Samsung's Marketing Strategy: How Samsung became a Pioneer in the Electronics Industry despite all odds

Learn about samsung's iconic marketing strategy and advertising campaigns. read how samsung aces the 4ps of marketing mix - product, price, promotion & placement..

  • overview#goto" data-overview-topic-param="history">Foundation of Samsung Electronics
  • overview#goto" data-overview-topic-param="mix">Samsung's Marketing Mix
  • overview#goto" data-overview-topic-param="notable">Notable Marketing Campaigns
  • overview#goto" data-overview-topic-param="digital">Digital Marketing Campaigns

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Samsung is a global tech giant specializing in the consumer and industrial electronics industry. It has emerged as a pioneer in the electronics industry with innovative products, ingenious marketing strategies, and cutting-edge technology. Samsung ranks second in the top 10 consumer electronics companies worldwide by sales, despite facing massive competition from mammoth brands like Apple, Microsoft, and Sony.

How did Samsung reach the top position in such an impenetrable industry? Let’s uncover Samsung’s Marketing Strategy with a detailed study of its cunning marketing mix and bold digital marketing campaigns.

Foundation of Samsung Electronics & Evolution of its Mobile Phones

Samsung is a family-owned conglomerate from South Korea. In 1938, Lee Byung-Chul founded a grocery trading company known as Samsung trading company. The name Samsung means Three Stars representing its vision to become powerful and everlasting like stars. In the following two decades, Samsung ventured into the banking, manufacturing, insurance, and retail industries.

The monolithic Samsung Electronics we know today, came into being in 1969 when it took its first steps in the consumer electronics industry. Samsung became a business partner with Sanyo Lab to produce low-cost TVs and microwave ovens. It also started producing mobile phones which saw a paramount failure due to their low quality and extreme customer dissatisfaction.

Following this fiasco, Samsung decided to switch gears instead of giving up. It shifted its marketing strategy from being a low-tier manufacturing brand to a company building products with revolutionary technology and innovative features. This was Samsung’s “Do what you can’t” moment, which made them the most profitable tech company to ever exist.

In June 2009, Samsung launched its first smartphone Galaxy GT-17500, which was received exceptionally well by the market. Its quality was claimed to be as great as those of smartphones by well-established brands. Since then, Samsung electronics has produced dozens of smartphones, each outperforming its predecessor with eccentric new features and enhanced system upgrades.

As of 2022, it ranks sixth on the Brand Global Value list with a brand value of US$107.3 billion .

Now that we are aware of the influential origin of one of the most valuable brands, let’s unearth Samsung marketing strategy and digital marketing secrets.

Samsung Galaxy series

Source: Phone Arena

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Samsung's Marketing Mix Strategy

Marketing mix elements are crucial marketing vehicles to make strategic decisions about a product’s launch and promotion. Samsung’s Marketing Mix plan focuses on wide-ranging high-quality products sold in e-commerce and retail stores at a premium or competitive price based on demand. It uses advertisements, content marketing, sales promotions, event experiences, and digital campaigns to publicize and hype its products.

Let's analyze their marketing mix using 4P analysis:

Samsung marketing strategy is to identify developments in the market trends, adapt to dynamic changes, and produce products that the target market demands. Samsung is a customer-centric brand with a diverse product offering in the consumer electronics industry.

Samsung’s competitive advantage is its cutting-edge technology, cost-effectiveness, innovative research, and unparalleled product features.

Its product range includes smartphones and related accessories, smart TV, watches, tablets, plasma TV, monitors, and memory storage. Recently, Samsung expanded into the kitchen and home appliances producing air conditioners, washing machines, cooking appliances, etc.

Samsung’s strength is that it can meet your every electronic device need while keeping your pocket happy. It accounts for a whopping one-sixth of South Korea’s total exports.

Among recent supply chain crises and high demand for memory chips, Samsung outperformed its competitors, gaining high corporate sales and revenue in the chip manufacturing industry. Samsung is truly a high-quality brand worthy of recognition bestowed upon it.

Samsung's marketing strategy is not immune to failures either.

Samsung's weakness is its history of producing faulty mobile devices, including an exploding Galaxy Note 7 and a malfunctioning foldable phone. In addition, Apple has filed a patent infringement lawsuit against the company. It is also in controversies with other competitors for design thefts.

Still, Samsung has the potential to achieve tremendous development if it steers clear of such mishaps in the future.

Samsung products

Source: Connection

Samsung is a pricing expert. They operate in a highly competitive smartphone industry where competitors devise products with identical features within weeks. In defense, Samsung's marketing strategy has to be swift enough to deflect all blows.

The two pricing schemes used by Samsung are:

Price skimming tactic

Competitive Pricing

When the company launches a new smartphone, it values the product at the highest price the customers are willing to pay. Over time as the shine fades and its competitors launch identical products, Samsung lowers its product prices using a competitive strategy to retain market share.

Samsung’s promotion strategy uses a blend of print and digital advertisements, events experiences, and content marketing to promote its hottest product and establish a strong brand image. The message of its digital campaigns is out-of-the-box and bold.

As a part of its promotion mix, Samsung is omnipresent on major social media platforms, connecting and interacting with its customers through organic and paid social media marketing. Samsung's competitive strategy for sales promotions includes incentives and discounts.

Even after being a notable name in the Asian market, Samsung relies heavily on the American market. Samsung spent nearly $2.3 billion on advertising in the USA alone in 2021.

Samsung ad

Source: Grab On

Samsung’s e-commerce store has an easy-to-use user interface, detailed product categorization, and thorough descriptions. Customers can buy any electronic device from the comfort of their homes.

Otherwise, Samsung is a single distribution business selling to only service dealers and brand-owned stores. Samsung prides its customer care front, positioning itself as a brand with attentive, committed, and fast service dealers in every nook and corner of the world.

Samsung E-commerce store

Source: Samsung

Samsung UK store

Source: Sam mobile

Samsung Marketing Strategy - notable marketing campaigns

Innovation, change, and smart branding are the cornerstones of the Samsung marketing strategy. Samsung's integrated marketing model uses a mix of various marketing campaigns like influencer marketing, content marketing, and search engine marketing. Samsung dives into the world of social platforms, identifies where brand-relevant conversations are happening, and collects data about its user base as to how they use Samsung products and their perception of the brand.

Influencer Marketing Strategy

As a part of its marketing strategy, Samsung has partnered with global celebrities to leverage its social positioning and large fan base. This enables the company to retain its market leader image.

World-renowned boy band BTS are Samsung's brand ambassador since 2021, giving the brand exposure to its massive fan base.

BTS with samsung foldable phones

Samsung launched the Blackpink edition for their Galaxy A80 to appeal to their mighty fan base Blinks.

Samsung Galaxy A80 Blackpink edition

Social Media Marketing Strategy

Samsung has a social media presence on major social networks to keep an eye on the goings-on in and around the smartphone market. Their engaging social media content centers around product promotions and user interaction.

Samsung's YouTube channel has 6.27M subscribers, with individual subsidiary channels for different countries.

Samsung YouTube channel

Samsung's Facebook page has a massive following of 46M users.

Samsung Facebook Page

Samsung's Instagram profile, filled with visually appealing posts, has 1.2M followers.

Samsung Instagram Page

Samsung's TikTok profile has an engaging audience of over 2M followers garnering 11.6M likes.

Samsung TikTok page

Search Engine Marketing Strategy

Samsung's website is SEO optimized to rank on the first page of Google. Its domain authority has an exceptional score of 94 with Samsung Galaxy S22 Ultra keyword ranking at the top after Samsung.

Samsung SEO audit

Source : Moz

Digital marketing campaigns

Samsung marketing strategy is thriving because of its unafraid stance for its beliefs, risk-taking attitude, and inspirational messaging. Samsung's digital marketing tactics focus on user interaction with Samsung devices.

Samsung marketing strategy for digital media focuses on the following three pillars:

How the user interacts with their device implanting it in their life.

How the device makes their life easier. 

How users can communicate with their loved ones using Samsung products building positive emotional relationships.

Here are Samsung's top noteworthy digital campaigns:

Growing up Campaign

Samsung's Growing up campaign was a direct jab at its main competitor Apple ’s shortcomings like low storage, high battery drainage, no water resistance, and need for adapters.

Ingenious Campaign

As the idea was a huge success, Samsung launched a similar concept named the Ingenious campaign. It took shots at Apple's disadvantages while comparing it to Galaxy S9. The message was that Apple's superior products don't live up to their name.

India, Ready, Action! Campaign

Samsung India, ready, action! campaign urges Indians to break the stereotypes against them, and share the real India.

Olympic movement Campaign

Samsung has been an Olympic partner for more than two decades. Through its Olympic movement, Samsung has enabled fans to engage in real-time with immersive game experiences and celebrate the Olympic spirit together.

Smartphone line Campaign

The Smartphone line was an effort to create a digital line for Galaxy S4 instead of a physical line outside stores. Fans had to share which features they were most excited about. The more those posts were liked and re-shared, the closer they got to the front of the line.

Join the flip side Campaign

Join the flip side ad campaign starts with the line “I would never switch to Samsung, I love my phone”, a probable jab at Apple's brand loyalists who cannot fathom the idea of switching to another smartphone brand. 

Do what you can't Campaign

The do what you can’t campaign inspires people to do what can’t be done.

Look at me Campaign

Samsung marketing strategy is in tune with social issues. Its Look at me app helps children with autism develop communication skills through eye contact and interpreting facial expressions.

Samsung prioritizes relationships before its products. They position themselves as a brand that helps users live comfortably and builds society into a better place. Through customer-centric and socially conscious marketing, Samsung has emerged as a global electronics powerhouse building a better future together for tomorrow .

If you are building a consumer technology business, you can explore marketing mix of Apple and Boat to know more.

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Samsung Electronics—A Detailed Case Study

Devashish Shrivastava

Devashish Shrivastava

Samsung is a South Korean electronic gadget manufacturer in Samsung Town, Seoul. Samsung Electronics was established by Lee Byung-Chul in 1938 as an exchanging organization.

