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What Does Apple's New iPad Mean for Marketing?

  |  March 7, 2012   |  Comments

Digital marketers size up the new device.

ipad-sfApple's iPad has dazzled consumers. And the latest model, unveiled today, includes features that marketers will need to consider in the coming year.

In fact, Apple CEO Tim Rose said Apple sold 15.4 million iPads last quarter, which is more than the sales at any individual PC company during the same period, BusinessInsider reported.

Three marketers, in email interviews with ClickZ, shared how they anticipate the tablet will affect marketing in the coming year.

Better Display

"Certainly the retina display makes a big difference. At 264 pixels per inch, the new iPad has twice the resolution of iPad2 (in fact, it's got more memory and a better screen resolution than an Xbox 360 or PS3), and that translates into a bigger canvas on which to create more powerful digital experiences," said Andrew Solmssen, a managing director at Possible Worldwide.

Improved Camera for Video, Still Images

"Marketers should definitely be excited about the much improved video camera and camera, which will enable more sophisticated apps with functionality such as facial recognition," Solmssen said. "The boost in video camera performance will also improve consumers' ability to capture videos to contribute to campaigns."

Faster Download Speeds

"With 4G LTE, the new iPad is capable of download speeds up to 73 Mbps, and more bandwidth opens the door for more immersive, interactive marketing and ad work," Solmssen added.

Robert Weber, a founder of W3i, concurred. "The biggest impact for marketers will be LTE support. This will dramatically increase internet speeds and result in the ability to create much more engaging app experiences," he said.

High-Quality Device Deserves High-Quality Content

"The new iPad delivers more of everything to the consumer, and marketers need to do the same," said Melissa Krueger, senior marketing consultant, ExactTarget. The new iPad offers a higher resolution display than the iPad 2 and promises a faster processor.

She pointed out that primary uses of the device are "entertainment, exploration, and self-expression in a low effort, 'lean back' environment." And as a result, she said, marketers must consider how their offerings coincide with these uses and mindset. "It's really all about high quality content that is pleasurable to consume and easy to manipulate and share," she said.

And What's Missing…

"These new features also highlight what iPad is still missing - specifically, an exciting, standardized ad model. iAd has been anemic at best on iPad and is due for a serious refresh. Advertisers also need a library of actions that they can use to quickly and easily make creative that, as described above, takes advantage of the tablet for what it does best," Solmssen said.

Photo by Robert Weber.

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ABOUT THE AUTHOR

Anna Maria Virzi

Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.

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