Marketer’s love the word strategy. Many marketers love being a part of the strategy & planning teams but do not realize that they’d have to start looking everything around them from a strategical perspective. For eg. Have you spotted strategy when you’ve read history? Wars? Games? Movies? Schooling doesn’t teach us how to identify & observe ‘strategy at play’ and that’s why I am working on making this series a bit more interesting. Place yourself in the position of the commander in Battle Strategy and ask yourself what would you have done in such a situation. Then relive the scenes on how it was done.
Learning strategy help marketers take strategical decisions to launch or running promotions to sell a product or a service. Knowing existing strategies help in ‘counter-reacting to a strategy at play’.
Let me take you through a series of strategies below in the form of movie scenes. Feel free to share your thoughts about them through comments. Once we are done with movie scenes, we’ll talk a bit more in Marketing Strategies employed by companies.
Welcome to Battle School
Trojan Horse Strategy
Would you want to which company is currently using this strategy ‘In Real Life’ (IRL)? It’s Apple. Remember the good old days when Apple had introduced iAds in 2008? iAds was Apple’s experimental Global Dominance Advertising Platform that was created to enable seemless experience of ads on Apple devices. It was shut later because of its acceptability and also that its timing was too early since a lot of users didn’t own Apple devices. Forward to 2016 and you will realize that many users are now using iPhones. Apple slashed prices of iPhones right from the old to the new. They’ve cooked up to make sure the iPhone reaches every user and are piggy-backing on iOS. People are buying the iPhone as it associates them with the premium-ness of Apple. The iPhone here is the “Trojan Horse”. What it brings with it is a scalable communication package of anything and everything Apple wants to send with a simple mod in its future software. So if Apple has a billion devices sold, that would be the advertising inventory of Apple.
Recently Apple began introducing ad blockers for iOS devices and this got me thinking of why it would do such a move. Then I realized, it was to kill Google Revenues and bring back iAds. iAds were built in a way that it worked with device and not limited to a browser. So the Ad would reach you anyway making Apple the sole media owner for to reach its devices blocking out Google completely from its platform in one blow.
Feel free to share your thoughts in the comments below. Let’s move on to the next strategy.