Digital Marketing Strategy Report: Apple (UK) Case Study Analysis

This report provides a comprehensive analysis of Apple (UK)'s digital marketing strategy. It begins with an introduction to digital marketing and its importance, particularly for a company like Apple. The report then delves into a PESTEL analysis, examining the political, economic, social, technological, environmental, and legal factors influencing Apple's digital marketing success in the UK. The effectiveness of social web platforms in building the Apple brand is also assessed, highlighting key strategies and advantages. Furthermore, the report critically compares traditional and digital marketing approaches, evaluating their respective advantages and disadvantages in achieving strategic objectives. The report concludes with a summary of the key findings and recommendations for optimizing Apple's digital marketing efforts.

Digital Marketing
Strategy

Table of Contents
Introduction......................................................................................................................................3
Task 1 ..............................................................................................................................................3
PESTEL analysis that helps in understanding the success of digital marketing. .......................3
Task 2 ..............................................................................................................................................4
Effectiveness in building the brand using social web ................................................................4
Task 3 ..............................................................................................................................................6
Critically analyse traditional marketing with digital marketing in achieving strategic
objectives. Advantages and disadvantages for traditional and digital marketing. .....................6
Conclusion.......................................................................................................................................9
References .....................................................................................................................................10

Introduction
Digital marketing is a form of marketing products or the components of marketing on
internet or online based digital technologies including mobile phones, digital media and social
media platforms to promote goods and services. Nowadays digital platform is in huge demand
and it helps in increasing the sales of organisation and daily life activities as well. It can also
stated that consumers are spending most of their time in the online shopping websites or apps
rather than going to the physical shops. The discussion is based on Apple organisation, an
American multinational technology company, which was founded by Steve Jobs on 1 April 1976
and it has a major store is UK as well which symbolizes as Apple(UK).
The report includes PESTEL analysis that helps and increasing the success of digital
marketing campaigns. It also includes effectiveness and critical evaluation of the social web for
building the brand. In addition to this, the report suggest that how the organisation achieves
strategic objectives with the help of advantages and disadvantages of digital and traditional
marketing (Tatlow-Golden and Parker, 2020).
Task 1
PESTEL analysis that helps in understanding the success of digital marketing.
Apple (UK) is one of the most reputed and a recognizable brand in technology and
electronics. Researchers believed that Apple is an only organisation in electronic market which
has a strong revenue and high return of investment.
Political factors of Apple (UK): In United Kingdom, inequality in income is seems out
to be major political issue. The organisation has been a set target in the growing nationalism that
can be able to reduce the market share. Some other factors that has a major political impact on
the chosen organisations are reduction and increase in the taxes, bureaucracy, corruption, tariffs
and many others are some of the components which can be negatively impact on the organisation
Apple (UK). Therefore, if apple uses digital marketing or Facebook then there can be possibility
to increasing the advertising options and targets the audience. Apple is affected by introduction
of BREXIT in UK as the trade between UK and EU is now difficult.
Economic factors of Apple (UK): Cost advantages of apple products including
smartphones, watches can be affected by the increased labour costs. The headquarter of Apple
(UK) is in America, from which if the prices of the products increases due to some reasons

including market growth, rise in inflation and many others then it will automatically impacted
towards the increasing price of products in other countries including UK, India as well. Apple
has to take care of various taxation policies of different countries along with foreign exchange
policy in order to make sure that they are not affecting profits of company.
Social factors of Apple (UK): The products of Apple give a major impact on the
lifestyle of people and especially the younger adults who are between the age of 18 to 25. Some
social factors includes buying behaviour or habits, wealth, religion, education level and many
others. There is a backlash against stylish and expensive products among consumers in the
Europe and United States. The marketing strategy of Apple music has been created a good
resentment and led to public criticism from some major recording songs that could demolished
the brand's image. Social web is also turning the preferences of consumers on which company
needs to focus.
Technological factors of Apple (UK): It includes some variables that are being used for
evaluating the available alternatives and various technological capabilities. Market awareness
and intellectual property. IT is all about technology is taken into the consideration when talking
about the digital marketing. The efficient ways of websites and the close attention to customers
are all included in the technological factors (Zainuddin, 2020). Apple needs to bring in
innovation and make sure that they are technologically updated in order to stay in market.
Environmental factors of Apple (UK): It can be suggested that environment is a fast
growing consideration in the marketing. The major impact is on design, packaging and the waste
material. Apple itself created an opportunity which can able to fully accessible brand's
environmental positioning. Any positive changes in the brand can boost the profile and appealing
to the eco-friendly customers.
Legal Factors of Apple (UK): These are such type of issues which not only affected the
perception of brand but also affected the bottom line of the organisation. News reports indicate
that Apple is planning to enter another highly-regulated sector which helps the Apple
organisation to increase regulatory, insurance and litigation costs at Apple.

