LCB6000: Case Study - Digital Marketing's Impact on Apple's Image

This case study examines the impact of digital marketing on Apple's company image and reputation. It begins by defining digital marketing as a cost-effective, technologically-oriented approach with a broad presence. The study explores how Apple utilizes digital marketing strategies, including social media and online platforms, to communicate with customers and enhance brand awareness. While digital marketing offers advantages like global reach and cost-effectiveness, it also poses risks such as negative customer reviews and data security concerns. The literature review discusses various perspectives on digital marketing's impact, highlighting its potential to increase customer share and profitability while also acknowledging the risks of negative feedback and increased costs. Furthermore, the study mentions the RACE model (Reach, Act, Convert, Engage) as a key digital marketing strategy for converting marketing efforts into sales. The assignment concludes with a research methodology section, outlining the philosophical approach, strategies, and data analysis methods used in the study.

The impact of digital marketing
on the company image and reputation
a case study analysis of Apple company

Table of Contents
INTRODUCTION...........................................................................................................................3
Background..................................................................................................................................3
Rationale......................................................................................................................................4
Aims and objective......................................................................................................................4
Research question........................................................................................................................5
LITERATURE REVIEW ...............................................................................................................5
RESEARCH METHODOLOGY ....................................................................................................9
CONCLUSION..............................................................................................................................19
RECOMMENDATION.................................................................................................................21
REFERENCES..............................................................................................................................22

INTRODUCTION
Background
Digital marketing is one of the widely used method of marketing that is being performed
through digital platform. It is a technologically oriented marketing that would not only lead to
make marketing of the company in an easy mode but at the same time it is highly cost effective
with a broad presence. Digital marketing can be defined as that marketing which can be
performed through the mode of digital means and medium (Chaffey and Ellis-Chadwick, 2019).
It is one of the cost effective platform that enable the wide level communication and exposure to
the companies. It has a direct impact towards the grand image of the company. Apple plc is one
of the American multinational technology company that provide a wide range of electronic items
including phones, computer software, consumer electronics, online services and many more. It
was founded on 1976. It is one of the largest Information technology company which is well
known among the customers just by its name and brand image. Apple plc is a highly user of
digital marketing under which with the help of digital media and channel the company make
marketing of its product and services.
As per the changing technology and technological environment digital marketing is get
exposed and widely used by the company. Digital marketing would assist in making the
communication with the customers. With the aspect of digital marketing the communication and
awareness of the brand would be able to get explored with easiness. There are various channels
and mode of digital marketing through which the marketing through digital platform would be
able to get performed. This may include the use of social media including the Facebook,
Instagram and various other (MANUCHARYAN, 2021). Likewise, it may also include the use of
google and internet platform. In the same way it is to be understood that with the aspect of digital
marketing the company would not only lead to raise awareness of its product and services but at
the same time it is one of the cheapest mode of marketing. Apple with the aspect of using the
social media platform would able to know its potential customer views and aspects. This would
allow the company to take suitable action in terms of making an improvisation in its working
process and products. In the same way with the aspect of digital marketing Apple would not only
able to make exposed to its local customers but it would also allow the company to get exposed
to a wide range of customer across the national and international market. However, it has certain
limitations in terms of negatively affecting the grand value of the company. This is because a

single negative comment of the customers would lead to have a direct negative impact towards
the company in terms of decreasing sales and profit of the company. Also being exposed to
online medium and platform it would be impact the company and its image in terms of loss of
data or the data security issues.
Rationale
With regard to changing technological environment it is important to be note that the
companies would also adopt those changes so that it can move as per the changing situation.
Digital marketing is one of such move that is related with the pursuing of marketing through
digital mode. With regard to the Apple plc digital marketing play an important role towards the
grabbing of its objectives. Digital marketing would assist the company in terms of making a wide
exposure of its communication through a broad approach of digital and worldwide exposure
(Hanlon, 2019). This study will research the aspect that how the digital marketing would assist
the Apple plc in raising its brand image and reputation. This study will also show that how the
social media marketing would assist the company in its cost effectiveness. This study will also
analyse the various strategies of digital marketing which is used by the Apple company for
making a promotion of its products. This study will also show that how the digital marketing will
assist the company in raising of its brand image and reputation.
Aims and objective
Aim:
To analyse the impact of Digital Marketing on company’s image and reputation. A case study of
Apple Plc.
Objectives:
 To understand the concept of digital marketing.
 To assess the impact of DM over Apple company image and reputation.
 To analyse the different strategies of digital marketing which is used by the Apple
company for their product promotion.
 To recommend corrective measures that overcome the challenges of DM implications.

