Monthly Archives: October 2008

Apple, Please Listen to Us!

One of the main reasons Apple has been such a success in recent years is because of the amazing ability of Steve Jobs to develop products we all love. Jobs is a true visionary, and best of all he understands how to use technology to improve lives.

But how does he do it? He could be developing and marketing products that he likes, or he could be trying to figure out what we need/like and developing technology for us. I believe that Jobs develops products he personally would like to have and puts little if any emphasis on what consumers actually want.

So far it seems consumers like what Steve likes, so this strategy has worked out great for Apple. Some of the great products developed this way are iLife, iTunes, iPod, iPhone, and of course OS X or should we say NeXT. Sure there have been a few misses like the Lisa, Apple TV (ok TBD), HiFi, etc. but for the most part, there has been many more successes than failures.

This develop what Steve likes strategy for Apple, and has lead to amazing profits and growth at Apple.(Was going to talk about the stock price here, but that’s not lookin so hot) Sure it has been great for Apple, shareholders, and consumers, but this is going to be a major problem for Apple when Steve leaves. Apple has turned into a company that is completely dependent on Steve Jobs. Others come up with ideas and develop great products, but Jobs is the ultimate decision maker on if new products get developed and go to market.

This has left a void at Apple in the area of consumer research, customer retention, and customer service. These three areas leave them vulnerable to a backlash from consumers as they continue to grow and Steve gets closer to moving to Denver and joining a cult of people who wear Levi’s and a black mock turtlenecks.

TBC…

5 reasons a traditional advertiser needs to get online experience

I finished yesterday’s post by saying that if you have not gotten into online advertising, start now.  This statement was directed at the traditional advertiser, you must keep up with the times or you will be passed by.

In an effort to follow that up, below are 5 reasons a traditional advertiser needs to get online experience.

1.Have you looked at the job boards for advertising positions lately?  Almost all of them are for people with online experience. How comfortable do you feel with your job?

2.You can apply what you learn online to traditional media.  You can fine tune creative online, and then apply what you have learned to traditional media.

3.You can get focus group type information online without paying for a focus group. Monitor your consumers, potential consumers and competition, with tools such as Google Alerts, Technorati, and Twitter Search.

4.Your website has become the 2nd point of contact.  Think of it as your most important store.  How much attention would you give a store that does over 60% of your traffic?

5.You can track it.  You can show your clients or boss that it is working.  How important is that during this down economy?

Of course I could go on with a longer list, but why don’t you do that in the comments.

Good To Be Back!

Since it has almost been two months since my last post, I thought I should give you an update on what is going on.

Well one of the main reasons I have not made time to post is because I have been busy.  At Destination Marketing I work as both an Account Director(AD) and I lead up our newly formed Destination Digital online division.  (Title for that is TBD, should have one in the next few weeks.)

At any rate as a AD I lead 6 accounts and we are currently going through our strategic planning stages for next year.  This is the best part of my job as an AD, laying the vision and strategy is a big passion of mine.

If that has not been keeping me busy enough, I have also been swamped with online business.  We started with no clients around 5 months ago and now we have 4.  Everyone seems excited to try anything out during this downturn, and we are seeing great results for our clients online.

Right now we are working on 3 websites, 2 display campaigns, 5 PPC campaigns, and are deploying some new SEO strategies.  Yesterday for the first time ever, I saw one of our display ads on big time websites. Digg.com and CNBC.com.  Can’t tell you how gratifying that was.  It was like seeing or hearing the first TV or Radio commercial I was a part of 7 years ago.   The only difference is that I don’t need to wait to see if the ad works!

We still have lots to learn, and many new strategies to deploy, but things are going well and we are adding new employees to the department.   Trust, me if you have not gotten into online advertising, start now!