An Analysis of Apple's Integrated Marketing Communication Strategy

This report provides a comprehensive analysis of Apple's integrated marketing communication (IMC) strategy. It begins by defining IMC and its importance, then delves into the various marketing communication channels employed by Apple, including social media marketing, content marketing, and email marketing. The report highlights the communication objectives of Apple, such as enhancing brand popularity and expanding market share. Furthermore, it justifies the selection and integration of these channels, emphasizing their role in achieving marketing goals. The report then outlines a marketing communication plan for Apple, including goals, objectives, target audience identification, and the messages conveyed to consumers and employees. The plan also covers the selection of communication channels, budget allocation, and evaluation methods. The report concludes by summarizing the key findings and emphasizing the importance of a well-defined IMC strategy for Apple's continued success. The report aims to offer insights into Apple's marketing approach and provide a framework for understanding how companies can effectively communicate with their target audiences.

INTEGRATED
MARKETING
COMMUNICATION

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
ACTIVITY A...................................................................................................................................3
Marketing communication channels...........................................................................................3
Communication objectivesMarketing communication channels................................................5
ACTIVITY B...................................................................................................................................7
Marketing communication plan..................................................................................................7
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Integrated marketing communication is a concept wherein the company connects and
integrates the various channels of communication in order to deliver clear and understandable
message to the intended audience (Andrews and Shimp, 2017). The communication is the most
essential thing for the company as if this will not be clear than the company will not be able to
manage the work in effective manner. Thus, the present report is based on the company Apple
which is a multinational company headquartered in Cupertino in US.
The company was founded in the year 1976 on 1 April by Steve Jobs, Ronald Wayne and
Steve Wozniak as a company which deals designing and developing the electronic goods and
software. The current report will start by discussing the various channels of marketing
communication which are used by Apple. In the end the discussion will take place on the
development of the marketing communication plan of company.
ACTIVITY A
Marketing communication channels
The marketing communication channels are widely most important within business
strategies for developing new end targets and strong communication metrics among competitive
world where Apple aims to bring on wide synergy of innovation and diverse creative channels
through which customers can be attracted effectively. In the digital global world there are
various innovative communication channels for developed marketing through which companies
can reach larger audience within segregated parts of world with high profitability goals. These
marketing communication channels are:
 Social media marketing: Apple can effectively introduce its various innovative products
and services within the social media handles such as Twitter, Facebook and Instagram
where marketing is widely gaining high scope within global paradigms to attain new
development goals. Social media marketing is the new era digital marketing where young
audience and technology savvy commercial clients are widely looking upon to act on new
marketing determinants through which wider segments goodwill can be effectively
explored along with development of innovation to bring on wide synergy of profitability
within outputs. Social media marketing is widely known for bringing on best

advertisements through which customers can be developed with high efficiency as per set
competitive business targets and also enhance its reach globally (Yoga, Kerr and
Yuliant., 2019).
 Content marketing: The content marketing is one of the most prominent and effective
communication channel within digital marketing world gaining wide focus for
developing innovative advertising. Apple company lately factors growth with wider level
of programming its productive services through content marketing where blogs and
videos are recommended widely for reaching larger young audience. The YouTube
content marketing world for competitive advertising goals have been finding pace among
functional efficiency where Apple one of the most tech savvy brand effectively working
towards producing wider services and electronic gadgets which are the base for gaining
goodwill can be more innovatively promoted for gaining on higher profits among
competitive business scenario. Content marketing is one of the most resourceful
parameter where potential services can be enhanced among brand marketing for gaining
new profit goals for long term positional development.
 Email marketing: The marketing communication channel within email marketing channel
is also widely becoming one of the new phase where marketers are using up new
technology to contact directly with customers globally where it can be analysed that
preferences of various customers shall be directly served. Apple can effectively use up
email marketing communication channel for innovative marketing structure where there
are various metrics which further enhance goodwill along with profitability goals for
developing wider scope among customer’s market share. The queries of various
customers can be effectively promoted for wider functional efficiency by Apple where
there are various metrics through which wider yield of technical advancement shall be
built on. Print advertising and direct advertising are the various metrics through which
new relative synergy of innovation can be inbuilt among various customer’s preference
services where competitive global industry of electronic gadgets are gaining new phase,
levels of advancement onto new yield for functional efficiency. This can be understood
with the detailed business objectives where company highly focuses on wider vision and
formation of new working fundamentals onto which new synergy of informations can be

