Marketing iPad apps set to see big increase

Gartner argues that CMOs are the most likely senior staff to use the iPad

Half of all marketing technology suppliers will develop applications specifically for Apple's iPad by 2016, according to analyst firm Gartner. This indicates that chief marketing officers (CMOs) will be at the forefront of tablet working in the enterprise.

Gartner suggests that CMOs and senior marketing leaders are the most likely to move to iPads exclusively for their work over the next couple of years, due to its visual appeal.

Kimberly Collins, managing vice president at Gartner, said: "The iPad will provide CMOs with fast access to content in the field. Cycle times can be greatly reduced, meaning better staff productivity and decreased campaign costs.

"Marketers will initially be using an extension of existing marketing applications on their iPad, such as those relating to campaign management and marketing resource management.

"The biggest benefit is the ability of marketers to work remotely while travelling, enabling them to complete tasks and projects more quickly."