So, now we know the weakness of social media
Yes, the social media had it mostly wrong – and then some of the gurus of the traditional media too, such as Wired. Wired called the new iPhone5 very boring. Yet (click back to the previous blog, please!) Apple has since sold all the pre-orders inside of an hour and within the first 24 hours 2 million of the new phones, 100% more than the iPhone 4S record.
So much for boring!
The public voted for predictability refreshed. How many of the iPhone users do you think would want to upgrade to something totally new?! Once again learning to navigate the user interface? Searching for you familiar stuff. Who would want a spherical phone. Users don’t want something entirely new when they have already gotten used to something. New scares. New is liked by pundits and journalists. New as in unfamiliar is not liked by users. Users like familiar with fresh flair – that is what apple delivered.
It’s different when a new category is created, such as when the iPod was first launched or the iPhone for that matter. But knowing how difficult it is to get traction in the market with new, which company in its right mind will go through the riks and pain all over again. No familiar with fresh flair is the marketing recipe for success – and that Apple delivered.
More importantly though is the point i made in the previous blog. There is a humungous disjunct between opinion and action. The media often make the logical mistake to equate the two. But opinion does not necessarily translate into action. Neither favourable or unfavourable opinion. Marketers can’t believe social media anymore than they could focus groups in the old days.
The medium has changed, human nature remained the same!