Digital Marketing Channels for Apple Inc Company
Apple Inc manufactures, designs and markets media devices and mobile communication, personal computers along with portable digital music players (Baltes 2015). In this report the digital marketing for the selected company will be analyzed that considers evaluating advertising through the digital channels by means of search engines, social media, websites, e-mail and mobile apps. There are several types of digital marketing channels that can be used by Apple Inc that includes social media advertising, e-mail marketing, affiliate marketing, search engine marketing, content marketing, search engine optimization and pay-per-click advertising (Berman 2016). The objective of the report is to analyze the digital marketing channels along with related platforms of Apple Inc Company. Being a marketer of the company, a report will be prepared in order to evaluate the algorithms chosen channels along with making suitable recommendations on attaining a great understanding on algorithms behind chosen channels based on the findings of the research.
Apple Inc Company that is a global organization that manufactures computer software along with consumer electronics. In the current years, it has been observed that the company has more than 50,000 employees and has attained an established reputation within the electronics sector with revenue of 22,923 crores USD (Camilleri 2015). Apple Inc is renowned for offering products like iLife, the safari web browser, iTunes and iOs. The company is also observed to face a tough competition from HP, IBM and Dell those operate within the music and phone industry. Through maintaining an exceptional reputation within its range of products, Apple Inc offers a diversified range of consumer good products and has a consumer base of business to consumer segments (David Stone and David Woodcock 2014). Apple Inc offers products to its consumers through its 350 stores situated in various nations along with online stores offering software and hardware ranges. Through establishing an exceptional reputation within its product ranges, Apple Inc has a huge consumer base all through the world.
The target audience for the digital marketing strategy of Apple Inc Company includes young consumer group aged between 18 to 25 years those prefer socializing with their friends along with business people those are highly technology enthusiasts and prefer enjoying innovative solutions within their digital needs (Ducange, Pecori and Mezzina 2018). The company target’s audience for its digital marketing strategy is selected based on the consumers those prefer using premium brand products like that of Apple Inc. The long-term objectives of Apple in setting effective digital marketing strategy is indicated below:
- Developing Artificial Intelligence based technology for competitive upgradation of upcoming goods- Conducting the social media conferencing along with events for announcing release along with information on all its new product launch in the market through online medium (Garrett, Straker and Wrigley 2017). Attaining such objective through social media fan page advertising can facilitate consumers to develop a demand for goods before it is launched in the online market for sale.
- Maintain and expand its strong brand name- This objective can be attained through maintaining general public awareness by developing innovative digital advertisements. Apple Inc has an objective to promote uniformity within its established marketing message.
Target audience for the Digital Marketing Strategy of Apple Inc Company
The short-term objectives those are set by Apple Inc in implementing its digital marketing strategy are explained under:
- Apple Inc intends to develop its brand name and is associated with developing innovation, quality and value (Hennessy and Najjar 2017). Implementing suitable digital marketing strategy can facilitate the company in increasing awareness and response among its online consumers.
- Apple Inc is also intended to attain a share of 2% in US and UK electronics market based on sales (Heredia Salazar 2017). This objective can be attained through differentiating its electronic products from others in the market. Moreover, this short-term objective can be attained through positing its electronic goods to be versatile, convenient and value-added devices for professional and personal use.
The effectiveness of the algorithms behind the selected two organic channels along with two paid channels used by Appl Inc are elaborated in order to realize the market reach attained by these advertising channels. Apple Inc is renowned for offering products like iLife, the safari web browser, iTunes and iOs (Jackson and Ahuja 2016). The company is also observed to face a tough competition from HP, IBM and Dell those operate within the music and phone industry. Through maintaining an exceptional reputation within its range of products, Apple Inc offers a diversified range of consumer good products and has a consumer base of business to consumer segments. Two organic channels along with effectiveness of their algorithms are explained under:
- Apple Inc’s Promotional- The advertisement campaigns of Apple Inc Company on Facebook are positioned as promoted posts that is closer to its traditional advertisements. Moreover, SEO basics are increasingly followed by the company in supporting its product advertising campaigns (Kane et al. 2015). Moreover, in attaining better algorithms through organic channels advertising, Apple Inc offers few samples of its new electronic gadgets to selected YouTube video bloggers before established media and tech publishers.
