Apple has over the past few years employed marketing skills that have served as a benchmark for other companies and importantly enough, propelled it to the top and turned the company from the prospects of bankruptcy. One of the most important skills that have been employed in marketing Apple products is the use of social skills. Examples of social skills in marketing include the use of social media and also use of the social events in launching new products. For many years, the company has not utilized social media platforms in marketing their products. With the contemporary demands of business, the giant business is now focusing more on the social media to improve the customer experience.
In 2016, the company for the first time opened a Twitter account that was given the handle name @AppleSupport. This Twitter handle aimed to give Apple users tricks and tips about their products and at the same time answer questions concerning the products and other support questions which is an essential part of marketing (Claveria, 2016) The twitter handle, according to the company's Chief Executive Officer will also be used in new ways that will enable users to get more of the Apple's products. The account enjoyed a close to 121,000 followers in his first 24 hours of creation depicting the high amount of potential customers it was going to reach. Initially, the company was reluctant to engage its clients through the social media sites as depicted by the dormancy and the fact that it’s former CEO, Steve Jobs was never a member of Twitter.
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The move by Apple to join the social media platform especially Twitter is a show of their determination to foster their customer experience and the company received an instantaneous positive response that showed how they were demanded at such sites. The move will ensure that the company is more available to customers hence shifting their focus to a more customer-centric one. Therefore, the consumers can get information with regards to new products such as the latest versions of iPhones, iWatches, and computers among others. Another importance of using the social media route for advertisement is the fact that the company can reach an overwhelming amount of customers which will assist them in strengthening their brand, creating customer loyalty, and also advocacy. Important information about their brands can also be availed through such platforms including specifications and prices which form part of the marketing mix.
Another important breakthrough in the field of social media is their recent acquisition of an official Instagram account that functions to promote, make announcements, and advertise its products. The Instagram account takes much use of photos and videos which are used as the main mode of passing a message (Griffin, 2017). The company, therefore, wishes to upload photos and videos that are taken using the iPhones in a bid to appreciate the prowess of their features. This is an important marketing strategy because it enables the potential customers worldwide to have a glance on the abilities of the Apple iPhones which might be used in making decisions about buying.
In conclusion, Apple together with other companies that use social media platforms has remained careful not to give an exaggerated picture that is furthest from the reality. They have also remained careful in dealing with customer's responses that might not necessarily reflect the true will of people at the ground. Apple has a huge following and is ranked as the third most valuable brand in the entire globe. Its latest engagement on the social media platform is an important social marketing skill that will not only serve as an example to others but also increase their customer relations and satisfaction.
References
Claveria, K. (2016). Apple’s Latest Social media Move Focuses on Customer Experience Retrieved from: https://www.visioncritical.com/apple-twitter-support-and-cx/
Griffin, A. (2017). Apple Finally Joins Instagram with Account Highlighting Photos Taken With iPhone. Retrieved from: http://www.independent.co.uk/life-style/gadgets-and-tech/news/apple-instagram-iphone-shot-on-8-pictures-camera-photos-images-twitter-facebook-a7880836.html
