Digital Marketing Strategies & Trends

This assignment delves into the world of digital marketing, tracing its evolution from 2000 to 2015. It examines various thematic aspects like digital, social media, and mobile marketing, highlighting key research findings and trends during this period. The focus is on understanding the challenges faced by marketers in a rapidly changing digital landscape and identifying future avenues for inquiry within this dynamic field.

INTRODUCTION TO
DIGITAL
MARKETING

Table of Contents
WEEK 1...........................................................................................................................................1
INTRODUCTION.......................................................................................................................1
WEEK 2...........................................................................................................................................2
SEO..............................................................................................................................................2
WEEK 3...........................................................................................................................................4
PPC..............................................................................................................................................4
WEEK 5...........................................................................................................................................5
Email Marketing..........................................................................................................................5
WEEK 6...........................................................................................................................................6
Display advertisement..................................................................................................................6
WEEK 7...........................................................................................................................................8
Social media marketing................................................................................................................8
WEEK 8...........................................................................................................................................9
Mobile marketing.........................................................................................................................9
WEEK 9.........................................................................................................................................10
Business analytic........................................................................................................................10
WEEK 10 ......................................................................................................................................12
Strategic and planning................................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

WEEK 1
INTRODUCTION
Digital Marketing is a platform were marketing of products are done digitally that means
with the help of internet. There are various digital channels with the help of which marketing
could be done digitally such as websites, email, social media, etc. This days more than half of the
world spend most of the time in internet. So, internet has become of the fast growing platform
for marketing. People started ordering cloths, food, furniture, all day-to-day essentials online.
Traditional marketing refers to the type of marketing in which marketing was done with the help
of print, broadcast, telephone, and etc.
 Print is one of the oldest type of marketing in which it was done with the help of
advertisement in newspapers, magazines, brochures, etc.
 Broadcast marketing is done with the help of radio and television in which commercial
advertisements are featured for marketing (Chaffey, Smith and Smith, 2013).
 Telephone comes under telemarketing in which advertisement is done over phone.
 Postcards, letters, etc. are also used for telemarketing.
Marketing is all dependent on the type of company. Large companies use broadcast
marketing because it is one of the successful and expensive processes. Small level companies
usually print letters, brochures, etc. and distribute them.
Apple is one of the leading company in the digital world. Though, apple spends very less budget
in marketing. It uses traditional approach like advertisements on television, newspapers, etc.
As the world is advancing so do the people and they are basically dependent on internet. With
the help of digital marketing various levels could be reached that is impossible with the help of
traditional marketing (Ryan, 2016). The different approaches of digital marketing are:
 Infinite audience could be reached
 Direct interaction between the audience and the business
 Cost-efficient
 Feedback from the audience could be received
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 Development of the brand
 Real time result could be seen
 Suitable for both small-scale and large-scale companies
Apple uses digital marketing very occasionally. Whenever there is any announcement of new
apple product launch, the other network carriers launch different service plan under which you
can buy the phone. So this digital advertisement could help the brand to grow at higher rate.
Market research is basically a process of gathering information of a new product launched in the
market through research. In this process interaction with the consumers are done to know the
feedback of that product (Tiago and Veríssimo, 2014). It is one of the most important strategy of
business. Market research helps in understanding the market better. It also helps to understand
the competitors. Market research with the help of internet helps the consumers all the types of
products available in the market. Apple is basically keeping an eye on how people are using the
product and focusing more on development of the product.
WEEK 2
SEO
SEO termed as Search Engine Optimization is considered as the process that effect the
online visibility of webpages in web search engines unpaid results. SEO tends to target many
different type of search such as video search, image search, academic search, industry specific
vertical search engines and news search. In the form of internet marketing strategy, SEO
consider how the local search engines work which includes computer programmed algorithm and
dictate the search engine behaviour what people tends to search and actual keyword that are
types in search engines (Killoran, 2013).
