Digital Marketing Dissertation: Impact on Apple UK Smartphone Industry

This dissertation delves into the multifaceted influence of digital marketing on the smartphone industry, with a specific focus on Apple UK. The study begins with an introduction outlining the background, company overview, rationale, research aims, objectives, questions, analysis frameworks, significance, and the dissertation's structure. A comprehensive literature review follows, exploring existing research. The methodology chapter details the research philosophy, design, approach, strategy, data collection methods, sampling techniques, data analysis, and ethical considerations. The core of the dissertation involves data analysis, including thematic analysis, discussions, and findings, leading to a conclusion and recommendations. The research aims to determine whether digital marketing is a boon or a bane for Apple UK, examining the application of digital tools and their impact on marketing activities. The study employs both primary and secondary data collection methods, including questionnaires and analysis of published resources. The dissertation concludes with recommendations for Apple UK to optimize its digital marketing strategies to increase profit and revenue, providing a detailed analysis of the current digital marketing landscape and its effects.

DISSERTATION
(Digital Marketing - Is it a
Boon or a Bane)

TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION....................................................................................................1
1.1 Background.......................................................................................................................1
1.2 Company overview...........................................................................................................1
1.3 Rationale of the study.......................................................................................................2
1.4 Research aim, objectives and questions...........................................................................3
1.5 Analysis and frameworks.................................................................................................3
1.6 Significance of the study..................................................................................................4
1.7 Structure of the dissertation..............................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
2.1 Introduction......................................................................................................................7
2.2 Literature review..............................................................................................................7
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................13
3.1 Introduction....................................................................................................................13
3.2 Research philosophy.......................................................................................................13
3.3 Research design..............................................................................................................13
3.4 Research approach..........................................................................................................14
3.5 Research strategy............................................................................................................14
3.6 Data collection................................................................................................................15
3.7 Sampling.........................................................................................................................16
3.8 Data analysis...................................................................................................................16
3.9 Ethical considerations.....................................................................................................16
3.10 Validity and reliability..................................................................................................17
CHAPTER 4: DATA ANALYSIS................................................................................................18
4.1 Introduction ...................................................................................................................18
4.2 Thematic analysis...........................................................................................................18
4.3 Discussion and findings..................................................................................................22
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................34
5.1 Conclusion......................................................................................................................34
5.2 Recommendation............................................................................................................35
REFERENCES..............................................................................................................................37
APPENDIX....................................................................................................................................41

CHAPTER 1: INTRODUCTION
1.1 Background
Digital marketing is the most important element of business success. In this regard, the
latest trends assist to grow all types of enterprises in 21st century. Vision to consider digital
marketing increases awareness and contributes in the successful outcomes. Business growth and
branding help to generate more revenue towards enterprise to focus and maintain the enterprise
results. However, digital merchandising is totally different from traditional marketing so that it is
important to implement and make business growth and profitability. In this regard, electronic
media is used such as internet, email, smart phone, etc. (Ryan, 2014). This platform is
completely positioned to make sure that consumer will be target with different tools. For
example, combined audience intelligence, directed delivery and configuration technology. With
the help of digital marketing every enterprise make development with advance results. There are
so many tools and techniques that help to go digital. For instance: Facebook is a preferred option
that helps smartphone industry to grow their operations and functions. To attract and retain more
customers is the primary goal of every business that makes plan to focus on digital marketing
(Digital Marketing: A boon or Bane? 2017).
Advertisement and marketing industry considers rapid changes over 15 years.
Development of internet era led with divergence of maximum consumer attention. With the help
of digital media forms, significant results would be attained successfully that enable with
smartphone, online advertisement campaign, etc. (Cantrell, Ganz and Vallone, 2017). Nowadays,
importance of smartphone is growing very fast so that its use considers around 64% from 35%. It
creates important role for marketers in term of usage that develop significant results. Smartphone
are not only receiving but also transmitters of information with specific marketing campaigns.
