Digital and Social Media Marketing Social Media Audit
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The content presents a social media marketing campaign plan for Appleās iPhone, targeting urban and lifestyle-focused consumers. It establishes SEO and Instagram objectives, recommends influencer storytelling, augmented reality unboxing, and user-generated content, and proposes a seven-day content schedule. The campaign aims to increase engagement, traffic, sharing, and ecosystem awareness through assignment help uk by Assignment In Need.
Introduction
This presentation develops a social media campaign plan for the consideration of Apple, with particular emphasis on the promotion of the iPhone as a product. The presentation of the campaign plan includes developing the customer persona through which the core market segment is shown. Following this, social media marketing campaign objectives are developed to showcase different areas of targeting marketing activities for improvement at Apple. The targeted objectives include developing the Search Engine Optimisation outcome of a 5% increase in click-through-rate traffic increase, as well as a 10% increase in social media sharing of user-generated posts. The presentation also covers the strategic approaches recommended for each of the objectives and primarily focuses on leveraging the Apple brand to create improvements in social media marketing from storytelling and user-generated content creation. The content plan creation maximises engagement opportunities for Apple by developing an optimal schedule for social media posts across seven days. The presentation concludes with the example of campaign visuals given to present informative social media instances from the campaign plan.
Customer persona
- Geographic: Apple iPhone consumers are primarily located in urban cities, following Appleās retail strategy of brand stores being located in high-traffic urban neighbourhoods globally (Pezzini, 2016).
- Geographic: Apple iPhone consumers are primarily located in urban cities, following Appleās retail strategy of brand stores being located in high-traffic urban neighbourhoods globally (Pezzini, 2016).
Customer persona (contd)
- Psychographic: The segmentation from a psychographic perspective indicates consumers from middle-class backgrounds, seeking to associate with Appleās lifestyle branding (Moorman, 2018).
- Behavioural: Consumer behaviour indicates a complex buying decision with potential repeat purchase frequency, depending on brand loyalty status.
Objectives
- The first objective is to increase website traffic from Search Engine Optimisation by 5%.
- Optimising the results on search engines allows consumers to find brand content with greater visibility in first-page results.
- It also helps with third-party marketing practices such as influencer marketing or user-generated content that reflects the Apple brand.
- Drawing customers along the digital touchpoints in social media networks ensures an omnichannel consistency is created.
Objectives (contd)
- The second objective is to increase the sharing of posts on Instagram from user-generated content by 10%.
- Apple must ensure that content reflected on its social media platforms has the brand hashtag to prompt the sharing of content.
- The user-generated content can be more effective if it features other Apple products and services, as this creates greater interest for other Apple brand items.
- This maintains the brand consistency of drawing consumers within Appleās ecosystem of products and services.
Strategies
- Apple can employ a storytelling strategy in collaboration with key social media influencers and rating website hosts such as MKBHD.
- This will utilise AR technology to create immersive unboxing experiences that users can view through AR apps (Tanderup, Reunanen and Kraus, 2019).
- It will increase the visceral content of digital social media marketing content and reduce the barrier of distance for consumer immersion.
- AR unboxing for the iPhone can be leveraged to unbox other Apple products as well, in keeping with the shared ecosystem business model of Apple (Montgomerie and Roscoe, 2013).
Example campaign visuals
- The example campaign visuals indicate the type of social media marketing message which can be deployed by Apple.
- It maintains coherence with the Apple brand identity by using a similar mix of colours and minimalism (Turner, 2007).
Conclusion
The presentation has developed the social media marketing approach for Apple towards promoting its iPhone brand of smartphones. The campaign development targets the relevant consumer segment to create successful brand engagement based on the premise of the social media marketing campaign, and the strategy also recognises the importance of the consumer in creating brand engagement for content across user-generated and storytelling initiatives. These concepts are also relevant to marketing assignment help, particularly when analysing social media strategy, consumer engagement, and digital marketing campaigns.
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