We all know this information about Samsung. Don't we? But what we don't know? Do you know how much Samsung has grown in these years? What are the Future Plans of Samsung? How much Samsung invested in its R&D? What difficulties did the company face coming all this way? What is the history behind this multinational conglomerate?

Don't worry we got you covered. We have penned down a detailed Case Study on Samsung Electronics. Let's find out in this thoroughly studied Samsung case study.

Let's start the detailed case study from here.

Samsung entered the electronics industry in the late 1960s and the development and shipbuilding ventures in the mid-1970. Following Lee's demise in 1987, Samsung was divided into five business groups - Samsung Group, Shinsegae Group, CJ Group, Hansol Group and Joongang Group.

Some of the notable Samsung industrial subsidiaries include Samsung Electronics, Samsung Heavy Industries  Samsung Engineering, and Samsung C&T (separately the world's 13th and 36th biggest development companies). Other notable subsidiaries include Samsung Life Insurance, Samsung Everland, and Cheil Worldwide.

Samsung has a powerful influence on South Korea's monetary advancement, legislative issues, media, and culture. Samsung has played a significant role behind the "Miracle on the Han River". Its subsidiary organizations produce around a fifth of South Korea's complete exports. Samsung's revenue was equivalent to 17% of South Korea's $1,082 billion GDP.

History of Samsung Electronics Samsung's Business Strategy Samsung Rides High In India Business Growth in India Future Plans of Samsung FAQ's

History of Samsung Electronics

samsung advertising case study

1938 (Inception of Samsung)-

  • In 1938, Lee Byung-Chul (1910–1987) of a huge landowning family in the Uiryeong region moved to nearby city Daegu and established Samsung Sanghoe.
  • Samsung began as a little exchanging organization with forty representatives situated in Su-dong. It managed dried fish, privately developed staple goods and noodles. The organization succeeded and Lee moved its head office to Seoul in 1947.
  • When the Korean War broke out, Lee had to leave Seoul. He began a sugar processing plant in Busan named Cheil Jedang. In 1954, Lee founded Cheil Mojik. It was the biggest woollen factory in the country.
  • Samsung broadened into a wide range of territories. Lee wanted to build Samsung as a pioneer in a wide scope of enterprises.
  • In 1947, Cho Hong-Jai, the Hyosung gathering's organizer, put resources into another organization called Samsung Mulsan Gongsa or the Samsung Trading Corporation with Samsung's founder Lee Byung-Chul. The exchanging firm developed into the present-day Samsung C&T Corporation .
  • After few years in business, Cho and Lee got separated due to the differences in the management style. In 1980, Samsung acquired the Gumi-based Hanguk Jeonja Tongsin and entered the telecommunications market . During the initial days, it sold switchboards.

1987 (Demise of Lee Byung-Chul)-

  • After Lee's demise in 1987, the Samsung Group was divided into four business gatherings—Samsung Group, Shinsegae Group, CJ Group, and the Hansol Group.
  • One Hansol Group agent stated, "Just individuals uninformed of the laws overseeing the business world could think something so ridiculous," while also adding, "When Hansol got separated from the Samsung Group in 1991, it cut off all installment assurances and offer holding ties with Samsung subsidiaries."
  • One Hansol Group source attested, "Hansol, Shinsegae, and CJ have been under autonomous administration since their particular divisions from the Samsung Group."
  • One Shinsegae retail chain official executive stated, "Shinsegae has no installment certifications related to the Samsung Group." In 1982, it constructed a TV get-together plant in Portugal, a plant in New York in 1984, a plant in Tokyo in 1985 and an office in England in 1996.

2000 (Samsung in 20th Century)

  • In 2000, Samsung opened a development center in Warsaw, Poland. It started with set-top-box technology before moving to TV and cell phones. The cell phone stage was created with accomplices and formally propelled with the first Samsung Solstice line of gadgets and different subordinates in 2008. It later emerged into the Samsung Galaxy line of gadgets that is Notes, Edge, and other models.
  • In 2010, Samsung declared a ten-year development system based on five businesses. One of these organizations was to be centered around bio-pharmaceuticals in which ₩2,100 billion was invested.
  • In the first quarter of 2012, Samsung Electronics turned into the world's biggest cell phone creator by unit deals, surpassing Nokia which had been the market chief since 1998.
  • In 2015, Samsung was granted U.S. patents as compared to other organizations like IBM , Google , Sony, Microsoft , and Apple. Samsung got 7,679 utility licenses before 11 December 2015.
  • On 2 August 2016, Samsung Electronics revealed the Galaxy Note7 smartphone, which went on sale on 19 August 2016. At the beginning of September 2016, it halted its selling of smartphones due to some problems with the smartphones. Samsung suspended the selling of the smartphones and recalled its units for inspection.
  • This happened after certain units of the telephones had batteries with a deformity that made them produce extreme warmth, prompting flames and blasts. Samsung replaced the reviewed units of the telephones with a new version. It was later found that the new version of the Galaxy Note 7 also had the same battery deformity.
  • Samsung recalled all Galaxy Note7 cell phones worldwide on 10 October 2016 and permanently ended its production on the same day.

Samsung's Business Strategy

samsung advertising case study

Great business strategies have been applied by Samsung over the years. Not very far back, Samsung wasn't as famous as now. Samsung has now advanced so much that it is the principal contender of Apple Inc. Samsung is the biggest tech business by income and the seventh most significant brand today. The showcasing procedure it applied encouraged Samsung electronics to turn into an industry driving innovation organization.

The Samsung marketing strategy was one of the best systems at any point because it helped a cost-driven organization to change its structure and become a power producer. Due to the consistently changing tastes of purchasers in the innovation business, organizations needed to pursue the pace and offer dynamic and advancing devices to their clients. In this way, Samsung additionally needed to change to pick up the high ground available, and the new Samsung showcasing methodology was the way to advancement.

Some of the business strategies of Samsung Electronics are listed below:

Promotional Mix Of Samsung

Samsung has arrived at fantastic statures with its cell phones which helped the brand to turn into an image of value and unwavering quality for its purchasers.

Samsung Marketing Mix Pricing Strategy and Samsung Advertising Methodology are the two estimating techniques used by the organization. Other than its items, Samsung is celebrated for its customer support . However, item variety is the most dominant part of the promoting blend of Samsung.

  • Skimming Price

Like Apple , Samsung uses skimming costs to pick up the high ground over its rivals. For example, Galaxy S6 and S6 Edge are the brand's new results of Samsung conveying the trademark "Next is Now" and guaranteeing that they are the best smartphone maker at any point made.

What will happen when different contenders will dispatch a cell phone with indistinguishable highlights? Straightforward. Samsung will bring down the cost and effectively steal the customers from its competitors.

  • Focused Pricing

Samsung experiences issues in increasing an edge over its rivals with different items. Doubtlessly, Samsung is a credible brand. However, regarding home appliances, it can't be in any way, shape, or form outperform LG In the cameras segment and other home appliance units. Also, Samsung cannot compete with Canon and Nikon.

For Samsung to withstand this savage challenge, it's crucial to utilize aggressive valuing of its products. Moreover, Samsung is neither a newbie underway nor non-inventive. For the most part, it is often the first company to be innovative with its products and present a change among its competitors.

  • Putting in Samsung Marketing Strategy

Samsung uses divert advertising strategies. Retailers who present the innovation chain will undoubtedly incorporate Samsung in their rundown on account of the firm being a world-celebrated brand. Samsung can likewise fill in as an option for the purchasers. The circulation is a convincing piece of the Samsung promoting methodology.

In specific urban communities, Samsung has an agreement with a solitary dissemination organization that circulates the items all through the city. For example, Mumbai is an incredible case where Samsung conveys its products through a solitary organization.

Samsung Rides High In India

samsung advertising case study

The greatest leader by far in the smartphone business is Samsung Electronics, the world's greatest cell phone and TV producer.

Samsung is India's greatest, versatile brand. It is the developer of Reliance Jio's 4G LTE system — the greatest and busiest information system on the planet.

Discernments, advertise wars, openings, rivalry — now and then from conventional remote adversaries, from nearby upstarts, and emerging Chinese brands trouble Samsung.

Be that as it may, every time Samsung has had the option to fight off the dangers and hold its ground. It has been leading the market in the TV fragment for more than 12 years and in the versatile business for a long time after it toppled Nokia in 2012.

Riding The Smartphone Wave

As indicated by some statistical surveying firms following cell phone shipments, Chinese firm Xiaomi is creeping nearer — or has even surpassed Samsung after December 2017 quarter.

While for the entire year 2017, Samsung was No. 1 in the cell phone space, IDC information indicated Xiaomi drove the last quarter with 26.8% piece of the overall industry. Samsung was at 24.2%. Different players, for example, Vivo, Lenovo, and Oppo stayed at 6.5, 5.6, and 4.9%, separately.

Warsi, who has been working with Samsung for as far back as 12 years and has as of late been advanced as Global Vice President, is unflinching, "These difficulties offer us the chance to work more earnestly for our customers and with our accomplices.

Furthermore, shoppers love marks that emphasis on them," he says. "Samsung is India's No. 1 cell phone organization crosswise over sections — premium, mid and reasonable. That is what makes a difference."

Statistical surveying firm GfK tracks disconnected offers of handsets — which make up around 70% of the market — in which Xiaomi is attempting to make advances.

Samsung had a 42% worth piece of the overall industry in the general cell phone showcase in the nation in 2019 and 55% in the superior fragment as indicated by GfK. An industry official who would not like to be named says that India must be Samsung's greatest market by large volumes.

The thought currently is to become the cell phone business which gets more worth. As indicated by reports, Samsung India's incomes from cell phone deals in 2018-19 remained at an astounding INR 34,300 crore. That is over $5.5 billion and development of 27%. Samsung's nearest adversaries are talking about incomes of $1 billion in India, going up to $2 billion.

Samsung is the world's largest manufacturer of consumer electronics by revenue. As of 2019, Samsung Electronics is the world's second-largest technology company by revenue, and its market capitalization stood at US$301.65 billion, the 18th largest in the world.

