Apple Inc is a world renowned name of innovation and breakthrough in the consumer electronics and computer industry. Apple is known to be one of the greatest marketers of all time because they understand that marketing is one of the most crucial aspects of a business venture which greatly determines its success in the consumer’s realm. Which is why Apple has always takes steps to keeps their marketing process free of new market challenges in their attempt to penetrate deeper into the market.
According to Forbes, Apple Inc is one of the world most valuable brands, this is no surprise to many as Apple has a brand value of $352 billion and has also been voted the winner for CMO Survey Award for Marketing Excellence for 10 years in a row. This is because Apple has had a consisted marketing excellence built on its core disciples which other companies will benefit from learning from and applying. Apple’s marketing is so effective, that is has become a benchmark for other companies who want to achieve the same global popularity, revenue growth and staying power.
Marketing is not just limited to advertising the products and services to the end customers, it also entails the determination of complete channels through which a product or service is going to be introduced in the niche market as well as its promotion throughout the potential customer in order to encourage them to buy the product. This is exactly what Apple is good at doing, it creates an awareness of the product, has an effective marketing strategy and also focuses on developing a need of the product among other markets sectors.
The iPod, The iPhone, The iPad all these products has revolutionized their respective market space and their success is a direct result of their marketing strategies. Apple goes way beyond what other brands do, they focus on creating products for their target audience and loyal customers that truly believe that the company products makes their life better. So what are the reasons Apple has remained a consistently excellent marketer for over a decade.
Here are the top eight ways apple has been successful in marketing
Apple keep its products and marketing simple
Apple follows the philosophy of simple is better through their products, they don’t overwhelm their targeted customers with too many choices, option or even parameters. Apple lets its products speak for themselves and keeps its messaging and visuals simple. They know that their products will sell without relying on over the top and expensive advertisements. This strategy is also seen in their logo a simple apple with a missing corner, even their retail stores is designed for testing and checking out the products than just buying the boxes.
The products have short names that are easy to remember, along with that it has well appreciated sleek and minimal design with simple color schemes. The company also reduces confusion by simplifying their web and sales copy as they use simple, direct words and they continually stress the benefits that consumers absolutely need. This is part of their brilliance in content marketing where they produce high tech products without high tech terms. What Apple’s advertisements and marketing strategies dont just convey specifications and features, but rather how the product can change your life and make it better.
Know your target audience and reach them with the right language
Apple has worked hard to finding its target audience and then understanding their audience’s likes, dislikes, habits and language they want to use. By simplifying the marketing process in the language that the audience understands an amazing bond is formed between a prospective customer and the brand, and a lasting connection for an existing customer. Apple does mention all its specifications and technical details, which is usually below the fold rather than it being in the face.
When a customer visits the websites they have to scroll past the beautiful and aesthetically designed product images and large font simple copy telling them about the products benefits. While apple advertisements show happy people having a great time with the simplicity of their iPads. This consistent display of positive emotion is the driving force behind sales. They’re not selling more storage, or more battery life but way more than that. For example in the iMac product advertisements it portrays iMac that it isn’t just “a computer” it helps make your computing experience exciting and pleasurable or the iPhone isn’t just “a smartphone” it lets you put the power of an Apple computer in your phone.
Apple has done well in having a communication with its customers and getting their reviews. Apple does this by offering free trials and samples in exchange for feedback on the product or service. And since their customers like the products, the company receives good reviews. The company also offers coupons and some times even exclusive deals that exited the customers to continue purchasing their products.
A well appreciated customer experience
The apple holds the customers experience in high regard, the experience can include every element which is comparing different product version to each other, trying out new products in the retail store, buying the item, receiving it unboxing it and setting up the devices. All the devices are carefully crafted according to the company, revised and refined to appeal to the consumers requirements.
For example, when it comes to the installment, one of the things apple fans truly appreciate about apples computer is that is very easy to set them up. This is why Apple spends a lot of money and thousands of hours testing and replicated to refining those designs. The retail store are also carefully designed with warm lighting, monochromatic colour schemes, and layout of store features all appeal to the shopper’s requirements.
They create mystery and hype around the product
Usually, when a company launches a new product in the market, the marketing team will reveal details and information about the new product. The reason behind this is to tell customers everything about a product to get them excited and build the anticipation. However when it comes to apple it takes a new and unique approach, creating excitement by withholding information around new products as they tease it out.
Which is why creating mystery around product launches is one of the Apples best marketing tactics. It a clever approach as it turns target audience into loyal fans, as this will make them curious encouraging them to search for more information and share everything they find about the product.
Have a community of loyal users or customers
For more than ten years apple has worked hard on building a community of loyal users, customers and fans around the world. Apple marketing strategies include making customers want to belong to that community as it is deemed to be “cool”. Apple smartly capitalized on the universality of that self-perception, which made its customers believe that the brand understands them and is like them.
Even small brands can build a community of devoted users and customers by building a strong and engaged community of users is to get clear on your company's brand values and personality. A another important step is to make sure that the marketing copies and content express and resembles those values and personalities. The website must be consistent with those words you chose to describe your brand, from graphics to fonts to colour scheme.
Consider the value of the products
What makes perceived value so important from a company perspective is that customers may be willing to pay a higher price because they deem the brand to be of a high quality or a higher status symbol. This gets to the heart of Apple's continued success over its competitors. Despite Samsung actually selling more phones during the last months of 2017, Apple still managed to receive 87% of total smartphone profits which is a huge monopoly.
Substantial Product Placement
This is also an integral part of apple marketing. The company has its relationship in Hollywood. In a federal court, Apple revealed that it relies heavily on product placement. According to Phil Schiller, the Apple SVP of global marketing, “Apple’s employees work closely with Hollywood on so-called product placement so its gadgets are used in movies and television shows.” Its intelligent for the company, as the cost is lesser than the hardware itself, and offering it up for free can reduce a lot of money that is put in advertising television and film budgets while putting the products in the spotlight in front of millions of people.