Digital Marketing Strategies of Apple Inc.

This essay explores the digital marketing strategies of Apple Inc. It covers market segmentation, positioning strategies, and digital marketing tools used by Apple. The strengths and weaknesses of Apple's digital marketing strategy are also discussed, along with recommendations for improvement.

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Contemporary Marketing
Students Name
Institutional Affiliation

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Table of Contents
Executive Summary.........................................................................................................................3
Introduction......................................................................................................................................4
Market segments Apple target and their corresponding positioning strategy.................................4
Digital marketing tools and techniques used by Apple and the aims of each tool/technique..........5
Strengths and three weaknesses of the digital marketing strategy adopted by Apple.....................6
Recommendation for improving Apple’s digital marketing strategy..............................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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Executive Summary
Apple is a global tech company that deals with online services, consumer electronics, and
software. The company has remained successful for many decades majorly due to its marketing
strategies. In this essay, different aspects will be addressed. To begin with, different market
segments Apple targets and their corresponding positioning strategy. Secondly, the digital
marketing techniques and tools applied by Apple and the aims of each technique. Thirdly,
strengths and weaknesses of digital marketing strategy adopted by Apple. Lastly,
recommendations for improving Apple’s marketing strategy.

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Introduction.
Market segmentation is a crucial aspect in organizations since it allows companies to
drive unified and complete solutions that are in agreement with customer outreach, strategies for
supporting and selling to the customers (Dolnicar, Grün, & Leisch, 2018). Different customers
have various needs, and therefore, this calls for understanding their specific needs. Apple
understands this very well since it has embraced innovation in both product development and
also in market segmentation. Apple is aware of the need for market segmentation, and therefore,
the company operates in different market segments. The company aligns its strategy by studying
the current market and then targets specific consumer needs.
Market segments Apple target and their corresponding positioning strategy.
Apple Inc applies two major types of market segmentation. To begin with, we have
demographic segmentation. Apple develops its products based on occupation, lifestyle, and age
of consumers (Cardoso, 2017). Apple targets teenagers, college students, young children, adults
and also business people. For example, teenagers are considered one of the most effective target
group since they majorly use iPads, laptops, iPhones for several reasons including; socializing
with friends on social media, listening to music and playing games. Young people also prefer
high-end qualities such as high graphics resolution, high storage capacity, and stylish designs. In
addition, business people are also intrigued by Apple products since the products have a business
quality.
Apple devices are effective in getting work done efficiently and therefore; students also
use the products to organize their work effectively. Apple also targets the old people with
products such as digital watches to aid in monitoring pulse rate hence being able to make healthy
decisions. Consequently, on the demographic segmentation, Apple employs the product design
and quality positioning strategy in order to ensure more market penetration. Apple has managed
to come up with innovative technology and improved designs over the years, and this has
allowed them to have a strong command in the market (Anshul, 2018). Therefore, customers
have remained loyal to Apple products due to the level of satisfaction they get.
Secondly, we have psychographic segmentation. Apple uses a branding strategy that is
more focused on emotions. Besides, Apple’s brand personality based more on imagination,
innovation, passion, lifestyle, dreams, and power-to-the-people through technology (Nagamia,

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2015). The brand is also focused on connecting simplicity and style since the brand is featured as
a high-end brand and targets the middle and upper social class. Apple uses this strategy to ensure
it remains competitive and on the top of the market in terms of meeting the demands and needs
of customers that desire class and are of a higher lifestyle. Consequently, Apple uses the brand
identity position strategy in order to complement its psychographic segmentation strategy.
Apple’s brand values, tagline, and type of imagery are elements Apple uses to form a specific
position in the minds of customers (Anshul, 2018). This makes Apple stand out as the best and
classy brand globally.
Digital marketing tools and techniques used by Apple and the aims of each tool/technique.
Apple Inc is not a conventional user of traditional marketing since the company relies on
product placement strategies as well as positive reviews to market its products. However, Apple
incorporates various digital marketing tools and techniques from time to time. To begin with,
Apple employs social media marketing to promote its products. For example, in promoting
iPhone 5s, Apple used interactive videos to market the phone through social media (Stone, &
Woodcock, 2014). The response received was great, and reviews from different social media
influencers made the digital marketing strategy to remain a success. Since social media is highly
flooded with people, Apple uses it to its advantage.
Secondly, Apple is an avid user of content marketing since its products are of high
quality. Apple doesn’t view PC’s as a competition since it focusses on a wide range its entire
products. Besides, Apple’s website clearly outlines the elegance of Apple’s products. The
content is easily understandable and more appealing to the audiences. Since Apple has created a
customer experience, over the years, the company enjoys free marketing from their loyal
customers (Stone, & Woodcock, 2014). Apple’s content marketing exposes the “Apple’s
experience” since customers understand what they see is what they actually get. The aim of
content marketing in Apple is to create and stimulate an interest in its products and services
among customers hence being able to drive profitable customer action.
Lastly, we have influencer marketing. Apple has begun partnering with great YouTube
influencers so as to spread the word on their products. Apple’s rationale for working with the
influencers has been making sure the brand is an acquirable brand by everyone who needs it.
Apple is also dependent on influencers who understand how to pitch products for their