Shopper Is At The Center

samsung advertising case study

Samsung is a worldwide advancement powerhouse that leads the patterns. It profoundly put resources in India — 22 years of connections in the exchange, and tremendous interests in neighborhood R&D . It has around 10,000 architects working in research offices in India and is perhaps the greatest scout from the IITs.

"Samsung has a solid brand picture in India, as it has been available in various customer electronic portions with quality items for quite a while now. The brand is trusted because of its long history in the nation, dish India nearness, and a vigorous after deals support for buyers," says Shobhit Srivastava, explore expert at Counterpoint Research.

Indeed, even an item fizzle of the size of the Galaxy Note7 in September 2016 couldn't affect Samsung. While the organization was fast enough to get back to every one of the units that had been sold and cease the gadget totally, Samsung's activities and ensuing effective dispatches of leads like Galaxy S8, Note8, the Galaxy S9 and S9+, which were propelled in February, rescued the harm and raised the profile of the brand as a dependable organization. "They rushed to concede their error and that helped them interface with the perceiving clients of today far superior," says Koshy.

Make For India

Samsung's system 'Make for India', which resounds with the administration's ' Make in India ' activity, was conceived in the late spring of 2015. Samsung India's new President and CEO, H.C. Hong, had recently moved in from Latin America and was looked with the prompt tough assignment of fighting a firm challenge from two nearby versatile organizations that is Micromax and Intex.

Samsung's customer hardware business containing TVs, fridges, and other advanced machines were additionally confronting challenges from Sony and LG.

Around a similar time, the legislature of India propelled its 'Make in India' activity. "In this way, Mr. Hong revealed to us we have been doing Make in India effectively for two decades. What we should concentrate on widely to remain on top of things is Make for India (MFI)," says Dipesh Shah, Managing Director of Samsung R&D Institute in Bengaluru, the greatest R&D community for Samsung outside Korea.

Truth be told, the R&D focuses in India contribute intensely to the improvement of worldwide items, for example, Samsung's lead cell phones (Galaxy S9 and S9+). While different organizations focused on propelling their worldwide items in India, Samsung went about rethinking items for the nation at its R&D focuses.

India is significant for Samsung, thinking of the nation as the second biggest cell phone showcase on the planet today, and it is possibly the greatest undiscovered market for some advanced apparatuses. The entrance of iceboxes, clothes washers, microwaves, and forced air systems are appallingly low because of components like the accessibility of continuous power, social conduct, way of life, and earnings.

Business Growth in India

samsung advertising case study

Samsung India crossed the INR 50,000 crore deals achievement in 2017 according to the simply distributed organization filings with the Registrar of Companies (RoC), uniting its situation as the nation's biggest unadulterated play purchaser products MNC. The Korean mammoth's all-out salary, including turnover and other pay, developed by 15.5% to INR 55,511.9 crore in FY 2017 from INR 48,053 crore in the earlier year regardless of Chinese organizations making genuine advances into the Indian cell phone advertise.

Samsung's cell phone business developed deals at 26.7% to INR 34,261 crore, while the home apparatus business developed by 12% to INR 6,395.6 crore. The organization's TV business stayed dormant at INR 4,481.2 crore even though Samsung held the market initiative.

The organization's net benefit developed at a quicker pace of 38% to INR 4,156.2 crore which industry examiners credited to more concentrate on premium models crosswise over cell phones and customer hardware having higher edges.

Samsung, in its filings, said the 'Make for India' activity, through which a large portion of the items was planned and created given the Indian customer's needs, has been an enormous achievement and a major factor behind the development.

All the units at Samsung India improved their gross productivity with the TV business dramatically increasing it and the home machine business nearly trebling it. The cell phone business was the biggest supporter of gross benefit having developed by 44% in FY17 at INR 5,005.9 crore.

Future Plans of Samsung

samsung advertising case study

Samsung has arranged a new venture of around INR 2,500 crore to transform its India tasks into a center for parts business, two senior industry administrators said. The ventures could be increased further, they included. The Korean organization has set up two new parts fabricating substances in India—Samsung Display Co and Samsung SDI India—for the generation of cell phones and batteries.

Independently, Samsung's funding arm—Samsung Venture Investment Corp—has set up activities in India to support new companies in gadgets equipment and programming organizations. The segment organizations will supply items to both Samsung India and other cell phone merchants who as of now source parts from Samsung's abroad tasks.

Samsung sees a big opportunity for segment business considering the administration's push on 'Make in India' where expense on imported cell phone segments and purchaser hardware is going up, the administrators said.

Samsung is likewise pitching to the administration for fare impetuses so it can even fare segments from India. Samsung Display has just marked an update of comprehension with the Uttar Pradesh government for an INR 1,500 crore plant for assembling telephone show to be operational by one year from now April. The plant will come up in Noida, the administrators said.

Samsung SDI India has plans to set up an assembling unit in India for lithium-particle batteries after the organization was drifted a month ago, according to its administrative filings with the Registrar of Companies (RoC).

As per the administrators, Samsung SDI has plans to contribute another INR 900-1,000 crore and will settle the plans after counseling with the Center post general races. These speculations come after it introduced the world's biggest cell phone fabricating unit in India a year ago at an all-out cost of INR 4,915 crore. It is expected to be completed in 2020.

That's all for now. Share your learnings and findings. What did you learn from this article? Which information surprised or amused you the most? Feel free to reach us and share your feedback. We would love to hear from you. Do comment us in the comments section below. Happy Reading.

Who is the owner of Samsung Electronics?

Samsung Group is the owner of Samsung Electronics.

Who is the Founder of Samsung?

Samsung Electronics was established by Lee Byung-Chul (1910–1987) in 1938 as an exchanging organization.

Who is the current CEO of Samsung?

Kim, Ki Nam, Kim, Hyun Suk and Koh, Dong Jin are the current CEO of multinational conglomerate Samsung.

What does Samsung Electronics make?

Samsung Electronics produces smartphones, TV sets, laptops, solid-state drives, digital cinemas screens, etc.

Is Samsung a Chinese company?

Samsung is a South Korean electronic gadget manufacturer in Samsung Town, Seoul.

What is Samsung's strategy?

  • Promotional Mix of Samsung

How large is Samsung Electronics?

Samsung is the world's largest manufacturer of consumer electronics by revenue. Samsung Electronics is the world's second-largest technology company by revenue, and its market capitalization stood at US$ 301.65 billion, the 18th largest in the world.

What are the future plans of Samsung Company?

Samsung has arranged a new venture of around INR 2,500 crore to transform its India tasks into a center for parts business, two senior industry administrators said.

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Samsung’s Digital Marketing Strategies: Detailed Case Study

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Table of Contents

Before we look into Samsung’s digital marketing strategies, A recent study revealed that Samsung is all set to lead the worldwide smartphone market in 2022 with yearly shipments of 272 million devices. 272 MILLION! Samsung inculcated innovation each step of the way and used smart branding to position itself in the market. Wondering how it happened? 

One of the ways  Samsung is so innovative – with multiple product announcements one after the other – is that it is substantially involved in its employees; it seeks out special talent wherever it can find it and has looked at digital marketing as a major opportunity to brand all their existing and new products. 

Let’s find out how they used digital platforms to increase awareness and maintain their brand image.

About Samsung

Back in 1970, Samsung’s electronics division began by producing low-cost TV sets under the Sanyo brand, but through time, it evolved into an innovative firm that has been a pioneer in manufacturing huge flat-screen displays, plasma TVs, and cutting-edge smartphones. 

However, until the mid-1990s, they competed mostly by developing technical components and low-cost manufactured goods for larger brands such as Dell, Hewlett Packard, and General Electric . They were also selling other low-cost consumer products under the Samsung brand, including TVs and microwave ovens, through cheap retailers such as Walmart.

The low-cost-driven competitive strategy served them well until the Asian market meltdown in 1997. At the time, the market for memory chips and other components provided by Samsung to electronics manufacturers was experiencing greater competition, resulting in surplus capacity, while sales of Samsung branded products were also declining.

Despite these facts, the company’s CEO, Yun Jong-Yong , stated that Samsung could make goods that were as good as Sony’s, but because of the brand’s low-end image, their TVs would be relegated to the rear of stores.

Why Should Marketers Study Samsung’s Digital Marketing Strategies ? 

Samsung has managed to gain the market share (and love) of millions of people around the world. Samsung’s key principles include “people, excellence, change, honesty, and co-prosperity.” Samsung has a very rich culture in all of its facilities across the world, with similar and comparable practices. This is due to the fact that they all operate under the same values as previously discussed. Their marketing strategies played a huge role in boosting their sales and gaining recognition online. 

The ‘adventurous’ branding

The goal of brand films is to introduce your audience to your values, visions, and, ultimately, the heart of your brand. Visuals, music, and stories may help you communicate your brand in ways that no other media can.

Remembering the outdoor-focused ad campaigns for a long time, Samsung has been side-reflecting an adventurous concept as a brand image for a long time. In their 2013 marketing film, shown below, we witness 18 risky places in Scandinavia filmed at -31 degrees Celsius with helicopter shots, husky dog sledges, and snowmobiles. Samsung is using the film to market their new Heat Pump, N-Series, specifically for Scandinavia, but it has also been exhibited at exhibits and trade events across the world.

Out-of-the-Box Marketing 

We are all aware that Samsung’s product price strategy is neither A-class or competitive in general. That is where the brand must establish other auxiliary activities in order to make their products and service their technologies in an engaging way. So, basically, they need to think outside the box.

This was their “TV when it’s on. Art when its off” campaign

Above, Samsung’s “Galleried” spot makes picture frames cool again. Regardless of the quality of the artworks, Samsung’s problem is with picture frames – and their enigma. During a day at the museum, art lovers are astounded to see how the valuable artworks inside the frames mysteriously vanish. A swarm of anxious people stare at empty frames where paintings formerly hung. The employees are concerned, but there is an explanation: TV When it’s turned on. When the Lights Go Out.

Clever, funny, strategic: Apple vs Samsung

Before the iPhone X’s release date, Samsung released a new commercial that is totally aimed at criticising Apple. Samsung always comes up with innovative ways to mock apple, but this time, it elevated its concept to a different level. ‘Growing Up,’ created by Wieden + Kennedy Portland, relates to everything from storage space to water resistance — and, of course, the never-ending line-ups, which is the funniest part. 