- Press release- PR strategies of Apple inc are observed to use effective algorithms that can be defined as rules used to place bids on advertising media used in describing its new product features to the target audiences. This organic channel has facilitated the company in creating a social media buzz through creating interest among the target audience (Kiron, Kane, Palmer, Phillips and Buckley 2016). Moreover, this strategy is also used by Samsung and Motorola in launching all its products, the organization is sharing relevant information regarding its products. Moreover, the press release strategies of the company are effectively used as a digital press release strategy.
- Magazine advertising-This is another advertising channel used by Apple Inc in marketing all its product ranges. The associated algorithms that has made this organic channel highly efficient is its capability to produce dramatic visual impacts that can develop better brand image (Newman 2014). Moreover, companies such as Samsung and Motorola also used high resolution images along with better color options in attracting attention of their target consumers. This is also considered by Apple Inc in its magazine printing that facilitated the electronic goods company in developing its positive brand image among its target consumers. Such algorithm of this advertising channel facilitates the company to reach its target market segment. This is for the reason that teenagers tend to subscribe to certain types of magazines that includes music and gadgets magazine which ensures better consumer reach (Parise, Guinan and Kafka 2016). Digital magazine advertising strategies of Apple Inc has facilitated in offering its users with increased access to articles from magazines those are published by several companies in charge of a monthly subscription fee. For instance, Apple Inc has used magazines to cover all its Apple products in the editorial content with necessary algorithms such as high-quality photographs that promoted advanced technology.
- LinkedIn advertisingstrategies is one of the effective organic channel-based approach in attaining increased market reach. The advertising strategies pf the company through LinkedIn is focused on attaining positive word-of-mouth along with developing better brand perceptions (Picard 2014). LinkedIn advertising strategy is used by Apple Inc in generating two different type of advertisements such as text and sponsored advertisements. The related algorithms that has facilitated Apple Inc in attaining huge consumer attention that is through “pay-per-click” and pay per impression strategies which can increase Return on Investment (ROI) for the company. The LinkedIn algorithms followed by Apple is to maintain professionalism and integrity of site and new campaigns with maintaining integrity of content along with safety and privacy. LinkedIn facilitates in generating multiple advertisement variations along with facilitating Apple Inc to develop differing headline, photos or content within different advertisement campaigns (Rohm, Stefl and Saint Clair 2018). Different landing pages from distinct URLs of the company’s different products can offer increased insights in the ways in which target audience can be best engaged by Apple Inc.
The paid digital advertising channels use by Apple Inc is explained below in order to analyze its effectiveness those are elaborated below:
- Apple Pay advertising strategy-This is an effective digital advertising channel used by Apple Inc that are used by the company based on the associated algorithms. The organization uses this paid advertising strategy through being more open to the e-receipts that can serve as an ideal manner for all the digital marketers in engaging with the target consumers after their first purchase. More than 20% of the space within the receipt is use by Apple Inc for its promotional content (Stone 2014). Moreover, the passbook application or Apple Pay also indicates the effectiveness of the related algorithms that is available to its consumers that facilitates consumers of Apple Inc to keep all their card details in one place. This paid advertising strategy encompass clickable “Add to Passbook” button within advertising campaigns at the time of promoting a voucher. The algorithms followed in Apple Pay advertising includes trademark infringement and unfair competition in violation of state and federal laws along with guidelines of Apple trademarks and authorized resellers.
- Search engine advertising strategy-For Apple Inc Company the search engine algorithms determine whether the advertisements is displayed based on the quality score and the payment amount for the advertisement. Strategies of Apple Inc is ranged from building algorithms to writing numerous articles in generating ten million pages to make the paying people to get linked to the Apple Inc website. Search engine optimization algorithms have considered implementing certain effective methods for indexing deep content in the applications for attaining increased target audience base (Straker, Wrigley and Rosemann 2015). Apple Inc new search engine API for iOS has facilitated and developed an application-based digital ecosystem that has provided deep app content for all the users of Apple Inc. The algorithms used by Apple Inc in making its SEO highly effective in attaining increased consumer attention. Such algorithms include NSUser activity in texting and core spotlight indexing. For instance, such search engine algorithms determine the significance of the company’s web pages and sets its own rules such as relevancy of the page. Apple Inc uses these algorithms in These algorithms facilitate the company in measuring positive and negative ranking factors which ensures its increased visibility among the consumers.
