Cut the cord

“How the iPad Will Transform Marketing

Dec. 21 2010 - 12:35 am | 3,741 views | 2 recommendations | 14 comments

By LISA ARTHUR

Image via CrunchBase

The year is drawing to a close, and I’m amazed at how digital technology now impacts my daily routine –in ways I couldn’t have imagined just 12 months ago.

These days, I’m never without my smartphone. Earlier this year, I “cut the cord” with my cable provider at home, which means now I watch TV only online. And now, I use my iPad as much as (or maybe even more than) I use my laptop for business. My iPad helps me manage my marketing team with access to content, spend and campaign information and reports.

Of course, I’m not the only marketer to feel the impact of technology in my daily business life; technology is  rapidly transforming marketing for all of us. Digital channels are proliferating. Digital data analysis has become a must-have. And over the past year, several innovative high-tech tools have emerged, too. Many marketers are now using sophisticated marketing software systems and new tablet computers, such as Apple’s iPad.

How will all this technology impact our industry in the year ahead? Which high-tech strategy best fits your team?

Last week, I discussed these issues with Dave Sutton, who is founder of TopRight Strategic Marketing, co-author of Enterprise Marketing Management: The New Science of Marketing, and a thought leader regarding technology and marketing. We focused specifically on the iPad, which Dave describes as a “killer platform” poised to revolutionize the way marketers do their jobs. Here are some highlights from our conversation:

LA: Dave, you have said that you think the iPad is much more than a fad, and that it actually signals the beginning of a transformative era for business computing. What makes this device so revolutionary?

DS: I believe that the iPad is revolutionary because it has the potential to enable entirely new business strategies. The iPad is unique because it represents:

Technology convergence. Tablet formats combine advanced processors and high resolution with mobility, portability and affordability.

A form factor shift. With more than three million units sold in the first quarter after launch, it’s clear that consumers have embraced not only the iPad’s design quality, but also its versatility and intuitive usability.

The maturity of iPad app development. Both consumers and businesses are now hungry for apps, and the app development community is robust, mature and credible.”