How Cadillac, Kraft and Gibson Guitars Got It Right

This holiday season will put a lot of iPads in the hands of consumers. This platform has ushered in a slew of new opportunities for brands and marketers to connect with consumers in a very different way. The iPad, in particular, satisfies the growing consumer desire for greater personalization, instant gratification and multitasking like no other. We once observed a sports fan watching an NFL game in a bar while he used his iPad to monitor his fantasy football team and his mobile phone to text game updates to his friends. This scenario may seem extreme, but it does illustrate a growing desire to use these platforms to multitask. But the question brands, marketers and agencies are all asking is this: how do we use this platform and how does it fit with our overall marketing efforts?

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