Discuss about the Digital Marketing approaches that have been adopted by Apple.Inc.
The rising globalization all over the world has demanded every organization to utilize its strategies in the brand identification and its recognition amongst the masses. Different companies adopt different strategies to make the brand easily accessible to the consumers (Wilson, Richard and Colin Gilligan).
This report deals with the understanding of the digital marketing strategies and process that has been adopted by Apple. Inc to reach its customers as well as analyze how the company acts to make itself more recognized to the consumers, globally.
The purpose of this report is to understand and analyze the digital marketing approaches that have been adopted by Apple.Inc.
Apple has a preexisting reputation as one of the most prestigious brands in the consumer electronic industry. The company owns a huge customer base that are devoted to the same and the brand. Apple is certainly one of the brands with a strategic model of marketing that includes the digitalized platform as one of the key foundations for the propagation of the brand (Hollensen). Found by Steve Wozniak and Steve Jobs, this company is one of the high soaring company in the electronics industry and all credits goes to the effective management and the marketing strategies that has been adopted by the company.
Apple and Digitalized marketing
Apple is significantly one of the most valuable companies that is currently streamlining its global marketing efforts and management (Chernev). The technology giant has reconstructed its existing relationships with its own advertising agency, TBWA Media arts lab to focus in the more creative and digital marketing campaigns and fewer efforts on the translation or the localization of the big brand campaigns for the globalized markets (Ryan).
Figure 2: The chart showing the number of social media and its followers
The advertising agency is primarily focusing on the introduction of a new operating model to keep up with the progress and pace based on the way the consumers accept and perceive about the media and its contents. This has been one of the strategic methods to reduce the increasing cost in the digitalized marketing and advertising. Apple has focused more in the reduction of the digitalized marketing costs to spend more of the capital on the expansion of the creative works that are targeted to the regional audiences than broadening of the spectrum in translating campaign for consumers all over the world. Even though the company has made its cuts in the traditional creative departments, however it started expanding of the other departments on the more prominent and impacting social media platforms like Facebook and Instagram rather than choosing television as one of the prime source of advertising and digital marketing (Chaffey et al.).
Figure 1. Apple iphone 6 with the digital platforms
(Source: Chaffey et al)
Considering the fact that other companies have done much more in their spectrum of digital marketing for their products, Apple has taken much less efforts considering the impacts of the mass media, culture and technological attributes. However, Apple has taken its operations, from the ads to the marketing in a new height, so it is considerably fascinating to see how Apple has made a significant approach towards the digital marketing.
Apple has undertaken its decisions of adopting the digital platform as one of the significant marketing tools to reach to its customers. Hence, apple’s recent action is a noteworthy shift in the direction of on demand marketing, which primly focuses on the active response to the customers and the potential customers. The understanding and the shifting of the marketing concepts, from always on to always relevant and from marketing at customers to marketing as a service, has been thought to be more effective in terms of the digital marketing relativity (Miller).
With the help of this report, it can be concluded that Apple has made certain initiatives in order to achieve its competence with respect to the digitalized marketing strategy of the other companies. Apple has chosen to focus on the marketing strategy by using the social media as the platform of digital marketing and advertising of its products. This is effective since Apple has decided to cut off the excess cost of the traditional marketing and advertising methods as well as effectively use the surplus revenue in finance the development of the products and targeting a specific group for faster sales of the products. Apple has also instructed own advertising agency to focus less on the translation of the marketing and advertising strategies to target every segment all over the globe, instead the marketing strategy to focus only on one specific target can be considerably effective for the better marketing of the products, in its line.
"Apple Ads | Digital Marketing & Social Media Campaigns." Digital Agency Network, 2017, https://digitalagencynetwork.com/brands/apple/
"Apple Could Be Moving Its Entire Ad Strategy Out Of The Mad Men Era And Into The Modern Day." Business Insider, 2017, https://www.businessinsider.in/Apple-Could-Be-Moving-Its-Entire-Ad-Strategy-Out-Of-The-Mad-Men-Era-And-Into-The-Modern-Day/articleshow/33622482.cms
Chaffey, Dave, Paul Russell Smith, and Paul Russell Smith. eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge, 2013.
Chernev, Alexander. Strategic marketing management. Cerebellum Press, 2014.
Coffee, Patrick, and Patrick Coffee. "Apple Shifts Global Marketing Strategy, Restructures Its Relationship With TBWAMedia Arts Lab." Adweek.Com, 2017, https://www.adweek.com/brand-marketing/apple-shifts-its-marketing-strategy-to-focus-on-digital-and-regional-campaigns/#/
Hollensen, Svend. Marketing management: A relationship approach. Pearson Education, 2015.
Miller, Michael. B2B digital marketing: Using the web to market directly to businesses. Que Publishing, 2012.
Ryan, Damian. Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers, 2016.
Wilson, Richard MS, and Colin Gilligan. Strategic marketing management. Routledge, 2012.