Introduction:
The chosen product for this report is the iPhone 12 which is going to launch in 2020. The product has to reach customers using different marketing and communication tools. This report is going to use two heads under communication and marketing efforts. The integrated marketing communication matrix and communication media are two tools that have guided the discussion in this report. The company may use these tools because it has to communicate with the broader public and markets so that customers can purchase the product.
Integrated Marketing Communications Matrix:
Apple Inc. has the following integrated marketing communication matrix to use for the iPhone 12. The chosen product is already well recognized and famous, but the need for integrated marketing communications efforts is already there. The integrated-marketing communications matrix has two options on its y-axis; those are two-way communication and one-way communication. On the X-axis, options are along with the heads of the mass market, mass customization, or individual. Indeed, iPhone 12 would not be for mass-market or mass customization. Therefore, one-way communication is not appropriate for the chosen product. Thus, two-way communication in the integrated marketing communication matrix would be used for the selected product. In a research study as well, integrated marketing communication is a strategic tool to keep customers retained and loyal for long (Oluwafemi and Adebiyi, 2018).
Figure: Integrated Marketing Communication Matrix (Chosen strategy is 2-way communication)
Source: https://www.slideshare.net/nbairstow/imc-media-strategy-implementation
Research also stated that conspicuous spending does not attract the mass market because very few people or segments attract it. iPhone 12 would be similar in approach to previous models by the company that would invite the attention of a niche market. The niche market for the chosen product is better communicated through viral marketing, word of mouth, face to face interaction, and press release from the company. However, the company may go for individual-level marketing because iPhone 12 is such a product that needs personal consideration. The essential point in the marketing for iPhone 12 is that the company does not customize it at the mass level. There are rumors that the company will launch six sets for the iPhone 12 model in 2020. It is a more extended range of models with any launch by the company. Although it is just an expectation that iPhone 12 would come with six sets, it is an effort towards mass customization. These sets would differ in size, battery performance, and technology. Rumors suggest that the company may offer some sets with 5G technology and some sets without it. Therefore, the combination of attributes makes it possible to test mass customization. For this purpose, the tools present in the integrated marketing communication matrix are suitable. These tools are word of mouth, viral marketing, and other marketing efforts using other communication media. The use of personal selling for the iPhone 12 would be beneficial, especially when the company is also active on its online platforms. There is technological advancement and innovation every few months, and sales representatives on online platforms have to be aware of the latest technologies. As a result, they have to offer personalized information for customers about each product and innovations. However, the iPhone 12 should adopt marketing communication. Research also finds the importance of invisible communication activities, along with different perspectives (Finne and Strandvik, 2012). Moreover, the use of integrated marketing communication can further integrate marketing communication. As a result, a company may get the maximum benefit from its marketing communication efforts (Pitta, Weisgal, and Lynagh, 2006).
Communication Media:
The chosen product, iPhone 12, would choose various communication media for the advertisement. Apple Inc spends a considerable amount on advertising activities. The company decided not to disclose its advertisement expenses when the budget reached $1.8 billion in 2015 (Basulto, 2018). It shows that the advertisement budget might have exceeded further (DORMEHL, 2016). It is because of the power of advertising that the company has to rely on to satisfy customers. Similarly, iPhone 12 has to use different communication media, including print media ads, television, internet-based ads, and personal selling.
A blend of different media forms would help the brand to be more penetrated and involved with customers. Television ads of Apple Inc. are always touchy and motivational. They look trendy and advertise the company’s products in a confident style (Ispot.tv, 2019). Moreover, the company does not have to make many efforts to invite the attention of customers. It is because people usually wait for their products. The impact of offline communication media is still very high because people get influenced by the message advertised over it. However, the iPhone 12 has to focus more on online communication media using social media, internet ads, and personal selling over an online platform (Kapko, 2015). Personal selling of conspicuous products is usually sufficient because high-end consumers for a niche market are its customers. The company is active in using a press release to inform about the product, and it is an effective means of communication (Gallo, 2019).
The chosen product would emphasize social media marketing communication as it affects customers directly. It also affects young consumers as research finds a positive impact of social media marketing on the attitudes of adolescents (Duffett, 2017). Research has found the importance of word of mouth, internet, and social networking in the communication media (McGrath, Primm, and Lafe, 2017).
Conclusion:
The report concludes that iPhone 12 is going to attract the attention of different segments of the market. Elements of the integrated marketing mix show that the products require an emphasis on word of mouth, online marketing, personal selling, and reliance over offline media to communicate with customers. Moreover, the communication media includes online and offline channels because each form attracts customers effectively. It is better to use personal selling in the context of a surge in online buying from customers. The chosen product has to consider this aspect. In so doing, it has to utilize all means of advertising and marketing.
References
Basulto, J. (2018) Why Apple Spends $1.8 Billion On Advertising, [Online], Available: https://medium.com/seedx-digital-marketing-guru/why-apple-spends-1-8-billion-on-advertising-38d3940270bf [12 December 2019].
DORMEHL, L. (2016) Apple’s latest secret: Its advertising budget, [Online], Available: https://www.cultofmac.com/455536/advertising-budget/ [12 December 2019].
Duffett, R.G. (2017) ‘Influence of social media marketing communications on young consumers’ attitudes’, Young Consumers, vol. 18, no. 1, pp. 19-39.
Finne, Å. and Strandvik, T. (2012) ‘Invisible communication: a challenge to established marketing communication’, European Business Review, vol. 24, no. 2, pp. 120-133.
Gallo, C. (2019) Tim Cook Used a Specific Communication Strategy in Apple’s iPhone Keynote. Here’s Why Every Public Speaker Should Too, [Online], Available: https://www.inc.com/carmine-gallo/tim-cook-used-a-specific-communication-strategy-in-apples-iphone-keynote-heres-why-every-public-speaker-should-too.html [12 December 2019].
Ispot.tv (2019) Apple iPhone 11 Pro TV Commercial, ‘Snowbrawl’, [Online], Available: https://www.ispot.tv/ad/Zbt4/apple-iphone-11-pro-snowbrawl [12 December 2019].
Kapko, M. (2015) Inside Apple’s odd, yet effective, social media strategy, [Online], Available: https://www.cio.com/article/2979114/inside-apples-odd-yet-effective-social-media-strategy.html [12 December 2019].
McGrath, J.M., Primm, D. and Lafe, W. (2017) ‘Marketing Communications Media Used by Heritage Tourists: New Insights from a Pennsylvania Study’, Journal of Marketing Development and Competitiveness, vol. 11, no. 1, pp. 19-32.
Oluwafemi, O.J. and Adebiyi, S.O. (2018) ‘Customer Loyalty and Integrated Marketing Communications among Subscribers of Telecommunication Firms in Lagos Metropolis, Nigeria’, Journal of Competitiveness, vol. 10, no. 3, pp. 101-118.
Pitta, D.A., Weisgal, M. and Lynagh, P. (2006) ‘Integrating exhibit marketing into integrated marketing communications’, The Journal of Consumer Marketing, vol. 23, no. 3, pp. 156-166.