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partnerships since Apple is ensured more people are reached with the right information. Apple
has begun using this type of marketing since its much interactive and users can be reached
directly hence ensuring the brand grows exponentially.
Strengths and three weaknesses of the digital marketing strategy adopted by Apple.
By employing the various digital marketing strategies and techniques, Apple experiences
both strengths and weaknesses. Beginning with the strengths, we have the easy and effective
reach to targeted customers. Digital marketing tools are designed to target a wide range of
audiences or customers (Ryan, 2016). It attracts customers who are looking for particular
products, services or brands rather than broadcasting adverts to audiences not interested.
Secondly, we have cost-effectiveness. Other conventional marketing strategies are too expensive,
and for Apple, digital marketing strategies have proved more cost-effective.
However, since Apple does not employ other conventional marketing forms, it saves on
cost by employing digital marketing strategies. Besides, the digital strategies seem to promise
more market penetration hence being an advantage to Apple. Lastly, we have the effective
building of relationships. In Apple, digital marketing strategies promote valuable interaction
between the advisor and end customer (Rasul, 2018). For example, through social media
marketing, Apple has been able to interact with targeted customers in real time hence getting
feedback on its products (Peñaloza, 2018). Therefore, a higher level of trust is built which later
generates customer loyalty that benefits both clientele and business.
On the other hand, the weaknesses of the digital marketing strategies employed by Apple
include; One, negative reputation from digital marketing. Digital marketing tools are prone to
receiving negative feedback. Therefore, in case Apple has a defect in its products, any erroneous/
adverse claims can ruin the online viability of Apple products for a long time. Secondly, internet
marketing campaigns are easily copied. Since Apple is a huge company and its style of
marketing is unique, its digital marketing strategies can be copied at any time hence bringing
about legal ramifications.
In addition, trademarks or logos can be used to defraud customers of other fake brands
that are not genuine Apple products. This can lead to loss of valuable customers as well as
ruining of online reputation. Lastly, we have high competition. Internet marketing is under great

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challenge due to competition from different brands (Williams, & Williams, 2017). For example,
Apple’s rivals including Samsung, Huawei, Dell technologies and Lenovo group still make use
of creative digital marketing strategies that seem to appeal to consumers too. Therefore, Apple’s
marketing strategies may become ineffective to lack of optimum visibility.
Recommendation for improving Apple’s digital marketing strategy.
I believe Apple can employ a better strategy in order to improve on their marketing
strategy. Therefore, Apple can embrace the following recommendations. To begin with, Apple
should continue tweaking its digital marketing strategies as well as constantly measuring the
results of each digital advert. This will ensure Apple is ahead of its game when it comes to
dominating the digital marketing space. In addition, Apple will understand when to make
adjustments and when not to hence ensuring it captures the customer's attention and interest to
buy (Peñaloza, 2018). Secondly, since Apple is more focused on content marketing, the company
should ensure that the content also relates to different sets of people including older people. By
adopting such strategies, Apple will remain relevant and consistent hence making it worth for
those whose consume the content. Besides, for the content marketing to work effectively, Apple
will have to consider different factors including marketing automation, mobile content and native
advertising.
Thirdly, Apple should consider unique promotion strategies that allow massive publicity
for the company. The company should engage the audience by conducting various interactive
contests hence being able to entice fans on social media to interact with the brand. Fourthly,
Apple needs to integrate new options and technologies due to changing consumer trends. Since
new companies are coming up with new and attractive products, Apple may face a lot of
competition in terms of marketing its products. Apple has enjoyed free marketing from
consumers due to its viability. However, it will need to incorporate new technologies to ensure
the competitiveness of its digital marketing strategies. New technologies will boost the
effectiveness of the digital marketing programs (Khorev, 2018). This will promote credibility,
transparency, and value. Lastly, Apple should have contingency plans to combat unexpected
events in terms of failure in digital marketing.

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Conclusion.
Apple has dominated the tech industry with its products majorly because of factors such as
product development, digital marketing strategies and reviews from consumers. However, due to
the changing market needs, Apple will have to revamp its digital marketing strategies due to
competition from other upcoming brands. Digital marketing is the way to go due to the
advancement in technology and therefore, Apple will have to be more competitive in how they
carry out their marketing and develop their products.

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References
Anshul. (2018). Positioning of Apple | Apple Segmentation, Targeting and Positioning.
Retrieved from http://heartofcodes.com/positioning-of-apple/
Cardoso, E. A. R. P. (2017). Examining the differences of the internationalization strategies of
two of the major brands in the smartphone industry-Apple Inc. versus Samsung
electronics (Doctoral dissertation).
Dolnicar, S., Grün, B., & Leisch, F. (2018). Market Segmentation Analysis. In Market
Segmentation Analysis (pp. 11-22). Springer, Singapore.
Khorev, M. (2018). 12 Effective Digital Marketing Tactics and Strategies in 2018 and Beyond.
Retrieved from https://mikekhorev.com/12-effective-digital-marketing-tactics-strategies-
2018-beyond
Nagamia, N. K. A. (2015). Apple Inc-A Marketing Analysis Case Study. MacEwan University
Student eJournal, 2(1).
Peñaloza, L. (2018). Apple: from subculture to cultural dominance. The Business &
Management
Collection.
Rasul, T. (2018). RELATIONSHIP MARKETING'S IMPORTANCE IN MODERN
CORPORATE CULTURE. The Journal of Developing Areas, 52(1), 261-268.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Stone, M. D., & Woodcock, N. D. (2014). Interactive, direct and digital marketing: A future that
depends on better use of business intelligence. Journal of Research in Interactive
Marketing, 8(1), 4-17.
Williams, R. L., & Williams, H. A. (2017). The Marketing Differentiation Process. In Vintage

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Marketing Differentiation (pp. 5-18). Palgrave Macmillan, New York.