Ace Metrix scores ads based on perceived effectiveness by a selection of randomly selected viewers, which it says are “representative of the U.S. TV viewing audience.” Apple’s Siri ad, which you can see below, scored a 652 overall out of a total possible 950 points, which tallied from respondent scores on criteria such as relevance, persuasion, watchability, information, etc. Apple’s 652 was 8 percent higher than the average score for ads in the same tech-oriented category.

Other ads that did well include spots from Pillsbury, Coca-Cola, Nintendo and Duracell. Santa was featured in 35 new ads during the holiday 2011 season, including Apple’s, and each of those campaigns performed above their category average.

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We admit; it's pretty cool.

Apple is almost the coolest brand in the world, according to the latest CoolBrands survey, but the top honor goes to fast cars. Aston Martin ranked as the coolest overall brand, as judged by the U.K.’s marketing and business community, as well as the general public. Apple is number two, and the highest ranking tech company on the list.

Apple beat out rivals BlackBerry (6) and Google (7), as well as Sony’s PlayStation (13) and Nintendo (16). It also beat plenty of other automotive brands with plenty of cultural cache, including Harley-Davidson (3), Ferrari (8) and Maserati (20). Last year, Apple’s sub-brands were broken out and the iPhone came in second, again to Aston Martin.

The high ranking for BlackBerry kind of makes me suspicious of the whole thing, but I suppose outside the bubble of the tech community, RIM’s devices still carry a fair amount of cultural weight. The BlackBerry is still apparently theone smartphone among teens in the U.K., after all.

While coolness is far from a hard-and-fast metric, it must certainly factor into buying decisions. I’ve also speculated that it could be one of the primary factors driving Apple’s enterprise growth in recent years, so to receive this honor based on survey data from the business community and the general public is no small achievement for the Mac maker. I wonder if the soon-to-be-revealed iPhone 5 can help finally vault Apple past Aston Martin in next year’s rankings. Still, hard to beat what was once Bond’s car, no matter how thin or advanced your smartphone.

Image courtesy Wikimedia Commons

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News apps racked up the longest average session length (how long a user spends in an app once its open) according to data taken from Localytics’ mobile app analytics platform, with users spending over 250 percent more time engaged with news apps when compared to the average time spent in any app. Close behind the news category in average time spent with an app per session were music (228 percent of average), health and fitness apps (210 percent) and reference apps (162 percent). Music apps tend to be turned on and then run in the background, which might account for their lengthy session times.

Games ranked much farther down the list, with users spending only around 75 percent of the average session length playing, and entertainment apps were last of all categories measured, with around 20 percent.

When measured another way, however, games rank very highly in terms of user engagement. Localytics also checked in to how many sessions per month users had with each type of app. Games accounted for the highest number of sessions per month, with an average of 13 per user. The next closest categories were news and music apps, which were both used an average of five times per month. Apps in the reference category, which showed a high per-session length, appear not to actually be opened all that often. According to both scores, entertainment and sports apps showed very limited engagement.

The results are good news for news app developers and publishers hoping to convert app downloads into lucrative contracts with advertisers and marketers, but I’m thinking it also might indicate areas where consumers have yet to be impressed with any currently available app offerings. I think many entertainment apps are too narrowly focused, and only fit the description in the loosest sense of the word, which is probably bringing down the average when compared to oft-used software like the iPad Netflix app. And many sports apps tend to offer little of value beyond the ability to check scores when your favorite team is playing, which isn’t likely to encourage much engagement.

My iPad usage echoes the Localytics findings: I use my iPad mainly for consuming news (from a variety of sources), and I occasionally open a game to kill a few minutes before dinner or while on hold, but I don’t spend as much time with these as I do with my news reader and periodical apps. Does the study ring true with your experience?

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MCV doesn’t reveal its sources, and Apple hasn’t commented officially, but the gaming industry trade publication did break the news of Saunders departure earlier in the week, suggesting it has solid sources in this matter. Apple is also reportedly losing VP of Worldwide Marketing Communications Allison Johnson, according to a report from All Things Digital, so there is likely a PR gap to be filled.

