Horizon Marketing

“Hey guys, check out my new iPhone 13 Pro Max (Sierra Blue in color and 1TB in storage capacity)!”

“Fear-of-missing-out (FOMO) is more powerful than fear of losing.”
Naved Abdali

Bragging rights. Every word of the title to this blog post contributes to a powerful boastful statement which may lead to people in your reference groups to purchase the same identical phone from Apple in order for them to look “good and stay relevant” in accordance to the social norms.

“Check out my new Xiaomi Mi 11 phone (Blue in color and 256GB in storage capacity!” The volume of impact derived from this statement is just not the same isn’t it? The people from your various reference groups would probably give you a polite reply and pretend to be interested in your new phone for the next 2 minutes.

Apple’s iPhone has been on a pedestal in terms of brand and product image for the past decade. What did they do and consistently improvise in order to reach the market position which they are in right now? Let us now delve into the STEPPS which Apple has undertaken through the years.

Apple took the STEPPS forward

When the world sees the English fashion model and actress with millions of followers on her Social Media accounts using an iPhone, the world will be persuaded to think that the iPhone is relevant and premium.

The principles behind the iPhone phenomenon can be better understood by looking at the STEPPS values which the consumers hold close to their hearts: (S)ocial Currency, (T)riggers, (E)motion, (P)ublic, (P)ractical Value, and (S)tories.

Apple’s (S)ocial Currency & (T)riggers Factors

The social currency and triggers are closely correlated. Social currency allows Apple to have a strong influence across the various demographics and reference groups. The iPhone’s social currency has established a strong credibility amongst consumers based on strong social media presence. With a slew of celebrities such as Samuel L Jackson and Kim Kardashian using them and more than 560 million tweets on Twitter regarding iPhone, it is no surprise that they have such a high social currency value.

With the high social media penetration rates in the Asia-Pacific region (APAC) of more than 90 percent, it can be safely concluded that the social currency and triggers factors of Apple have a huge impact. The triggering factors of Apple can be seen from the constant environmental stimuli which keep Apple in our minds from time to time. The stimuli come in various forms. It can range from a social media post to a conversation with your acquaintance regarding the latest iPhone.

Apple’s (E)motion and (P)ublic Factors

Do you still remember the time when you bought an Apple MacBook after seeing 80 percent of your classmates owning one in class? The strong desire to purchase it was further strengthened by the amusement you felt while trying it out because of the friendly interface and the sleek-looking design. Those are the Apple’s emotion and public factors in action.

Conformity is a strong influence as it forces people from all walks of life to fit in to a set of societal norms. This conformity is a huge part of the public factor which Apple utilizes very well through the years. They have always advertised their products as the optimal choice for our daily lives with implementations such as the their iCloud system which draws consumers into getting various products in order to be part of the Apple eco-system. As their userbase grows, their public factor grows and this growth leads to strong positive emotions for consumers when they purchase Apple products.

Apple’s (P)ractical Value and (S)tories Factors

A father reading a bedtime story to his child

Do you still remember the story about the Little Red Riding Hood? Regardless of our age, we will always remember how the Little Red Riding Hood realized that her grandmother was actually a wolf in disguise. That is the power of the “stories” factor.

Apple’s Shockproof Advertisement on YouTube

Apple utilizes the stories and practical factors very well. These can portrayed from the abovementioned YouTube advertisement regarding the sturdiness of their iPhone 13. It can even withstand the impacts resulted from the rough handling by cute toddlers. These are factors which consumers will remember for a prolonged period of time.

STEPPS by STEPPS

The end result of Apple’s implementation of the STEPPS framework through the years is consumers’ Fear-Of-Missing-Out (FOMO); should they not jump on the bandwagon of purchasing their products. This has resulted in consistent massive revenues for the companies through the decades. Everyone wants to be seen as someone who’s relevant and sleek with an arsenal of Apple products.

Hey Siri, will you marry me?

“If we seek for the best times to act, we may miss some opportunities. We must seize the moment and make it great.”
Lailah Gifty Akita, Pearls of Wisdom: Great mind

Apple’s Siri is undoubtedly the partner many of the iPhone users need. She (or he) always listens, always acts, and always gives. Some wonderous ways of Siri range from guiding those who are consumed by wanderlust with the directions to the nearest train station to playing the latest songs on the Billboard top 100 charts for those in need of some tunes to brighten up their moments. What a great keeper Siri is.

