Marketing in Digital World

This document discusses the concept of digital marketing and the challenges faced by marketers in the digital era. It also explores the impact of technology and social environment on Apple's iPhone and how the company adopts an integrative approach. The document emphasizes the importance of understanding digital marketing and the need for change in the fast-changing digital landscape.

MARKETING IN
DIGITAL WORLD

Table of Contents
1.0 INTRODUCTION.....................................................................................................................3
1.1 Challenges faced by those marketing the organization in the digital era.................3
1.2 Challenges to understand the need to change..............................................................3
2. Technological and Social environment impacts on I Phone and how much they are adopting
integrative approach...............................................................................................................6
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

1.0 INTRODUCTION
The term digital marketing may be defined as the marketing of any particular product or
services of a specific brand with the mode of any digital technique are commonly known as the
digital marketing (Chaffey and Ellis-Chadwick, 2019). Digital marketing must be done through
the use of the internet, computers as well as with mobile also, digital marketing is the process of
the advertising the particular brands products or services. There is the various method under the
digital marketing such as e-commerce marketing, search engine optimization, search engine
marketing and email marketing etc. At the present scenario there are many brands which are
using digital marketing for their growth for example apple uses digital marketing for their
products like iPhone, iPad. It allows apple not only to market their services and product but also
allows Apple for online customer support through 24/7. For apple brand digital marketing has
become advantage for their product or services.
Apple Inc. is an American multinational technology company headquartered in
Cupertino, California, that designs, develops, and sells consumer electronics, computer software,
and online services. It is considered one of the Big Four tech companies along with Amazon,
Google, and Facebook.
1.1 Challenges faced by those marketing the organization in the digital era
Digital Marketing can be understanding by picking up words separately “Digital” and
“Marketing” Digital is word describes about electronic technology which is now generally used
in every place either in stores, business and at home as well. Marketing is a method of promoting
product and services to a target market (Heizer, Render and Munson, 2016).
Digital Marketing means to promote, or to advertise anything digitally either it can be
product, services or to promote brand name.
1.2 Challenges to understand the need to change
The challenge which is generally faced by marketers is to understand need to change as
in today's fast changing digital environment it is very hard to know to meet this challenge Apple

company is making it's all product with an excellency and it is all because of their best marketing
research team as they are meeting all the expectation of customer. For example, I Phone product
of Apple Inc (Katsikeas, Leonidou and Zeriti, 2019). It is one of the most successful product in
whole world from many years because of meeting the needs of customer as per their demand like
I Phone is making changes in their every new product, as they have recently launched I Phone 11
in which they have introduced triple camera which was their latest change and in their earlier
product they had also introduced E SIM by making their phone dual SIM which was a challenge
to them. This is how apple is keeping them with success in market from long period (Kato and
et.al., 2015).
1.3 Keeping focus on taste and preference of customer
Taste and preference is big challenge. Digital marketing is not a small thing to understand
as it contains many factors, because from digital marketing, marketers can understand all the
need of customer as it is a big platform for any company. By digital marketing marketers can
know about their customer demand as what they are searching for and they can also find that
how many customers are daily visiting their sites and purchasing their product. Meeting demand
is a big challenge as there are many things which affects customers taste and preference like new
product by competitors, by giving new and stylish look to product, attractive packaging, and
other improved features and to meet this challenges marketers needs to be alert as market is
unpredictable. For matching demand of customer Apple's i-Phone makers are creating product
according to demand of customer like when customer was feeling that I phone camera is not so
good in night so for meeting their demand and to fight with this challenge they had just improve
camera by improving its camera quality (Swink and et.al., 2017). Apple is facing many
competitors now days like One Plus, Samsung and many other international brand so for being
better from these brands' Apple need create a different image in customer brand and present I
phone in such a way that people may not even compare their phones to other brands' phones, and
this is only possible when there are so many differences in their product and other brands'
product. It is a fact that unique thing always attracts others as people want to use that unique
thing and if they like it then they started using that thing for long period and want more product
like that with new changes and that's how apple is making a great image in consumer’s mind
(Mohan and Ali, 2019).

