Just over two weeks ago, Apple released the new iPad was to U.S. and international markets. Though it sports a new higher-resolution, retina screen, a better camera, and an improved chip-set, there seemed little difference between the new iPad and the second generation model, the iPad 2.
And yet, despite the debatably minor technical improvements, the new iPad sold over three million units in the first four days on the market. Generally positive reviews across the board, and optimistic analyst estimates have propped up Apple’s share price to the point where it sits comfortably above $600.
With the increasing number of tablet devices in the hands of consumers, they are playing an increasingly larger role in the advertising and marketing spheres, and this trend is expected to pick up in the coming months. Fiscally conscious marketers who were looking to cut down on spending during the economic downturn will soon begin to splurge on a medium which practically did not exist up until two years ago, and, better yet, can be highly targeted for maximum ROI.
As the level of iPad sales continues to rise, adjusting marketing campaigns to incorporate the tablet market may not be such a bad idea. According to Chitika Insights’ iPad Tracker, which is one of the only available metrics to monitor new iPad use in real time, the new iPad currently makes up almost 8% of all iPad traffic.
So what type of analytics can we use to help plan strategic marketing campaigns on tablet based devices, including the new iPad?
In-App Analytics
Most brands today have a presence in the app market — developing device-specific applications that utilize analytics can provide the deep insight required to optimize e-commerce, user conversion, and the overall consumer experience.
There are a variety of tools available to measure user behavior in respect to the end goals of campaigns, such as creating funnels to chart the flow of user driven events and actions.
Charting when your relationship with a user begins, where it ends, and all of the steps required to get there along the way can give marketers valuable insight to what drives users toward their desired end results, and at what points, if any, they fall between the cracks. This in turn helps to curb loss and maximize effectiveness of the overall campaign and conversion funnel.
Historically monitoring basic metrics such as session length, conversion rate by app version, location, device details and the like can also provide huge amounts of added value when analyzed correctly –allowing marketers to identify their most important segments, or those that may need more work.
Using Analytics To Get To Know The User
As a marketer, establishing a connection to and an understanding of individual consumers supports marketing goals and increases advertisement ROI within mobile segments. Geo-specific marketing campaigns are becoming even more hyper-local; knowing who your user is, what they like, and having a rough approximation of where they can be found is essential to establishing a set of base metrics.
For instance, Chitika Insights’ iPad Tracker shows California and Nevada posting the largest share of new iPad use in the country — over 9%. Moreover, the West Coast of the U.S. seems to be leading the pack in terms of early adoption for the new device.
Savvy marketers could customize their campaigns based on location. For instance, campaigns marketing products likely used on the coasts should attempt to take advantage of the new iPad features to ensure that users (who are much more likely to be using the new device) can see these ads well on the new iPad.
These localized campaigns would be less effective if their target markets were in more central states, where iPad market share is lower. Such optimizations are important because. according to recent data coming out of eMarketer, purchase intent after viewing an iPad ad was 59% higher than with print ads. As apps and sites begin to adjust their standards for the retina display, marketing campaigns should be aware and follow suit.
Despite where you stand on Apple’s latest tablet, The new iPad represents many things — a higher resolution, faster processors, and a bright looking future in the face of interactive advertisements.
Ian Fogg, of IHS Screen Digest stated that the display brings “print quality resolution and typography on a digital device.” With 75% of users reporting high levels of satisfaction surrounding the retina display, marketers should look to embrace, not avoid, the transition to high definition.
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