The Steve Jobs Approach for Marketing to Older Adults
Whether Steve Jobs was a genius or not misses the point. What he definitely had was the courage of his convictions, which made him truly great.
Many consider Steve Jobs the greatest marketer of all time.
Whether that’s literally the case, he’s certainly in the upper echelon for me. Analyzing Jobs’ approach to marketing and communication has helped inform my efforts as a digital entrepreneur and as a teacher of content marketing.
These days, Jobs is known for innovative product development in the form of the iPhone and iPad more than the advertising campaigns he oversaw. Upon closer inspection, though, Jobs brought the same uncompromising foundation to both.
Apple spent decades as the upstart to established giants like IBM and Microsoft. Now, Apple tops the S&P 500 with a market capitalization of over two trillion dollars. Despite the current leadership under former CFO Tim Cook, no one doubts that it was Jobs who pointed the firm to the apex of multinational brands.
Whether Steve Jobs was a genius or not misses the point. What he definitely had was the courage of his convictions, which made him truly great. He instilled in Apple his personal values and was uncompromising in adhering to them.
This is important because the way Apple positioned itself and communicated with prospects and customers reveals the basis of any marketing strategy that aims at older consumers. It’s a prime example of the empowerment marketing you’ll use to effectively market to your chosen longevity market segment.
Let’s explore some of Apple’s iconic campaigns to understand how we can use a similar approach when marketing to older consumers.
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