Ramsey has consulted with and delivered projects for numerous media, publishing, and digital brands over his career, including Apple, Clear Channel, Pandora, CBS, Bonneville, Sirius XM, U-T San Diego, EA Sports, and more. Ramsey is a veteran media strategist, researcher, and trend-maker. Mark Ramsey is president of Mark Ramsey Media. And guess who TV advertising is aimed at? The music listeners who have not tried online radio yet but have an iPhone device nestled in their pocket and an iPad on the coffee table. TV spots featuring iTunes Radio? You can bet on it. Apple will launch iTunes Radio in one big splash already bigger because of other product and feature announcements not part of the Radio app itself. The so-called “pure-plays” had to earn their attention after years of organic growth. iTunes Radio will be the first online radio service launched with Apple-scale publicity. Trust and ubiquity and habit will make iTunes Radio almost as easy to adopt as traditional radio and much easier than any other online radio alternative not already blessed with widespread familiarity and use.Ĥ. Especially compared with trust for “no-name online radio brand.” That tremendously lowers the threshold for acceptance and use for iTunes Radio – it’s a feature extension to an already habitual product, not a “brand new thing” the consumer needs to understand, download, and risk their precious time with. That’s a lot of songs and a lot of music credibility.īut even more important, it shows how iTunes is already as much of part of every music consumer’s habit as radio is. As of February, Apple had sold more than 25 billion songs. iTunes Radio is the first online radio service integrated with the largest music retailer on the planet.Īpple is a brand now famous and trusted for music, something one could never say about AOL, Microsoft, or Yahoo, all of which have played a hand or two in online radio. Now it’s just about giving those folks whatever they want and teaming up with a growing roster of advertisers to help them do it.ģ. Apple has done the reverse – they already have the relationships. Most online radio platforms begin with a product and then hack or market their way to relationships. If you have a wealth of data about up to 575 million people, you have immense power to tailor content, make markets, muscle labels, and leverage consumer relationships in and well beyond music alone. iTunes Radio is the first online radio service to leverage more than 575 million iTunes accounts. Voila, instant ubiquity! No decisions, no purchases.Ģ. Apple has roughly 14 percent of all devices, desktop and mobile, and is on track to sell 1 billion iOS devices by 2015. Ubiquity is a key element in traditional radio’s success: You own several without buying any, and you use them simply because they’re there and you can.Īnd now, when you upgrade to iOS 7 or buy a new Apple device, iTunes Radio will come along for free. When you buy the car, the radio comes along for free. When you buy the clock, the radio comes along for free. In fact, almost nobody ever “buys” a radio. One of the great strengths of traditional radio is that you don’t have to decide to buy it or download it. iTunes Radio is the first online radio service baked in to millions of devices already in wide circulation. So why does iTunes Radio change everything?ġ.
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