Wow, did you hear the news yesterday?? Steve Jobs not only announced the new iPhone OS 4, but the bombshell of the year……iAd Mobile Advertising. What is it?
Apple unveiled its own mobile advertising service to the next generation software for the software for the iPhone, iPad and other mobile gadgetry. How huge is this? Apple could could generate $4.7 billion in revenue per year!
Much of the integration appears to be within the thousands of apps Apple hosts now for iPhone, iPad etc. Take a look at the excerpt below from the announcement yesterday.
iAd, Apple’s new mobile advertising platform, combines the emotion of TV ads with the interactivity of web ads. Today, when users click on mobile ads they are almost always taken out of their app to a web browser, which loads the advertiser’s webpage. Users must then navigate back to their app, and it is often difficult or impossible to return to exactly where they left. iAd solves this problem by displaying full-screen video and interactive ad content without ever leaving the app, and letting users return to their app anytime they choose. iPhone OS 4 lets developers easily embed iAd opportunities within their apps, and the ads are dynamically and wirelessly delivered to the device. Apple will sell and serve the ads, and developers will receive an industry-standard 60 percent of iAd revenue.
What used to be the accepted status quo “Sales Process” (identifying targets in the market, separating leads from a mass of inquiries, and distilling them through some exploration of cold calls and negotiation) has changed forever.
Social media has become the most important marketing initiative today because it has actually changed (or adapted) the “Sales Process” into the “Buying Process”. With peers talking with peers sharing advice and comments about all of their purchases and experiences, this has created a buzz amongst prosumer’s, a confidence or empowerment, that is unstoppable.
To continue to be relevant in the marketplace and avoid extinction, the “New” Sales Funnel has had to yield to the Prosumer’s being in control, captaining the ship, if you will. This means the salesperson’s role is now one of guiding or being a well-educated navigator in the purchasing process. As Larry McClymonds said: “The new form of relationships selling isn’t about selling anymore, it’s about helping the customers buy.”
With this new openness provided by the “navigator”, the prosumer will now reciprocate that openness (at least over time), which will result in the old “Sales Process” of the tedious, opinionated, strong arm process of selling to consumers will eventually evaporate.