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A Tale of Apple and Yahoo.

July 21, 2010 in Featured Articles, Marketing by Steve Poppe | 0 Comments

Earnings reports hit yesterday for Apple and Yahoo and followers were, respectively, happy and disappointed. Apple is really kicking it selling phones, computers and tablets (What else is there, food?) Yahoo is sliding along, selling ads and content. Its revenue was up, but net revenue – revenue after it shares da monies with partners – down.

Carol Bartz, about whom I’ve written some good things, is at that place in time in her tenure as CEO where her performance and the company’s momentum should just about be judged. If not now, certainly in a quarter or two. So let’s table that for the moment.

What Yahoo Should Do.

If Apple is doing so well and Yahoo just gliding via cost-cutting and reorganizations then perhaps Yahoo should take a good close look at Apple custies (that’s bond trader for customers). The account planners at Yahoo’s agency Goodby Berlin and Partners might want to follow around Apple users for a week or so and see what kind of 1s and 0s are passing over their phones, Macs and tablets. Do Apple users intersect with Yahoo at all during the course of the day? And if not, why not? Apple users are worth studying.

Yahoo’s Competition.

Yahoo and Aol (not Apple) are competitors… both fighting for the same cheese. They share the same content strategy so I enjoy studying them. It’s still neck and neck, with a slight edge to Aol. But both need an idea. A powerful brand idea, dripping with beyond-the-dashboard consumer value. I’m waiting. Peace!

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Tags: Account Planning, AOL, apple, Carol Bartz, goodby berlin and partners, ipad, iphone, mac, whats the idea, whatstheidea, yahoo

Smartphone Apps Flowing Like Mothers Milk.

May 26, 2010 in Digital Marketing, Mobile Marketing by Steve Poppe | 0 Comments

Milk Monitor is an application available from the AppStore. It allows iPhone (and possibly iPad) toting moms to tap and record their babies milk consumption. The data can be stored, reviewed and trended at a later date. Apparently moms like to do this kind of stuff – typically using bits of paper and napkins when recording on the road. If you have a baby on your shoulder tapping is better than typing. If you are carrying a smartphone around anyway and recording this data helps – especially for fussy babies — this is a great application. Go iPhone! Go app developer!

Application development at the smartphone level is like life on another planet. There are currently 80 trillion apps (JK) for the iPhone today and about 6,000 for the PC (please don’t retweet, I didn’t count). Now most iPhone apps don’t get used, but that’s not the point. Some may. Some may help. Some will even save lives. And that’s cool.

Just as Twitter will open new doors for smart marketers, smartphones and their apps will open new rooms for marketers. The application developers who think like people first and coders second are the ones who will win.

The developer of Milk Monitor deserves congratulations two times: one for the app, one for the new bouncing baby she’s feeding. Peace!

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Tags: apple, application developers, appstore, ipad, iphone, milk monitor, smartphone, smartphone apps, twitter, whats the idea, whatstheidea

Message Resistant Consumers.

May 4, 2010 in Account Planning, Digital Marketing, Marketing by Steve Poppe | 0 Comments

Just as farmers are toiling now with herbicide resistant weeds, members of the marketing community are having trouble connecting with advertising resistant consumers.

Roots.

Roots is a concept I discuss with my consulting clients; the return to a simpler, more prideful lifestyle. Don’t throw away your million iPazzles — not that type of simple. But do watch old black and white, finely crafted movies on them. (Etsy is a hot web property that plays to the roots phenomenon — catering to the hand-made crowd.)

Because of herbicide resistant strains of weeds, many farmers are back in their fields plowing and manually pulling weeds, a practice hey had long forgone. Roots. Advertisers, on the other hand, rather than creating more meaningful and sales-appropriate messages — also roots — have decided to take their selling messages to new places. Advertising is now all over our favorite web applications and phones and and and… As we become more resistant to sales message we don’t need to invent new media to carry those messages; we need to reinvent the messages themselves. The introduction of account planning to advertising was the first acknowledgement of that. It’s use in digital media is growing and not a moment too soon.

Marketers, here are some words to live by: don’t overly complicate, message the benefit, avoid sameness, read Maslow, and smile (whistle) while you work. Peace!

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Tags: Account Planning, digital media, etsy, herbicide resistant weeds, ipad, ipazzle, marketing, roots, smart phones., whatstheidea. whats the idea

What to Expect From Ads on Apple iPad.

