Digital Marketing in Apple: Boon or Bane?

The provided questionnaire is part of an assignment that examines the relationship between digital marketing and Apple. It includes questions about the benefits and drawbacks of digital marketing for Apple, such as its impact on competitiveness, customer loyalty, and data security. The assignment also touches upon the role of digital marketing in education, exploring how it can enhance learning experiences and prepare students for their future careers.

DISSERTATION
(Digital Marketing - Is it a
Boon or a Bane)

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background.......................................................................................................................1
1.2 Company overview...........................................................................................................1
1.3 Rationale of the study.......................................................................................................2
1.4 Research aim, objectives and questions...........................................................................3
1.5 Analysis and frameworks.................................................................................................3
1.6 Significance of the study..................................................................................................4
1.7 Structure of the dissertation..............................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 Introduction......................................................................................................................7
2.2 Literature review..............................................................................................................7
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................13
3.1 Introduction....................................................................................................................13
3.2 Research philosophy.......................................................................................................13
3.3 Research design..............................................................................................................13
3.4 Research approach..........................................................................................................14
3.5 Research strategy............................................................................................................14
3.6 Data collection................................................................................................................15
3.7 Sampling.........................................................................................................................16
3.8 Data analysis...................................................................................................................16
3.9 Ethical considerations.....................................................................................................16
3.10 Validity and reliability..................................................................................................17
CHAPTER 4: DATA ANALYSIS................................................................................................18
4.1 Introduction ...................................................................................................................18
4.2 Thematic analysis...........................................................................................................18
4.3 Discussion and findings..................................................................................................22
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................34
5.1 Conclusion......................................................................................................................34
5.2 Recommendation............................................................................................................35
REFERENCES..............................................................................................................................37
APPENDIX....................................................................................................................................41

CHAPTER 1: INTRODUCTION
1.1 Background
Digital marketing is the most important element of business success. In this regard, the
latest trends assist to grow all types of enterprises in 21st century. Vision to consider digital
marketing increases awareness and contributes in the successful outcomes. Business growth and
branding help to generate more revenue towards enterprise to focus and maintain the enterprise
results. However, digital merchandising is totally different from traditional marketing so that it is
important to implement and make business growth and profitability. In this regard, electronic
media is used such as internet, email, smart phone, etc. (Ryan, 2014). This platform is
completely positioned to make sure that consumer will be target with different tools. For
example, combined audience intelligence, directed delivery and configuration technology. With
the help of digital marketing every enterprise make development with advance results. There are
so many tools and techniques that help to go digital. For instance: Facebook is a preferred option
that helps smartphone industry to grow their operations and functions. To attract and retain more
customers is the primary goal of every business that makes plan to focus on digital marketing
(Digital Marketing: A boon or Bane? 2017).
Advertisement and marketing industry considers rapid changes over 15 years.
Development of internet era led with divergence of maximum consumer attention. With the help
of digital media forms, significant results would be attained successfully that enable with
smartphone, online advertisement campaign, etc. (Cantrell, Ganz and Vallone, 2017). Nowadays,
importance of smartphone is growing very fast so that its use considers around 64% from 35%. It
creates important role for marketers in term of usage that develop significant results. Smartphone
are not only receiving but also transmitters of information with specific marketing campaigns.
Usage of smartphone continuously grow and understand with using different campaign. There
are various elements of digital marketing that help to define different promotional activities and
deployed to reach towards all customers. For instance: SEO, SMM, PPC, Email, etc. With the
help of these tools, effectiveness increases.
1.2 Company overview
Apple is a British Multinational enterprise in the UK which is headquartered in London.
It is a private limited company. It was found in the year 1981 that designed products with the
1

most powerful consideration. For the business, quality and standard are the most important
elements that help to design work as much as ways people live. Nowadays, it helps employees to
work with simple and productive performances (Buganza, Dell'Era and Verganti, 2015). It assists
to solve issues and problems through collaborating with shared purpose. All designed work
consider together is also in beautiful manner so that when people access to iPhone, iPad and Mac
they can do their work in the best manner. Technology is designed to create innovative results in
products which give better business decisions (Nam, Nam and Kim, 2015). With the help of
more intuitive and secure products, more than a hundred apps are introduced by Apple.
With the help of digital marketing, Apple UK considers iOS to improve their customer’s
services. Apple UK works with different experts in all over the world with several partners so
that it would be beneficial to lead with different companies in enterprise services. Mobile
strategy consulting, app development, support and back end system also integrated with
corporate network services (Buchanan, Kelly and Kariippanon, 2018). Entire experience is
simpler so that it assists to carry friendly relations among members.
1.3 Rationale of the study
Spending on digital marketing helps to ascertain significant advantages with online
business development. As a result, it will help to reduce expenses and increasing additional
profitability in different areas of the world (Critchlow, Moodie and Hastings, 2016). There are
most popular options available in front of Apple UK to implement digital marketing such as
Facebook pages, Google plus, Pinterest, LinkedIn, etc. With respect to implement digital
marketing, there are different options implemented to compete with other enterprises. Solution
also available to face challenges that are related with digital marketing.
With the help of present research and study, it can be said that digital marketing helps to
target maximum number of audience and increase market share as well (Muzellec and
O'Raghallaigh, 2018). Existing and start-up competitors also gain more fruitful results from this
concept implementation. Powerful online value proposition also helps to target and encourage
existing as well as new customers to engage with loyalty. Social, email marketing and blog also
help to create well enough information to address the weak points in research. Wasting money
and time through duplication also reduced successfully (Utilizing its Unique Limitations- the
Smartphone as a Digital Springboard, 2018).
2

1.4 Research aim, objectives and questions
Aim: To identify whether use of digital tools for the purpose of marketing is a boon or bane for
smartphone industry of UK - A study on Apple UK
Objectives:
 To understand the concept and purpose of digital tools for smartphone industry
 To identify that whether digital marketing is boon or bane for Apple UK
 To interrelate digital tool’s implementation with marketing activities of Apple UK To recommend the ways through digital marketing assists Apple UK to increase their
profit and revenue
Research questions:
 What do you understand by the concept of digital tools for smartphone industry?
 What are the purpose of marketing being boon or bane for Apple UK?
 How to interrelate digital tools implementation with marketing activities of Apple UK.?
 What are recommendation you provide through digital marketing implemented in Apple
UK to increase their profits and revenue?
1.5 Analysis and frameworks
In order to undertake the present study, researcher needs to collect appropriate data and
information from different sources that help to find relevant results. This research report is based
on authentic sources so that information which is collected by researcher is appropriate.
Furthermore, present study is based on qualitative approach to analyse and interpret data from
different sources. Along with this, information and data gathered that applicable for primary and
secondary techniques (Charan and Dahiya, 2015). Questionnaire has been prepared to design
survey and secondary information that is gathered from all published resources. Apple UK is
also able to find relevant information from different journals, books, articles, magazines, etc.
Hence, it assists to investigate the effect of different systems to assess importance of digital
marketing. Along with this, it is also useful to find that digital marketing is boon or bane.
Along with this, it determines relevant work from different sources that helps to
understand new system in market which also assists to analyse study. There is one another
approach qualitative which would be considered as framework to understand different outcomes
in an effective way (Lobstein, Landon and Jernigan, 2017). Hence, researcher is able investigate
the effects of digital marketing on smartphone industry. Although, in the present research, this
3

method has not been used because with quantitative information, researcher is able to get
appropriate information.
1.6 Significance of the study
Nowadays, world is moving from digital marketing so that it will create a direct impact
on different areas of life. It includes work and businesses that promote desired results to maintain
significant growth at workplace. Increasing use of smartphone and computer tablets make the
work easier and get more prominence (Torous and Roberts, 2017). It is also helpful in becoming
the factor of growth and sustenance of enterprise. Executives also help to make proper use of
digital marketing that increases internal communication with staff members and maintain
corporate training. Following is the certain significance of research study for digital marketing: Business relations: Smartphone and social media assists enterprises to connect customers
in an effective way. It assists to establish credibility towards particular brand with image
that is portrayed (Doorey, Wilcox and Eastin, 2017). It contributes part towards sales and
revenue increment in a successful manner. Furthermore, digital marketing also helps to
distribute information across the members to make success in business. Digital marketing: Digital marketing is also an important element that helps to create the
latest trend. However, enterprises are unable to accept the latest trends with new
customer segments and increase business opportunities (Nyheim, Xu and Mattila, 2015).
Hence, organisation creates planning with effective digital marketing strategy that
promotes products and the services. Time effective and cost effective: To consider digital marketing at workplace of
smartphone industry, there is less time and cost will be occurring so that it increases
larger amount of audience at a particular time. Connection and communication help to go
with digital medium that is less expensive and more effective (Cecere, Corrocher and
Battaglia, 2015).
 Brand image: Another significance of digital marketing is more effective and maintain
brand image as well. It assists to improve the image and establish credibility at
workplace. Customers of Apple UK, relay on particular brand so that it helps to make
positive brand image and contribute part for increasing sales and revenue (Charan and
Dahiya, 2015).
4

