In advertising, you need to create information that customers find interesting and worth talking about. This is an effective marketing strategy, eh?
|Scooped by Emily Gavigan|
Building as well as managing brand equity has become a priority in today’s marketplace. The launch of the Samsung Galaxy S4 has taken on the challenge that marketers face in successfully using the various IMC tools available to deliver their branding message effectively and efficiently. In today’s society with such a large quantity of products and services out there all competing for consumer’s attention, an effective integrated marketing campaign will see numerous benefits for ones brand. The campaign itself holds strong value propositions as outlined in the article, where Samsung has indirectly chosen to take on Apple in a particularly subtle way. Each new campaign that is released is trying to target Apple consumers to feel that Samsung isn’t far from Apple in terms of technology and trigger the desired response to get Apple users to jump ship to Samsung. This can be highlighted when many new features are revealed throughout the 4-minute advertisement. As suggested in the article, this illustrates Samsung as a company that is a technology leader, which of course is their main objective when taking on such a well-known competitor. This further strengthens their marketing strategy by giving its customers reasons to choose Samsung.
Each advert released in this series has stuck to similar themes, simple but great visuals, fitting and entertaining music but most importantly no talking. As outlined in the article this reflects no selling which is in fact a very cleaver marketing tool. The advertisement has chosen 4 categories – Convenience, Fun, Relationships & Care. I think this is a reflection of really knowing your target market as there is such a huge market to cover that by categorizing the 4 components this new product is promoting Samsung are able to fit all age groups of its target market. A very cleaver element to their marketing strategy.
“A successful IMC program requires that marketers find the right combination of communication tools and techniques, define their role and the extent to which they can or should be used, and coordinate their use” I believe Samsung effectively created a campaign that embodied the various IMC tools available to them and created an extremely successful campaign that both develops and sustains its brand identity and equity. This was yet another effective marketing campaign for Samsung with what I imagine will generate various benefits for the brand.