If the reports are accurate, I think Apple wants to push gaming to the fore when it comes to marketing its App Stores, because this is already an area where it has a significant advantage over its competitors in the mobile space. The software library for iOS continues to be Apple’s greatest advantage when it comes to measuring the mobile platform against its competition from Google and others, and that’s an advantage that so far seems to have evolved without much active shepherding on Apple’s part (barring the “Funnest iPod Ever” campaign). If Apple puts a concentrated effort into promoting titles (gaming and otherwise) that are iOS exclusive, in the same way video game consoles have, it could help the company distinguish its mobile OS in the eyes of more consumers. Saunders and Grange know that game well, so it makes sense that Apple would be interested in bringing them on board.

Saunders has been with Nintendo UK for seven years, during which time he was crucial in the successful launches of the Wii and the DS, and established a strong relationship between the company and the mainstream media. If Apple wants to push the success of its devices as gaming platforms (games content is by far the strongest seller across the iPhone, iPad and Mac App Stores), who better to hire than a man who played a key role in the launch and ongoing success of two of gaming’s most successful hardware products ever? MCV reports that Saunders will focus on PR for iPad, iPod and iPhone apps.

Nick Grange has worked primarily on the software side. He spent time at Electronic Arts and Microsoft, and joined Activision in 2007, where he is currently the European PR director. MCV doesn’t report any specifics regarding what Grange’s role at Apple would be, but his area of expertise definitely matches the job description the magazine reported for Saunders, suggesting that Apple may be considering a significant broadening of its app promotion efforts.

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First of all, let’s go over the main points of Casasanta’s very convincing argument. He comes out against advertising on the basis that:

1. Returns, if any, don’t come anywhere near justifying the investment.
2. Brands don’t matter for small companies; products do.
3. Ads are terrible for short-term profitability.
4. The App Store is a dramatically different place (busier, with more expensive ad options) compared to what it was when ads were an effective strategy.

In general, advertising is a model that’s found it hard to gain purchase in the contemporary digital marketplace, and that’s not becoming any less true in the growing mobile market. Om talked a bit about the shortcoming of advertising in digital media in his predictions for 2011, and those statements ring true with Casasanta’s point: Your money, and your attention, is better focused elsewhere.

Other developers I spoke with echoed Casasanta’s thinking, too. Ken Seto, co-founder of Endloop studios, said this about his company’s advertising strategy:

Ben the Bodyguard is a secure storage app to protect your passwords, photos, contacts and other information on your iPhone or iPod touch you don’t want others getting wind of. That’s a job description shared by tens or maybe even hundreds of apps in the App Store. If I received a press release for an app like that, I wouldn’t even yawn. I’d be too bored to yawn. Luckily, instead of a press release I found this link via Twitter:

Pixel porn of the day. http://benthebodyguard.com/

Just scroll.—
Beautiful Pixels (@beautifulpixels) December 02, 2010

It’s a preview site for the app, but it’s unlike any I’ve ever seen before. It’s smart, amusing, visually pleasing, and informative. But best of all, it sets Ben the Bodyguard apart from its competitors by taking a unique, interactive and beautiful approach to announcing a product before even revealing anything about how the app works or what it looks like. If you’re looking to market your own app or that of a client, take note. This is how to stand out from what’s become a very large crowd.

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Apple won Marketer of the Year only once in the past ten years, but it was also a contender for the top honor nearly every year this decade, according to AdAge. The marketing publication cites many reasons for its victory, among them the launch of iAd, and the continued success of its brick-and-mortar stores.

Maybe the most significant piece of marketing savvy shown by Apple during the past year was its management of the “Antennagate“ scandal that threatened to tarnish its highly polished quality control reputation. Jobs and Co. avoided disastrous and long-lasting effects by offering free cases to affected customers, while at the same time, not actually admitting that there was anything really wrong with the device through clever double-speak.

