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