‘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.
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.
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
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.
Horizon Marketing 