Dear Apple, Market to Me
Apple iPad
It sort of defies logic. Consumer buying, that is. There’s a logic, and then there’s consumer buying logic.
Take Apple, for example. Steve Jobs wanted to make “insanely great” products. It became a battle cry for the whole company, and as consumers, we bought it. They made the iPod and iMac, and we bought them. These were insanely great products that we had to have. Soon there will be an assault of iPad competitors that make similar touch-screen tablets. And yet, people will still buy the Apple iPad for some logical…and many illogical reasons.
Before Apple released these products, there were other computer devices that did similar things for less money. After Apple released these products, there were even more choices for even less money. And yet we keep buying the Apple brand.
Why is that? Well, we’ve been marketed to…and we like it. Apple somehow takes buyer’s remorse and turns it into buyer evangelism. People who buy Apple get excited with their purchase and tell their family and friends. It is classic viral marketing. It’s better than viral marketing, it’s passion marketing. Social marketing and passion marketing.
It’s the kind of marketing that makes us buy expensive cars with bigger engines than we can possibly use. The amount of horsepower that you can purchase far exceeds you ability to use it on any regular basis. But we don’t mind. Driving can be about getting from point A to point B. Or it can be about passion, excitement, and sex appeal. It becomes a gap between what you need and what you want.
Want and need are two different things. I need a new computer for my home-based work. Could I get an inexpensive machine that does the basics? Of course. But instead, I will go beyond basic need and deep into the want territory.
I’m buying a new Mac. I like how it works. I get great service from Macs, so I am willing to pay the extra few bucks to have the Mac experience. I’m sure the PC would run similar software, allowing me to get my job done. But I like the Mac.
Logic gives way to passion, and I am voluntarily buying a product that may be slightly better in performance, but much better in consumer experience.
Is the Mac insanely great? You bet. But so are other competitive products that cost less. For $200-$500 less, I can get a similarly equipped PC. Am I actually paying for a better product or a better marketing experience? Let me help you decide….
My new Mac arrives next week.
Links:
- The Downside of Social Media for Advertisers and Marketers
- Connected Devices: Does the iPad Change Everything?
Twas the Night Before iPad
Apple iPad
On the eve of iPad, the buzz is everywhere. Once again, Apple has managed to make themselves the topic of discussion. Every newspaper, magazine, blog, and website seems to have some sort of opinion on the iPad.
This week’s episode of Modern Family (a very funny show) even featured a major story line that included the iPad. Not just a mention, but a major, intrinsic part of the story. The iPad got some of the best product placement ever known to television.
Sure, it’s a great display of awesome or “insanely great” technology, but it’s much more than that. It’s a demonstration of how well Apple can connect with their target audience. This is a brilliant marketing story unfolding in real time.
Apple is one of those rare companies that creates a culture that they feed with well-timed and well-conceived products. They know their audience, which happens to include the media. And they play to them.
Many books have been written about Steve Jobs, the marketing of the Macintosh, the iPhone, and soon the iPad. But these are real-time chronicles. What will be interesting is the hindsight perspective that we have 10, 15, 20 years from now. It’s a brilliant marketing case study that will help us understand why we were mesmerized and powerless to the siren call of Apple’s product line.
Sure, other companies are out there trying to steal the spotlight from Apple. But people aren’t that stupid. Apple has positioned itself as a trustworthy company that people just…well…like. It’s like a wedding, and the guests adore the beautiful bride. Even if she happens to be a tablet computer.
In the meantime, I look forward to reading the breathless first reviews from people who stand in line all night to get the first iPads. It’s all good cheery fun that dovetails with the improving economy and the coming of Spring.
And, at least for a little while, it’s nice to be part of the Apple geek club.
LINKS: Not necessarily endorsements:
- Product and marketing lessons from Apple
- What 1984 Macintosh marketing reveals about iPad
- Steve Jobs: Lessons from a Marketing Genius
Apple’s 10 Billion…eBooks?
Apple iTunes Store Sells 10 Billion Songs
Ten billion. That’s how many songs have been legally downloaded from Apple’s iTunes Store.
This is what that looks like: 10,000,000,000
If it look impressive, that’s because it is. And it is significant because it may represent a small victory in the war over digital piracy. Apple has made it easy and affordable to buy music (something the record industry didn’t do themselves). As a result, people have paid money for stuff that they can easily steal.
If you own an iPod, iPhone or some other Apple device, you know that the Apple iTunes Store is really, really easy to use. Plus, they sell more than just music. You can get movies and TV shows as well.