1.7 Structure of the dissertation
With respect to consider present dissertation, there are different chapters considered that
are based on certain information and outcomes. It includes certain attributes to conduct research
so that research will be carried out in a significant manner (Dunlop, Freeman and Jones, 2016).
Following structure has been followed in the present digital marketing implementation: Chapter 1 Introduction: In this chapter, general information regarding topic and
dissertation presented. It helps to meet with overview and purpose of present research. It
helps to identify digital marketing either boon or bane. Therefore, in this section, aims,
objectives and research questions has been prepared that helps to identify information
regarding present topic. Furthermore, background, rationale and company information
also discussed that assists to carried proper research analysis (Torous and Roberts, 2017). Chapter 2 Literature review: In the present section, researcher needs to focus on previous
research reviews that are undertaken on selected topic. As per the aim and objectives,
different author’s views have been identified that are related with present research. In
order to carry effective research, digital marketing activities which impact on smartphone
industry are also identified to focus on reviews of published sources (Kotler, Kartajaya
and Setiawan, 2016). Chapter 3 Research methodology: In this chapter, researcher needs to assess different
tools and techniques that help to conduct present program. There are two types of data
consider such as primary and secondary. These information helps to investigate the
impact of digital marketing on smartphone industry. These tools and techniques help to
assess the business performance with designing quantitative information. Questionnaire
has been designed to conduct survey for particular research topic (Charan and Dahiya,
2015). Along with this, sample size has been taken is around 50 employees of Apple UK. Chapter 4 Data analysis: It is another chapter in which data gather and identify their
relevancy towards present research. It helps to focus on different resources that
analysishas been undertaken to carrying present research in effective manner (Nyheim,
Xu and Mattila, 2015). Chapter 5 Discussion and findings: It is the fifth chapter in which researcher consider
discussion and findings from data analysis. It would be beneficial to ascertain significant
5

advantages in whole research program. With the consideration of effectiveness, it can be
stated that discussion helps to provide proper findings in whole program.
 Chapter 4 Conclusion and recommendation: It is last chapter in which researcher need
to make conclusion and recommendations on the basis of discussion and findings. On the
basis of different themes, literature review, etc. research conclusion and recommendation
has been made Along with this, suggestions are also made towards digital marketing that
helps to understand importance of smartphone industry (Nyheim, Xu and Mattila, 2015).
6

CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
It is the second chapter in which already published research has been undertaken with the
best knowledge and improvement. Effective relationship also helps to encourage different
customers in Apple UK. Different activities assist researcher to understand the importance of
digital marketing in business. Along with this, different author’s views have been identified that
help to understand that whether digital marketing is boon or bane (What “The Future of
Smartphones” Means for Digital Marketers, 2017).
2.2 Literature review
Concept and purpose of digital marketing for smartphone industry
As per the viewpoints of Bianchi and Andrews, (2015), digital marketing is an important
element in which manager considers several elements to make creative work performance. For
instance: developing, implementing and managing marketing campaigns that help to promote the
products and services. They play their roles majorly in smartphone industry to increase brand
awareness in digital space. It also assists to drive website to acquire proper leads and customers.
The latest digital marketing trends show that innovations also develop continuously which
particular discovered for business owners and marketers. On the other hand, Russell-Bennett,
Drennan and Burns, (2017) stated that digital marketing channels also includes different types of
activities that helps to reach towards potential customers and depends on level of integration and
tactics. Across the digital marketing strategy, it would be beneficial to create plan and
frameworks maps for reaching at all potential touch points. In order to understand the importance
of digital marketing, it can be stated that future activities must be developed to attract maximum
number of audience interaction with the help of email and website.
According to the point of Dzhandzhugazova, Kosheleva and Bondarenko, (2016), digital
devices also assist to improve the brand performance with implementation of different tools and
techniques. Digital platforms also help to create interaction on the present device that browse
plans and apps from major platform. Facebook, Google, Twitter, etc. help to increase customer
attraction. However, Taylor, Reilly and Wren, (2018) argued that digital media considers
communication channels for engaging and reaching towards targeted audience. It includes
different websites that help to include advertisement, email, messaging, search engine and social
7

network. It assists to maintain more creative work performance through undertaking several
advantages. As per the consideration of different types of networks, it can be stated that
maximum number of audience attracted with profiles and their interaction with smartphone
industry. For products and services of Apple UK, it can be stated that promotional activities
continuously develop in the chosen enterprise.
According to the point of Charan and Dahiya, (2015), it can be stated that digital
marketing for smartphone industry develops systematic work performance to attain overall goals
and objectives. It helps to consider display advertisement with any digital medium. Different
methods of digital selling assist to implement content marketing, influencer merchandising,
content automation, data driven commercialism, etc. Different games must also be developing
for gaining advance results in business environment. With the help of digital marketing
background, different activities incorporate to increase business results as per customer’s
feedback. Messages also communicate with different channels that are known as digital
marketing. However, Bianchi and Andrews, (2015) argued that digital marketing possesses
special challenges that keep to work and used to capture receiver’s attention. It assists to compete
with different advertisements that exploit information in new marketing efforts. New approaches
also using for collecting effective data that highlights to understand about consumer behaviour.
For example: it analyses new forms of consumer behaviour such as Facebook, Twitter, etc.
Either digital marketing is boon or bane for Apple UK
As per the viewpoints of Nissen, (2018), use of internet is continuously growing day by
day so that it would be beneficial to consider digital media and technology. It assists to support
modern marketing that gives rise with different range of labels and jargons that are made by
academics and professionals. Digital marketing is most frequently used to focus and maintain
significant advantages. It is the generic term that is considered with several techniques, tools and
technology that are deployed to reach at customers for marketing of products and services. There
are more number of businesses that perform their functions in digital sector to analyse and create
more benefits as well. However, Dodson, (2016) stated that digital marketing is boon because it
helps to make communication easier among consumers and organisation.
With the help of effective platform, innovations and creativity are developed for several
products and services. It is exposed in brand for particular products that advertise directly at the
same time to make more challenging tasks. It is also stood in all over the world that saturated
8

with virtual data. According to the views of Dhote, Jog and Shrivastava, (2015), it can be stated
that key aspect of digital marketing helps to enterprise and make effective work performances.
All these activities must be cost effective so that it can be stated that time is money or it helps to
save manager or business time. Internet also continue evolve with new technology so that it
emerges with new products and services and its quality that provided by Apple company. There
are so many advantages and disadvantages that could be seen with the implementation of digital
marketing.
According to the point of Russell-Bennett, Drennan and Burns, (2017), digital marketing
is known as electronic media which develops through email, internet, television, smart phone,
tables, etc. It is an activity that is completely different from traditional marketing. It is not known
by all people easily because skills and education level required to target and combined with
different tools such as audience intelligence, directed delivery and configuration technology.
Rapid evolution with digital marketing assists for advertisement and marketing. However,
finance and money are most important elements in any business so that digital marketing helps to
save money with development.
However, Dzhandzhugazova, Kosheleva and Bondarenko, (2016) stated that many types
of social media platforms and tools are available free of cost to promote the products and
services. It is the cost effective so that goods will be advertised so that promotional activities will
be cost effective. Time is known as money so that it is required for people to save it and do not
waste. More involvement and precision implement with spending so much time. When it is not
done properly, time and money; both are useless and wasted. Most of the platforms of
advertisement increases positive results that are present in marketing activities such as SMS,
social media, e-mails, Blogs, Apps, online portals, etc.
On the basis of views of Bianchi and Andrews, (2015), it can be interpreted that brand
image is likely to reduce more risk for instance group of individuals from any place in the world.
Every business considers different activities to increases brand image and meet with desired
results. Internet continues to evolve digital marketing. Define products and services also
marketed for future development in systematic manner. There are so many advantages to
implement digital marketing so that it is beneficial to look for develop more creative results and
revenue.
Relationship between digital tool’s implementation with marketing activities of Apple UK
9

