Apple, Not Obama, Is My Marketer Of The Year

Obama’s campaign just won “Marketer of the Year” from the Association of National Advertisers. Here’s how the group voted:

  1. Obama: 36.1%
  2. Apple: 27.3%
  3. Zappos: 14.1%
  4. Nike: 9.4%
  5. Coors: 8.7%
  6. McCain: 4.5%

You have to give Obama a lot of credit for successfully using social media and digital marketing techniques to reach the grass roots constituents and raise a ridiculous amount of money: $150 million in September!!! I outlined several good the things in the Obama campaign in my post Five Lessons From Clinton/Obama Battle.

But even with all of that cash flowing into the Obama campaign, it wouldn’t have been my first pick on the list. Who would have been my number 1? Apple.

Apple has done an amazing job with Mac and iPhone marketing. The Mac ads are fantastic; delivering clear, on-brand messages (Mac is fun, Vista is broken) in a fun and memorable way. The iPhone marketing campaign has created enormous buzz around the iPhone experience, pushing people to actually switch wireless carriers. In addition to the product-specific campaigns, Apple does a great job of blending its product design, store experience, and Genius service into the marketing mix.

And, we can’t forget that Apple is successfully outmarketing companies like Microsoft, HP, Dell, Verizon, and RIM (Blackberry). These are major consumer brands. Obama, on the other hand, is only out-marketing McCain who has significantly less resources.

The bottom line: Apple is my marketer of the year (P.S. I’m also a huge fan of Zappos)

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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