As the iPad comes out, Apple will begin to roll out ebooks, newspapers, magazines, and other new media content. It’s going to be a broad range of materials, many of which will be purchased by the download. (Currently there is no subscription model.)
From a content perspective, this is a huge opportunity. People have grown used to getting content for free on websites. Few websites have managed to get money out of their visitors. Marvel Digital and Disney Digital have online subscription models, but those are premiere brands with highly exclusive content resources and characters.
As the iPad hits the streets, Apple is going to be working hard to get you to pay for content. Amazon already gets people to pay for ebooks and blogs on the Kindle, so there is a segment of the population prepared to pay for content.
No, don’t get me wrong. I am not looking forward to paying for stuff that I am getting free today, but that’s how it goes. Only so many websites and publishers can survive on the freemium model. Eventually someone is going to have to pay.
Sure, there will always be people who figure out a way to get stuff for free. In fact, many pirates don’t rip DVDs and MP3s because they want the media. They do it because they enjoy the challenge of cracking the code or beating the system. (And DRM doesn’t seem to work.)
With ereaders like the Kindle, Nook, and iPad, publishers are going to have to figure out a way to get people to buy digital books and magazines. Free is not a sustainable business model for most publishers. As the music industry will attest, it’s not going to be easy, but it is possible to get people to pay for media.
Price them right, make them easy to get, and maybe in a few years I’ll be blogging about how there were 10 billion ebooks sold on the Apple store.
LINKS – NOT NECESSARILY ENDORSEMENTS:
- Apple iTunes Store Records 10 Billionth Download, Gives Away $10,000 Gift Card
- 10 Billion Songs Sold by Apple’s iTunes Store
- Simon & Schuster Issues Digital Piracy Policy
- Publishers Fear eBook Piracy, But Shouldn’t
- Piracy, Avid Readers and New Business Models
Good Content in New Channels
Win the blue ribbon for creating good content.
As the tech world breathlessly awaits the new technological wonder by Apple, it’s worth taking a step back and recognizing what this is all about. Y’know, deep down.
It’s about Content. Content with a capital C. The kind of content that will make the Apple iPad tablet device worth buying.
Superior hardware is great. But without content, it’s going to get dull fast. And with faster processors and cheap RAM, dull happens at mind-boggling speed.
There is a tablet PC and ebook ereader war brimming on the horizon. Cheap laptop versus Netbook
But the excitement isn’t really about the hardware. It’s about the content experience the technology will bring. And here’s the really important point: We all know that this type of content already exists. We can close our eyes and imagine how cool it will actually be when we can buy it. It’s a Jetsons fantasy.
Every week Hollywood releases a new action-packed thriller dripping with special effects. Of course, these movies find a core audience, but they usually come and go fairly quickly. Many people avoid these movies because the plots simply string together the special effects. And yet, audiences came out in droves to watch Avatar. It had enough story to make the special effects relevant and necessary.
IMax, 3D, and special effects existed long before Avatar. It’s just that people heard that the story was good (it was) and the special effects were awesome (they were). So people not ordinarily inclined to run out to the theater and wear 3D glasses went to see Avatar.
So what’s this mean to you?
Well, if you’re a content creator, it could mean a lot. If you create good content, some of it may find life on another device. People with a tablet will be looking for content, so you and your target audience have another opportunity to discover each other. Think of it as Content Meets Opportunity.
If you’re a marketer, then you gain a new channel for sharing your brand benefits. People want to discover new products and services that make their lives better, easier, or more fulfilling. If you have a brand that does that, your audience will want to know more about it. They may even want to try it before they buy it. New channels mean new ways to connect with your target audience.
The iPod changed the way we interacted with music. And the iPhone changed the way we thought of applications. These devices became personal lifestyle extensions. So, yes, there’s good reason to be excited about Apple’s “big announcement.”
However. If you create lazy, uninspired content or you hype mediocre brands, please don’t bring it to this new device. Let’s not clutter brand new screens with irrelevant content or messaging. Nobody wants it or needs it.
And now, let the tablet wars begin!
10 Marketing Tech Predictions for 2010
I’m a total nut for tech predictions. Love ‘em. Not only does it get me excited about the future of technology, it warms my marketer’s heart. Every new tech channel represents a new way for marketers to communicate with their target audience. And for people to discover brands and solutions that they actually want.
