Digital Marketing Assignment: Evaluation of Digital Maturity of Apple

Question

Task: Your digital marketing assignment must answer the following question:

Q1. (10)
Based on the conducted analysis, critically appraise the digital maturity of the online presence of the selected company with an emphasis on online and offline channels of communication. Utilizing tools introduced during classes, conduct an audit of a digital footprint in its narrow perspective: website, SEO, SEM, mobile marketing, social media and mail marketing. Critically appraise the intensity and quality of user-generated content in terms of several KPIs: i.e. Followers, likes, comments, shares and tweets. Each time, debating please support your opinion based on gathered digital metrics. Please compare the same briefly with its competitors (2 required).

Q2. (5)
Define the existing customer engagement of the analysed company. Recall briefly the idea of Digital Engagement Canvas (DEC) and debate if they are useful in the enhancing online presence of a company and if so, in which aspect? Explain how this framework works and how it is used to set aside its competitors and if it could contribute to differentiating analysed company against competitors?

Q3. (10)
Having in mind trends in digital marketing and the specificity of company’s industry, please propose relevant activities and campaign(s) using DEC framework, concept of Buyer Persona and Customer Journey Map to digitally transform and boost significantly company’s market presence both in brick and mortar and click and mortar world. Assume your budget is not a restriction, however, any expenditure should be rationalized in ROI.

Answer

INTRODUCTION
According to the research on digital marketing assignment, in the recent competitive era companies are required to promote their brands in a significant manner so that it can survive in such a competitive market. Digital marketing tools such as social media etc. are being used by firms to reach to a large audience (Herhausen et.al., 2020). Digital footprints expansion is considered a key element of online marketing. Active digital presence always aids the organization in enhancing its visibility and improving brand reputation as well. The present study is based on Apple; it is the multinational technology company that offers amazing quality products to a wide range of consumers. Current digital marketing assignment wills critically analysis digital maturity of online presence of Apple. It will analysis customer engagement of business with the help of digital engagement canvas (DEC). The study will apply the buyer persona, customer journey map to boost the company's market presence.

Answer 1
Digital maturity of online presence of Apple
Apple is a well-known brand in the technology sector. The firm is required the solid team to handle its digital presence. Digital transformation always encourages the firm to reach to a large audience and raise its capabilities (Dwivedi, et.al., 2020).

Figure 1: Traffic overview
(Source:Apple.com, 2020)

Apple is placed on 67 ranks globally in term of its digital presence. In the United Kingdom, its rank is 66. There are around 477.18M visitors those who have visited its site. The bounce rate of this site is 49.77%. Total visit in the last 6 months through mobile and desktop on Apple.com is increasing with the rapid speed. In UK digital traffic on its website has been increased by 12.99% and reach to 32.64%. In Japan, traffic is 6.15% which has risen by 23.18%. In China, this traffic rate has been decreased by 20.48%. The marketing strategy of Apple is continuously focusing on giving clear content to users so that they can know more about its products and services (Polanco-Diges & Debasa, 2020). Total 51.83% traffic of Apple is coming from various channels. There are around 34.93% of traffic is direct. People search Apple site and look at its products. 8.14% of traffic is increased by referrals. When a person searches any other site then through referrals individual jump to the main site of the firm which enhances traffic of this site. Traffic through searching is very high, it is near to 51.83%. Propel know about Apple's products and services through its social networking sites as well. There are 3.34% social traffic and 1.21% of traffic is generated by mail (Goldman, et.al., 2020).

Figure 2: Traffic sources
(Source:Apple.com, 2020)

Figure 3: Referral
(Source:Apple.com, 2020)

There are several referring sites from which consumer can jump to the main site of Apple. Incloud.com, genshin.mihoyo.com etc. are considered as major referral sites and around 8.14% traffic is generated through these referrals. When it comes to searching for Apple then 51.83% traffic is generated from a search. Around 92.79% is organic searches 7.21% is paid searching (Khwaja, Mahmood, & Zaman, 2020). Most of the people search for its apple site, iPhone 12, apple store, iTunes, iPhone etc. There is 11.72% traffic in organic searching which is looking for Apple. 4.12% of traffic is looking for iphone12 in organic searching.

Figure 4: Social media presence
(Source:Apple.com, 2020)

Overall social media presence of Apple is 3.34% which is quite less as compare to other big technological firms. There are around 39.70% of traffic is generated through its Youtube. Apple uploads videos of its products on Youtube which is seen by many users. On Twitter, it has 17.39% traffic. Facebook page of Apple is generating 15.65% traffic (Sanusi et.al., 2020).

Figure 5: Display advertisement
(Source:Apple.com, 2020)

Apple is enhancing its traffic through display advertisement as well. There is .55% traffic which is generated through these display ads. Go.Inkam.com, Macworld.co.uk are the main publishers.

Figure 6: Facebook followers

Apple is using its social media accounts to make its consumers aware of its products and services. All the time it gives quality content and user-generated content which supports Apple in influencing the buying decision of other consumers. The intensity of content is moderate (Nuseira & Aljumahb, 2020). As Apple’s Facebook page has 13038998 followers. 4490557 people have checked this page which indicates that followers of this company are very high.

