DMI technology editor, Jamie Riddell, says the iPad has really hit the headlines.

With all the hype surrounding the iPad launch, sale, delivery and use, it could be easy to think that nothing else has happened in the news recently. 

How many articles have you seen that talk about the iPad? From ‘First impressions of the iPad’ to ‘Top Apps for the iPad’ and, lest we forget, ‘Win an iPad’ thousands of sites and brands want an association with the iPad. Why? 

Because, if we ignore the Icelandic volcano, this is the hot story – (almost) everybody is talking about it . . . and half of those people want to buy one! 

 But, unless you are in the United States, you may struggle to get your hands on one in the short-term. So, people want to read about it, they want to see pictures and listen to other people’s opinions and hopefully win one! 

So, the iPad makes a great marketing opportunity. Right? 

Well, no, actually. 

If you are a technology publication, or a blog about apps then you will be in a great position. For the rest of us, however, there is a chance any iPad marketing is detracting us from our core strategy. 

How many brands have sent out their latest newsletter with some mention of the iPad? 

How many sites have you seen optimising for the iPad terms? 

While this is a hot topic, you and all your competitors will be chasing after the small window of opportunity, one saturated by competitors. Diverting budget and attention to this short-term phenomenon may only detract from the long-term job at hand.  

Now, tactical advertising is not a new concept and can work very well if it is planned for. The event itself cannot always be planned for but ‘an event’ can be. The brands that really succeed with tactical marketing are those that are ready for it, or are quick to mobilise with something meaningful. 

The recent volcanic ash disruption across much of Europe presented some smart marketing opportunities for travel companies. Lonely Planet, maker of City Guides, offered 15 different City Guide apps for free to help stranded passengers enjoy the city they were in. 

Naturally, this was tweeted and shared, boosting the awareness of their apps and encouraging more downloads. 

As someone not affected by the ash disruption, I now have a great set of free guides for when I next travel. 

While tactical marketing can pay dividends, it should only be part of a planned strategy and marketing mix. 

Following the topic du jour is not a successful marketing strategy unless you have all other marketing elements in place and well tuned. 

• Next article: Is Facebook the new Google? We look at the recent changes in Facebook that could make it a more powerful advertising channel than Google. 

Since 1996, Jamie Riddell has been at the forefront of UK digital direct marketing. He made his name as the far-sighted, entrepreneurial co-founder of Cheeze Ltd, now part of DMG PLC, the UK’s largest Digital Marketing Group. Now independent, Riddell comments on emerging trends of the digital market with a perspective on the business end of technology. Find him on Twitter and on his own blog.