Apple has long been known as a high-end brand that caters to the younger, wealthier consumer. However, market shifts and changes in the industry have them rethinking their business model.  They are now focusing on mid-market consumers to maintain market share.

Apple’s marketing efforts have long been legendary throughout the world.  In the past, their target demographic was young, hip urbanites who had plenty of discretionary income. Owning an Apple brand was a self-expression of belonging and achievement.

Apple’s drive for efficiency, expedited access to information and advanced capabilities goes as far back as the iPod release and continues today. As a result, Apple has grabbed over 14 percent of the global smartphone market share.

However, fast-moving Chinese companies, along with market leader Samsung, are now taking command of global smartphone sales with their lower-cost products. This new fierce competition has Apple considering a jump into the fray of mid-market offerings.

Global Market Shifts

U.S. consumers may believe that they’re the most technologically advanced in the world—However, they are sorely mistaken. More than 44 percent of global users will own smartphones in 2017— And that number is even greater in countries like South Korea, which leads the world in smartphone ownership, with a whopping 88 percent of the population owning a smart device.

In fact, the U.S. is barely in the top five when you consider usage, with Australia, the UAE and Israel ranking higher, and Spain, the U.K, Canada, Chile and Malaysia following a few percentage points behind. This, in part, is fueled by the prevalence of lower-cost Android phones that offer much of the same functionality and design points as an Apple phone, but at a more affordable price.

Apple’s Marketing Prowess

Part of the reason that Apple has maintained their market dominance, even with their expensive price points, is due to their exceptional marketing prowess. Apple product releases are major events that the media and consumers flock to in mass. Their usability testing focus helps Apple understand their customers at a deep level, fulfilling not only their physical needs (a smartphone), but their aspirational needs (acceptance and a chance to be the “cool kids”). Apple’s strict focus on customer needs, combined with the highest quality in product design and packaging has created an attractive, premium brand.

The Shift in Cellular Provider Models

Another factor that is increasing Apple’s focus on the mid-market is the monumental shift in the cellular industry. Providers such as Verizon and Sprint no longer subsidize the cost of handsets. What this means is that consumers who may have paid on a monthly basis for phones without realizing it was part of a 2-year contract, are now being forced to shell out upwards of $650 for a new Apple phone every year or so. This will limit the range of consumers who can make this type of purchase, further narrowing Apple’s target market range.

Shifting to Mid-Market

Apple has already expanded into the mid-market with their various levels of Macs, such as the less-expensive MacBook Air at around $999 versus the MacBook Pro at several thousand dollars. They also continue to offer older model phones when new models are introduced, to provide customers with an entry-level option. The recent introduction of the iPhone SE seems to be taking off, and the iPad Mini offers a lower-cost option for the tablet crowd without sacrificing much in functionality.

Services Income

Apple’s services business is the size of a Fortune 100 company, with a 30 percent revenue from each sale on the iTunes and App stores, plus Apple Pay, storage payments for iCloud, and their new Apple Music offering. Services continue to outpace product sales by a significant margin, and this may be one reason Apple is looking to broaden their scope of offerings to appeal to a larger market.

Currently, Apple targets younger consumers to lock them into the services infrastructure early on.  They know that as this population ages, and moves upwards in their careers, making a change to a new service will be hurdle.

While targeting the budget market is not likely for Apple, other smartphone and tablet manufacturers should continue to watch their back as Apple extends their reach into the mid-market with offerings that appeal to a broader base of consumers.

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Use Google My Business to update your Google Maps and Google Search Listings at any time and for free.

Have you ever wished you had a quick way to update your Google listings with new or timely news about your business?  Google has rolled out a useful feature for all business users that can help grant your wish.  You can create Google Posts from within your free Google My Business account to offer various kinds of updates that will automatically show up on your listings in Google Maps and Google Search.

According to Search Engine Land, political accounts have had this feature since early in 2016. Back then, they called this feature Candidate Cards.  After that, Google rolled it out to a few business accounts.  Every business now has a chance to let customers know about upcoming events, special promotions, and other timely news.  Take a moment to learn to create Google Posts and how they can benefit your company.

How to Add Updated Google Posts to Google Maps and Google Search

Adding live updates to your Google Maps and search results is pretty simple:

Create a Google My Business Account

If you don’t already have an account with Google My Business, you need to create one for your company.  Google does not charge for this tool, and it allows you to manage your business presence all across the network.  In addition to managing your listings, you can also use My Business to interact with customers and gain insights about your digital presence.  Even if you’re not interested in creating live updates with Google Posts, you should consider signing up and exploring various features of Google My Business.

Create Google Posts From Within My Business

From within your account, you can find “Posts” on the left-side menu.  Alternatively, you can click the link to go directly to the Google Posts section inside of your account.

This list highlights some of the different features that you can use to create your post:

• Text:  You can add a maximum of 300 words to describe your update.
• Events: If you want to update customers about a limited-time event, you can add an event title with start and end times.
• Images: Google allows you to add an image to make your post stand out more.

Add a Call to Action

Besides the basic options for your Google Post, Google also lets you choose a call-to-action button to add to your post.  Some of your options for button text will include Reserve, Buy, Sign Up, and Get Offer.  You link this button to pages on your website that could allow customers to make reservations, get more information, join your email newsletter, obtain a promotional code or coupon, or even make a purchase.

Keep Track of Post Expiration Dates

Remember, Google means for these posts to emphasize short-term updates and not to serve as permanent parts of your listing.  Your posts will expire after seven days.  The system helpfully alerts you on the sixth day that your current post is about ready to expire.  Right now, there doesn’t seem to be any way to renew the same post.