The Advertising Legacy

If you want to talk about the last decade as a whole, though, you have to look back to its earlier marketing moves that have become so iconic. Remember the iPod silhouette ads? They debuted in Oct. 2003, and became iconic enough to inspire countless spoofs. The ads also featured songs, often by relatively unknown artists. Being picked as the track for an iPod commercial could make your career. Apple’s marketing could incidentally make a musician successful.

And if it’s entertaining ad campaigns you’re after, it’s hard to do better than Apple’s “Get a Mac” ads, known by the “I’m a Mac, and I’m a PC” tagline used in each. Though Apple dropped this campaign last year, it began in 2006, and more than 70 ads appeared in the series. Justin Long and John Hodgman, who played Mac and PC respectively, became more widely recognized for these roles than for their parts in film and television shows. Timed as they were to take advantage of the disaster that was Windows Vista, they probably did more for the Mac’s growth than anything had before.

Last, but not least, is Apple’s ”There’s an app for that,” the company’s recently certified trademark, which became synonymous with Apple’s App Store, and by extension, with the iPhone. It’s also possibly the most parodied and reused tagline in history, at least measured in terms of blog and newspaper article headlines, and derivative marketing campaigns.

The Brand

Say what you will about Apple; it’s done amazing things to secure its brand identity. The phenomenon of the fanboy is a well-documented one, and has even prompted attention from filmmakers. The loyalty Apple users feel for their preferred electronics vendor is unmatched by any other group.

Why does Apple attract such adamant defenders? I’d argue that it’s their continued commitment to quality. Apple won’t release a product that it thinks feels or seems cheap, no matter what the revenue benefits would be. The company’s never even tried something like starting an offshoot budget brand, as HP has with its Compaq acquisition. And say what you will about the iPhone 4′s antenna problems, but it’s still far and away the best phone I’ve ever owned.

That commitment to quality is closely tied to Apple’s customer service. Both on the phone and in person at the Apple Store, the resources the company has dedicated to making all of its representative-customer interactions as pleasant as possible has really paid off. Of course, there are exceptions, and people will no doubt cite many examples of poor service from Apple reps. But on the whole, AppleCare provides far less reason to complain than do many similar services offered by its competitors.

Jobs Himself

As we saw yesterday, a large part of Apple’s marketing success can be attributed to its charismatic leader, Steve Jobs. He seems to be unable to censor himself in direct interactions, something reflected in the famous Steve Jobs personal email replies that may or may not actually come from Apple’s PR department. Whether or not they do is besides the point.

Steve Jobs is part celebrity and part CEO. Even while maintaining an air of mystery and insisting on absolute secrecy regarding future product releases, he seems also to be available to customers and without a filter on his personal feelings. It’s an odd combination that’s obviously a winner with consumers, and it garners Apple a lot of press (see the thousands of articles about yesterday’s quarterly conference call circulating the web if you needed any more proof).

Can it Carry On?

So that’s how Apple achieved its place of prominence as Marketer of the Decade. But can it continue to reign? That’ll depend on its ability to maintain a high level of success with its advertising, brand and yes, even its CEO.

The advertising has already taken a turn for the worse, in my opinion. Apple seems unwilling to go out on a ledge and poke at rivals (plus it’s becoming the big fish anyway, and it looks bad to knock the competition from on high) or even to celebrate what makes it different by using indie acts for background music. The sentimentality of the FaceTime ads seems to be missing the edge that got Apple to where it is now. Maybe Apple’s customer base, as it ages, will appreciate the new direction, but I’m afraid it could lead to even more vanilla offerings.

Where Apple is safest is its brand image. Products continue to come out that provide a very high level of user experience, with relatively few frustrations. The iPad is a great recent example, as is the iPhone 4 if you leave aside for a second any antenna issues.

As for continuing to have an enigmatic and charismatic corporate leader who also provides a great public face for the company, that’s completely up in the air. Steve Jobs is obviously one of a kind, but it’s possible the corporate culture he’s fostered at Apple will produce a worthy successor from within the ranks.

