Mobile Marketing Strategy: Engaging Young Creatives with Apple

WEEK 4 CAPSTONE PROJECT 1 Alexandra Belanger, Alicia Bruce, Diego Corona, Charles Plasse, Dominick Scioli, Kalani Waddell Wilmington University Mobile Marketing (BMK 471) Ambrose Cousin 9/24/2023

WEEK 4 CAPSTONE PROJECT 2 The most significant factor that needs to be understood for a mobile marketing strategy is understanding the audience we are marketing to. We are choosing to market to creative types and selling our iPads and Apple Pencils for creating their art. We also need to market that the devices that they buy and use can be used for more than just art; if they are going back to school, they can use these products in school to help with their schoolwork. The next factor that needs to be considered is how the company will market to those individuals. There are many different ways to market through mobile, so finding the right way to do so will allow the company to succeed in its endeavors. The company is known for its iconic advertisements, with a clean and sleek look, so continuing that trend will only be beneficial. Retaining current customers while attracting new ones must also be considered when creating the mobile marketing strategy. The advertisements have to be attractive to new customers and showcase enough new features to draw in existing consumers. By using the SWOT analysis, the mobile marketing strategy needs to consider how strengths can be utilized, weaknesses can be developed, opportunities stay in our sights, and all threats are practically planned for. One of Apple's strengths is that it is one of the world's leaders and can efficiently utilize its current status as one of its most significant marketing tools. Apple's notoriety alone is almost enough to market anything to anyone. Apple's most significant weakness in its marketing strategy is the closed ecosystem and how Apple products are incompatible with other mainstream products. This factor is not something that will bring the marketing strategy to a grinding halt but is something that will limit the reach of any marketing campaign. A great opportunity for Apple's mobile marketing strategy is that so many different Apple devices can be utilized through a mobile device. Since this is a common theme

WEEK 4 CAPSTONE PROJECT 3 for Apple, it leads to limitless opportunities. The biggest threat to Apple is its competitors. Apple's competitors try to capitalize on everything Apple cannot do, directly targeting potential customers. What needs to be considered in our marketing strategy are relevance, creativity, and price. Our persona is 23 years old and has a moderate income. First, I will explain the relevance. Our persona and audience are young adults. Our advertisements must get their attention, and they must be quick. According to the article "The First 8 seconds," the attention span of Gen Z is about 8 seconds, while millennials have 12 seconds. Our advertisements need to attract the user in about 8 seconds or less. This means the campaign must include a call to action, words, colors, and imagery that will relate closely to the viewer. The creativity aspect needs to match the views of the audience. The campaign needs to attract the audience in ways that can inspire and motivate creative minds like the one Victoria has. Creativity within the movement can form an emotional connection between the audience and the product. They are making the product more meaningful and creating a solid relationship with Apple. Finally, price is a significant factor. Our target audience isn't wealthy. They are getting by in life. And they need to find reliable products that fit into their economic lifestyle. The back-to- school promotion is something that benefits the audience. It's a campaign that brings an opportunity to the working students who can't regularly buy two Apple products at a total price. This promotion and campaign enable them to feel included, and it also uses the FOMO tactic— fear of missing out on a great deal and two great products of their choice. Based on the above, the social channels that our group feels the best to use to reach our goal are social media channels like Instagram and TikTok, which would be great for advertising and promoting a marketing plan for Apple. These platforms offer personalized feeds and targeted ads, allowing Apple to reach a broad audience. Additionally, leveraging user reviews and professional

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WEEK 4 CAPSTONE PROJECT 4 judgments can help shape consumer preferences. Adapting strategies to emerging trends and staying in tune with consumer and competitor behavior is essential.

WEEK 4 CAPSTONE PROJECT 5 References Boogaard, K. (2023, April 28). How to write smart goals (with examples) . Work Life by Atlassian. https://www.atlassian.com/blog/productivity/how-to-write-smart-goals#:~:text=What %20are%20SMART%20goals%3F,within%20a%20certain%20time%20frame. Evans, M. (2017, May 2). 6 steps to developing A small business marketing budget. Forbes. https://www.forbes.com/sites/allbusiness/2017/05/02/6-steps-to-developing-a-small- business-marketing-budget/?sh=4ffc5ba3355c The first 8 seconds – capturing the attention of gen Z students . keg_left_Sharp. (2023, September 20). https://www.keg.com/news/the-first-8-seconds-capturing-the-attention-of-gen-z- students#:~:text=Research%20conducted%20by%20Microsoft%20in,digital%20content%20and %20multiple%20screens .

Week 4 Capstone Project

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