This year we are celebrating my company’s 10year anniversary! So for a third of my marketing career I have now been working for myself. I am attempting to produce 10 articles over the year. These are to air my thoughts and observations about subjects which were topical in 2007, but still have resonance today in business, marketing and even life in general.
So here is my first article which covers one the biggest and far reaching topics ….
For consumers, the smart phone didn’t exist until we heard about Apple announcing their iPhone in January of 2007. It wasn’t made available in the United Kingdom and other European countries until November later that year.
I owned a Noikia back then, the brand which dominated the mobile phone market. I was however feeling that I may have been missing out as I didn’t have a Blackberry. Boy did Apple’s device change all that!
The iPhone has been the catalyst for far reaching and significant change. Since the launch of the iPhone, smart phones are having a significant impact on life today, in particular to the way we communicate and are influenced.
If it wasn’t for the development of the iPhone, Marketers may have still been tied to the desktop PC and social media would have not grown as exponentially as it has. The opportunities in digital marketing would probably have been more limited and restricted marketing campaigns to relying on emails. Digital marketing is no doubt one of the biggest ‘job’ creators as the number of projects undertaken involving this area of marketing continues to expand.
The development of the Apple brand and Noika’s demise just shows the importance of continually reviewing a brand’s strategy. Its a great case study on how a brand champion, as determined as Steve Jobs, could dictate the market by following the marketing’s mantra of truly ‘adding value’. He was responsible for marketing the Apple brand and products, tuned perfectly to represent a ’lifestyle’. His legacy also ensures that Apple’s products are still sold at a significant premium over their competitors.
Finally, the biggest challenge I always face, when discussing any aspect of traditional and or digital marketing whether it’s e-newsletters, public relations (PR), social media or websites, is that I always come back round to the marketing strategy. Steve Jobs had a vision but his execution wasn’t an accident, it was driven by a fervent belief on converting that vision into a plan and then being measured against it.
With this in mind and after 30 years in business and marketing, I am still amazed how marketing strategy and planning appears to be often side-lined to ‘something we have to do when we get time’ pile – I always wonder whether all their competitors think the same?