The Complex Simplicity of Apple’s Multimedia Marketing
Arguably the most devilish aspect of Apple’s brand management is the conscious lack of social media use.
In fact, some claim that Apple has no social media plan. That belief, however, is a fallacy. Apple chooses not to partake in many the popular social media platforms, and that is their plan. Facebook, Twitter, Instagram. All of those names have one thing in common; you won’t find a link to them on Apple.com.
Even the Apple Facebook page seems sparse, uninspired and ultimately uninteresting.
While it may seem like brand-suicide to opt out of creating a social media strategy for Apple, it is a brilliant marketing strategy. because…
Everything about Apple’s multimedia marketing leads you back to Apple.com
Everything Apple does online is designed to draw you back to their homepage. The reality is that Apple has the best control over their brand with Apple.com.
Social media is nothing more than a tool to be used only when needed. For example, at the launch of the iPhone 7 Apple created a no-longer-existent Facebook page for that event.
The beauty of this plan is two-fold. First, it causes people to search for the page, hopefully leading to a more informed customer. Second, there is not much data proving that social media “friends” or “likes” leads to higher conversion rates (aka sales), and the fractured internet presence creates a real hassle in keeping up Apple’s public image.
On social media, if you search either of these fake “Apple” Facebook pages (1) (2), you will find complaints and rival marketing. That is the exact content Apple would like to avoid. Giving your brand to the public may be beneficial for some, but Apple has built a reputation for quality, craftsmanship and design. So Apple prefers to carefully curate its online image, opposed to putting out fires on Facebook. In the curation of its images Apple live up to the old adage…
A picture is worth a thousand words, which holds true with Apple. Often when you discuss multimedia, pictures are nothing more than added content. Apple, however, uses photos to create a fantasy world for the customers. In reality, the world around you and your new iPhone or MacBook will not be edited to perfection, and the vibrant colors will quickly be hidden with a protective case.
While that may be a realization to many, the fact remains that fantasy drives desire. The use of artistic images of new products drives a desire for a new product, that is most likely, only necessary if you require this year’s technology. The images create a product that then becomes a status symbol through art and design.
Apple is one of the few technology companies that markets the inside of their products. The reason for this photo marketing tactic is that releasing photos of the interior of products shows a transparency. It allows customers to see that Apple takes the time to design from the inside out.
“When you’re a carpenter making a beautiful chest of drawers, you’re not going to use a piece of plywood on the back, even though it faces the wall and nobody will ever see it. You’ll know it’s there, so you’re going to use a beautiful piece of wood on the back. For you to sleep well at night, the aesthetic, the quality, has to be carried all the way through.” – Steve Jobs.
Apple releases leaks, unofficially of course.
One of the most unnoticed tactics of apples multimedia marketing is the use of strategized Leaks.
Leaks, always keep the rumor mill swirling.
There is a theory online about the new colors that were used at the beginning of iOS7; and it has been suggested that the colors are from the original Macintosh apple. Apple has never commented on this, and that is what makes for good communication. Keep the rumor mill swirling, and it keeps people talking about your product.
One of the most popular sites for leaks is www.macrumors.com.
The leaks that Apple “does not” release, cause a serious stir, and it does more letting people speculate then apple ever would have been able to with marketing alone. Leaking information allows Apple to create an unofficial discussion, circumventing the Apple policy to “never talk about unreleased products.” This is an often-overlooked form of mass media, but it is the best way to keep the customer interested during the stale periods between new product releases.
Youtube is the one social media site that apple uses consistently.
The use of youtube is the only social media that is regularly updated, but that should not be surprising because Apple is a brand that still spends large sums of money on TV advertising, and as mentioned those tv ads are repurposed on the YouTube channel. The most current example is the Frankie’s Holiday (extended).
Apple appears to believe that TV ads are still the most efficient form of advertising. Fortunately for Apple, unlike PC’s, Apple is one brand. If you see a commercial about a Windows product, you may never remember what brand it was. Just like the products Apple makes, and the pictures they show, the commercials are curated with the utmost attention to detail. Another unique aspect of Apple’s multimedia advertising is that Apple will advertise even when not promoting a “new” product.
As the title of this post suggests, there is a very complex system to Apples multimedia marketing efforts. While it may seem simple, the use of social media (or lack thereof), TV commercials and pictures, all lead back to Apple.com. Which is the home base for Apple’s image curation.