- Display advertising-This advertising strategy works through banners that is advertisement on world wide web delivered by an ad server. This advertisement attracts traffic to website through linking website to advertiser. In implementing a “Switch” strategy of digital advertising campaign that is aimed in expanding its digital networking framework through offering advertisement deals to Apple Inc (Suitts et al. 2015). The algorithms that are used by the company in attaining increased consumer attention through employing Pinterest and Snap. The company is intended to develop an advertisement network which might distribute advertisements across applications. Apple Inc also considers investing share of its revenue to the applications that displays their product advertisements. Display advertisement of Apple Inc includes display and text-based advertisements that is focused on advertising its slogan “think different” on a large number of network sites all through the internet (Sussan and Acs 2017). These advertisements are acknowledged by the company through implementation of “Search Ads” strategy that has facilitated the company in attaining increased consumer visibility. Apple Inc has used display means through banners, buttons and images.
From analysis of the digital marketing channels used by Apple Inc, certain effective channels are selected to be suitable to increase its target consumer reach based on their related algorithms (Tang 2016). Considering the same, certain series of actions those are to be taken by the company for implementing the advertising channels successfully in targeting young target audiences.
- Search engine-based advertising strategy- Thesteps that ca be followed by Apple Inc in search engine-based advertising includes:
- Defining an effective search marketing strategy
- Choosing suitable keywords for the company’s advertising program
- Optimizing the website content of Apple Inc for all its products
- Adding quality links to the Apple Inc website in which Apple Inc must ensure to build links to its site from valued linked of certain other sites which re frequently visited by its targeted audiences (Villoria, Bergner and Block, Mediapointe Inc 2017)
- Managing paid search advertisements so that Apple Inc can optimize its search engine advertising practices and this can be done by the company through employing paid search engine. Through employing this step Apple Inc also needs to make sur that its electronic goods are appealing for all its target consumers
- Measuring success of its developed advertising campaigns through analyzing its return on investment and through using web analytics that can monitor progress of its digital advertising (Virtanen, Björk and Sjöström 2017)
- Digital display advertising- There are certain effective steps that needs to be followed by Apple Inc Company in implementing effective digital advertising strategy those are indicted below:
- Carrying out suitable research for generating a hyper-targeting advertising campaign in its electronic goods launch.
- Communicating with the target audiences through the display advertisements
- Employing rich media is the third step that must be used by Apple Inc in attracting its target audience
- Incorporating banners of Apple Inc with several other marketing strategies needs to be considered in this step for developing creative advertising content by transforming print ad to banner format (Virtanen, Björk and Sjöström 2017).
- Investing within more efficient advertisements and this can be done by Apple Inc through carrying out A/B testing to reveal which creative advertisement of Apple Inc
- Attaining a better understanding on consumers that includes young consumer segment aged between 18-25 years before developing online advertising advertisements that can be effective in communicating with consumers and the advertising content must be developed by Apple Inc in a manner that it focuses on exceeding consumer expectations. This can be done through following graphical user interface and through using comprehensive search engine optimization including metadata and sitemap submission (Virtanen, Björk and Sjöström 2017).
- Digital press release- This digital marketing strategy of Apple Inc follows certain steps in order to attain attractive media attention along with leading towell positioned message which can generate buzz among the target audiences. Such steps of launching an effective digital PR advertising is indicated below:
- Determining the target audience and the electronic brand by Apple Inc is necessary in communicating correct promotional message to the target audiences
- Creating a compelling headline is the next step for Apple Inc that will explain the important feature of the new electronic product release by Apple Inc (Virtanen, Björk and Sjöström 2017)
- In order to further engage the readers, Apple Inc must develop a descriptive subheading that will explain the product features and figures on its new product launch
- Developing an effective lead paragraph in press release that will explain product features and its success rate anticipation within the target market.
