Tag Archives: Apple

Samsung’s Galaxy Note 4 is Bold, Just Like Their Marketing Strategy

In America’s electronics field, it seems like it is Apple versus the world. If it is not PC versus Mac, then it is IOS versus Android. I was not surprised when I did a quick Google search to find out some information about mobile devices, specifically what percentage of smartphone users use Apple’s iPhone versus the percentage of users that use Android devices. According to a recent Yahoo Tech page, 42.7% of smartphone users in the U.S. use the iPhone, while 52% use Android devices. That isn’t a surprise, considering that I see about one in every two people using an iPhone. As most people know, Android devices come from multiple companies including HTC, Motorola, LG, and Samsung. While Android might have a slightly larger share of the market, the prize for the most phones in use easily goes to Apple. Of all U.S. smartphone users, 43% of them use the iPhone, while Samsung comes in second with 29%.

Samsung Galaxy Note 4While Samsung does make up over half of the Android smartphones in use, it is still lagging behind the juggernaut of Apple with its weapon of choice: the iPhone. How does one stand up to these odds? Can it be done? Samsung seems to think so.

Samsung has recently released its newest flagship “phablet,” the Galaxy Note 4. The bold marketing campaign hopes to increase the market share of smartphones. Samsung has approached it in three specific ways: taking shots at the competition, focusing on Samsung products, and branding.

The Note 4 was released on September 3, 2014. Ten days later an advertisement was released that showcased the strategies that Samsung would be using to accomplish their goal. For their campaign, their competition is obvious: Apple.

In this one-minute spot, shots at Apple can be seen from 18 to 24 seconds, and from 37 to 52. It belittles (no pun intended) the iPhone 6 and Apple in general. It basically labels Apple as a copycat brand with little innovation. At least, that is the message they hope viewers will receive. This is a major way that Samsung has marketed itself recently, by attempting to drag down the competition of Apple. At the same time, Samsung does a great job at focusing on their products and the functionality of them.

Samsung Galaxy Note 4 AdLooking at the advertisement once again, the Note 4 is focused on from the beginning to 18 seconds in, and from 24 to 37 seconds. This is what really sets them apart from Apple, as Samsung puts a much larger emphasis on their products, and features of the products, then actual branding. During a middle section, there is a feature shown called multi-window, which allows more than one application to be shown on the screen at the same time, a feature that Apple does not offer. This also reinforces the subtle branding of “Samsung does it better” when thinking about how large screens should function. View Samsung’s other ads here and here and here.

Samsung is communicating that they do it better, and they have been doing it for longer. The branding is far overshadowed by the focus on the product, but it is still present if you look close enough.

How effective was this ad for you? Do you think Samsung should change their strategy? Is it effective on a large-scale? Also, take a look at some discussion regarding the “bendgate” issue here.

Thanks for reading!

-Seth Ebling

Beats by Dre: #SoloSelfie

Beats by Dre has done it again. Their #SoloSelfie campaign is designed to promote the new Solo Beats 2 headphones. The campaign calls for users to take their #SoloSelfie and upload it to social media with the hashtag #SoloSelfie. In this blog post I will provide information about Beats by Dre’s marketing strategy, their innovation on the selfie, and the power of the hashtag. I will also question the effectiveness of Beats by Dre’s current strategies.

Soloselfie

Beats by Dre was originally founded by rapper and hip-hop producer, Dr. Dre, and Intercope-Geffen-A&M Records chairman, Jimmy Lovine. On August 1, 2014, Apple Inc. acquired Beats for $3 billion in a cash and stock deal. Beats by Dre’s primary focus is on headphones and speakers. Dr. Dre claims his headphones allow listeners to hear “all the music”.

I own a pair of Beats by Dre Studio headphones, and to be honest, I did not buy them for their high quality of audio. I bought them because they look good and their noise cancellation is awesome. I also like the company because my favorite NBA player, LeBron James, has his own Beats line of headphones.

The headphones have a strong emphasis on the bass in songs. So for hip-hop and most pop songs the headphones are perfect, however for anything else the audio quality is not really worth the high price. So why are they one of the most popular headphones on the market? They became popular through their marketing practices. Beats by Dre focuses heavily on product placement and branding deals with celebrities.

The #SoloSelfie campaign is loaded with celebrity endorsers wearing the new Solo2 Beats headphones while performing the “Solo Selfie. Beats by Dre produced several promotional videos showing off the new Solo2 headphones, with directions on how to do the Solo Selfie. The video below was their first promotional video for the campaign and currently has about 17 mil views on YouTube.

The promotional video has many celebrities performing the Solo Selfie. Shortly after this video was launched, Beats by Dre revealed an extended version designed to teach users how to take a solo selfie. This video is filled with the same celebrities; only they are the ones teaching how to do the Solo Selfie. This video currently has about 1.5 mil views on YouTube.

As you can see in both of these videos, the #SoloSelfie campaign is definitely targeting younger generations that love to share pictures of themselves. Beats by Dre stepped it up by doing a video selfie, an innovation following the photo selfie.