Figure 7: Twitter followers

Twitter account of Apple has 5.5M followers. On 3rd Nov company has posted one video on its Twitter account which has been seen by 3.3M viewers. This indicates that the intensity and quality of user-generated content are very high.

Comparison with Microsoft

Figure 8: Traffic sources of Apple and Microsoft

Microsoft has direct traffic 48.02% whereas Apple‘s direct traffic is 34.93%. Referral of Apple is 8.14% but Microsoft’s referral traffic is 10.26%. Searching of Apple is high that is 51.83% and Microsoft searching is 36.38% (BIJAKŠI?, LEKO & RAGUŽ, 2020)

Figure 9: Comparison of traffic overview

Total visits of Apple are 477.18M whereas total visits of Microsoft are 1.07 B. Bounce rate of Apple is 49.77% but Microsoft has a bounce rate of 44.49%. Worldwide Apple rank is 67 but Microsoft falls on 31 ranks.

Answer 2
Existing customer engagement
Digital engagement is considering a strategy of business which aids the firm in making a connection with consumers and enhancing their engagement at an online platform. DEC is an effective tool to analyze the potential of the company to raise questions with consumers on a digital platform (Bhosale, Salunkhe & Ghavat, 2020). This framework helps in reaching to a wide range of audience in less time.

Customer engagement plays a significant role in the success of the organization. Firms always aim to retain its consumers in business for longer duration and make them positive so that they buy company's products frequently and gives positive reviews to others as well. By looking at digital engagement canvas framework of Apple it is identified that the company is offering a variety of products to a wide range of consumers (Sundaram, Sharma & Shakya, 2020).This attracts large audience towards the firm. This helps the firm in meeting the needs of global consumers of all age group. Furthermore, it is connecting with a young audience, those who understand the importance of technologies in such electronic items. These young people get connected with the firm through its social sites Facebook, YouTube, Twitter etc., By this way video that is being uploaded by the firm on these sites are viewed by a large audience. They give comments on it which influence the buying behaviour of other consumers as well. This raises their engagement on its digital sites. By connecting through digital site firm becomes able to answer consumers quickly and develop bonding with them (Jorge, Teixeira & Gonçalves, 2020). This enhances the online presence of Apple to great extent. The main objective of Apple is to enhance its traffic on digital site s=by 30% within 3 months, to meet this target firm is using several social media platform so that it can connect with a large audience., this aids in attracting more users and converting them into potential buyers. Apple is engaging its consumers through referrals, display ads, social sites etc. When referrals and display ads are used then consumers those who are searching for otherproducts get to know about the feature of Apple's products which makesthem positive and raise their interest into the organization (Reddy, 2020). Apple is using the RPA process and edge computing system which creates a unique image of the firm in the mind of customers. By this way, the enterprise becomes able to gain competitive advantage.

Digital engagement framework of Apple aids business in interacting with the global consumers and getting touch with them by using correct touchpoints. The digital presence of firm gets improved which aids the business in making its consumers loyal towards the brand. Apple is taking care of the needs of people hence it targets young people those who like to use such advance technology and have knowledge about it. They follow the modern lifestyle hence like to use such kind of equipment. This DEC aids Apple in keeping its competitors aside because it makes a direct connection with the consumers and meets their expectation. By reflecting its assets, technologies, engagement strategies Apple can create its unique image as compare to its competitors (Muthu&Pavithra, 2020).

Answer 3
Customer journey map, Buyer Persona and Propose DEC framework
Buyer Persona
A buyer persona can be described as a framework which is used to reflect the personality, taste and preferences of consumers of the company. All these things are reflected from gathering data from real buyers. It supports companies in knowing more about consumers and their expectation. By this way, firms can create its digital marketing strategy accordingly so that it can enhance engagement with these people (Gayathiri & Ravindran, 2020).

Customer Journey Map

Figure 10: Customer journey map

DEC framework

By using this DEC framework Apple would be able to enhance the attraction of a large audience which will increase the digital traffic of the firm. It should pay attention to its reviews of consumers and must upload YouTubevideos from time to time. This will enhance its view eras and more people will get to know about its amazing quality products. This will enhance market presence of Apple and more people will take interest in buying its products worldwide. Customer journey map reflects that Apple can make contact with a large audience by using several touchpoints. These touch point s will help in interacting with buyers, asking their needs and offering them an amazing shopping experience (Reddy, 2020). Apple will contact with the public through Facebook, Twitter and will post blogs and other blogs on its site. People would be able to visit their stores at the same time where they would get attractivediscounts. Apple will cross-check reviews of all people and will share rating on its site. If consumers have any kind of issue then it will provide the refund and will resolve their issues soon. These things will boost the market presence of Apple in brick and mortar and click and mortar world.

Conclusion
From the above study, it can be concluded that digital marketing helps the business in making a connection with a large audience and creating its unique image in the mind of a wide range of consumers. Strong online presence of the firm always aids the firm in increasing its revenues and enhancing the engagement of customers.

REFERENCES
Apple.com. (2020). [Online]. Available through Bhosale, M. S., Salunkhe, M. A., & Ghavat, M. L.(2020). The Role of Digital Marketing in Consumer Behavior.

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