Online Marketing Strategy Iphone

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Digital Marketing Graduate Academy 2008

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  • Apple’s New iPod Touch
    A Worthy Innovation or a High Priced Techno Overload?
    http://www.slideshare.net/Zanura/new-i-pod-touch-review
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  • Do you think apple should get enganged with their online community in order to listen and understand the targeted audience better?

    Would this strategy help iphone become better product in the future?

    How should they engange with their online community?

    Your thoughts are welcomed...
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Online Marketing Strategy Iphone

  1. 1. Online Marketing Strategy - iPhone Mohamed Osman
  2. 2. Background Research <ul><li>iPhone target consumers </li></ul><ul><li>Professionals </li></ul><ul><li>Corporate users </li></ul><ul><li>Entrepreneurs </li></ul><ul><li>Care Workers </li></ul><ul><li>High school, college and graduates </li></ul>
  3. 3. <ul><li>Positioning - product differentiation </li></ul><ul><li>Convenient </li></ul><ul><li>Value </li></ul><ul><li>Personal and professional use </li></ul><ul><li>Market for high end/smart phones </li></ul><ul><li>Small % compared to general phone market </li></ul><ul><li>Early adopters </li></ul><ul><li>Higher market growth potential </li></ul>
  4. 4. Half of iPhone Users Are Under age 30 Source: Rubicon Consulting, March 31, 2008. http://rubiconconsulting.com/downloads/whitepapers/Rubicon-iPhone_User_Survey.pdf
  5. 5. Most iPhone Users Had Previous Apple Experience Source: Rubicon Consulting, March 31, 2008. http://rubiconconsulting.com/downloads/whitepapers/Rubicon-iPhone_User_Survey.pdf
  6. 6. Most iPhone Users Are Technically Sophisticated Source: Rubicon Consulting, March 31, 2008. http://rubiconconsulting.com/downloads/whitepapers/Rubicon-iPhone_User_Survey.pdf
  7. 7. Where Is The iPhone Community Online?
  8. 8. Listening <ul><li>Some of The Free Tools Used </li></ul><ul><li>Google AdWords </li></ul><ul><li>Google Alerts </li></ul><ul><li>Addict-o-matic </li></ul><ul><li>Del.icio.us </li></ul><ul><li>Yahoo Pipes </li></ul><ul><li>Bloglines </li></ul>
  9. 9. Areas Monitored By These Free Tools <ul><li>Traditional / mainstream websites </li></ul><ul><li>Social networks (e.g. Facebook, MySpace, Bebo) </li></ul><ul><li>Social news / bookmarking sites </li></ul><ul><li>Forums / discussion boards </li></ul><ul><li>User-generated content (UGC) </li></ul><ul><li>Blogs </li></ul><ul><li>Microblogs (e.g. Twitter, Jaiku, Plurk) </li></ul><ul><li>Tags </li></ul><ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>Source: Online Reputation and Buzz Monitoring Buyer’s Guide 2008 </li></ul><ul><li>http://www.e-consultancy.com/publications/online-reputation-and-buzz-monitoring-buyers-guide-2008/ </li></ul>
  10. 10. Findings From The iPhone Community <ul><li>Main issues with the iphone </li></ul><ul><li>Security </li></ul><ul><li>Battery </li></ul><ul><li>Coverage (US) </li></ul><ul><li>Restricted (SDK) </li></ul><ul><li>Secretive/Cautious </li></ul>
  11. 11. Is Apple Listening?
  12. 13. Proposed Strategy <ul><li>Break the silence </li></ul><ul><li>Opportunity for brand engagement </li></ul><ul><li>Improve the site usability and navigation for brand engagements </li></ul><ul><li>Consider upgrading the forum discussion </li></ul><ul><li>Reach out to prime audience </li></ul><ul><li>Drive links to you site from the iphone/Apple community </li></ul><ul><li>Understand social media </li></ul>
  13. 16. How You Tube helped to carve out a career <ul><li>Meet musician Ronald Jenkees on YouTube </li></ul><ul><li>“ YouTube is awesome for marketing. Whenever I upload a new video, 40,000 subscribers get an email notification. So that acts as my mailing list whenever I’m ready to share a new jam or some news” </li></ul><ul><li>Source: http://www.ronaldjenkees.com/ </li></ul>
  14. 17. How To Engage With Your Online Community? <ul><li>Target your online community </li></ul><ul><li>Listen and understand your community </li></ul><ul><li>Honesty </li></ul><ul><li>More transparency </li></ul><ul><li>Challenge opinion leaders </li></ul><ul><li>Involve your consumers in the process </li></ul><ul><li>Web measurements </li></ul>
  15. 18. Challenges <ul><li>Internal resource constrains </li></ul><ul><li>Lack of available metrics and measure of ROI </li></ul><ul><li>Internal involvement at all levels </li></ul><ul><li>Fear of cultural change </li></ul><ul><li>Control </li></ul>
  16. 19. Any Questions? [email_address]

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