1 Billion Reasons to be excited about Apple's iPhone
Thursday 5/7/09With Apple's big announcement last month, there are now at least a billion reasons to be excited about the iPhone!
In late April, Apple celebrated their 1 billionth download — just nine months after the opening of their app store. What does this mean for marketers?
Lots! The iPhone app market is incredibly valuable if you're looking
for a mobile presence for your brand because it allows you to
participate in the richest mobile marketing platform ever. From the fun
and funky Target app to shop for goodies, to streaming radio for your favorite NPR station or of live whales in the Pacific, the pool of options is bottomless.
The beauty of Apple's app store is that it's easy to use for app creators and users. And in a truly democratic spirit, every new app starts on a level playing field:
- A newly uploaded app begins in the "new release" category where it enjoys its moment in the sun.
- Based on user feedback, blogs and reviews, the app can stay in the iTunes spotlight by generating more and more buzz. And more buzz in this ever-growing market base leads to more app sales!
With the official release of the iPhone 3.0 operating system right around the corner, be ready for an eruption of new iPhone apps. Maybe the next billion downloads won’t take quite so long...
Great eMoments of 2008
Tuesday 12/30/08
2008 has been a pivotal year in our world. Just think about it: in the course of 12 months, we've experienced the most incredible Olympics ever in China... the rebirth of Saturday Night Live with Tina Fey as Sarah Palin... a wave of Obama-mania which resulted in the first African-American president-elect in our history... and a huge economic upheaval that is [even now] redefining our entire economic structure.
Not only do these events impact our everyday world, but they also have huge ramifications for the digital world where we all spend so much of our time...
- Barack Obama's New Media Department uses online marketing in politics... and it works! By using digital media to keep in touch with his supporters [using an e-blast to announce his vice-presidential choice, and advertising heavily online - even posting ads on video games], Obama created a team dedicated to new media and social networking... and completely redefined what it means to campaign for political office. Thanks, Team Obama!
- Google releases updated Analytics code. Just when we thought Google couldn't get any more impressive, they released an updated version of Analytics in October. With more reporting options and more flexible ways to view data, Google has made their easy-to-use tools even easier to use!
- Touchscreens and iPhone SDK info proliferates. Okay, you have to admit it: touchscreen phones are just cool, and we're happy to see that all cell carriers are now offering them. What's better than that? How about the fact that Apple released SDK information in March? What that means is that mobile content creation is now in the hands of creative types [like us] to develop applications for the iPhone.
- Hulu appears on the horizon. Watch out, YouTube; a new player is in town - literally. The video sharing site, Hulu, has already seen huge growth in 2008. Jumping from 88 million videos viewed in May to 235 million videos viewed in October, this trend is just the tip of the iceberg. The videos are quality, the site is easy to navigate, and as online-video soars in popularity, we think this trend will keep its momentum well into 2009.
- Social Networking is for everyone. In 2008, we've seen a significant rise in social networking among the middle age demographic. Between October of 2007 and June of 2008, Facebook experienced substantial growth with 35-54 year olds: in just nine months, this segment grew 172.9%... proving that social networking isn't just for teens.
Food Fears: No Need for Organic Anxiety
Monday 7/14/08
Walking down the aisles of your local supermarket, you've probably seen all the product packaging promoting the benefits of organic food. Everywhere we look, we’re taught that organic food is healthier, more nutritious, and free of chemical substances when compared to conventional foods. Some products even claim to protect consumers from cancer-causing pesticides. (I’ll take those in bulk, please!)
So is organic food truly a miracle? An escape from all our processed and genetically-altered products?
According to the National Center for Public Policy Research, 85% percent of Americans think so. Corporations such as Whole Foods Market, Ben & Jerry’s Homemade Ice Cream, and Wild Oats are profiting from publicity about environmental topics and our society’s obsession with food and health issues.
Many consumers assume that organic foods don’t contain pesticides or chemical fertilizers, but that may not be accurate. In most cases, organic farming is defined by what the farmers do not do to their crops rather than what they do. Even today, there seems to be little consistency in the methods of organic farming. Most of the organic movement is based on each farmer’s personal attitude, tactics, and philosophy on farming.
Some food manufacturers lead consumers to think that organic food offers nutritional benefits not found in other foods. But this isn’t true. Conventional brands have the same vitamins and minerals as organic products. Even the Organic Trade Association has published reports concluding that there is no scientific evidence that organic food provides more vitamins and minerals.
So with the expensive prices of organic foods and no extraordinary benefits, how will these businesses grow? How will they entice customers away from non-organic products?
Enter the “food fear” campaigns.
Some organic retailers design product packaging and advertisements that create broad public misperceptions, to discourage the use of products that are sometimes just as safe and usually more affordable.