- Distribution of the press release by Apple Inc among the target audience that includes young consumer segment is the next step to be followed by Apple Inc in it press release advertising that will promote new technology used in electronic gadgets. This can be done through calling them over call and stating that PR is being sent, e-mail and then attaining feedback regarding the press release advertisement. This press release advertisement will be approved by Steve Jobs, the owner of the company (Virtanen, Björk and Sjöström 2017).
Several risks and opportunities have been identified based on the related algorithms identified for Apple Inc Company. These are elaborated below:
- Digital Press Release Algorithms-There are numerous risks and opportunities identified to be related with digital press release algorithms is used by Apple Inc in its digital advertising strategy (Villoria, Bergner and Block, Mediapointe Inc 2017). As the press release advertisements use big data collection algorithms it might contain certain limitations regarding its validity and such data used in press release ads are generally observational and can result in validity risks. For instance, all Twitter users might not represent all consumers of Apple Inc in a target audience segment which can affect the advertisement effectiveness on Apple Inc’s new gadget launch. The opportunities of using this advertising strategy is to reach wide target audiences in promoting messages.
- Digital Magazine Advertising Algorithms-In this digital advertising strategy of Apple Inc, certain opportunities are observed to be provided by evolving algorithms of digital magazine marketing strategy. Digital magazine and optimization have turned out to be simpler and developing creative ads has tried out to be primary differentiator for Apple Inc’s advertising performance (Viloria, Bergner and Block, Mediapointe Inc 2017). Better opportunities are provided by digital magazine algorithms as it can facilitate Apple Inc to leverage broad targeting along with automatic placements with employing fewer ad changes for its products. However, use of such algorithms by the company has certain risks such as consumers of Apple Inc might chose to avoid clicking on the ad banner and bypass ads online that pop up on their screens.
- Search Engine Algorithms-Search engine algorithms are bringing in new opportunities for advanced advertising by Apple Inc. However, it is also identified that one of the risks related with search engine algorithms is constant changes in search engine optimization for attaining best results (Villoria, Bergner and Block, Mediapointe Inc 2017). Moreover, techniques to attain high website ranking in results is constantly evolving that is posing a risk for Apple Inc to never stop adapting its SEO for exploiting the upcoming trends. In sending young consumer traffic to the http sites various important data gets lost because of which in case Apple Inc considers switching https it must track data effectively for specific marketing campaigns for maintaining highly accurate incoming referral data. This might affect the algorithm of maintaining safety and security in implementing search engine channel for advertising.
- Display Advertising Algorithms- Apple Inc is observed to deal with risk of biding in implementing its digital advertising strategy. Increased randomness in user behavior along with cost uncertainty can result in considerable risk from advertising campaign performance anticipation (Villoria, Bergner and Block, Mediapointe Inc 2017). Relying on the algorithms for developing display advertising has certain risks as data might be misinterpreted by the advertising vendors or manipulated by hackers. However, there are advantageous opportunities of display advertisements that can be considered by Apple Inc in increasing its brand awareness. For instance, if a consumer is on website for searching technologically advanced cellphones, a display ad developed by Apple Inc will be an advertisement on its newly launched iPhone model (Jackson and Ahuja 2016).
Apple Inc can respond to the opportunities and risks identified is the above section based on its digital adverting channel algorithms those are explained under:
- Digital Press Release Algorithms- To address the risks of digital press release algorithms of Apple Inc, the company must consider hiring a reputed PR firm that can use effective PR tools to increase the company’s advertisement visibility to its target audiences along with maintaining a sustainable position within the industry. (Ducange, Pecori and Mezzina 2018). Moreover, Apple Inc is taking into account including the company’s website links that can guide the readers towards the platforms where it has intended to promote and sell its new gadget launches. In addition, regular content optimization regarding its product specifications or modified features can increase Apple Inc’s online visibility making its press release advertisements easily searchable and valid on internet.
