The initial failure of iAds is a tale of Apple’s attitude and arrogance. The introduction of this new ad medium was heavy-handed.
Three fashionably dressed hotties showed up at our offices, whipped open their MacBooks and laid out the take-it or leave-it value proposition --- pay us a minimum of a million bucks, create what we tell you to create within a very constrained technology environment and then shut up and be grateful.
Does it surprise anyone that brands and their agencies didn’t rally to this?
Apple’s reps asserted that iPad users were smarter, richer, more likely to share and buy than the average Joe. That brands could micro-target using rich data from the iTunes app store. They suggested that those who didn’t get in early on this amazing deal, like Target, Unilever and Geico, would be left in the dust.
Of course, there was no data to support or document these claims other than the hockey stick sales curve for iPads. There was also a clear suggestion that since Apple invented the platform and since Apple ran the famous “1984” ad, they knew much better than brands or agencies who to talk to, what to say and how to express it on the new... Read more
Tags: Apple, mobile marketing, online advertising
Posted in Emerging Platforms | 1 Comment »
The B2B Apple App Store program was launched this summer as the tech-giant’s response to growing corporate demands for business applications. The service allows businesses to purchase apps in volume and distribute them within the organization, solving many of the challenges originally posed by Enterprise app deployment.
The B2B App Store acts as a private web portal between buyers and sellers of apps, making it easier for businesses to integrate apps into day-to-day operations. It is also the mechanism to deploy customized applications based on common code or framework logic. This allows the developer to build the app once and make minor modifications, such as branding for each customer, while keeping the “guts” of the application the same. Another benefit for developers is that they retain the IP of the application, unlike most custom application development agreements where the client is essentially buying the IP of the custom developed app.
Apple still does have the Enterprise deployment mechanism for in house applications; however, the B2B App Store allows developers and customers alike to buy and sell apps without the same stipulations of the Enterprise store. Enterprise deployment requires the company to have at least 500 employees, with few granted exceptions. However, the... Read more
Tags: App Store, Apple, Atimi, B2B, mobile, Scott Michaels
Posted in Emerging Platforms | 4 Comments »
10 links that point to the future of digital marketing:
Separating You and Me? 4.74 Degrees – NYTimes.com
This really demonstrates how quickly any brand-related message could peel through the Internet, eventually hitting a large percent of the FB user group, while also likely generating multiple impressions for many people.
How to Turn Your Instagram Photos Into Wall Art
This is a nice partnership deal between the fast-growing Instagram and a photo printing service. Both should benefit from this ‘clicks-and-mortar’ combo. Companies without a natural online-offline relationship should consider such partnerships to expand their touchpoints.
Facebook Tests More Variations On Sponsored Stories
If there’s one ad format I’m most curious about, it’s sponsored stories. This is the leading edge of content marketing, and while the creatives are less than dynamic, they’re bringing together interesting elements: The story, the people related to it, and even what they’re saying about it.
Steve Jobs Was Right: Google IS Turning Into Microsoft
If you follow the tech battle among the 800 lb gorillas, this is a good read.
Here’s How People Look at Your Facebook Profile — Literally
This really replicates much of what’s been known about website page viewing (e.g., content at the top gets viewed the most), but it’s a quick read... Read more
Tags: Apple, apps, content, contentmarketing, Facebook, gamification, gaming, google, mobile, paidmedia, social, Strategy, trends
Posted in Creative Best Practices, Emerging Platforms, Social Media, Word of Mouth | No Comments »
10 links that point to the future of marketing:
Daily Wrap: Scott Berken’s Mindfire Free Until November 3 and more
You can’t beat the price, but act fast. You have about 2 more hours as of this send.
Is It Old?: The easy way to check if that cool web link has already done the rounds
This is fun. Kind of like a Snopes.com for viral content connoisseurs.
Could Google Plus Lose The Battle Against Facebook?
I think the challenge for Google+ has been that it’s very difficult to catch a competitor in a social network by instantly adding complex features when people aren’t already familiar with a simpler version of your tool. Google needs to focus on taking all the info they have on us, giving us good content recommendations, and then making that easier to share — not giving us more complicated ways of segmenting our fans and then sharing our info.
Google+ is not a social network, but it’s not a graveyard, either | VentureBeat
A longish article (by blog standards), but an interesting view of how Google sees the data game differently from Facebook. It makes sense, but I think they still have a big concern around Facebook stealing so much computing time from... Read more
Tags: amazon, Apple, branding, Facebook, futurism, google, social, socialmedia, trends, Video
Posted in Creative Best Practices, Emerging Platforms, Social Media, Word of Mouth | No Comments »
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