According to the point of Toyama, (2015), Apple considers the largest brand in UK. In
order to generate revenue, chosen company consist brand ranking for their products and services.
With the help of revolution, it can be stated that chosen business has many elements such as
Ipod, Iphone, Ipad, Itunes, etc. With the help of PPC advertisement, it can be stated that Google
or Facebook helps to increase sales revenue. Apple relies that different strategies of product’s
placement and buzz created a positive work performance within media. Marketing of Apple
depends on smart way which is created for customer attraction.
On the other hand, Dennett and Johnson, (2018) stated that marketing mix of Apple
include insight about effectively addressing market conditions with competitive landscape. This
is because; appropriate products, distribution, pricing and promotion helps to continue the work
with various channels. Globally, it is expanded with growing product mix that assists to admire
companies in whole world. Furthermore, the Apple support digital marketing to achieve success.
There are different kinds of products such as Mac, iPad, iPod, iPhone, software, etc. They show
current diversification in the marketing mix that helps to make proper product development
activities.
As per the views of Liberman, (2018), growth strategy of company continuously
develops with new products that are under development. Collaboration with the firms show that
marketing mix is extensive in terms of product variety to address needs in different areas of their
lives. Apple’s marketing incudes holistic approach towards distribution which creates several
advantages to reach at the market. Apple is an authorised seller that ensures control over
components of marketing mix. Different places for distribution is Apple stores, online Apple
store, telecom companies and fulfilment services.
Besides this, Leonhard and von Kospoth, (2017) argued that chosen company uses
different websites such as Amazon, eBay, etc. Third party also sells products of Apple online so
that it creates marketing mix which is comprehensive to exploit several products with using
online channel. With the help of promotional activities, company emphasises on premium image
and quality towards business products. Marketing communication supports enterprise to gain
position and reach towards more customers. In the selected enterprise, marketing mix
components consider advertisement, personal selling, sales promotion and public relations.
From the above description, Pavlik, (2017) explored their ideas and views that digital
marketing is boon. It is designed with ways for employees those work to develop effective
10

results. Powerful hardware and versatile platform creates unique environment to build custom
apps in the business. It is an effective way that helps to achieve the main aim such as brand
awareness, communication, etc. Communication is one of the successful advantages which
builds relationship among customers and enterprise with using digital tools.
Recommendations through digital marketing assists Apple UK to increase their profit and
revenue
According to the views of Whelan, (2017), digital marketing is one of the important
consideration to make successful results. Apple must conduct marketing research to assess an
appropriate digital platform. This is because; it is one of the important elements that help to
know about customer’s demands and requirements. Valuable plan develops to know about
updated information in digital marketing. Course of action in digital marketing assists to work in
a creative manner. Furthermore, it can be stated that systematic work performances also develop
quickly and with effectively results. Besides this, Ordanini and Nunes, (2016) generated their
views that implementation of digital marketing requires more time and mone. As results, Apple
must invest to accomplish effective work performances. It made for holiday seasons and reach
towards target groups. With the help of multiple channels, Apple can include email marketing,
search engine merchandising, mobile selling, etc. It helps to develop several advantages at
workplace and deals in creativity. Therefore, actions of digital marketing help to develop the
systematic work performance.
On the basis of Beckmann, (2014), it can be interpreted that there are several advantages
of using digital channels. It assists to select the most important and fulfil marketing goals as well.
Strategies consider with several advantages regarding different channels. Therefore, it helps to
fulfil the aim and objectives in a desired manner. Email marketing is also changed with effective
consideration to reach towards target market. Long email must be avoiding so that relevant
information could be gain successfully. Besides this, Toyama, (2015) argued that Apple should
involve search marketing which determines keywords and themes which increase visibility and
online activities. SEO is closely related with marketing team so that it helps to make sure that
effective and attractive way ascertained to develop site. Recent trends help to grow performance
and development in marketing that makes innovative results at workplace. Meet with sales and
marketing team is regularly make efforts and consider changes accordingly.
11

With the consideration of Dzhandzhugazova, Kosheleva and Bondarenko, (2016), it can
be stated that Apple produces more selling and arrangement of product’s strategy. It leads with
cultural analysis that helps to produce friendly and highly intuitive which could be compared to
competitors easily. Features and design consideration are important to remember products that
are not original. Innovative and unique productivity helps to increase consumer experience so
that chosen business use advance tools and techniques. Furthermore, Apple also employ with
retroactive and proactive approach regarding product which is most important element to
improve positive and remove negative things.
On the other hand, Charan and Dahiya, (2015) explored their views that product portfolio
of Apple creates uniform and unique usability regarding consumer experience. This is because,
uniformity assists to develop more significant advantages at workplace and deal with innovation.
Furthermore, more promotion with social media activities must be included that helps to meet
with innovative results and outcomes in the business. As a result, it is important to look for
creativity and innovative activities.
12

CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction
Success of every research based on appropriate research methodology technique. This is
because; it assists to prepare proper thesis which is known as methods. It also describes broad
philosophical underpinning for chosen research methods. In the present dissertation, digital
marketing is boon or bane using qualitative either quantitative methods or mix of both. It
depends on the researcher’s knowledge and understanding towards whole program (Highfield
and Leaver, 2015).
3.2 Research philosophy
Research philosophy considers an important role in methodology. It is the first element
which considers relation with development of knowledge and nature as well. Knowledge
development in research is considered as a new theory to find proper and relevant results. It
helps to focus on proper logistic views which integrate in depth information for issue and
problem (Vazifehdoost, Rahnama and Mousavian, 2014). Positive results are also obtained with
using interpretivism and positivism philosophies. With the help of interpretivism theory,
subjective part implemented that assists to include theory and model. It is helpful element that
consist different kinds of information regarding specific topic. Beside this, positivism philosophy
helps to conduct study with obtain and achieve best results. There are various facts included in
this philosophy to ascertained research in creative manner (Getz and Page, 2016). In respect to
select philosophy for present study, researcher use interpretivism research philosophy that helps
to focus on logistic results and outcomes in significant manner.
3.3 Research design
It is one of the important considerations to conduct present research. There are different
types of research designs included that cover the best outcomes and results. It helps to make sure
that tools and techniques help to obtain innovative results. Research issues are solved with using
blue print in whole research. With the help of collected data, successful results will be gained in
research (Risius, Akolk and Beck, 2015). Researcher has several alternatives in terms of research
design such as experimental, exploratory, descriptive, etc. All these research designs consist of
important role in the whole program. In terms of using exploratory design, it can be stated that
different questions have been explored that are related with program. Descriptive research design
13

