Online Marketing Strategy Iphone

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Information about Online Marketing Strategy Iphone

Published on August 21, 2008

Author: digitalspace08

Source: slideshare.net

Description

Digital Marketing Graduate Academy 2008

Online Marketing Strategy - iPhone Mohamed Osman

Background Research iPhone target consumers Professionals Corporate users Entrepreneurs Care Workers High school, college and graduates

iPhone target consumers

Professionals

Corporate users

Entrepreneurs

Care Workers

High school, college and graduates

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

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

Half of iPhone Users Are Under age 30 Source: Rubicon Consulting, March 31, 2008. http://rubiconconsulting.com/downloads/whitepapers/Rubicon-iPhone_User_Survey.pdf

Most iPhone Users Had Previous Apple Experience Source: Rubicon Consulting, March 31, 2008. http://rubiconconsulting.com/downloads/whitepapers/Rubicon-iPhone_User_Survey.pdf

Most iPhone Users Are Technically Sophisticated Source: Rubicon Consulting, March 31, 2008. http://rubiconconsulting.com/downloads/whitepapers/Rubicon-iPhone_User_Survey.pdf

Where Is The iPhone Community Online?

Listening Some of The Free Tools Used Google AdWords Google Alerts Addict-o-matic Del.icio.us Yahoo Pipes Bloglines

Some of The Free Tools Used

Google AdWords

Google Alerts

Addict-o-matic

Del.icio.us

Yahoo Pipes

Bloglines

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 2008 http://www.e-consultancy.com/publications/online-reputation-and-buzz-monitoring-buyers-guide-2008/

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 2008

http://www.e-consultancy.com/publications/online-reputation-and-buzz-monitoring-buyers-guide-2008/

Findings From The iPhone Community Main issues with the iphone Security Battery Coverage (US) Restricted (SDK) Secretive/Cautious

Main issues with the iphone

Security

Battery

Coverage (US)

Restricted (SDK)

Secretive/Cautious

Is Apple Listening?

 

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

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

 

 

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/

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/

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

Target your online community

Listen and understand your community

Honesty

More transparency

Challenge opinion leaders

Involve your consumers in the process

Web measurements

Challenges Internal resource constrains Lack of available metrics and measure of ROI Internal involvement at all levels Fear of cultural change Control

Internal resource constrains

Lack of available metrics and measure of ROI

Internal involvement at all levels

Fear of cultural change

Control

Any Questions? [email_address]

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