There has been more than enough hype over the last week as Apple introduced the Ipad. From most observers, the Ipad is little more than a larger version of the Ipod Touch and Iphone. The screen is about 10 inches and battery life is supposed to be 10 hours during active use and up to a month on standby. If that is true, then why is the battery life on the Iphone so terribly short. From my perspective, the importance of the Ipad is not the technology, but the increase in mobile device usage and what that means for marketers going forward.
As I detailed earlier this week, mobile data usage is exploding and will grow exponentially over the next few years as the introduction of more smartphones and other mobile devices drastically changes how and where we consume information. I believe this will lead to more accurate ways to target your market across any device that they are using. Within Google Adwords, there is already the option of targeting by device and phone carrier.
This system will become more intelligent and segmenting will become that more important. You will have the data to analyze the behavior of Iphone users versus Ipad users versus laptop users and adjust your ads, landing pages, and offers accordingly. No longer are the days of throwing ads out to the the wild and hoping for conversions. With the information and tracking that already available, targeting down to small user groups will be the determining factor on how to maximize ad spend as click costs increase.
Imagine that you can target Ipad users while they are on an airplane and give them an offer that appeals to most airline passengers during flight. You think that would help conversions? Undoubtedly. Or you know that a person in Florida is watching a Disney Movie and has visited sites pertaining to other Disney movies or child toys. You think you could find a way to put an ad in front of this person that appeals to their interests? Hope so.
We will soon walk that fine line between targeting and creepy as the intelligence of tracking improves. This will lead to better conversion rates if you are willing to invest the time and money into the technology and people to segment and target. If not, then you will probably waste a lot of unnecessary money hoping for conversions and not understanding why your visitors do not convert more frequently.
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