No, the iPad is NOT a revolutionary new device, per se, nor is it's OS revolutionary (it's just a big iPhone), what's a revolution about it is that the iPad introduces the next level of iTunes, the level at which Apple regains full control (profit) of the flow of content we enjoy, whether it is music, news, images, movies or TV shows. They've done so merely by introducing a screen that is big enough to have a truly rich experience, but is small enough to be truly portable/share-able (and is wireless, an 'always connected' device).
This article in the new Newsweek tells anyone in the marketing/media industry where the future of marketing lies. The iPad truly just launched "Web 3.0", the death of "free" Web 2.0 and the birth of a new media business model, or at least back to a model where conglomerates once again control the information channel from back to front, like Ma Bell of old.
Not that I'm all that prescient myself, but I dug this out of a presentation made to Consumer Impact Marketing back in 2007:
So-called "social marketing" is a vain attempt by marketers to 'go where people are' and thrust advertising into their conversations. Once the
newness wears off, no one will accept these efforts any more than they accept telemarketing. In fact, today's "social marketing" attempts take the intrusion a step beyond ringing you during dinner, they are trying the equivalent of interrupting you in the middle of a phone call to your best friend.
Hey, I found your site via a comment on fastcompany.com so SOMEthing about web 2.0 must be working correctly. I think you're on to something when peeking under the hood of marketers' attempts to thrust advertising into the conversation. There's definitely a wrong way to go about tackling the social aspect of the web and that's expecting:
ReplyDeletea) to be welcomed with open arms and
b) to expect your marketing message to remain pristine.
Entering the social landscape such as Facebook without accepting the risks is nothing short of foolish. There are, however, plenty of companies who "get it" and provide a venue that takes advantage of what the interactive space offers: participation and utility.
Social marketing is not the be all end all, but it is yet another way to attempt a connection.
Looking forward to digging deeper into this site, looks good.
Cheers,
Tim
This is exactly why I try not to buy Apple products. They're more expensive for the same functionality in a pretty package. My Droid may not be as sexy as an iPhone, but I'm not locked into buying everything though iTunes and Apple.
ReplyDeleteI think you said it exactly as Jobs stated. "Trucks vs Cars". I have a Van and two Cars. Obviously, the Van is a utility and my cars are an extension of my personality.
ReplyDeleteAh, Janine, the point went sailing way, way over your lovely head! Like so many people in the middle of the Bell Curve, you just don't get it.
ReplyDeleteIt's not about the devices, dear, it's about the new business models. The devices are just sexy marketing tools, and they simply work, while most other devices struggle to match their performance.
Cheers, Kevin