Coursework Cover Sheet
Module Name Digital Marketing Communications
Student Reference BP0271709
Number
(SRN)
Assessment Title Digital Marketing Communication of Apple
Declaration of Original Work:
I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is
my original work, researched, undertaken, completed and submitted in accordance with the
requirements of BPP School of Business and Technology.
The word count, excluding contents table, bibliography and appendices, is 2755 words.
Student Reference Number: BP0271709 Date: 30/04/2024
By submitting this coursework I agree to all rules and
regulations of BPP regarding assessments and awards
for programmes.
Table of Contents
Introduction:............................................................................4
Task 1 - Audit of the brand's digital marketing funnel.................4
1.1 Mapping the brand's current digital marketing activities against
the five stages of the marketing funnel............................................4
1.1 Mapping the brand's current digital marketing activities against
the five stages of the marketing funnel............................................4
Awareness......................................................................................4
Apple's digital marketing activities focused on the awareness stage
include:...........................................................................................4
Search Engine Optimization (SEO) to improve the visibility of their
website and product pages in organic search results.........................4
Paid Search Advertising (SEM) to target consumers searching for
keywords related to Apple products and services (Rowles, 2018).......4
,Social media campaigns on platforms like Facebook, Instagram, and
Twitter to reach a broad audience and generate brand buzz. The
hashtag #ShotOniPhone supports a social media effort where people
can share photos taken with an iPhone. The success of the promotion
has brought attention to the good quality of the iPhone camera.
Apple has given away free stuff and held contests using
#ShotOniPhone...............................................................................5
Consideration..................................................................................5
Interactive product demos and virtual tours on their website to allow
consumers to experience the features and capabilities of their
products.........................................................................................5
Targeted email marketing campaigns to nurture leads and provide
information about Apple's product lineup and latest updates (Patrutiu
Baltes, 2015)...................................................................................6
Retargeting ads on search engines and social media platforms to re-
engage consumers who have previously interacted with Apple's
digital content or visited their website.............................................6
Conversion......................................................................................6
Optimized e-commerce experience on their website, with seamless
checkout, secure payment options, and clear calls-to-action..............6
Personalized product recommendations based on consumers'
browsing and purchase history to increase the likelihood of
conversion (Rowles, 2018)...............................................................6
Limited-time promotions, discounts, and bundle offers to incentivize
customers to make a purchase. They run a program called "Back-to-
School" every year that is meant to reach both kids and teachers.
Apple is selling a package deal that includes an iPad or MacBook and
AirPods for less money during this sale............................................6
1.2 Evaluating the effectiveness of the five-stage marketing funnel for
Apple's digital marketing communication activities...........................7
A common way to organize and evaluate digital marketing
communication strategies is the marketing funnel, which is made up
of knowledge, thought, conversion, loyalty, and advocacy (Joshi &
Gimenez, 2019). This plan covers a lot of ground when it comes to
designing and implementing digital marketing. It makes sure that all
contacts and connections with customers are linked in a way that
helps reach goals. To plan and analyse its digital marketing, Apple
uses the five-stage marketing process..............................................7
Apple's SEO, SMM, IM, and CM have helped people recognise the
brand and come to the website in large numbers during the notice
stage. These ways of selling were used when people were aware. By
making Apple a leader in new ideas and market trends, these
strategies help the company stand out in the tech industry and
, attract a lot of people (Zarrella, 2019). Its internet marketing has
done a good job of keeping customers interested and up to date while
they are thinking about buying........................................................7
Apple's focus on conversion is clear in the way they use smart
marketing, focused product ideas, and fast e-commerce. All of these
things have helped Apple's sales and income soar through the roof.
Apple keeps customers coming back by making shopping easy and
customized (Garivaltis, 2020). As part of its digital marketing
strategy, Apple focuses on customer service, loyalty programmes,
tailored content, and building communities to encourage loyalty and
support...........................................................................................7
1.2 Evaluating the effectiveness of the five-stage marketing funnel for
Apple's digital marketing communication activities...........................7
Task 2 - The use of Search Engines (25 marks)............................8
2.1 Evaluating the role of, and the differences between, SEO and SEM
in digital marketing for Apple Inc.....................................................8
Key Differences:............................................................................10
2.2 Evaluating the role and effectiveness of content for Apple's
optimized search strategies...........................................................10
Task 3 - Paid, Owned, and Earned Communication (25 marks)....11
3.1 Explaining the difference between paid, owned, and earned media
using examples from Apple Inc.......................................................11
3.2 Critically assessing the use of paid, owned, and earned media by
Apple Inc.......................................................................................12
Task 4- Key findings and Recommendations:.............................14
Conclusion:............................................................................. 14
References:............................................................................15
Module Name Digital Marketing Communications
Student Reference BP0271709
Number
(SRN)
Assessment Title Digital Marketing Communication of Apple
Declaration of Original Work:
I hereby declare that I have read and understood BPP’s regulations on plagiarism and that this is
my original work, researched, undertaken, completed and submitted in accordance with the
requirements of BPP School of Business and Technology.