Since I primarily write about tech trends that affect marketers, here are my:
The Words + Pictures = Web
10 Marketing | Tech Predictions for 2010
1. Widgets and Apps Will Explode
Yes, we saw a pretty big year for Apps, thanks to the iTunes store servicing the iPhone and iTouch. But with Android and Kindle and even HP having stores, we’re going to see a big, fast expansion of useful apps. And people will want these apps to synchronize across devices and platforms.
What it means for marketers: A lot. Brands that create useful apps will see adoption rates soar. It doesn’t matter if it’s branded. If people need something, they will use it. If it happens to keep your brand top of mind, well, then good for you.
2. Web Analytics Will Improve
Every marketing initiative needs to have some sort of measurable ROI. Without a strong analytic package, you can’t tell what works and what doesn’t. The tools that we use are probably (hopefully) going to get better now that Adobe owns Omniture. Even free packages like Google Analytics are getting better, which pushes paid solutions like WebTrend and Omniture to innovate to remain competitive. Expect to see better tools for measuring Flash.
What it means for marketers: Good news for marketers who like numbers. Now, you will have even more numbers.
3. Microsoft Will Strike Back
Signs of life are bubbling up again from Redmond. Microsoft took a beating from Google, which has reinvigorated their competitive spirit. Bing is turning out to be a pretty decent search engine, which is encouraging for search marketers.
What it means for marketers: Microsoft is serious about making money in search, so they are actively courting search marketers. We’re already seeing them push Google to release new features, which is good for everyone. If you are using search engine marketing (SEM) campaigns, you can expect more options from Bing. And from Google, who will continue to maintain their lead.
4. Tech Will Move Off the Desktop
In recent years, everything has been focused on the desktop. But powerful mobile tools have changed the way we interact with websites. The traditional desktop will survive 2010, but it won’t be the only way people interact with the web.
What it means for marketers: It means that every new device — from the Kindle to the television — is now a new channel to communicate with customers. Smart marketers will be putting messages everywhere.
5. Newspapers Will Slip Further
Okay, this one is almost a little mean. Like teasing the short fat kid in school for being, well, short and fat. But newspapers are going to slip even more rapidly than they did in 2009. In the end, it’s likely that we’ll end up with a few national papers (like USA Today), a few regional papers (like New York Times), and maybe a few weekly local papers.
What it means for marketers: It’s a mixed bag. If you have a good PR team, you can get a story on the wires and have it syndicate to a lot of readers. That’s very encouraging. But with fewer reporters and papers, it’s going to get harder to get some ink. With less print out there, it will get a little more challenging to communicate with older demographics.
6. Mobile Marketing Will Get Sophisticated
We’ve been marketing to mobile devices for years now. Some agencies are quite good at it, but sadly, many more are not. Most mobile marketing is pretty lame. This year we’ll see the good agencies roll out marketing campaigns that make full use of mobile devices. Right now, mobile marketing is still rather simple. Look for more sophisticated and personalized applications.
What it means to marketers: It means that mobile content and incentives will need to be formatted for multiple screens. Don’t expect users to wait for your massive homepage to load.
7. Electronic Coupons Will Become Location Aware
Everybody loves a good discount. But if you forget your coupon at home, you may wait until the next trip to the store before you make a purchase. That’s a missed opportunity for brands. Many new devices have location-based software, so more marketers will figure out how to use this for offering coupons and incentives at just the right moment….like when they’re in close proximity to a store.
What it means for marketers: More sales and happier customers. Also, brick and mortar stores will star to win back customers from online shoppers.
8. Content Marketing Will Matter Again
Traditional media is slipping fast. That doesn’t mean people don’t need content. People want to know more about the product you sell, but also about how your product compares in the category. Content marketing will mean that your content must be fresh and vital for your target. Set it and forget it? Forget that. Write more content and make sure it’s formatted properly for the channel.
What it means for marketers: Make friends with a good copywriter. Try to tap them for ideas on how to update websites and other resources, so that your are providing proactive content for your audience.
9. Social Media Marketing Will Mature
Over the last few years, social media channels have become an effective way to connect people and products. But as the audience grows and diversifies, Facebook (and other social channels) will offer more mature and measurable ways to talk to targets. Banner ads? Sure, for certain awareness campaigns. But also look for more powerful fan-page types of services that give more flexibility and power to the brand.
What it means for marketers: Social media is probably going to get more expensive, but you’ll get more for your dollars.
10. New Hardware Will Change Brand Messaging
Kindles, iPhones, and the eagerly anticipated Apple tablet will give us new and interesting ways to tell people about our brands. But as the hardware becomes more powerful, it takes longer to figure out how to truly use it effectively. Initially, we just mash up existing technologies with new technologies (look it’s video…and now it’s on an iPhone!). New hardware will give us some immediate and measurable ways to deliver messages. But this year we’re going to peel back another layer to these devices, and discover new applications and opportunities.
