Marketing in the Digital Age

This document discusses marketing in the digital age, focusing on the digital campaign strategies used by Apple Inc. to enhance their market value. It covers topics such as brand and company background, brand SWOT analysis, segmentation and targeting, brand position analysis, brand positioning objectives, brand communication objectives, and the potential impact on brand position.

Marketing in the Digital Age

Executive Summary
Apple Inc. is the American multinational company that design then develops as well as sells the
consumer electronics and even the online service. The organization is one of the big four
technology within the world, and it was founded in the year 1976. The market segmentation is
considered to be the process for driving the broad consumers and even the business market that
normally consisting of the existing as well as the potential customers within the market. The
organization maintains their segmentation criteria depends on the region, age, density, gender,
life-cycle stage, income, occupation, degree of loyalty and the benefits sought, then personality
and even the social class. The positioning of the brand is considered to be the marketing effort
that is effectively done by the help of the promotion as well as the advertising. Apple is having
the most suitable market position all over the world where they can grab the attention of the
customers.

Table of Contents
Introduction.................................................................................................................................................4
Aim of the report.....................................................................................................................................4
Brand and company background.................................................................................................................4
Brand SWOT analysis.................................................................................................................................5
Segmentation and Targeting........................................................................................................................5
Brand position analysis................................................................................................................................6
Brand positioning objectives.......................................................................................................................7
Brand Communication objectives................................................................................................................8
The Digital Campaign.................................................................................................................................9
Channels..................................................................................................................................................9
Platforms.................................................................................................................................................9
Message...................................................................................................................................................9
Audiences..............................................................................................................................................10
The potential impact on brand position..................................................................................................10
The ways campaign fits in the integrated marketing communication....................................................11
Recommendations.....................................................................................................................................12
Conclusion.................................................................................................................................................12
References.................................................................................................................................................14

Introduction
The paper discusses regarding the marketing in the digital era, and for that, the organization and
the brand Apple is being selected for maintaining the value of the firm. The paper even discusses
the digital campaign for maintaining the activity and the value of the firm most effectively and
suitably.
Aim of the report
The report aims to develop the digital communication marketing campaign for the organization
Apple to enhance their market value and their business process. The paper even aims to analyse
the market position and the situation effectively within the market for maintaining the value of
the firm.
Brand and company background
The organization Apple Inc. is the American multinational company that design then develops as
well as sells the consumer electronics and even the online service. The organization is one of the
big four technology within the world, and it was founded in the year 1976 (Apple (Latin
America), 2019). The organization server the area worldwide and they have more than 500 retail
stores all over the world. The revenue of the firm is almost 265.595 billion, and the operating
income is around 70.898 billion dollars with the workforce of around 132,000 people al, over the
world. This is one of the biggest brands in the market.

Brand SWOT analysis
SWOT Analysis
Strengths Weaknesses
 Unique ability to design as well as
develop proprietary software and
applications (Yasmin, Tasneem, and
Fatema, 2015)
 Strong brand image
 High-profit margin
 Apple is the leading technology
company all over the world
 Selling price is high
 The sale is dependent on the high-end
market sale
 The organization has only 7-8 products
in its portfolio
Opportunities Threats
 Expansion of the distribution network
all over the world
 Development of new and effective
product lines
 The level of competition is huge
 The rising labor cost in numerous
countries
Segmentation and Targeting
Segmentation
The market segmentation is considered to be the process for driving the broad consumers and
even the business market that normally consisting of the existing as well as the potential
customers within the market. The organization maintains their segmentation criteria depends on
the region, age, density, gender, life-cycle stage, income, occupation, degree of loyalty and the
benefits sought, then personality and even the social class (Kelly et al., 2015). The segmentation
of the firm helps them to understand the need and the satisfaction level of its customers within
the market. The entire activity of the firm is to provide the best products and service to the
customers within the market (Lipiäinen, 2015). For Apple brand market segmentation is highly
essential to develop the market and the valuation process within the field. The organization

maintains its market segmentation equal all over the world so that they can provide their best
service within the market.
Targeting
Targeting is the phase where the company targets its customers based on various phases to sell
their market and to maintain its market position. The target of Apple according to the age group
is considered to be the people under the age of 22-55 as they considered most of the people of
this age use electronic gadgets and other technologies. They even target both the male and
female for their products and the service provided within the market (Jackson, and Ahuja, 2016).
They also target people with hardcore technologies and gadget freak people for providing their
products and services within the market. Apple also provides the medium to high-income level
products then the young to the medium and the open segment's products to the customers for
maintaining their brand value within the market and to develop their market share (Spears,
Taddeo, and Barnes, 2018).
Brand position analysis
The positioning of the brand is considered to be the marketing effort that is effectively done by
the help of the promotion as well as the advertising. Apple is having the most suitable market
position all over the world where they can grab the attention of the customers. Apple is all about
providing the experience where it goes for the emotional branding that effectively felt in the
heart as well as the mind of the customers (Dunlop, Freeman, and Jones, 2016). The organization
reflects its core as well as the primary beliefs regarding the innovation than the design along with
the imagination regarding the development of the products within the field. The brand Apple is
considered to be in the position of the luxury brand which maintains the huge emotional
connection along with with the loyalty within the customers within the market (Mahony et al.,
2017). Various factors attribute the positioning of the Apple market all over the world.
The brand identity is one of the most effective factors that deal with the brand position within the
market. It deals with all the intangible assets like the culture than the employees and the brand
color and even the tag line of the brand along with the tone of voice (Ryan, 2016). This
eventually helps to maintain the customer value within the market and provide the most valuable
factor to the business. Then the product design, as well as the quality, is also considered to be

