Presented By,

Ankit Chakraborty (DM21D02)

Piyali Chatterjee (DM21D16)
MKT+Analytics
Top 10 Digital Marketing Strategy of
APPLE

Simplicity
In Apple marketing, there is no type of
information on where and how to buy the
products in detail. Instead, the ads and other
marketing messages are very straightforward
— typically showing the product and letting it
Product placement. speak for itself.
Apple has the budget to get its devices on
television shows and movies, but it’s fine to
start s too. Any marketer can place a product
with an who can then share it on their social
media sites like Instagram or Snapchat.
 Leverage reviews.
Customer feedbacks are important
for in a release of a service, product
or any new initiative. Apple is good
at getting reviews from its customers
— and you can too.
Unique value proposition.
A big part of Apple’s marketing
strategy is that they never get
involved in price wars. They stick
to their pricing even though it’s
probably much higher than any of
the competition. 

Develop experiential
marketing.
Anyone can make a product, but not
many can create an experience for the
customer that is memorable and entices
Standing out. them to come back again and again.
Customers want to know that you From product launches that feel like
represent something —  core going to a rock concert, to movie-style
values that they can see in action in ads, to stores and online shops that
order to feel comfortable buying and revolutionize the shopping experience
using your products. This stand goes — Apple invented the idea of customer
beyond just the product. experiences.
 Focusing on the target audience.

Because Apple has studied their

customers intently, they know how
to speak to them in their own
language, which creates a deeper
Act mysterious about what you bond and encourages more sales.
are doing.
That’s what the mysterious events
are made for, don’t you
think? Marketing approach of Apple
is a bit mysterious about what they
are doing next with the product
releases and new announcements Develop emotional
that keep what the brand is up to
under wraps until the big unveiling marketing.
Apple has created evangelists out
of their customers primarily
because they have been able to
reach and hold on to them at an
Visualization and creativity. emotional level. Apple’s ads show
We live in a world of content happy people having a great time
where people are bombarded with with their iPads and iPods rather
words all the time. That’s why than focusing on memory size or
videos have become so popular. battery life.,
There’s far fewer words and more
images that can make a greater
impact upon the customer
experience.,
 TypesInfographics
• Creative of apple search ads:
Balance
•
Infographics
The Slogan of the presentation or a small tag line
Text ads: Creative ads

 App icon  Similar layout – not

 App name necessarily assets – to
 App subtitle, organic search results
 Ratings (or app  App icon
store award),  App name
 Text description and  App subtitle
of course the “get”  Ratings (or app store
button; award)
 App preview and/or
screenshots and of course
the “get” button.
Apple search campaign Structure:

Campaign
Budget

Ad Group CPA Goal Targeting

MAX CPT
Keyword Bid
 Value Proposition Of Apple Watch:
Apple Pay
It’s like having your phone or credit card always in your hand
ready to go. Yes my iPhone is in my pocket. So is my credit card.

Measuring my heart rate

If my heart rate rises about 120bpm when I’m resting, my Apple
Watch will tell me it thinks something is wrong. If it looks like I’m
working out, Apple Watch records the workout.
Notifications
This is such a boring word, it’s easy to switch off. At a glance, in an
instant, I know I need to answer my phone at work because my
boss is calling. If it’s a cold call, I can reject it and carry on. There’s
Health and fitness barely any interruption.

I can actually quantify my exercise. I used to think I did about as much

exercise at the weekend than during the week. Turns out that’s a load of
rubbish. Apple Watch actually gave me the solid data to work from.
Hands-Free Siri
If I'm cooking and my hands are dirty, I can still set a timer. I didn’t
need to buy a smart speaker to stick in the kitchen. I don’t need to
get my phone out of my pocket with dirty hands.
 5 Box Positioning Model Of Apple iWatch
3 Lack of product focus in advertisement is a recurring theme in Apple’smodern
advertisements. This marketing technique allows the company to senddirect
memorable messages, which subjectively reinforces the consumercentricity
and originality of the company to the consumer .

1 4
Marketers should focus on the emotional and self- Apple’s strong corporate position also affects consumer
expressivebenefits of a brand by introducing the brand perceptualinterpretation by creating a halo effect . This is
as an organisation, a person and asymbol. Apple’s importantto marketers because a consumer will appraise
famous ‘Think different’ campaign did this by providing a multiple objects based on theevaluation of one appealing
messagefocused purely on a consumer self-image that dimension.
transcended product features
5
2 Through clever and precise promotion of price and
other key productattributes, marketers can
successfully position their products in the minds
Conditional positioning allows the consumer to define ofconsumers
themarketplace and supports current trends towards pull
marketing strategies. ‘Think different’ provides a good example
of this as it challenges theconsumer on a subjective and
emotional level offering power through technologyby removing
complexity from consumer’s lives.
Apple Watch Buyer Persona
Five steps of Apple’s Sales Strategy
53124
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 1. Demographic- customers aged between 20 and 45 being at the
center of the targeting. Both males and females are included in the
target segment. In terms of the life-cycle stage, potential Apple Watch
buyers are at their final years of college, newly-married couples, have
a family with children, or have a family with children and
grandchildren. It is also expected that these customers are high
earners and thus can afford to buy the latest versions of the gadget.
SEGMENTATI
2. The Hermes version of the Apple Watch is targeted at customers
ON who care about designer accessories, while the collaboration with Nike
is intended for clients that are fitness-oriented.
3. The writing style is associated with capturing attention through short
slogans. For example, the slogan ‘Stand out. Stand proud’ is used for
attracting LGBT+ customers and encourage them to buy a Pride Apple
Watch band.
4. Having an accessory that will be both stylish and functional, the
emphasis on the variation and different price ranges of the same
product makes the Apple Watch one of its kind
Thank You