assists to find in-depth information with theoretical frameworks. It helps to evaluate the theories
and focus on performance as well. Experimental research frame to carry research and formulate
aims and objectives with effective relation. In order to use appropriate research design, equal
situation could be made with right and best aspect. It assists to execute study to attain successful
results (Yanow and Schwartz-Shea, 2015).
In the present study, descriptive research design has been useful that helps to gain
relevant and significant outcomes. It develops opportunities to prepare questionnaire as well.
Different respondents have been taken for this analysis so that customers will be satisfied
successfully. For digital marketing, it is easily identified that it should be bane or boon (Marion,
Meyer and Barczak, 2015).
3.4 Research approach
Research approach is also a crucial element of whole program that assists to find more
effective results at workplace. In this way, approach selected to create effectiveness and
increasing results to conduct research study in general aspect. It is successful way for developing
appropriate process and technique. It assists to find relevant data and improve research results as
well. It is the best method that helps to include models and theories (Droll, Khan and Tanev,
2017). It increases targets and goals with using two aspects such as inductive and deductive.
With the help of inductive approach, it can be stated that theories and models developed with
available data and information that attain desired results at workplace. It creates proper support
with hypothesis testing and formulate scholar. It also increases opportunities to consider changes
in an appropriate direction to accomplish the results. Main aim to implement approach is to make
meaningful outcomes that helps to attain significant work performance. Deductive approach
includes theories and models which are related with research topic. It helps to carry out
interconnection with different elements for hypothesis (Bæck, 2016).
In the present research, inductive approach has been used that carries successful study
among target audience. It is one of the best ways to conduct innovative work performance to
identify whether digital marketing is boon or bane. It also helps to create interrelation with
business to perform significant work performances (Mahapatra and Bharti, 2017).
3.5 Research strategy
Research strategy consist important part to make desired results. In this way, present
study based on certain suitable techniques. In the present research, it is important to focus on
14

digital marketing implementation that develops systematic work performances. There are two
kinds of research strategies such as qualitative and quantitative (Miski, 2014). On the basis of
qualitative research strategy, there are certain elements included to accomplish aim and
objectives. Furthermore, different respondents perform their part in functions and operations to
collect more relevant information. Quantitative strategy also includes statistical and
mathematical tools that provide responses from several respondents. This framework carries
detailed information for digital marketing bane or boon (Risius, Akolk and Beck, 2015).
In the present dissertation, researcher used qualitative strategy which consists of theories
and models to attain successful results. There are different perspectives that help to identify
outcomes towards particular topic in a systematic way. Digital marketing which is boon creates
positive results. Theory and model also carry positive results to assess its impact on development
of ideas and opinion.
3.6 Data collection
With the help of data collection, research methodology obtains relevant information to
attain more systematic work performance. It helps to attain more effective work performance;
data collected from two different methods such as primary and secondary methods. Primary
sources help to find fresh and relevant information to attain successful desired results.
Furthermore, it is collected for the first time so that operations and functions develop with using
creative result. However, it increases time and money to gather desired results. Functions and
operations need to develop positive work performances with using appropriate methods that
conducted with primary data. In the present research, survey has been conducted with using
questionnaire. Along with this, secondary information implemented with using journals,
magazines, articles, books, etc. All these elements help to find more relevant information
towards whole research (Risius, Akolk and Beck, 2015).
In the present research, primary and secondary data collected that help to find more
effective outcomes. Digital marketing should be bane or boon, it is understood with primary and
secondary both types of data. It is useful circumstance to focus and maintain relevant outcomes.
All these tools are useful for research that make creative outcomes and understanding.
Performances and results will be performing on the basis of systematic presentation of data. With
the help of literature review, it is undertaken towards selected respondents that is also undertaken
in systematic manner.
15

3.7 Sampling
It is one of the important considerations that help to conduct appropriate research with
selected population. In the whole research program, it can be stated that population must be
selected to carry research with effective results and performances. It creates opportunities for
researcher that is related with primary and secondary data. It obtains more relevant information
from sample so that questionnaire must be designed accordingly. In order to conduct research, it
can be stated that there are two types of methods to select the sample size. For instance:
probabilistic and non-probabilistic. In the present research, researcher using simple random
sampling method so that it consists equal opportunity for all respondents. On the basis of their
views, outcomes will be generated successfully. There are 50 respondents that have been
selected who are the employees of Apple. In this way, digital marketing should be bane or boon
is easily identified. It also creates positive relationship between different customers so that it
would be beneficial to attain systematic work performances in research (Nunamaker, Twyman
and Briggs, 2017). In the UK, operations developed to attain successful program at workplace of
research.
3.8 Data analysis
Data analysis is also an important element that assists to find useful results at workplace.
In order to conduct research, there are several suitable techniques exist that can be developed to
focus on maintaining significant outcomes. Crucial information is also collected at workplace
that helps to find and carry out desired work performance (Vazifehdoost, Rahnama and
Mousavian, 2014). On the basis of different themes, thematic analysis has been conducted to
gather more relevant information at workplace. Graphical representation of different themes
regarding digital marketing included that helps to find positive and negative perspective. It
includes tables, diagram, pie charts, etc. which consider proper presentation at workplace of
research. In order to gather relevant information, frequency has been show successfully to assess
information gathering on different people. Apart from this, positive results also generated with
using relevant information towards digital marketing implementation. There are 100 respondents
has been selected on the basis of relevant work performance capture in whole program.
3.9 Ethical considerations
In terms of scholar, it can be stated that ethical consideration also plays an important role
in the whole research. In this regard, main aim of researcher is to follow all rules and regulations
16

to conduct present study. Along with this, it also ensures that complete information is relevant
and does not harm any person with conducting whole research. With respect to conduct present
study, it need to be ensure that Apple has no negative impact with digital marketing program.
Readers and respondents must keep their effective participation in the whole program (Mir and
Mir, 2018). Primary and secondary two kinds of data have been used that demonstrate creative
way at workplace of research. Along with this, personal information of participants also keeps
secure so that Data Protection Act followed by researcher. Ethical consideration helps to focus
on maintain security and perform relevant work performances as well. Main aim researcher is to
spread all information towards business to find more effective work. Confidentiality also assists
to provide reliable information that is related with proper understanding towards digital
marketing. Along with this, proper rephrasing also done in proper manner so that there is no
plagiarism occur (Tan and Zhan, 2017).
3.10 Validity and reliability
Validity and reliability consider important role in whole research that help to find more
significant outcomes. It could be applied in Apple to increase their profitability and effectiveness
as well. All relevant information collected that assists to focus on proper attention towards useful
information gathering. It helps to find digital marketing implementation in business. It is boon
for the business so that it would be helpful to attain effective results. Digital marketing
implementation in chosen business helps to attain more systematic work performances so that it
would be beneficial to gather reliable information in research (Risius, Akolk and Beck, 2015).
All information is reliable so that it would be beneficial to ascertained desired results in research.
17

CHAPTER 4: DATA ANALYSIS
4.1 Introduction
Data analysis is important process in which inspection, cleansing, transformation and
modelling of data consider. Main aim of this process is to accomplish goal and discover useful
information with include conclusion. It also supports towards decision-making and helps to
develop more significant advantages at workplace of research. In the present report, data analysis
conducted with consider digital marketing. Therefore, it identifies that digital marketing should
be bane or boon for Apple.
4.2 Thematic analysis
This element show outcomes and performance that assist to find effective and relevant
results with using proper implementation of information. On the basis of questionnaire, data
analysis is conducted with survey. It helps to attain creative work performance in the whole
program. Following questionnaire has been considered to find out useful information in research:
Theme 1: digital marketing must be boon for Apple
1. Does digital marketing be boon for Apple
company?
Respondents
Yes 40
No 5
Cannot say 5
Theme 2: All the above elements help to increase competitive advantages in Apple
2. How to attain competitive advantages in
Apple with using digital marketing?
Respondents
Implement Apple hardware+software 5
iTunes and digital asset management 5
Apple's retail strategy 2
All of the above 38
18

