Tablet rise changes enterprise communication needs
Tablet computer sales have skyrocketed in recent years, bringing with them a handful of changes to the way people access and view content. According to a new report from Uberflip, however, most businesses are still not adjusting to these changes and could be putting themselves at a disadvantage as a result.
"Businesses must now communicate with their customers, whether B2B or B2C, across all new interactive channels," says Uberflip COO Randy Frisch in a statement. "Over the past decade, this typically meant building a website and an email communications strategy. Now, this also includes having an appropriate mobile presence and mobile communication strategy."
Uberflip points out that email marketing is one area in particular that businesses are struggling to adjust to. Many companies still send out PDF attachments in their emails, but fail to optimize them for tablets. As a result, messages are being ignored, which causes the companies to lose out on opportunities.
Uberflip recommends creating email messages specifically designed for the mobile platform, noting that many mobile browsers support HTML5 rather than Flash®.
Wikus Engelbrecht, a marketing writer for Bizcommunity. asserts that simplicity is key when launching an email marketing campaign for tablets. Given the device's smaller screen, marketers must keep in mind that too many images and videos can appear cluttered and turn readers away.