If your previous post performed well for you, you can simply create a similar one.  If you didn’t enjoy much response, you might test some different approaches.  Either way, keep in mind that these are meant to help offer updated information and not to last forever.

How Can Your Business Use Google Posts to Enhance Your Listings?

Most of you can probably think of several ways that Google Posts could enhance your search or Google Maps listings.  You might even experiment with a few different formats until you learn what works best for your unique kind of business.

These are some examples:

• Post events:  If you run a local restaurant, you may run a special menu for Valentine’s Day, Thanksgiving, or another holiday. Your bar might feature live shows that you schedule on certain nights.  Either way, you could use your post to highlight your special events and allow customers to book reservations with a couple of clicks.
• Gain subscribers: If you hope to build your email list, you might offer a subscribers-only giveaway or discount.  Offer news about this promotion and then let searchers directly signup and take advantage of the offer.  Even if some people aren’t ready to buy, you can still add them to your list of prospects this way.
• New products: Your retail store may have fielded a number of requests for a hard-to-find or specialized item.  Let searchers know that you have it in stock.  You can link your call-to-action button to an informational page with text, graphics, or videos that will help you close more sales. Alternatively, you might route searchers directly to a buy-it-now page for online sales.

Why Keep Your Listings Updated With Google Posts?

Most marketers would be happy to find ways to add more content to their listings and to keep potential customers informed about upcoming events and other news.  Since Google also lets you add a call-to-action button, Google Posts can serve as a powerful marketing tool that you may begin to rely upon frequently.  Even if you don’t decide to make use of Google Posts, it’s a good idea to learn about other helpful features you can access within your Google My Business Account.

Thanksgiving is almost here and like every year, the holiday serves as the perfect time to reflect on the people and the things we’re grateful to have in our life. Though we often take it for granted, something that everyone can be thankful for is the planet itself, and all the resources it provides. With a new season upon us, it’s the perfect time to remember just how grateful we should be for the environment.

However, in an increasingly crowded and competitive marketplace, the impact of modern business on the environment takes its toll. More and more, business owners are looking for ways to decrease their carbon footprint and take better care of the planet. Luckily, many business owners look to technology to help them ‘go green’ and reduce environmental impact. And as it turns out, going green does not have to negatively impact business budgets.

The Planet Will Thank You: How Businesses are Using Technology to Go Green

Taking care of the environment is critical, but many business owners understandably worry about the costs associated with reducing their carbon footprint. However, tech innovation is making it easier than ever for professionals to make decisions that are smart for business and the environment. Modern technology means that profitability and environmental sustainability need not be mutually exclusive.

Whether a business is looking to go paperless, cut power usage or reduce business travel, technology offers an increasingly wide range of solutions that can help business owners play their part when it comes to environmental sustainability –  while also staying within or below budget. Budget-friendly and environmentally-friendly? What’s not to be thankful for?

Let’s look at the top 3 strategies for going green with business technology:

Environmentally Friendly Tech Strategy #1 – Go Paperless

This one is straightforward. The less you need paper in your office, the fewer trees will be cut down to supply it. More trees in the forest mean more oxygen for the planet and so on. Most businesses have already made the switch to digital, but if you’ve been putting it off, the time is now.

Switching from hardcopy documentation systems to digital or cloud-based platforms isn’t just about saving the trees either. Making the switch poses huge business benefits as well. Sick of that chaotic desk full of paperwork? Wondering where you put that important invoice? Shocked at how much you’re paying for ink? In addition to helping the environment, going paperless saves time, sanity and capital.

Environmentally Friendly Tech Strategy #2 – Cut Power Usage

Safe to say most business owners would agree that a reduced hydro bill would be nothing to complain about. Technology is great for business, but many business owners realize that the more devices used onsite, the higher the electricity bill.

However, as technology continues to evolve, devices are being designed with power-usage in mind. Proper recycling of old servers, computers, and printers to make way for new, power-friendly replacements may seem like a big investment, but in the long run, the planet – and your wallet – will thank you.

Environmentally Friendly Tech Strategy #3 – Reduce Business Travel

One of the greatest things about the modern business world is that businesses can operate across the globe. No matter the industry, a growing number of businesses are expanding into international markets or working with vendors from across the globe.

Worldwide business is great, but getting face-to-face with international clients or service providers can result in a lot of cross-country flights and air pollution. Not to mention the cost of roundtrip business flights, plus accommodations. Luckily, technology has an answer for that too. Expanding communication capabilities like Skype and remote access solutions minimize the need for unnecessary travel and make global collaboration a breeze.

We live in a fast-paced and increasingly tech-based business environment. Technology is transforming everything about modern commerce. It’s a no-brainer that we should be using tech developments to improve our relationship with the environment as well. That’s why, as your counting your blessings this Thanksgiving, be sure to reflect on how lucky we are to be able to breathe the air and think about how your business can reduce its environmental impact.

There is nothing more important than protecting the habitat we all share, and technology can empower business owners to do just that. The best part? Between savings on paper, power and travel, going green is defined by cost-reduction. For business owners looking to stay competitive in a modern business market, staying environmentally friendly is just good business sense.

If your business is looking to reduce your carbon footprint, take a look at your technology infrastructure. Find out areas for improvement and make sure your network is set up to help you and the environment.

If you need a hand implementing some environmentally friendly tech strategies, reach out to a local technology firm for a consultation. Doing your part for the planet doesn’t have to mean a hit to your bottom line.