online marketing strategy iphone

19
Online Marketing Strategy - iPhone Mohamed Osman

Upload: digitalspace08

Post on 30-Nov-2014

13.852 views

Category:

Business


0 download

DESCRIPTION

Digital Marketing Graduate Academy 2008

TRANSCRIPT

Page 1: Online Marketing Strategy   Iphone

Online Marketing Strategy - iPhone

Mohamed Osman

Page 2: Online Marketing Strategy   Iphone

Background Research

iPhone target consumers

• Professionals

• Corporate users

• Entrepreneurs

• Care Workers

• High school, college and graduates

Page 3: Online Marketing Strategy   Iphone

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

Page 4: Online Marketing Strategy   Iphone

Half of iPhone Users Are Under age 30

Source: Rubicon Consulting, March 31, 2008. http://rubiconconsulting.com/downloads/whitepapers/Rubicon-iPhone_User_Survey.pdf

Page 5: Online Marketing Strategy   Iphone

Most iPhone Users Had Previous Apple Experience

Source: Rubicon Consulting, March 31, 2008. http://rubiconconsulting.com/downloads/whitepapers/Rubicon-iPhone_User_Survey.pdf

Page 6: Online Marketing Strategy   Iphone

Most iPhone Users Are Technically Sophisticated

Source: Rubicon Consulting, March 31, 2008. http://rubiconconsulting.com/downloads/whitepapers/Rubicon-iPhone_User_Survey.pdf

Page 7: Online Marketing Strategy   Iphone

Where Is The iPhone Community Online?

Page 8: Online Marketing Strategy   Iphone

Listening

Some of The Free Tools Used

• Google AdWords

• Google Alerts

• Addict-o-matic

• Del.icio.us

• Yahoo Pipes

• Bloglines

Page 9: Online Marketing Strategy   Iphone

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/

Page 10: Online Marketing Strategy   Iphone

Findings From The iPhone Community

Main issues with the iphone

• Security

• Battery

• Coverage (US)

• Restricted (SDK)

• Secretive/Cautious

Page 11: Online Marketing Strategy   Iphone

Is Apple Listening?

Page 12: Online Marketing Strategy   Iphone
Page 13: Online Marketing Strategy   Iphone

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

Page 14: Online Marketing Strategy   Iphone
Page 15: Online Marketing Strategy   Iphone
Page 16: Online Marketing Strategy   Iphone

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/

Page 17: Online Marketing Strategy   Iphone

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

Page 18: Online Marketing Strategy   Iphone

Challenges

• Internal resource constrains

• Lack of available metrics and measure of ROI

• Internal involvement at all levels

• Fear of cultural change

• Control

Page 19: Online Marketing Strategy   Iphone

Any Questions?

[email protected]