This tactic seems to be working: U.S. organic food sales represent a six-billion dollar industry. And growth in certain food categories, like baby food, has increased by 110%.
So, the next time you go grocery shopping, pay attention to the marketing, and recognize it for what it is. And don’t be afraid to not go organic. Stick to foods that won’t break the bank and guarantee the same great nutrients…now that’s nothing to be afraid of.
For What It's Worth
Monday 7/14/08
Here’s a question confronting our latest crop of graduates: is the value of education worth its cost? It depends on who you ask.
With a four-year degree at a private college averaging $100,000 many college students graduate with thousands of dollars in debt, and often no job in sight. College loans and credit cards are making it easier to look past the expensive costs of tuition, books, and room and board, and the costs pile up quickly.
So is college worth the cost?
Most economic reports say yes. Throughout a working career, having a college degree can yield up to $1 million dollars more in pay than a high school diploma. Average income for a college graduate is $56,788 per year versus the average income for a high school graduate at $31,071.
In fact, obtaining any kind of degree after high school increases your paycheck substantially. Graduates from top trade school DeVry University have reported a 70% success rate in landing a job, and many secure jobs with salaries near $50,000.
Statistics aside, the true value of secondary education goes beyond pop quizzes and final exams. College helps develop students’ professional communication skills and teaches them to solve more of life’s problems. In college, some of the most important learning happens outside the classroom through activities, campus organizations and clubs. And a college internship is a great way to test-drive a future career.
Regardless of what you study, remember that, although money doesn’t bring happiness, it can help pave the road.
Helping Others...One Click at a Time
Thursday 5/1/08
"Helping to end world hunger."
It's a tall order. Many of us have poured pennies into those little UNICEF collection boxes, or collected soda can tabs, or sponsored friends in walk events. All with the goal of ending world hunger.
But how much does that actually cost? Is it even achievable?
According to United Nations' estimates, "the cost to end world hunger completely, along with diseases related to hunger and poverty, is about $195 billion a year."
So how are we, with our little boxes of coins, bags of soda tabs and $10 pledges going to make a dent in a problem of that size?
Well, the team at freerice.com has figured out one solution. At their site, they have created a simple way of giving everyone a way to help, one click at a time.
When you go to the site (do it now; I'll wait), you see a vocabulary word and a list of four possible synonyms. When you click on the right answer, you win 20 grains of free rice that will be donated to communities in developing countries. For each right answer, 20 more grains are donated.
That's it. You don't need to subscribe to anything. You can stop playing whenever you want. And no one will spam you afterwards.
So what's the big deal? The big deal is that FreeRice.com is the quintessential viral marketing success story. Word is spreading from friend to friend, family member to family member, teacher to teacher, and everyone is playing along.
Here are the numbers:
- According to the site, more than 28 billion (with a "b") grains of rice have been donated since the site was launched in October 2007.
- Doing the math, that means this nonprofit has received millions of hits to their website in less than a year.
How are they doing it? How is this nonprofit, without spending a large advertising budget, able to get that many visitors?
FreeRice.com has found the perfect combination with a simple message and a clear payoff. Created by one man to help his son learn vocabulary words for his SAT test, this site has a simple premise and delivers on a simple promise: play a game, learn new words and help someone else.
And competitive as we are, who doesn't want to win? FreeRice.com is the definitive win-win.
PS-My personal best is 820 grains of rice...what's yours?
Breaking the Campaign Mold
Friday 3/21/08
If we ever thought there was one way to campaign for the presidency, the 2008 primary season has changed that opinion forever.
Gone are the days of stumping, baby-kissing and whistle stops. Welcome to the virtual world of in-your-face, on-your-airwaves, everywhere-you-look politicking.
In the past, candidates have employed image makers who managed, guided and refined their guy to make sure he looked and sounded presidential (i.e., electable). More than ever, this year’s candidates have embraced the value of marketing themselves to the American people, and they have hired professionals to help them.
Take a look at the websites for Hillary Clinton, John McCain and Barack Obama. These candidates’ marketing teams have a keen sense of the value of branding and of what it takes to sell a product.
- McCain, Clinton and Obama all have iconic logos.
- All three have blogs and online stores to sell their own branded gear.
- Each candidate’s site offers a variety of video clips and commercials designed to promote themselves and feature their brand in the best possible light.
The 2008 race is historic for a number of reasons…
Barack Obama is the nation’s first African American who stands a real chance of reaching the White House. While some claim that his lack of executive experience makes him less qualified for the post, his marketing team has designed his brand to appeal to a Generation Y who have been notably apathetic about their parents’ politics and who are far from jaded. This target market is tech-savvy, energetic and assertive, and the Obama team has galvanized them in a way that is enviable.