Usage of smartphone continuously grow and understand with using different campaign. There
are various elements of digital marketing that help to define different promotional activities and
deployed to reach towards all customers. For instance: SEO, SMM, PPC, Email, etc. With the
help of these tools, effectiveness increases.
1.2 Company overview
Apple is a British Multinational enterprise in the UK which is headquartered in London.
It is a private limited company. It was found in the year 1981 that designed products with the
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most powerful consideration. For the business, quality and standard are the most important
elements that help to design work as much as ways people live. Nowadays, it helps employees to
work with simple and productive performances (Buganza, Dell'Era and Verganti, 2015). It assists
to solve issues and problems through collaborating with shared purpose. All designed work
consider together is also in beautiful manner so that when people access to iPhone, iPad and Mac
they can do their work in the best manner. Technology is designed to create innovative results in
products which give better business decisions (Nam, Nam and Kim, 2015). With the help of
more intuitive and secure products, more than a hundred apps are introduced by Apple.
With the help of digital marketing, Apple UK considers iOS to improve their customer’s
services. Apple UK works with different experts in all over the world with several partners so
that it would be beneficial to lead with different companies in enterprise services. Mobile
strategy consulting, app development, support and back end system also integrated with
corporate network services (Buchanan, Kelly and Kariippanon, 2018). Entire experience is
simpler so that it assists to carry friendly relations among members.
1.3 Rationale of the study
Spending on digital marketing helps to ascertain significant advantages with online
business development. As a result, it will help to reduce expenses and increasing additional
profitability in different areas of the world (Critchlow, Moodie and Hastings, 2016). There are
most popular options available in front of Apple UK to implement digital marketing such as
Facebook pages, Google plus, Pinterest, LinkedIn, etc. With respect to implement digital
marketing, there are different options implemented to compete with other enterprises. Solution
also available to face challenges that are related with digital marketing.
With the help of present research and study, it can be said that digital marketing helps to
target maximum number of audience and increase market share as well (Muzellec and
O'Raghallaigh, 2018). Existing and start-up competitors also gain more fruitful results from this
concept implementation. Powerful online value proposition also helps to target and encourage
existing as well as new customers to engage with loyalty. Social, email marketing and blog also
help to create well enough information to address the weak points in research. Wasting money
and time through duplication also reduced successfully (Utilizing its Unique Limitations- the
Smartphone as a Digital Springboard, 2018).
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1.4 Research aim, objectives and questions
Aim: To identify whether use of digital tools for the purpose of marketing is a boon or bane for
smartphone industry of UK - A study on Apple UK
Objectives:
 To understand the concept and purpose of digital tools for smartphone industry
 To identify that whether digital marketing is boon or bane for Apple UK
 To interrelate digital tool’s implementation with marketing activities of Apple UK To recommend the ways through digital marketing assists Apple UK to increase their
profit and revenue
Research questions:
 What do you understand by the concept of digital tools for smartphone industry?
 What are the purpose of marketing being boon or bane for Apple UK?
 How to interrelate digital tools implementation with marketing activities of Apple UK.?
 What are recommendation you provide through digital marketing implemented in Apple
UK to increase their profits and revenue?
1.5 Analysis and frameworks
In order to undertake the present study, researcher needs to collect appropriate data and
information from different sources that help to find relevant results. This research report is based
on authentic sources so that information which is collected by researcher is appropriate.
Furthermore, present study is based on qualitative approach to analyse and interpret data from
different sources. Along with this, information and data gathered that applicable for primary and
secondary techniques (Charan and Dahiya, 2015). Questionnaire has been prepared to design
survey and secondary information that is gathered from all published resources. Apple UK is
also able to find relevant information from different journals, books, articles, magazines, etc.
Hence, it assists to investigate the effect of different systems to assess importance of digital
marketing. Along with this, it is also useful to find that digital marketing is boon or bane.
Along with this, it determines relevant work from different sources that helps to
understand new system in market which also assists to analyse study. There is one another
approach qualitative which would be considered as framework to understand different outcomes
in an effective way (Lobstein, Landon and Jernigan, 2017). Hence, researcher is able investigate
the effects of digital marketing on smartphone industry. Although, in the present research, this
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method has not been used because with quantitative information, researcher is able to get
appropriate information.