The commercial began in 2007, with the launching of the first-generation iPhone. Erik, the hero, of course, purchases the goods, while his girlfriend Lauren owns a Samsung by 2013. Eric began to experience storage troubles even when using an older version of iOS.

Then, in 2013, when the screen sizes and water resistance are compared, the results are disgraceful. He hence shifts to Samsung, and according to the commercial, he finally “grows up” 

Samsung’s digital marketing strategies 

Samsung’s marketing communication mix includes a variety of channels such as print and media advertising, sales promotion, events and experiences, and public relations. Samsung Electronics employs these channels in an integrated fashion. We have discussed the digital aspect of their marketing strategies below.

Samsung’s social media marketing strategies 

They are continuously working to maintain their popularity, and they must work really hard in order to do so. When it comes to social media marketing, they use Instagram, Facebook and YouTube to help them in generating good earnings as well as making a big influence on users and followers.

Samsung’s Instagram marketing strategies

Samsung India’s Instagram page (@ samsungindia ) has an engagement rate of 0.05% with an average of 2,137 likes and 15 comments on each post.

Samsung -Instagram engagement rate

Samsung uses Instagram as a way to communicate with its audience and establish a one-on-one relationships. Most of their posts are product-based, talking about the various features of the particular product. 

#WeOwnTheNight

Off late, Samsung has posted a series of posts highlighting the 

View this post on Instagram A post shared by Samsung India (@samsungindia)

Samsung’s Facebook marketing strategies 

When you access Samsung’s Facebook page, you will discover that it has over 16 million fans and that its cover image clearly indicates the latest planned Samsung announcements or products. 

facebook home page- Samsung

Scrolling down will take you to the posts that Samsung has published on this fan page. No one is permitted to post on Samsung’s Facebook page. Customers, on the other hand, can comment on their blogs and provide feedback.

They post on a regular basis and typically receive a large number of comments on each of their postings.

Samsung -digital marketing Facebook customer interaction

Samsung’s Twitter marketing strategies

Samsung not only rules through its Facebook page, but it also has a sizable fan base on Twitter. The frequency of posts on this site is extremely high. 

Samsung-Twitter home

The engagement rate of Twitter is 0.10% and they receive an average of 12,077 likes and 3,472 retweets on each of their posts.

samsung -twitter

Samsung’s SEO strategies 

Samsung Customer Care Department has evolved naturally in SEO, and it now has a small but powerful in-house staff overseeing SEO, SEM, and content. Because the SEO team is in charge of the internal search platform, its major purpose is to translate what consumers search for into genuine meaning and intent.

Their constant SEO efforts have ensured that they get a steady increase in their website rankings and keywords. They receive a YOY increase in organic traffic of 4% . Their keyword ranking position, too, has increased by 12% YOY . 

Let’s study their SEO strategies in detail

Website overview

With a worldwide brand in such a competitive field, Samsung has taken a broad view of the entire customer journey across several departments, from mobile devices to home appliances, to achieve the greatest potential improvement in online performance.

They have been more effective at improving ranks and generating sales by taking a step back to study user behaviour and purpose and then optimising on-site SEO.

Samsung has an almost perfect website with a high domain authority of 93 . The rest of their statistics too are extremely high and rated ‘amazing’ by Ubersuggest.

They have over 6,666,167 organic keywords , 102,927,027 organic monthly traffic and 96,177,850 backlinks .

samsung-seo metrics

www.samsung.com

The top 5 organic keywords include

  • Samsung 
  • Samsung galaxy s21 ultra
  • Samsung galaxy 
  • Samsung galaxy s9

top organic keywords -samsung

Samsung’s Top Digital Marketing Campaigns

#indiareadyaction.

Samsung India launched #IndiaReadyAction, a statewide digital campaign encouraging Gen Z and millennials to defy prejudices about India by filming and sharing films of Real India via their smartphones. The month-long campaign #IndiaReadyAction will encourage Gen Z and young millennials in India to contribute up to 60-second movies showcasing their vision of Real India, which will break any prejudices about the country that may exist around the globe.

The campaign was launched through a video :

Sports partnerships

Samsung sponsored the Olympic Winter Games in 1998 and will formally support Olympic Games and Olympic movements for the following eight years, which will only help Samsung’s global reputation. From 1998 through 2010, Samsung was the official sponsor of the telecommunications equipment category.

Sponsors of the English Premier League club Chelsea FC, the Premier League is well-known around the world and draws a large number of fans from all around the world. In 2008, Samsung also inked a six-year collaboration agreement with Mexican football team Club Deportivo Guadalajara, providing plasma and LCD screens for the team’s new stadium Estadio Chivas, indirectly promoting the brand.

They continued to sponsor different sports teams around the world in the following decades. In India, they have brand ambassadors for every product category.

Aamir Khan is the brand ambassador for mobile phones, Priyanka Chopra is the brand ambassador for home appliances, and Olympic Gold Medalist Abhinav Bindra is the brand ambassador for consumer electronics. 

Samsung digital marketing strategies -priyanka chopra

Aamir Khan has appeared in a number of commercials, including Next Is What, Wave, and the Galaxy series. He is renowned in the industry as Mr Perfect, and they are exploiting this to demonstrate that their mobile phones are perfect. Also, because Samsung is an Olympic sponsor, the image of Abhinav Bindra, the first Indian individual gold medalist, was used.

Another campaign that illustrates Samsung’s usage of social and online communities to sell new goods is #OverToYou.

Samsung provided 12 notable bloggers, athletes, and YouTubers with Galaxy S4s so they could produce content and share it with their audience.

These 12 people were exhibiting the potential of the new technology by utilising the S4 to create a unique, thrilling video. The videos were obviously shareable, giving Samsung some extra visibility outside of its typical marketing platforms.

samsung's digital marketing strategies - over to you

Digital line

Another ad aimed at Apple fanboys, this time by generating a digital queue in anticipation of the Galaxy S4’s introduction in New Zealand.

Samsung’s own followers may join the queue online 12 days before the phone was released by posting details of the S4’s new features as they were revealed each day on their Facebook or Twitter accounts.

The more their friends retweeted, commented on, “loved,” and shared the content, the higher they climbed the queue. It’s simply highly incentivized word-of-mouth marketing that also pokes fun at the company’s main competitor.

Conclusion 

As can be seen, Samsung has joined the realm of online marketing to promote its products and brand. Do you wish to develop your own strategy?

Do you wish to raise the profile of your company? Enrolling in digital marketing courses online is the right solution.

Enrol in Digital Scholar’s online digital marketing course to strengthen the digital marketing techniques of your company. This course is designed for anyone who wants to learn everything they can about digital marketing and how to use it in their own business. To discover more about them, go to www.digitalscholar.in

What do you find most appealing about Samsung’s campaigns? Please share your thoughts in the comments section below!

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Written By Digital Scholar

Digital Scholar is a premier agency-styled digital marketing institute in India. Which offers an online digital marketing course and a free digital marketing course worldwide to elevate their digital skills and become industry experts. Digital Scholar is headed by Sorav Jain and co-founder Rishi Jain, who are pioneers in the field of digital marketing. Digital Scholar’s blogs touch upon numerous aspects of digital marketing and help you get intensive ideas of different domains of digital marketing.

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Samsung increases return on ad spend by over 2x with data-driven creatives

  • Analytics 360
  • Display & Video 360
  • Google Marketing Platform
  • Campaign Manager 360
  • Drive awareness for new product launch
  • Scale creative production efficiently to deliver relevant, impactful messaging

The Approach

  • Partner with Ad-Lib.io to quickly scale creative production in Google Studio
  • Reach Analytics 360 audience segments in Display & Video 360 campaigns

The Results

  • Created more than 400 creative variations in less than five days, as compared to its previous six-month average
  • Increased return on ad spend by over 2x

When Samsung temporarily shuttered many of its physical stores amid Covid-19 lockdowns in early 2020, the global technology and electronics leader sought out new strategies to create relevant and impactful connections with its consumers in the new environment. The company was preparing to introduce its Galaxy Note20 smartphone across Spain, and to help make the launch a success, Samsung Spain decided to evolve its display advertising strategy.

In order to maximize the impact of its digital marketing efforts, Samsung needed a more efficient way to produce ad creatives that showcased various messages at scale and connected different product offerings with the right audiences. Underpinning this initiative was an overall business objective to increase sales while decreasing cost-per-acquisition (CPA).

Turning to Google Marketing Platform and Ad-Lib.io

Once Samsung had a clear idea of its goals, it began the search for partners to help achieve them. Samsung first turned to Google, as it had previously adopted several Google Marketing Platform products to progress through Boston Consulting Group’s marketing maturity index , a framework that helps companies evolve their digital marketing strategies and grow their businesses.

Samsung also decided to partner with Ad-Lib.io , whose Creative Management Platform uses automation to produce and optimize relevant advertising creative at scale and across digital media channels. Ad-Lib.io’s software can be laid on top of Studio and synchronized with Campaign Manager 360 for ad serving, so the seamless integration between Google Marketing Platform and Ad-Lib.io could help Samsung scale its creative production and reporting within a short timeframe.

With its critical partners in place, Samsung began to execute its strategy across Google Marketing Platform. First, Ad-Lib.io, a certified Google Marketing Platform partner, worked to accelerate and scale Samsung’s creative production in Studio. Then, Samsung connected its Studio account to Campaign Manager 360 and Display & Video 360 to push its creatives into a new media campaign.

Scaling creative production and optimizing delivery

By combining their respective strengths, Samsung and its partners scaled creative production, generating 400 ad variations in fewer than five days. Each ad variant focused on a different product offering and relevant messaging tailored to resonate with more than 300 different audience segments. These segments were built from insights on user behavior collected and organized in Analytics 360 , such as users who left abandoned carts or visited a specific Samsung webpage.

To measure the success of its creatives and messaging, Samsung used the Experiments feature in Display & Video 360. This allowed the marketing teams to create mutually exclusive testing groups of users.

Its team also took advantage of creative rotation in Campaign Manager 360 to serve different creatives to the same audience segments, which helped it easily compare performance, optimize campaigns, and gather key learnings for the future.

