That a company changes its marketing strategy is usually not particularly relevant news, beyond being mentioned in a brief in some hyperspecialized medium in the sector. That Apple changes its marketing strategy is, however, a matter that involves much more and that has an impact that goes a bit beyond simply what Apple does in marketing and how it tries to position itself to consumers.

Apple has just changed its marketing strategy and has pivoted from the traditional world in which it moved (betting mainly on television campaigns) towards the digital universe (in which until now the company had been quite reticent) and this change will have an impact not only on what Apple does but also on how others see it. Apple is, after all, one of those firms that other companies watch closely to understand the best way forward.

The company has changed the guidelines of its relationship with its agency, Germany Phone Number List Arts Lab, to modify what they do. From now on, they will launch local campaigns (betting on the regional instead of the large global campaigns that they used until now) and will focus on the digital field. This will mean spending much more (and investing much more) in the realm of digital, social, data analysis or content creation. And this will , laterally, the end of the great television campaigns with which it was tried to be the advertisement that everyone talks about.

That a company changes its marketing strategy is usually not particularly relevant news, beyond being mentioned in a brief in some hyperspecialized medium in the sector. That Apple changes its marketing strategy is, however, a matter that involves much more and that has an impact that goes a bit beyond simply what Apple does in marketing and how it tries to position itself to consumers.

Apple has just changed its marketing strategy and has pivoted from the traditional world in which it moved (betting mainly on television campaigns) towards the digital universe (in which until now the company had been quite reticent) and this change will have an impact not only on what Apple does but also on how others see it. Apple is, after all, one of those firms that other companies watch closely to understand the best way forward.

The company has changed the guidelines of its relationship with its agency, TBWAMedia Arts Lab, to modify what they do. From now on, they will launch local campaigns (betting on the regional instead of the large global campaigns that they used until now) and will focus on the digital field. This will mean spending much more (and investing much more) in the realm of digital, social, data analysis or content creation. And this will  , laterally, the end of the great television campaigns with which it was tried to be the advertisement that everyone talks about.

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