actively explored. Apple will be able to pertain new functional innovation on major
paradigms where there are larger use of innovative marketing communication channels
which further bring on more evocative parameters within keen innovation goals and also
to generate functional advancement.
 Sponsorship is also one of the new integrated marketing communication channel which
enables to advertise brand-new position fundamentals on various phenomenon to reach
among larger untapped market goals. Apple has worldwide reach as it has various
sponsors from all parts of world, and there are also various parameters through which
new marketing structures can be reached on.
Communication objectivesMarketing communication channels
 The marketing communication objectives of Apple can be understood from the fact that it
aims to be one of the most popular electronic gadgets brand with its premium quality
service and various innovative development coming up within various forms.
Communication objectives for entering into new country market share where there are
wide business opportunities shall be effectively worked on by working towards new end
targets and functionally use innovative told of communication for wider marketing
functions (Rėklaitis and Pilelienė, 2019).
 Apple also develops its target marketing for wider communication objectives for gaining
new synergy of innovation through which brand can be more competively advanced
among various levels. The company shall be working onto various levels of creativity for
developing its goals of technical advancement which yields onto productive profits and
goodwill among new customer’s segments. Apple aims to build wider functional
efficiency by producing various rational goals and quests for reaching among new levels
of innovation which further creates wider goals of innovative marketing expansion within
global scenario. The brand with using effective integrated marketing communication
channels will be able to produce best marketing goals where new functional paradigms
are effectively framed for attainment of larger objectives.
Justifications for selection and integration of communication channels
Justification for using up various innovative marketing communication channels which are the
content marketing avenues, web content development can be understood from various facts and

aims where Apple aims to be working in present and future scenario for gaining wider
communication metrics of strong technical advancement.
 Apple shall be one of the most innovative development brand where by using up of these
communication channels within digital media brand will be able to work onto wider
rational profits, keenly work with competitive consumer demands factors where there is
wide scope of development (Krizanova, Lăzăroiu and Moravcikova,2019). Apple shall be
gaining higher position of evocative advancement among profit levels with
communicative channels of best technology, websites advertising and marketing factors
where wider audience can be effectively reached within global world. The web digital
marketing is one of the most used up innovative marketing through which brand shall be
able to gain integrated communication channels and technical role programming among
competitive levels.
 Apple with selecting social media marketing communication channels shall be gaining
wider focus and synergy of innovation among various levels of digital world where there
is wider advancement available. Also social media marketing will enable brand to build
new scope and consumer segments within digital world where functional efficiency is
demanded among business scenario for reaching wider metrics of functional
advancement and determinants for gaining new levels of efficiency as per demanded
marketing scenario. The brand will be able to develop wider metrics of strong advertising
with high yield of innovation and rational goals of development among keen marketing
factors. The websites of various brands offer various attractive offers and digital
advertising is gaining wider scope within digital world where customers are segregated
effectively onto various metrics effectively and worked on as per demands where Apple
also aims to be one of the best digital gadgets brand (Chawla, Kowalska-Pyzalska and
Silveira, 2019). The justification also prominently explains that integration of marketing
communication channel enables to gain stronger working horizons, as developed by
brand vision and also to formulate wider goals which further yearn larger profits.

ACTIVITY B
Marketing communication plan
The plan is referred to as the various steps which are to be followed in order to attain a
particular objective. The marketing communication plan is defined as the strategy or a series of
steps which are used in order to provide the information to the target audience relating to the
product and services. The formulation of marketing plan is very essential as this clearly list all
the tactics and various channels of marketing used by the company in order to communicate with
others.
Goal and objectives
The goal and objective are the ultimate reason for which the company is existing and
with which the company earns and operate its operation. If the company is able to accomplish
the goal in the intended manner, then it is said that the company is successful in its running and
operations of the company (Percy, 2018).
The mission of the Apple is to “bring the best user experience for its consumer with
bringing innovation in the software, services and the hardware.”
In addition to this the vision of the company is that they “believe that the company is present on
the earth to make great product and services which are not changing.”
Communication objectives
The communication objective is the one which assist the company in managing and
attaining the mission and vision of the company (Key and Czaplewski, 2017). On order to
complete the present mission and vision of the company the various communication objectives
are as follows-
 To effectively communicate all the mission and vision statement with the employees of
the company in clear and effective manner.
 To increase the marketing and promotional activities by 20 % to increase the sales till end
of 2020. To provide the complete knowledge of the product and services to the consumer to
increase the number of consumer by 20 % till January 2021.
Identifying audience
The intended audience is the one for which the message is being specifically made and
need to be communicated. This is very essential for Apple to analyse in advance that who is the

