Tag Archives: Steve Jobs

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How Much Different Is SMM From Old School Marketing?

As with any innovation, we are often struck with amazement as to how we went so long doing daily tasks the conventional way, when there was a better solution that offered just as much, if not more valuable in less time. Social media marketing is one of those innovations that business owners look at as the game changer, the revolutionizing method of marketing on a small or grand scale. But is SMM all that much different than old school marketing, which has dominated the advertising agency for the better part of 50 years?

When Steve Jobs created the iPod, everyone thought it would revolutionize how we listen to music, and it has. However, the groundwork was already put in place with the invention of the Walkman. Jobs innovated and improved an existing concept, and by combining that with modern technology, we’re able to access our music libraries on our phones, iPad’s and laptops. Almost every song ever written is now available, and can be bought with just a click of a button, instead of buying individual cd’s or records and frantically searching for the album. Marketing and advertising have seen the same innovation, but instead of one man changing how we communicate and reach out to customers, a group of innovators have created the world of marketing as we see it today.

Advertising in the 20th century was mainly television commercials and radio and newspaper ads. It was pretty straightforward as companies could reach consumers on a massive scale by using a variety of methods to get their messages across. Today the focus is on social media, and instead of giant corporations dominating the advertising scene, small and medium sized businesses can have just as much success as their larger counterparts.

While television, radio, and newspapers are still used today, the innovation Steve Jobs had on the music industry, is the equivalent to what Mark Zuckerberg, Kevin Systrom, and the founders of Youtube and Twitter have done to business and marketing.

One could argue that Youtube, to some degree, has taken a bite out of television advertising. The same ads we see on television are now being seen on Youtube before videos. Combine that with Facebook through sharing links, and you not only have a platform that shares videos that are in essence ads, but a micro blog that allows business owners and marketers to share important news, information, and links to persuade consumers to buy into their products. Facebook can be seen as a mini newspaper because of the ability to post short tidbits of information, while also having the capability to purchase ads to specifically target consumers who would get the most value out of what the company is selling.

Instagram and Pinterest can be used as online catalogs, zoning in on one specific product at a time. Instead of mailing out printed catalogs to a number of recipients, pictures being posted to these two platforms can capture the attention and interest of specific viewers, and with Pinterest, a link can be provided which leads the consumer right to the online store.

Podcasts can be used similar to radio. The major difference here is that companies can choose which podcasts to advertise in, leading to a higher rate of conversion. If there’s a car discussion podcast, a local or regional auto parts store or supplier could advertise, which would have more of an impact on the listeners than if that same company decided to place an ad on the radio, despite the larger listening audience. Of course, podcasting is already niche oriented to begin with, and that plays a factor into how companies use that platform to reach consumers.

Twitter is the virtual billboard. The people who are scrolling down their Twitter feed are similar to the drivers who are passing by signs on a highway. Each tweet is a quick blurb with 180 characters and a picture to go along with the message. The most important factor for companies is how to get those users to click and go to their profiles, and that comes with eye catching photos and short phrases

Social media marketing isn’t exactly a new concept, but it does however offer platforms for companies to specifically target the right consumer. Instead of 30 second television commercials, radio ads, and newspaper articles, businesses of all sizes not only can capture a consumers attention with a strong social media marketing plan, but retain them and add to the community of consumers that Facebook, Twitter, Instagram/Pinterest, and Youtube can provide. Old school marketing captures attention on a grand scale and creates short-term recognition. While SMM, if done right, captures and holds onto the consumer, if those future customers see long term value.

Apple logo Think Different vectorized

Marketing Matters: Associate Yourself With The Product You’re Selling

Apple logo Think Different vectorized
Foter.com / Public domain

 

Today, CNBC’s Facebook page is asking readers and viewers who the top 25 most influential people are in business. The first two innovators they had going head-to-head is Steve Jobs, former CEO and co-founder of Apple and Jeff Bezos, founder of Amazon. The results in the comment section weren’t surprising, but looking at this question at face value, this isn’t a fair comparison. Jobs has so far received most of the votes, while Bezos is getting recognition here and there. How can this duel between two revolutionaries who changed how we listen to music, talk on the phone, or shop online translate to the small businesses around the country?

Both Jobs and Bezos are faces of their respected companies. However, Steve Jobs will always be associated with the iPod and iPhone, while Amazon is looked at as an online distributor. It’s difficult to say who has influenced the world more, but why is Jobs more popular to the public than Bezos? It’s comes down to the product. When you hold your iPhone, listen to music on your iPod, or see the Apple logo, you think of Steve Jobs because of his association to the company. Bezos on the other hand is providing a service, and while some may think of him when they visit the Amazon website, he’s not the first thought that pops into the customers’ minds.

For small business owners, you need to be associated with your product or service, whether that be plumbing or auto repair, a clothing or hardware store owner. You need to be the person who everyone knows and not have your business referred to as the same as every other store in your industry. This can be related to image and perception; if the customer feels comfortable with who you are, the product is received in the same way. For the businesses in which customers return, such as restaurants and barbershops, you want to be referred to by your name. You don’t want to be the barbershop on Elm Street, you want to be referred to when people plan on coming to your store as, “I’m going to get my haircut at Joe’s barbershop”.

If your business can be distinguished so that you’re not the same as Anthony’s store across town or up the street, you’ve already succeeded in having a quality brand. Association with your product or service is the same as branding and marketing. You, the business owner is the best form of marketing and advertising, and you are the first impression and face of your company. Business is a popularity contest so get to know your customers, give them something to talk about when they’re with their friends and potential future clientele.

Some industries don’t require an actual face of a franchise such as Amazon, UPS, or FedEx. It’s a national service and the buyer of the products that are being shipped to their front door only care about what they bought, not who delivered it. I don’t know Jeff Bezos personally, but he probably doesn’t want the spotlight like Steve Jobs, or he doesn’t care. However on a local and regional level, showing your face and interacting with your clientele leaves an impression on your customers; this goes hand-in-hand with your business’ reputation as they look to you first.

Marketing, advertising, branding, and association with your business are all connected. Have your face on your business Twitter and Facebook accounts; show the potential clientele who you are. People are more reluctant to buy into a product or service if they can’t see who they’re calling. Visuals such as pictures and videos work best, and this article ties into my article I wrote yesterday.

Being the Face of Your Business Can Instill Trust In Your Customers

When it comes to Steve Jobs and Jeff Bezos, they can’t be compared, as one is not more important than the other. But from the public’s point of view, the product they’re holding and using reminds them of who created it, to make what was once impossible, a reality.