Apple's mobile marketing mistakes: Lessons learned

10 Feb 2012

It's no secret that Apple is a success. From the sale of their iDevices such as the iPad, iPod and iPhone to their ability to tap into the app market, Apple is one of the kings of the mobile market. One of the avenues which Apple has been unable to tap into correctly though as been its advertising platform, known as iAd.

With the eventual release of products such as the iPad 3 and iPhone 5, Apple will continue to make a killing in the hardware market, but should they not look into tapping the mobile marketing game? If they want to compete with the current kings of online mobile marketing, namely Google, they will need to follow Google's model to reach any modicum of success.

Mobile marketers can learn from Apple's mistakes though:

How do you leverage market shares? You offer a product in the quickest time possible. Apple delivers some frankly mind-blowing possibilities when it comes to app development and iOS emulation, but when it comes to turnaround time for app submissions, it can take an age. When developing apps, keep in mind the best mobile platforms such as Android and iOS. BlackBerry apps are notoriously expensive to develop for, so save those for an advanced mobile app strategy.

Apples iAd platform is not yet a contender. If you want to generate a good number of leads and drive traffic to your site, then remain with the winning platforms, such a Millenial Media or Google. These platforms both function well on the mobile platform and are highly scalable.

Where the giants of Cupertino have slipped up, the mobile marketer can take advantage. A while back, Apple went and softened the rules and regulations surrounding its third-party analytics policies. Marketers can swoop in and exploit the loopholes in that system. Tracking every statistic is very important and offers almost the same amount of analytic tracking which full websites do. For your campaign, it is crucial to use a tracking tool so invest heavily and wisely into an analytics platform.

Optimise, optimise, optimise. Keep your mobile websites finely-tuned and try to target mobile devices with content such as podcasts, apps and music on the individual app stores. For Apple, try to use HTML5-supported content in order to ensure the highest level of compatibility between Apple products.

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Source: Vomo

Vomo, backed by Vodacom Digital Media, sets out to be an exciting new voice in the world of mobile communication. It is your connection to what is happening in an industry that is rapidly evolving into the most versatile marketing and communication medium ever. The company’s aim is to provide you daily with the latest mobile news, opinions and trends, so you can stay at the forefront of all mobile media affairs.

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