- Digital Magazine Advertising Algorithms- To decrease the risk of increased costs related with Apple Inc’s digital magazine advertising algorithms, the company can consider attaining less expensive or free alternative for digital magazine ad posting. This can be done through identifying a mail-order or internet firm that is willing to purchase Apple products at discount along with feature it within its website or the catalogues. (Ducange, Pecori and Mezzina 2018). Few catalog organizations might change for advertising space in their digital magazines for showcasing new launched Apple gadgets that can facilitate the company to experience low lower advertising rates in digital trade magazines. Algorithms can be used as opportunities in dealing wit risks of this advertisement channel. Such algorithms consider gathering and analysing internet user data within browser cookies to track young consumers internet browsing activities along with interests and purchases with site visits.
- Search Engine Algorithms- To decrease risks found for the search engine algorithms of Apple Inc, the company is recommended to employ the modifications within the search engine optimization through using Artificial Intelligence based advertising algorithms. Moreover, increased focus must be maintained by Apple Inc on offering an exceptional and valuable product specifications content that can be engaging for target audiences (Villoria, Bergner and Block, Mediapointe Inc 2017). In addition, to deal with the risk of ad blocker software for SEO’s native advertising can be implemented by Apple Inc as an effective solution through considering sponsored blog reviews, posts along with mentions. Internet focused native advertising can facilitate the marketers of Apple Inc in offering effective SEO advertising results as it enhances chance of targeting to make sure the targeted audiences are watching the advertisements (Villoria, Bergner and Block, Mediapointe Inc 2017). PageRank algorithm can be used by Apple Inc to attract its target young consumer segment to its website as this algorithm can measure importance of website pages and aligns numerical weightings to hyperlinked documents to show its advertisement page on top.
- Display Advertising Algorithms- In dealing with the risks identified within the digital advertising algorithm for Apple Inc, the company requires maintaining an effective firewall, Https encryption that can develop a better antivirus program in decreasing security risk. In addition, to increase visibility of advertising keywords, Apple Inc must consider employing search phases rather than using keywords that can facilitate the company in building connection around advertising campaigns of Apple Inc’s products rather that developing a blog post for the target audiences (Villoria, Bergner and Block, Mediapointe Inc 2017).Targeting algorithms can be used by Apple Inc for its young consumer segment in which the browser tracking data can easily illustrate the types of services or products those interest those consumers. This can further facilitate in managing process of assigning credit through using algorithm of adding specific technology promotion-based element in ad.
A five-step framework explained under can serve as an effective plan in optimizing the digital channel conversation rates of Apple Inc.
- Step 1: Data Gathering- This must be regarding the digital advertising strategies of Apple Inc along with the related goals as well as unique selling positioning strategies developed by the company (Jackson and Ahuja 2016). This process will also gather data regarding the current traffic breakdown in Apple Inc websites for gathering new product launch details. The first step pf this plan will also consider analyzing the browser that is typically used by the technology users of the company. If Apple Inc observes an increased number of company website visit from the mobile devices, that is basically worth investigating a lot within traffic growth from mobile devices.
- Step 2: Hypotheses Listing- Common trends of electronic gadget use by Apple Inc Company’s target audience is the next step for the plan (Jackson and Ahuja 2016). In this step the organization needs to realsie the difference in the types of the target audiences those visit the company website in terms of their purchasing cycle. Goals that must be set by Apple Inc for this step of channel conversion rate optimization plan includes collecting data on website, target consumers and new product launches by Apple Inc and use of such data to develop hypotheses to be tested (Jackson and Ahuja 2016). To attract target consumer traffic certain algorithms based on advertisement channels can be used such as gathering and analyzing internet user data within browser cookies to track young consumers internet browsing activities along with interests and purchases with site visits.
- Step 3: Wireframing the Test Designs- As Apple Inc does not require testing new website designs it can make direct changes to its website before launch of its new gadgets through using tools like Optimizely or Visual Website Optimizer. Apple Inc needs to make sure whether the changes are maintaining designs on promoting the brand messages along with developing fundamental changes to its page layout and design based on young consumers changing needs from Apple Inc’s electronic goods (Jackson and Ahuja 2016). Moreover, in attaining increased optimization an effective wire-framing tool can be implemented by the company such as Mockingbird and Balsamiq.
