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Digital Marketing Lessons: What To Do When Your Customers Get Bent Out of Shape

Digital Marketing Lessons: What To Do When Your Customers Get Bent Out of Shape

Every time Apple releases a new iPhone, it makes headlines. That’s nothing new. It’s also not unusual for the legions of Apple fans to find something to complain about with their new phones – remember the complaints about poorly placed antennas that dogged the iPhone 4?

That issue was resolved by fairly quickly, but we’re not sure that’s going to be the case with the iPhone 6’s issue: the fact it bends in user’s pockets.


This is obviously a problem. iPhones are not cheap. Nobody wants to plunk down hundreds of dollars on a phone to have it get damaged in the course of normal usage within days of acquisition. People are taking their discontent to social media. Some complaints are clever – we’re particularly fond of the Dali Edition graphic that exaggerates the scale of the problem greatly – but others are straightforward demonstrations of the phone’s failing that are going viral fairly quickly.

The question then becomes how should Apple address this situation?

Tactics we’ve seen the company use before that haven’t worked include blaming the end user – that was the case with AntennaGate, where iPhone owners were told that if they’d just hold the phone in a completely unnatural, counterintuitive position, they’d have no issues – and attempting to ignore the problem out of existence just haven’t worked.

Instead, Apple, which has put some effort into publicizing their Failure Analysis’s team’s existence and efforts to identify and rectify problems before the phone went on the market, needs to get in front of this situation and address directly why that team missed a fairly large problem. They also need to communicate what they’re going to do to make this situation right by their customers – sooner, rather than later, if they want to preserve what appears to be a rapidly-deteriorating supply of goodwill the brand enjoys.

The time honored formula of acknowledge the problem, explain causes, and identify the corrective measures, coupled with a sincere apology, is one that has served countless brands well when they’ve run into PR nightmares like the one Apple is experiencing with the new iPhone. Let’s see if that’s what Apple is going to do to keep their customers from getting bent out of shape.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office