The leading search engines such as Google, Bing and Yahoo! tends to use crawlers to
find appropriate pages for algorithm search results. Every business wants to sow itself at the top
of search results when consumers search for the products they sell. People generally use different
search engines in order to get more information regarding products they are interested in to
purchase. To reach at the top of the search result take lots of hard work and an improved search
engine optimization strategy. By the appropriate use of search engine optimization business can
attract more mount of leads and sales. Here are some basic tips that can be used by Apple to
improve their organic ranking:
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 Identification of target keywords: Keyword research plays a major role in the
identification of search optimization efforts done by a particular firm. It is important to
target the keywords that your customer will tend to search for while looking for particular
product. There are many organisations that base their keywords search to just volume.
This procedure thus make it difficult for the companies to attempt top rank in search
results. Get your on-page optimization perfect: To get top rank in search results there is absolute
need of on page optimization. There are several organisation who ignore their on page
optimization thus which hinders their goal of achieving the first rank in search result
(Shih, Chen and Chen, 2013). Development of own content strategy: The companies should have their own blog on
their website which allows them to update new content at their website. It is general that
websites which are updated on routine basis are loved by search engines. According to
them website that is constantly updated tends to provide extra value to user. Every new
blog posted by particular organisation gives them an opportunity to spread it through the
social media that tends to drive more amount of traffic on the companies site. Thus a blog
can be used as way of connecting Apple to its audience and customers. Attract the high quality link: Links to the site of particular organisation play an
important role in search engine optimization. In case of presence of any kind wrong link
get website to be penalized and on the other hand a high quality link can help the
organisations link to reach at the top of organic search results (Ledford, 2015). There are
two great ways to attract the high quality links namely info graphic distribution and guest
blogging.
 Timely monitoring of performance and continue to optimize the SEO efforts: there is
need for organisations like Apple to constantly monitor their keywords ranking that help
in determining the efficiency of search engine optimisation efforts done by them. Along
with this there is need of deep analysis and come up with results that include information
regarding keywords which produce more conversation. On the basis of this results
additional keywords can be targeted to attract the customer for buying their own
products.
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WEEK 3
PPC
PPC also termed as Pay Per Click is one of the easiest and effective way to increase the
number of visitors who tends to visit site of particular firms at the lowest cost (Springborn and
Barford, 2013). Thus the return of investment (ROI) is quite high on the application of PPC
strategy. Some of the famous search advertising links are Bing ads, Yahoo advertising and
Google Ad words are famous among many entrepreneurs. There are several other search engines
available too but the most common used are Google, Yahoo and Bing. Then company will pay
certain sum of money each time when a user clicks that particular ad. Pay Per Click can be
display ad, text ad or both of them.
In case of Apple the pay per click ad for IPad search tends to use the Google Ad words
image extension and now it is in the form of beta. This approach includes brand story telling of
various ways in which the IPad is used all around the world. At first it is seen that this ad more
like content than an advertisement. The ad copy mainly focus on branding techniques with the
usage of site links and extensions that includes direct response to call to action and secondly with
product information’s (King, Abrahams and Ragsdale, 2015).
Apple can use the Pay per click along with cost per order and cost per impression in order
to assess the cost effectiveness and profitability of the internet marketing. As it has been seen
that pay per click has a good advantage over cost per impression which tells companies
something regarding the effectiveness of this advertisement. Click are considered to be an
effective way for measuring the attention and interest gained by customers and viewers. If ad is
considered to be the main purpose for generating the clicks and specifically divert the public and
traffic to the destination than pay per click is considered to be the best available metric. After
achieving the appropriate number of web impressions than the quality and placement of
particular advertisement will ultimately affect the click through rates and result in pat per click.
Pay per click can be calculated by dividing the advertising cost with the number of click
generated through an advertisement (Stokes, 2014). This is the basic formula available for
calculating the cost of pay per click. Till now two primary models are available that are used for
determining the pay per click which are flat rate and bid based. In both the available cases
advertiser must have the ability to consider the potential value of particular click from given
source.
