Jacqueline Basulto

Apple hit many headlines in 2015 when they dramatically increased its global advertising budget by 50% to a record $1.8 billion. Their explanation?

The company representatives said they believe “ongoing investment in marketing and advertising is critical to the development and sale of innovative products and technologies”. That year, they reported record profits of $53.4 billion on turnover of $233.7 billion, thanks to the release of iPhone 6 and iPhone 6S.

Why are they spending so much money on advertising and is it paying off? Advertising is a scary thing. You have this fear that you will just throw money away.

However, as Apple knows, this is not true. Here are some key traits of Apples marketing message.

One thing Apple is famous for is not getting caught up in price wars — they know their value and they are not afraid to price it. The same applies to their

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Google and Facebook are worth a combined $2 trillion, with the vast majority of their revenue coming from advertising. In our previous episode, we learned that TV advertising is much less effective than the industry says. Is digital any better? Some say yes, some say no — and some say we’re in a full-blown digital-ad bubble.

Listen and subscribe to our podcast at Apple PodcastsStitcher, or elsewhere. Below is a transcript of the episode, edited for readability. For more information on the people and ideas in the episode, see the links at the bottom of this post.

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In our previous episode, we learned that more than $250 billion a year is spent in the U.S. on advertising. Globally, the figure is nearly $600 billion. That’s more than half a trillion dollars. On advertising. Because of the digital revolution, television advertising has lost some

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Defining the scope of exactly what digital marketing is, using the ‘5Ds of Digital’ and the Smart Insights RACE Framework

My recent blog post on 2021 digital trends shows the latest innovations, but here we go back to ask ourselves what is digital marketing? This is important since for some businesses, particularly more traditional marketers or business owners, ‘digital’ is simplistically taken to mean ‘our website’ or ‘our Facebook page’. This thinking limits the scope and opportunity of what’s managed and it means that activities that should be managed may be missed.

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Plan your digital channels

The RACE Framework maps the online customer journey across all potential touchpoints, showing the scale and opportunity of all your digital channels – more than just ‘a website’ or

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