A really interesting analysis of internet search activities by LeeAnn Prescott of HitWise on the recent Apple iPhone and Microsoft Vista product launches.

In the week immediately after each products launch an analysis of the internet search engine ‘hits’ makes interesting reading. Apple ranked at 55th most searched. Microsoft ranked at 322th. On ‘hit ranking’ alone Apple has a success on its hands while Microsoft has some marketing to do to get its message across. Now we are not comparing the same product or market segment but one thing that could be impacting the relative ranking is community and ‘WOM’ (word of mouth) marketing. Apple has a small share of the PC market but that community is very active. It has a massive share of the Mp3 player market and so any new telecoms product will attract attention especially as it is in demand by iPod users. By leveraging that ‘user base’ Apple is able to drive awareness up without necessary having to use big marketing budgets or do ‘blanket’ campaigns. Microsoft has a different relationship with its user base. It’s traditional been sold primarily to the corporate IT department. This is a systems infrastructure sale not a creative agency semi-life style sale. Over the last few years Microsoft has been trying hard to engage more at the emotional and personal level especially in the SME space. Interestingly in the last few days Microsoft have announced that in future they will be focussing on the digital media space rather than traditional media. Let’s see what happens but they have a long way to go before they have the social network and community spirit that Apple enjoys. On the other hand do they really care? Look at their success anyway. I think the Vista ‘WOW’ campaign may well become a future ‘case study’ – one of the last ‘old style’ spend a fortune and ‘bulldoze’ success. Social media and community WOM have a much better ROI.

On a personal note.....

I remember when my marketing Department at the company I was working for at the time (early 1990s) standardised on MacBooks in line with US HQ policy. Suddenly we felt like we had become Public Enemy Number 1. It seemed like an unholy alliance of sales, operations and senior management wanted us ‘punished’. Our technical support was withdrawn, horrible threats were made of being ‘incompatible’ and so unable to have access to central reports and databases. We defended our decision and in doing so became part of the Apple community – a group under siege and all the stronger and more passionate for it. In a way we had dared to be different. If you think back to Apple’s 1984 SuperBowl advert this has been their strategy for years. (Even Apples latest ad – yes they do them – plays on this). After 18 months or so we capitulated but not before we had got a good enough insight into the graphic arts and design market to be a success in marketing our products.