Once people across the world found out about this campaign, Vine exploded with users posting their Solo Selfies. Some users made Vines making fun of it while others just posted their own Solo Selfie. Good publicity or bad publicity is still a good thing for Beats by Dre and their campaign. As long as people are posting their videos with the hashtag Solo Selfie, it is earned media for the company.

According the Beats by Dre website, about 17 mil people have joined their movement. This number is based on how many people have shared their Solo selfie on any social media site with their hashtag. This just shows how powerful the hashtag can be. With this campaign they want their users to feel connected and have the ability to like, comment, and share other Solo Selfies. The hashtag makes this happen.

Beats by Dre has built their company around their branding. The #SoloSelfie campaign is no different. Is their celebrity strategy working? It seems to be connecting with younger audiences, but they haven’t reached the older crowd just yet. Beats by Dre will continue to have great success as long as they remain true to their branding and continue to receive celebrity support. I hope you have enjoyed reading my blog post. Feel free to respond with your opinions on whether or not Beats by Dre’s current marketing strategies are working for their brand.

-Thomas Zittergruen

Google Glass: A Game Changer?

Google Glass, if you haven’t heard of it already, is Google’s experimental new invention that is causing quite the ruckus in the tech world.  Glass is a wearable computer with an optical head-mounted display (OHMD).  It works through somewhat of a smartphone interface, but in a completely hands-free format via voice control, other than the small touch pad on the side of the head-mount.

Many will go out and purchase this fine piece of engineering, as soon as it’s available, to be used as a versatile and revolutionary tool in their everyday life.  Others will want it just to have the latest high-tech toy.  If these things really start to take off, then you can imagine it will be the “smartphone revolution” all over again.

The new device has already been turning some heads in the advertising industry.  Many people in the industry believe that there will be a huge opportunity to take advantage of what they are calling a new platform in advertising.  Is Google Glass going to be an advertising game changer?

googleglassPay-Per-Gaze Advertising, have you ever heard of it?  No one has! Google recently patented the new format of advertising.  So what is it?  Pay-Per-Gaze technology tracks how many times a consumer looks at branded content, whether it be online, on TV, or glancing at a poster or billboard while walking down the street.

The technology also may have the potential to measure how people react emotionally to ads that they see, creating very valuable demographic data.  This data, with everything in this world, will have a price tag that Google will have the utmost freedom to set.   It’s a dream come true for Google and it’s wallet.  For more about the importance of this kind of data, check out this article on AdAge.

Putting business aside, how is this going to change advertising creatively?  How are ads we see everyday going to adapt to this new technology?  Whether it is Google that takes advantage of this technology, Apple, or some other new company that develops a similar product, surely we will see a shift in the way we advertise.

What are ads going to look like? Will they be loaded right in front of you in a “cyber ad space”, or will they notify you when you are next to them and give you the option of looking at them or not.  Here are a couple examples that might realistically represent would future advertising may be like with Pay-Per-Gaze.  Digital ads could pop up in a smart glass wearer’s view depending on what real-world scene he or she is gazing, or advertisers could deliberately replace real-world ads in a wearer’s vision with virtual ads, the possibilities are almost endless when you are constantly looking through a screen capable of displaying virtual-reality advertisements.  How long until they work this micro technology into our prescription contact lenses?  Then maybe our world will be more like this:

With this new technology, comes a boatload of new privacy issues.  It is seemingly obvious that with all of the recent NSA “big brother is watching you” chatter, that something intrusive as “reading your emotions” when you look at an advertisement might come off as a negative feature.  If this scene from Minority Report creeped you out, then you are definitely not alone.  There are plenty of people out there that don’t exactly like the idea of this.

So what do you think?  Is Google Glass just too intrusive to take off?  Or is this the beginning of a whole new world of advertising?  Is this idea really that absurd of a concept to grasp? Or is Google just ahead of the curve?

Rob Bauer

Apple iPhone 4S?

Word on the street is that Apple is coming out with a new iPhone and it will be called the 4S.  The iPhone 4S is set to come out in September and is supposed to have minimal upgrades from the iPhone 4.  This is the same thing that Apple did when it came out with the iPhone 3G and then upgraded to the 3GS before moving to the 4.  Some of the changes include a better camera and a A5 Dual Core Processor which was just put into the iPad 2.

Sources say that Sprint and T-Mobile may get in on the mix and also become carriers of the iPhone 4S.  Sources also say that this phone will not have the 4G network along with it.  Then again 4G nationwide coverage is not even out yet so I do not see this as an impact on the phone.  As a carrier of Sprint I see this as awesome news and if the rumors are true I will most likely be switching from the Android powered cell phone to Apples’ iPhone.

http://www.msnbc.msn.com/id/43050201/ns/technology_and_science-wireless/

http://www.cnn.com/2011/TECH/mobile/05/16/iphone.4s.rumors/index.html?eref=mrss_igoogle_cnn

 

– Steve Marksteiner