Comprehensive Digital and Social Media Marketing Audit: Apple Inc.

This report provides a detailed digital media audit of Apple Inc.'s marketing strategies. It examines Apple's digital media voice, content strategy, and the frequency of posts across various social media platforms like YouTube, Twitter, and Instagram. The analysis assesses the appropriateness of the content and evaluates the level of consumer and community engagement, including responses to comments and the impact of user-generated content and photo showcases. The audit also considers the use of digital media to showcase products, product specifications, and new features to attract consumers. Furthermore, it analyzes the firm's approach to discounts and the use of popular YouTubers for product reviews. The report concludes with an evaluation of the overall effectiveness of Apple's digital marketing efforts, drawing insights from consumer comments and the company's response mechanisms. The report follows the assignment brief requirements, providing a comprehensive and insightful evaluation of Apple's digital operations and marketing practices, supported by relevant academic and industry sources and APA 6 style referencing.

Running Head: DIGITAL AND SOCIAL MEDIA MARKETING: APPLE INC.
Digital and Social Media Marketing: Apple Inc.
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1DIGITAL AND SOCIAL MEDIA MARKETING: APPLE INC.
Digital Media Voice
Digital media voice is considered to be the description of the brand in an adjective.
This sets the tone of the brand and enables them to become popular in the market. This are
the jingles that catchy words that are being used by the company so that they can attract the
customers and can spread with word of mouth. This is vital for the company to understand
and implement as Apple Inc. also use voice for the digital media like “Think Different”. This
enables the company to grab the attention of the firm and enable them to gain the success in it
(Jackson & Ahuja, 2016). This is crucial for the organization to expand and quite appropriate
in the process. This will assist them to obtain the success in the process.
Apple Inc. Content
The organization mainly provide information regarding the product and the
technology that they are using so that they can grab the attention of the consumers. It is vital
for Apple Inc. to provide such information in their advertisement so that the consumers can
understand the value for the money that they are going to pay for the product (Baltes, 2016).
This is appropriate for the company like Apple Inc. who are dealing in technological products
to showcase the features so that they can flourish in the marketplace and can become popular
in it. In recent time Apple Inc. mainly focus on the product specification and new features
that have added in their product before any other company so as to lure the customers from
the marketplace.
Posts in Different Social Media
It has been seen that Apple Inc. posts their advertisement in YouTube as well as in
Twitter and Instagram (4.7 million followers) where the rate of posts is much higher than that
of the Facebook. This is so as people are more into YouTube videos and the company

2DIGITAL AND SOCIAL MEDIA MARKETING: APPLE INC.
displays their ads before any video by collaborating with the YouTuber and also
collaborating with the YouTuber from different country as well. The company also started
showcasing their advertisement in television as well, which was absent initially. This is
appropriate and rightly observed by the firm so that they can generate high revenue from the
marketplace (Lehman & Haslam, 2013). In recent time, Apple Inc. mainly focuses on the
digital media platform so that they can reach to the customers in less possible time, which is
essential for them to draw the attention of the consumers. The firm showcase the discounts
that they are providing to their consumers and assist them to obtain the success in the process.
Response
The firm responses to the consumers/community comment more in Twitter and
Instagram than that of the Facebook handle. This is so as the target audience are more into
Twitter and Instagram than that in the Facebook. To grab the attention of the consumers it is
very much vital for the organization in the growth process and requires special attention so
that they can become popular in the market (Ubillos et al., 2013). In recent time due to the
large follower base as well as consumers all around the world, the company is able to get the
positive response. The company also use popular YouTuber to review their product in their
channel so that they can become popular in the marketplace.
Comments and Photo Showcase
The comment of the consumers as well as community showcase the interest of the
audience as iOS software is more secure than that of the Android operating system. This
automatically assist the company to understand the potential audience of the firm and also
helps them to analyze the next target audience. This will assist them to expand in the
marketplace and to attract the customers in the process. The photo also showcases the demo
of the products along with the features in the process, which enable them to lure the

3DIGITAL AND SOCIAL MEDIA MARKETING: APPLE INC.
consumers from the marketplace and enable them to become successful in the process. The
comment can be evaluated with the help of the follower as well as customer base who are
reacting to the posts and commenting in them. This will assist the firm to look after the
potential target audience in the process so that they can obtain the success in the process.

4DIGITAL AND SOCIAL MEDIA MARKETING: APPLE INC.
References
Baltes, L. P. (2016). Digital marketing mix specific to the IT Field. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 9(1), 33.
Jackson, G., & Ahuja, V. (2016). Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), 170-186.
Lehman, G., & Haslam, C. (2013, December). Accounting for the Apple Inc business model:
Corporate value capture and dysfunctional economic and social consequences.
In Accounting forum (Vol. 37, No. 4, pp. 245-248). Taylor & Francis.
Ubillos, R., Perrodin, L., Waylonis, D., Jirman, S., Brody, S., & Mages, M. (2013). U.S.
Patent No. 8,456,488. Washington, DC: U.S. Patent and Trademark Office.