Marketing in the Digital Age

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.