- Step 4: Design Implementation- In attaining an increased channel conversion rate, Apple Inc must employ “Optimizely” in implementing designs along with conducting split tests on the consumer websites. Moreover, “Visual Website Optimizer” acts as an effective alternative (Ducange, Pecori and Mezzina 2018). Visual elements that will be developed by Apple Inc needs being changed on a regular basis so that the target audience’s area attracted to new look of the Apple Inc website each time they visit. In following this step of the plan, the company needs to make assure that certain metrics are followed for analyzing success of this implementation. These metrics includes attaining increased traffic, testing of cross-border is complete and suitable target consumer audiences are attained by the website.
- Step 5: Analyzing the Accurateness of Hypotheses- Successful implementation of the plan is intended to increase the conversion rate for Apple Inc. This can be tested for analyzing successful optimization of its digital marketing strategy that can increase conversion rate (Ducange, Pecori and Mezzina 2018). The objectives those to be addressed in this plan includes understanding correctness of hypotheses, rolling out widely in case it is correct, analyzing failure of the plan through observing low conversion rates that is less than 20% as per the set metrics of advertisement success and preparing new test.
Certain external resources are to be acquired by Apple Inc that can facilitate successful implementation of the digital marketing channels by the organization. The creative methods through which such external resources needed will be used in Apple Inc are identified below:
- Press release- For digital press release, Apple Inc needs resources such as company facts, high resolution pictures of the company’s logo, electronic goods and branding and people in the press release advertising team (Ducange, Pecori and Mezzina 2018). Certain other resources that are needed include separate media or press e-mail along with social media and other target audiences for whom the press release is intended. Product samples of Apple Inc focused on which the press release is developed is also needed for distribution. This can include new electronic gadget launch by Apple Inc.
- Digital Magazine advertising-In digital magazine advertising strategy of Apple Inc, the company requires certain resources for its successful implementation (Ducange, Pecori and Mezzina 2018). This includes varied content on its electronic gadgets specifications offered by Apple Inc, developing an application distribution platform through which its target audiences can flip through magazines on their iPhone. Magcast technology is needed for Apple Inc to configure its digital magazine so that it looks in a good application form. Writers are also an important resource for making digital magazine advertising successful as they can generate quality publications for Apple Inc products.
- LinkedIn advertising- Certain resources are needed by Apple Inc in generating effective LinkedIn advertising. This includes generating a free company page for displaying all the apple products, sponsored InMail and text ads with attaining access to pay-per-click which can feature an easy description, headline for the target consumers (David Stone and David Woodcock 2014). Campaign manager account is also needed in which Apple Inc can set up ad accounts and can run campaign.
- Apple Pay advertising strategy- To develop an effective Apple Pay advertising strategy, the company requires effective resources such as UI and visual designer, iOS mobile application development team and quality assurance specialist. These resources can facilitate Apple Inc in making Apple Pay convenient for all its target consumers along with attracting increasing audience base (David Stone and David Woodcock 2014).The suitable metrics to measure success of this iOS mobile application development team is through analyzing whether the application developed by these contractors on new electronic gadgets developed by Apple INC attains high number of downloads. If download rate is at an increasing rate of 10% per month the strategy is deemed successful.
- Search engine advertising strategy- For implementing an optimized search engine advertising strategy, Apple Inc requires certain important resources that includes webmaster guidelines, search content quality guidelines, successful indexing guidelines, keyword tool, SEOmoz tools for measuring strength of Apple Inc website (David Stone and David Woodcock 2014). Moreover, certain other important resources include SEO Book.Com tools that comes with rank checker to automate pesky tracking of advertisement positioning. In addition, Brace Clay search engine relationship cart is also needed by Apple Inc in focusing on SEO advertisement efforts.
- Display advertising- For facilitating Apple Inc to attain maximum optimization of its display ad results, certain resources are to be acquired by the company in maintaining effectiveness of its display advertisements (David Stone and David Woodcock 2014). These resources include ad servers, media buying platforms, creative optimization, horizontal and networks, rich media or videos, analytics, data optimization ad exchanges and sharing data or social tools.
