{"id":2715,"date":"2012-07-06T10:08:38","date_gmt":"2012-07-06T14:08:38","guid":{"rendered":"http:\/\/www.exomarketing.biz\/\/?p=2715"},"modified":"2022-01-05T14:32:22","modified_gmt":"2022-01-05T19:32:22","slug":"development-of-digital-tablets-the-impact-on-b2b-marketing","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/development-of-digital-tablets-the-impact-on-b2b-marketing\/","title":{"rendered":"Development of digital tablets: the impact on B2B marketing"},"content":{"rendered":"

On July 3, 2012, the results of a study (published in an article on the website of La Presse<\/em>) demonstrated that tablets will become more popular than laptops in the next four years<\/a> (available in French only).<\/p>\n

Though this may not come as a surprise (in my humble opinion), we can\u2019t help but notice that there will be major consequences for B2B marketing. Below is my take on the main reasons for this:<\/p>\n

The ergonomics of websites need to be rethought<\/span><\/strong><\/p>\n

Between Apple\u2019s iOS, Google\u2019s Android and Nokia\u2019s Symbian OS, the operating systems of various tablets have very different characteristics\u2026 that should be understood.<\/p>\n

A few of these systems are compatible with Flash technology (like the tablets under Android) while others aren\u2019t (the iPad, namely). This can be problematic for web pages that use visual and interactive content, which is the case for Ikea. To fix this, the Swedish firm created an application allowing iPad users to consult Ikea\u2019s catalogue with Flash from their beloved tablets.<\/p>\n

In addition, the \u201ctablet format\u201d generally characterized by smaller screens (than those of laptops) and virtual keyboards encourages us to rethink the user guide for websites. These users want websites that are simple and instinctive, where they can find the information they\u2019re looking for by touching the screen as little as possible. Finished are the days of excessively long, poorly optimized web pages with painfully slow loading time. The end of the physical mouse and keyboard has opened the door to web simplification!<\/p>\n

Adapting to a new lifestyle<\/span><\/strong><\/p>\n

Through their user-friendliness and conviviality, digital tablets are used by \u201cyour average Joe and Jane,\u201d or, in other words, by very heterogeneous groups. From the trendy community manager to the busy company executive, passing by the onsite technician; everyone has specific web needs. This is why B2B strategists need to adequately define the appropriate communication methods necessary to reach their targeted audience.<\/p>\n

Finally, digital tablets should not be seen as a threat but rather as a new opportunity. Namely, they will allow for simplification and optimisation regarding web ergonomics. To make the most of the situation, one of the main challenges to consider is adapting communication tools to the needs and uses of different target groups.<\/p>\n","protected":false},"excerpt":{"rendered":"

On July 3, 2012, the results of a study (published in an article on the website of La Presse) demonstrated that tablets will become more popular than laptops in the next four years (available in French only). Though this may not come as a surprise (in my humble opinion), we can\u2019t help but notice that there will be major consequences for B2B marketing.<\/p>\n","protected":false},"author":3,"featured_media":12008,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1486,194],"tags":[50],"class_list":["post-2715","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design-developpement-web-en","category-web-design-and-development","tag-marketing-b2b-en"],"acf":[],"yoast_head":"\nWhat is the impact of digital tablets B2B marketing?<\/title>\n<meta name=\"description\" content=\"The results of a study demonstrated that tablets will become more popular than laptops in the next four years.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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