Research question
Q1. What is the concept of digital marketing?
Q2. What is the impact of digital marketing on Apple company image and reputation?
Q3. Explain the different DM strategies used by the company?
Q4. What are the corrective measures available to the company in order to overcome the
challenge of digital marketing implementation?
LITERATURE REVIEW
This is an important part of the research under which a review of various articles and
journals would be made inculcated. This includes the review of various authors with regard to
the concerned concept. This is one of the best mode of secondary research. The present literature
will review the concept of digital marketing along with its impact towards the brand image of the
company.
Concept of digital marketing
As per the views of Vieira and et.al., (2019) digital marketing refers to that mode of
marketing under which the communication and brand awareness with respect to the company is
spread through the use of digital platform and medium. this means when marketing with respect
to the company would be made as per the use of digital platform then it will be termed as digital
marketing. This is one of the most important form of marketing in which an inclusion of digital
media and channel would be made performed. Search engine optimization, e-commerce
marketing, e-books, social media optimization are becoming most common medium in relation
with digital marketing. This is the best mode of marketing that would assist the company in
widening the scope and mode of serving with respect to meeting the needs of customers.
Zhu and Gao, (2019) also states that digital marketing is the medium under which a
digital platform in terms of internet and online mode is included. This will lead to assist the
company in making a wide approach with respect to company so that they can along with serving
the local customers would also able to meet the needs of customers across the globe. Digital
marketing would lead to assist the companies in terms of meeting its objectives of targeting the
sales and profitability with the mode of worldwide communication with customers across the
globe. With the help of digital marketing the companies make communication at the broader
level which would lead to raise the customer share and market for operation of their operation.

Impact of Digital marketing on the brand image of an organization
According to the views of Dastane, (2020) digital marketing has direct impact towards
the brand image of an organization. Through the use of digital marketing the company would be
positively impacted in terms of increase in the customer share along with a raise in sales and
profitability of the company. The use of digital marketing would lead to assist the company in
enhancing the brand image in terms of raising of its popularity among the customers. Digital
marketing play an important role in raising customer acquisition so that more customers would
be acquired by the company that would lead the company to accomplish its objectives in terms of
attainment of high profitability. Likewise, as it is made performed on the digital platform which
would let the company to expand its coverage and enable it to deal at global level. In the same
way with the use of social media optimization along with company the customer can also make
communication to the company which would enable it to understand the views of customers that
would further lead to make modification in the selling strategy or the marketing practice of the
company so that along with company’s objective the customers need would also be satisfied.
However, on a contrary note Maharramli, (2020) annotates that digital marketing has a
negative impact towards the company and its brand image. This is because being an online
platform the use of digital marketing would lead to negatively impact the company because any
negative comment that would be made by the customer towards the company over the digital
platform would lead to spoil the entire brand image and reputation of the company. This shows
that the use of digital marketing bears the risk of impacting the brand image of company in terms
of negative reviews and comments. In the same way author also said that the use of digital
marketing would lead to negatively impact the company in terms of raised cost and expenses.
This is because a lot of cost is being required for digital marketing while making it compared it
with the normal mode of marketing. This will further be assisted with the aspect of making an
engagement of professionals and providing of training by the company to its employees
regarding the use and operation of digital marketing.
However, on the same side Alamsyah, Ratnapuri and Aryanto, (2021) elucidates that with
the use of digital marketing the companies can make raise of awareness of the company and its
products in the market which would assist the company in enhancing the brand reputation and
image in the market. as digital marketing is counted as one of the best communication medium

through which companies can make communication to its customers that would further play an
important role in raising of brand image and reputation of the company in terms of making the
customers the aware about the company and its concerned product just by having a look to it. It
will help the company in creating an identity of itself in the market.
On the other hand, Wang, (2020) also said that the digital marketing along with
enhancing the brand image of the company would further assist in raising the sales and
profitability of the company. This is because with the mode of digital marketing the company
can make exploration of the market that would enable the company to join a large share of
customer which will further assist in enhancing the sales of the company. As digital marketing is
made through various channels that would along with rising the popularity of the company also
assist it to have more customer coverage that would enhance its sales and profitability in the
broad terms.
DM strategies
Riva and Pilotti, (2021) also states that RACE model of digital marketing play an
important role and counted as one of the major strategy of digital marketing in availing and
grabbing of opportunities by the company. This is because with the implication of RACE model
and its stages of Reach, Act, Convert and Engage the company would along with introducing the
concept of digital marketing would also assist and support in terms of making a conversion of
their marketing into sales. This is because as per the reach stage the company would react the
customers by enabling them to know that the company make online and offline sales of its
product. IN the same way through reach stage the company can reach maximum of customers
which will be followed with act stage under which company act with the use of its campaign and
moves. This stage enables the company to act as per its plan. The later stage is conversion under
which a firm make conversion of its marketing into sales and its goal wherein it makes sales with
the use of online and offline platform. The last stage would help the company in binding and
engaging the customers with the company through the mode of engagement. This includes
building of long term relationship. This shows that with the use of this model the company make
conversion of the impact of digital marketing in a positive manner towards its objectives.
Sangaiah and et.al., (2020) also states that the company would also adopt the practice of
social media optimization or email marketing as a digital marketing strategy with respect to its
business and operation. With regard to the social media optimization the company can use the