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WEEK 5
Email Marketing
After the introduction of internet email marketing have become an effective tool for
conducing the business. Generally e-mail marketing is a type of direct marketing technique that
is used for communicating commercials and fundraising messages to the customers in the form
of electronic mail (Armstrong and et.al., 2015). Thus it can be considered that every type of mail
sent to potential customers is considered as email marketing. Thus following are the use of email
marketing: these emails are used to increase the relationship of merchants with customers which
tends to increase the customer loyalty. Along with this, emails are also used to make new
customers and convincing the current customers to make purchasing of their items. In some
cases emails are accompanies with advertisements in order to increase the selling of products.
This type of advanced email marketing have nay advantages over available traditional
methods of mail marketing which are as follows: email marketing tends to provide with best
return on investment which can be easily tracked and is proved to be high enough when
appropriate methods are applied. Along with this email marketing is considered to be the second
highly efficient online marketing technique. Advertiser have the ability to reach large number of
email subscribers who have subscribed for the email communication on particular subjects of
their interest. Along with this email marketing provide with opportunities to all marketers to
reach their respective customers with the help of personalized, dynamic and relevant messages.
There are transactional emails which allow businesses to provide response to their important
customer’s events such as purchasing of products (Chaffey, 2016).
Apple can opt for the email marketing strategies as it is the cheapest way of marketing. It
is known that marketing can be done through sending the emails to number of customers within a
fraction of hours and with least cost. Along with this the success rate of this marketing style is
relatively high as it can be used to target the ideal customers and the return of investment on this
strategy is relatively high when compared to other marketing strategies. With the availability of
the analytics it will become easy for Apple to track responses for the emails they have sent to
consumers and provide them with results that can guide this company to work in particular part
of campaign in order to increase the rate of response. With the help of this result campaign
strategies can be easily modified in order to achieve high rate of success (Gao, Rohm and Pagani,
2013).
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A successful email marketing can be done by Apple by following the CRITICAL
technique which includes:
 Creative: This refers to the design and layout of the email and feedbacks can be taken
from consumers in order to redesign and input some new changes in email.
 Relevance: There is need to email more personalised in order to increase the response
rate.
 Incentives: Provide the consumers with some goodies and perk in order to encourage
them for responding to your email.
 Timing: Email should be sent at appropriate time when a consumer can have a look and
respond to it accordingly (Atwal and Williams, 2017).
 Integration: Company must use the Integrated Marketing Communication in order to
promote the email by using several kind of marketing strategies.
 Copy: While considering the copyright for email the marketing team should consider all
aspects such as language, email signature and subject line.
 Attributes: There is need to highlight the attributes such as subject line and address of
senders in order to prevent the mail form being considered as spam.
 Landing Page: Make mails in such a way that encourage the consumer to fill the
available form in mail as soon as possible.
Thus it can be inferred that email marketing is an important component for any type of industry
to create an effective customer and firm relationship.
WEEK 6
Display advertisement
In order to determines effective advertisement on the display, Apple need to develop their
format channel. Therefore, they have to include following elements in successful aspect:
 Joining the developer program of Apple to use and place advertisement on news.
 Set-up I tune that based on the tools for managing agreements, taxes and banking
information with sales report.
 Setting up work bench to manage format and placement ads in the content.
In addition to this, with displaying ads set of assets needed in iPhone and ipod with touch
devices. Safe areas also required for the advertisement to accommodate for varying aspects ratios
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across the iPhone. Key design also including that assists to manage elements and
recommendations also made in the safe areas. Landscape orientation on iPhone is only supported
on the devices. In addition to this, pre-roll videos also display in the portrait and landscape
devise orientations. Interstitial video advertisement also based on the availability of Apple
inventory. With the help of native ads, display considered direct feeds. There are following
design considerations included that helps to accomplish effective results:
Assets: Assets may be produce JPEG, GIF or PNG. It includes specifications that are optimized
for the support to device. With the help of assets set, iPhone and iPod devices developed with
display advertisement.
