Oct 15, 2011

"Steve Jobs Was Digital Maverick but Marketing Traditionalist"

"Steve Jobs Was Digital Maverick but Marketing Traditionalist", this is the title of the article published on the AD Digital written by  

He was marketing traditionalist in communications tools, but he already knew the importance of building a strong brand. 

I leave you with some relevant excerpts of the article about the marketing strategy process of Steve Jobs:  

«At a time when marketers obsess over the virtues of targeting, "likes," dashboards, platforms of all stripes and sophisticated social-media-monitoring schemes, Mr. Jobs kept it simple: tell the story of how an amazing product can change your life in the best environment possible.»


«Mr. Jobs was involved in every aspect of the marketing, down to the copy on TV ads, and didn't hesitate to kill a campaign that didn't meet his standards. Everyone at TBWA's Media Arts Lab, the agency set up to serve Apple, knew that the bar to meet was set by Mr. Jobs himself and articulated at weekly meetings on creative and strategy. "He's the person who would see a technology and say, "This is what it can give a real person in the world,'" Apple co-founder Steve Wozniak told the BBC. "I would say marketing was his greatest strength." »

«Allen Olivo, who spent two stints as a marketer at Apple, and now teaches marketing at UC Berkeley's Haas School of Business: "Steve not only liked advertising, he understood the value of advertising as part of building a brand, selling products and creating an entire customer experience.
There's a widely held trope in the tech community -- strong even among Mr. Jobs' disciples -- that the product is the marketing. Or as venture capitalist Fred Wilson once wrote, "marketing is what you do when your product or service sucks."
But Mr. Jobs didn't see it that way. While Apple's seductive products and luminous storefronts are core elements of its brand, Mr. Jobs saw the advertising as inextricable from the product. That's because the product wasn't an iMac, iPod or iPhone, it was the brand itself and how a well-designed product -- any product -- can make your life better.»

«Mr. Jobs' complete control over the message also flies in the face of current marketing dogma that the consumers themselves should tell the brand story through actions on Facebook or conversation on Twitter. Apple barely has a presence on either platform. Apple just recently set up a YouTube channel, but that, too was to better control the brand experience. Comments on Apple videos are always turned off.»

full article


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