social media as a platform with respect to its marketing. Through the use of social media, the
companies can make post their advertisement or the communication on Facebook, Instagram,
YouTube and various other social media platform. Being holding a broad access and widely used
by consumers the use of social media as a digital platform would allow the company to enhance
its access towards customer and raise the brand awareness that would further assist the company
in enhancing its sales.
Corrective measure to cope up with challenges of DM
Bala and Verma, (2018) states that the company need to adopt various strategies in
relation with the cope with the challenges in relation with the digital marketing. This may
include the use of tight security towards the use of digital platform so that the company will be
protected towards the cybercrimes and attacks. This will also include the use of making of
adequate plans and policies towards the company’s operation so that no unauthorized threat
would impact the company. Likewise, with making a consideration towards the customer’s views
and perspective the company can easily dealt with the challenges that are associated with the
customer acceptance of the company’s product.
In the same direction Zhu and Gao, (2019) also annotates that the company need to be
active on the digital platform so that the changing situation and arising challenges would be
easily dealt with. With this strategy organization can make a view towards the changing situation
and market trend which would enable it to make deal with the challenges in relation with digital
marketing. Likewise, with the providing of education to the employees regarding the digital
marketing, its handling and associated challenges the company can easily meet and cope with the
challenges of the digital marketing.
Chaffey and Smith, (2017) also state that with the aspect of making of making an
adoption of strategy related with the advanced technology and making upgradation of technology
the organization can meet the challenges related with the technology and its changing trends.
With this measure the company can easily cope up with the changing technology and make its
marketing digitally active. This will also lead to enhance the sales of the company along with
assisting it to move as per the changing trends. There are various challenges which helps in
coping with the challenges of digital marketing which are denoted by prioritizing mobile content,
to find the time to be active on social media, great content should be created on online platforms,
allowing how the customers should engage in real — time, correcting the websites and making it

look easy for the users so that they are able to cope up with the digital marketing processes in
easy and effective manner. Email marketing should be done in proper and effective manner so
that the social media platforms are engaged in developing effectively and in appropriate manner.
This also helps in denoting the aspects through which digital marketing processes can be known
effectively through the promotion and advertising of the services and products of Apple Plc. This
is how the digital marketing can be usefully and skilfully be processed within Apple Plc.
Thus, as per the above literature it can be concluded that with the mode of digital
marketing the Apple Plc can grab various benefits that would lead to raise its sales and
profitability. With the use of digital marketing and its associated methods Apple can make
explore the market at wider level that would make it connect the customer across the world. The
digital marketing would also help the Apple Plc in raising the brand image and reputation of the
company in terms of creating brand awareness and reputation among the customers and the
market. However, with the presence of high price with respect to the product of the company its
sales would be negatively impacted in terms of low customer share and the profitability. This
would lead to negatively impact the company in terms of raising a barrier towards its objective
although it helps in enhancing the brand image of the company.
RESEARCH METHODOLOGY
Research strategy
It refers to the strategy with regard to research. There are usually two types of research
strategy that include the qualitative and quantitative method. Qualitative research is associated
with the data collection under which non numeric data is collected and analysed (Aspers and
Corte, 2019). With the help of qualitative research an in-depth analysis of the fact would be able
to get analysed while it bear the limitation that it does not analysed the numeric data. However,
with regard to the quantitative data the numeric fact and figures are collected and analysed
(Apuke, 2017). With regard to quantitative research the accuracy in respect of the research
would be able to get achieved. In the present research the qualitative method is adopted so that
the concept of digital marketing and its impact will be analysed in detail. This will lead to have
an in-depth study of the data in relation with the digital marketing so that its impact
Research approach