Increasing return on ad spend

Samsung’s creative strategy did more than just improve its ability to connect the right message with the right audience. It also greatly cut down on launch time, slimming its six-month average down to just five days.

“This campaign and our integration with Google Marketing Platform showed how speed and agility drive performance,” says Adit Abhyankar, Ad-Lib.io’s CEO. “We went from brief to go-live in five days and refreshed creative with 24-hour turnarounds, keeping content fresh and enabling fast learning and optimization to drive huge performance uplift.”

Despite operating in a highly competitive market in the midst of a pandemic, Samsung achieved its online and offline Galaxy Note20 sales objectives. Through accelerating its digital transformation, the team saw a 173% increase in return-on-ad-spend (ROAS) compared to its existing display creatives.

“With Google Marketing Platform, we achieved our best ROAS within the fastest turnaround time.”

Guillermo Barberà , Head of Media, Data & Loyalty Marketing, Samsung Spain

Looking ahead with Google Marketing Platform

Samsung is currently working on expanding its activation of first-party data in Display & Video 360 via Customer Match , onboarding its customer relationship management data to Analytics 360. To make the most of its custom messaging and dynamically delivered creatives, the team is now deploying them throughout the entire marketing funnel.

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Table of Contents

Digital presence of samsung, digital marketing campaigns of samsung , marketing mix of samsung, swot analysis, results of samsung marketing strategy, conclusion , how samsung marketing strategy solidifies its brand value.

How Samsung Marketing Strategy Solidifies Its Brand Value

The global electronics powerhouse– Samsung began its journey as a low-tier manufacturing brand. A strong Samsung marketing strategy revolutionized its stance in the market, making it the No.1 smartphone producer worldwide. The tech giant ranks 4th in Forbes' list of the World's Largest Tech Companies. A perfect blend of digital marketing and innovation has established Samsung as a unique, high-quality brand worthy of customer loyalty.  

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Samsung's adept use of social currency has contributed to its success in digital marketing. Expanding its social media presence, Samsung provides customers and brand loyalists several chances to share their experiences with those in their circle. 

Samsung_Marketing_Strategy_1

Samsung YouTube Channel

To connect with the various segments of the population their products target, Samsung has social profiles on all of the major social networks, including 

  • Facebook: 162M
  • Twitter: 12.5M
  • YouTube: 6.24M
  • Instagram: 4.5M

Samsung_Marketing_Strategy_2

Samsung Facebook Page with 162 Million Likes

Moreover, Samsung has several profiles on each platform. For instance, Instagram has Samsung, Samsung India, Samsung UK, Samsung UA, Samsung Mobile and more.

The company adheres to the best digital marketing practices like SEO and quality content creation that solves customer problems. 

Being a community-oriented brand that impacts audiences worldwide, Samsung introduces various marketing campaigns. The promising Samsung marketing strategy focuses on leveraging the power of exceptional marketing campaigns to promote its products and appeal to the audience. 

Social media ads, sponsorships, and online advertising strengthened the brand. Some exceptional Samsung marketing campaigns are as follows: 

  • #YouMake Campaigns: It brings up a global marketing platform for consumers to take the lead with device customization. It brings a better way of personalization via customized control enabled by SmartThings IoT solutions. The #YouMake campaign offers continuous services and virtual benefits, encouraging customer participation by utilizing the best metaverse platforms.
  • Growing Up: Another commercial on YouTube that made people reconsider their options. The company directly targeted its main competitor–Apple, and the video took the internet by storm.

Product, Price, Place, and Promotion–the 4Ps of the marketing mix constitute an integrated marketing model. Samsung’s marketing mix plan gives insights into the company’s success secret. 

1. Product Mix

Delivering excellent results in recent years, Samsung products are well-known for their services and quick support. Samsung’s marketing mix in its product line is one of its major strong points. The products fall into the following categories: 

  • Mobile phones
  • Televisions – LEDs, Plasma TV, LCDs, SMART TV, HDTV
  • Refrigerators
  • Air Conditioners
  • Washing Machine
  • IT – Printers, laptops, and accessories

2. Price Mix

Price mix is one of the strongest points in the Samsung marketing strategy. It offers two pricing schemes to satisfy its clients. The corporation adopts a price skimming tactic whenever it releases a new smartphone with the latest technology. Moreover, it reduces the price of that product when the competitors launch identical products. 

3. Promotion Mix

Samsung attracts customers via advertising while employing the best tactics to push products through sales promotions.

The company employs several marketing vehicles both during the festive season and outside of it. It grants numerous discounts and incentives to business partners, encouraging them to sell Samsung products above the competition. 

4. Place Mix

Samsung service dealers are responsible for corporate sales. Its selling point is its distribution. They distribute their goods via a single distribution business. They then distribute them to other locations.

SWOT analysis is one of the best ways to dive deeper into the Samsung marketing technique. It provides insights into Samsung’s strengths, weaknesses, opportunities, and threats concerning its marketing competitiveness.

Samsung’s Strengths

  • It has held a strong position in the smartphone manufacturing industry for years. Climbing the ladder, Samsung ranks first on the world’s best smartphone manufacturers list. 
  • Significant investments in the innovative research and development sector have helped Samsung generate a diverse product offering compared to its competitors.
  • Its transition to a customer-centric management system has brought about revolutionary changes. 
  • Its consistent efforts for sustainable development, such as the adoption of eco-packaging for TVs, give it the upper hand. 
  • Samsung leads the development of advanced technologies like AI, 5G, automotive and robotics. 
  • Lastly, it is rapidly expanding commercial marketing in India and China. 

Samsung’s Weakness

  • Despite expanding its operations in Asia, the company relies heavily on American markets.
  • Samsung’s defective items, such as the Samsung Galaxy A20e and a malfunctioning foldable phone.

Samsung’s Opportunities

  • Samsung can achieve tremendous development in the smartphone industry by setting the standard with innovative goods like foldable phones.
  • As the world adopts 5G, Samsung has the know-how to capitalize on the opportunity.
  • The company can hire exceptionally skilled professionals using its brand image. 

Samsung’s Threats

  • Samsung’s entanglement in controversies can jeopardize its business, such as the lawsuit filed by Apple for patent infringement.
  • Xiaomi, Apple, and Huawei stand as major threats and technological competitors who can outsmart Samsung. 

Samsung’s revamped marketing programs and competitive strategy implementation have significantly contributed to its huge success over the years. 

Performing continuous market research, adding new features, serving customer pain points and employing special efforts to reduce costs, Samsung has paved the way for its success from the very beginning. 

Its global value increased by more than 200% in a short span ranging from 2003 to 2008. 

Samsung took over Sony–one of the most valuable consumer-electronics brands worldwide. Consequently, Samsung’s sales reached $119 billion by 2009. When the company introduced Samsung Galaxy and leveraged the power of digital platforms for promotions and marketing, its revenue grew to $218 billion in 2018. 

Today, Samsung stands 5th on Interbrand’s list of Best Global Brands with a brand value of USD 74.6 billion. It has witnessed a 20% increase in comparison to the last year.

Sparking creativity worldwide, Samsung is the most profitable tech company. The robust Samsung marketing strategy has made it one of the most valuable brands today. Its smart digital marketing tactics set an excellent example of how to revamp your online business as a digital marketer. 

Want to know more about Digital Marketing? Enroll on Simplilearn’s Digital Marketing Specialist Program and upskill yourself digitally. 

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High impact display for the Samsung Galaxy Fold 5G

The Guardian reach more high net worth individuals than The Financial Times and The Economist

The challenge

Consumers are holding on to their smartphones for longer, reluctant to upgrade when new models look and feel very similar to their current phones resulting in stagnating smartphones sales.

Samsung wanted to reinvigorate the industry with the release of their revolutionary Galaxy Fold phone. Nearly a decade in the making, Samsung were keen to make a huge splash to highlight the phone’s boundary-breaking foldable display technology.

The insight

The Guardian is big in Tech and we reach more high net worth individuals (HNWIs) than The Financial Times and The Economist. We also know that our bespoke display formats have higher viewability and better interaction rates than standard IAB formats, making us the perfect partner for a high-impact display campaign.

Starcom were looking for stand-out executions which would show-off the phone’s foldable display mechanism. We decided upon two bespoke Guardian formats - the cascade and sidewinder . Launching from a billboard unit the cascade creates a flowing experience where the content cascades down from the topmost slot on the page, allowing readers to interact with the ad at various touch points whilst the sidewinder format unfolds twice from a DMPU in the style of a tri-fold leaflet.

What we did

We launched the display campaign with cascade and sidewinder formats on the week of the Galaxy Fold’s UK release.

  • Phase one consisted of a mixture of contextual targeting on our Tech section and more broadly across the website.
  • Phase two included more granular audience targeting against our HNWI and early adopter segments.

over 3000 clicks

total brand uplift

uplift in brand consideration

We partnered up with The Guardian to support the launch of the Samsung Fold, due to their heritage, unique data and premium inventory. The Guardian adapted both creative and buying models to support the wider programmatic activity which offered Samsung flexibility which was key to the product launch. The creative executions showcasing the Fold were bang on brief and went down a treat! Starcom James Villani Display investment director

Source: GWI Q3 2018 - Q2 2019 *HNW Audience = C-Suite OR Highest HH Income Bracket Per Country (equivalent of £150+k or $200k+ per annum) - Digital only

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Samsung - Flipvertising (case study)

Agency: CHEP Network

Description

Flipvertising managed to resonate with ad-sceptical millennials and Gen Z. To launch the new Samsung Galaxy Z Flip4, CHEP used an innovative approach to flip the media targeting model on its head. The agency created a YouTube pre-roll that contained a free Flip4, then made it almost impossible to get served this elusive ad. The process of doing this had even Google’s own technologists scratching their heads. The best part? With every search, the audience changed their algorithm to show them endless unpaid, unsponsored Samsung content. Sparked by the insight that Gen Z (its primary target) are not huge fans of social media algorithms and tend to regard personalised ads as an invasion of privacy, Samsung’s fiendishly clever Flipvertising mechanic encouraged this suspicious cohort to figure out how to get themselves targeted by specific YouTube ads for a chance to win a Galaxy Z Flip 4. Rather than extol the product benefits in the usual marketing manner, the brand’s online scavenger hunt (and subsequent retargeting pools) drove consideration through a journey of unbiased reviews, unboxings, tech breakdowns, comparisons and various other slices of content that Samsung didn’t have to pay for. The conceit takes re-targeting to the next level, reframing the value of algorithms to Gen Zers, not as a sinister form of stalking but instead as a fun tool for opt-in engagement. Samsung’s audacious flipping of the script led to 600% higher engagement than the industry average, and a 34% sales increase.

