http://www.youtube.com/watch?v=ItPiWmBqYkM
Samsung is sparing no expense to reach as many customers as possible. We know that the South Korean company invests much more in marketing than Apple: while Apple tends to bet on global marketing campaigns, Aimed at segments with high purchasing power and basically focused on its products, Samsung, for its part, is committed to carrying out all kinds of promotional activities. You just have to look around you every day: Samsung is present in a large number of billboards, events, activities, etc. This is how the firm tries to approach all kinds of markets and this is how it is eating Apple's ground.
Until relatively recently, Apple has stood out for the simplicity of its ads and for displaying clear and direct messages. Nevertheless, a revamp is needed in Apple's advertising department. The company already tried to change strategy with a few different style ads during the broadcast of the Olympic Games, but the shot backfired. Thousands of voices were raised against the company for a campaign that was offensive to its customers. Apple's response? Immediately remove all advertisements from television and from your YouTube channel. The campaign disappeared without a trace.
For its part, Samsung's campaigns are gaining strength. The company began to stand out a year and a half ago with ads that basically made fun of Apple customers and the queues that they had to wait to get a new product launched by the company. The idea is summarized with the slogan used: «The Next Big Thing is Already here«. Who is hiding behind this motto? Ken Segall, responsible for some of the best-known advertising campaigns in Apple's history, like "Think Different." Segall worked closely with Steve Jobs for more than ten years and, in fact, is responsible for making the Mac carry the 'i' (iMac).
Ken Segall has been working with Samsung for over a year, developing your advertising campaigns. According to Segall, Apple's marketing department is lagging behind and "is unable to innovate outside of traditional advertisements intended to show just one product." Samsung's campaign "is more risky and bets on original ideas, in addition to having familiar faces." "Samsung is also present at every important event," Segall confessed in an interview with Bloomberg.
Segall is not lacking in reason in this regard, as Samsung spent several million dollars on Super Bowl for the broadcast of your advertisements. Apple did not highlight anything during the sporting event of the year. However, the ceremony of delivery of the Oscar It was more at odds because both companies had contracted advertising spaces: Samsung opted for its "The Next Big Thing is Already Here" campaign, with the face of director Tim Burton, while Apple preferred to give prominence to the iPad mini.
http://www.youtube.com/watch?v=H8pj3WQyOzY
What do you think about the words of Ken Segall? Is it true that Samsung is gaining ground on Apple in the marketing battle?
More information- Samsung invests much more in advertising than Apple
Source- Bloomberg