Friday, January 29, 2010

5 Ways Apple’s iPad Will Impact B2B Marketing

I really liked this take on the Apple iPad launch which comes from blog. It looks at the impact of the device for maketers and sales from a B2B perspective, rather than the much preferred consumer perspective. I really didn't have too much to add, so have reposted the article in full. Hope you enjoy it too:

5 Ways Apple’s iPad Will Impact B2B Marketing
Posted: 27 Jan 2010 04:57 PM PST

Before you come through the computer and smack me, yes, I am adding to the endless amount of blog posts all dedicated to Apple’s newly released iPad. With this tablet device Apple is trying to create a new category of portable computing device. How will this device impact your planning as a B2B marketer?

Initially this device won’t be a major factor to B2B marketers, because even if it is very successful, it will take 6 to 12 months to have enough devices in use to warrant attention. The device, which won’t even be out for a couple of months, offers users the ability to consum all types of media on the go using a software interface that many people are accustomed to due to their use of iPhones and iPod touches. Starting this summer B2B marketers need to begin looking at their web analytics to determine how many people visiting online sites are using this device, as well as the iPhone.

5 Potential Impacts Of The iPad On B2B MarketingNew device and adoption aside, in the future this device, or one similar, could have several important impacts on digital B2B marketing. Now is the time to think ahead and position for these possible changes in your business.

1. Improve Product Demos – The iPad will likely be most utilized in the business world for demonstrations. If you are a B2B company, especially a software company, this will be a great device to show off products and demonstrate new features. The iPad’s ability to display keynote presentations will also make it easy to shift from up-close demos or product sheets to slide presentations. I could see sales teams using this type of device to go over pricing and calculating business impacts of a product in real-time.

2. Trade Show Info Capture – Speaking of sale people, I would imagine that we will see iPads in the hands of savvy B2B sales people at a variety of industry tradeshows. A device like this removes the need to get people into a booth and have them in front of a computer to get their contact information into a CRM tool. I can see companies developing internal applications for the iPad that can easily add people into remote CRM systems and enter them into giveaway contests at the booth.

3. Less Flash Ads – An issue that some people have about this device is that it does not support Adobe Flash, a software that enables us to view many of the videos and advertisements on the web today. If devices without Flash like the iPad increase in popularity, it could motivate B2B marketers to produce less flash advertising, as it would be invisible to iPad and iPhone users.

4. More Multimedia Content – Regardless of its success, the iPad reinforces a trend that shows the way people consume media is changing. People are becoming more accustomed to a multimedia experience. For example the New York Times on the iPad includes video clips in articles that are viewed on the device. As B2B marketers strive to remain effective story tellers, becoming multimedia focused will be key.

5. Need For Customized Customer Experiences – With this new category of device, Apple has create yet another user experience to go along with the iPhone and traditional personal computers. The ways in which people interact with information on this type of device is different. Subsequently, B2B marketers need to plan digital experiences that are different for each device.

Cool new gadgets don’t replace boring online content. Take time to ensure you are telling a compelling story online now, because as digital information consumption changes, so will your marketing executions.

What do you think about the role of tablet computers in B2B companies?

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