Last week's speech by Steve Jobs at MacWorld showed how he remains as one of the most modern marketing minds in the game. The speech illustrated his strategy of providing people with the simple technology they need to start creating their own content.
Or in other words he is tooling up the digital consumer that this blog has described with iPods, iTunes, iMovies and iDVDs. This pretty much puts him on collision course with every entertainment and music excutive in the world but I doubt he cares. The iPod has shown him that he has the consumer on his side and that's all that matters.
So what does a world of tooled up digital consumers mean for other marketeers trying to sell people shampoos, washing powders, cars and credit and create brands of major value ?
Hard to say at the moment. But it will probably mean that those marketeers who provide people with things that they can do and campaigns that help people do what they are already doing will succeed. So Coke's mycokemusic looks like a glimpse of the future.
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