The Long Tail - Feb08

Apple does it again - or did they?

As expected the blogosphere erupted with comment following the mid-January keynote address by Steve Jobs at the most recent Macworld conference where he unveiled the MacBook Air. Here's a taste of reactions from a range of professionals to MacBook Air marketing.

FOR

Wired Blog Network

URL: http://blog.wired.com/gadgets

Blogger: Jose Fermoso

The post: MacBook Air Ad Goes Live. Quick Verdict: Simple and Effective

What it says: Fermoso uploaded the video of the MacBook ad to his post and talks about coolness that Apple has brought since the first iPod ad and reckons that the MacBook ad is one of the best recently.

"More recently, however, Apple has started to tone down their marketing message with commercials inspired by fans and included more approachable, quiet music. This new one for the MacBook Air is probably the best of the new batch, as it homes in on the most marketable piece of all: The insane thinness, fitting inside an office envelope," he said. 

 

AGAINST

Get Rich Slowly

URL: http://getrichslowly.org/blog/

Blogger: J.D

The post: Tech Lust: How to Cope with Gadget Envy

What it says: As a self confessed Macintosh fanboy, J.D decides to take a different approach and details tips on how to avoid falling victim to Apple marketing which he says is dangerous for your wallets.

"Avoid advertising. Beware the insidious power of marketing. You are not immune. We are all subtly manipulated in ways we cannot possibly imagine. When I watch the Macworld keynote addresses, I'm acting as a willing consumer of advertising. Don't do this. Steer clear of advertising whenever possible," he said.

 

AGAINST

Back In Skinny Jeans

URL: http://www.backinskinnyjeans.com/

Blogger: Stephanie Quilao

The post: Apple hawks thin obsessed term "Thinnovation" with new MacBook Air

What it says: Quilao who normally blogs about body image, the fashion industry, and Hollywood, picked up on an interesting attribute of Apple's MacBook Air marketing - the use of the word ‘Thinnovation' describes a product that looks appealing but has little content.

"A piece of copy that struck me was, ‘But you don't lose inches and pounds overnight. It's the result of rethinking conventions'...come on Apple is the best feature of this new laptop its size or its capabilities? To me, this marketing angle is like assessing someone's value based on their appearance versus the content of who they are," she said. 

 

FOR

The Client Side

URL: http://www.theclientsideblog.com/

Blogger: Michael Seaton

The post: Getting it right everywhere, including email

What it says: Digital marketer, Seaton blogs about that email marketing collateral he received from Apple which he reckons is timely, does the right thing in terms of ensuring the message is clear and concise, and just makes you want to buy the product.

"One of the most important things in marketing is to get the fundamentals right. Yes, Apple does the innovation part to the nines. Yes, they ooze cool in everything that they produce. They have nailed down the sex appeal in technology. Yes, they have changed the game several times over. And, the marketing communications just make you want to buy the product in a heart beat," he said.