Buzz Marketing And The iPhone
Tom Krazit of CNET News reports on Apple’s iPhone buzz marketing developments. He states that someday students will look back to 2007 to see how it was done.
We the launch date approaching quickly the iPhone has received unprecedented reporting from media outlets.
And how did they achieve this? Very simply in fact. Steve Jobs introduced it in January and with minimal advertising (much of it appearing in the last few weeks) things really took of via word-of-mouth. As the article states “Apple has perfected the art of buzz during the Internet’s second act, Web 2.0.” also “a passionate, almost evangelical base of supporters makes any marketing campaign easier. Apple’s reliance on a horde of loyal fans thirsty for information is the catalyst for its marketing.”
However the true success of the campaign will not be visible until the product is launched and reviews come pouring in. And if the product fails to reach expectations then the case study for future marketers may not have a happy ending!