Can a company survive today without engaging in social media, without posting, tweeting, and otherwise dipping into the live media stream?
For example, despite Apple’s “old- school” approach to marketing, they have had major impact and smashing success in the computer, mobile phone, TV, publishing, and video game industries. When they spend money on advertising, Apple tends to purchase slick magazine ads and TV spots. They also have great presence with their cutting-edge brick-and-mortar stores and Genius Bars in shopping malls.
Think about the last time you saw an advertisement for Apple. Their ads are rare, and you might not even remember one. Apple does not do much with blogs, Twitter, or Facebook. And yet, the Apple logo seems to be everywhere.
Why does such a cutting-edge company take such an old-school marketing approach?
Apple has done a great job of anticipating what their customers want and, in general, delivering quality products that are well built and well designed. Plus, they offer customers a great user experience that makes those products seem indispensable.
Effective marketing of your products or services — no matter what marketing avenue you may choose — is important but so is the quality of your product and the customer demand. More vital, however, is to:
- build products and provide services that customers seek.
- be aware of how you can meet customer needs (and tell potential customers how you can meet their needs).
- remember that you are selling feelings, emotions, and desires.
Yes, It is important to consider using emerging technologies to engage customers and to gain a sense of trends. It is also important to market products and services effectively within your chosen marketing avenues and budget. However, it is critical that product and service quality not be forgotten and lost along the way. Build a product or provide a service based on what your customer needs and desires (and on anticipated needs and desires), deliver consistently on that, and your satisfied customers will come back for more. Provide your customers with quality, and they will tweet, post, and text their friends along the way, bringing you more business.
Johnson & Wales University offers an online BS –Marketing or BS – Advertising & Marketing Communications degree. For more information, complete the "Request Info" form on this page or call 855-JWU-1881.