The Drivers of Digital Performance

It was a day of mixed fortunes for Apple on Wednesday this week. Shares began to fall when an announcement was made about the ill health of Apple CEO Steve Jobs, but by dinner time, news had broken about record profits, and investors were back in the black.

This kind of market reaction might seem fickle, but it is testament to the influence of Steve Jobs and the innovative nature of Apple Inc. In the last seven years, Apple has broken speed records in terms of the traditional product life cycle. Launched in 2004, iPod sales are already in decline. A look around any coffee shop, train carriage or office will confirm that this product has not withered on the vine. Far from it. Instead, it's become so popular, so quickly, sales of new products are decreasing. Last year, 7.3 million iPads were sold in the Christmas period; the same amount that was sold in the previous two quarters.

Early adopters have swiftly been overtaken by mainstream consumers. Add in the success and widescale adoption of the iPhone, and you start to question where it will all end for Apple. Such phenomenal success, with products universally enjoyed by consumers and professionals alike is demanding; requiring constant innovation and investment.

Meanwhile, it has been reported that Facebook secured over £1.8 million in advertising revenue last year, with experts suggesting that this figure accounted for approximately 5% of all online advertising spend last year. Established in the same year as the iPod, incredibly Facebook has been running for just seven years.

So, can these two innovative firms continue to develop and grow at such a pace? Well, we can't imagine life without them. However, what is perhaps more interesting is that behind the universal appeal and adoption of both mega brands, sit two men - Steve Jobs and Mark Zuckerberg. The strength of character and influence of these two CEOs is a key driving force for both organisations, but perhaps also a fundamental ingredient for success. Social Media sites such as Facebook, and thanks to Apple and others, the instant access to these platforms is underpinned by an ethos of openness and integrity. Updates are open to all. Comments remain forever in the Cloud. Viral campaigns can make or break a brand. It therefore stands to reason that two of the most successful brands of the digital generation can be linked back to individuals passionate about their work. It is the ultimate example of a connected virtual world. If we lesser mortals can learn anything for the benefit of our own brands and businesses, it is to perhaps remain irrevocably consistent in our quality of service, product and message, both online and offline. For it appears the ability to get these fundamentals in place is key to creating the ideal environment to support innovation and growth.

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