Theme 3: All the above aspects help to compete with using digital marketing in the business
environment
3. With whom Apple competes with consider
digital marketing in UK?
Respondents
Android 3
Marketers 3
Website developers 2
All the above 42
Theme 4: People are highly satisfied with using digital marketing in the selected business
4. How are you satisfied with
implementation of digital marketing in
chosen enterprise?
Respondents
Highly satisfied 35
Satisfied 3
Neutral 3
Dissatisfied 4
Highly dissatisfied 5
Theme 5: Wireless charging is an important consideration which develops with using
digital marketing
5. What new thing could be implemented in
Apple with using digital marketing at
workplace?
Respondents
Wireless charging 38
iPhone battery life 5
Smart connection 4
19

iPhone home button and touch ID 3
Theme 6: All the above elements create negative impact so that digital marketing bane for
attain significant advantages
6. How could be digital marketing bane to
develop results?
Respondents
High dependence on new technology 4
Decline of human capital 3
Implementation of new rules and laws 3
All of the above 40
Theme 7: All the above aspects create disadvantages to implement digital marketing in
Apple
7. What is the disadvantage to implement
digital marketing in Apple?
Respondents
Data security 2
Crime and terrorism 2
Complexity 3
Privacy concern 3
Social disconnect 3
All of the above 37
Theme 8: digital marketing consists of advantages to reduce workload, digital media
manipulation and job security.
8. In business, what is the main element
considered regarding digital marketing as
bane?
Respondents
20

Work overload 5
Digital media manipulation 5
Job security 5
All of the above 35
Theme 9: Digital revolution creates proper link among individuals and group of people
who work together.
9. Digital revolution creates link in between
individual and group of people together?
Respondents
Yes 42
No 4
Cannot say 4
Theme 10: digital marketing helps to reduce the workload and increase effective work
performance.
10. Digital marketing reduces the workload
of Apple to make effective results and work
performance.
Respondents
Yes 45
No 3
Cannot say 2
Theme 11: All the above elements help to increase advantages for implementation of digital
marketing.
11. How advantages develop with
implementation digital marketing in the
selected business towards students?
Respondents
21

Promotes independent learning among students 1
Prepares students for their future 1
Potential outcomes with e-books 1
Encourages development with new teaching
methods
1
All the above 46
Theme 12: All the above aspects create negative impact so that digital marketing must be
bane.
12. How digital marketing could be bane for
students?
Respondents
Results due to lack of interest in studying 4
Make students vulnerable 2
Negative views of technology 2
Diminish overall value in education 2
All the above 40
Theme 13: Product development process is an important consideration and technique
which helps to reduce negative impacts.
13. What are the techniques to reduce
negative impacts of digital marketing on
Apple?
Respondents
Product development process 38
Make strategies with social media 3
Implement SEO 3
Integrate all techniques 6
22

4.3 Discussion and findings
Theme 1: digital marketing must be boon for Apple
Interpretation: In order to focus on the above graph, it can be stated that there are 40
respondents who said that digital marketing is boon for Apple. This is because; in secondary data
it has been find that maximum number of people easily attracted with using digital marketing in
Apple. Furthermore, there are 5 respondents who said that digital marketing is bane because it
increases more cost to the business. As per their views, it can be interpreted that Apple company
is able to develop their significant advantages easily in different areas of the world. Remaining 5
candidates stated that digital marketing is not so good for the selected business development.
Theme 2: All the above elements help to increase competitive advantages in Apple
23
40
55
Yes
No
Cannot say
55
2
38
Implement Apple
hardware+software
iTunes and digital
asset management
Apple's retail
strategy
All of the above

Interpretation: In the present graph, it can be interpreted that there are 38 respondents who said
that digital marketing helps to implement several tools that increase competitive advantages. In
this regard, it can be stated that hardware and software both types of tools must be develop that
successfully helps to attain desired results in the business with using different activities and
tasks. Furthermore, these tools also help to make creative activities and tasks in the business unit.
iTunes digital asset management also helps to attain competitive advantages to Apple because it
helps to creates differentiate work from other organisations. Furthermore, they depicted that
strategy of the company is also effective which increases its work performance to deal with
business outcomes. As per 2 respondent’s views, it can be said that Apple's retail strategy is good
so that it would be develops significant advantages in UK.
Theme 3: All the above aspects help to compete with using digital marketing in the business
environment
Interpretation: With respect to above graph, there are 42 people said that Apple compete with
different businesses such as Android, marketers, website developers, etc. As per 3 candidates’
views, the chosen business mainly competes with Android that assists to attain more desired
work performances at workplace. Furthermore, there are 3 respondents consider their views that
marketers are main competitors of the whole enterprise in term of digital technology
implementation. Remaining 2 candidates stated that website developers are main competitors of
the business which must be consider in competitive advantages. As a result, it creates impact on
chosen enterprise to accomplish desired results. According to secondary data, it can be
24
33
2
42
Android
Marketers
Website developers
All the above

interpreted that Apple company must include effective tools and techniques to consider digital
technology at workplace. However, different authors depicted that using advance technology
helps to concentrate on innovative functions and operations.
Theme 4: People are highly satisfied with using digital marketing in the selected business
Interpretation: With the help of above graph, it can be said that there are 35 respondents who
stated that they are highly satisfied with implementation of digital marketing. Therefore, it makes
successful results at workplace in a systematic manner. As per 3 employees, it can be argued that
they are satisfied with consideration of digital advancements at workplace. As per the other 3
people views, they are neutral with using digital marketing in the organisation. There are 4
candidates said that they are dissatisfied with using digital marketing at workplace. Remaining 5
respondents said that they are highly dissatisfied with using digital marketing in Apple. As per
their consideration, it can be said that innovation can be successfully develop in the enterprise.
According to the secondary information, it can be interpreted that there are maximum number of
customers easily attracted by implementation of advance tools and techniques of digital
technology.
Theme 5: Wireless charging is an important consideration which develops with using
digital marketing
25
35
3
3
4
5 Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

Interpretation: As per the present graph, it can be stated that there are 38 respondents said that
wireless charging is important consideration. Therefore, one advantage of implement new tool
successfully implements. It helps to promote more desired and creative work performances with
digital marketing. As per the 5 respondent’s views, it can be said that iPhone battery working
strongly as per other android phone. Therefore, it is important to concentrate on the development
of digital marketing with wireless charging. Another advantage of using digital marketing is that
Apple also make smart connection with digital marketing. Therefore, several number of
customers could be attracted easily. In this regard, it can be said that Apple has several
advantages with consideration of digital marketing in the business. Remaining 3 people consider
their views that iPhone has more effective home button and touch so that it works smoothly.
Theme 6: All the above elements create negative impact so that digital marketing bane for
attain significant advantages
Interpretation: In the present graph, it has been seen that 40 respondents said that digital
marketing must be bane for Apple. This is because, it creates high dependence on new
technology which help to attain significant advantages. It assists to make creative work
26
38
5
4
3
Wireless charging
iPhone battery life
Smart connection
iPhone home button
and touch ID
High dependence on new technology
Decline of human capital
Implementation of new rules and laws
All of the above
0 10 20 30 40
4
3
3
40
Respondents

performances at workplace. Furthermore, it reduces human capital performance so that it must be
consider in significant advantage in successful way. There are 3 respondents said that
implementation of new rules and laws followed to gain competitive advantages. There are 4
candidates said that they are highly depended on new technology which revolved with digital
marketing. As results, it is important to consider new functions and operations to attain
significant results. Different channels of communication help to create new forms of consumer
behaviour. It includes Facebook, Twitter, etc. On the basis of secondary data, it can be stated that
digital marketing is boon that develop by internet to consider more profit and revenue at
workplace. However, it creates negative impact on human capital so it is essential to create
proper balance between human capital and digital marketing activities.
Theme 7: All the above aspects create disadvantages to implement digital marketing in
Apple
27

