Apple’s Integrated Marketing Communications

This research paper analyzes Apple's integrated marketing communications strategy and its effectiveness in the smartphone market. It explores the traditional and online marketing techniques used by Apple to reach its target audience.

Running head: INTEGRATED MARKETING COMMUNICATIONS
INTEGRATED MARKETING COMMUNICATIONS
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Apple’s Integrated Marketing Communications
The Integrated Marketing Communication (IMC) is a marketing plan, which consists of
all the different parts of marketing in a document. It helps a company in order to guide the
implementation of the marketing plan of a company, guides the role of promotion and
advertising in the market. For the past years, people only had to rely on the traditional mass
media in promoting their products. However, innovative companies like Apple Inc, have turned
in integrating their modes of advertising along with other communication technique like the
internet, direct marketing, various event sponsorships, public feedback and use of various
websites. The company enjoys a strong corporate image of its products, which includes Mac,
iPods, iPads and iPhones. Companies have now recognized that these types of communication
techniques are much more effective than the traditional marketing techniques. Apple has devoted
a lot its resources in developing its corporate brand equity (Ng, Schott & Keathley, 2018). It
very carefully considers its marketing tactics, in achieving the goals of the company. The aim of
the research paper is to analyze the Integrated Marketing Communication which is used by
Apple .Inc, it also highlights what makes them the most effective in the smart phone market.
Traditional techniques used by Apple in marketing their products
These days marketers are becoming increasingly very creative in their efforts in order to
reach their potential markets. Techniques like bus and vehicle wraps, street paintings, shows in
stores and malls, skywriting, advertising in the newspapers and leaflets are actually quite old
traditional technique, which were used by Apple. Apple .Inc used various communication tools
and techniques in their previous modes of advertising in reaching out to its customers. Apple’s
‘Designed by Apple’ advertisement campaign was very popular in the television for the past few

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years. Apple is not content with just the television advertisements though, the company also used
to publish two page advertisements in newspaper in order to push the advertising campaigns
forward (Wu, 2018). Integrated marketing strategies draws upon the power of the traditional
modes of marketing and advertising as well as the new online modes of media marketing and
online communication tools like the social media. This effective communication strategies which
has been used by Apple .Inc has created a better impact in the mind of the target audiences.
Online and digital marketing techniques used by Apple in marketing their products
Online and digital marketing consists of use of social media, search engine marketing,
content marketing, email marketing and online marketing applications. Social media and digital
marketing represents even more opportunities in leveraging the integrated marketing strategies,
which increases the awareness and preference of the products and services available (Wirtz,
2019). The use of tools, which includes Twitter, Facebook and MySpace, are well-recognized
sites used by Apple .Inc is United States in connecting with various target audiences. The online
marketing tactics is likely combined with various attractive blogs and websites as well as other
online tactics, which have exponentially broadened the reach of audiences. Online and digital
marketing has lessened the cost of communicating with audience. The Foundations team of
Apple has always been working to be ahead of the technology putting emphasis on the Research
and development, as well as in its Marketing and Communication. The focus is in creating the
brand loyalty and increase in the awareness of consumer satisfaction. Online shopping
advertisements through App Store, iTunes or apple.com are tools, which tends to be easy and
personalized for the customers (Zhang, 2018).

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References
Ng, E. H., Nepal, B., Schott, E., & Keathley, H. (2018). TOTAL QUALITY MANAGEMENT
& APPLE SUCCESS.
Wirtz, B. W. (2019). Digital Business. In Digital Business Models (pp. 51-81). Springer, Cham.
Wu, Y. (2018, August). Research on Big Data and the Innovation of Enterprise Marketing. In
2018 International Conference on Management, Economics, Education and Social
Sciences (MEESS 2018). Atlantis Press.
Zhang, Q. (2018). Research on Apple Inc’s Current Developing Conditions.