Posts Tagged ‘Marketing’

Why Must I Pay Twice For The Same Content?

August 10, 2010

Like many, I love to listen to audiobooks. Given that I read slowly, it allows me to get through books that interest me much quicker. In addition, it gives me greater flexibility as I can listen to the book while I drive.

For many books, such as novels, one listen to the book is sufficient. However as I mainly like to read business and marketing books, there are times where I would like to listen to the audiobook and yet have a copy of the ebook as a reference.

Yet today, assuming that I don’t want to rip a copy, it seems that my only option is to pay once for the audiobook and a second time for the ebook. This doesn’t seem reasonable to me.

It seems that the book publishing industry is still caught up in the old world model much like a large part of the newspaper and magazine industry. I want author’s and publisher’s to receive reasonable revenues but why should I have to pay twice for the same content?

And why can’t I buy an ebook once and use it on my iPad when it suits me and my Kindle when I want to read outdoors on a bright sunny day. Well, I guess the device manufacturers such as Apple and Amazon are responsible for this one together with the publishers.

I feel it is reasonable for book publishers to charge a premium if I want both the audiobook and the ebook but not double. And portability between devices should be a given.

And what about book rentals? There are many books that I would love to read but don’t want to buy all of them. In the physical world I can take them out at a library. Why can’t I do the same in the digital world?

This unfairness has miffed me for a long time. What do you think?

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The Facts Matter!

July 17, 2010

In a competitive world of 24/7 news channels and realtime online media, getting the story fast seems to trump getting it right. After all, if you can get 2 sources you can always retract latter as more complete information comes along.

And if you’re a big company, then it is reasonable to expect the media to be gunning for you, right? In his article in the National Post today, that is exactly what journalist Matt Hartley says about Apple CEO Steve Jobs’ response to the so called Antennagate story.

Matt suggests that by the use of facts and comparison of the iPhone 4s antenna problem to competitor’s products, Jobs will not win much sympathy and in fact many loose favor of consumers. It seems as if the media feels cheated out of not having brought Apple to its knees and receiving an apology or an embarrassing and expensive product recall.

There seems to be an implication online that upon hearing the complaints as put forward by Gizmodo and other online posts, Apple CEO’s appropriate response should have been to make an immediate apology to customers and investors and recall the entire 3 million iphone 4s. It would seem that according to many bloggers, taking an analytical measured response, like demanding the facts, doing testing and making a decision based on data seems to be the wrong way to go.

Well If the facts that Apple presented are to be believed, it seems that Apple’s iPhone 4 customers seem to be overwhelmingly satisfied with their purchase. And while the reception problem can be reproduced over and over in testing, very few real world complaints are coming forward.

After all, it is exactly because Apple consistently makes product that its customers ( and yes, Fans) want, and address their needs with the highest level of quality user experience, that Apple is no longer the little kid and has taken the dominant industry role.

In my mind, where a company and its CEO take logical steps to acquire the facts and then regardless of the outcome, offer to satisfy customers and refund them, no questions asked if they still are not satisfied, meets the test not only of being a good marketer but also good corporate stewards.

And if that still does not satisfy you, in the words of Jonathan Mann:

“if you don’t want an iPhone 4, don’t buy one, if you bought one and you don’t like it, bring it back”

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OMG, Here We Go Again!

June 28, 2010

Leaders are targets for criticism.

Apple’s iPhone 4 hit the stores this week and already controversy permeates the blogesphere surrounding it’s antenna problem. Why is it that people love to write about and read about Apple’s flaws?

Critiques require context and comparison

I have seen many reports about how if you hold the phone in a particular way the signal strength is reduced and how calls get dropped. What I don’t see is a balanced comparison of iPhone 4’s signal strength and calls dropped compared with that of the  HTC Evo 4G and Droid Incredible, the Nexus One ,or a Blackberry Bold. Here’s what a real comparison looks like.

I don’t know if it will turn out that the complaints are isolated or whether Apple will have to fix the antenna by  recall or by software upgrade. What I do know is that once again Apple has a marketing success on its hands (reportedly 1,500,000 sold already) and respected bloggers such as Walt Mossberg say that iPhone 4 is “Top of Class” with the only reason he can’t recommend it is because of the AT&T network.

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How do you grow your business?

March 18, 2010

Whatever your current marketing strategy, one thing is for certain, a comprehensive digital marketing strategy must be part of the mix.

Traditionally, when entrepreneurs sought to grow their business they turned to conventional means such as print and broadcast media advertising, trade shows etc.

As Internet use became ubiquitous these marketing strategies evolved and entrepreneurs flocked online with their messages, spending considerable time and money perfecting their corporate websites and utilizing key word advertising to drive prospects there.

Mitch Joel says that now “more and more people are having their first brand interaction on their mobile device. There are many people who are also connecting to brands for the first time in spaces like Twitter, Facebook and YouTube.”

Does this mean your website doesn’t matter any more? Or that you no longer need to bother attending trade shows? Does this mean that social media is the beginning and the end of your marketing strategy? I don’t think so.

Cutting edge social media channels need to be used together with more established online techniques. There still is a place for websites and trade shows as long as they evolve with the times.

I don’t know about you, but whenever I am looking to make a purchase, I always turn to the internet first. I still use searches and look at company websites but clearly, mobility will play a increasing factor. Gartner predicts that by 2013, mobile phones will replace PCs as the most common device for Web access.

But think of it this way, if you think of Twitter or Facebook like a large trade show floor where all of your past, present and future customers congregate and talk about your company and your product, wouldn’t you want to be there and be part of that conversation?

There is no more powerful means of marketing than engaging directly with your customers.

Let me know what you think!

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