SlideShare a Scribd company logo
1 of 25
Download to read offline
Think Different: The Decade of AppleHow Apple Changed the Rules of Consumer Electronics Marketing,[object Object]
Today’s Presenters,[object Object],Chris Collins, Director, Technology & Entertainment at Compete,[object Object],Alyssa Maine, Marketing Coordinator, Marketing at Compete ,[object Object]
Webinar Logistics,[object Object],Today’s webinar will be recorded. You will be emailed a link to the deck and recording.,[object Object],Please enter your questions in the Questions box. We will answer as many as possible at the end.,[object Object],If you have technical difficulties, try loggingback in or use a different browser,[object Object],The Twitter hashtag for today’s webinar is #competetech,[object Object]
About Compete,[object Object],Who We Are,[object Object],Who We Work With,[object Object],[object Object]
The leading provider of market research and competitive intelligence, based on billions of online, mobile and survey inputs from millions of consumers
Part of WPP and Kantar Media; partner relationships provide a holistic view of consumer behavior, attitudes and preferences,[object Object]
The Decade of Apple,[object Object]
2001,[object Object],2003,[object Object],2005,[object Object],2007,[object Object],2009,[object Object],2011,[object Object],$7.75,[object Object],$10.36,[object Object],$53.61,[object Object],$153.47,[object Object],$185.33,[object Object],$412.14,[object Object],Source: Yahoo Finance; average stock price for September of 2001-2009, closing price on September 14 2011  ,[object Object],A Decade of Apple: Products & Profits,[object Object]
Brand Awareness,[object Object]
MythApple doesn’t spend a lot on marketing,[object Object],RealityApple spends a lot on marketing -over $3 billion in the last five years,[object Object],(They just spend it really well),[object Object],Source: Apple 10-K Filings; Compete Estimates,[object Object]
Big Ad $ = Great Brand Awareness (Part 1),[object Object],Website Traffic, By Unique Visitor,[object Object],January 2008 – August 2011,[object Object]
Big Ad $ = Great Brand Awareness (Part  2),[object Object],Mobile Website Traffic, By Unique VisitorJune 2011,[object Object],Source: Groundtruth,[object Object]
Brand Engagement,[object Object]
But Awareness ≠ Engagement,[object Object],$100+ millionAd Campaign,[object Object],6+ millionUnique Visitors to DroidDoes.comin Q4 2009,[object Object],~2 million,[object Object],“Click & Bounce”,[object Object],Unique Visitors,[object Object]
Brand Engagement is Emotional,[object Object]
Emotional Engagement = 2M     Shoppers / Month,[object Object],Website Traffic Demographics,[object Object],August 2011,[object Object],Total Visitors,[object Object],35.4 million,[object Object],@ 49% Female: ,[object Object],17.4 million,[object Object],@ 43% Female:,[object Object],15.2 million,[object Object],Net “Unaddressed” Female Shoppers:,[object Object],2.2 million,[object Object],57%,[object Object],51%,[object Object],49%,[object Object],43%,[object Object]
Product Consideration,[object Object]
Product Portfolio,[object Object],The collection of products and services that make up a company,[object Object]
Portfolio Rationalization -> Product Consideration,[object Object],Phone Interest (L - bar) and # of Models (R - dot), By Brand ,[object Object],June 2008 and April 2011,[object Object],April 2011,[object Object],June 2008,[object Object]
Online & Offline Conversion,[object Object]
Apple Excels at Converting Product Consideration,[object Object],Online Purchase Funnel Fallout,[object Object],August 2011,[object Object],iPhone (n= 288K Engaged Shoppers),[object Object],Fascinate (n= 21K Engaged Shoppers),[object Object]
Think Different: The Decade of Apple
Looking Ahead,[object Object]
Near Term: Strong Demand for Sprint iPhone 4S,[object Object],CellPhone Owners Waiting For Specific Device,[object Object],Q3 2010, Q4 2010, Q1 2011, Q2 2011,[object Object],Q: Why is that you do not own a smartphone (a phone with advanced PC/email/Internet functionality)?,[object Object],Percentage answering “I am waiting for my wireless service provider to offer a specific smartphone” ,[object Object]
Longer Term: Apple Dominance Will Slow,[object Object],Strengths,[object Object],Threats,[object Object],[object Object]

More Related Content

Recently uploaded

Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataSafe Software
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URLRuncy Oommen
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
Spring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdfSpring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdfAnna Loughnan Colquhoun
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaborationbruanjhuli
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 
GenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncGenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncObject Automation
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.YounusS2
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Will Schroeder
 
RAG Patterns and Vector Search in Generative AI
RAG Patterns and Vector Search in Generative AIRAG Patterns and Vector Search in Generative AI
RAG Patterns and Vector Search in Generative AIUdaiappa Ramachandran
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxGDSC PJATK
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6DianaGray10
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
Things you didn't know you can use in your Salesforce
Things you didn't know you can use in your SalesforceThings you didn't know you can use in your Salesforce
Things you didn't know you can use in your SalesforceMartin Humpolec
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureEric D. Schabell
 

Recently uploaded (20)

Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial DataCloud Revolution: Exploring the New Wave of Serverless Spatial Data
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
 
Designing A Time bound resource download URL
Designing A Time bound resource download URLDesigning A Time bound resource download URL
Designing A Time bound resource download URL
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
Spring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdfSpring24-Release Overview - Wellingtion User Group-1.pdf
Spring24-Release Overview - Wellingtion User Group-1.pdf
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 
GenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation IncGenAI and AI GCC State of AI_Object Automation Inc
GenAI and AI GCC State of AI_Object Automation Inc
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 
Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.Basic Building Blocks of Internet of Things.
Basic Building Blocks of Internet of Things.
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 
RAG Patterns and Vector Search in Generative AI
RAG Patterns and Vector Search in Generative AIRAG Patterns and Vector Search in Generative AI
RAG Patterns and Vector Search in Generative AI
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptx
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 
UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6UiPath Studio Web workshop series - Day 6
UiPath Studio Web workshop series - Day 6
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
Things you didn't know you can use in your Salesforce
Things you didn't know you can use in your SalesforceThings you didn't know you can use in your Salesforce
Things you didn't know you can use in your Salesforce
 
OpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability AdventureOpenShift Commons Paris - Choose Your Own Observability Adventure
OpenShift Commons Paris - Choose Your Own Observability Adventure
 

Think Different: The Decade of Apple