When someone mentions smartphone, what comes to your mind? Apple’s iPhone of course! Have you wondered why Apple has been so successful?
Apple has constantly been creating new products to make the life of their consumers more efficient. Other brands do sell smartphones but Apple’s brand presence is far stronger although more expensive. They have a competitive edge over its competitors, by creating their own softwares and compatible devices specially made for their products, this is their business model.
Apple is very exclusive when it comes to their target market, the consumers that they want to appeal to. They make the best product for the best. They aim to target consumers who are young, high earners and are high achievers. The Millennials, because they spend a lot of time on the internet and social media as compared to other demographics.
Apple also became a product one would require to achieve a different social status, which made more people want Apple.
Apple knows that consumers are becoming more exposed to technology. Therefore they have been creating the best user experience through vertically integrated models, building platforms for content on Apple devices and also expanding the network of retail stores.
When the user experience is great, consumers are willing to pay premium pricing for the products that will change their lives.
Apple uses Social Media Marketing uniquely to connect with their customers. They only release news of new products on Twitter and FaceBook, consumers will not be able to leave comments there as there are sub-teams that will address the problems. They are most active on Instagram whereby the posts are pictures taken with iPhones, inducing consumers to buy their products in order to take such great shots. YouTube videos are released to engage consumers with upcoming releases.
Apple’s loyal customers remain because of the experiential value that they provide in their services and product. They feel good about using the product and worth the money. They also selected the ‘recruit and empower’ marketing strategy, celebrities have a wide social media reach and the advertisement or news of products would spread quickly.
Take a look at the video they did to introduce the new iPhones, it is done with impacts to grab your attention. It definitely captured mine, did it catch yours?Are you an Apple user, if you aren’t one yet, did this video change your mind?