There has been an old saying which states that behind every successful man is a strong woman. For Apple’s Siri, the foundation is the Google search engine. Being worth approximately USD $1770 billion as of January 2022, Google is indeed a steadfast foundation. Let us now have a look at how this dynamic-duo effectively utilize the Google Micro-Moments to satisfy their consumers’ needs and wants based on their understanding of their online-behaviors.

Siri gives us answers to the “I-Want-to-Know Moments”

Are Kanye west and Kim Kardashian getting a divorce? Is the latest iPhone 13 really shock-proof? These are some of the questions which we may have upon reading the news or seeing that iPhone 13 advertisement from YouTube ad. The beauty of Siri is that it can provide us with the answers to these questions within moments.

With over 500 million Siri users worldwide, iPhone users have grown a strong reliance on Siri. Furthermore, more than half of the smartphone users have the tendency to conduct searches on online search engines to satisfy their need for information. Those moments of searches can be classified as a part of the Google Micro-Moments.

Siri gives us answers to the “I-Want-to-Go Moments”

There are many moments in our daily-lives which require us to find our way to specific locations. The moments can range from finding our way to the nearest café for a lovely afternoon date to finding a nearby eatery for supper when our hunger strikes during the wee hours. Searches such as “Top 10 best cafés near me” and “Food 24/7” are amongst the various Google searches which iPhone’s Siri can help us to conduct in our times of need no matter where we are.

It is astonishing to note that from the year 2015 to 2017, there was a rise of more than 500 percent in the “near me” searches conducted on mobile devices! These Google-Micro-Moments are indeed increasing in a rapid pace.

Siri gives us answers to the “I-Want-to-Buy Moments”

Thinking of purchasing a new Audi car? Or perhaps you are just looking for a store which sells that specific Fisherman’s Friend’s Honey and Lemon flavored candy? These are questions which iPhone’s Siri can easily answer with a long list of results from the Google search engine. Consumers nowadays are indeed pampered with choices at their fingertips.

Research has shown that more than 70 percent of shoppers at brick-and-mortar stores have done their research online before entering the respective stores. These Google-Micro-Moments are pivotal to both consumers and businesses alike.

Siri gives us answers to the “I-Want-to-Do Moments”

After binge-watching the many seasons of MasterChef Junior featuring Gordon Ramsay and a bunch of children (who have better culinary skills than most regular adults), you do feel motivated to try to whip up some of the dishes shown in the show, don’t you? This is a Google-Micro-Moment when people ask Siri via their iPhones for step-by-step guides on how they can prepare those dishes.

It has been reported that the increase in the number of searches with the term “how to” has been steadily increasing for more than 70 percent every year! This shows that the reliance on online searches has increased exponentially across the demographics.

Majority of the “Moments”

As of the year 2022, it has been reported that there are more than 1 billion iPhone users worldwide. The numbers will continue to rise together with the existing 6 billion smartphone users in the years to come. Amongst the huge smartphone userbase, more than half of them use their smartphones as the primary mode of access to the internet! This phenomenon is set to rise even further in the future.

The Defining Moment

The dynamic-duo comprising of iPhone’s Siri and Google’s powerful search engine has indeed caused a paradigm shift in the way we live our lives. More importantly, businesses have changed and need to continue to seize the moments and make them great by meeting consumers’ needs quickly and coherently through channels optimized for smartphones.

Wouldn’t it be nice for Siri to suggest you as the top pick for the 1 billion iPhone users as they continue their quests for information?

Will Apple eventually takeover Google?

“Let your plans be dark and impenetrable as night, and when you move, fall like a thunderbolt.”
Sun Tzu, The Art of War

Are you in need of a new flagship phone? How about a staycation at Marina Bay Sands Singapore to recharge your soul? You can have the answers to these questions at your fingertip by simply Googling them.

Majority of consumers nowadays utilize Google’s search engine for everything under the sun. In fact, Google is the major search engine with an astounding market share of nearly 90 percent!

