How to leverage the iPad to improve your brand
I recently saw a presentation on Adobe's latest products for a fully iPad-compatible digital publishing. Since the introduction of the iPad in April, Adobe had to redesign some of their products to make its the digital publishing products compatible for the iPad. The result was a jaw-dropping process that uses nothing but InDesign and couple of new applications - a compiler and a bundler.The new suite of products, currently in beta testing, open an infinite doors of creativity.
And, while creativity seems to be limitless, there are some issues to consider when using the iPad as a marketing platform. Here are 6 tips from Conor Brady, the chief creative officer at Organic, an Omnicom agency.
And, while creativity seems to be limitless, there are some issues to consider when using the iPad as a marketing platform. Here are 6 tips from Conor Brady, the chief creative officer at Organic, an Omnicom agency.
via AdvertisingAge
- Capacity. Consumers will happily accept a 250MB download of a magazine like GQ into an app, but within a browser, truly rich, immersive experiences are too large to load in a reasonable amount of time. This means that fatter and richer immersive content should always be delivered though a native application.
- Payment. The distribution power of iTunes stems from a level of comfort and the familiarity of buying MP3s for 99 cents. This comfort has now extended to native application purchases and as a result, for the first time in recent memory, consumers are happy to pay for software. Put another way: Consumers will pay for content on this platform if it delivers on the promise of premium and quality.
- Tolerance. What I find most interesting is the apparent consumer tolerance for a constant stream of updates on this platform which are perceived as value for money. I don't know many users who would tolerate six to 10 software updates when they open up a browser. With the iPad, however, there seems to be an acceptance that this is still evolving and we are all in this together.
- Intimacy. I always loved the expression "personal touch." When talked about in the context of a brand, it means they are willing to go beyond just marketing to me. The gesture-based touch navigation on the iPad creates a very different relationship between me and the content. Removing the mouse and keyboard means I am consuming and navigating in a much more intimate way. Ironically, this is not something I feel when I use a touch screen in full view in a public space like an airport terminal.
- Accessibility. Mobility is a key feature of the iPad. All of this travels on a screen big enough to have a great viewing experience yet remains easy to interact with.
- Connectivity. The expense of the cellular data plans makes this one somewhat prohibitive, but access to WiFi means that while this is not necessarily a productivity tool -- light productivity like email can be done alongside reading and watching. In the context of this, it is worth thinking about how your content can be cached for reading, and how prompts or calls to action maybe met with a "not currently online" message.
Comments