Strategy

Why is Apple so Successful at Marketing?

by Tabassum Nusrat Soti

Originally founded as an innovative computer manufacturing company, Apple Inc. is the largest multinational tech company in the world. It has over 1.5 billion users and around $1.5 trillion yearly revenue. The company has a very effective approach to the market. Their marketing strategies have been proven to be super convenient. The vision Steve Jobs had seen and the strategy he had established has brought the company a long way.

People from around 155 countries use Apple products and next-generation stores in 25 countries say a lot about their success. So let’s take a second and think about how they are doing it. A small company, formed in California, 1976, is now the most successful and well-known business-front of all time.

Why is Apple so Successful at Marketing? Reason for Apple’s Marketing Success

360° marketing is the concrete way a product can reach out to 100% of its potential market. Effective marketing makes sure that the product is sold and customer value is created. Apple has an elaborate marketing plan. They conduct thorough market segmentation and their marketing strategies hover around the target markets. You must think they follow the most complicated way of marketing, covering the 360° concept. But the answer is a bit contradictory. They actually follow a very simple way of marketing. They let their product speak for itself. It may not sound much but it works wonders.

Apple Inc.’s Commercial ads, Billboards and Poster Advertisements

Steve Jobs had set some morals for the company and the entire corporation is keen to oblige them.

  • The first thing they believe in is “keep it simple.”
  • Second would be “let the quality speak,”
  • Third has to be “say innovative, deliver innovative.”
  • Finally, “always stay, customer-focused.”

Therefore, they do not pursue the typical way of marketing. They have commercial ads, billboards and poster advertisements. But they never exaggerate product features too much. It never occurs to them to compare their product with anyone. The billboard showcasing iPod advertisements only had one line, “1000 songs now in your pocket”. iPods are the most sold mp3 players in the world. They keep it simple. People get drawn to their products because they don’t try to monopolize them. This was one of the reasons why they are so successful at marketing. Let’s look at some other reasons.

Apple Inc,’s Brand Ambassadors 

They do not spend tons of money on advertising. They do not hire stars to feature in ads. They do not sponsor events for publicity. They do not approach the advertising world as a typical marketer. In fact, it is against their company morals to do so. They are highly unlikely to spend a cent on conventional advertising. Rather than that, they would give away free products. Yes, they believe in their product and they let the promotion happen itself. They just send off free products to celebrities, influencers, TV shows that are 100% positive about Apple products. So the channel promotes its products by using them on screen and sharing their experience. Review work has always been a perfect market spinner. They do not even bother to send anything to a channel that is not 100% positive about their product. Thus their promotion and advertising are done over free product distribution. They allure the market by free trial periods of innovative features as well.

Apple Never Goes for Price War

The company has always offered out of the box features. From its operating system to the product description and smart assistant, it always has a unique of all and best of all elements. They are so confident in their product that they do not even bother advertising immensely; they just send off free products and let the quality speak for itself. They never compromise with quality. They never take part in a price war. Therefore when they say premium service, they deliver and charge for premium service. Apple product quality is a legit marketing point itself.

Apple’s Customer Service and Reputation

The company is known for its world-class customer service. One thing Steve Jobs has established more than anything in the company is the value of the customer. “The customer is the priority.” Enriching consumers’ lives is their ultimate goal. The entire corporation is built customer-focused. Even the new generation store employees get a fixed salary rather than a commission-based salary. So they entirely focus on helping the customer. They do not hover around them or nag them or exaggerate product specifications. There are about 510 new generation stores in 25 different countries. And they have over 50million visitors every day altogether. This has become possible because of the excellent customer service. Thus the marketing is done word of mouth of the satisfied visitors. 1 in 4 new buyers purchases an apple device because people around them are satisfied IOS users. So that is exactly why they are so successful at marketing. They don’t mind giving away thousands of free products; they always keep it simple while advertising and they keep the present customer satisfied. They follow a modest marketing strategy and it works wonders.

Related

Reference

  • https://en.m.wikipedia.org/wiki/Apple_Inc.
  • https://www.crazyegg.com/blog/why-is-apples-marketing-good/
  • https://www.forbes.com/sites/christinemoorman/2018/01/12/why-apple-is-still-a-great-marketer-and-what-you-can-learn/amp/
  • https://www.marketing91.com/marketing-strategy-apple/
  • https://www.workzone.com/blog/apple-marketing-strategy/