1.4 Knowledge of Digital Marketing
Having good knowledge of digital marketing is big challenge for marketers as it includes
so many things in it, as there are many things which can be done through digital marketing
(Nion, 2018). Promotion, advertisement, selling and creating image of brand in customer’s mind
can easily be done if marketers have a knowledge about it. And to gain knowledge about it
marketers has to collect all the information about the things which are part of it like which are
main apps through which marketing can be done example Instagram, Twitter, Facebook or many
other social sites and Marketing can also be done by this digital device like TV, and this all are
the main digital marketing resources which makes marketing much easier and also help in
covering wide area at less cost. This social sites can be used for marketing by posting post and
by making official pages. Apple is investing so much money in digital marketing by promoting
its product through Advertisement on TV, posting mini trailers on YouTube about their new I
Phone features, and also doing promotion through their official pages and bringing big star like
Robert Downey JR. and making their product famous by showing them on TV, YouTube
everywhere. Digital market is growing very quickly as it contains so much of scope. Amazon is
also a site which is a part of digital marketing and Apple is promoting I phone by making its
product available online. So that customer can directly purchase it without going to any shop and
that's the power of digital marketing (Boelsen-Robinson, Backholer and Peeters, 2015).
Budget Allocation
As budget is a big challenge while going digital sometimes you need a big investment. It
is not easy for marketers to make their companies name all over world as it need huge
investment as it contains high cost with it. Digital marketing is not limited with posting about
companies on social sites it is much bigger than it (Sterman and et.al., 2015). Apple is big brand
today as to make much bigger name as it is today, for that company has to make its positioning
in each and every customers mind throughout the world and it can only be done by digital
marketing, it is an only source which can make great impact in the mind of consumer in short
period. As Apple is very big company but also they have to spent lot of money in advertisement
which gives a great impact on the profit of the company as they have to bring big superstars on

their advertisement to attract customer. But in case of new comers it is very hard to promote
their product at high level because it consumes too much cost and without earning any amount
and doing large investment in digital marketing is not a good decision for any newcomer. So
budget plays very big role in doing digital marketing (Priluck and Topol, 2018).
Building Networks of Trust in a Digital World
For marketers it is very hard to make trust in this digital world, if digital market having so
much positive things with it then it contains so much negative things as well. In digital market
there is so much fraud which can be happened with customer and dealing with this fraud both
company and consumer had to be take full care. Because there are many unethical issues which
happens in digital world like showing same product at less rate and taking money from consumer
by selling them duplicate product, and there are many other things which can affect image of
company (Corbett and et.al., 2017). For avoiding this unethical issues Apple is using the best
security software in its I Phone which can't be break if anyone lost his phone and someone wants
to misuse the data which is in phone, and it can be said that this feature of I Phone attracts
consumer a lot. Building trust in public is not an easy task as it contains so many factors which
bring trust in consumer. Consumer only trust those things which make them feel secure either it
is any product or its service. In today's world there are many hackers who use digital marketing
in wrong way so to reduce fear of this type of problem I Phone provides best features to secure
their phones important data (Ryan, 2016).
2. Technological and Social environment impacts on I Phone and how much they are adopting
integrative approach
This section discusses the impact of changes in the technological and social environment as the
environment is changing the need to increase the technological and social analysis is very
important. Apple also have to adopt the analysis so that they can launch the IPhone 11
successfully and increase the sales of the company (Van Belleghem, 2015).
Technological impacts
Continuous demand for innovation

Apple is an apex organisation which is dealing in technological gadgets and new
advancements. So the company has to innovate its technology to give the customers more
satisfaction and also retain them from switching their products. As there is lot of competition in
the market of technology (Kannan, 2017). The company has to find new strategies to analyse the
product quality management and product diversification. As apple is providing mobile phones,
laptops, televisions, earphones, and many other devices which has a huge market share all over
the world. As it is very essential for apple to invest in research and development of its products
to innovate them and provide more advance technology which it easier to use and have more
feature in low cost. Apple need to analyse the consumer behaviour as the demand of computer
are reducing and cell phones are increasing so apple will have to come with some marketing
strategy which also boost computer's sale and also give a new market to its cell phones segments.
Apple will also introduce its cell phones to their customers with features equivalent to computers
in features and customers will also prefer phones to computer as they are handier and the cost of
making phones over computer is also high (Simpson and et.al., 2015). As apple is a standardized
brand and is a symbol of excellence is now copied by various local engineer which is also
affecting the sales of the apple. The company have to develop its new software which can't be
copied and the duplicability of technology will be solved to increase the sales of the company.
Cyber-crime
cyber-crime is the computer crime which is done by the help, of hacking, phishing or
spamming. The criminals can use the data to do the technology fraud by using the data of the
personal computer. Cyber-crime needs to be connected from the network so that it can easily
access to the files and documents which are saved on the same server. These crimes are
generally done in the banking sector to steal the money by entering the bank's server and
transferring all the money to their accounts. The criminals also use the cybercrime to expose the
person or to decrease the value of their goodwill in the market. Cyber-crime also has the power
to blow the national security or increase the terrorist activity by hacking the server of the
national defence system (Reid and Sanders, 2015). They hackers can also take all the passwords
and pictures and also can lampblack the person in return of money. Apple is the safest in case of
cybercrime as it does not allow any hackers to let them inside the system so easily. This is

