NAME: Ryan Gosling
AssignmentTutorOnline
Student ID: 11732673
SUBJECT CODE: MKT525
SUBJECT: DIGITAL AND SOCIAL MEDIA MARKETING
ASSESSMENT 1
- The organisation I have chosen is Apple, which is one of the famous organisation all across the world for its products (phone, laptop, desktops, smart watches and air pods) and services. I am selecting Apple mobile phone.
Background: It started in April 1976 to develop and sell Wozniak’s Apple I personal computers by Steve Jobs, Steve Wozniak, and Ronald Wayne, though Wayne sold his share back to Jobs and Wozniak within 12 days. Apple’s worldwide annual revenue totalled $274.5 billion for the 2020 fiscal year. Apple is the world’s largest technology company by revenue and one of the world’s most valuable companies. Apple is the world’s 4th-largest PC vendor by unit sales as of January 2021. It is also the world’s fourth-largest smartphone manufacturer.
Website:- https://www.apple.com/
Facebook:- https://www.facebook.com/apple/
Instagram:- https://www.instagram.com/apple/
Twitter:- https://twitter.com/apple?lang=en
LinkedIn:- https://www.linkedin.com/company/apple
YouTube:- https://www.youtube.com/user/Apple/about
- Except in Instagram all other social sites of apple will be directed to its official website. If we open the social sites, there is link which will direct to the official website for example in YouTube the website link is provided in about.
- Apple being one of the famous brand in the world, it has many likes and followers.
| Social site | No. of followers |
| 13M | |
| 25.4M | |
| 6M | |
| 13M | |
| YouTube | 13.8M |
- Digital marketing is the power tool for any organisation these days because digital marketing is the fastest way to introduce products. Nonetheless, Apple refused to use any kind of social media until 2010, later on it used the digital platform to reach to the customers. It also uses traditional media like TV and Newspaper advertisements. We can watch the TV ads in the YouTube channel also, their TV ads are most attractive than any others. We can say that it is not linked to any social sites.
The primary difficulty with using social media is that you must exercise caution. Another possibility is that a company’s image would be tarnished unintentionally. Such blunders have been made by a large number of people. Apple tends to be cautious, but calm and cool.
- The importance of brand touchpoints in recognizing client travel and (econsultancy, n.d.) (computer world, n.d.) (brandification , n.d.)creating a client travel outline cannot be overstated. Apple has been one of the most well-known brands in the world in recent years. Understanding brand touch points and customer path mapping are useful methods for understanding how Apple’s brand value has risen significantly over time.
Below are the two touch points that I would like to discuss.
Apple Stores – On May 19, 2001, the first Apple Store opened its doors. There are currently over 500 Apple Stores in 25 countries where the Apple brand can be truly experienced. The Apple Stores ushered in a radical rethinking of how creativity is perceived at the point of purchase. On the first day of the new store’s opening, over 7,000 people flocked to it.
Keynote – Steve Employments’ keynotes are fantastic. The iPhone was undoubtedly the most impressive and well-known gift given in 2007. As a result, Steve Employments has created a one-of-a-kind brand touchpoint. Other tech firms attend trade shows. Individuals are drawn to Apple. Even now, the Apple keynote is a fantastic brand touchpoint that garners a lot of attention.
BIBLIOGRAPHY
brandification . (n.d.). Retrieved from Brandification : https://brandification.com/en/apple-brand-touchpoints/
computer world. (n.d.). Retrieved from Computer world : https://www.computerworld.com/article/3602990/apples-social-media-failure-now-looks-like-success.html#:~:text=Introduced%20in%202010%2C%20Apple%20marketing,he%20saw%20as%20%E2%80%9Conerous.%22
econsultancy. (n.d.). Retrieved March 15, 2021, from https://econsultancy.com/the-apple-approach-to-social-media-just-ignore-it/
wikipedia. (n.d.). Retrieved from wikipedia: https://en.wikipedia.org/wiki/Apple_Inc.