LCB6000 - Apple Case Study: Digital Marketing and Company Image

This dissertation investigates the impact of digital marketing on Apple's company image and reputation, utilizing a case study approach. It begins by introducing the concept of digital marketing and its significance in today's technological landscape, particularly for multinational corporations like Apple. The study outlines its aims and objectives, which include understanding digital marketing, assessing its impact on Apple's image, analyzing the company's digital marketing strategies, and recommending corrective measures for challenges. Research questions focus on defining digital marketing, evaluating its effects on Apple, exploring specific strategies used by the company, and identifying solutions to implementation challenges. The dissertation also includes a literature review, research methodology, resources, planning, and ethical considerations, culminating in a conclusion based on the findings. The document is available on Desklib, a platform offering study tools and resources for students.

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
REFERENCES................................................................................................................................1

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?

REFERENCES
Books and journals
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson uk.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. Sage.
MANUCHARYAN, M.G., 2021. THE IMPORTANCE OF DIGITAL MARKETING,
BENEFITS AND DEVELOPMENT PROSPECTS. In WORLD SCIENCE:
PROBLEMS AND INNOVATIONS (pp. 105-109).
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