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Summary
The article gives a summary of the Smartphone market controlled by Samsung and the ensuing advertising expenditure from mobile marketing and advertisements because of the strategy employed by Samsung. This has led to a rise in the number of adverts done through mobile, predicted to rise to $18.3 billion by 2015 from $3.6 billion in 2011. The article also show that Samsung Smartphone’s control a substantial amount of US market totaling to 5.1% of sales. Samsung has used the following concepts;
Market Targeting
Samsung target strategies include product differentiation, variety, and specialization. The company targets customer who need new technology gadgets that will help them on any type of networking basic communication. Samsung targets female market with its Samsung Galaxy Note. Samsung has differentiated its product to include Samsung Galaxy S II phones and it targets the high-income earners. The firm is targeting the new generation that is tech-savvy by giving them freedom to communicate and move to the next milestone in mobile communication (Frier 2012).
Position
Positioning concept is built on the various functions performed by its products, the symbol conveyed by the product and the experiences the clients get from using the product. It involves value chain, promotion, and price strategy that meet the expectations of the target market, strong capability to match the client’s needs, wants, and preferences, and superior brand (Frier 2012).
Using Social Media to Connect With Customers
This includes social media platforms like blogs, You-Tube, social networking sites, and shared media sites. Samsung posts its product on these sites and connects with its clients. Clients post their compliments, complains and suggestions through the social medias thus allowing the firm to respond clients in a timely manner. The social media has enabled the firm to increase its brand awareness among the clients and it has positioned Samsung as a market leader and expert in its field of work.
Critique of Mobile Marketing
It is very hard to measure the success of a mobile marketing campaign (Frier 2012), hard to determine where to use the money among the various social sites and the mobile adverts seem irrelevant as they crowd on other information on mobile phones. The adverts have no time like in television where time for adverts is slotted.
Works Cited
Frier, S. Samsung’s Smartphone Pitch Fuels Mobile-Ad Boom. 2012.Web.
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