Task 2
Effectiveness in building the brand using social web
Building relationships with the customers on social media can be effectively increases the
good quality of relationships between the organisation and various consumers from different
countries. It can easily connect people who are far from a single area. Nowadays, digital
marketing has been genuinely increasing its potential and value on the basis of building a strong
brand of social media. Some good and effective ways which helps the organisation on building
the brand on social web are,
Faster and easier way of communication helps the organisation to reach any type of
customers. This type of components is quiet useful for increasing the communication between
two organisation, Business can be able to receive, review and respond to the customers
grievances faster and easier than ever before.
Networking and partnership: It is easily accessibility to connect with different branches and
have partnership with each other. It can be simply suggested that networking and partnership is a
type of general availability in the organisation. Even politicians and policy makers thanks social
media platform to easily reach with the consumers who are living in different areas even in the
rural areas. Partnering with huge brands is a great way to increase consumer base. It can also
help organisation in bringing innovativeness and creativity in the organisation.
Boosting the visibility: This component suggest that products features, launches, prices, design
and colour can be easily visible to the consumers. One of the example states that when Apple
products launches at the time of Covid 19 pandemic, people have been properly known about the
product from the date of launch to the features of the product. Brand visibility will successfully
help business to reach out to maximum number of consumers. It is necessary that promotional
tools are engaged towards increasing brand visibility.
Customers feedback: One of the great reason about of efficient building the brand on social
web is getting a feedbacks of customers so that the organisation get to know about what is
needed and what are the factors which is the priority to make the next best product of the
organisation (Sahu, Deng and Mollah, 2018).
If talking about building the Apple brand efficiently on the social web suggested that a
big part of the marketing strategy adopted by Apple is none other than the use of digital
marketing efficiency. The prices of their products is generally fixed and the features, launches

are generally made available to all the shopping apps and social media platforms. It can be also
simplify on the basis that Apple's marketing strategy is a popular benchmark for other
companies. The biggest digital marketing tips used by Apple (UK) are mentioned below. It
including
simplicity: the ads and contents that are available on the social media is completely
straightforward and on the basis of that 'let the product speak'.
Placement of the product: they uses that area of social marketing where influences are the most
such as Snap chat or Instagram.
Unique value proposition: A big part of the Apple marketing strategy is never involve in the
war of pricing. They generally have fix price ratio in every shopping apps and pricing ratio
(Matta, Gupta and Agarwal, 2020).
Comparison between Apple and Samsung to understand their building brand on social web
Before turning the sights of Apple, Samsung has been done the best efficient utilization of online
sources to reach the customers. But Apple has advances their digital marketing strategy so that,
they will increase the growth in the market and maximise various profit.
Task 3
Critically analyse traditional marketing with digital marketing in achieving strategic
objectives. Advantages and disadvantages for traditional and digital marketing.
Digital marketing uses digital channels including websites and the social media as a tools
of communication in the marketing. Nowadays people are using digital marketing that enables
them in increasing the efficiency and terminologies to achieve maximum growth. In comparison
to this, traditional marketing is a type of marketing that has offline based. It means broadcast,
direct mail, telephonic and billboards. This type of traditional marketing from newspapers to
radio helps to reach the target audience.
While having a market budget it is important for the small business to spend at the right
direction. For many businesses, right marketing decision is not quiet easy even it make a huge
differences in their results. Traditional marketing is a form of marketing which is based on a
convectional mode of the marketing and helps to reach out the market with the target audience
and it enables offline advertisements and promotional methods. Traditional marketing is a major

