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Trend Truth: Master Marketing


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Targeted online marketing has endowed the iPhone with enormous brand awareness. This TrendTruth from FGI Research explores what we, as marketers and marketing researchers, can learn from Apple's success.

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Trend Truth: Master Marketing

  1. 1. TrendTruth: Master Marketing 90% of consumers say they are aware of the iPhone brand. How does Apple do it?
  2. 2. June 8, 2009: Apple kicks off Worldwide Developers’ Conference.
  3. 3. <ul><li>300,000 blog posts during two months before the conference mentioned Apple’s iPhone </li></ul><ul><li>On the first day of the conference, blog traffic on the topic increases 250% </li></ul><ul><li>Our survey data show that 90% of consumers surveyed are aware of the brand </li></ul><ul><li>People are definitely talking about Apple online. </li></ul>
  4. 4. What about other smartphones? <ul><li>77% of surveyed were aware of the Palm </li></ul><ul><li>90% were aware of the iPhone </li></ul><ul><li>93% were aware of the BlackBerry , slightly more than the iPhone </li></ul><ul><li>Still, of those who bought a smartphone in the last 6 months, 1 in 4 bought an iPhone. </li></ul>
  5. 5. How can online marketing impact brand awareness?
  6. 6. <ul><li>Depends on who your target is. Apple targets their ideal audience: young, tech-savvy professionals </li></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Social networking </li></ul></ul><ul><ul><li>Personal blogs and word-of-mouth </li></ul></ul><ul><li>This tactic may not work for those whose audience is not online… </li></ul>
  7. 7. Who is Apple’s audience? <ul><li>69% of recent iPhone-buyers are male </li></ul><ul><li>31% between the ages of 25-29 </li></ul><ul><li>38% between the ages of 30-34 </li></ul><ul><li>31% make between $50k-75k per year </li></ul><ul><li>75% make more than $50k per year </li></ul>
  8. 8. Actionable Insights <ul><li>Ask yourself: Who is my audience? Will they be online? If so, where? </li></ul><ul><li>Survey data and social media monitoring can give you insight into your targets’ level of Internet savvy </li></ul><ul><li>If your customers are online, take steps to engage with them through online marketing. </li></ul><ul><li>Stay abreast of the trends with regular monitoring and market research. </li></ul>
  9. 9. How do we know this?
  10. 10. Survey Methods <ul><li>Date of Survey: 6/18/2009 </li></ul><ul><li>Respondents: 345 </li></ul><ul><li>Sample Source: FGI SmartPanel </li></ul>This nationally-representative sample consists of adults aged 18 and up and is balanced to the US population using recent census data. One can say with 95% confidence that the maximum margin of sampling error is ±4 percentage points.
  11. 11. Why FGI <ul><li>Custom online panels </li></ul><ul><li>Branded online communities </li></ul><ul><li>SmartPanel: 100,000+ panelists </li></ul><ul><li>SmartPanel Community </li></ul><ul><li>Human experts who handle each step of the process with you and your customers in mind </li></ul>
  12. 12. FGI Research: custom panels, research experts, dynamic approach.
  13. 13. <ul><li>This TrendTruth is produced by FGI Research. Learn more about the market trends online at our TrendTruth blog… </li></ul><ul><li>… or follow us on Twitter! </li></ul><ul><li>@TrendTruth </li></ul><ul><li> </li></ul>