Apple's Digital Marketing Strategy

This assignment examines Apple Inc.'s digital marketing strategies to reach customers globally. It analyzes the company's use of social media platforms, advertising agencies, and cost-saving measures in its digital marketing approach. The report also discusses Apple's shift from traditional marketing methods to a more targeted and on-demand strategy.

Running head: INTRODUCTION TO BUSINESS
INTRODUCTION TO BUSINESS
Name of the student
Name of the university
Author Note

1INTRODUCTION TO BUSINESS
Executive summary
The rising globalization all over the world has demanded every organization to utilize its
strategies in the brand identification and its recognition amongst the masses. Different
companies adopt different strategies to make the brand easily accessible to the consumers.
This report deals with the understanding of the digital marketing strategies and process that
has been adopted by Apple. Inc to reach its customers as well as analyze how the company
acts to make itself more recognized globally, to its customers
The purpose of this report is to understand and analyze the digital marketing approaches that
have been adopted by Apple.Inc.

2INTRODUCTION TO BUSINESS
Table of contents
Introduction................................................................................................................................4
Company background................................................................................................................4
Apple and Digitalized marketing...............................................................................................4
Conclusion..................................................................................................................................7
References..................................................................................................................................8

3INTRODUCTION TO BUSINESS
List of Figures
Figure 2: The chart showing the number of social media and its followers..............................5
Figure 1. Apple iphone 6 with the digital platforms..................................................................6

4INTRODUCTION TO BUSINESS
Introduction
The rising globalization all over the world has demanded every organization to utilize
its strategies in the brand identification and its recognition amongst the masses. Different
companies adopt different strategies to make the brand easily accessible to the consumers
(Wilson, Richard and Colin Gilligan).
This report deals with the understanding of the digital marketing strategies and
process that has been adopted by Apple. Inc to reach its customers as well as analyze how the
company acts to make itself more recognized to the consumers, globally.
The purpose of this report is to understand and analyze the digital marketing
approaches that have been adopted by Apple.Inc.
Company background
Apple has a preexisting reputation as one of the most prestigious brands in the
consumer electronic industry. The company owns a huge customer base that are devoted to
the same and the brand. Apple is certainly one of the brands with a strategic model of
marketing that includes the digitalized platform as one of the key foundations for the
propagation of the brand (Hollensen). Found by Steve Wozniak and Steve Jobs, this company
is one of the high soaring company in the electronics industry and all credits goes to the
effective management and the marketing strategies that has been adopted by the company.
Apple and Digitalized marketing
Apple is significantly one of the most valuable companies that is currently
streamlining its global marketing efforts and management (Chernev). The technology giant
has reconstructed its existing relationships with its own advertising agency, TBWA\ Media

5INTRODUCTION TO BUSINESS
arts lab to focus in the more creative and digital marketing campaigns and fewer efforts on
the translation or the localization of the big brand campaigns for the globalized markets
(Ryan).
Figure 2: The chart showing the number of social media and its followers
(Source: Ryan)
The advertising agency is primarily focusing on the introduction of a new operating
model to keep up with the progress and pace based on the way the consumers accept and
perceive about the media and its contents. This has been one of the strategic methods to
reduce the increasing cost in the digitalized marketing and advertising. Apple has focused
more in the reduction of the digitalized marketing costs to spend more of the capital on the
expansion of the creative works that are targeted to the regional audiences than broadening of
the spectrum in translating campaign for consumers all over the world. Even though the
company has made its cuts in the traditional creative departments, however it started

6INTRODUCTION TO BUSINESS
expanding of the other departments on the more prominent and impacting social media
platforms like Facebook and Instagram rather than choosing television as one of the prime
source of advertising and digital marketing (Chaffey et al.).
Figure 1. Apple iphone 6 with the digital platforms
(Source: Chaffey et al)
Considering the fact that other companies have done much more in their spectrum of
digital marketing for their products, Apple has taken much less efforts considering the
impacts of the mass media, culture and technological attributes. However, Apple has taken its
operations, from the ads to the marketing in a new height, so it is considerably fascinating to
see how Apple has made a significant approach towards the digital marketing.
Apple has undertaken its decisions of adopting the digital platform as one of the
significant marketing tools to reach to its customers. Hence, apple’s recent action is a
noteworthy shift in the direction of on demand marketing, which primly focuses on the active
response to the customers and the potential customers. The understanding and the shifting of
the marketing concepts, from always on to always relevant and from marketing at customers
to marketing as a service, has been thought to be more effective in terms of the digital
marketing relativity (Miller).

7INTRODUCTION TO BUSINESS
Conclusion
With the help of this report, it can be concluded that Apple has made certain
initiatives in order to achieve its competence with respect to the digitalized marketing
strategy of the other companies. Apple has chosen to focus on the marketing strategy by
using the social media as the platform of digital marketing and advertising of its products.
This is effective since Apple has decided to cut off the excess cost of the traditional
marketing and advertising methods as well as effectively use the surplus revenue in finance
the development of the products and targeting a specific group for faster sales of the products.
Apple has also instructed own advertising agency to focus less on the translation of the
marketing and advertising strategies to target every segment all over the globe, instead the
marketing strategy to focus only on one specific target can be considerably effective for the
better marketing of the products, in its line.

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References
"Apple Ads | Digital Marketing & Social Media Campaigns." Digital Agency Network, 2017,
https://digitalagencynetwork.com/brands/apple/
"Apple Could Be Moving Its Entire Ad Strategy Out Of The Mad Men Era And Into The
Modern Day." Business Insider, 2017, https://www.businessinsider.in/Apple-Could-Be-
Moving-Its-Entire-Ad-Strategy-Out-Of-The-Mad-Men-Era-And-Into-The-Modern-Day/
articleshow/33622482.cms
Chaffey, Dave, Paul Russell Smith, and Paul Russell Smith. eMarketing eXcellence:
Planning and optimizing your digital marketing. Routledge, 2013.
Chernev, Alexander. Strategic marketing management. Cerebellum Press, 2014.
Coffee, Patrick, and Patrick Coffee. "Apple Shifts Global Marketing Strategy, Restructures
Its Relationship With TBWA\Media Arts Lab." Adweek.Com, 2017,
http://www.adweek.com/brand-marketing/apple-shifts-its-marketing-strategy-to-focus-on-
digital-and-regional-campaigns/#/
Hollensen, Svend. Marketing management: A relationship approach. Pearson Education,
2015.
Miller, Michael. B2B digital marketing: Using the web to market directly to businesses. Que
Publishing, 2012.
Ryan, Damian. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers, 2016.
Wilson, Richard MS, and Colin Gilligan. Strategic marketing management. Routledge, 2012.

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