marketing ▪ March 12


In the run up to the Spring Forward event, many people were expecting to see a lengthy exposition of the Apple Watch, to clarify confusion and offer a clean explanation as to how this product plays an essential role in people’s lives. What transpired was not that, at all. Apple’s event was a grab-bag procession of various product announcements, from Mac to Apple TV, concluding with a review of Watch features alongside pricing and availability details.

It did not help consolidate the vision for the Watch. Apple’s messaging for this product is almost the same as it was back in September. The company has not succinctly provided a reason for the Watch’s existence.

That’s not to say it doesn’t have one. I think the Watch is a great product with a good sales trajectory ahead of it, especially the $349 Sport models. The marketing aspects are lacking, so far. The Watch does not have clearly defined themes. Apple’s attempts at promoting three ‘tentpole’ use cases have, in my view, been conveyed poorly.

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marketing ▪ March 9

marketing ▪ November 19, 2014


If you’re a retailer, you have two options when it comes to deploying Bluetooth beacons. You can deploy the hardware yourself and build an accompanying mobile app for the experience, or you can open the experience to existing apps that users already have on their device using a beacon network. Some retailers have decided they want to own the experience and have everything go through their own mobile app, but new data suggests that might not be the way to go. expand full story

marketing ▪ November 17, 2014

marketing ▪ September 15, 2014


Apple has now named new Marketing and Medical VPs for its Apple Watch team following the product’s official unveiling earlier this month. The company has also today posted its first job listing seeking software engineers for the Apple Watch team on its website.  expand full story

marketing ▪ August 13, 2014


Burberry Group Plc CEO Angela Ahrendts At The London Stock Exchange

Following the recent hire of a former Burberry and Nike social marketing executive to run Apple’s new social media arm, a few job listings on Apple’s website point to an attempt to bolster the company’s retail marketing team. A few of the positions were outlined by ifo Apple Store earlier today and seem to point toward an increased focus on building and maintaining customer loyalty to the Apple brand.

We’ve heard time and again that Apple customers, particularly iPhone users, are among the most loyal, but it seems Apple believes there’s still more to be done in that department. One of these new job listings calls for a “Program Manager — Loyalty, Global Retail Marketing,” which would focus on creating “learning and services strategies” designed to inspire loyalty among Apple’s user base.

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