What do you think is the main reason for Apple’s marketing success? Any or all of the above, or something not listed here?

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The trademark is filed under the Advertising, Business and Retail Services, Computer and Software service and Scientific services categories, and applies to “retail store services featuring computer software provided via the Internet and other computer and electronic communication networks; retail store services featuring computer software for use on handheld mobile digital electronic devices and other consumer electronics.”

Any other usage technically wouldn’t constitute infringement, so, for instance, cheesy blog headlines (including those I’ve been guilty of writing myself) are free to continue to proliferate. Sure, trademarking an entire phrase may seem a little excessive, but is it surprising?

According to Evan Brown of Internet Cases, the answer is no. “I don’t think it should come as a surprise to anyone that Apple is claiming exclusive rights to use this trademark in connection with its retail services and the app store,” he said via email when contacted for comment. “At this point, getting the trademark registration certificate just completes the formality. After all, don’t most people who hear ‘there’s an app for that’ think of Apple?”

In fact, Brown goes on to point out that really, a trademark goes into effect as soon as it’s first used, so Apple has been able to defend the phrase since January of 2009, if its dates are accurate. Having the certificate just makes it easier to make its case. At most, we’ll see fewer ads like this one, though given how quickly marketing gets old these days, we weren’t very likely to see much more of that type of thing anyway.

We’ll see if the official certificate affects the vigor with which Apple depends this trademark. My bet is that Cupertino will be looking much more closely at uses of the term “facetime” in the tech and business world, though, since that phrase (trademark applied for) will probably have much longer legs as it makes its way into future Apple devices, and is probably much more likely to be used by competitors, unintentionally or otherwise. It’s probably also harder to defend, since it’s a phrase people have been using for ages. That’s where we’ll see real sparks fly.

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Citing specifically a piece that ran Monday (subscription required) in the Wall Street Journal, which claimed to confirm that the Apple tablet existed and would be announced in January and released in March, Martellaro talks about Apple’s use of “controlled leaks,” a process by which it is able to release information without hurting its reputation for never discussing pre-release products. Martellaro is in a very good position to know about what goes on, because he was himself told to do the same thing on multiple occasions.

Here’s how Martellaro describes the order coming down from on high:

The way it works is that a senior exec will come in and say, “We need to release this specific information. John, do you have a trusted friend at a major outlet? If so, call him/her and have a conversation. Idly mention this information and suggest that if it were published, that would be nice. No e-mails!”

The key to a successful intentional leak is to ensure that deniability exists on all sides. Often, information floated in leaks isn’t final, and something about the product will change before production actually occurs, and if there’s no trail and no evidence to point to, both Apple and the news outlet are protected against claims of having disseminated false information. Official leaks are published after the close of the stock market to avoid accusations of stock manipulation.

Maybe most interesting about Martellaro’s inside look at Apple’s marketing machine is his list of reasons for fabricating a leak like this one:

Controlled leaks are almost always the solution to a problem. In this case, it could have been that Apple needed to release the tablet information early because it wanted:

• to light a fire under a recalcitrant partner
• to float the idea of the $1,000 price point and gauge reaction
• to panic/confuse a potential competitor about whom Apple had some knowledge
• to whet analyst and observer expectations to make sure the right kind and number of people show up at the (presumed) Jan. 26 event. Apple hates empty seats and demands SRO at these events.

Suspicions are one thing, but confirmation is another entirely. This look inside the extremely successful Apple information control mechanism is very helpful when it comes to sorting fact from fiction in the rumor mill.

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As a small business owner/sole proprietor, connecting with customers is hard. There are all sorts of communication tools available, with social media being the most prevalent today. However, as old-school as it might seem, email is still the killer-app for the web. And, given that, you must have a strategy to connect with your customers via email. Thankfully, there are many tools on the Mac available to help you do just that.