This professional campaign titled 'Samsung - Flipvertising (case study)' was published in New Zealand in June, 2023. It was created for the brand: Samsung, by ad agency: CHEP Network. This Content, Digital, and Experiential media campaign is related to the Electronic Devices and Electronics, Technology industries and contains 1 media asset. It was submitted 8 months ago by LLLLITL.

Brand: Samsung. Advertising Agency: CHEP Network. Design Agency: CHEP Network. Production Company: The Sweetshop Sydney. Country: Australia. Agency Producer: Bella Jarman. Agency Senior Designer: Sonia Coughlan, Kenn Huang. Audio Engineer: Josh Pearson. Audio Production Company: Sonar Music. Back-End Architect: Devinder Singh. Chief Creative Officer: Gavin McLeod. Colourist: Fergus Rotherman. Creative Director: Cameron Dowsett, Mark Tallis. Deputy Executive Creative Director: Justin Ruben. Digital Designer: Austin Hupfau. Digital Director: Hansen Ding. Director: Max Barden. Editor: Joe Morris. Editor: (Case Study): Guss Mallmann Editorial Assistant: Sam Holman. Executive Producer: Greg Fyson. Full Stack Engineer: Xian Yang. Head of Creative Technology: Josh Speight. Head of Design: Christian Hewitt. Head of Film Production: Tash Johnson. Junior Motion Designer: Michelle Nguyen. Mix & Sound Designer: Timothy Bridge. Online Editor: Soren Dyne. Post Production Company: The Editors. Senior Art Director: Will Winter-Irving. Senior Copywriter: Joe Ranallo. Senior UX Designer: Patrick O’Leary. Sound Producer: Haylee Poppi. Talent: Queenie Tan, Elly Awesome, Sam Despo, Dylan Page, Stephanie Bendixon, Crayator - Nathan Bezzina. Technology Director: Kirstie Peters, Tim Chapman. Account Director: Patty Nowak. Account Strategy Lead: Kirsty McMeekin. Associate Digital Media Director: Sue Lau. Client Partner: Grace Vizor. Communications Planner: Maureen Benson. Director of Brand Marketing: Eric Chou. Head of Marketing Communications: Joanna Baxter. Head of Strategy: Tim Russell. Influencer Manager: Isabella Holder. Managing Director: Jonny Berger. Marketing Manager: Lilly Lloyd. Media: Steven Flood. Operations Manager: Cleo de Kerorguen, Mary Anne, Mary Morrell. PR: Ogilvy PR (Australia). Producer: Adrian Konarski. Senior Account Director: Lucy Jones. Senior Account Manager: Lauren Tom. Senior Planner: Jarryd Patel.

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Samsung smartphones in 2023: The users, innovation, and technology 

samsung advertising case study

The global smartphone market share is projected to grow from $484.81 billion in 2022 to $792.51 billion in 2029 according to Fortune Business Insights . With so many devices in the market, you have a valuable opportunity to scale your advertising with a high-ROAS channel, on-device advertising. 

On-device advertising connects advertisers directly with OEMs and carriers, placing your app in front of users at pivotal moments throughout the device experience - such as during device setup. With tech development allowing for rich interactions that engage and retain customers, advertisers can expect a conversion rate (CVR) upwards of 20% with this channel. It’s a safe, sure-fire way to reach every user turning to their smartphones. The world’s largest smartphone brand? Samsung. 

In the very beginning, back in 1938 in Korea, Samsung traded dried fish and other food products. It was even once a major player in insurance, textiles, and construction. Today, Samsung is the biggest electronics company in the world and drives the booming Korean economy. Let’s dive into the Samsung smartphone market, the user base, and Samsung trends in 2023.

Samsung in numbers 

  • As of January 2023, Samsung has a market cap of $327.89 billion (1) 
  • Samsung’s brand value was evaluated at $87.7 billion in 2022, which represents 17% growth compared to $74.6 billion in 2021, ranking the company in 5th for three years in a row on Interbrand's Best Global Brands of 2022 (2) 
  • Samsung shipped 64.3M smartphones in Q3 2022, 15M more than Apple (3)
  • Samsung holds the majority, 22%, of the market share of smartphone shipments in 2022 (4) 
  • There were 992.4 million active Samsung smartphone owners in the world in 2020 (5)

Identifying the nearly 1B Samsung users 

There were 992.4 million active Samsung smartphone owners in the world in 2020 according to Newzoo - and this number is undoubtedly higher in 2023. Before running campaigns directly on Samsung devices, it’s important to be aware of the customers you’ll be reaching. This will allow you to optimize your on-device campaigns as effectively as possible.

Samsung users are Gen X

Generation X ( 1965 – 1980) and Millennials (1981 – 1996) make up around 90% of both Apple and Samsung’s user base. While the distribution on Apple devices is fairly even, a significant majority, 65% of Samsung users are part of Generation X. 

With Gen X taking up a large portion of the US workforce, 33% according to LiveCareer , Samsung users are largely business age and have likely reached the top in their professions. Gen X also makes up a large portion of purchasing power in the US - they have money to spend. This means that by making Samsung a core channel of your marketing strategy, you’re reaching an audience with great influence over household and company decisions. You’re also reaching an audience that spends more time on their phones - Gen Xers spend about 21 hours per week on their smartphones while millennials spend 19 hours according to Herosmyth .

generation

Samsung users care more about features than design

Android users are 57% more likely to prefer a full-featured, advanced device that’s less attractive as opposed to a sleek device that only does a few things according to ansonalex . With all Samsung smartphones and tablets using the Android operating system, this statistic can be extended to Samsung users. 

Samsung is known to push the envelope on innovation with every phone they release, and its users put a lot of value in the tech advancements that have improved device functioning. For example, the ability to work on two apps on the same screen at the same time with a Samsung device is much more important than the size and color of the device. 

By advertising directly on Samsung devices, you’re reaching early adopters. They are likely to look past the potential challenges of being the first to jump into a new technology. Samsung users will embrace on-device advertising placements as a new and unique feature on their device - like Aura’s Game Spotlight, which puts a new game on users’ phones every week based on their current preferences, or Aura’s In-Life App Discovery, which recommends your app to users during device updates. 

Samsung phones have high brand loyalty

Samsung leads Android phones with 63.9% trade-in brand loyalty, while just 10.8% of users stick with other Android devices according to Tom's Guide . Once consumers start using Samsung devices, they’re likely to stay loyal to the brand.

When running UA campaigns, the ultimate goal is to acquire users that will remain loyal in the long term. Advertising on Samsung devices means reaching users that are dedicated to the brands they engage with and are unlikely to switch their loyalty once they get started.

You’re also reaching the generation with the highest likelihood of making brand loyalty a priority - Gen X has the highest rate of brand loyalty of any of the generations according to Streng . All of this means that if you reach users with your food delivery app early on in the Samsung device lifecycle, users are likely to be unwavered by ads for other food delivery apps later down the road. 

So, get to Samsung users first with on-device advertising, and they’re likely to stick around over the long term. 

Trends and innovations from Samsung

Let’s dive into the innovations and trends shaping the Samsung brand in 2023. 

The future is foldable 

Half of US consumers are either very (16%) or somewhat (34%) interested in buying a foldable phone as their next device according to CNET , and Samsung is the first-mover in this cutting edge technology. In 2019, Samsung released the Galaxy Z series which is where all of its foldables live, including the 2022 Fold 4 and Flip 4 and whatever big releases will come in 2023. 

Watch how they’re made: https://news.samsung.com/global/video-behind-the-foldable-phones-in-our-pockets

For advertisers, these types of devices are a valuable place to reach an engaged, growing demographic of users turning to foldables for work and play. In fact, From January to October 2022, the number of foldable smartphones Samsung contracted to enterprise customers increased by 105% compared to January to October 2021 according to Samsung . 

After all, these phones make it easier to complete certain tasks which historically weren’t possible  on mobile, and are able to adapt to fit users’ needs at any moment. For example, users can easily switch between watching a movie and updating a powerpoint. On top of that, users of foldables today are likely very tech aware and excited by innovation. 

You can even leverage the fold to keep users engaged and entertained, such as designing ads that allow users to reveal more ad content as they fold or unfold their devices. You also have more room to fill your ad with more important, detailed information. For example, you could have an ad that begins on one screen and ends with, “unfold to learn more.” When users unfold their phones, they’re taken to a page where they can test your app or go through an onboarding. 

At CES 2023, Samsung announced a new technology for foldable phones. With Flex Hybrid, the left side of the display features the foldable aspect and the slidable technology is on the right side. The display on the Flex Slidable Solo expands in just one direction and the display on the Flex Slidable Duet expands in both directions. The display is about 13 to 14 inches un-expanded, which is quite portable, and it expands all the way to 17.3 inches.

Learn more about leveraging foldable phones for your app’s advertising strategy.

Samsung remains invested in chip production

Many large chip manufacturers have begun scaling back their chip production amid falling demand and an abundance of chips already in the ecosystem. On the contrary, Samsung plans to increase chip production at its largest semiconductor plant, P3 factory in Pyeongtaek, in 2023. This means when demand for chips recovers, Samsung will be ahead in performance capabilities and will be able to take a big portion of market share. 

Back in June 2022, Samsung was the first manufacturer to kick off mass production of 3-nanometer chips, ahead of TSMC and Intel. Today, the first generation of “3nm process nodes have reached a “perfect” level of production yield.”

