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3 Movements Every Digital Marketer Must Watch Now

As always, there are a lot of changes going on in the digital marketing world right now.  From the ever evolving social media networks to new technology to radical shifts in the way traditional services are delivered.

One thing is for sure, 2015 is going to be an exciting year.  A year where I think digital marketers are really going to have to think long and hard about the way they are reaching customers.  As I was thinking today, there are 3 things that come to mind that I will to be paying attention to in the new year.  Things that, while not exactly related, have the potential to represent big changes in the marketing world.

Facebook Algorithm Changes

There is a lot of buzz in the social media marketing world right now around upcoming Facebook changes that will begin in the new year.  To sum it up, basically Facebook is going to give even less visibility to “overly promotional” posts.  While most businesses understand that their fans do not want to see “overly promotional” content in the first place, it’s still unclear exactly where the line is going to be drawn.  One thing is for sure, it means even less organic reach for Facebook brand pages.  And if you are a social media marketing manager or just happened to inherit that responsibility at your company – you know organic reach has already dropped significantly.

What does it mean?  Well, it simply means now more than ever if digital marketers really want to reach people on Facebook in a meaningful way, it’s going to require a budget to do so.  Facebook is continuing to adopt a pay to play model and that’s not going to change anytime soon.  This also means that other social networks will quickly follow and begin to move toward this model.

The other thing that this means is that some companies will simply drop their Facebook page all together.  One notable company to already do so is Copyblogger.  A very well known name with over 35,000 likes and they dropped it.  Why?  Because the ROI on the organic side just wasn’t there.  I highly recommend watching this eye opening video (it’s a bit on the long side, but 100% worth it) regarding Facebook advertising.

WATCH: Facebook Fraud

Wearables

Wearables are everywhere right now.  I’m not just talking about smartwatches here, I’m talking about fitness bands like the Jawbone Up 24 and Fitbit Flex.  We are now able to monitor more than ever and get data in real time.  The more connected we become throughout the day, the more avenues digital marketers will have to reach customers in new ways.  While the messages may be the same, the delivery and strategy behind reaching people at the exact moment in time on the exact device that’s right for them will present new marketing challenges. 

I expect all of this to be taken to another level when the Apple Watch is released.  When a player like Apple comes to the market, it has the ability to really change everything.  If Apple gets its watch right on the first try, we will see an accelerated growth and mass adoption come very quickly.

What does it mean?  This means one more place potential customers will be looking at your marketing message.  It means making sure your message reads well on an even smaller screen.  Making sure your website is 100% responsive – even on a watch.  Basically, it means one more thing to add to your overall marketing strategy when you think about your typical customer life cycle.

Apple Watch

Uber-Sumer Movement

By now most of you have probably heard of services such as Uber (rideshare and taxi service company that gets you a driver in minutes via an app) and Airbnb (services that allows you to rent a place to stay from local hosts in 190+countries), but have you heard of Feastly?  Feastly allows “everyday” people to become cooks and essentially turn their house into a scaled-down version of a restaurant. 

This shift powered by the millennials of  everything being right now.  People are becoming used to getting things immediately, the way they want it and how they want it.  Instant gratification is being taken to a whole new level and it’s becoming expected from consumers.

What does it mean?  It means taxi services, hotels and even some restaurants are potentially going to have to reinvent themselves or die.  These concepts could be what services like Netflix were to Blockbuster.  It’s a radical shift, but it’s one that’s very real and cannot be ignored by marketers.

Uber

What Do You Think?

How do you think these changes will impact marketers in 2015 and beyond?  I’d enjoy hearing your thoughts. Contact me.

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Apple iPhone 6, Being First vs Being the Best

iPhone 6 from Apple.com

Photo of iPhone 6 from Apple.com

After the recent iPhone 6 launch event, I can’t help but pause to take note of everything Apple does right. I know it gets said a lot, but they truly are an amazing company with the ultimate brand and marketing strategy. They just “get it” when so many other companies don’t and come up big where others fall short.

Following the event, I came across this article that pointed out three things that makes Apple stand out – trust, taste and utility. In the article, Steve Lohr is mainly talking about the Apple watch, but I wanted to offer my take on these three values and cover an additional point that makes Apple stand out to me

People Trust Apple

Apple has created a brand that people trust. For the most part, when someone buys an Apple phone like the iPhone 6, they know that it’s going to work correctly and be easy to use. They trust that Apple took their time to do the research needed to put out the best phone on the market. Apple has created a brand that is simple, sleek and delivers products that are sexy. And if there are any issues, Apple always seems to do whatever it takes to get it right. As the article I referenced above mentions, it’s not uncommon for loyal Apple customers to even go out of the way to defend the brand and its products when they do make mistakes. One thing is for sure, when it comes to technology, this company has earned the ultimate level of trust.

Question: What is your brand?  And do people trust it?  Get more info on branding development here.

Apple Has Great Taste

When it comes to design, it just doesn’t get any better than the iPhone 6, 6 Plus and the Apple Watch. This new lineup of products nails the design element again – all the way across the board. I really questioned some of the wearables that I’ve seen from other companies such as Samsung, but as soon as I saw the Apple watch I knew things would be different. I immediately thought, “now there’s a techy watch that I’d actually wear.” With all of the different bands and styles – the Apple Watch looks to be elegant but highly functional. With it’s release date being early 2015, there are still some questions to be answered, though I have a feeling Apple is going to come in and set the new bar when it comes to expectations from wearable technology.

Apple Products Work

Apple products “just work.” This has been said time and time again. Apple has a reputation for delivering products that function exactly as they should right out of the box with a very minimal learning curve and quick setup times. The iPad is a perfect example of an Apple product that has been proven to be incredibly easy to use for kids just over 1 year old all the way to the elderly. The best word to describe the usability factor would be “intuitive.” What I mean by that is that things work just the way you’d expect them to.

It’s Not Always About Being First. It’s Always About Being Best.

When it comes to marketing strategy and execution, Apple gets it’s not about being the first, it’s about being the best.  Many other phones have come to market with larger screens over the past couple years and wearables like the Apple Watch are no longer something new. Apple could have rushed to market with these devices I’m sure, but they take the time to do it right. They understand that it’s not about having good design; it’s about having great design. Apple understands that when it comes to marketing, having a well thought out strategy makes all the difference in the world. There’s a reason the Apple events like the iPhone 6 launch get the exposure they do. It’s because Apple won’t settle for anything but the best.

Wrapping It All Up

Over the next few weeks, there will no doubt be a lot of buzz as the new iPhone 6 and iPhone 6 Plus devices ship and consumers get their hands on them for the first time. Sales numbers will be astronomical as they always are leading right into this holiday season. And while it may seem like Apple is this gigantic company (which they are) I can’t help but think about how any business couldn’t help but see success by focusing tirelessly on all of these things. All the way from Apple’s brand identity to its marketing strategy they work and work until it’s right.

While a large part of these Apple events is all about launching new products and driving sales, when you pay attention to everything that goes into it there are so many learning opportunities. I challenge you to think about how you might be able to apply some of these values to your business. I know I certainly have and will continue to do so.

Get more: Find this article helpful?  Let’s talk business marketing strategy.

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