Is attentive customer service the hottest new marketing strategy? 

In the first of a regular series of Ad Age columns, Nielsen Online Executive Vice President Pete Blackshaw examines how Apple uses in-store “concierges” to both greet and direct shoppers—thus blurring the line between marketing and service. 

“Whether explicitly acknowledged or not, there’s an unmistakable ‘service is marketing’ mantra pervading every aspect of the Apple Store,” Blackshaw writes.  “That’s something every brand, even those not as shiny as Apple’s, can learn from. The opportunity to solve problems, find solutions and even address ‘the darn thing doesn’t work’ emotional pain-points all lead to a higher impact-marketing and sales proposition.”