It refers to the process that is being adopted within the research. It is majorly of two types
that may include the inductive and deductive approach. In inductive approach the research will
begin with the analysis of the observation that will lead to the formation of hypothesis that is
followed with the development of theory (Signoret and Leroy, 2021). However, in case of
deductive approach the research will begin with the analysis of the existing theory that is
followed with the making of the of observation (Azungah, 2018). This means it is just opposite
with the inductive research. in the present research the inductive approach is followed that would
lead to make a detailed analysis of the facts. With this approach the qualitative data related with
the digital marketing would be able to get analysed.
Research philosophy
It refers to the belief of the researcher that would lead to make an analysis of the research.
It is also of two types that may include the interpretivisim and positivism. With regard to the
interpretivism philosophy the researcher play an important role in terms of making an
interpretation of the data (Alharahsheh and Pius, 2020). However, with respect to positivism
philosophy the scientific inquiry with regard to the facts and available theory would be made
(Žukauskas, Vveinhardt and Andriukaitienė, 2018). In the present research the interpretivism
philosophy will be used so that the data will be made interpreted adequately. This will lead to
have an adequate analysis of the data. With the use of this philosophy the qualitative data of
digital marketing in relation with the sales and brand image of the company would be able to get
analysed in detail.
Data collection
It refers to the collection of data relevant to research. it is one of the important step in
research methodology under which data is made collected in reference to the research. The data
can be collected mainly with the two sources that may include the primary and secondary source.
Primary source of data is counted as most authenticate mode of data under which the data is
collected directly from the source (SYLVIA, 2018). With the use of primary source, the data is
most authenticate and valid. However, in case of secondary sources the data is already collected
by other researchers. It will lead to have an in depth analysis of the data. In the present research
the data is collected from both the primary and secondary sources so that the data related with
the digital marketing in relation with the brand image will be able to get collected and evaluated

in detail (Islam and Islam, 2020). This will lead to assist the research in making a detailed
analysis of the information.
Sampling
This is one of the important concept in relation with the data collection and analysis. A
sample is a group of people that is chosen from the population and bear the same features and
qualities that is being presented by the entire group. In the present research a sample of 50
employees will be selected from the mode of simple random sampling so that the detailed
analysis of data will be made analysed. With the use of simple random sampling the analysis of
data in relation with the impact of digital marketing in relation with the brand image would be
able to get analysed.
Data analysis
This is one of the important step in relation with the research under which the data will be
analysed. Under this step the collected data will be analysed. There are usually two methods by
which data will be made analysed. This may include the thematic analysis and SPSS. With
regard to SPSS the quantitative data is being analysed under which the interpretation will be
made with the use of descriptive analysis. However, in case of thematic analysis the most
relevant theme in relation with the collected data will be made so that the data will be analysed in
detail along with the analysis of its various aspects (Castleberry and Nolen, 2018). In the present
research the data will be analysed through the mode of thematic analysis under which most
relevant theme in relation with the digital marketing and its impact with regard to the Apple Plc
will be made. This will lead to assist the research to have a detailed analysis of every aspect of
the concept.
Ethical consideration
Ethical consideration is one of the most important aspect that is related with the research.
It will assist the research in making it authenticate and valid (Ross, Iguchi and Panicker, 2018).
With respect to the current research the ethical consideration is implied in terms of signing of
ethical form by the responded which shows that the free consent is being taken from them. Also
a condition of making a voluntary removal of consent is given in the consent form which shows
that the responded can make withdraw of their consent at any time. In the same way it will be
kept ensured that the act of Data security and protection will be kept complied which will ensure
that the collected information of the responded will be kept secured and it will not be allowed to

get access with any person. In the same way the protection to data will be given in terms of
assigning an authorized signatory so that the data will not be accessed for unauthorized use.
Reliability and validity
This is an important aspect in relation with the research under which various steps will be
taken which ensure that the collected data is valid and authenticate. This also shows the
reliability of the data. In the present research the reliability will be kept ensured through the
mode of making an inculcation of reference list at the end that shows the data which is being
used in the research is not copied and it is just referenced. In the same way the reliability will be
maintained in terms of selecting the data from the authenticate sources that may include the
copyright journals and articles. With the aspect of making an consideration towards the using of
copyright data the reliability will be kept ensured.
Research limitation
This is also a common aspect that is related with the research that would limit the research.
In the present research the limitation is related with the cost and time element. This would arise
as limitation because with the aspect of research an increase in cost is a common area under
which the projected cost would raise. Likewise, with the aspect of time this is also a common
limitation that would include the extension of time as required and projected. The present
research also bears the limitation in terms of making an access to the employees of Apple Plc
with regard to the primary research because of the strict rules and regulation of the company that
would not allow to make sharing of internal data.
DATA ANALYSIS
Q1. What is the concept of digital marketing?
Options Frequency
a) Helps in promotion of brands to connect
potential customers.
30
b) It includes social media, web based
advertising etc.
10
c) Optimizing the content for web reading. 5