Perhaps not.

At least not according to Apple. And now a study, run by the Future Laboratory and Nokia, is inclined to agree. As the devices in our hands become more powerful, it’s the impact they have on our life experience that sells them, not how many Giga hertz or Mega pixels they boast.

G is not for Geek

The new approach to marketing is called ‘G-tech’ - short for ‘girl tech’. Though not 100% politically correct at first glance, G-tech is really just about designing and writing about products in a way that appeals to the right side of the brain. That means moving away from literal and logical messages about the way gadgets work and emphasising their empathic and intuitive qualities - how you experience a product, and how it can enrich your life.

What boys and girls want

It’s worked wonders for Apple - the iPod is the archetypical G-tech product. And now other manufacturers are following suit. At Eye For Image we’re finding more and more of our clients are responding very positively to our ‘demystify the tech’ approach. At first they were worried about talking down to (geeky) customers. But now they realise that the boys like the right brain approach just as much.

After all, boys, as well as girls, just want to have fun.

Here’s a short video in which the boys talk about G-tech (in quite a geeky way!). Most of the meat is in the last minute and a half.

This entry was posted on Friday, November 7th, 2008 at 3:14 pm by Chris and is filed under Communication, Language, Online marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.