another factor that attributes for the positioning of the brand within the market. The organization
is facing some of the huge challenges regarding their brand position due to the high level of
competition within the market. Another challenge faced by the firm is to effectively
communicate with the customers and provide them the best product along with the services
within the market.
Brand positioning objectives
The brand positioning objectives of the firm are as follows;
 To effectively maintain the relevance of the firm by providing priority to the customers
regarding the brand appealing. If this is not done, then the brand would not be able to
take place within the consideration set within the market (Lipiäinen, and Karjaluoto,
2015).
 To effectively maintain the differentiation in the most critical and valuable way that
would help the key drivers for making the positioning of the firm success in the most
effective way. It is highly essential for the firm to maintain its brand in the unique as well
as the competitive offering position within the market (Taiminen, and Karjaluoto, 2015).
 To effectively measure the credible as well as the attainable activity of the business
within the market. If the organization is unable to provide the credibly offering, then it
would be quite effective that the customer is left with the empty promise from the firm.
The recommendations for the firm to deal with the positioning challenge of the business within
the market are as follows;
 The firm needs to develop its marketing strategy along with the online communication
activity to increase their sale in the next 12 months.
 It is also essential for the firm to maintain its product quality and enhance the software
and application system according to the latest technology and the market value to
enhance their position within the market.
 The organization also needs to develop their value and their business process within the
market for the betterment of the field to allow the value of the firm and to maintain its
business value.

 The organization also needs to use the most valuable process in their activity to maintain
the value and the business process within the field for the development of the sales value
of the firm in the next 12 months.
Brand Communication objectives
SMART objectives
Specific: To create the awareness regarding the functionality of the Apple products for
increasing the usability that also by changing the perception of the customers towards the service
as well as the product of the firm to capture 50% of the market in the next 12 months (Lobstein
et al., 2017).
Measurable: The spread of awareness among the people regarding the latest technology and the
communication factor help them to grab the attention and increase the market share by 20-30%
within the next 12 months. They are also targeting to achieve the maximum customer level
within the market.
Achievable: The target set by the firm is achievable as they have suitable and effective brand
value within the market that helps them to capture the market and the attention of the consumers.
Realistic: The goal is to develop the communication factor for the target market and set the
value of the price with effective working function. The firm has a realistic goal to develop the
value of the firm.
Time: The goal of the firm cannot be reached if they missed the deadline and they formed a
realistic development value for the firm to maintain its activity within the deadline.
The recommendations for the firm to develop its market value within the market are as follows;
 The firm needs to be genuine as well as honest for their communication for the
development of the process to maintain the activity of the field
 To effectively create the conversation for the development of the communication activity
in the field
 To manage the post some of the content for the pure fun as well as the customer
enjoyment for the development of the valuable process

 The organization needs to manage the leverage consumers than the generated content of
the firm to develop their market in the effective value of the firm
The Digital Campaign
Channels
The most suitable channel for the digital campaign is to develop the value and the effective
working function in the field. The most suitable channel for the firm is the email marketing then
the pay-per-click advertising than the search engine optimization and even the display
advertising and even the social media marketing for the firm (Mohr, 2017). These are some of
the factors that eventually develop the market to value their digital campaign process for the
development of the business process. The entire channel for the development process of business
development within the field of the most effective process to value the firm.
Platforms
The digital campaign platform is to develop their value to maintain its value within the field. The
platform that is effectively developed for video marketing is one of the main platforms to
maintain their activity within the firm. The digital marketing process is also developed within the
field for making their valuable activity to deal with the business process (McClure et al., 2016).
The business utilizes its platform to maintain their business process with the digital marketing
value within the firm to communicate effectively within the market (Baltes, 2015). The digital
marketing process for the digital communication process undertaken for the development of the
entire valuable process in order to maintain their activity in the business process for the firm.
Message
The digital campaign developed by Apple is to maintain their value and their effective process
within the field to analyses the valuable process within the field. The digital message that the
firm develops is to maintain their activity and their communication process for analyzing the
view of the market segmentation (Li et al., 2016). The effective message displayed within the
digital campaign process is to provide the most innovative and valuable process of working
function within the field. The unique value proposition is to maintain their activity and the value
of the process within the field for developing their market. The message also helps to develop