The word count, excluding contents table, bibliography and appendices, is 2755 words.
Student Reference Number: BP0271709 Date: 30/04/2024
By submitting this coursework I agree to all rules and
regulations of BPP regarding assessments and awards
for programmes.
Table of Contents
Introduction:............................................................................4
Task 1 - Audit of the brand's digital marketing funnel.................4
1.1 Mapping the brand's current digital marketing activities against
the five stages of the marketing funnel............................................4
1.1 Mapping the brand's current digital marketing activities against
the five stages of the marketing funnel............................................4
Awareness......................................................................................4
Apple's digital marketing activities focused on the awareness stage
include:...........................................................................................4
Search Engine Optimization (SEO) to improve the visibility of their
website and product pages in organic search results.........................4
Paid Search Advertising (SEM) to target consumers searching for
keywords related to Apple products and services (Rowles, 2018).......4
,Social media campaigns on platforms like Facebook, Instagram, and
Twitter to reach a broad audience and generate brand buzz. The
hashtag #ShotOniPhone supports a social media effort where people
can share photos taken with an iPhone. The success of the promotion
has brought attention to the good quality of the iPhone camera.
Apple has given away free stuff and held contests using
#ShotOniPhone...............................................................................5
Consideration..................................................................................5
Interactive product demos and virtual tours on their website to allow
consumers to experience the features and capabilities of their
products.........................................................................................5
Targeted email marketing campaigns to nurture leads and provide
information about Apple's product lineup and latest updates (Patrutiu
Baltes, 2015)...................................................................................6
Retargeting ads on search engines and social media platforms to re-
engage consumers who have previously interacted with Apple's
digital content or visited their website.............................................6
Conversion......................................................................................6
Optimized e-commerce experience on their website, with seamless
checkout, secure payment options, and clear calls-to-action..............6
Personalized product recommendations based on consumers'
browsing and purchase history to increase the likelihood of
conversion (Rowles, 2018)...............................................................6
Limited-time promotions, discounts, and bundle offers to incentivize
customers to make a purchase. They run a program called "Back-to-
School" every year that is meant to reach both kids and teachers.
Apple is selling a package deal that includes an iPad or MacBook and
AirPods for less money during this sale............................................6
1.2 Evaluating the effectiveness of the five-stage marketing funnel for
Apple's digital marketing communication activities...........................7
A common way to organize and evaluate digital marketing
communication strategies is the marketing funnel, which is made up
of knowledge, thought, conversion, loyalty, and advocacy (Joshi &
Gimenez, 2019). This plan covers a lot of ground when it comes to
designing and implementing digital marketing. It makes sure that all
contacts and connections with customers are linked in a way that
helps reach goals. To plan and analyse its digital marketing, Apple
uses the five-stage marketing process..............................................7
Apple's SEO, SMM, IM, and CM have helped people recognise the
brand and come to the website in large numbers during the notice
stage. These ways of selling were used when people were aware. By
making Apple a leader in new ideas and market trends, these
strategies help the company stand out in the tech industry and
, attract a lot of people (Zarrella, 2019). Its internet marketing has
done a good job of keeping customers interested and up to date while
they are thinking about buying........................................................7
Apple's focus on conversion is clear in the way they use smart
marketing, focused product ideas, and fast e-commerce. All of these
things have helped Apple's sales and income soar through the roof.
Apple keeps customers coming back by making shopping easy and
customized (Garivaltis, 2020). As part of its digital marketing
strategy, Apple focuses on customer service, loyalty programmes,
tailored content, and building communities to encourage loyalty and
support...........................................................................................7
1.2 Evaluating the effectiveness of the five-stage marketing funnel for
Apple's digital marketing communication activities...........................7
Task 2 - The use of Search Engines (25 marks)............................8
2.1 Evaluating the role of, and the differences between, SEO and SEM
in digital marketing for Apple Inc.....................................................8
Key Differences:............................................................................10
2.2 Evaluating the role and effectiveness of content for Apple's
optimized search strategies...........................................................10
Task 3 - Paid, Owned, and Earned Communication (25 marks)....11
3.1 Explaining the difference between paid, owned, and earned media
using examples from Apple Inc.......................................................11
3.2 Critically assessing the use of paid, owned, and earned media by
Apple Inc.......................................................................................12
Task 4- Key findings and Recommendations:.............................14
Conclusion:............................................................................. 14
References:............................................................................15
