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As the above presentation exemplifies, no matter what unique new communication device is introduced, it isn’t long until advertising figures out a way to monetize the action. The interesting thing about the iPad is that it provides a way to move beyond the past limitations of advertising as a brand-building-through-attention-getting tool and transform it into the realm of an engagement methodology that can move a prospect most of the way through the sales and marketing funnel. To do this advertising will have to shed most of its Mad Men legacy and transform itself into something far more in step with contemporary realities.

Still, it is difficult to teach an old dog new tricks, and it is safe to assume that far too much advertising money will be poured into these new devices utilizing antiquated advertising methods that attempt to marry old thinking with a new marketing and technology reality. The iPad, and its ilk, will change marketing. That’s good if you embrace and are capable of change. It’s bad if you are still living and thinking in a former marketing world that was vastly different just a few years ago.