Posts Tagged ‘marketing’
I am usually open to changes, sometimes even a little too eager to be an early adopter. I admire developers and companies that constantly revisit their design decisions and add features to increase usability of their product and enhance the user experience. Google, especially in case of GMail, has been the poster child of this style of development and Facebook has been an exemplary follower of this style. In few short years, Facebook has managed to not only generate a huge userbase but also has become a platform for businesses all over to reach out to their users and get valuable feedback.
While I have been critical, I have been in favor of most of the features that were added (I wish Facebook allowed me to link to a particular status like Twitter does so I can link instances here but you are going to have to take my word for it on this one). I have generally liked the layouts and have been tolerant of them mixing advertisements with highlights on the home page. However, they recently did something that has hit a nerve and I am not the only one.
Jo Lilore hits the nail on the head when he says “Facebook needs a User Experience intervention.” I understand that they are trying to attract businesses to use facebook as the platform of choice for their marketing and customer outreach campaigns, especially with Twitter’s popularity soaring among businesses. However, they are completely missing the point that businesses will not be there when all the users leave. For me, People you may know was a useful feature that helped me connect with old friends. It was not perfect by any means but the noise in the data was bearable. With the conversion into Suggestions, Facebook has made it almost impossible to find old friends among Mylie Cyrus, Jonas Brothers and any other sad excuse for a celebrity elevated to stardom by MTV, VH1, or any other channel with majority if viewrship going to teenagers.
It seems that Facebook is trying to capture any piece of the market that Twitter has won over and they are doing so at the user’s expense. Twitter is lightweight tool with an excellent API and while Facebook allows one to do much more than have live conversations, majority of businesses are interested in just these conversations (and conversations are where Twitter shines). While Facebook pages and application platform have been popular marketing platform for businesses, they are quickly realizing that they can engage with their audience in the same way with a lot less effort using Twitter.
The one thing that is going for Facebook is that it has a large user base and there are still quite a few people who do not “get” Twitter. However, if Facebook continues to annoy users by constantly “suggesting” what people/products/things they should be a fan, its userbase is going to plateau and the time that users spend on the site is going to go down.
UPDATE: There are a few things that Facebook could do where I think users would be ok with it marketing celebrities/products/services.It could give the user the option to hide the suggestions portion so that you no longer have to deal with it. However, this would be similar to TVs giving you the option to skip/hide commercials which we all know is not going to happen. The other option would be for Facebook to use a better algorithm where it uses information the user has provided to best guess who they might actually would be a fan of rather that just showing a slew of people loosely based on the fact that one of your facebook friends became a fan. I am sure they can do a better job than that. This is one way they can emulate Google.
Apple has always been in the forefront of successful marketing. iPod is probably the greatest success story for Apple’s Marketing Gurus that were able to get an iPod in every other person’s hand within a matter of few years. It was truly unbelievable.
I still remember how 3 of my friends followed each other in being next one to own an iPod right after they saw it. At first, I thought that Apple was brainwashing everyone to believe that iPod is cool and owning one makes you cool. I actually detested Apple for what I took to be a brainwash. I am not naive and I do know that there are other companies that employ similar tactics but for some reason I could not take it from Apple. Maybe I expected them to have a higher standard.
A similar phenomenon is visible now with the introduction of iPhone 3G. While iPhone 1st Gen was fairly popular, most of the popularity seemed among avid mac fans. iPhone was like a MacBook: pretty, cool, designed to perfection but not affordable. iPhone 3G on the other hand has captured a greater spectrum of the population. While the 2 year costs for owning an iPhone and its 3G counterpart are similar, its a much easier decision to buy a $200 phone compared to a $400 phone. That is another example of successful marketing.
However, what I have realized is that the best marketing vehicle that apple has used, and this applies to all their products, is the product itself. Apple has established itself as a synonym for intuitive design and its the well designed product that is present in the market that sells more and more of these products, especially iPods and iPhones. Within the past month, 6 people in my company have bought iPhones and its not a co-incidence that they sit in the same area. It all started with one guy who got an iPhone and everybody just had to have one.
However, the best marketing move that I have seen Apple make is release Safari on Windows. I recently downloaded Safari on my machine, accidentally at that through Apple software update and I don’t think I can go back to Mozilla. Everything looks so much smoother in Safari and the more I used it, the more I found wanting everything else in my computer to look this smooth. THAT IS AMAZING! Apple, by giving you the mac experience in Safari is not only going to get a big chunk of browser market share but it could convert lot of PC (home) users to go to mac. Who does not like something that is well designed, intuitive and pretty. I just with I could somehow get my del.icio.us bookmarks on Safari.
Realizing that the credit to mac product penetration in the market over the past 5 years goes equally (if not more) to their designers/engineers and marketing team has helped me appreciate Apple products for their intuitive design and Apple for their constant focus on innovation and integration. One could only hope that someday I can see Steve Jobs in a different light where he no longer looks like a nutcase.