Today’s entry is going to compare the different multimedia marketing strategies used by both Samsung and Apple.
Samsung is a South Korean conglomerate which has been around, according to Wikipedia, since 1938. Here’s an interesting fact: the company first started out as a grocery store. It only entered the telecommunications hardware industry in 1980. In short, Samsung has been around for a pretty long time. I remember one of my father’s first handphones back in early 2000’s was a Samsung, and today, our flat-screen 3D-enabled TV is also of the same brand. This goes to show how over the years, people have come to know Samsung as a trusted brand — something that cannot be built over the span of a few years.
Apple, however, is a company that is built on a few different principles. One word that would effectively describe Apple is dynamic; it is constantly coming up with new gadgets and ideas in such a way that it never leaves the minds of its consumers. I remember my elder brother buying a first generation iPhone off eBay back in 2007 (back then, this model had not yet been offered in the Singapore market) and marveling at how cutting-edge and high tech it looked. At the time, there seemed to be nothing else like it. Then when the long-awaited iPhone 3G burst into our local market, Apple had everybody clamouring to have it in their hands. Before long everyone and their mom has an iPhone. And to set the record straight, I am personally an iPhone user.
Here’s my stereotypical opinion on Samsung and Apple users. Owners of the Samsung Galaxy or its other spawns tend to be tech savvy and in search of technology that is less mainstream and slightly more advanced. iPhone users are generally the mainstream populace: people seeking something user-friendly and interactive and fuss-free.
I feel that these companies’ marketing strategies are tailored toward the characteristics of their consumers. Here’s a look at Apple’s website:
Look at the graphics, the font and the words used. Simple, but effective and impactful. It appeals to their consumers because it’s easy to look at and that’s what their buyers want. Simplicity and user-friendly. That reflects a lot on what Apple’s philosophy is like.
Here’s an example of their iPhone ad:
Using a celebrity to sell their product is characteristic of Apple, a company that is all about branding. Also, product placement is a common practice of that company, as seen here:
In my opinion, Apple is a big fan of making their brand seen. You can see Apple all over the internet. These days, Apple hardly ever has to market itself. Their consumers do it for them. Still, the company’s use of multimedia marketing is impressive.
Now, on to Samsung. Here’s a screencap of their website:
It’s a little less appealing than the Apple one, that’s for sure. But it’s useful, and in one click you get much more information about the product than you would on the Apple main page. I’d say Samsung also gears its advertising toward the general personality of its consumers. Still, Samsung does have its quirky creative side, as seen here:
I love how the company combines animation and dance to create such a visually appealing video.
Just for fun, here’s an a Samsung ad that mocks the iPhone:
Overall, both companies are great multimedia marketing strategists, but both companies cater to slightly different consumer markets, so it’s one cannot determine who is better than the other.