intended audience. This is essential because of the reason that when the intended audience is not
clear then the company cannot make or draft the message. This is majorly because of the reason
that the message need to be made as per the requirement of the person for whom the message is
being created. For instance, is Apple is creating the message for the audience who only
understand English and no other language and if in this case the message is drafted in French or
any other language then this will be of no use. Thus, for the communication to be effective it is
essential for Apple to first decide for the intended audience. In accordance with the present aim
and objectives of the company and the communication objective it is clear that the major
intended audience for Apple is consumer and the employees.
Message to be delivered/ Creative content
In the present marketing communication plan the major message to be delivered to
intended audience of consumer is relating to the product and services provided by the company.
This is majorly because of the reason that if the consumer will not know about the features and
all other details of the product and services which the company is dealing in (Camilleri, 2018).
Here the company will try to communicate to the consumer all the details of the company’s
product and services to the consumer so that the consumer understands the utility of the product
and services and then they will decide that whether the product is necessary for them or not. If
not, then the consumer will not buy and if the product and services of Apple will be of use for
the consumer then they will purchase it.
In the similar manner the message to be delivered to the intended audience of employees
is also very necessary as if the employees will not work in proper manner then the goal and
objective of the company (Keller, 2016). This is majorly pertaining to the fact that when the
employees will work in effective manner then the company will attain all the objective. Thus, for
this the most essential thing for the company is to clearly communicate all the roles and
responsibilities of the employees in clear and effective manner. The major reason underlying this
fact is that when the employees knows in advance that what work they have to do then they are
able to meet the objectives of the business in effective manner. It is so due to the reason that
employees are the only person who actually works in the company and they need to be clearly
communicated with all the rules and regulations and all the requirement which they need to fulfil
to complete the task of company and satisfy the need and demand of the consumers.
Communication strategies

The communication strategies are the ways or measures through which the company try
to communicate with other people or with the intended audience. It is very essential for the
company select the effective communication strategy as if the strategy will not be effective then
the company will not be able to communicate in clear manner. The major strategies which Apple
is using to communicate with the intended audience of consumer are as follows- Avoiding interruption- this is the major strategy which is essential to be followed by
Apple at time of interacting with the consumers. This is majorly because of the reason
that if there will be interruption at time of communication with the consumer then it
might be possible that consumer does not understand the actual meaning of the message. Keep consumer informed- this is another important technique or strategy wherein the
company try to keep the consumer upgraded with all the latest information and details
relating to the produce and services of the company. This is essential because if the
consumer will not know about the latest trends in the product and services then the
consumer will not buy it (Ots and Nyilasy, 2017).
 Take feedback- this is another major important technique which will assist Apple in
communicating effectively with the consumers. This is majorly because of the reason that
taking feedback will assist the company in getting the views of consumer relating the use
of the product and services of company.
In order to communicate with the employees of Apple it is very essential for the management of
the company to communicate in clear manner (Kitchen, 2017). This is basically because of the
reason that when the communication will be clear then only they will know what they have to do.
The major strategies which Apple can use for communicating effectively with others. The major
strategies used by Apple are as follows- Listening- this is the most important strategy for the company to use as if the employees
will not listen to the management or the seniors then they will not be able to understand
the work in proper manner. Thus, for this when the employees will listen in proper
manner then they will be able to undertake the business activities in proper manner. Use of simple language- this is another strategy for Apple to use as this will assist the
employees in understanding the work in much easier and effective manner. Thus, when
the message will be in simple language then it will be easier and convenient for the
employees to understand all the work in similar manner.

