Apple Proposal: New Media Drivers Lisence


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Apple Proposal: New Media Drivers Lisence

  1. 1. Apple Inc. Online Strategy Proposal JMT Advertising
  2. 2. Apple Inc. Overview <ul><li>Apple designs, manufactures, and markets personal computers and related software, services, peripherals, and networking solutions. </li></ul><ul><li>Apple Inc. also designs, develops, and markets a line of portable digital music players along with related accessories and services including the online distribution of third-party music, audio books, music videos, short films, and television shows. </li></ul><ul><li>Software services comprise Apple branded operating system and application software, third party software, AppleCare, and Internet services. </li></ul><ul><li>( </li></ul>
  3. 3. Apple Inc. Challenges and Goals <ul><li>Apple Inc. strives to uphold a strong brand image and keep its customers satisfied while focusing on providing them with innovative products and solutions. </li></ul><ul><li>Primary challenges include the intense competition as well as product recalls and declining PC sales. </li></ul>
  4. 4. Today's AppleCare <ul><li>All Apple products come with a one-year warranty and up to 90 days of telephone technical support. </li></ul><ul><li>With a purchase of the AppleCare Protection Program which includes: </li></ul><ul><ul><li>One stop for technical support </li></ul></ul><ul><ul><li>Apple hardware coverage </li></ul></ul><ul><ul><li>Software support </li></ul></ul><ul><li>Any technical issues can be solved with a single call. </li></ul>
  5. 5. &quot;At The Tip Of Your Fingertips&quot; AppleCare of Tomorrow <ul><li>Should customers have to pick up a phone every time they need assistance with their Apple products? </li></ul><ul><li>The answer is no. Majority of Apple customers are internet based individuals. They are computer savvy and want answers right away, they don’t want to spend time picking up a phone and waiting for an AppleCare tech. </li></ul><ul><li>This can be solved with an inclusive online strategy including search engine optimization, blogs, specific google tools and Youtube. </li></ul>
  6. 6. AdWords / Blogging <ul><li>Example Keywords: Global Monthly Searches </li></ul><ul><ul><li>Apple: 101,000,000 </li></ul></ul><ul><ul><li>AppleCare: 368,000 </li></ul></ul><ul><ul><li>Apple Store: 5,000,000 </li></ul></ul><ul><ul><li>Macbook: 20,400,000 </li></ul></ul><ul><ul><li>iPod: 151,000,000 </li></ul></ul><ul><li>Estimated Traffic Summary </li></ul><ul><ul><li>Avg. CPC: $0.67-$1.88 </li></ul></ul><ul><ul><li>Clicks Per Day: 8-14 </li></ul></ul><ul><ul><li>Cost Per Day (Based off $15 estimate) : $9.39 - $15.00 </li></ul></ul><ul><li>This AdWords campaign can then be linked directly to an AppleCare Blog site that can also be found with the same Keywords used in the ad and will be the link included on the ad. </li></ul><ul><li>The blog will keep an updated feed of commonly requested assistance with Apple products and how to correct complications. </li></ul><ul><li>AppleCare Blog will also include the information to call if the assistance customers aquire is not included and will be taken into consideration to be added to the blog. </li></ul>
  7. 7.  <ul><li>Many individuals as well was companies have found success through YouTube. AppleCare can gain awareness and provide customers with better, faster assistance. </li></ul><ul><li>AppleCare technicians can record themselves providing step-by-step assistance to correct some of Apple’s customers most common AppleCare requests. </li></ul><ul><li>This visual assistance will allow customers to pass by the need to call into AppleCare and avoid being put on hold or not being able to understand directions without visual help. </li></ul>
  8. 8. Google Tools <ul><li>Google Content Network Tool : Used to reach wide and target narrow to get the AppleCare Blog noticed and visited by all types of Apple Inc. customers. </li></ul><ul><li>Google TV Ads Tool: Allows Apple to test TV spots and popularity of AppleCare's YouTube technician demonstrations. Once you find success in numbers with your ad, you can use the information about the traffic on your site to help you figure out who the best target market is and therefore decide what network, shows, and times are best for the product. </li></ul>
  9. 9. Measuring Tomorrow’s AppleCare Success <ul><li>Through the use of AdWords, Google can track AppleCare ads by measuring the clickthrough rate, keyword status, first page bids, and ROI in accordance to the ad. </li></ul><ul><li>Conversion tracking is also an easy way to see precisely which clicks (and which keywords) are leading to Apple Inc.’s desirable actions. </li></ul>
  10. 10. Timeline and Budget <ul><li>With using Blogs, YouTube and Google Tools there is no specific timeline necessary. All of these devices can be used when needed and have very minimal costs. </li></ul><ul><li>AdWords campaign can be customized to Apple Inc.’s desired budget and can be adjusted at any time. </li></ul><ul><li>This is the beauty of online advertisement, it is flexible and more cost efficient than any other form of advertising. </li></ul>