Interpretation: In the above graph, it can be stated that there are 37 respondents said that digital
marketing also creates several disadvantages. For instance, data security, crime and terrorism,
complexity, privacy concern. As per the 2 respondent’s views, it can be said that data security is
one of the best perspective that reduce security in the company. Hence, manager must
concentrate on this point to regulate effective work performance. Another disadvantage with
digital marketing is that social disconnection occur. As per 2 respondent’s views, data security is
disadvantage to implement digital technology. There are 2 other people said that crime and
terrorism also occur in UK that create disadvantage to the Apple. This is because, it is major
problem of different country because crime continuously create negative impact. Privacy concern
also reduce because, government make security with consideration of different activities.
However, respondents provide their views that social disconnection also occur with
implementation of digital marketing. In secondary information, it has been assessed that social
connection develops with digital marketing activities. As results, it makes innovative work
performances to concentrate on activities and tasks.
Theme 8: digital marketing consists of advantages to reduce workload, digital media
manipulation and job security.
28
Data security
Crime and terrorism
Complexity
Privacy concern
Social disconnect
All of the above
0 5 10 15 20 25 30 35 40
2
2
3
3
3
37
Respondents

Interpretation: With using digital marketing, it can be said that 35 respondents of Apple
company said that it helps to reduce workload, digital media manipulation, job security, etc. All
these elements can be supported with using digital marketing. As per 5 candidates’ views, it can
be stated that digital marketing help to maintain job security at workplace. There are other 5
respondents said that digital media manipulation is main advantage with using digital marketing
at workplace. There are 5 respondents said that job security is main element that is benefit
considered by digital marketing in Apple. As per secondary information, it has been find that
main purpose to implement this tool is that proper interaction develop successfully in several
areas of the world. There are certain channels also promoted to make effectiveness.
Advertisement is most suitable way to attract customers with social networking. With the help of
secondary information, it can be stated that workload continuously reduced with digital
marketing. It is one of the important consideration which is useful to make focusing on customer
attraction.
Theme 9: Digital revolution creates proper link among individuals and group of people
who work together.
29
5
5
5
35
Work overload
Digital media
manipulation
Job security
All of the above

Interpretation: In the above graph, it can be stated that there are 42 respondents said that with
the help of digital revolution individual and group of people have effective link. As a result, it
makes desired results at workplace. There are 4 respondents said that among individual and
group have no link with using digital revolution. Remaining 4 candidates said that it cannot be
interpreted that all people work with group members or not. According to secondary information,
it can be stated that there are different social media platform in which products and services
promote easily with using tools and techniques. Goods and services will be advertised with
involvement of different elements such as e-mails, blogs, Apps, etc. Development of products
and services with digital marketing assists to increase revenue and profitability. With the help of
evolution of digital marketing, it can be stated that pay per click advertisement to attract
maximum number of people. It is important to Google to increase sales revenue. Apple
marketing depends on this element so that it is beneficial for them to create customer attraction.
Theme 10: digital marketing helps to reduce the workload and increase effective work
performance.
30
42
4
4
Yes
No
Cannot say

Interpretation: In the present graph, it can be stated that there are 45 respondents said that
digital marketing assist to reduce work load from Apple. As a result, it helps to increases
effective work performance. With the help of 3 candidate’s views, it can be said that digital
marketing not reduce workload from the business with consideration of advance tools and
techniques. Remaining 2 people said that it cannot be interpreted that digital marketing consider
advance results at workplace. As per secondary information, it can be stated that growth strategy
continuously develops with several products and services. Collaboration with firm included
marketing mix with variety of products. As per customer’s demand, manager of the chosen
business must have authorised with appropriate distribution to fulfil customers’ needs and
requirements.
Theme 11: All the above elements help to increase advantages for implementation of digital
marketing.
31
Yes
No
Cannot say
0 5 10 15 20 25 30 35 40 45
45
3
2
Respondents
Promotes independent learning among students
Prepares students for their future
Potential outcomes with e-books
Encourages development with new teaching methods
All the above
0 10 20 30 40 50
1
1
1
1
46
Respondents

Interpretation: In the present graph, it can be said that there are 46 people said that there are
several ways to increase advantages with digital marketing. Therefore, Apple company must
consider their operations and functions towards students as well. There is one person that said
digital marketing help to promote independent learning among different people. As results, it
helps to work in significant manner. It also develops advantage to prepare students for their
future. One candidate also said that potential outcomes also develop with using e-books.
Candidates easily encourages with development of new teaching process. With the help of
secondary information, it can be stated that digital marketing creates several benefits to attract
several people in the business. However, one author argued that third party also sells products of
Apple with using different promotional activities. Marketing activity of the chosen business
adopted to develop significant advantages in several areas. Digital marketing communication
also support with advertisement, personal selling, sales promotion and public relation as well.
Hence, digital marketing is boon for the chosen business to promote their products and services.
Theme 12: All the above aspects create negative impact so that digital marketing must be
bane.
Interpretation: In the present graph, it can be stated that all the above elements create
disadvantage with implementation of digital marketing at workplace. This is because, it creates
negative impact on results due to lack of interest in studying. Furthermore, nowadays students
also get distract from study due to vulnerability. There are 40 respondents support it to create
32
4
2
2
2
40
Results due to lack of
interest in studying
Make students vulnerable
Negative views of
technology
Diminish overall value in
education
All the above

advantages at workplace. There are 4 respondents said that only negative result of digital
marketing is that it creates lack of interest of students in studying. However, sometimes digital
marketing create disadvantage for several people who are connected with Apple. This is because,
with the help of digital marketing they connected with social sites so that they are distracted from
study. Negative view of technology could be reduced successfully with using advance
technology. Therefore, digital marketing must be considering successfully to attract maximum
number of people. Email marketing is an essential element which assists to fulfil goals in a
successful manner. With the help of recent trends, it can be stated that marketing activities
continuously growing with sales efforts. Creativity and innovative elements help to create
several significant advantages with chosen business will easily communicate their aims and
objectives.
Theme 13: Product development process is an important consideration and technique
which helps to reduce negative impacts.
Interpretation: In the present graph, it can be stated that there are 38 respondents those stated
that product development process must be implement as technique which help to reduce negative
impact easily. As per 3 candidates’ views, it can be interpreted that strategies must be made with
social media so that it assists to increase desired results. There are 6 respondents said that all
techniques must be integrated to attain more effective work performances. As per 3 people
views, it can be said that SEO is important tool that make Apple successful. Strategies with
social media activities must be develop successfully to reduce negative impact. In order to look
towards secondary information, it can be said that with the help of product development process,
33
Product development process
Make strategies with social media
Implement SEO
Integrate all techniques
0 5 10 15 20 25 30 35 40
38
3
3
6
Respondents

Apple get success to look for business development. Social media activities help to meet with
innovation and creativity that explored product portfolio as per usefulness of consumer
experience.
34

