PCs are for serious business people, and Macs are for students and long-haired artsy types who need to do stuff like photography, graphics and video, right? Well maybe, or maybe not. Apple’s computer market share has more than doubled recently. Apple’s Steve Jobs has done a number on consumers. Those students that Apple targeted in the 1980s have grown up and are now creating an adult-sized demand. “We want Macs!” seems to be the new mantra of business professionals. A stellar ad campaign and crafty marketing – such as paid placements in television and movies – are helping grow that seed that was planted so long ago. Talk about a long-term strategy!

What can you learn about this success story? You can look at what is behind the ballooning demand for Macs. What business people really want is what Macs deliver: simple usability, lightning-quick Internet access and video excellence. This is what B2B buyers want too. To learn about product benefits via the Internet and user-friendly tools. To be able to see, hear and trial products and services on their own – before the salesperson calls.

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1. Search marketing up 31% in 2007
2. B2B Public Relations Ninjas with Podcasts
3. Behind the scenes
4. Keeping up with the internet
5. Lesson from a Kid

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About the author:

Joe Schubert is the founder and CEO of Schubert Communications. He takes great pride in the agency’s B2B Sales-Centric Marketing™ approach based on many years of B2B client support. Joe keeps busy flying his Cesna, golfing, skiing and reading up on the industry’s latest trends.