The end result and
the goal of the marketing message can be
succinct among various media. However,
setting expectations
and being aware of
how a consumer is
engaging with the ad
at a specific moment
in time is most important.
“If you opened up
your tablet today and
it was nothing but
text, and no visuals,
you’d be disappointed.
If you opened up your
smartphone and there
was nothing but slow-loading video, you’d
be frustrated,” says
Bradford.
Refinery29 recently launched R29 Shops, which combines
social marketing, expert trend reviews and a marketplace for
fashion goods.
the goal of the market- succinct among vari-
ous media. However,
setting expectations
recently launched R29 Shops, a marketplace for shoppers to connect with their
favorite brands all while reading up on
the latest trends from fashion editors. In a
Refinery29 gift guide, “What Guys Really
Want (We Asked!),” Himwich explained
why the iPad Mini was No. 1 wish on his
list.
“It’s close to perfect because it com-
bines the lightness and portability of
the iPhone with the functionality and
capabilities of the original iPad,” he said.
“I believe how we access the Internet
on the go will forever change with this
device because, like our phones are today,
it’ll always be with us.”
Medico expressed a similar sentiment
about the “amazing” Samsung Galaxy
S III. It’s not a little tablet, but rather a
large smartphone.
“It’s a little smaller than the mini
tablets, but it bridges those worlds closer
together because it’s the device you can
really do almost anything on.” ;
ways to integrate ads into the content
of Web pages and apps. International
Data Corporation (IDC) predicts that ad
spending will grow much faster on tablets
than on phones in the coming years. Currently, IDC estimates that about 30 percent of mobile ad spending is on tablets
and 60 percent on phones, but by 2016,
nearly 40 percent will be on tablets and
45 percent on phones, with the remainder spent on other mobile devices.
The ways in which consumers use
their smartphones and tablets often
present very different use cases. Medico
advises marketers to break down their
strategy into segments. If a multi-channel
campaign includes a mobile component,
then the mobile component must include
a further breakdown between the smartphone and the tablet.
“Something that marketers are getting really good at is making sure that
the marketing message — whether it’s
display, search or video — fits the media,”
he says. “When considering tablets and
smartphones, you’re communicating a
marketing message to two very distinct
audiences.”
The Perfect Fit?
For marketers who are only beginning
to tap into the potential of mobile advertising, the fragmented media landscape
may appear to be shattering even more.
However, with the rapid development of
mobile technology, there may be a “just
right” device in the pipeline that satisfies
all needs. Or, perhaps there is one out
there already.
Today, mobile consumers have their
tablets and smartphones, and Medico believes that they will continue to use both
as the use cases are so different.
“You’re bringing your phone with you
everywhere,” says Medico. “It’s really an
extension of you at this point, so shoppers
are still using their smartphones when
they’re outside the home, and everyone
has a phone on them at all times. I don’t
think that’s going to change necessarily.”
Enter the iPad Mini. It’s smaller than
a tablet but bigger than a smartphone,
and it was on Josh Himwich’s holiday
wish list. Himwich is the vice president
of product development at New York-
based Refinery29, a fashion and lifestyle
website that bridges the gap between
content and E-commerce. The company
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