Content safe area: Content safe areas required for the display banners that ensure consistent
display across the supported iPhone/iPod touch screen. It includes several key elements such as
copy, legal, key graphics, call to action, etc. These elements needed within the safe areas to
avoid and cropped.
Animation: Animation banners can be loop for the three times so that it cannot exceed the
seconds. Repetitive and rapid flashing visually not allowed (Amirkhanpour, Vrontis and
Thrassou, 2014). Therefore, it will support to activate and control the select items. Flick also
considered scrolls and pans quickly.
Interactions area: In order to ensure optimal interactive behaviours on the advertisement, ads
on Apple news must be given. Hence, it assists to adhere guidelines.
It is the best way through Apple can get more number of customers at right moment. At
this App, primary place exists where people come to find iOS apps. In fact, 65% of download
come directly from the searching on store of App. Further, Apple required start simply and
advanced insight. Hence, they have no need marketing expert so that few steps need to be taken
that helps to considered budgeting costs with tools, audience refinement and detailed insights.
With the help of design to give users a safe search experience needed that assists to find out
advertisement for new standards to deliver respecting user privacy (Gao, Rohm and Pagani,
2013).
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WEEK 7
Social media marketing
There are several options in social media marketing. Therefore, they can gain effective
results from open Apple account that make support to the business options. In this aspect, they
are using Twitter account which is make successful operations and functions in effective way.
@AppleSupport is the account which is known as Twitter account. This account is accumulated
with 121,000 followers. In addition to this, Apple is also keeping their promise to use account to
help people to reached out with questions. The company is able to robust their customer support
system which shows through Twitter account so that it recognise need which is more available to
customers. Expert of this system also predict that customer experience only grow in the next
decades. Social media is expected to play major role for the particular customer complaints.
Apple is the one of renowned name in the consumer electronics, cloud based services and
computer technology. Recently company had something of an aversion towards using social
media for the business. In order to develop the social media marketing, Apple is the one of the
world leading technological innovators. With the help of incredible highs and astronomical
aspects, the chosen organisation constantly proven time which unwilling follow the status as
well. It also creates same path which is very reluctance to tread the same for other successful
business that are transferred directly to the social media channel (Shankar, Kleijnen and
Morrissey, 2016).
Apple is also done their social media performance with extensive and influential
corporation. Because of the extensive and influential corporation, astronomically wide pile of
partner who want to use market app developers with own way for own benefits. In order to
explore using of social media one of the best and oddest thing is central account. It seems to case
across the prominent social networking sites. It lays completely unused on the Twitter and
Facebook so that information could be found on the unofficial page. In this way, electronic
equipments services will be managed that are likely involves social media strategy for the social
networking. Apple refuse to turn their heads towards the social networking and harness which is
considerably lucrative marketing opportunities at official level.
In recent time, Apple begun to integrate social media into the digital marketing strategy
with specific services as well. In addition to this, specific services are considered for active
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Twitter profile in App store that are run from September 2009. In this aspect, customer reviews
also taken in the systematic way (Yadav, Joshi and Rahman, 2015). Many customers also used
other businesses to register their account which require authenticate which gives message to
understand the problem that are happens from support of the App. It also assists to support the
contact information which never work to create effective results. However, Apple not using other
social media due to several reasons that are as follows:
 People makes high noise so that Apple reaches to the place to make their fans and
supporter. As results, the company using own social media elements such as Twitter,
Blogs, Facebook, etc.
 Apple is considered as the best elements which increase bet customer quality with
engagement of people. In this aspect, they can easily include engagement rate with
customers, services for people so that sales, customer retention and loyalty will be
enhances.
 Apple is considered as the most valuable brand in all over the world so that it create the
largest brand value change from the last several years.