type of marketing which can be difficult to ignore because even at the time of digital marketing,
the traditional marketing can be demolished (Sahu, Deng and Mollah, 2018).
The traditional marketing is a fundamental aspects including some good selling
techniques based on 4Ps of marketing mix including product, price, promotion and place. It can
be suggested that traditional marketing is still effective but it is not a way make a product quiet
popular amongst the target market. These 4Ps of marketing mix are useful for digital as well as
traditional marketing. The 4Ps include Product: Marketing including digital as well as traditional marketing suggest that there is
a need to have a good marketing product which attract the customers. It includes
intangible services or a type of goods that fulfil the demands of the target market. The
essential components which have been included in the product are functionality, brand,
packaging and services.
 Price: After making and finalising the product, the next step is to fix the price. The
overall cost of product depends on how the knowledge and skills of the market have
because prices is always have a determining factor if talking about supply, demand, profit
and margin (Pal, 2019).
 Place: It is specifically implemented for the traditional marketing because availability of
offline stores. Apple organisation have an accessibility of online as well as offline stores.
 Promotion: It refers to the promoting of products on the online platforms as well as
offline.
Nowadays, in the advancing and the growing technology, digital marketing are achieving huge
success and profit. Some advantages and disadvantages of digital and traditional marketing are
listed below
Advantages of traditional marketing
 More interaction between consumers and the organisation: It has been suggested that in
traditional marketing people or consumers visit physical stores and have a good
interaction between the consumers and shopkeepers. Researches also states that it is a
great and reflective way to get connected and even they receive some knowledge about
the products so that they will be able to purchase the next best products and services
(Oluwasola, 2020). In other words, it can be stated that consumers have more variety and

quantity visible in the physical stores where they receive more interaction with the
shopkeepers or the company staff members. Availability of discounts and other prices: Traditional marketing can never fail in
attracting people which are based on discount prices and the especial sales.
 Easy to recognized and possibility of saving the hard copies: In the traditional marketing,
hard copies are systematically available which are from past decades. There is a need to
have recognizable products and possibility of hard copies (Sekerin and et. al., 2018).
Disadvantages of traditional marketing No control over timing of the local stores: It can be suggested that if a company has a
peak season going on or if a company is in great demand then there is a need to must
have prepared as a staff members because the local stores have no control over time.
According to the sources, Apple (UK) is the most lavishing and a fundamental
organisation which have a large size of buyers and sellers available in the organisation as
well as in the local stores. Therefore there is a need to properly divide employees and
their workforce or else employees are getting frustrated.
 Higher cost: In traditional marketing, return of investment may or may not be sure as
compared to the digital marketing. It is because the essential props that reflected in the
traditional marketing to reach the customers are newspapers or radio on which target
market has genuinely less than the actual (Balkrishna, 2020).
 It is a less engaging: It’s a more passive form of marketing, and there is very little actual
engagement. It consists of providing information to the customer and hoping that they
will purchase.
Apple and Samsung are still using traditional marketing. However Samsung is using
these methods in order to make sure that they are reaching out consumers. The cost of these
marketing techniques is huge and requires huge investment by Samsung.
Advantages of digital marketing Effective cost: It has been suggested that from the digital marketing there is a huge
possibility of return of the investment because some other apps which are specifically
made for the purchasing of products including Paytm, flip carts have their cashback
options available. From which people users are majorly refers to purchase the Apple
products with the help of digital marketing.