As a leader in chip making, Samsung phones are always one, or even two steps, ahead of competitors in smartphone performance. With each new chip generation, Samsung phones have faster processing, reduced power consumption, and more sustainable performance over longer periods of time. As technology continues to evolve and get stronger, Samsung phones clearly make a great channel for your advertising strategy. 

“Samsung has grown rapidly as we continue to demonstrate leadership in applying next-generation technologies to manufacturing,” - Siyoung Choi, President & GM, Foundry Business, Device Solutions Division

If you’re not already leveraging Samsung for your advertising strategy, it may be time to look into it, especially before the competition. After all, the users, technology, and innovation are some of the most advanced in the world, making these devices a valuable, unrivaled user acquisition channel. 

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Samsung uses both Amazon Ads and Twitch to drive awareness of the Galaxy S21 launch

Samsung is one of the world’s largest producers of electronic devices, and the Galaxy S family is Samsung’s most premium line of smartphone products.

Samsung wanted to raise awareness of the Galaxy S21 launch in Italy and reach an 18+ young adult audience

For the launch of the Galaxy S21 flagship smartphone in Italy, Samsung wanted to drive awareness, primarily with an 18+ young adult audience. The global premium smartphone market recorded a 46% year-over-year (YoY) sales growth in the first half of 2021, outpacing the overall market growth of 26% YoY. 1 In order to stand out in this saturated market, Samsung aimed to create a special unboxing experience for the Galaxy S21 launch that would both surprise and delight this generation of Samsung users. The brand approached the launch in three distinct phases: the teaser period; launch event; and sales.

Samsung took an integrated approach, using Amazon Ads and Twitch to reach and engage the right audiences in the right places

Samsung implemented a full-funnel campaign across both Amazon.it and Twitch to cover each phase of the launch. This integrated approach supported the campaign strategy to engage 18+ young adult audiences where they already choose to spend time. During the teaser phase, Samsung created anticipation by showing audiences a custom landing page on Amazon.it. Pre-launch, the page featured a full-screen countdown and a prompt to opt-in for email updates on the “Galaxy Unpacked” launch. On launch day, Samsung livestreamed the unboxing event on the Amazon.it landing page, moderated by a well-known Italian tech influencer. To further the event’s reach and to drive audiences to the livestream, the brand ran animated display in takeover placements on the Amazon.it homepage. Samsung also leveraged Amazon DSP to run video and display ads, to reach customers wherever they spend time. Simultaneously, the S21 also launched on Twitch in a livestream, where Samsung collaborated with an Italian tech site’s channel to host the event. To maximize exposure, the brand leveraged Twitch’s premium, high-visibility Homepage Headliner, where they ran creative messaging variations pre-, during, and post-launch. To sustain consideration in the weeks following the event, Samsung placed premium video ads on Twitch and ran three days of 100% share of voice First Impression Video Takeover to engage customers and help them discover products on Samsung.com. Display ads delivered through Amazon DSP also directed customers to find out more on the product detail page on Amazon.it.

The campaign surpassed Samsung’s expectations for reach, awareness, and consideration

‘’Working with Amazon Ads and Twitch enabled us to deploy an innovative marketing strategy for the Italian launch of Samsung Galaxy S21. We maximized our reach with high-visibility placements on the homepages of Amazon.it and Twitch, where we delivered livestream events with selected influencers. The campaign drove audiences to both Amazon.it and Samsung.com and, according to Millward Brown, it outperformed similar Brand Awareness, Ad Awareness, and Purchase Consideration campaigns when compared to Kantar’s normative benchmarks in Europe 6 ” — Giuseppe Russo, Channel Marketing Manager, Samsung Electronics Italy

The campaign generated immediate impact for Samsung. Placements on the Amazon.it homepage generated 6.2M impressions in just 24 hours , while the custom event page received 204K visits. Over the course of the 3-month campaign, Samsung reached a total of 6M unique visitors on Amazon and 1.6M on Twitch . 2 Tapping into Italian influencer talent for the livestreams to increase local resonance also paid off. 70K unique users tuned in to watch the Twitch livestream, with 95K views and a cumulative total of 375,088 minutes watched . 3 Display ads and video placements surpassed benchmarks, with a click-through rate (CTR) of 0.37% on Twitch Homepage Headliner placements (vs. 0.31% benchmark) and 77% video completion rate (VCR) on First Impression Video Takeover and premium video placements (vs. 73% benchmark). 4 On Amazon.it, video placements saw a VCR of 77.7% (vs. 70% benchmark) . 5 A Brand Lift Study 7 conducted by Millward Brown following the campaign concluded:

  • Mid-term purchase consideration increased. Once exposed to the campaign, audiences reported they were more likely to purchase a Samsung Galaxy S21 in the next 1-2 years. 8
  • The campaign outpaced industry benchmarks for similar brand awareness initiatives, with an unaided recall of 4% (vs. 1.5% Kantar benchmark) and aided recall of 0.7% (vs. 0.4% Kantar benchmark). Ad awareness increased 2.5% (vs. 2.1% Amazon campaign benchmark) and purchase consideration was considerably higher at 5.8% (vs. 3.3% Kantar benchmark) . 9

1 Counterpoint Research , Market Pulse Service, 2021 2-5 Amazon internal, 2021 6-9 Brand Lift Study, Millward Brown and Amazon Ads, March 2021

Samsung Marketing Strategy Analysis Case Study

Introduction, device innovations, distribution strategy for new england, advertising strategies.

Samsung represents one of the world’s leading corporations engaged in the production of electronic devices and the development of information technology. The Galaxy line is one of the most popular product groups among the company’s achievements. The challenge is to identify the target market for their new Galaxy Note20 smartphone, with a specific focus on targeting New England. It is required to draw up a rough portrait of the main audience that can purchase this product, and describe its main characteristics and strengths. Finally, one needs to come up with campaign ideas that capture the client’s attention with New England culture. It is a clear plan of marketing actions that will be able to realize the potential laid down by the creators of this smartphone.

Discussing the technical characteristics of this smartphone, it should be noted the financial policy of Samsung, which produces phones for various economic classes of society. The corporation needs this to cover even larger niches of the electronic device market, offering less expensive alternatives for those who want to purchase a branded product but cannot overpay for it. The specificity of Note 20 is that it comes in two versions. The main version of this smartphone is called Ultra and has a full package of technical innovations. At the same time, the main innovations remain in their more budgetary version with a reduced set of available options.

The main innovation of this smartphone is the so-called SPen – a device that resembles a stylus in the currently outdated first-generation communicators. However, the advantages of this stylus are much higher than those of a standard similar instrument. SPen is a complete and technically advanced tool that goes far beyond just clicking on the screen. This tool has many functions that can be useful for an adult working in any professional field related to information. SPen features, for example, the ability to recognize text directly from a photograph, which is very useful for people working with a large amount of scientific material ( Specs, 2021). Moreover, this small stylus allows the user to control presentations when they are displayed on the monitor. In other words, it is an adult working in business, science, teaching, or marketing that can appreciate the main advantages of this smartphone. Thus, one can make an unambiguous conclusion that the marketing campaign should be targeted at the wealthy people of the middle- and upper-middle class.

There are several ways to organize the distribution of Samsung’s smartphones, but these strategies should be developed and implemented simultaneously. First of all, the company should focus on the official stores, and representatives of the company, in which phones will be sold at a standard price (~$650), focusing on individual customers. At the same time, the first batch of these devices can be sold at 10-15% more to create additional excitement around the novelty (~$750).

It should be noted that these smartphones are still more affordable than the production of competitors – the iPhone 12, for example, costs 800 dollars. By slightly lowering the price, the company’s business remains a winner, since they make the customer perceive the purchase as more profitable. Probably, Samsung should also create an opportunity to pre-order a smartphone on the official website of the company. This is necessary for the client to have the advantage of receiving a phone by delivery or by mail, avoiding many hours of waiting in queues. The firm is the leading wireless retailer in New England and America’s fourth-largest player in the field. Collaboration with this store would thus be mutually beneficial.

Another possible option is the resale of large consignments of goods to cell phone stores and household appliance stores. In particular, an alliance with New England Wireless, which is based on the sale of purely wireless tools, would make sense. Another option for distributing the phone is the sale of wholesale lots of smartphones for company employees who need the most up-to-date mobile technical equipment. Sufficiently wealthy companies can buy lots of smartphones for the office since these smartphones and their innovations are ideal for working with information.

By creating excitement around the product due to the initially increased price, it is possible to maintain the attention of potential customers of this product. In particular, one can turn the client to the product by gradually lowering the price to the established standard, but there are other options as well. For example, it would be useful and quite profitable to be able to buy a phone in installments, while the client is free to independently choose the terms in which they will pay. Samsung is one of the key companies in the modern market, which affects the relatively high cost of its products. It is in this connection that it makes sense to provide the client with the freedom to pay for the goods. A person who is unable to buy the necessary device due to an inflated price in this way can still perceive the installment plan as a fair and, therefore, profitable financial solution.

It should be borne in mind that Samsung, despite its rapid rise in this century, is still not the only dominant company in the modern electronic device market (Yun et al., 2019). This is why the phone’s release date and marketing strategies should not coincide with the advertising campaigns of such prominent companies as Apple or Sony. The corporation should not fight openly for successful sales – rather, it is required to determine as accurately as possible the time slot when the product will be successfully sold on sale. The differences between Note20 and other modern smartphones should also be emphasized since this is how the audience who needs it will draw to the product.

Customer perception plays an important, in fact, decisive role in the process of selling a product at any marketing level. That is why an advertising campaign is required that adapts to the needs of the client and makes them realize that this particular smartphone is capable of positively affecting the quality of their life and work (Amani & Akbari, 2021). At the same time, focusing on the territory of New England, it is necessary to give advertising a unique specificity, a flavor that would emphasize the attention of the campaign developers to the client as to a person with a real homeland and history.

The culture of New England is famous for its historical characteristics, which are deeply rooted in the history of the founding of the American state. Especially noteworthy is New England literature, replete with the names of prominent writers from Emily Dickinson to Jack Kerouac (O’Donnell, 2017). It is probably in this context that a smartphone like the Note20 can have a special marketing benefit. The development of advertising is related not only to the organization of work and personal life but focusing to the creation and writing of creative texts. Advertising that allows New England residents to remember their cultural roots and feel like they are part of it could result in major success. This smartphone can be presented to the audience as ideal for solving creative problems – writing poems or prose stories. The emphasis on poetry seems original in this context and attracts positive attention.

