Steve Jobs' amazing marketing strategy – MUST WATCH
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Steve Jobs shares his amazingly different approach to marketing and how he used it to build Apple into one of the largest companies in the world.
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To me….marketing is about values. This is a very complicated world. It’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is! And so, we have to be really clear on what we want them to know about us.
Now Apple, fortunately, is one of half-a-dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony — it is one of the greats of the greats. Not just in this country, but all around the globe.
But even a great brand needs investment and caring if it’s going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back!
The way to do that is NOT to talk about speeds and fees. It’s NOT to talk about bits and mega-hertz. It’s NOT to talk about why we are better than Windows.
The dairy industry tried for 20 years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were falling. And then they tried “Got milk” and the sales went up. “Got milk” wasn’t even talking about the product. In fact, it focuses on the absence of the product.
But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember, Nike sells a commodity. They sell shoes!!!
And yet, when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than Reebok’s air soles.
What does Nike do in their advertising? They honor great athletes. And they honor great athletics. That’s who they are, that’s what they are about!
Apple spends a fortune on advertising — you’d never know it….you’d never know it!
So…when I got here, Apple just fired their agency and there was a competition with 23 agencies that…you know…four years from now we would pick one. And we blew that up and we hired ChiatDay, the ad agency that I was fortunate enough to work with years ago and created some award winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals).
And…we started working about eight weeks ago, and the question we asked was, “Our customers want to know who is Apple and what is it that we stand for…where do we fit in this world?”
And what we’re about isn’t making boxes for people to get their jobs done — although we do that well. We do that better than almost anybody, in some cases.
But Apple is about something more than that! Apple at the core…its core value — is that, we believe that people with passion can change the world for the better. That’s what we believe!
And we have had the opportunity to work with people like that. We’ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways.
And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that they can change the world are the ones that actually do!
And so, what we’re going to do in our first brand marketing campaign in several years, is to get back to that core value!
A lot of things have changed. The market is in a total different place than where it was a decade ago. And Apple is totally different — and Apple’s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different…and we understand that.
But values and core values — those things shouldn’t change. The things that Apple believed in at its core, are the same things Apple really stands for today.
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Internet marketing strategies are somewhat similar to the traditional marketing and the goals are basically the same. The only difference is that this way you don’t need to leave your room but you will still accomplish great things. It has many challenges, so even though it may sound simple, it is not easy thing to do.
This kind of work cannot be done by an amateur, since it requires great efforts that only professional can direct in the right way. In order for any company to do anything in this field, a thorough strategy should be created and you can’t expect results over night, since it takes time for a strategy to take effect.
Internet marketing strategies use the power of the internet to advertise a product or a service and reach as much people as possible. Having in mind that internet covers whole world, it becomes clear just how many people you will be able to reach. The prime thing that should be done is determining target audience and creating strategy with that in mind. Researching will surely provide you with many useful information, like the websites that your audience likes, the approach they appreciate and the designs they love. Lots of people are interacting with each other via social media platforms all the time. Sharing ideas has become quite a popular activity, and social networking makes it very easy.
Internet users widely use social networking websites, so internet marketers use this potential to advertise products on Facebook and Tweeter. These websites can be used in many different ways because you can create many incentives that will keep everything interesting. If lots of people like the things you do, the information will spread and more people will know about it. A video clip is a great way to provide a personal aspect to your business. Take advantage of YouTube and create an online video that explains to the viewers the way your business may benefit them. The live presentation can produce an even bigger impact on your target audience than plain text on the page. Make sure to encourage them to visit your internet site, you need to include your URL of your website in an easy-to-read format with your video clip and brief description.
Mobile Friendly Websites
Mobile phones are widely used, so you should work on producing a mobile, simple version of your internet site your mobile phone market can easily access. The view port for mobile devices is actually small, consequently simply add the most important information near the top. Make your contact info easily available. Work on providing bonus to shoppers if they add their email to your list. This is an effective way for you to mention special promotions as well as programs that only subscribers can access. Although you should try to be moderate about promotions since no one likes to have dozens of promotion emails every day. Be wise and choose interesting content that will attract the reader who will gladly visit your page and maybe even become a loyal customer.