Among the key digital figures that cannot be ignored, those concerning the use of tablets should particularly attract the attention Albania Phone Number List of marketers. Thanks to Christmas, 3 out of 10 households are equipped with a tablet *. The penetration of tablets has doubled in one year to reach nearly 8 million households. How should marketers consider this new screen among all the terminals used by their customers? The specificities of “tablet marketing” can be summarized in 5 trends. Only 39% of tablet users take them everywhere **. For the majority of French people, the mobility of the tablet is limited within the home. Therefore, we cannot strictly apply the rules of mobile marketing to target tablet users. For 42% of them, buying a tablet is replacing a PC **. Tablets are mainly replacing PCs and newspapers to access content at home, via the Internet or an application.

Tablets bring new comfort to users: handling, screen quality, tactile navigation, etc. To attract and retain customers, brands must rethink the ergonomic approach to services in order to offer a suitable immersive experience. By its intrinsic qualities, the tablet is undoubtedly the most unifying terminal after television: a large screen to facilitate reading for the elderly, tactile navigation for the T generation, the Touch Natives. If we offer a service reaching a large audience, we must design an intuitive interactivity for these different targets. One of the levers of a successful experience is the use of images, which are particularly suited to this screen: “picture grid” sites and applications and “picture marketing” devices.

2) Tablets Offer A New User Experience

The use of home tablets as a replacement for PCs is directing users to read in-depth information, post on social media, read reviews and shop online. The tablet brings a more pleasant and fun experience, it is thus conducive to leisure and consumption. At a time when one of the challenges for brands is to capture the attention of consumers, the tablet is a terminal that cannot be ignored. 46% of users prefer their tablet to their smartphone to consult offers and prepare a purchase **. It is also a shared terminal within the household, with a penetration rate of 39% among families with children *. In a multi-channel logic, each sales channel operates as if it were single-channel and in competition with the other channels. The logic is that of a company working in silos and not a customer logic.

 

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The tablets participate in the multimedia environment of the home. Among its contexts of use, we mainly find a consultation in front of the television. Advertisers must therefore integrate this context to offer advertising devices that capture consumers via television in order to offer them an in-depth experience on tablet: teaser on TV then entire film on tablet for the image, promotion on TV then conversion tunnel on tablet … 42% of heads of households are CSP + aged 35 to 49 *. These are therefore interesting consumption targets for brands that must be the subject of relevant targeting, with appropriate content offering links with social networks and integration into the social CRM approach.

5) Tablets Are The Home Terminal, Therefore Home Automation

The upheaval in customer uses Uses have been completely transformed by the development of new means of interaction. Customers, who have become more connected and comparators, use several channels before making a purchase. A few years ago, the marketing departments were still deciding what the customer’s purchasing journey was. Today the customer has taken power. It is he who decides, not only on his purchasing journey, but also on the relationship that unites him to the brands. A recent Google study thus revealed that a buyer of a trip on the internet compared 10 sites and spent 63 days on average getting information before buying his trip.

Several factors have contributed to this change: – customer reviews have taken a prominent place in the consideration of purchasing a product or service, – ROPO behavior (Research On Line, Purchase Off line) and its reverse ROBO (Research Off line, Buy On line) has continued to progress
– the accelerated development of the use of smartphones and tablets has enabled individuals to do research, compare, consult opinions, scan, buy, etc. The customer can also tweet, post on Facebook, call, all in real time. Several communication and sales channels are used independently, each with its own objectives, its own strategy and therefore with limited synergy. Each channel generally has its own database.

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