tablets and advertising

The article that I found was one that tied into many of the topics that we have been discussing in class for the past few weeks. The article talks largely in part with how many retailers are starting to realize that after doing environmental scans of consumers in their area and consumers everywhere for that matter are technologically ahead of the retailers for a change. This is because a recent study showed that nearly one third of the top online retailers have optimized their sites for tablets, while just 59% have smartphone specific sites. This is a perfect example of how these companies are doing environmental scans to see what the consumers need, although this is only half of the battle. The next part of this is implementing a plan to target this growing number of consumers that have tablets, this is what I would consider to be the environmental analysis.  I believe that many online retailers are gonna catch on to this and realize that they are not utilizing their marketing powers and advertising opportunities to their potential and to their advantage because today more and more people are starting to buy tablets.  The article also went on to state that this report that was done out of a 100 online companies Nike was the only one that took full advantage of the tablet, the study showed that the company had created a iPad specific site.  I found this article to stick out from others because it really proves how rapidly things are changing in the marketing world for example technology is always progressing therefore marketers need to be evolving in order to keep an edge on the consumers.  This is so important because if they are not in tune with what technology and with what the consumer has at their disposal then they are automatically a step behind the consumer and the job of marketers is to be ahead of the consumers in order to give the retailers the advantage that they need in order to be as successful as they can be. This article really made me think of what will be in the near future in terms of how marketing will change and evolve as technology does. Will marketers ever be able to be one step ahead of the consumer if technology is always changing or will technology set a standard for  marketing tactics to always progress and change as rapidly as technology does?

http://www.dmnews.com/study-retailers-overlooking-tablet-and-smartphone-opportunities/article/228004/