According to the Jan. 13 study by eMarketer, women are likelier than men to respond to tablet interaction across several industries, but particularly in the beauty sector. (The apparel and food industries also scored well in tablet response.) Tablets provide a form of engagement that is similar to magazines, and beauty and hygiene companies can do everything on tablets that they do in magazines, but better.
Consider visuals, one of the strongest tablet features. In magazines, a beauty product has only a page or half-page to show off its products and models—perhaps a few more for a feature piece in a fashion magazine. But on tablets, brands can offer a whole gallery of photos, each of magazine quality, to capture viewers’ interest and show the product in a variety of situations.
Now think about engagement tools: As eMarketer mentions, beauty products interact with customers through tutorials, product reviews and quizzes that identify which product works best for each reader. While these tools have value on social media and websites, their potential can truly be realized on tap-friendly tablets. Tablets are read in the same places as magazines, with the same intimacy. Readers can use the touchscreens to quickly complete the quizzes or swipe through the tutorials, then instantly see the results and find customized content in the next pages.
Beauty brands have another reason to switch to tablets: eMarketer predicts that by 2017, 7 out of 10 digital shoppers will be buying on a tablet. And despite the lurking potential in tablets, personal care and beauty purchases took up only around 17 percent in a March 2013 survey, beaten out by food, health and other industries. Plenty of room exists for beauty brands to take a bigger share—if they start moving out of magazines and into mobile devices.
New tools are on their way to make the transition easier, as Google showed with its AdWords Image Extensions, a tool still in beta but gearing up for widespread deployment. As Econsultancy pointed out following the beta release, Image Extensions will allow the average content marketer to attach images to ad units that show up in Google searches—a strategy perfectly tailored to a tablet optimization strategy where images prove more important than ever in driving sales.
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