Le marketing d'Apple est-il nul?

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Qui est le marketing qui gagne vraiment ici, Apple ou Microsoft? Cliquez sur à travers si vous ne voyez pas la vidéo.

Ce post a été inspiré par une conversation à laquelle j'ai participé concernant Microsoft gagne du terrain contre Apple. La conversation s'est poursuivie sur Twitter avec un excellent tweet de Kara:

A partir de Karaweber: @douglaskarr a apprécié le post d'aujourd'hui. Snarky est sorti, et la campagne «I'm a Mac» commence à se lire comme sournoise. (FTR, je suis aussi un fan d'Apple).

J'espère que cela suscitera un énorme débat. Apple est aujourd'hui considérée comme l'une des meilleures équipes marketing en technologie, mais je commence à avoir des doutes quant à leurs efforts. Le marketing a-t-il joué un rôle important dans le récent succès d'Apple? Ou était-ce simplement un revenu disponible? S'il vous plaît, ne mélangez pas produit et marketing à ce sujet - je me rends compte que l'iPhone change la donne dans l'industrie. Ma question n'est pas de savoir si Apple propose ou non d'excellents produits, mais quel a été l'impact du marketing sur l'énorme croissance des ventes d'Apple?

Est-ce vraiment le marketing d'Apple qui a fait la différence?

Lorsque les temps sont rudes et que le revenu disponible est en baisse, les consommateurs et les entreprises doivent prendre des décisions d'achat plus difficiles. Étant donné que Microsoft reprend des parts de marché à Apple sur des articles tels que les ordinateurs portables, il semble que Microsoft remporte le guerre des valeurs. Autrement dit, le marketing d'Apple pour un design cool et élégant, une facilité d'utilisation et moins de problèmes… ne fonctionne pas.

Cela signifie que les consommateurs intelligents ne croient pas que le coût d'une Apple en vaut la peine. Apple ne fait pas l'affaire… et je ne crois pas (pas plus que Kara) que les publicités sournoises les aident. En fait, je pense qu'ils ressemblent peut-être à des enfants gâtés se vantant de leur nouveau jouet et donnant le doigt à l'établissement (c'est moi et vous).

Il est peut-être temps de tuer toute la campagne Mac contre PC.

Un élément clé d'un bon marketing est opportunité. Il est important que votre marketing reste pertinent pour votre public… et les changements dans l'économie ont un impact sur les décisions d'achat des gens. En conséquence, il est essentiel de s'adapter en conséquence. Il est temps pour Apple de s'adapter.

9 Commentaires

  1. 1

    Doug,

    I think your last paragraph explains why Apple is losing market share. The consumer mindset has changed drastically over the last year or so and Apple has yet to change their marketing strategy. Microsoft has, the under $1500 laptop commercials go right to the heart of a cost conscious consumer.

    Adam

  2. 2
  3. 3

    I think they are, and have been for some time, marketing to a certain knowledge level. For people who really don’t want to tinker at all with their machines (definitely not me), their marketing is effective since it attempts to show off how simple they are. Their ad promoting the “Geniuses” does nothing for me, I really don’t want to and can’t get to an overcrowded mall during normal business hours, but I CAN search online to get help from the 90%+ market share of PC users. Their “Elimination” ad tries to tell me that only one choice is good, yet when I bought my latest laptop, Mac’s were passed over because they didn’t have the right feature set I needed, but I was able to find the right PC that had everything I wanted.

  4. 4

    I was a fan of the subtle jabs made in the first couple of series of Mac adds. But I thought they took too negative of a turn about 9 months ago, about the time the “Vista bashing” began. Since then, my opinion of their ads has steadily declined.

    To me, the more recent ads do a better job of making existing Mac users feel superior about their choice than it does to bring new users into the fold. Gently (and comically) show the benefits of your product and people will come over to your side. Overtly insult the competition, and indirectly those that use it, and you risk alienation and stubborn refusal to even consider a change.

    I’m not sure how effective the Microsoft Laptop Hunter ads are overall, but they do at least demonstrate the price and variety advantages of Windows-based computers. Me personally, I wanted a $2,800 17″ MacBook Pro, but I purchased a $325 Windows-based netbook. The netbook is the complete opposite of the MacBook Pro, but the price difference caused me to reconsider what is essential vs. what would be really nice to have.

    Apple will always have a loyal tech-enthusiast following, and in addition there will be those that are willing to pay more for greater usability. But the current economy is forcing more people to make decisions based solely on upfront cost, and that has never been a market segment where Apple looks to compete. And their current ads are in no way improving this situation, for better or worse.

  5. 5

    A while back I heard Merlin Mann say that if buying an Apple is not worth the money, then it isn’t worth the money–which I believe.

    Disclosure: I use a Mac at work and a Windows machine at home.

  6. 6

    I think you’re confusing marketing et publicité.

    Apple’s marketing since the return of Jobs has been undeniably brilliant while some individual advertisements and campaigns have occasionally fallen short.

    I believe that the argument that Apple’s recent huge successes are due to marketing is absolutely false. The cornerstone of Apple’s strategy has always been making great products, not great marketing.

    The iPod was a huge success not because of the dancing silhouette commercials, but because it was/is a phenomenal product that was/is far and above superior to anything else on the market.

    Regardless of economic conditions, consumers will always pay for great products. Apple was founded in a recession and continues to thrive in this recession.

    The claim that Microsoft is gaining market-share on Apple may be a bit premature. The rapports that I have seen seem to claim the opposite.

    • 7

      Salut Brian!

      Though I mention the ads, I’m still questioning the marketing, not the advertising. I’m also not questioning the incredible products. I’m responding to this comment via Ipod and my laptop of choice is my MacBookPro. My question is how much weight did Apple’s marketing straegies have in their success? Was it simply wealth the played a role?

  7. 8

    Doug,

    I love this discussion. Thank you for initiating it. In my view, Apple has and will continue to have brilliant marketing. The company has persevered through many downturns, much in part because of their marketing savvy and ability to adjust on a dime. The current ad campaign is only one element of the strategy, which I think many of the comments focus on a bit too heavily. I think the reference to the ad at the start put folks on that track. Regardless, Apple’s marketing strategy involves so much more than a piece of tactical advertising. Product planning, pricing, positioning, design, and timing executed through targeted advertising, pr, event, and other direct and indirect sales strategies and tactics will keep this company in the forefront of marketing discussions for a long time.

  8. 9

    Hi Douglas, sorry to leave an off-topic comment, but it seems the first link, that says to click threw to see a video, is linking out to a video leads to a 404 page, “We couldn’t find that! Either you’re lost or we are!”. Again… my apologies for the off-topic comment.

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