Digital Marketing Report: Apple's Strategies, SEO, and PPC Analysis

This report provides an in-depth analysis of digital marketing practices, specifically focusing on Apple's strategies. It begins with an introduction to digital marketing and its significance for businesses, emphasizing the use of digital tools for product and service promotion. The report then explores the significance of digital marketing, contrasting it with traditional methods and highlighting cost-effectiveness and performance measurement benefits. It delves into Search Engine Optimization (SEO), outlining the steps for achieving high search rankings, including website authority checks, social signal analysis, traffic rank evaluation, link audits, and website performance assessments. The report also examines Pay-Per-Click (PPC) advertising, digital display advertising, email marketing, social media, mobile marketing, and analytics, and their strategic importance. The report also discusses the strategic planning aspects of digital marketing and concludes with a summary of the key findings, supported by a list of references.

Introduction to Digital Marketing

TABLE OF CONTENTS
INTRODUCTION.....................................................................................................................................3
SIGNIFICANCE OF DIGITAL MARKETING.....................................................................................3
STEPS TO SEARCH RANKING PERFORMANCE.............................................................................5
PAY PER CLICK......................................................................................................................................7
DIGITAL DISPLAY ADVERTISING.....................................................................................................8
EMAIL MARKETING...........................................................................................................................12
SOCIAL MEDIA.....................................................................................................................................13
MOBILE MARKETING........................................................................................................................13
ANALYTICS...........................................................................................................................................14
STRATEGIC AND PLANNING............................................................................................................14
CONCLUSION........................................................................................................................................15
REFERENCES........................................................................................................................................17

INTRODUCTION
Digital marketing is considered as one of most essential section for every business firm
because it assist in developing business opportunities. It has been noticed that digital marketing
is referred as marketing of products and services using different kinds of digital tools. In this, use
of internet is also being referred to have better outcome. With an application of digital tools the
products and services awareness can be developed within target market. Digital marketing's
development since the 1990s and 2000s has changed the way brands and businesses use
technology for marketing. In this, companies can focus on effective visual presentation so that
goals and objectives can be accomplished (Andrews and Shimp, 2017).
In present report, the digital marketing application within Apple will be discussed. With
an effective understanding of key values related to digital marketing the overall practice
significance can be advanced. In present study the information about tools and technologies
related to SEO will also be presented in order to have appropriate outcome. Along with this, PPC
strategy significance in business development will also be referred properly as it will assist in
meeting key goals and objectives. Digital marketing advertising also promotes a business value
within market so such aspects will also be covered within the study.
SIGNIFICANCE OF DIGITAL MARKETING
Digital media marketing is considered as method that allows to have effective promotion
of business. In addition to this, it can be said that it is a form of marketing which allows to have
promotion of products and services with an effective use of digital tools. It means the customer
reach can be advanced effectively with an appropriate use of digital marketing. The key
objective is to promote brands through various forms of digital media (Dahlén, Lange and Smith,
2010). Digital marketing extends beyond internet marketing to include channels that do not
require the use of the internet. By having an effective consideration of such values the business
firm like Apple can easily advertise its products and services. For example, information about
Iphone X can be advertised on diverse digital tools. It will attract more and more customers with
an effective use of content and visualisation. With an application of diverse measures the
performance of Apple can be advanced in desired manner (Kehinde, 2011).
In addition to this, it can be said that traditional marketing technique is also being
adopted by Apple in order to have better promotion of products and services. It is considered as
kind of promotion and advertising technique used by companies. In this, business firm focuses

