Richter7 Weekly Retro

June 25th, 2010

iPhone 4’s and Vuvuzelas have been dominating the news for the past few weeks.

1. Like a swarm of killer bees, this South African instrument – previously unknown to many – dominated the news, our ears and was a popular Twitter hashtag. Articles even popped up on how to remove the Vuvuzela sound from your audio by muting certain frequencies on your equalizer – – and Twitter’s fail whale was a semi-constant.

2. Meanwhile, Mr. Jobs’ latest creation is estimated to have sold 1.5 million on its first day, according to Oppenheimer’s Yair Reiner.

3. However, complaints are already starting to pop up – especially regarding yellow distortions on screen and poor reception. From a PR perspective, it seems that Steve Jobs may need a bit of media training after responding to a customer’s email regarding reception issues by saying “Just don’t hold it that way.” Should he have responded the way he did? Apple is seen as a worldwide innovator and yet their solution to the problem is somewhat pathetic…

4. Lastly, (in non-World Cup and iPhone news) a recent marketing research study reveals a few things about online advertisements that might not come as a huge surprise. Content being “targeted” in any intelligent manner gets a much higher response rate. Likewise, obtrusive ads that do crazy things such as make noise, play music, or roll over the page on a  mouse-over are also extremely effective. However, when an ad was both targeted and obtrusive… people get a bit creeped out and the ads effectiveness falls pretty dramatically. Why? Apparently it begins to call too much attention to the fact that big brother is watching. How do you feel about these types of ads?

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