CHAPTER 5: CONCLUSION AND RECOMMENDATION
5.1 Conclusion
From the above report, it can be concluded that there are several numbers of candidates
those who have different views regarding digital marketing. In this context, it is important to
focus on promotion of products and services by using digital technology elements. In the
smartphone industry, Apple continuously implement certain advanced and new features which
helps to gain significant advantages at workplace. This is because, latest trends assist to reach
towards potential customers so that it depends on integration and tactics of e-commerce (Hew,
Leong and Lee, 2017). With the help of digital marketing strategy, plan must be preparing which
is important to target maximum audience with the support of email and website of the company.
Furthermore, it can be summarized that communication channels must be increases such as
email, messaging, etc. that helps to gain significant advantages at workplace of Apple.
Along with this, it can be discussed that rules and regulations towards the company is
also continuously followed in order to improve work performances. Digital marketing is boon for
the chosen business because it creates several advantages to perform and improve functioning.
According to development of success, it can be stated that skilled employees must be recruited at
the business (Almeida, 2015). Moreover, it is articulated that digital marketing requires more
money and finance because it helps to advertise products and services with using different tools.
For instance, implementation of SMS, social media, blogs, etc. In addition to this, digital
marketing is also helps to classify marketing mix element that make successful results for
product development. Growth strategy is also considered to be as useful that create extensive
development of variety of needs.
As per the views of different authors, it can be stated that Apple consider design
campaign which successfully implemented to improve consumer experience in business. Social
media activities are more important to produce positive results and outcomes. Hence, innovative
way also successfully implements with whole program in methodology (Dunlop, Freeman and
Jones, 2016). As results, it is essential to select right information regarding business. Apple able
to attain competitive advantages because of using advance tools and techniques in business.
As per the standard and relevant information, it can be stated that website developers,
android, marketers, all are main competitors of chosen business. As results, it is important to
35

focus on competitive elements. In the digital marketing, Apple must include revolution so that
they are able to communicate advantages easily. In order to increase promotion, it can be stated
that future development program must be carry for students with new teaching methods. With
the help of product development process, it can be stated that negative impact could be reduced
easily from Apple organisation. Social media activity easily develops significant advantages to
integrate all elements successfully (Mackey and Liang, 2015). With respect to look towards
secondary data, it can be interpreted that knowledge and understanding for implementing digital
marketing continuously work in systematic way. As per aim of the present research,
interpretivism research philosophy is helpful aspect that make desired results.
With the help of descriptive research design, it can be stated that in-depth information
considers at workplace. Theoretical frameworks help to conduct research in systematic manner.
Desired work performances also develop successfully which is helpful to implement digital
marketing (Dunlop, Freeman and Jones, 2016). On the basis of in-depth information, it can be
stated that Apple company able to communicate desired results. Deductive approach is useful
perspective to make proper interaction of digital marketing.
5.2 Recommendation
Apple strives with best and personal computing experience for several numbers of
people. This is because, it considers hardware, software and internet offering. The company
always welcome their customers to provide their feedback on products and services (Rawal,
Awasthi and Upadhayay, 2017). In 35 years of history of Apple, it can be stated that company
operate successful with valuable sources. Following are certain recommendation could be
provided to the chosen company: Increase promotional activities: Apple should consider effective promotional activities
that assists to develop significant advantages. It is helpful perspective that make desired
results with using several tools and techniques. Nowadays, social media activities mainly
help in development of relevant work performances at workplace. It is also helpful to
maintain more desired and creative results in systematic manner. Social media tools
include, Facebook, Twitter, Instagram, etc. These elements must be considered to focus
on attainment of desired results (Thomas and Housden, 2017). Premium smartphone
assists to increase significant results with solid growth of the company. Strategy also
adopted for innovation and ecosystem. On Facebook, company promote their functions
36

with several photos, videos, etc. so that customers could be attracted easily. On the basis
of qualitative and standard products, it can be stated that priority implement to consider
quality in business. Implement efforts to make more standard: Apple must cooperate with consideration of
more efforts to create standard performances. On the basis of creative work
performances, it can be stated that desired results will be accomplish successfully. As per
the development of business environment, it can be stated that staff members have no
quality to deal with several members easily (Dunlop, Freeman and Jones, 2016). As a
result, it is important to considers availability in different areas of domestic environment. Optimise and increase efficiency: Android platform has quickly gained popularity with
development environment. Domestic activities carry in all over areas where Apple
operate their functions. As results, it is important to support and truly open environment
to increase efficiency (Das, 2018). With the help of interfaces of iPhone, it can be said
that more systematic work performances will be continuously develop in the business.
With this regard, employees and staff members will easily gain more effective work
performances. Software standard also need to develop successfully to gain more desired
work performances in the business unit. Setting own websites: Furthermore, it is important for Apple company to set their
objectives with implementation of advance tools and techniques. This is because, with the
help of technology, problems could be solved by using e-commerce (Kotler, Kartajaya
and Setiawan, 2016). Therefore, successful results will be gain in the business to move
and attract more customers. As per customers’ needs and requirement, it can be stated
that chosen business must develop their operations. As results, it will assist to create
better delivery to get better results. With the help of customer’s opinion and ideas, the
selected business will easily develop their significant advantages in several areas. Mobile
presence around customers assumed that business runs perfectly with opinion of
customers (Tang, 2016).
 Implement improvement for different countries: In order to sell the products in different
nation, continuously improvements needed for different nations. There is more
improvement require in the different areas so that it is beneficial to attain desired work
performances at workplace.
37

REFERENCES
Books and Journals
Almeida, B.M.D.S.B., 2015. Tribal marketing: is there a tribe within the tribe? (Doctoral
dissertation).
Bæck, U.D.K., 2016. Rural location and academic success—Remarks on research,
contextualisation and methodology. Scandinavian Journal of Educational Research.
60(4). pp.435-448.
Beckmann, D., 2014. What would Apple do?: how you can learn from Apple and make money.
Jaico Publishing House.
Bianchi, C. and Andrews, L., 2015. Investigating marketing managers' perspectives on social
media in Chile. Journal of Business Research. 68(12). pp.2552-2559.
Buchanan, L., Kelly, B. and Kariippanon, K., 2018. The effects of digital marketing of unhealthy
commodities on young people: a systematic review. Nutrients. 10(2). p.148.
Buganza, T., Dell'Era, C. and Verganti, R., 2015. Unveiling the potentialities provided by new
technologies: A process to pursue technology epiphanies in the smartphone app industry.
Creativity and Innovation Management. 24(3). pp.391-414.
Cantrell, J., Ganz, O. and Vallone, D., 2017. Mobile marketing: an emerging strategy to promote
electronic nicotine delivery systems. Tobacco control. 26(e2). pp.e1-e3.
Cecere, G., Corrocher, N. and Battaglia, R.D., 2015. Innovation and competition in the
smartphone industry: Is there a dominant design?. Telecommunications Policy. 39(3-4).
pp.162-175.
Charan, A. and Dahiya, R., 2015. Digital marketing and consumer behaviour: An empirical study
in Indian car market with special reference to Delhi and NCR. Anveshak. 4(2). pp.60-83.
Critchlow, N., Moodie, C. and Hastings, G., 2016. Awareness of, and participation with, digital
alcohol marketing, and the association with frequency of high episodic drinking among
young adults. Drugs: Education, Prevention and Policy. 23(4). pp.328-336.
Das, A., 2018. APPLICATION OF DIGITAL MARKETING FOR LIFE SUCCESS IN
BUSINESS. BPB Publications.
Dennett, C. and Johnson, M., 2018. Technology-Based Solutions. In Conquering Digital
Overload (pp. 145-157). Palgrave Macmillan, Cham.
Dhote, T., Jog, Y. and Shrivastava, G., 2015. Effectiveness of digital marketing in education: An
insight into consumer perceptions. Indian Journal of Science and Technology. 8(S4).
pp.200-205.
38

