Apple's Digital Strategy
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Apple's Digital Strategy
- 1. APPLE’S DIGITAL STRATEGY CAITLIN LUTTIG
- 2. APPLE HAS BECOME A SUPERPOWER FOR SMARTPHONES & OTHER DEVICES….
- 3. BUT THEY ARE NOW FACED WITH REAL COMPETITION
- 4. HOW CAN APPLE GET BACK ON TRACK WITHIN THEIR MARKET? • TAKE ADVANTAGE OF ADVERTISING • USE SOCIAL MEDIA PLATFORMS • STAY AHEAD OF TRENDS • ADAPT NEW FEATURES THAT CUSTOMERS ARE LOOKING FOR • EXPAND TARGET MARKET
- 5. TAKE ADVANTAGE OF ADVERTISING MAY NOT HAVE NEEDED TO USE ADVERTISING IN THE PAST, BUT THERE NEEDS TO BE A TRANSITION… • APPLE ALREADY HAS A SOLID BRAND • ALMOST EVERYTHING IS DONE ONLINE • ADVERTISING ON WEBSITES HELPS GAIN/KEEP CUSTOMERS
- 6. USE SOCIAL MEDIA PLATFORMS • APPLE IS KNOWN FOR NOT REALLY USING THEIR SOCIAL MEDIA PLATFORMS…THIS NEEDS TO CHANGE • SPEND MONEY TO ADVERTISE ON FACEBOOK, INSTAGRAM & YOUTUBE- IT WILL BE WORTH IT!
- 7. STAY AHEAD OF TRENDS PEOPLE ARE LOOKING FOR CHANGES AND UPDATES NOT SLIGHT ALTERATIONS
- 8. ADAPT NEW FEATURES THAT CUSTOMERS ARE LOOKING FOR APPLE REFUSES TO IMPLEMENT FEATURES SUCH AS… • TOUCH SCREEN LAPTOPS • LAPTOP TABLET HYBRID • FACETIME WITH NON- IPHONE/IPAD/MAC USERS
- 9. EXPAND TARGET MARKET APPEAL TO OLDER GENERATIONS THROUGH ADVERTISING EXAMPLES: • FACETIME CALL WITH GRANDCHILDREN • USING IPAD TO LOOK UP A COOK BOOK RECIPE • USING SIRI TO ASK WHEN THE BEST TIME TO PLANT A VEGETABLE GARDEN IS
- 10. KEY TO SUCCESS BY FOLLOWING THESE SUGGESTIONS, APPLE WILL BE ABLE TO GET BACK ON TRACK TO REGAIN THE SUPERIOR POWER THEY ONCE HAD
Editor's Notes
- Intro slide- nothing to say other than a quick introduction of the title and my name
- As a well known, trend setting corporation Apple holds the significant elements of innovation that have inspired other competitor companies in their key product implementations. Apple has been able to capture customers into becoming true followers of the brand leading to brand loyalty, which is a big deal in the electronics industry. Apple’s inbound marketing has been very successful through various ventures. Apple’s persona of making people’s lives easier with their products that can be personalized towards the individual’s life is very appealing. The trendy, creative, good-looking products have sucked so many people into being loyal to the brand and anxiously awaiting new products to be released. Apple has a unique source of content marketing, taking on a simple approach to market products.
- However, other companies such as Samsung are getting in close competition with Apple.
- In order to stay at the top, Apple needs to advertise more, stay ahead of trends, adapt to the features people are looking for, and expand their target market to the older generation.
- In the past, Apple was able to have a huge audience of followers without putting a lot of effort into posting advertisements. However, Apple should step into the advertising world deeper than they have in the past, since so much of our everyday activities are transitioning to being online.
- Apple’s social media approach is very different compared to the way competitors are using these platforms. Apple’s understated use of social media proves that in the past they did not need to use social media to the extent that other companies did to in order to be noticed. Even though Apple is successful without being up to date with their social media accounts and are still winning a lot of business, they need to stay up with the trends in order to be on the same level as consumers.
- Many people are turned off by the lack of change that takes place between each version of the iPhone. Users are actually ditching their iPhone for other phones that have “new and exciting features” that the iPhone has yet to take on.
- Competitors are now creeping up to Apple with their new technologies that Apple does not offer. Even though more people have iPhones, Samsung phones are up and coming, and are even innovating their own ideas. The same thing is happening with the laptop computers that can transform to touchscreen tablets. Apple has steered clear from this style, and needs to be able to remain at the top even though they are not adjusting to trends. It would be beneficial for Apple to do research in order to know which characteristics of devices people care the most about. If something like a touch screen is high on the list, Apple should adapt to that trend even though it is not their style. Also, it is inconvenient that FaceTime can only take place between people with Apple devices. If this wasn’t the case, people would probably use FaceTime in the workplace during conference calls.
- when Apple does start advertising more, it would be a good idea for them to direct their advertisements more towards the older generation. Some ideas for advertisements include grandparents Face Timing their grandchildren, or using an iPad to pull up recipes, or searching the web for gardening techniques.
- Even though Apple has proven to be a superpower within it’s industry, the market is changing and they need to create new technologies to stay on top of their competition. Within a range of six months, Apple will successfully take on this project and have a wider advertising profile. Apple will then be able to measure their success by comparing sales, website visits, and in store purchases in order to see how much advertising has helped their company.