online media daily reporting:
As smartphones and tablets have spread quickly in the last two years,
some clear differences have emerged in usage. People turn to
tablets mainly at home, while smartphones are used on the go, as well as
at home. Tablets lend themselves to “lean-back” media consumption,
while smartphones are geared to utility.
The differences in how the devices are used, and who’s using them,
impact how advertisers should approach them, according to a new
Forrester report. It lays out separate marketing tactics for
tablets and smartphones across a range of areas, including apps, display
advertising, games and search.
The main message is not to lump
them together as mobile platforms, but tailor mobile
initiatives according to the relative strengths of each device. That
means marketers should not count on building one app for both screens.
The report points out that Citi’s Private Banking app,
for example, is geared to the tablet, since it offers deep market
analysis better suited to reading at leisure on a bigger screen.
Robitussin’s
Relief Finder app, by contrast, is
designed for smartphones because people use it to find relevant products
while browsing store shelves. The same goes for mobile Web sites.
Marketers should not try to send smartphone traffic to a site
not optimized for mobile, or tablet traffic to a site geared to mobile
phones.
“For example, a tablet user viewing a site designed for
smartphones can’t click to call and probably
doesn’t need driving directions, but is interacting with a larger
display that can therefore feature more content and controls,” noted the
report authored by Forrester analyst Elizabeth
Shaw. Without matching the experience to the device, marketing
opportunities are missed.
When it comes to search, mobile is
expected to contribute 25% paid search this year, according to a
Marin Software estimate. But Forrester advises a separate search
strategy for smartphones and tablets. Because the form has smaller
screens and are used more on-the-go, search ads should be kept
simple, with features likes site links, local offers and click-to-call.
Ads on tablets are better suited to features like click-to-download
because of their larger screens and lean-back use at
home.
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