on the print advertisement, newsletter, etc. With an application of key traditional values the
company is targeting its customers (Gambetti, Graffigna and Biraghi, 2012). Along with this,
traditional marketing also cover television advertising in order to have better promotion of
business activities. In this company currently focused towards providing information about
features of IPhone and other products. It will advance the opportunities for the organisation so
that goals and objectives can be accomplished.
In present era the opportunity for digital marketing is highly impressive within Apple
because it allows to lead business towards impressive level of success. In addition to this, it can
be said that by having an effective consideration of digital marketing the Apple can attain
number of benefits. It has been noticed that cost of advertising can be reduced as compared to
traditional methods. Advertising on pages, magazine and radio demands a high cost due to
printing and other material (Percy, 2014). It affects the overall outcome in desired manner so
management need to ensure about it significantly. Moreover, the performance and effectiveness
can be measured in more desired manner so that better outcome can be accomplished. Use of
traditional methods needs complex process of collection and analysis. But in respect to digital
marketing it can be said that by analysing the traffic on online platform the performance and
effectiveness can be measured properly. Along with this, Apple can also use digital analytical
tools in order to ensure about the promotional campaigns (Vel and Sharma, 2010).
It has been witnessed that real time results can be attain by the Apple through effective
application of digital marketing. With a consideration of digital tools the company can easily
have notification in respect to number of subscribers, peak trading times, conversion rates, etc.
By having an effective evaluation of such values the issues in terms of business can be overcome
effectively (Armstrong and et.al., 2015). Digital tools also allows to have brand development
opportunities. It clearly indicates that with an application of tools and maintaining the quality
content on web portal the customers can be targeted in more desired manner. Adding value to
target audience can provide significant value and lead generation opportunities.
There are various digital marketing channels on which company can focus for sustainable
development. Classification of channels can be as search engine optimisation, pay per click,
email and video marketing. With an effective consideration of such values the overall application
of digital marketing can be advanced in significant manner. By having an appropriate reference
of such channels the performance of business can be boost at the online platform. Accessibility

to the customers in web can be advanced and lead business to the impressive level of success.
Analysis of key practices within organisation regarding key norms is beneficial so that long term
opportunities can be attained (Atwal and Williams, 2017). In addition to this, it can be said that
digital marketing analytics is considered as key norm which allows to have effective
consideration of development. Measuring the effectiveness of digital marketing is one of the
greatest challenges facing organizations. Businesses think of the metrics that typically
associate with a web analytics tool like Google Analytics -- traffic, bounce rate, unique
visitors, etc. By having an effective analysis of such values the issues can be overcome in
desired manner. In order to provide better support to the overall analysis the management of
Apple can also focus on analysis of information gathered from social media, email and blogs.
It helps in meeting long term sustainability and ensure that overall development can be
accomplished effectively (Chaffey, 2016).
STEPS TO SEARCH RANKING PERFORMANCE
SEO is considered as one of most significant process that allows business firm to have
effective promotion of products and services. It is a strategy which helps in transforming the
demands of search engines. Online presence over web can be advanced effectively through
SEO. It is necessary for business firm like Apple to focus on effective analysis of rankings so
that better decisions can be taken into account. Classification of steps can be as check website
authority, consideration of social signals, check traffic ranks, conduct audit link and check
website performance (Chaffey, Smith and Smith, 2013).
In addition to this, it can be said that checking website authority is a considered as step
where management need to analyse the key strengths of web portal. In this, management of
Apple need to focus on combination of domain and page authority. It can be calculated within
a range of 1 to 100 points as per the reference of 40 different signals. It has also been
witnessed that ranking can be classified in forms like MozRank, MozTrust and Link Profile.
Moz authority analysis provides a significant and quick analysis of site in a collective manner
(Killoran, 2013). It indicates that quick evaluation can be considered for analysing the
popularity of link or site. If the domain authority is low between the scales then it can be said
that website is new. In another step the social media platforms analysis is significant to
consider because it allows to meet long term sustainability. It indicates that activities of Apple
of social media platforms also need to be analysed properly and it affects the digital marketing

practice in significant manner. It has been witnessed that all the search engines including
Google and Bing are still using social signals to rank a website. It allows businesses to ensure
that they are having a better chance to attain effective ranking (King, Abrahams and Ragsdale,
2015). By analysing the number of visitors on the social media the popularity of website can be
measured. It will allow to understand the norms which are essential for sustainable values. If the
web portal of Apple is having low signal valuation then it can be referred as low popular website
on the internet. Such kind of situation means number of audience over the Apple web is also low
as compared to its competitors.
Traffic ranks checking is also significant aspect which need to be referred properly so
that better outcome can be attained. It is a factor which plays a critical role in determination of
website success. A web portal that have huge range of daily visitors that will be having a high
impressive performance. By analysing the day to day traffic the experts can easily analyse the
performance of website. The simple equation in this matter is that high ranking can be attained
through attaining higher traffic (Ledford, 2015). In addition to this, it can be said that analysis
also provides an information in respect to bounce rate which allows to ensure that low bounce is
promoting website in desired manner. Along with this, time spend on the site is also beneficial to
ensure about the performance of digital marketing activities within organisation.
After this, management of Apple also need to focus on the link audit. It also helps in
make sure that total number of links are equalling to number of people who provide value to the
website. On the basis of ranking process the decisions need to be taken into account so that long
term sustainability can be well maintained. Ranking of appropriate website can be decided on the
basis of backlinks. In this respect the number of factors need to be consider by management of
Apple. Classification of factors can be as total number of links, referring pages, referring
domains, blacklist type and anchor text distribution (Ryan, 2016). By having an effective
consideration of such values the issues can be overcome and lead business to impressive level of
digital tools analysis. Checking of website performance is also significant to refer because it
allows to evaluate the consideration of SEO. It also helps in ensure that visitor’s first concept is
being adopted in order to ensure about the need satisfaction. In order to have effective analysis of
website performance the management of Apple need to ensure about page load time. Along with
this, it is also necessary for me to have evaluation of total number of pages and their size. If web
portal is having low number of pages then it will lead business to impressive level of success

