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tablets can help you reach tradesmen

Media Companies are Changing Ways They Deliver Content

by | Feb 21, 2012 | Marketing Trends, Traditional Marketing

According to a recent article in BtoB Magazine, Making the Most of Mobile is beginning to change. Here’s an interesting stat – in December of 2011, eMarketer released a study that showed mobile had surpassed print readership. Mobile increased by 30% in 2011 to 65 minutes a day compared to print at 44 minutes. Magazines are finding that their content consumption on smartphones and tablets are beginning to boom.

This trend isn’t just in the B-to-C market. B-to-B publications are beginning to focus on different delivery options. Summit Media Group who owns Packaging World found in a recent survey that 46% of their subscribers owned a tablet and that 78% planned to own one by the end of the year. Of those that currently own tablets, 74% said they read work-related digital magazines on these devices. They have incorporated “responsive design” into their websites which allows for optimum readability automatically.

Ziff Davis, a tech media company, is moving ALL its print magazines to digital and mobile and is clearly a leader in this endeavor. Newer media companies like WTWH Media which just started a few years ago focuses heavily on the digital aspect. Cygnus Business Media, Penton Media and others are starting to follow suit.

So bottom line for those of us that are trying to reach professional tradesmen, we now have another opportunity and avenue to reach them. Benefits of digital are: 

  • We can measure responses
  • We can enhance our message by including links to videos, testimonials, etc.

If you haven’t included digital in your marketing plans, maybe it’s time you consider it.

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How Tablets Can Help You Reach Young Tradesman

by | Mar 1, 2011 | Marketing Tools, Social Marketing, Traditional Marketing

Times they are a changing. Last year, the tablet category essentially didn’t exist. Today with the iPad revitalizing the category, it’s expected to reach 81.3 million units by 2012 according to eMarketer.

This and the fact that there are more smart phones being sold each month than PCs means we need to rethink mobile as a viable means to getting to those younger folks (tradesman). A recent survey from Nielsen showed that iPad users were more likely (even more than iPhone users) to click on ads, videos, multimedia and interactive offerings.

Receptivity to Advertising Among US Mobile Device Users, by Device, 2010 (% of respondents)

There’s an opportunity for marketers to target these tablet users who are engaged and prime to purchase. The demo for the tablet users are high income 18-34 year olds – predominantly male. So, for those of you trying to reach that elusive young tradesman, this might be a way to do it.

If you like this, you might like the following:

White Paper: Trends in Mobile Media

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