WEEK 8
Mobile marketing
Mobile marketing is the art of marketing that assists to market to business for developing
outcomes in systematic aspect. In this aspect, mobile marketing provides customers and potential
outcomes for those people who are using smart phones with personalised, time and location. It
includes sensitive information so that people can get things that are actual required. Mobile
marketing is the future perspective aspect that assists to meet with development of the future
prosperity of the organisation. Therefore, it requires implementation of mobile marketing
strategy that are travelled for the spending of larger element that include engagement of time to
develop trend continue for the future.
Recent time, marketers struggling with basics of mobile advertisement so that they are
facing challenges from the traditional online ads. Therefore, Apple pushes towards traditional
online ads and behaviour driven model for iPhone users. Recently, Apple expected to release
next version for their operating system of mobile. In iOS 9 with beta version enables and
creating linking with other apps. Therefore, Apple is also prioritizing user retention over
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acquisition on mobile. In respect to create link with allow iPhone users to search for content
inside apps. In this aspect, ability also link to specific sections inside the app such as Google for
installed apps (Yadav, Joshi and Rahman, 2015). For instance, user also interested to find out
recipe which is easily found out in phone. Hence, it is the best tool for marketing of the products
and services. Following are certain advantages has been explains about the Apple to use mobile
marketing: Focus on relevance not selling: When Apple unable to work, the company need to
introduce their link with Facebook and Google which possess similar functionality. It
includes unified ecosystem that make significant changes with bigger installed base.
iPhone users also using these apps which is more consistently. Therefore, Apple
encouraging developers which includes index content and priorities the results. It is the
hopping that assist to avoid Google historical issues of spam and irrelevant results. Fluid app searches: In order to create link with iPhone users and company, they have to
search for the content inside apps such as documents from the Microsoft drive, regarding
events and calendar apps. Alternative searching for destination also bring information
about the accommodation and outcomes.
 Ad blocking: In order to update iOS, safari extension developers block certain kinds of
content. It includes pop-ups, images and displaying on Apple's mobile web browser.
Users those downloads content also make cleaner, faster, mobile web experience which
are unpolluted through ads and trackers. New facilities also included that actually
targeting and also necessary for the code that sits on the top pages. For the advertisers,
ads means new functionality which never affect to awareness to force marketers to move
from banner ads (Charlesworth, 2014).
WEEK 9
Business analytic
Business analytic defines as the skills, technologies, practices which make continuous
development in the business for exploration and investigation. In this aspect, Apple need to
enhance their performances to gain insight knowledge and drive for business planning. It assists
to enhance developing new insight and understanding of the performances that are based on data
and statistical methods as well (Westerman, Bonnet and McAfee, 2014). Business intelligence
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also include traditional that focus to use consistent set of metrics to measure past and guidance
for organisation planning. It makes extensive use of the statistical analysis which includes
explanatory and predictive modelling. It also includes fact based management that drive on the
decision making so that it is closely related to management services. In this aspect, also used for
input human decisions that are drive fully automated decisions in the organisation (Gulbahar and
Yildirim, 2015).
It is the practices that are developing outcomes and methodology which is iterative. It
makes exploration for the organisation data that emphasis on statistical analysis. Business
analytic also used by the organisation which committed to the data driven decision making. It is
the best way for Apple to gain insight from business decisions can be used for automated and
optimised business process. In the data drivel company, corporate assets and leverages exists
which make competitive advantages (Amirkhanpour, Vrontis and Thrassou, 2014). Successful
business analytic depends on data quality, skilled analysts who understand about the
technologies. It also committing in the developing objectives. There are two major areas of
business analytic techniques that break down in effective aspect. First element includes business
intelligence which includes examination of historical data that assists to get sense of business
department, staff members and team as well. Therefore, members are performed well tasks on
particular time. It is the mature practices in the enterprise to accomplish goals and objectives
(Dunlop, Freeman and Jones, 2016).