because apple has developed an advanced software which is more effective than other operating
systems.
Different platform
Apple have also innovated new technology in storage of the data on cloud of apple's
server. The company have also provided a special service to their customers which also attracted
their customers to buy apple products. Apple have applied the new technological advanced
machines which help to increase the production capacity to meet the demand of the product and
it haves also applied technological changes in the management of the company to increase the
efficiency of apple (Alam, Wang and Waheed, 2019). Apple have also focused on implementing
the technology to make the employees of the company more punctual, and they come up with
new technological test which gave them better choices of employees while selection process.
The need of analysing the new market factors is very essential, and they have also come up with
the strategies to analyse what type of technology should be used to grow the company's market
share. Apple focuses on the customer satisfaction by improving their technology and doing
advance research and also provide many opportunities to the coming generation for internships
so that they can be motivated and learn the need of accepting technology in the society (Johnson,
2016).
Social environment refers to the physical and social setting in which an individual life. It has a
huge impact on I-phone which is being launched by Apple. This includes the following:
Social impacts
Price sensitive consumers
It has been analysed that from past so many years the use of mobile phones have been
increased. Thus, this can act as an opportunity for Apple to enhance or increase its revenue. It
has also been analysed that there has been a significant amount of rise in tablets and smartphones
(Mahadevan, 2015). Despite these opportunities, the company faces the social threat of
opposition against its business operations. Anti-Apple sentiments are mounting, questioning
business practices, such as the company’s lawsuits against third-party repair service providers
that repair products like the iPhone and MacBook. Apple can also engage in developing more
innovative and creative I-phones so that they are able to attract more consumers towards them.
This will help company in increasing their profitability and market share. When they will come
up with new features in I-phone then this will increase the goodwill of company. It will also

support firm in establishing their market in new places. It has been analysed that more use of
mobile phones has brought drastic changes in behaviour and lifestyle of people. So this can
become an opportunity for Apple to increase the liking and sale of the product. It will also help
Apple in creating new dimension of business (Murphy, Chen and Shapiro, 2017). It can create
opportunity for developing new business.
Compare quality through review
Apple I-hone has the huge opportunity that there has been an increase in dependence on
digital system (Al Ateeq and et.al., 2015). As more people are shifting towards technologically
advanced society, they have a more use of mobile phones. So, this is a tremendous opportunity
for Apple I-phone to increase their business and it will also help them in increasing their profit.
Apple is also engaged in performing corporate social responsibility that has supported firm in
enhancing their goodwill in market. This has helped them in satisfying consumers and
employees. Apple is also engaged in bringing out new technology, in their I-phones so that they
can influence more consumers in company. Also it has been analysed that company’s internal
approaches must also be aligned with the socio-culture trends which is going in and on in
market. This will lay a positive impact on the company, as it will also help them in creating
consumer loyalty. It will also support company in having a monopoly on global market. In past
years it has been analysed that there has been a significant increase in use of mobile phones has
motivated Apple to produce more innovative and creative phones, so that it can make work of
employees easier (Ivanov, Tsipoulanidis and Schönberger, 2017). When the profit of company
will increase, they can invest in any other business, which can also help them in increasing their
business in different areas. It will help them in increasing their profitability. Customer retention
This can become the threat for organization. For increasing the goodwill, company needs
to provide adequate training and learning to workers. So this training and learning can increase
the operational cost of Apple, which can reduce their profitability aspects. It can also hinder the
growth of Apple I Phone 11. These strategic concerns require that the company continue
improving its policies and practices, as well as its approaches to technological innovation
(Meredith and Pilkington, 2018). Company also needs to make policies and rules according to
the values and beliefs of employees. This can help them in creating loyalty of employees. It can
also help them in reducing the turnover which firm is facing in recent years. Company can also
lay focus on their Research and development department so that they can bring out new and

innovative technology to attract consumers. It will help firm in growing. These strategies will
also support them in expanding their market in global areas and establish the name of company
over there (De Pelsmacker, Van Tilburg and Holthof, 2018).
The new features of I phone 11all products launched by the company needs to be
understood by the employees so that they can also provide the proper information to their
customers. The proper knowledge of the employees will lead top customer retention as they also
should have the knowledge so that they can stand compare the advantages of I phone 11 Apple’s
product against their competitors’ products (Ueda and Ban, 2018).
CONCLUSION
In this report there was a brief study about how Apple company had to do marketing for
their products such as their mobile phones and tablets in the market and what was the
innovations which the company had done so far to attain the position. Apple also had to
understand the different factors which had put the effective strategies which made the company
more efficient as they also made their employees increase their skills and develop themselves
through training.

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