Marketing in the Digital Age

Running head: MARKETING IN THE DIGITAL AGE
MARKETING IN THE DIGITAL AGE
Name of the Student
Name of the University
Author Note

1MARKETING IN THE DIGITAL AGE
Executive Summary:
The purpose of the report is to construct a new digital communication campaign on the basis
of the evaluation of existent brand positioning. The brand selected for this report is Apple.
The paper presented current challenges and issues faced by Apple in regards with the current
market. In this paper, the responses for the current challenges were formulated by
constructing the positioning objectives. The paper concluded by presenting a summary of the
constructed objectives and recommendations.

2MARKETING IN THE DIGITAL AGE
Table of Contents
Introduction:...............................................................................................................................3
Discussion..................................................................................................................................3
Company background:...........................................................................................................3
SWOT Analysis of Apple for UK market:.............................................................................4
Segmentation and Targeting:.................................................................................................5
Current brand positioning:.....................................................................................................6
Brand positioning objective:..................................................................................................8
Brand Communication objectives:.........................................................................................9
Digital campaign:.................................................................................................................10
Conclusion................................................................................................................................13

3MARKETING IN THE DIGITAL AGE
Introduction:
Marketing is becoming complex by expanding the ability of facilitating customer
journey effectively. The marketers of brand are utilizing machine technology for the purpose
of building complex marketing programs and strategies which will be implemented
effectively for engaging and capturing customer interest. It is believed that 80 percent
customers’ interactions will be facilitated by the year 2020 without human effort (Palmatier
and Steinhoff, 2019, pp.13). The functions and theory of Marketing have evolved from
traditional word-of-mouth marketing to the concept of hand written to the print media and
finally transformed to existing digital as well as in electronic forms of media/channel
(Yasmin, Tasneem and Fatema, 2015, pp.69). The sole purpose of marketing is to be aligned
with the consumer requirements as well as motivations for the process of fostering
relationships (Ryan, 2016, pp.25). The main aim of the report is to construct a new digital
communication campaign on the basis of the evaluation of existent brand positioning. The
brand selected for this report is Apple. The paper will be presenting current challenges and
issues faced by Apple in regards with the current market. In this paper, the responses for the
current challenges will be formulated by constructing the positioning objectives. The paper
will be concluded by presenting a summary of the constructed objectives and
recommendations.
Discussion
Company background:
The American multinational company Apple Inc. specializes in constructing,
developing and selling consumer electronics, online services as well as computer software
and hardware products. The company was founded by Steve Jobs, Ronald Wayne and Steve
Wozinak in the year 1976 (Hsu et al., 2019, pp.323). The hardware products of Apple