(Shih, Chen and Chen, 2013). It indicates that digital marketing process analysis covers number
of stages which need to be referred effectively from the manager of Apple in order to meet the
standards. In order to have improvement in SEO ranking the management need to ensure that
website and tools are only presenting relevant content, update the content regular basis, use
alternate tags, etc. It improves the website performance and allows to have better opportunities in
the market.
PAY PER CLICK
Pay per click is known as method of advertising under which companies focuses on
internet services to increase the traffic on web portal. However, in this the cost to the company is
dependent over cost per click. It means on every single click the company or advertiser need to
pay some specific amount to the publisher. In order to have analysis of PPC the management of
Apple need to focus on the comparison of activities with other participants in the market. It
means if Apple website is having high number of clicks as compared to its competitors that
means the current strategy is beneficial for the organisation (Springborn and Barford, 2013).
With a consideration of such valuation the management can easily identify the current position of
website on the portal. In this, through having an analysis of price comparison analysis the
business performance in context to PPC can be analysed significantly.
Other than this, the Apple also need to focus on the analysis of competitor unique value
proposition. It means the management need to analyse the key factors of competitors PPC which
are offering them a key benefits in terms of attaining better traffic. By having an effective
analysis of information the issues can be resolved in order to lead business towards impressive
level of success. It can be done by having a visit to the competitor’s website to have analysis. It
means experts need to observe which kind of content is being used by competitors to have
effective development (Stokes, 2014). By having an analysis of key value proposition it can be
understand that which kind of factor, company can adopt in order to have sustainable
development. Along with this, company can also focus on self-analysis in regard to have better
opportunities. It means by having an analysis of diverse factors the key performance indicators
can be analysed properly.
In addition to this, it can be said that by having an analysis of search result advertisement and
calls to action the management can have sustainable development. It means the Apple can focus
on search of advertisement and their existence on the web. If the published content is easily

accessible then it can be said that PPC is being adopted effectively from the management (Tiago
and Veríssimo, 2014).
There are number of methods that an Apple can employ in order to have improvement in
Pay Per Click. It has been witnessed that things that are being observed in UVP need to be refer
properly. By having a changes in the content and PPC strategy as per observation the overall
process can be advanced in critical manner. As per the analysis the issues and weakness within
PPC structure can be identified. It will allow to make sure that long term changes are being
employed so that goals and objectives can be accomplished. Keyword selection also need to be
advanced on the basis of performance because it allows to meet the standards. With an
application of key norms the digital marketing norms can be advanced (Fritz, 2013). In addition
to this, it can be said that track everything is also essential so that overall performance can be
advanced. Pay per click helps in analyse that where the business exactly stands in the market. It
also assist in determine the cost over activities and their returns. By having an effective tracking
of cost and activities from the bingeing the key values can be understand in desired manner. The
biggest mistake business are making is jumping in blind and not diving into their data to find
ways to improve the performance of the campaign. One of key way to improve the PPC is to
have continuous analysis of facts and employ adjustments accordingly (Roberts and Zahay,
2012). Along with this, it can be said that by having collective PPC with the organic search
engine the overall performance can be advanced. It has been witnessed that the online
advertising is more effective to present an idea. By having a combined application of PPC and
search engine the Apple can easily attain top most position on the search engine results. It means
the integrated digital advertising is also beneficial in order to advance the overall performance. It
is necessary for business firm to consider listing of pricing so that decision can be taken into
account properly. If the Pay per click advertising cost is high as compared to diverse competitors
then it will impact the overall outcome. It means the costing selection is also need to be consider
for sustainable development.
DIGITAL DISPLAY ADVERTISING
Display advertising is considered as way to promote products and services on the web
through using visual effects. It means the content used in the advertising is mainly impact on the
perception through reference of text, image, flash, video. Key purpose behind the display
advertising is to have display of advertisement to deliver a message to the site visitors. It means

