Commentary

Buick On Tablets

Live at the OMMA Tablet conference, Jim Kruger, Digital and Social Media Manager at Buick, is discussing the brand’s tablet strategy, which he says has helped Buick reach “a whole new generation of buyers” -- specifically, “early adopters,” and “people in interested in culture and connectivity.”

For other brands ready to take the tablet plunge, Kruger strongly suggests engaging rather disrupting users’ experiences. It’s also important to make your brand feel like it belongs in the context of the medium you’re using -- in this case tablets.

But, don’t overthink it. “When it comes to tablets, you don’t need to reinvent to wheel,” says Kruger. “You don’t have to start from scratch … you just have to deliver the kind of content that the tablet user will enjoy.”

What do most tablet users enjoy? Video! Buick knows it, and the reserach backs it up. Indeed, mobile video now accounts for half of all mobile traffic, according to a new report from mobile analytics firm Bytemobile. On some networks, meanwhile, that number is as high as 69%.

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