Objectives
The advertising program is offered to Apple Inc., a leader in the digital technology industry. The brand has always held leading positions; however, it currently faces pressure from rivals, making it critical to increase client interest and achieve higher sales (Apple Inc., 2022). In such a way, the following objectives of the advertising program are established:
- To popularize products offered by the brand among the target audience.
- To emphasize the unique nature of the products and services offered by Apple.
- To explain high personalization opportunities as they are currently required by customers (Arora et al., 2021).
- To increase brand recognition and cultivate higher loyalty levels among clients.
- To familiarize the focus group with the new and upcoming products.
Medium
Furthermore, Apple is considered a highly innovative brand that devotes significant attention to new approaches to engaging the audience. For this reason, social media such as Twitter and Instagram can be the best possible medium. Consumers and businesses are more adapted to using online channels for various purposes (Dubbelink, Herrando, and Constantinides, 2021).
Furthermore, during the COVID-19 pandemic, social media marketing became one of the most effective tools for helping businesses evolve (Dubbelink, Herrando, and Constantinides, 2021). Apple’s target demographic includes young and middle-aged active Internet users. Using this medium, it is possible to attain the best possible outcomes and ensure significant coverage. Furthermore, digitalized methods might promote data collection, which is necessary for future projects and interactions.
Budget
The budget devoted to the program depends on the brand’s income and outlined goals. In 2022, Apple reported sales revenue of around $394.328 billion (Apple Inc., 2022). It means the brand has numerous opportunities to launch large, effective advertising campaigns. Traditionally, around 2% of the sum is spent on marketing, meaning approximately $7,88 billion can be spent on similar projects (Kotler and Keller, 2021). The proposed one will require around $1-2 million to create the necessary visuals, initiate the discussion, and use channels such as Twitter or Instagram to attain the outlined goals and ensure the desired outcomes.
Tracking
Tracking is a critical part of any project as it allows monitoring the progress and introducing the necessary changes. The choice of social media as the medium simplifies the tasks, as information technology can be employed to collect and process data on the campaign’s success. The technology that delivers specific performance metrics or user engagement might help shift toward a more audience-centered approach and make the brand more popular (Kaye, 2020). That is why the data should be controlled online by counting the number of individuals who participated in activities and entered discussions on selected platforms.
Ongoing Adjustment
The data collected during the monitoring stage can also be utilized for ongoing adjustment. The first phases of the advertising campaign will cultivate a better vision of the most active participants and their demands. The incentive can be adjusted based on the existing client’s requirements and needs. Second, if the offered approach proves ineffective, additional measures, such as inviting celebrities or revitalizing online debates, might be considered. It will lead to greater practical value for the selected measure and to achieving the outlined goals.
Digital Approach
In such a way, for Apple, digital advertising seems preferable. They fit the brand’s image as an innovative company. Moreover, the choice of the medium and online methods simplifies interaction with the target audience and ensures that feedback is collected and processed, providing a basis for future projects. In this way, the proposed advertising program is designed to consider the factors impacting the modern digitalized world and business processes.
Reference List
Apple Inc. (2022) Form 10-K.
Arora, N. et al. (2021) The value of getting personalization right – or wrong – is multiplying.
Dubbelink, S. I., Herrando, C. and Constantinides, E. (2021) ‘Social media marketing as a branding strategy in extraordinary times: lessons from the COVID-19 pandemic’, Sustainability, 13(18).
Kaye, K. (2020) ‘Integrating marketing, sales and IT ‘absolutely critical,’ says Sorrell and other experts‘, The Drum.
Kotler, P. and Keller, K. (2021) Marketing management. 16th edn. New York, NY: Pearson.