the overall development of such advertising is dependent over message which is being promoted
in the campaign. In addition to this, it can be said that by having a proper display about the
information of product and services the Apple can easily target its customers (Czinkota and
Ronkainen, 2012). It will attract more and more customers so that goals and objectives can be
accomplished in desired manner. In addition to this, it can be said that display advertising is
considered as form of online promotion that the company promotional message on the third party
sites or search engines. It allows to have better performance so that long term sustainability can
be attained in order to have business development.
In addition to this, it can be said that there are number of campaigns which are being
launched by the Apple in order to have promotion of its services. For example, company has
decided to launch the Apple Music advertisement with a help of display. In this number of
methods are being used by the management to ensure that promotion is being taken into account
properly. In other words, it can be said that Apple has introduced its worldwide advertising for
increase in sale of streaming music service (Wenming, 2013). In the campaign the company has
introduced various pictures and video in which cities like San Francisco, Tokyo, Toronto, Los
Angeles, and Mexico City are being displayed. In this respect the company has also introduced
its Apple Music banners so that more and more customers can be attracted. Along with this, key
objective in terms of music streaming service promotion is also being taken into account from
management.
APPLE MUSIC

Subscribe to Apple Music for your favourite song
Objective of the campaign:
 To improve awareness among target audience regarding Apple Music
 To advance sales of Apple Music and online music streaming services
Publishers:
 Company will present its campaign on Instagram
 Content regarding Apple Music will also be published on Facebook and other social
media platforms.
 Use of television advertising is also a better option to promote services

Ways to measure performance
 By having an effective consideration of traffic generation factor the performance of
campaign can be measured. The number of visits to advertisement will allow to
understand the significance and its impact on organisation performance.
 Analytical tools application can also allow to measure the total number of new sessions.
It means if individual has revisited the advertisement that means the level of interest is
high as compared to other.
 Click thru rate is also an option which can be referred effectively in order to ensure that
KPI are well maintained in respect to promotion of services.
 Analysis of conversion rate and changes in strategy is also a method that can assist in
improving the overall performance and lead campaign to great success.
EMAIL MARKETING
It is referred as act of sending a commercial message to the customers with a use of email
services. It has been noticed that application of email marketing allows to have effective sharing
of formal and commercial information with customers. With a consideration of such practice the
product information can also be offered to customers. It has been noticed that low cost is a factor
which can be promoted within Apple through having an effective consideration of email
marketing. Email marketing cost is low as compared to any other marketing tool. In this,
automated system can also be set out by the management to ensure that information email is
being forwarded to customers in a frequent manner (Simonson, 2015).
It has been witnessed that use of email also allows customers to have better sharing of
information with company. It means the executives can provide efficient and quick response to
customer with a help of email service. For example, customer has asked about subscription
charges of Apple music then executive can forward the information about the same to the
customer email. It will also improve the customer service support and allow to promote products
and services in desired manner. Along with this, it has been noticed that email allows to have
easy sharing of information which also assist in meeting key goals and objectives (Scarpi,
2012). With a use of email the special offers information can be shared with the customer over
email. It improve the market presence on digital platform and lead business to impressive level
of success. Segmentation need can also be accomplished properly because it allows to have
customisation of email to only customers that company wants to target.

Moreover, the issues that Apple may face in email marketing is that few of promotional
mails can be delivered with a status of spam. It means the email is in category which irritates the
customers. Design problem is also a critical issue which might affect the promotional technique.
If email formatting is not proper then it might affect the overall effectiveness in negative manner.
SOCIAL MEDIA
Social media marketing is considered promotional method in which companies focuses
on use of social media channels like Instagram, Facebook, Youtube, etc. By having an effective
consideration of such values the products and services can be promoted by the Apple. Key steps
that Apple need to follow for social media marketing are as creating objectives, application of
social media audit, create or improve the account, integrate the social media channels, content
improvement in advertisement, test the advertisement through sharing. It indicates that by having
a social media planning the overall performance of company can advanced (Mokhtar, 2015).
There are number of advantages that a business firm can attain through application of social
media. With an application of social media the brand awareness can be advanced so that long
term sustainability can be advanced. Along with this, inbound traffic can also be advanced
effectively so that corrective measures can be taken into account.
MOBILE MARKETING
Mobile marketing is referred as key area which assist in developing business at diverse
stages. It has been noticed that mobile marketing is referred as multi-channel marketing strategy
that allows to reach target audience in appropriate manner. Using smartphones and tablets that
promotion of products and services can be taken into account. It is necessary for management of
Apple to have better promotion of services so that engagement can be advanced (Simonson,
2015). Mobile marketing can also be sued in order to have better understanding of buyer needs
so that significant support can be offered. In addition to this, it can be said that drawing
out content for mobile devices, whether it is text, images or video, is simpler and less expensive
as compared with the same for desktops or laptops. It has been witnessed that mobile marketing
allows to have continuous development of integrated knowledge in respect to products and
services. Application is also a better option that allows customers to have better access to
company products and services. It also allows company to have direct interaction with customers
which also helps in maintaining good customer relationship. Use of phone in marketing is
beneficial for continuous improvement in promotion of services (Scarpi, 2012).