Future technology is deemed to change because of which the advertising channel algorithms are intended to evolve in relation to the consumer journey for Apple Inc (David Stone and David Woodcock 2014). Apple Inc needs to be active in maintaining a constant change in its digital advertising strategy algorithms for maintaining smooth consumer journey regarding purchase of its electronic gadget products. For instance, in digital advertising future, Artificial Intelligence is intended to dominate the advertising culture of Apple Inc that can result in developing “self-aware” data. This technology is intended to save the valuable time of Apple Inc company’s marketers and can bring the company closer to its target consumers through developing an integrated marketing communication. This can facilitate in attaining a huge traffic of young consumers to Ape Inc’s website. This is for the reason that AI technologies have algorithms that analyses visitor’s behavior allowing a real time campaign optimization towards the target audiences those are likely to convert. Such audience data can be gathered to target young consumers more precisely and make personalized informed decisions for the consumers to purchase a product. The marketing plan developed through AI is intended to develop a marketing ecosystem for Apple Inc through “master algorithm”. Such algorithm will be licensed to the brands of Apple Inc that can develop a hyper-speed version of totally integrated marketing ecosystem (Hennessy and Najjar 2017).
Objectives of Apple Inc in setting effective Digital Marketing Strategy
Machine learning is also an evolving technology that can advance the advertising channel algorithms of Apple Inc as it can advance the potential to learn, hold conversations for generating own marketing algorithms. Use of big data in the future years by marketers are deemed to evolve the advertising algorithms. In case of Apple Inc, gathering of such big data can facilitate in using algorithms for analyzing the past behaviors of consumers those have bought electronic products of the company (Hennessy and Najjar 2017). The key to success of such algorithms will be the data scope available. Use of big data in future marketing strategies is also estimated to impact the choice of purchase channel to select “stop shopping”. Future advertising technology also includes quantum computing in the lines of marketing strategy applications that can change the existing advertising channel algorithms of Apple Inc. This can impact purchase decision making of consumers through enhancing consumer learning of products launched by Apple Inc. This is because consumers preferences will be mapped with the product of Apple persuading increased purchase intentions of young consumers.
Visual storytelling is also emerging advertising technology that is deemed to evolve the algorithms which can enhance consumer experience. This advertising technology is deemed to dominate the content advertising market that will consider positing pictures rather than writing or content (Hennessy and Najjar 2017). The consumers selection of Apple Inc gadgets will be based on the ways in which the company can make its products visually attractive. This can be done by Apple Inc through implementing infographics, visual and blogs, display ads along with storytelling with data through its digital advertising campaigns which can enhance purchase decision making of young consumers if they perceive the product to satisfy their demands (Garrett, Straker and Wrigley 2017).
Moreover, with increasing chances of popularity of the webcasting advertising channels Apple Inc will be able to use certain algorithms such as showcasing and promoting its electronic gadgets along with announcing new product launches through “24/7 webcasting channels”. This is anticipated to increase consumer raise by an increasing percentage in future and they will be able to reach and contact any Apple Product user remotely through attaining better access to internet use (Garrett, Straker and Wrigley 2017). Virtual assistant technology can evolve digital advertising channel algorithms of Apple Inc as it can integrate with user-profiling data and consumer relationship management to analyze changing interests and behaviors of target audiences.
Analysis of the Digital Marketing Channels used by Apple Inc
Conclusion
The objective of the report was to analyze the digital marketing channels along with related platforms of Apple Inc Company. From the findings of the report it was gathered that the company target’s audience for its digital marketing strategy is selected based on the consumers those prefer using premium brand products like that of Apple Inc. It was also revealed that the advertising strategies pf the company through LinkedIn is focused on attaining positive word-of-mouth along with developing better brand perceptions. Visual elements that will be developed by Apple Inc needs being changed on a regular basis so that the target audience’s area attracted to new look of the Apple Inc website each time they visit. Moreover, measuring success of its developed advertising campaigns is conducted through analyzing its return on investment and through using web analytics that can monitor progress of its digital advertising.
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