Growth5 Blog

Monday, February 1, 2010

Sean Carton: What the iPad Means for Marketers

Sean Carton has an excellent ClickZ article today on what the iPad means for marketers. You can check it out here. The highlights:
1. A lot of people expected the iPad to be a computer replacement. It's not meant to be. "That's what makes it a game-changing device for both consumers and marketers. It's a device for consuming media... paid media."

2. "The genius of the iPad's design and features is that it's an all-purpose device for consuming media that has a form factor that lends itself to that purpose. What's more, it's a device for purchasing media as well. In terms of getting people to pay for content, this is where it's really going to start."

3. People aren't going to pay for content they can get free elsewhere. Consumers will pay for content that can be purchased and consumed conveniently. One click ordering, "bill me later" on my credit card and curling up with that magazine/newspaper or a good book on the iPad - can't really curl up easily with your laptop.

4. "What does this all mean for marketers? Primarily it means that immersive experiences are more important. As people move away from their laptops to media devices such as the iPad, marketers are going to have to realize that they're not marketing through the "Web" anymore (where models like search and banners dominate). Instead, they're going to be marketing through media. In many ways, the future might look more like the past of TV advertising than what we've seen."

5. Sponsored content, paid content via apps (more convenient distribution than the browser experience) and behavioral advertising (within the consumer's activity, not disruptive) will flourish on a device like the iPad.
At the Apple employee Q&A following the iPad reveal, Steve Jobs took a couple shots at Google saying in effect that their "do no evil" mantra doesn't apply in the world of technology and that Apple didn't get into the search space, but Google did come after them in the mobile phone space. I disagree. Apple never really got into the mobile phone space themselves with the iPhone, especially by partnering with AT&T (horrible service coverage).

Apple got into the mini-computer space (music, camera, web, email, apps, etc...) and distributed it through the mobile phone channel. Although the phone interface is cool, the iPhone is much closer to a computer than a phone.

As Sean points out, in a similar fashion, people are confused by the iPad because they think it's supposed to be a replacement for their laptop, it's not. It's meant to replace their magazines, newspapers, books, cable/satellite boxes, game consoles and their televisions.

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