ANALYTICS
It has been noticed that google analytics is one of key option which can be employed by
the experts of Apple to measure overall performance. With a consideration of such tool the 360
degree analysis can be taken into account. It means the information provided on the digital
platform need to be monitored so that goals and objectives can be accomplished properly. Along
with this, it can be said that mixpanel is also a method which can be employed by the
management of Apple in order to have proper analysis (Mokhtar, 2015). Mixpanel is a great tool
for mobile, allowing companies to measure the ways people are using their site. It means the
perception of customers towards Apple mobile site and application can be understand through
use of such tool. Along with this, observation is also great technique which need to be referred
by experts in order to have appropriate allocation of tools. By having an appropriate
consideration of tools the issues can be resolved in desired manner. Also, application of
comparative measures between current and previous performance is also a great tool which helps
in analysing the information.
STRATEGIC AND PLANNING
Today most of large companies make use of digital technology that is search engine
optimization, social media sites such as Facebook, twitter, e-mail direct etc to make population
aware about products and services that is provided by the companies. The technological
company such as apple make use digital marketing in order to expand its business across globe.
In order to target more number of users to use their products digital marketing is used by Apple
Company. The company will target young population of the country while using digital
marketing (Wright and Yun, 2014). The goal of the company is to increase the percentage of
sales and also to increase the likes and twitter followers on social media sites. The twitter will be
used by apple in order to promote the services and products that is offered by the company.
The key milestones in digital marketing for apple is that it will pay attention on
development of media advertising. Every day the millions of people watch ads, TV commercials
due to which products of Apple Company will become popular and they will be more proffered
by customers and the sales of the company will increase due to this (Stone, 2014). When the
campaign of ad ends the manager can check whether the ads is fulfilling the goals of company or
not (Picard, 2014).

The resources that are required for digital marketing can be internet connection or an
account on social media sites. The company Apple can make use of Facebook and twitter in
order to promote its Apple products. They can create a page in Facebook where all description
regarding products of Apple need to be mentioned .The advantage of using a particular product
will also be mentioned to customers so that customers are aware about specification of each
product. The customer who have purchased product can rate apple products .This rating system
will help company to get a feedback from customers. They will be able to find out whether the
services or products is liked by people or not. The marketing that is done on twitter will help
apple to increase its followers. While developing the website of the company the content that is
need to be mentioned in doing digital marketing need to attractive and appealing from the
perspective of people. The people who are visiting the site of Apple must find it appealing .The
goals of the business need to be mentioned in that strategy properly (G. Taylorand Levin, 2014).
For an instance apple company will target young generation in order to increase its sales
and profit for new product iPhone 8.It will make use of social media Facebook, twitter etc to
conduct marketing. The website of the company will also be sued in order to make people aware
about this product feature and specification. Through Facebook the company can get likes for
that products and they will be interested in purchasing that phone (Hendrix, 2014). In this way
the company will be benefited from doing digital marketing. The vine can also be sued by
company as it will create a unique, commercial advertisements that will help the company to a
target its market. In a creative and fun way it will promote apple iPhone 8 mobile phones.
CONCLUSION
Thus summing up the above report it can be concluded that digital marketing has become
an important medium for companies in order to promote their product and services. With help of
digital marketing the company can reach out to more number of customers and get their feedback
about their products. The manual work will be modified with technology and spend of work will
also be increased due to which .The company will gain advantages as in an easy way that will
able to expand their market and business. The traffic that the website of company gets will be
assess by the digitalized marketing and strategies can be made accordingly. It will help the
company in the growth of the business. With differentiated preference this mix media such as
televisions or radio commercial can appeal to many customers. The digital marketing have
benefited the business in their growth and have also increased their sales and productivity in the

market. The resources that will be sued by company will also be less while doing digital
marketing this will save a lot of cost of the company. This saved money can be used by company
in another work.

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