What it means for marketers: Figure out how your message scales to new hardware before the competition figures it out first.
So there you go. Those are some of the tech trends that I believe will affect marketers in 2010. I’m sure I’ve missed a few things, but now you know what sort of stuff I’ll be working on this year.
Did I miss anything? Let me know your thoughts.
Kindle Sells Big for Holidays
Amazon’s announcement that they sold a lot of Kindle 2 ereaders comes as no surprise. The big news was that, according to Amazon, the Kindle was the best selling item ever on Amazon.com.
Okay, that’s big news for several reasons. For starters, the obvious is that the reading public seems ready for another tech toy, even if it’s kind of expensive and primarily a single-use device. It’s also big news for Barnes & Nobles, which seems to have missed a big opportunity by not being ready with their Nook ereader for this holiday season.
I went to the B&N store near my house and checked out the Nook. It was, as I expected, just like the Kindle. I mean, other than the somewhat minor difference in navigation (that little color strip at the bottom), it looked and felt like my Kindle. Except…well, except I couldn’t buy one on impulse. Ironically, I did leave purchasing a Sudoku book as a Christmas gift. Print, for my analog father.
Borders recently announced that they’d be selling ebooks. It’s sort of sad, though, since the Borders near my house is now going out of business. I’d purchased a lot of books from that store over the years and I’m sad to see them go, but Borders is starting to look like a casualty of a much larger war being waged among bigger, better armed opponents.
And, addressing the 800 pound gorilla in the room, everyone is talking about the eagerly anticipated Apple tablet. The tech press thinks that it will be dubbed the iSlate or iTablet, since Apple seems to own the domain name iTablet.com.
Anyway, if Apple actually enters the tablet PC market — and offers ebook reading software — this could have a significant effect on how we read and consume books. And if you read comics, a color tablet will quickly change how you buy and collect comic books. The aspect ratio of a vertical tablet will complement how current comic books are formatted.
If the iTablet is like a giant iPod Touch or iPhone, as some experts predict, it will be an amazing, game-changing device.
Lots of excitement out there. Sad to see Borders go. Looking forward to the iTablet. Hope the Barnes & Nobles near my house stays in business.
iPhone 3.0 Features for 17 Million People
As Apple has rolled out a list of impressive new features for the iPhone operating system (OS), one important detail has been giving only minor coverage.
According to CNet, there are now 17 Million iPhones out there…and 13.7 Million of those were sold in 2008. Um…wow. So, despite a struggling economy, people will find enough money to buy products that are really, really good. Or, in the words of Steve Jobs “insanely great.”
iPhone OS 3.0 great news for marketers & publishers, since iPhones (really just mini computers) are perfect for multimedia communications. Better applications make it easier for people to consume media of their choice. If they want news, they’ve got it. If they want video, it’s all there. And, if they actually want product information, it’s there too.
The iPhone continues to grow as a business and personal device.
Insanely great? An understatement.
Podcasting Your Brand Message
Looking for a new way to spread the word about your business or service? Look no further than your iPod.
If you have an iPod (isn’t that a requirement for living in the USA?), you have iTunes.
There’s a button for “Podcasts,” which are audio programs. Like radio shows without the radio.
I download podcasts every time I plug in my iPod. It’s a free and legal service provided by Apple.
One of my favorites is the screenwriting podcast “On The Page,” hosted by Pilar Alessandra. As an educational and motivational resource, On The Page is nearly as good as having your personal writing cheerleader. (Note: If actual cheerleaders would like to cheer for me, please send photos.)
On the podcast, Pilar would talk about her Los Angeles screenwriting classes. These sounded great, but could be a long drive for me, since I live in New Jersey.
Then…she announced a New York class. And with the speed of Mercury and the riches of Midas, I sent her $125.
I sent my money because the podcast actually proved that Pilar knew how to teach screenwriting. Think about it. I sent a total stranger $125 over the Internet. Because I listened to her podcast every week, Pilar was not really a stranger. Her podcast proved that she was what she claimed: A professional who taught the craft and business of screenwriting.
For Pilar Alessandra’s screenwriting classes, podcasting turned out to be an effective marketing tool.
Is something you’re doing worth talking about? Consider speaking about your brand message through a podcast.
Pilar ALESSANDRA & Buddy Scalera in NY
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