1.6 Significance of the study
Nowadays, world is moving from digital marketing so that it will create a direct impact
on different areas of life. It includes work and businesses that promote desired results to maintain
significant growth at workplace. Increasing use of smartphone and computer tablets make the
work easier and get more prominence (Torous and Roberts, 2017). It is also helpful in becoming
the factor of growth and sustenance of enterprise. Executives also help to make proper use of
digital marketing that increases internal communication with staff members and maintain
corporate training. Following is the certain significance of research study for digital marketing: Business relations: Smartphone and social media assists enterprises to connect customers
in an effective way. It assists to establish credibility towards particular brand with image
that is portrayed (Doorey, Wilcox and Eastin, 2017). It contributes part towards sales and
revenue increment in a successful manner. Furthermore, digital marketing also helps to
distribute information across the members to make success in business. Digital marketing: Digital marketing is also an important element that helps to create the
latest trend. However, enterprises are unable to accept the latest trends with new
customer segments and increase business opportunities (Nyheim, Xu and Mattila, 2015).
Hence, organisation creates planning with effective digital marketing strategy that
promotes products and the services. Time effective and cost effective: To consider digital marketing at workplace of
smartphone industry, there is less time and cost will be occurring so that it increases
larger amount of audience at a particular time. Connection and communication help to go
with digital medium that is less expensive and more effective (Cecere, Corrocher and
Battaglia, 2015).
 Brand image: Another significance of digital marketing is more effective and maintain
brand image as well. It assists to improve the image and establish credibility at
workplace. Customers of Apple UK, relay on particular brand so that it helps to make
positive brand image and contribute part for increasing sales and revenue (Charan and
Dahiya, 2015).
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1.7 Structure of the dissertation
With respect to consider present dissertation, there are different chapters considered that
are based on certain information and outcomes. It includes certain attributes to conduct research
so that research will be carried out in a significant manner (Dunlop, Freeman and Jones, 2016).
Following structure has been followed in the present digital marketing implementation: Chapter 1 Introduction: In this chapter, general information regarding topic and
dissertation presented. It helps to meet with overview and purpose of present research. It
helps to identify digital marketing either boon or bane. Therefore, in this section, aims,
objectives and research questions has been prepared that helps to identify information
regarding present topic. Furthermore, background, rationale and company information
also discussed that assists to carried proper research analysis (Torous and Roberts, 2017). Chapter 2 Literature review: In the present section, researcher needs to focus on previous
research reviews that are undertaken on selected topic. As per the aim and objectives,
different author’s views have been identified that are related with present research. In
order to carry effective research, digital marketing activities which impact on smartphone
industry are also identified to focus on reviews of published sources (Kotler, Kartajaya
and Setiawan, 2016). Chapter 3 Research methodology: In this chapter, researcher needs to assess different
tools and techniques that help to conduct present program. There are two types of data
consider such as primary and secondary. These information helps to investigate the
impact of digital marketing on smartphone industry. These tools and techniques help to
assess the business performance with designing quantitative information. Questionnaire
has been designed to conduct survey for particular research topic (Charan and Dahiya,
2015). Along with this, sample size has been taken is around 50 employees of Apple UK. Chapter 4 Data analysis: It is another chapter in which data gather and identify their
relevancy towards present research. It helps to focus on different resources that
analysishas been undertaken to carrying present research in effective manner (Nyheim,
Xu and Mattila, 2015). Chapter 5 Discussion and findings: It is the fifth chapter in which researcher consider
discussion and findings from data analysis. It would be beneficial to ascertain significant
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advantages in whole research program. With the consideration of effectiveness, it can be
stated that discussion helps to provide proper findings in whole program.
