Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Apple's iPhone ads are great at appealing to youngsters

But they're really confusing and alienating everyone else

When asked if the ads inspired participants to purchase an iPhone in the future, scores again followed brand loyalties. A whopping 78% of Gen Z and 86% of Boomer iOS customers were more likely to consider purchasing a new iPhone, versus only 36% of Gen Z and 34% of Boomer Android customers. (Graphic: Business Wire)

To measure the impact the ads have on consumer sentiment and preference, UserTesting, the leading on-demand human insights platform, today published the 2018 CX Study: Apple iPhone Ads. The report captures the reactions of 200 iPhone (iOS) and Android customers - broken into Gen Z (18-25) versus Baby Boomers (55+) age groups - to three recent iPhone ads: Sticker Fight, Unlock, and Fly Market.

Among the key findings from the report:

• iPhone ads are designed for young people / kids. Many iOS and Android customers in the Boomer age group felt the ads weren't aimed at them, but rather at a much younger audience - possibly even younger than Gen Z. Boomers called them "silly" and "haotic." Even Android customers in the Gen Z age group were more open to the ad content.
• Brand loyalty starts - at birth?
  Interest in the iPhone ads or in purchasing an iPhone after viewing an ad strictly followed brand loyalties. Android customers of any age were less likely to be interested in the iPhone ads and features, while iOS customers across age groups showed significantly more interest. Most customers expressed a strong preference for the devices they currently own. For Boomers, the ads conjured up science fiction fears. Apple's face recognition technology created discomfort and concerns with privacy and security among many older customers. For some, it conjured up fears like being tracked by ads on the subway.

"The new iPhone ads feature confusing situations, fast cuts, and saturated colors. There's no question that Apple is thinking different again, but this time it's not clear what the company is intending," said Michael Mace, Vice President of Product Marketing at UserTesting. "Apple's age-based approach to iPhone marketing appears to be paying off. In a 2018 survey, Piper Jaffray found 84% of US teens expect to get an iPhone as their next phone, up from 65% in 2014. Because smartphone brand loyalty starts early and is difficult to change, it's likely that Apple is actually trying to appeal to people even younger than those in this CX study: teens and pre-teens."

A copy of the full 2018 CX Study: Apple iPhone Ads, including charts, has been made available for free download at: https://info.usertesting.com

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

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Get it on Amazon (Kindle/Print)