As we stand in line waiting for our latest iPad, one wonders how it all came to pass.
Besides great design and a visionary leader what was it that really moved Apple from a niche computer company to the largest company in the world? Given their propensity to be all things leading edge and online, it must have been social media, or some super secret techno mind-warping subliminal message imbedded in their earbuds. Nope. It was television and out-of-home advertising.
Lots of it.
Targeted directly at their boring competitors. And further accelerated by their customers in the social media world we live in.
Sorry kids, but at the end of the day real marketing business still needs an effective, strategic 30-second visually compelling sales story to tell coupled with strong margins – before you take the social media plunge.