Companies believe in Google

Money Transaction Between a Consumer and a Business

Companies all around the world have been paying Google for their services. One of the most subscribed services which businesses utilize is Paid Search Marketing. Advertisers of the businesses will only have to pay when consumers click on the ads shown on Google search, also known as Pay-Per-Click (PPC). These companies include internationally-renowned Fortune 100 corporations such as Amazon and Microsoft. These Fortune 100 corporations alone account for more than USD $3 billion spent on PPC.

Consumers believe in Google

Consumers such as us have a heavy reliance on Google search engine. The wide-ranging things we search for on a daily basis contribute to more than 3 billion searches on Google everyday. This phenomenon has led companies to spend on Search Engine Optimization (SEO). Google SEO allows companies to be listed in a certain order according to a range of criteria such as relevant words and phrases. Every company in the major industries vie to be the top listed option on Google search as it provides their business with high visibility. This will translate to higher potential revenue in the long run. On a global scale, companies have been spending beyond USD $75 billion every year on SEO services alone.

Everyone believes in Google

It is widely known that one of the key cornerstones of every business is their study of statistics. Based on statistics, more than half of the consumers who browse the internet make new online purchases on a weekly basis. Consumers of various demographics develop reliance on online purchases due to the ease of use. Companies develop reliance on SEO and PPC due to consumers’ high levels of engagement with online purchases.

Apple’s Pie in the Search Engine Industry

It is an established fact that Apple products’ default web browser is Safari. Have you ever noticed that when we ask Apple’s Siri to aid us in conducting an online search, the default search engine is Google? The reason is worth USD $9 billion. It has been reported that Google potentially paid USD $9 billion over the span of just 4 years so that they can remain as the default search engine on Safari.

The amount Google paid Apple is rather insignificant as Google ads alone have generated close to USD $150 billion in 2020. Apple might be planning to have a bigger portion of the pie because of the lucrative revenue. If Apple were to set up their own search engine, they will be providing multiple open doors such as acting as an ad platform for stakeholders such as webmasters and app developers to utilize for the promotion of their websites.

Unless someone can give Apple USD $150 billion worth of reasons to naysay on this option, I personally believe that Apple might be steering towards this direction. Apple might indeed be planning in the dark before striking Google hard and fast like a thunderbolt.

The search continues

Whether is it the Apple search engine, or the Google search engine, I believe that consumers of all ages will continue their search for happiness. After all, the happiness of finding that unbelievable staycation deal on search engines is irreplaceable.

When you have succeeded in planning, you are planning for your success.

“By failing to prepare, you are preparing to fail.”
Benjamin Franklin, Founding Father of the United States

It is widely-known that the foundation of every successful fulfillment of a specific vision is continuously planning at every juncture. With proper planning, the organizations are able to have a clear direction and consistently steer towards it. Many visionaries are able to have their visions come to pass because of strategic planning. Let us now better understand how a visionary built a world-renowned company.

Apple

The smile of Steve can be identified as the smile of success. Apple has grown exponentially since 2004. It is astounding to note that their revenue growth has multiplied manyfold from a mere USD$8 billion back in 2004 to more than USD$2000 billion in 2020.

A success story such as Apple’s do not come from sheer luck. It is the result of constant planning. Let us now better understand a fraction of the reason behind Apple’s success.

Apple’s RACE to the top

Apple did indeed raced to the top with the help of the RACE marketing model. They were able to successfully grasp and implement the RACE model into their business through the years. Before we understand their race, we need to understand the RACE.

(R)each-(A)ct-(C)onvert-(E)ngage

The RACE framework is a cycle which is self-sustainable in the long run. Every stage of it is crucial in ensuring that the transition to the next stages are smooth. How exactly did Apple implement the RACE framework? Let us now have some insights into how did they manage it.

Apple (R)eached

Apple has been an established company for decades. One of the key reasons why they are still one of the leading companies in the technology industry is because they are always reaching out to old and new consumers. Apple continues to build awareness of their new functions and products through multiple platforms. The Apple team’s astuteness in reaching out to consumers can be shown by how they manage feedbacks and complaints even on their Twitter accounts. These elements add value to the consumers and make them feel heard.