What type of email campaigns might you use? Some examples might include:

• Marketing Slicks
• Press Releases
• Newsletters
• Advertisements
• And more

For the purpose of this article, let’s look at both Pro editions of Direct Mail from e3 Software and MaxBulk Mailer from MaxProg. Both applications are relatively easy to use, although I found Direct Mail to be a little easier to work with overall. Each version has more features than their basic counterparts. To see a comparison list between the standard and pro features, please read here (Direct Mail) and here (MaxBulk).

Direct Mail Pro 2.2.3

When you first launch Direct Mail Pro, you receive a warning about sending SPAM. This is noteworthy, because of the two apps, only Direct Mail Pro mentions this as a potential issue.

SPAM nanny screen from Direct Mail

Upon agreement, you are presented with the main application and can see the options available. Direct Mail Pro automatically detects and uses any email accounts already present on your computer. To get started, I created a sample email (I copied the HTML from another email) and then added Mail Merge tags for the date and first name (there are tags available):

Direct Mail Initial Window with an example Email - credit comes from U2.com

Direct Mail Pro integrates with the Address Book, Microsoft Entourage and Daylite (as well as others) so that you can easily add users or groups. Once the users are added, click Send Message…

Direct Mail Pro includes (for a significant upgrade fee of $60) an email delivery service if you would rather not use your own email account.

Send Message Dialog Box

After you click Send, you’ll receive another SPAM warning. In some ways, this is irritating, although I can understand the precaution from the developer. Frankly, there should be an option to not see this dialog box.

SPAM nanny dialog box, round II

With the included e3 Delivery Service in Direct Mail Pro, you can track emails and view reports that include the email message, statistics, any hyperlinks, if the email was received by its audience as well as any potential bounced emails:

Direct Mail Pro History Tab with Reports/Results

MaxBulk Mailer Pro 7.1

When compared to Direct Mail Pro, MaxBulk Mailer Pro is a similar, yet different animal. MaxBulk takes a more hands-on approach to solving the email campaign problem. There is much more configuration involved than Direct Mail Pro, and with that configuration comes a little more flexibility.

There are no SPAM warnings when you first run MaxBulk Mailer Pro. The application window is very similar to Direct Mail Pro in that you have main some main tabs and simple toolbar for managing your email creation. In the example below, I have created a plain text email and provided some initial tags and specified formatting.

MaxBulk Mailer Pro Message Window with Tags

Unlike Direct Mail Pro, you do have to configure your email settings in the Settings tab. This is more cumbersome and can take some trial and error to ensure you have the right configuration prior to sending your message. Further, there is a preview tab that displays what the final message will look like and allows you to render your message in a browser.

Once your message has been sent, you receive a confirmation email with the relevant statistics:

MaxBulk Mailer Pro Delivery Report

A unique feature to MaxBulk Mailer Pro is that you can configure your own server to process the results of any email campaigns you send (this takes a little more configuration and advanced knowledge of database and FTP setup). Compared to Direct Mail Pro which includes its e3 Delivery service (and for a $60 premium), this is a nice feature.

MaxBulk Mailer Pro MLM Installation Dialog Box

Conclusion

Are you a do-it-yourselfer or do you like tools that do the work for you? If you’re the former, then I recommend MaxBulk Mailer. If you’re the latter, then I recommend Direct Mail Pro. Of course, there are other factors you need to consider, including:

Pricing

• MaxBulk Mailer Pro is $59.90, which includes the ability to track email messages that you set up on your own server.
• Direct Mail Pro is $119, but it includes the ability to track email messages, handle bounced emails and more without any extra work on your end.

Application Integration

• Native: Apple Address Book, Microsoft Entourage, Apple Mail, CSV files and more.
• Via a separate plugin, you can import contacts from Marketcircle’s Daylite as well.

As for me, I chose Direct Mail Pro. I find the product is more polished and it makes email creation and management easier. In the end, I don’t think you will fail to accomplish your customer communication goal with either program.

FTC Disclaimer: Not-for-resale copies were provided for this review.

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