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In analyzing how online tools are applied to enable an understanding of customers, social media and key relationships in Marketing and advertising. The known concepts that were initially applied in ensuring feedback to customer references, enquiries and complain have been redefined. An example of the brand that has really redefined timeliness in this area is Apple Inc. They have clearly succeeded in wooing customers throughout the market by ensuring that all their queries are answered almost immediately either through the social media or email account. This is so because they have a social media account to receive complains and feedback and also staff to ensure the queries are answered promptly.

Apple has also endeavored to ensure that it has redefined success hence making most of the earlier definitions of success irrelevant; this is through their efforts to identify with their clients and prospective customers in the social media arena such as twitter and Facebook. In this interactions Apple’s main aim is to gain the market share but also increase its brand visibility to the clients online by making sure their products are user friendly and also providing all the details of the product online. Clients must also be retained by the practice of good customer relations, Apple does this by sending emails and giving client feedback online and also on the social media promptly and thus in the process building a good reputation among the clients.

In an effort to become the market leader, Apple as also redefined the roles of marketing by ensuring a more personal approach so as to engage the customer. Engagement is a way of ensuring dialogue between; it is through this that Apple as built good relations with its customers thus ensuring they are loyal. Engagement as also ensured that their products and brand are protected and promoted by the customers among their colleagues and friends. Most of the products by Apple are usually superior; this is due to constant engagement with the customers hence finding out the weaknesses and strengths of their products in relation to their competitors thus enabling them to improve their product quality.