Apple (A)cted

Upon building awareness of their new products and services, they have a strong support system whereby both consumers and potential consumers are able to have their enquiries answered from their official website. They have global teams around the different regions of the world to answer those enquiries 24/7. This incredible support system creates a high level of engagement between Apple and their consumers. In the long run, these touch points create a lasting positive impression in the minds of their consumers.

Apple (C)onverted

Customers cheer during an Apple store opening in China.

Apple has been converting the different market segmentations through the decades. They have been constantly trying to improve their Apple ecosystem which allows their consumers to seamlessly perform and enjoy every Apple product they have in their arsenal. An impressive achievement of Apple is how they have even managed to convert consumers from across the multiple industries such education, the creative arts, and the governments. The Apple ecosystem, coupled with their high engagement levels, bring about high perceived values to the consumers as they believe that Apple products are able to bring them productivity.

Apple (E)ngaged

Apple has a strong after-sales service. Their after-sales service consist of both online and offline teams. Their online support team is constantly available to help their consumers who have met with certain issues while using their products. Consumers who prefer to get help from their brick-and-mortar stores can choose to head down to the dedicated customer service centers for consultations.

Apple delivered

The reason why Apple is still one of the leading firms is because they are always improving and engaging. They excel in both their product quality and service delivery. When Apple delivers, consumers become believers.

The key to your consumers’ hearts (and wallets)

‘You’ve got to start with the customer experience and work back toward the technology – not the other way around.’
Steve Jobs (Apple Founder)

Anyone on the streets will undoubtedly be able to recognize what the product is. The chances of it being in their wish-list every Christmas are high.

In this modern day and age, we can safely assume that almost every household has had an Apple product before. This phenomenon has been ongoing for more than a decade and we are the reason why Apple still remains as one of the top 10 companies globally. From my perspective, Apple plans to stay there for a very long time.

Apple has been doing it right (mostly)

If we discount the (n)ever-changing design of their iconic iPhone, it is not far-fetched to state that Apple has been drifting their business towards the right direction with their effective social media marketing. Apple is the embodiment of the values which consumers love and crave. The effective delivery of those values contribute massively to their success. The following are some of the things which we can learn from Apple should we someday want to dominate the Smartphone industry.

They portrayed their products as functional

According to Forbes, Apple always position themselves as the most functional brand which anyone is able to effectively use them with not much trouble.

Apple watch can keep the seniors safe

This photo was taken from a blog whereby Apple conveyed a message to the mass public that even the elderly will find their Apple watch functional. These social media campaigns effectively reach the consumers with the message: Apple products are useful and helpful for me.

They portrayed their products as experiential

Thanks to the huge progress which our society has made, majority of consumers nowadays seek beyond the functional values of their products. Experiential value is crucial as our smart products need to go beyond meeting the basic needs.

Source: YouTube

It is widely known that Apple holds yearly unveiling events towards the last quarter of the year. Prior to those events, they do not leak any information regarding the products which they will be launching. This builds suspense amongst the multitude of consumers on various social media platforms. To further entice consumers, they talk about the multiple perks of their products such as improved photography functions which may even outmatch the quality of camera products.

They portray their products as symbolic

Singapore’s Marina Bay Sands Floating Apple Store

The end goal of enterprises is to be a symbol of status amongst consumers from all walks of life. With the effective branding through the years, Apple has managed to attain high symbolic and perceived values in the market. To further strengthen their symbolic value, Apple utilizes social media to advertise the grand openings of their iconic apple stores such as the floating Apple store at Singapore’s Marina Bay Sands.

They portray their products as affordable

The jovial smile of the teacher with her young students learning from Apple’s iPad is the perfect depiction of Apple’s successful social media marketing. In spite of them being well known for their expensive flagship products, they come up with effective marketing of their alternate financing plans in order to make their products seem more affordable and worthwhile.

Be smart, be Apple

Before you start to wonder if this is a sponsored Apple post, it is most certainly not. It is a reminder of how social media is able to sway the consumers’ attitudes towards a brand and how brand loyalty is being instilled.

Be smart, be Apple.