 AIDA- further in order to effectively communicate, Apple with assistance of AIDA
model will create the message. This includes first developing attention of the consumer
towards the product. Further the next stage is of developing interest of the consumer in
product. This can be done b effectively marketing the goods and services in attractive
manner. After that the next stage is to create desire of product for the company among the
consumers. This can be done by offering different types of offers and discounts. In the
end the action is undertaken to sell the product to consumer in the intended manner as the
consumer desired for the product.
Selecting channels of communication
The channels of communication are defined as the ways or the medium through which
the company or any person can communicate with one another (Employee communication Kit,
2018). The effective use of communication channel is required as this will assist the company in
analysing the fact that how the communication will take place. The different types of channels
which are used by Apple in managing and communicating with the intended audience that is
consumer and employees are as follows- Face- to- face communication- this is the most essential type of channel through which
company can effectively communicate with both the intended audience. With the help of
this channel the company directly speak with either the employees or the consumers
relating to the work or the product and services of the company. This is a better option for
Apple as the company can analyse that whether the other person has understood the thing
in the intended manner or not (Đokić, 2018). Emails- this is another important channel through which Apple can effectively
communicate with the employees of the company. This is a type of channel of
communication which is written communication type and is used by Apple in
communicating all the policies and the roles and responsibilities of the employee with
them. Written letter- this is also another type of channel through which Apple can communicate
with the employees and the consumers (Naumovska and Blazeska, 2016). Under this
method the company writes in the official page of the company and then communicates
all the directives to the employees of the company. This is a good channel of

communication as this will assist the company and employees to keep this as proof for
future reference. Digital communication channel- this is another important channel which is helpful for
Apple in communicating with both intended audiences that is employees and the
consumers. This includes the use of various types of digital platforms like social media,
intranet and many other different types of digital platforms. This is helpful for Apple as
this will assist the company in connecting with employees and consumer in fast manner
and abide by all the direction provided by the company.
Implementing the plan
This is the most important step in the whole marketing communication plan and this is
due to the reason that if the communication plan will not be implemented in the same manner
then this will affect the working to a great extent. The implementation of the plan is defined as
the applying all the planned activities into action so that the plan can be executed in actual. This
is essential stage as if the intended activities will not take place in the intended manner then the
marketing communication plan will not be successful. Thus, for the implementation of this plan
the management of the company will allocate the duties to the employees who are capable of
undertaking the task. This is majorly because of the reason that when the company will
implement the activities then only it can be seen that the work is undertaking in the same
manner.
Measuring and monitoring success
For the plan to be successful the most essential thing is that it is monitored in proper
manner. The monitoring of the plan is referred to as the checking of the fact that all the planned
activities are taking place in the intended manner or not (Thaichon and Quach, 2016). For the
purpose of monitoring the plan the standard monitoring system will be used that is comparing the
planned and actual performance. Under this method Apple compares the actual performance
which the company has made with the planned performance. This is a good technique for the
company to monitor the performance of the company as this assist the company in comparing the
performance of the actual and planned performance with one another (Anabila, 2020). With the
help of the comparison the company can come to know about the deviation which is present
between the planned and actual and if the difference is high then it means that the plan is not
implemented in proper manner.

Recommendation
With the above all discussion it is clear that there are lot many changes which the company need
to implement in order to manage the communication.
 for the improvement of the communication the major recommendation for Apple is to
make the use good technology and internal communication system. The major reason
underlying this fact is that when the company will have effective use of the
communication technology then the communication taking place in the company will be
clear and understandable.
 Another major recommendation for improving the communication at the workplace is to
focus more on the non- verbal communication. This is a type of communication wherein
the message is transferred by the body language, facial expression and other non- verbal
communication methods.
 Another major recommendation for Apple for the improvement of communication is that
the company must focus over the views and suggestion of the employees as well. Thus,
for this it is recommended for Apple that they must organize for the open meeting with
the employees so that the employees are free to share their viewpoints.
All these recommendations will assist Apple in increasing the revenue and successfully attaining
the objectives of company. This is majorly because of the reason that when the company will
follow all these recommendations then the company will improve its working. Thus, the level of
performance of the company will increase.
In the words of Finne and Grönroos (2017) marketing communication plan is very
essential for the companies to make in effective manner as this will assist the company in
attaining the objectives of the company. This is majorly because of the reason that when the
company uses the plan then all the various strategies and channels are decided and this assist the
company in analysing the fact that all these methods will help company in improving the work in
much better manner. But in the views of Ali and Allan (2017) argues that there are many
different types of methods of communicating with others and due to this there may be confusion
that which method to select. Thus, this might take up a lot of time and this will increase the level
and time take for communication.