Today, I would like to explore Apple’s multimedia marketing strategy through its website at www.apple.com.
The first thing that I saw when I arrived at the Apple website was its advertisement for iPad 2. Apart from the creative usage of captions and an appealing photo of the product, Apple also incorporated two feature videos which website visitors can view. These videos are a form of entertainment and education for the prospective iPad buyers.
Upon clicking on the above link, you will also see other featured videos for the new product, such as TV ads and Steve Jobs’ unveiling of iPad 2.
The next page I visited was the one for iPhone. Like the iPad page, the iPhone page allows visitors to explore the different features of the iPhone by clicking on the different links available, such as that of FaceTime, Retina Display and Multitasking. The page also offers options for people to shop online with details about shipping and in-store pickups (http://store.apple.com/us/browse/home/shop_iphone/family/iphone), visit an Apple Store from around the world (http://www.apple.com/retail/storelist/), talk to a specialist for purchasing advice and to download an application for easy purchase of Apple products (http://itunes.apple.com/us/app/id375380948?mt=8).
For its online marketing strategy, Apple makes use of vibrant, visually-appealing photos to spark the interest of potential buyers and visitors to its website.
It also incorporates feature videos in which Apple describes and promotes their products. These two avenues utilize actions and graphics to appeal to buyers, especially those with auditory and visual learning styles. The website is also high in interactivity: users are able to interact with the website by purchasing products online and also giving feedback. Another feature, the guided tour, brings viewers through the different functions and applications of the iPad and teaches them how to use those applications. The iPad Guided Tours can be found at http://www.apple.com/ipad/guided-tours/.
With the usage of many forms of multimedia on its website, it is no wonder that Apple is very successful in marketing its products. (:
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