March 25, 2010 in Digital Marketing, Marketing Strategy by Steve Poppe | 0 Comments

Where to start?

The ads that will adorn the Apple iPad on April 3^rd are going to be pretty interesting. First, if they are good, they’ll be more like selling applications than ads. Those who create selling apps rather than Adobe InDesign and static display ads (iPads don’t take Flash yet) will have the early wins.

Selling Apps

Selling apps that come from ad shops where the creative dept. was the lead (not the media dept.) will also win. That said, brands that team up on the selling app will do even better. Those who team the objective, strategy, measurement, idea, creative, digital production and follow-up are more likely to have an app than an ad. But that takes time, resolve and a new process…which is expensive. Did I mention time? If you started this week, you’re toast. The best iPad selling apps won’t be the result of a great piece of “creative” or creative media buy, they will result from cross-silo efforts.

Super Pasters

Just being there on April 3^rd will be a win for advertisers. There are currently 200,000 pre-orders for iPads. How may of those people do you think have taken the day off? Exactly. Followers of What’s the Idea? know about Posters vs. Pasters. Well, in terms of the tech target, the first people seeing iPad ads will be Super Posters. Their blog posts, vlogs, podcasts and Tweets will abound. The iPad’s first audiences will be techies and those in creative businesses – a very viral and powerful target. And the world will be watching. Interestingly, the first big brands buying ads will be: Unilever, Toyota, Chase, Fidelity, and FedEx — not what you’d expect as a high indexing techie target. Korean Air, on the other hand, that’s a good fit. Should be very interesting. Peace!

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Tags: Adobe indesign, adveritsing, apple, chase, fedex, Fidelity, ipad, ipad launch, marketing, pasters vs. posters, toyota, unilever, whats the idea, whatstheidea

Apple PR. Think Different.

January 28, 2010 in Marketing, twitter by Steve Poppe | 0 Comments

Wanting to tune into the Apple iPad press conference yesterday I spent time toggling between live.twit.tv and one of Robert Scoble’s video feeds. It was certainly better than nothing, but considering this day and age it was pretty prehistoric. Video reboots, freezing, hippopotamus grunts, feedback, poor screen grabs aplenty.

After about 20 minutes I blew it off and brought the car to “Tony, Park Avenue.”

The event was reported to have slowed down Twitter, gobbled up lots of bandwidth and, stirring though it was, was not nearly the event for outliers it could have been. So, as a PR event it was a fail.

A couple of weeks ago, Mr. Scoble was allowed into the Google Phone launch event and though there were some hiccups, it went much better. He streamed from his laptop. The audio was good, the video okay and the overall experience rewarding. But had both these events been on television, the experience would have been perfect. Were they both streamed over the net with the right software and load balancing, they would have been close to perfect.

Apple wants to treat the press to first dibs. Also, it wants partners and employees to have a better seat. But the press gets this stuff for free – they don’t pay for it. I know the press is supposed to influence millions of potential buyers but this is Apple. The demand for Steve Job’s presentation and the iPad, comes from real buyers. This event should have been open to the global public. This event should have been for the people. This event should have been handled better. Think different. Peace!

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Tags: apple, apple pr, google, ipad, robert scoble, steve jobs, think different, twit.tv, twitter, whats the idea, whatstheidea

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A Tale of Apple and Yahoo.

July 21, 2010 in Featured Articles, Marketing

Earnings reports hit yesterday for Apple and Yahoo and followers were, respectively, happy and disappointed. Apple is really kicking it selling phones, computers and tablets (What else is there, food?) Yahoo is sliding along, selling ads and content. Its revenue was up, but net revenue – revenue after it shares da monies with partners – [...]

ipad

A Tale of Apple and Yahoo.

What Yahoo Should Do.

Yahoo’s Competition.

Smartphone Apps Flowing Like Mothers Milk.

Message Resistant Consumers.

Roots.

What to Expect From Ads on Apple iPad.

Selling Apps

Super Pasters

Apple PR. Think Different.

Categories

Recent Articles

Marshalls and Recent Grads.

NFL and Marketing Futures.

Reach and Free-quency

Social Media For Good.

Life Imitating the Internet.

Poor Sprint.

A Tale of Apple and Yahoo.

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