When Steve Jobs keynoted the iPod launch, he claimed that Apple would ultimately win against other mp3 makers largely because no one “markets like Apple”. Given that Apple spent half a billion dollars last year on marketing, that’s pretty much true, with the exception of Microsoft and Dell.
The fact that Dell spent more on marketing than Apple, and yet doesn’t have a single memorable ad speaks volumes. However, the problem isn’t in being able to out-muscle Apple with ad budget, rather it’s in more fundamental things. The issue here is mindset.
Just look at the product websites for Apple, Dell, and HP:
Notice something? Apple’s website is the only one that seems to actually try to sell their computers. There are big sumptuous photos, with highlights on key features, and superlative descriptions of every aspect of their products. Their site is one big ad.
In comparison, Dell and HP’s sites appear to be for people who have already decided to buy one of their computers. They work like ordering forms. This is a terrible assumption. Dell practically invented the idea of selling direct to customers, yet their website hasn’t really changed much over the last 10 years. They assume that their products are commodities, and that customers are looking for the best deal (i.e. lowest price) when they visit. Look at their page: The biggest letters are for the (low low) price. Well, no wonder they are stuck at the low-end of the market.
HP’s website is far worse. It’s appears to be inspired by one of those dense B2B part catalogues, meant to be used by secretaries ordering hardware for their departments rather than people for themselves. Good luck trying to get an idea what the actual product is like, or why you might want to buy one. That screenshot above is for the new ENVY 13, HP’s top of the line notebook. Does the page scream “top of the line” to you?
Using a website to sell a product seems like a pretty obvious idea. Yet somehow, Dell and HP are stuck in the mindset that “eCommerce” means order and fulfillment. In the meantime, I’m sure the folks at Apple are just shaking their heads in disbelief, and laughing all the way to the bank.