Dodson, I., 2016. The Art of Digital Marketing: The Definitive Guide to Creating Strategic,
Targeted, and Measurable Online Campaigns. John Wiley & Sons.
Doorey, A.M., Wilcox, G.B. and Eastin, M.S., 2017. Consumer Privacy and the New Mobile
Commerce. The Dark Side of Social Media: A Consumer Psychology Perspective.
Droll, A., Khan, S., Ekhlas, E. and Tanev, S., 2017. Using artificial intelligence and web media
data to evaluate the growth potential of companies in emerging industry sectors.
Technology Innovation Management Review. 7(6).
Dunlop, S., Freeman, B. and Jones, S.C., 2016. Marketing to youth in the digital age: The
promotion of unhealthy products and health promoting behaviours on social media.
Media and Communication. 4(3). pp.35-49.
Dzhandzhugazova, E.A., Kosheleva, A.I. and Bondarenko, A.P., 2016. Business administration
in hotel industry: problems and solutions (by the example of the Russian Federation).
International Journal of Applied Business and Economic Research. 14(14). pp.651-660.
Getz, D. and Page, S., 2016. Event studies: Theory, research and policy for planned events.
Routledge.
Hew, J.J., Leong, L.Y. and Lee, V.H., 2017. The age of mobile social commerce: An Artificial
Neural Network analysis on its resistances. Technological Forecasting and Social
Change.
Highfield, T. and Leaver, T., 2015. A methodology for mapping Instagram hashtags. First
Monday. 20(1). pp.1-11.
Hudson, S. and Hudson, L., 2017. Marketing for tourism, hospitality & events: a global & digital
approach. Sage.
Kotler, P., Kartajaya, H. and Setiawan, I., 2016. Marketing 4.0: Moving from traditional to
digital. John Wiley & Sons.
Leonhard, G. and von Kospoth, C.A.G., 2017. Exponential technology versus linear humanity:
designing a sustainable future. In Sustainability in a Digital World (pp. 77-83). Springer,
Cham.
Liberman, L.H., 2018. A Phenomenology Study on Dental Faculty Preparedness for Using
Technology in Face-to-Face, Hybrid Courses, and Online Course to Reach Digital
Native Learners (Doctoral dissertation, Northcentral University).
Lobstein, T., Landon, J. and Jernigan, D., 2017. The commercial use of digital media to market
alcohol products: a narrative review. Addiction. 112. pp.21-27.

Mackey, T.K. and Liang, B.A., 2015. It’s time to shine the light on direct-to-consumer
advertising. The Annals of Family Medicine. 13(1). pp.82-85.
Mahapatra, D.K. and Bharti, S.K. eds., 2017. Handbook of Research on Medicinal Chemistry:
Innovations and Methodologies. Taylor & Francis.
Marion, T.J., Meyer, M.H. and Barczak, G., 2015. The influence of digital design and IT on
modular product architecture. Journal of Product Innovation Management. 32(1). pp.98-
110.
Mir, D.P.A. and Mir, A.A., 2018. Critical Issues in the Supply Chain Management of Kashmiri
Apple: An Exploratory Study. Researchers World. 9(2). p.22.
Miski, A., 2014. Development of a mobile application using the lean startup methodology.
International Journal of Scientific & Engineering Research. 5(1). pp.1743-1748.
Muzellec, L. and O'Raghallaigh, E., 2018. Mobile technology and its impact on the consumer
decision-making journey: how brands can capture the mobile-driven “Ubiquitous”
moment of truth. Journal of Advertising Research. 58(1). pp.12-15.
Nam, S., Nam, C. and Kim, S., 2015. The impact of patent litigation on shareholder value in the
smartphone industry. Technological Forecasting and Social Change. 95. pp.182-190.
Nissen, V., 2018. Digital transformation of the consulting industry—introduction and overview.
In Digital Transformation of the Consulting Industry (pp. 1-58). Springer, Cham.
Nunamaker, J.F., Twyman, N.W. and Briggs, R.O., 2017. CREATING HIGH-VALUE REAL-
WORLD IMPACT THROUGH SYSTEMATIC PROGRAMS OF RESEARCH. MIS
Quarterly. 41(2).
Nyheim, P., Xu, S. and Mattila, A.S., 2015. Predictors of avoidance towards personalization of
restaurant smartphone advertising: A study from the Millennials’ perspective. Journal of
Hospitality and Tourism Technology. 6(2). pp.145-159.
Ordanini, A. and Nunes, J.C., 2016. From fewer blockbusters by more superstars to more
blockbusters by fewer superstars: How technological innovation has impacted
convergence on the music chart. International Journal of Research in Marketing, 33(2),
pp.297-313.
Pavlik, J.V., 2017. Experiential Media and Disabilities in Education: Enabling Learning through
Immersive, Interactive, Customizable, and Multi-sensorial Digital Platforms. Ubiquitous
Learning: An International Journal. 10(1).
Rawal, P., Awasthi, A. and Upadhayay, S., 2017. Creating a Hunger Driven Smartphone Market
by Xiaomi. International Journal of Engineering Science. 11250.
Risius, M., Akolk, F. and Beck, R., 2015, May. Differential Emotions and the Stock Market-The
Case of Company-specific Trading. In ECIS.
40

Russell-Bennett, R., Drennan, J. and Burns, K., 2017. Using service design to understand digital
preferences for improving applications for tertiary education in under-represented
markets. In Proceedings of the 5th World Social Marketing Conference (pp. 113-117).
Fuse Events Ltd.
Ryan, D., 2014. The best digital marketing campaigns in the World II. Kogan Page Publishers.
Tan, K.H. and Zhan, Y., 2017. Improving new product development using big data: a case study
of an electronics company. R&D Management. 47(4). pp.570-582.
Tang, A.K., 2016. Mobile app monetization: App business models in the digital era.
International Journal of Innovation, Management and Technology. 7(5). p.224.
Taylor, M., Reilly, D. and Wren, C., 2018. Internet of things support for marketing activities.
Journal of Strategic Marketing. pp.1-12.
Thomas, B. and Housden, M., 2017. Direct and Digital marketing in practice. Bloomsbury
Publishing.
Torous, J. and Roberts, L.W., 2017. Needed innovation in digital health and smartphone
applications for mental health: transparency and trust. JAMA psychiatry. 74(5). pp.437-
438.
Toyama, K., 2015. Geek heresy: Rescuing social change from the cult of technology.
PublicAffairs.
Vazifehdoost, H., Rahnama, A. and Mousavian, S.J., 2014. Evaluation of the impact of brand
purchase involvement, satisfaction, experience and brand trust on loyalty to brand.
Mediterranean Journal of Social Sciences. 5(20). p.3054.
Whelan, A., 2017. OF VERNACULAR DIGITAL MUSIC CULTURES. The Routledge
Companion to Global Internet Histories, p.436.
Yanow, D. and Schwartz-Shea, P., 2015. Interpretation and method: Empirical research
methods and the interpretive turn. Routledge.
Online
Digital Marketing: A boon or Bane?. 2017. [Online] Available through:
<http://www.businesssandesh.in/digital-marketing-a-boon-or-bane/>.
Utilizing it’s Unique Limitations- the Smartphone as a Digital Springboard, 2018. [Online]
Available through: <https://farotech.com/blog/3-important-lessons-for-smartphone-
internet-marketing/>.
What “The Future of Smartphones” Means for Digital Marketers, 2017. [Online] Available
through: <https://www.dbswebsite.com/blog/2017/09/20/smartphones-digital-
marketers/>.
41

APPENDIX
QUESTIONNAIRE
Section A
Name:
Age:
Gender:
Section B
1. Does digital marketing be boon for Apple?
 Yes
 No
 Cannot say
2. What is the main advantage of digital marketing to make it boon of chosen organisation?
 Helps to attain competitive advantages
 Increase standard and relevant information
 Loyalty of the enterprise
 All of the above
2. How to attain competitive advantages in Apple with using digital marketing?
 Implementation of Apple hardware software
 iTunes and digital asset management
 Apple's retail strategy
 All the above
3. With whom Apple competes with consider digital marketing in UK?
 Android
 Marketers
 Website developers
 All the above
4. How are you satisfied with implementation of digital marketing in chosen enterprise?
 Highly satisfied
 Satisfied
42

 Neutral
 Dissatisfied
 Highly dissatisfied
5. What new thing could be implemented in Apple with using digital marketing at workplace?
 Wireless charging
 iPhone battery life
 Smart connection
 iPhone home button and touch ID
6. How could be digital marketing bane to develop results?
 High dependence on new technology
 Decline of human capital
 Implementation of new rules and laws
 All the above
7. What is the disadvantage to implement digital marketing in Apple?
 Data security
 Crime and terrorism
 Complexity
 Privacy concern
 Social disconnect
 All the above
8. In business, what is the main element considered regarding digital marketing as bane?
 Work overload
 Digital media manipulation
 Job security
 All the above
9. Digital revolution creates link in between individuals and group of people together?
 Yes
 No
 Cannot say
10. Digital marketing reduces the work of Apple to make effective results and work
performance?
43