 Chapter 4 Conclusion and recommendation: It is last chapter in which researcher need
to make conclusion and recommendations on the basis of discussion and findings. On the
basis of different themes, literature review, etc. research conclusion and recommendation
has been made Along with this, suggestions are also made towards digital marketing that
helps to understand importance of smartphone industry (Nyheim, Xu and Mattila, 2015).
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CHAPTER 2: LITERATURE REVIEW
2.1 Introduction
It is the second chapter in which already published research has been undertaken with the
best knowledge and improvement. Effective relationship also helps to encourage different
customers in Apple UK. Different activities assist researcher to understand the importance of
digital marketing in business. Along with this, different author’s views have been identified that
help to understand that whether digital marketing is boon or bane (What “The Future of
Smartphones” Means for Digital Marketers, 2017).
2.2 Literature review
Concept and purpose of digital marketing for smartphone industry
As per the viewpoints of Bianchi and Andrews, (2015), digital marketing is an important
element in which manager considers several elements to make creative work performance. For
instance: developing, implementing and managing marketing campaigns that help to promote the
products and services. They play their roles majorly in smartphone industry to increase brand
awareness in digital space. It also assists to drive website to acquire proper leads and customers.
The latest digital marketing trends show that innovations also develop continuously which
particular discovered for business owners and marketers. On the other hand, Russell-Bennett,
Drennan and Burns, (2017) stated that digital marketing channels also includes different types of
activities that helps to reach towards potential customers and depends on level of integration and
tactics. Across the digital marketing strategy, it would be beneficial to create plan and
frameworks maps for reaching at all potential touch points. In order to understand the importance
of digital marketing, it can be stated that future activities must be developed to attract maximum
number of audience interaction with the help of email and website.
According to the point of Dzhandzhugazova, Kosheleva and Bondarenko, (2016), digital
devices also assist to improve the brand performance with implementation of different tools and
techniques. Digital platforms also help to create interaction on the present device that browse
plans and apps from major platform. Facebook, Google, Twitter, etc. help to increase customer
attraction. However, Taylor, Reilly and Wren, (2018) argued that digital media considers
communication channels for engaging and reaching towards targeted audience. It includes
different websites that help to include advertisement, email, messaging, search engine and social
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network. It assists to maintain more creative work performance through undertaking several
advantages. As per the consideration of different types of networks, it can be stated that
maximum number of audience attracted with profiles and their interaction with smartphone
industry. For products and services of Apple UK, it can be stated that promotional activities
continuously develop in the chosen enterprise.
According to the point of Charan and Dahiya, (2015), it can be stated that digital
marketing for smartphone industry develops systematic work performance to attain overall goals
and objectives. It helps to consider display advertisement with any digital medium. Different
methods of digital selling assist to implement content marketing, influencer merchandising,
content automation, data driven commercialism, etc. Different games must also be developing
for gaining advance results in business environment. With the help of digital marketing
background, different activities incorporate to increase business results as per customer’s
feedback. Messages also communicate with different channels that are known as digital
marketing. However, Bianchi and Andrews, (2015) argued that digital marketing possesses
special challenges that keep to work and used to capture receiver’s attention. It assists to compete
with different advertisements that exploit information in new marketing efforts. New approaches
also using for collecting effective data that highlights to understand about consumer behaviour.
For example: it analyses new forms of consumer behaviour such as Facebook, Twitter, etc.
Either digital marketing is boon or bane for Apple UK
As per the viewpoints of Nissen, (2018), use of internet is continuously growing day by
day so that it would be beneficial to consider digital media and technology. It assists to support
modern marketing that gives rise with different range of labels and jargons that are made by
academics and professionals. Digital marketing is most frequently used to focus and maintain
significant advantages. It is the generic term that is considered with several techniques, tools and
technology that are deployed to reach at customers for marketing of products and services. There
are more number of businesses that perform their functions in digital sector to analyse and create
more benefits as well. However, Dodson, (2016) stated that digital marketing is boon because it
helps to make communication easier among consumers and organisation.