 Easily updated and adjusted: It states that digital technology is easily accessible and has
a feature available to easily updated. Also, editing the digital marketing campaigns which
includes various pictures and videos are easily made available.
 Global reach: The digital technology amazingly allows to make the product available
globally (Sunardi and et. al., 2020).
Disadvantages of digital marketing Less interaction: It is a major problematic function because some consumers believe in
talk and purchase things but in the digital marketing they simply have to trust the
advertisement and messages given on the bottom of products. Consumers do not receives
communication based knowledge from any local stores shopkeepers for the purchasing of
products and services (Sabaitytė and Davidavičienė, 2018). Security and the privacy concerns: It has been suggested that due to rising cases of cyber
bullying and cybercrimes, the data needs to be well maintained and secure, or otherwise
Apple does not able to have the best and quiet reflective security and the privacy
concerns.
 Dependability on technology: It refers to digital marketing must need 24*7 network or
internet available because of the complete dependency on technology. Also, even now
rural areas in all over the world are not properly developed due to which it gives a major
impact on the deficiency of the poor scope of digital technology (Park, 2020).
Digital marketing is effectively used by both of these organisations. Apple is however totally
dependent upon digital marketing and Samsung on other hand is using traditional and digital
marketing approaches equally.
Conclusion
The above discussion concludes that digital marketing strategy is the most important
strategy because it enables the consumers to get the best products so easily and efficiently. The
discussion includes digital marketing strategy of Apple (UK) and it is simplify that Apple uses
the most effective tips of digital marketing strategy and due to which even at the time of Covid
19, company made an enormous profit and success. PESTEL analysis has been mentioned above
which enables the organisation, to understand the external factors more effectively. Social web
or social media is seems out to be the best for efficiently building the brand on the basis of
digital marketing efforts. In addition to this, the advantages or disadvantages of digital and

traditional marketing has been mentioned below which suggest that how efficient and significant
are the two marketing strategies are.

References
Books and Journal
Park, S., 2020. Marketing management (Vol. 3). Seohee Academy.
Sabaitytė, J. and Davidavičienė, V., 2018. The analysis of internet marketing research directions.
Маркетинг і цифрові технології, 2(1), pp.7-20.
Sunardi and et. al., 2020. Peran Manajemen Keuangan dan Digital Marketing dalam Upaya
Peningkatan Omset Penjualan bagi Umkm Pasar Modern Intermoda Bsd City Kota
Tangerang Selatan di Tengah Pandemi Covid-19. Jurnal Abdi Masyarakat Humanis,
2(1).
Brill, T.M., Munoz, L. and Miller, R.J., 2019. Siri, Alexa, and other digital assistants: a study of
customer satisfaction with artificial intelligence applications. Journal of Marketing
Management, 35(15-16), pp.1401-1436.
Chamberlin, L. and Boks, C., 2018. Marketing approaches for a circular economy: Using design
frameworks to interpret online communications. Sustainability, 10(6), p.2070.
Sahu, N., Deng, H. and Mollah, A., 2018. Investigating the critical success factors of digital
transformation for improving customer experience. In International Conference on
Information Resources Management (CONF-IRM). Association For Information
Systems.
HIDAYAH, N., 2018. Analisis Strategi Digital Marketing Dalam Membantu Penjualan Living
Space Dan Efo Store.
Cennamo, C., 2019. Competing in digital markets: A platform-based perspective.
hki8okAcademy of Management Perspectives, (ja).
Yu, C., Zhang, Z. and Liu, Y., 2019. Understanding new ventures’ business model design in the
digital era: An empirical study in China. Computers in Human Behavior, 95, pp.238-
251.
Pal, S., 2019. Understanding the impact of marketing transformation on sales and marketing
alignment. Journal of Brand Strategy, 8(1), pp.48-57.
Tatlow-Golden, M. and Parker, D., 2020. The Devil Is in the Detail: Challenging the UK
Government’s 2019 Impact Assessment of the Extent of Online Marketing of Unhealthy
Foods to Children. International Journal of Environmental Research and Public Health,
17(19).
Sekerin and et. al., 2018. Applying interactive marketing methods to improve the quality of
university educational services. Calitatea, 19(163), pp.37-42.
Balkrishna, N.V., 2020. Web Presence Goals and its Contribution in Digital Marketing. Studies
in Indian Place Names, 40(11), pp.334-340.
Oluwasola, O., 2020. 9 Digital marketing communication strategies for private universities in
South Western Nigeria. Strategic Marketing of Higher Education in Africa.
Matta, H., Gupta, R. and Agarwal, S., 2020, June. Search Engine optimization in Digital
Marketing: Present Scenario and Future Scope. In 2020 International Conference on
Intelligent Engineering and Management (ICIEM) (pp. 530-534). IEEE.
Zainuddin, K.M., 2020. Role of Digital Marketing. Studies in Indian Place Names, 40(54),
pp.81-85.