Apple has a problem: Social media chatter about it’s iPhone 5 has dipped, and so have sales.
From September to today, the number of conversations on social channels about iPhones has declined for two of the company’s target audiences: Baby Boomers and Generation Xers.Looking at two other lucrative consumer audiences—Millennials and teens— shows a similar pattern. Despite a spike in conversations around last Christmas, iPhone conversations have been consistently declining since the iPhone 5 launch in October.
Apple’s failure to tap into what’s being said through social insights and develop a data-driven marketing strategy is becoming an object lesson for businesses everywhere.
"…marketers will not only need to better understand the difference between simple measurement versus analytics, but how to identify the right enterprise platform that will truly serve their needs. The rise of data-driven marketing will also require a cultural shift that transcends the gut instinct style of creative decisions that drove campaigns in the past and cultivating a greater appreciation of data at all levels of an organization."