Which apple do you choose, the technology or the fruit?

Digital marketing is quickly becoming a popular way for potential shoppers to avoid shopping in local retail stores or shopping malls due to the potential for lower prices, extended product categories and an overall easier transaction from beginning to end. A business has the option to invest into paid advertising in order to gain additional customers and sales.

According to Ballantine, paid search marketing nearly generates double the clicks of clicks generated organically (or customer focused searches) and with businesses spending 10’s of millions per year on Banner advertisements, online marketing appears to be a financially successful venture for a business with an online presence to undertake.

According to specific elements proposed by Rose and Hair, information processing, perceived ease of use and perceived benefits can either persuade a customer towards the targeted website or disassociate the customer with any future transactions.

Ask around the room you are currently in and there’s a very good chance at least one person has heard of Apple as a brand and will most likely have any apple consumer electronic product with the above logo displayed on it. They’re popular, trendy and a statement in this current century.

According to a Morgan Stanley survey through Statista, Apple iPhone users are by far the most loyal of all platforms in the same phone class and alongside the person in the room who is familiar with apple products, most of us have seen a digital ad containing one of their newest products.

As an avid Apple user, I am included in the 92% who are likely to repurchase a newly released apple product within the next 12 months.

The first step is realising we would like to purchase a product or the intent to buy in the future. This can also be known as IP or Information Processing. This could happen through personal thinking or experiences, seeing these products within the real world or constantly seeing or hearing advertisements for these products.

Further from IP, most of us will go and do some research on these products to make a pre purchase evaluation. Visit the Apple website and you will be bombarded with sharp, clear images that demand your attention and the newly updated technology and features these products contain.

Next, we may look at the Perceived Benefits of purchasing these products. Old technology no longer as efficient or just the need for a newer, better product option and these three antecedents are what can help either a loyal or new customer to purchase the latest technology produced by this company. The latest ad by Apple may cause users to remember the 11 million batteries replaced in 2018 due to the Battery scandal that had occurred (Leswing K, 2019). This ad, however, implies the battery life as being extremely good and due to the digital ad, makes the iPhone look appealing to not only loyal customers but also the chance to persuade new customers into buying the latest Apple product.

Leswing.k. (2019). Apple is squirrelling away money to pay for lawsuits related to its iPhone ‘batterygate’ throttling scandal. https://www.businessinsider.com.au/iphone-batterygate-lawsuits-cause-apple-to-set-aside-money-2019-2?r=US&IR=T: Business Insider Australia.

Pay-Per-Click Advertising: What Is PPC & How Does It Work?. (n.d). https://www.wordstream.com/pay-per-click-advertising.

[Apple Homepage]. (2019). https://www.apple.com/au/.

Armstrong. M. (2017). Most Iphone Users Never Look Back. https://www.statista.com/chart/9496/most-iphone-users-never-look-back. Statistica.

5 Popular Paid Online Advertising Strategies. (2018). https://www.ballantine.com/10-popular-paid-online-advertising-strategies/. Ballantine Corporation and Ballantine Digital