John McCain has been seen as the solid, tried-and-true option for America, and the challenge to his marketing team is to make him more hip and accessible to those who have not fared as well under previous Republican leadership. His marketers have developed a male-friendly brand characterized by the team of McCain Aces (donors) which helps them feel a sense of connection to this member of the generation of senior cohorts.
Hillary Clinton is the country’s first woman who could actually be elected President of the United States. Her branding team has struggled with making Clinton’s image softer and more human, and their choice to feature relevant issue-laden headlines (e.g., “Providing Affordable and Accessible Health Care” and “Supporting Parents and Caring for Children”) and stylish, female-friendly gear connect her brand to a primary target market (women) through an intensely personal connection.
Rather than just using their websites to collect donations and feature news releases, this year’s crop of candidates have created ways to—in very real terms—sell themselves to the American voters.
The only question that remains is, what will we buy in November?
Marketing: It’s More Than Meets the Eye
Wednesday 3/5/08Marketing today isn’t what it once was. In fact, it’s more than it’s ever been.
As you can imagine, the way we market today is dramatically different from the way we marketed 50 years ago when there was no internet, no fax machine and limited television access.
Every five years, the American Marketing Association readdresses their official definition of “marketing” in order to keep pace with changes in technology and consumer behavior. Just released earlier this year, the latest iteration says that:
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
This group’s members represent a cross-section of the marketing industry, and their definition will now be the official one published in books, taught in colleges nationwide, and embraced by marketing professionals.
And while it’s encouraging to see marketing recognized as an omnipresent activity, and to see that this new definition finally includes the tasks, strategies, and purpose of what we do and who we reach, this year’s development begs the question...
With the proliferation of technological developments and social networking, how will the definition change in 2013?
How Much Good Will Can $3M Buy?
Tuesday 2/5/08To begin this story, let's start with some basic stats:
- According to the Marketing to Moms Coalition (MMC), American mothers are responsible for purchasing power to the tune of $2.1 trillion/year.
- Mothers typically have the last word in deciding what products their families consume.
- In a recent MMC survey, three-quarters of mothers feel that Super Bowl ads don't target their needs at all.
This veritable gold mine of marketing has been completely untapped for years, with most advertisers preferring to spend their money reaching out to the male demographic who usually watch football. Many have missed the fact that, unlike most football games, the Super Bowl has become more of a social event than a typical sporting event.
So we asked, how would marketers reach this group? In the world of professional sports, what novel approach could catch the attention of mothers in the audience without putting off the traditional male viewer?
We have an idea.
What if a major advertiser deliberately chose NOT to buy a Super Bowl ad? It's a radical thought, yes…but imagine that an advertiser instead launched a campaign in which they proclaimed that instead of spending $3M for :30 of air time, they spent those dollars to help others. By donating to a mom-friendly nonprofit, an advertiser could net a huge amount of customer loyalty.
What is that kind of positive publicity worth in today's dollars? That's the $3M question…
2008 and beyond!
Tuesday 1/8/08You’ll notice that we’ve deliberately refrained from posting a “best of” list for 2007. And for good reason.
We believe in using the past as a learning tool, but it doesn’t pay to get too overwhelmed or to drift into morbid reflection. Because today—as every day—we’re moving forward…ever forward.
What do we look forward to in 2008?
- More online video. It’s impossible to escape the pervasiveness of online video as a marketing tool. Whether it’s a flash presentation on your website, a training module broadcast around the globe or the latest “Will It Blend” segment on Youtube, we are all hooked on video content. And with the prevalence of mobile video streaming, it’s likely that this trend will continue growing.
- Green is in…for good. It’s no longer only the granola hippies who recycle and compost. Going green is now mainstream, embraced by Nokia, Toyota and Frito Lay …and this movement shows no sign of slowing down. (Can you hear the planet’s collective sigh?)
- Video games: no longer just for those with thumb dexterity. Thanks to galactic leaps forward in technology, games that create an interface between onscreen action and live motion are all the rage. Think wii, Guitar Hero and Rock Band. Even the “regular” at-home console games are well beyond their Atari beginnings. (Have you seen PS3?)
Long story short: 2007 is over. 2008 is just beginning. And from here, it looks like it’ll be one to remember. (At least until next year…)
Do you need the perfect gift?
Friday 12/7/07It’s inevitable. No matter how much you plan in this holiday season, there’s always one last gift you forgot to buy…one last-minute add-on to a loved one’s wish list…one last person for whom you feel a sudden rush of generosity.
What is there to do? Where do you start? Where can you go for a great, fun, absolutely perfect gift?
Seek no more in vain! We’ve polled our staff for the best sites and have come up with a list of their favorites. Some of these sites also have brick-n-mortar stores (if you’re really in a rush), but all are well worth a visit.
And to simplify your life, Ann (a self-described Christmas enthusiast) has organized them into easy-to-use categories.
Enjoy!