The iPad is, quite possibly, one of the best way for marketers to enhance their brand image and interact with customers. With iPad in hand, your customers have the ability to view product information and engage with interactive content, all the while staying mobile.

More than half of all adults in the US own either a tablet or a smartphone, and one-third use mobile devices to surf the Web and watch video; no wonder marketers are creating platforms designed explicitly for mobile devices.

Creating a marketing campaign using the iPad can increase the customer conversation by delivering exactly what customers want, when and where they want it.

Though the iPad is the perfect marketing medium for reaching the new mobile generation, marketers are struggling to find new and innovative ways that encourage and enhance customer conversation.

Here are a few basic steps you should keep in mind when optimizing your collateral for the iPad.

Create customized content

The first step in adjusting your collateral to take full advantage of the interactive qualities of the iPad is to create customized content, which can be anything from branded content to articles, videos, and images that are told from your company's perspective.

With customized content, you are stepping away from static, generic messaging and taking advantage of the opportunity to optimize your marketing collateral for customer interaction—helping you to not only encourage customer dialogue but also plant the seeds for a long-term relationship in which the consumer will be able to associate your direct marketing strategy with a trusted brand.

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image of Rusty Bishop

Dr. Rusty Bishop is co-founder and chief sales officer of FatStax, a branded mobile sales app and content delivery tool. He regularly speaks to companies about how iPads can be used effectively in the field.

LinkedIn: Rusty Bishop