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Aspects of ITunes Marketing Strategy - Essay Example

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The paper "Aspects of ITunes Marketing Strategy" describes that from the perspective of the company, it is a necessity in order to protect content and profitability. But its competition is already offering this functionality and it might ultimately become iTunes’ undoing…
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Aspects of ITunes Marketing Strategy
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Download file to see previous pages Strangely, social media appears to play a minor role in iTunes marketing. It does have a Facebook page but its updates are mostly music related news feed (Facebook 2014). This is the same in the case of its Twitter account. Munford noted that while Apple does have a Linkedin account and is quite active in it, it is mainly used for recruitment or that while there is an existing Apple community at Google+, the company is content to sit back and let others moderate the conversation. The author also cited the widely reported prohibition within Apple that bars employees from tweeting and discussing the company or any of its products and activities in social media. However, these do not mean that iTunes is not using social media in its marketing.
iTunes strategy with respect to social media, like how the rest of the brands within Apple are marketed, is passive and one-way. The company sends out push messages but does not respond to consumers and the related social media content created is merely generated by fans. Clearly, one of the approaches, wrote Moth (2012), is “to create a social buzz by staying completely silent, letting the rumour mill do the PR work instead.” For example, a report of a new iteration of the iTunes application will be leaked and fans go on to speculate and discuss features in social media with people from iTunes neither confirming nor denying the news. This goes against the popular notion that iTunes is completely ignoring social media. To demonstrate this further, there is Apple’s recent acquisition of Topsy Labs for an incredible $200 million. The huge price tag is attributed to the ability of the startup company to index half a billion daily Twitter messages, search them through Google and analyze them for user sentiments about products (Gugliemo 2013). This interest on Twitter depicts a recognition of how social media impacts Apple brands like iTunes.  ...Download file to see next pages Read More
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