How come Apple doesn't ...

... follow conventional marketing wisdom and is instead plowing $’s into the media everyone is running from?

• Conventional: Take money out of print/TV. Go Online.
• Apple: Superbowl ads. TV/print for all products.

• Conventional: Don’t just take TV ad and run it Online.
• Apple: Run “I’m a PC, I’m a Mac” all over the Internet.

• Conventional: Get heavily involved in conversational marketing.
• Apple: Not a stitch of Social Media. One-way only ... when they’re ready to talk.

• Conventional: Tune your message by vehicle and/or point in purchase process.
• Apple: Same messages in TV, print, apple.com and Apple stores.

Since Apple is widely celebrated as a marketing genius, is conventional wisdom simply wrong?

Not really. It’s just … too conventional. Apple is making it clear that when done well, anything is possible. TV/print in product launch windows. Good online video at very, very high frequencies. Conversations about your product that you don’t have to stimulate, much less participate in. And great messages reinforced all the way from awareness to purchase.

And when they see good opportunities, they will innovate, as they have with the barrage of in-depth product videos at apple.com in the last two quarters. A great strategy for the Internet’s #1 OEM web site (at least according to compete.com).