With the help of effective platform, innovations and creativity are developed for several
products and services. It is exposed in brand for particular products that advertise directly at the
same time to make more challenging tasks. It is also stood in all over the world that saturated
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with virtual data. According to the views of Dhote, Jog and Shrivastava, (2015), it can be stated
that key aspect of digital marketing helps to enterprise and make effective work performances.
All these activities must be cost effective so that it can be stated that time is money or it helps to
save manager or business time. Internet also continue evolve with new technology so that it
emerges with new products and services and its quality that provided by Apple company. There
are so many advantages and disadvantages that could be seen with the implementation of digital
marketing.
According to the point of Russell-Bennett, Drennan and Burns, (2017), digital marketing
is known as electronic media which develops through email, internet, television, smart phone,
tables, etc. It is an activity that is completely different from traditional marketing. It is not known
by all people easily because skills and education level required to target and combined with
different tools such as audience intelligence, directed delivery and configuration technology.
Rapid evolution with digital marketing assists for advertisement and marketing. However,
finance and money are most important elements in any business so that digital marketing helps to
save money with development.
However, Dzhandzhugazova, Kosheleva and Bondarenko, (2016) stated that many types
of social media platforms and tools are available free of cost to promote the products and
services. It is the cost effective so that goods will be advertised so that promotional activities will
be cost effective. Time is known as money so that it is required for people to save it and do not
waste. More involvement and precision implement with spending so much time. When it is not
done properly, time and money; both are useless and wasted. Most of the platforms of
advertisement increases positive results that are present in marketing activities such as SMS,
social media, e-mails, Blogs, Apps, online portals, etc.
On the basis of views of Bianchi and Andrews, (2015), it can be interpreted that brand
image is likely to reduce more risk for instance group of individuals from any place in the world.
Every business considers different activities to increases brand image and meet with desired
results. Internet continues to evolve digital marketing. Define products and services also
marketed for future development in systematic manner. There are so many advantages to
implement digital marketing so that it is beneficial to look for develop more creative results and
revenue.
Relationship between digital tool’s implementation with marketing activities of Apple UK
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According to the point of Toyama, (2015), Apple considers the largest brand in UK. In
order to generate revenue, chosen company consist brand ranking for their products and services.
With the help of revolution, it can be stated that chosen business has many elements such as
Ipod, Iphone, Ipad, Itunes, etc. With the help of PPC advertisement, it can be stated that Google
or Facebook helps to increase sales revenue. Apple relies that different strategies of product’s
placement and buzz created a positive work performance within media. Marketing of Apple
depends on smart way which is created for customer attraction.
On the other hand, Dennett and Johnson, (2018) stated that marketing mix of Apple
include insight about effectively addressing market conditions with competitive landscape. This
is because; appropriate products, distribution, pricing and promotion helps to continue the work
with various channels. Globally, it is expanded with growing product mix that assists to admire
companies in whole world. Furthermore, the Apple support digital marketing to achieve success.
There are different kinds of products such as Mac, iPad, iPod, iPhone, software, etc. They show
current diversification in the marketing mix that helps to make proper product development
activities.
As per the views of Liberman, (2018), growth strategy of company continuously
develops with new products that are under development. Collaboration with the firms show that
marketing mix is extensive in terms of product variety to address needs in different areas of their
lives. Apple’s marketing incudes holistic approach towards distribution which creates several
advantages to reach at the market. Apple is an authorised seller that ensures control over
components of marketing mix. Different places for distribution is Apple stores, online Apple
store, telecom companies and fulfilment services.
Besides this, Leonhard and von Kospoth, (2017) argued that chosen company uses
different websites such as Amazon, eBay, etc. Third party also sells products of Apple online so
that it creates marketing mix which is comprehensive to exploit several products with using
online channel. With the help of promotional activities, company emphasises on premium image
and quality towards business products. Marketing communication supports enterprise to gain
position and reach towards more customers. In the selected enterprise, marketing mix
components consider advertisement, personal selling, sales promotion and public relations.
From the above description, Pavlik, (2017) explored their ideas and views that digital
marketing is boon. It is designed with ways for employees those work to develop effective
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