Artificial intelligence is constantly evolving, even Apple is stepping up its advertising efforts.

Recently, as Vietnam emerges in the second-tier market, we're witnessing Apple launching louder advertising campaigns. Whether it's verified TikTok accounts or sponsored video ads, they're becoming more prevalent.

Why is a traditional brand like Apple, with its iconic products and vast user base, diving into Digital Marketing? Let's uncover the answer together in the article below.

Did you know, Apple has a history of extensive advertising?

Apple stands as one of the world's leading technology companies, renowned for products like iPhone, iPad, Mac, AirPods, and various services. Established in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne, it has become a symbol of innovation, quality, and design.

Apple started using advertising early on to sell its products. One of its most famous campaigns was '1984', aired during Super Bowl XVIII in 1984. This ad introduced the Macintosh computer, conveying the message that it would liberate users from the control of 'Big Brother,' a character from George Orwell's novel 'Nineteen Eighty-Four.' It left a lasting impression and is considered one of the greatest ads of all time.

Since then, Apple has continued to use advertising to promote its products and services. Other notable campaigns include 'Think Different' (1997-2002), 'Get a Mac' (2006-2009), 'There's an app for that' (2009-2010), 'Shot on iPhone' (2015-present), and 'Privacy. That's iPhone' (2019-present). Apple's ads are known for their simplicity, visual appeal, humor, and emotional impact. They often highlight the unique features, benefits, and values of their products and services compared to competitors.

Through advertising, Apple has built a strong and reputable brand among customers. They have also cultivated a dedicated fan base, eager to purchase and use their latest products and services. Apple is currently the world's most valuable company, with a market capitalization of around $2.5 trillion.

It's evident that Apple has had advertising campaigns for a long time, but mostly traditional ones. These campaigns mainly targeted strong markets like the US, Japan, or China. Hence, many Vietnamese users mistakenly believed that Apple didn't advertise due to the company's sales policy over the years.

Apple's shift towards online marketing in the Vietnamese market, appearing on platforms like TikTok, has surprised many users. Why did Apple change and opt for this advertising approach?

Apple's advertising strategy has become much more diverse and practical

Advertising helps Apple enhance brand awareness and reach potential customers. Through ads, Apple not only communicates information about product features and benefits but also creates emotions and connections with customers. Advertising also helps Apple differentiate and gain competitive advantages in the industry.

Advertising is also a tool for Apple to increase sales and profits. Through ads, Apple can attract and persuade customers to buy its products, especially new or significantly upgraded ones. Advertising also helps Apple maintain loyalty and engagement of current customers, encouraging them to continue using and purchasing Apple products and services.

In recent years, Apple has executed various advertising campaigns for its products and services across multiple media channels such as television, internet, print, social media, events,... Each Apple advertising campaign has its own style and message, but all adhere to the following common principles:

• Focus on customer benefits: Apple not only talks about product specifications or features but also addresses how products can solve customers' problems, needs, or desires. For example, in the advertising video for the new iPad Pro, the company showcases not only the new Magic Keyboard but also demonstrates how the iPad Pro can transform into a versatile and high-performance laptop.
• Create emotional connections: Apple strives to create ads that can impress and touch customers' hearts. The company uses elements such as music, imagery, storytelling, humor,... to create entertaining and appealing ads. For example, in the advertising video for AirPods Pro, Apple uses Eminem's song 'Lose Yourself' to evoke excitement and confidence in viewers when using their wireless earphones.
• Simplify communication: Apple keeps its ads concise, easy to understand, and memorable. Apple avoids using too much technical jargon or complexity, opting for simple and friendly language. The company also employs minimalistic yet sophisticated imagery and design to capture attention and reinforce brand recognition. For example, in the advertising video for iPhone 12, Apple uses just one phrase, 'Hello 5G,' to highlight the product's latest feature.

Most recently, Apple has brought many surprises that one would only expect from less prestigious brands or influencers. Apple launched live streaming sales directly in the Chinese market. Specifically, Apple tested a new sales format in China on May 31st, which was live streaming on the Tmall platform - one of the largest e-commerce platforms in the country. The live stream was conducted by 4 Apple Store employees, showcasing prominent Apple products such as iPhone, Apple Watch, and AirPods. The live stream lasted for an hour, attracting nearly 1.5 million viewers and generating revenue of $75,000. This marks the first time Apple has used this sales method globally.

Live streaming is one of Apple's efforts to revive the Chinese market, where they have faced challenges competing with rivals like Huawei or Xiaomi. In the first quarter of 2023, Apple's revenue in mainland China, Hong Kong, and Taiwan decreased by 3% compared to the same period last year, down to $17.8 billion. However, Apple remains optimistic and committed to continuing to collaborate with partners and customers in these markets. Additionally, Apple is expanding its online services in China and distributing products through various sales channels.

In Vietnam, Apple's presence isn't as flashy as having a verified account live streaming on platforms like Shopee or TikTok. However, Apple's recent efforts are commendable, such as rare moments on VTV, something phone brands stopped doing since 2015-2016.

Certainly! The increasingly challenging market is the main reason for Apple venturing into entirely new fields. These innovations will bring Apple closer to long-forgotten customer files and re-engage previous customers.

Meanwhile, offline stores are indispensable

Looking back to 2018, after Xiaomi's online-only policy gained popularity and its products were widely accepted, the Chinese brand introduced its first offline Xiaomi Store. This move not only contradicted its previous statement but also completely deviated from its declared policy.

But it's understandable, businesses need profit to continue developing and invest in future product generations. Hence, brands like Xiaomi recognize the potential for growth and profit enhancement, prompting them to start implementing regardless of previous statements.

Apple is no exception; the company has previously succeeded with its word-of-mouth selling approach. In fact, thanks to this sales policy, Apple has gained a lot of trust from users. Both adults and children love the company's products for various reasons, and the brand's success is undeniable.

But later on, as new generations emerge, they are only known through social media platforms, becoming less communicative than before. Faced with this trend, Apple will undoubtedly seriously analyze the value of online advertising, and indeed, the company has done so. While the results are yet to be seen, with its extremely high recognition, Apple is unlikely to fail.

Apple once believed that online advertising was unnecessary and didn't bring much value to their business. But gradually, they realized that online strategies have been and are bringing many positive trends. This has helped Apple change and take their advertising more seriously.

Specifically for Vietnam, after entering the tier 2 market, Apple has been more active in developing advertising ideas with social media platforms, especially TikTok in our country. Because previously Apple had no social activities in Vietnam, it might seem strange, but in reality, advertising has been and is very common in developed countries. With the emergence of the Apple Store online and increasing marketing activities in Vietnam, Vietnamese users can expect a physical store to be opened in one of the two major cities like Ho Chi Minh or Hanoi in the not-too-distant future.

Conclusion

From the article above, it can be seen that Apple uses advertising as an effective and unique marketing strategy to sell products. Advertising helps Apple enhance brand and product awareness, create emotional connections, and persuade customers to make purchases, thereby increasing sales and profits. Apple also consistently innovates in its advertising approach by focusing on customer benefits, creating entertainment and appeal, and simplifying communication.

With the successes and experiences that Apple has gained in using advertising to sell products, it can be predicted that Apple will continue to pursue this direction in the future. Apple will continuously research and analyze the market, customers, and competitors to create advertising campaigns suitable for each product and service. Apple will also continuously improve the quality of its products and services to meet and exceed customer expectations. Apple will always be a pioneering and distinctive technology brand in the industry.

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