In addition to this, second area include statistical analysis. Therefore, it assists to
applying predictive analytic through determines statistical algorithms to make prediction about
the future performances. In addition to this, future performances of the products and services
developed with website design change. Hence, advance analytic techniques implemented that
assists to make cluster analysis. It also helps to group of customers who possess similarities
across the several data points (Gao, Rohm and Pagani, 2013). It assists to target market
campaigns. In Apple, following are specific types or business analytic include:
 Descriptive analytic that include tracks of key performances indicators to understand
present state of the enterprise.
 Predictive analytic also analysis trend of the data that assists to assess likelihood of future
outcomes.
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 With the help of prescriptive analytic, past performance assists to generate
recommendations about handle similar situation in the future (Leeflang, Verhoef and
Freundt, 2014).
WEEK 10
Strategic and planning
Strategic planning is the effective process of an organisation which assists to define
strategy, direction and making decisions accordingly. Therefore, it includes several tools and
allocating resources that are needed to pursue this strategy. It also extends to control mechanisms
to implementation of the strategy (Royle and Laing, 2014). It is the effective organisational
management activity that require set priorities, focuses on energy and resources, ensure
employees and other stakeholders. Therefore, common goals established with agreements around
the intended results. It also helps to assess and adjust direction in response to the changing
environment. It is the powerful efforts that are made to produced for fundamental decisions and
actions to create shape to make proper guidance (Watson, McCarthy and Rowley, 2013).
Apple need to make strategic plan with several documents that are used to communicate
with organisation goals and actions that are needed to accomplish goals. In addition to this,
critical elements also developed in the planning process to make proper exercise in systematic
aspect (Chaffey, Smith and Smith, 2013). Strategic plan is the important document that are used
to communicate about goals and actions that needed to accomplish goals. The chosen
organisation has responsibilities to collect relevant information with activities and process that
uses to make systematic coordinate and align resources and actions with strategy, vision and
mission. Strategic management activities transform static plan into the system which provide
performances feedback to make decision that enable to grow requirement. Strategy execution is
basically includes strategy management (Yadav, Joshi and Rahman, 2015).
With the help of systematic process, following steps would be taken in the Apple:
 Determines organisational readiness: In order to make effective planning, successful
results can be made through setting objectives and goals. It is the appropriate time and
activities that assists to take initiate in the Apple. It is the best way to ensure target
market (Lamberton and Stephen, 2016).
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 Develop team and schedule: In the strategic planning team, Apple require choosing
person who oversee the implementation. Therefore, it assists to make sure that key
individuals and decisions makers completing their targets with 12 to 15 persons.
 Collection of the current data: In order to collect the relevant data, Apple need to set
mission, vision, values. In addition to this, business plan need to make through collecting
current data that includes financial records for last several years (Fulgoni and Lipsman,
2014). Other information can be gather through SWOT, sales figures and projection.
 Review of the collected data: In this step, data need to be collect with taking several
actions with the strategy (Shankar, Kleijnen and Morrissey, 2016). It is the best way in
which trends need to take advantages that are made for plan of Apple.
CONCLUSION
From the above report, it can be concluded that digital marketing play very important role
in success of the Apple enterprise. In this aspect, there are different elements explains that assists
to create effective functioning in business. Therefore, the organisation will able to gather
relevant information towards the effective results. Report summarized about several weeks in
which digital marketing developed in the systematic aspect. In first and second week
introduction and SEO explains that assists to measure performances of the chosen organisation in
systematic aspect. Therefore, it caters relevant information towards the business goals and
objectives. Furthermore, it articulated about the PPC and email marketing that assists to frame
relevant information towards the business goals and objectives. Moreover, it develops social
media marketing and display advertisement that assists to create effective functioning in the
business unit. It is the best way that make successful objectives and goals for ascertain functions
and operations. Business analytic and strategic plan has been explains that assists to measure
effective functioning in enterprise.
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