their unique value and the development process to enhance their market value and the field
within the market place (Opreana, and Vinerean, 2015). Apple develops their market and their
digital campaign to maintain the valuable process of the firm. The firm maintains its strategy to
value their market value for the development of the firm.
Audiences
The audiences of the digital campaign of Apple are most of the people that are social media
consumers and the millennial. The target audiences of the firm are the customers of the age that
develop their market value and their valuable process for maintaining their value within the
process for understanding their market share within the field (Buchanan et al., 2018). The
organization also targets the people on the social media channels that develop a valuable and
effective process for maintaining their working function within the field. The Apple campaign
segment their audiences in term of the young group than the old age people for develop their
market and the valuable firm to maintain their activity for the valuable working function within
the field (Marland, Lewis, and Flanagan, 2017). The segmentation for the campaign group for
maintaining their value for maintaining the business process for the most valuable process in the
field.
The potential impact on brand position
The potential impact of the digital campaign over the brand position is to maintain their activity
for valuable activity within the field. The digital campaign has a vital impact on the brand
position that values its market development for the development process of the firm. The brand
position is effectively developed with the digital campaign to deal with the situation and proceed
to maintain their value in the market (Wilcox, 2016). The positioning of the firm is effectively
developed by the firm to maintain its activity in the field and to develop value within the process.
The positioning of the firm is to maintain its value for the consumer perception to maintain its
value to maintain their activity for maintaining the process for marketing the entire activity of the
firm. The digital campaign is also highly effective for developing the value of the business and
their market share within the field. The positioning of the firm is effectively maintained for the
development of the valuation process within the field (Taiminen, 2016). The positioning of the
brand is developed for maintaining to design a valuable process for maintaining their activity

within the field. Brand positioning is effectively utilized within the field for maintaining the
value of the firm.
The ways campaign fits in the integrated marketing communication
The campaign effectively fits within the integrated marketing communication that allows the
business to maintain their activity and their value within the market. The campaign effectively
helps the firm to make its audience understand regarding innovation and the value of the
products within the market (Pereira, 2019). The marketing communication allows the firm to
maintain its value within the field and also to maintain the valuable products for the development
of the business process. The digital campaign has a suitable impact on the integrated process for
coordinating all the activities through their communication channels all over the world (Straker,
and Wrigley, 2016). The organization has effective marketing communication that is also the
goal of the firm as it effectively aligned for the organizational marketing strategy within the
field. In the business process, it can be effectively seen that the further activity of the firm is to
develop their business and the communication process within the field.
In every aspect of the field, marketing communication develops its value and the working
function effectively within the market. In most of the situation, it can be seen that the integrated
marketing communication makes the marketing activity of the firm more effective as well as
efficient that help the firm to maintain customer touch for delivering the consistent message in
the most compelling and the valuable way (Manser Payne et al., 2017). The digital campaign
helps the firm to develop their value and their business activity to deal with the market situation
effectively in the best and the suitable way. The digital campaign helps the firm to perform its
activity in the promotional process where the business has to develop their understanding within
the market (Roll, Emes, and Horst, 2017). It is highly developed for the firm to maintain its value
and the business activity within the field that analyses the process in the most suitable and
valuable way.
Recommendations
The entire value of the firm and the digital marketing process is effectively developed by the
firm are as follows;

 The firm needs to develop its value in term of the digital marketing process for the
development of the firm
 The firm needs to involve their communication activity and the suitable process for
dealing with the situation in the most effective way
 It is also essential for the business to analyses the entire process and the marketing
function of the firm by providing the suitable activity within the field by targeting social
media and other factors for the suitable and effective people
Conclusion
The paper eventually concludes that the organization Apple is one of the biggest brands within
the market and it needs to maintain its digital marketing process for developing the business
process in the most effective way. The paper also concludes that communication in the digital era
allows the firm to maintain their customers and their value within the market for the
development of the entire process within the field. It can also be concluded from the paper that
the entire activity and the primary strength of the firm are regarding that fact that it has a unique
ability to design as well as develop proprietary software and applications. The paper also
concludes that the organization maintains their segmentation criteria depends on the region, age,
density, gender, life-cycle stage, income, occupation, degree of loyalty and the benefits sought,
then personality and even the social class.
It can also be co0ncluded from the paper that the target of Apple according to the age group is
considered to be the people under the age of 22-55 as they considered most of the people of this
age use electronic gadgets and other technologies. The factor of the firm is to develop its
business and maintain its working function within the field for the development of the firm. The
paper also concludes that the target audiences of the firm are the customers of the age that
develop their market value and their valuable process for maintaining their value within the
process for understanding their market share within the field. The organization also targets the
people on the social media channels that develop a valuable and effective process for
maintaining their working function within the field.

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