It also seems necessary to focus not only on attracting new customers to the attention of the product but also turning to already proven and reliable customers who prefer Samsung to other manufacturers. An advertising campaign that hints at the existence of a real connection between the company and its consumer could be a great success. By showing on the screen, presumably, the evolution of Galaxy models, one can evoke in the viewer committed to this line a deep sense of nostalgia and gratitude to the company. Territorial specificity would have worked no less effective in this context. New England has the longest history of any other region of America as a state. Attention to history and respect for traditions and their development, being implicitly encoded in an advertising campaign, would only strengthen the client’s desire to become involved in the current history in the making.

Thus, from the analysis of the innovative innovations proposed in the Galaxy Note20 and the search for applied benefits, a portrait of a potential client was gradually formed. Employees of firms and corporations of the middle- and upper-middle-class can either buy a phone or get it in installments, in two versions, the original and the budget. An advertising campaign that draws attention to the history and culture of New England, highlighting the client’s creativity with this smartphone, appears to be potentially highly successful.

Amani, V. J., and Akbari, H. (2021). Effects of consumer perception on decision to purchase: A case of Samsung Electronics. International Journal of Business and Management Studies, 13 (1), 22-37. DOI:10.48080/ijbms.20210102

O’Donnell, J. (2017). Living shorelines: A review of literature relevant to New England coast. Journal of Coastal Research, 33 (2), 435–451. DOI:10.2112/JCOASTRES-D-15-00184.1

Specs: Galaxy Note20 5G | Note20 Ultra 5G. (2021). Samsung.

Yun, B.-S., Lee S.-G., & Ayoshima, Y. (2019). An analysis of the trilemma phenomenon for Apple iPhone and Samsung Galaxy. Service Business, 13 , 779-812. DOI:10.1007/s11628-019-00405-5

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IvyPanda. (2023, February 12). Samsung Marketing Strategy Analysis. https://ivypanda.com/essays/samsung-marketing-strategy-analysis/

"Samsung Marketing Strategy Analysis." IvyPanda , 12 Feb. 2023, ivypanda.com/essays/samsung-marketing-strategy-analysis/.

IvyPanda . (2023) 'Samsung Marketing Strategy Analysis'. 12 February.

IvyPanda . 2023. "Samsung Marketing Strategy Analysis." February 12, 2023. https://ivypanda.com/essays/samsung-marketing-strategy-analysis/.

1. IvyPanda . "Samsung Marketing Strategy Analysis." February 12, 2023. https://ivypanda.com/essays/samsung-marketing-strategy-analysis/.

Bibliography

IvyPanda . "Samsung Marketing Strategy Analysis." February 12, 2023. https://ivypanda.com/essays/samsung-marketing-strategy-analysis/.

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Advertising can save the open web. no—really.

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Ads bring authority and even common sense to the open web

Lately it’s become quite clear that brands, wishing to ensure a safe environment for their own messages and for their consumers, have been driving the open web to be a more responsible place.

For the last few decades, the internet, and especially the free ad-supported internet, or open web, has been nothing short of a modern marketing miracle. In 2020 it contributed $2.45 trillion to the U.S. $21.18 trillion gross domestic product (GDP). In fact, during the past four years, the internet economy grew seven times faster than the total U.S. economy, and now accounts for 12% of U.S. GDP, according to the 2021 IAB-Harvard Business School study The Economic Value of the Advertising-Supported Internet Ecosystem . Internet advertising fuels more than 10.4 million jobs in the U.S. – 7.3 % of the country’s total nonfarm employment. The internet and the ecosystem it enables is truly the biggest engine of economic growth the world has ever seen.

What makes it possible that the open web has emerged into the most revolutionary tool for information, entertainment, searching for info, education, publishing and every other thing we do in modern life?

Advertising .

Of course, the last couple of years have also seen some interesting, and unpredicted, waves of change. According to recent reporting and some newly released 10-Ks, Meta’s advertising revenues were up 27% last year, Amazon’s were up 24%, and Google overall was up 11%. In a very compelling side note, missed by most of the self-appointed industry experts and global government regulators who claim to be tracking all this, its Ad Manager business, reported as Google Network, which is where it sells and buys advertising for other sites and partners and on which much of the ravenous appetite for regulation is focused, was down last year — with 2023 revenue slipping $1.5 billion from 2022.

Those kinds of numbers prove what we know: Players are subject to ongoing and always emerging fierce competition and advertising subsidizes almost everything we do on the internet today. It’s a familiar story—it pays for endless hours of entertainment, incredible resources and information. The internet is our travel agent, our transportation coordinator, our babysitter, our personal shopping service and our money manager.

And those of us in advertising and marketing should lift our heads high as advertising is the closest thing we have to economic accountability for all of the open web’s offerings.

Ios 17 4 release date awesome iphone update just days away, a 30 second skull and bones video that negates 11 years of development, google suddenly issues new warning for samsung galaxy and pixel users.

Digital marketing is at the center of a complex safety puzzle that brings together tech and branding ... [+] .

When advertising isn’t present, strange things can happen. Substack is a newly popular platform that provides publishing, payment, analytics and design for subscription newsletters. Its founders, touting “free speech” reasons, seem to be letting what appear to be a bunch of Nazis use its tools This is not new: Platforms and tools have wondered how to deal with “harmful but legal” content and characters since the beginning of the internet.

Substack has made sanctimonious speeches about how it would be immune to this kind of content precisely because it doesn’t rely on advertising (the source of all evil!) and algorithms (the other source of all evil!). And now it has a very big Nazi (and PR) problem which, in addition to turning off readers and publishers, could be a serious threat to its economic viability.

It’s basically the case study for what happens when the common sense that advertising partners demand disappears.

Now don’t get me wrong—there are truly important voices on Substack, like Rishad Tobaccowala’s consistently insightful The Future Does Not Fit in the Containers of the Past , which is so dependably on target that anyone in digital advertising who isn’t following it ought be.

Turns out advertising— aka economic accountability —can be a force for good and reason (something to be learned in here perhaps, ahem, for X?). Advertisers want smart, brand-safe, enjoyable places to position their brands. And they vote with their dollars, which becomes a virtuous flywheel that allows the places to exist and brands to live there. It’s not perfect, but this symbiosis of advertising and keeping a space brand safe turns out to be a pretty good business model.

Even as the internet splinters into walled gardens and apps (the splinternet ), the same rules apply. Brands want to be in safe places—and they send their dollars there. They also take them away when those spaces don’t measure up . And that keeps web site owners and platforms on the hook for maintaining clean well-lighted places.

Not to get too aspirational here in an election year, but you could say advertising could also save democracy. Hear me out.

Advertising is the economic engine of the free and open internet—and the open web is the closest thing to common ground that we have these days. It’s where you’ll find publishers with credibility and a legacy of balance and factual reporting, which produces the information we share as Americans that doesn't splinter us into angry, walled-off subgroups. It has, like Thomas Paine, common sense , in both senses of that term: reasonable thinking and the sense we hold in common.

That seems like something brands, agencies and the entire open web can be proud of. And stop apologizing for.

David Doty

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Fake and Explicit Images of Taylor Swift Started on 4chan, Study Says

The people on 4chan who created the images of Ms. Swift thought of it as a sort of game, the researchers said.

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Taylor Swift, wearing a white knit cap and a red jacket with the number 87 in white.

By Tiffany Hsu

Images of Taylor Swift that had been generated by artificial intelligence and had spread widely across social media in late January probably originated as part of a recurring challenge on one of the internet’s most notorious message boards , according to a new report.

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Graphika, a research firm that studies disinformation, traced the images back to one community on 4chan, a message board known for sharing hate speech, conspiracy theories and, increasingly, racist and offensive content created using A.I.

The people on 4chan who created the images of the singer did so in a sort of game, the researchers said — a test to see whether they could create lewd (and sometimes violent) images of famous female figures.

The synthetic Swift images spilled out onto other platforms and were viewed millions of times . Fans rallied to Ms. Swift’s defense, and lawmakers demanded stronger protections against A.I.-created images.

Graphika found a thread of messages on 4chan that encouraged people to try to evade safeguards set up by image generator tools, including OpenAI’s DALL-E, Microsoft Designer and Bing Image Creator. Users were instructed to share “tips and tricks to find new ways to bypass filters” and were told, “Good luck, be creative.”

Sharing unsavory content via games allows people to feel connected to a wider community, and they are motivated by the cachet they receive for participating, experts said. Ahead of the midterm elections in 2022, groups on platforms like Telegram, WhatsApp and Truth Social engaged in a hunt for election fraud, winning points or honorary titles for producing supposed evidence of voter malfeasance. (True proof of ballot fraud is exceptionally rare .)

In the 4chan thread that led to the fake images of Ms. Swift, several users received compliments — “beautiful gen anon,” one wrote — and were asked to share the prompt language used to create the images. One user lamented that a prompt produced an image of a celebrity who was clad in a swimsuit rather than nude.

Rules posted by 4chan that apply sitewide do not specifically prohibit sexually explicit A.I.-generated images of real adults.

“These images originated from a community of people motivated by the ‘challenge’ of circumventing the safeguards of generative A.I. products, and new restrictions are seen as just another obstacle to ‘defeat,’” Cristina López G., a senior analyst at Graphika, said in a statement. “It’s important to understand the gamified nature of this malicious activity in order to prevent further abuse at the source.”

Ms. Swift is “far from the only victim,” Ms. López G. said. In the 4chan community that manipulated her likeness, many actresses, singers and politicians were featured more frequently than Ms. Swift.

OpenAI said in a statement that the explicit images of Ms. Swift were not generated using its tools, noting that it filters out the most explicit content when training its DALL-E model. The company also said it uses other safety guardrails, such as denying requests that ask for a public figure by name or seek explicit content.

Microsoft said that it was “continuing to investigate these images” and added that it had “strengthened our existing safety systems to further prevent our services from being misused to help generate images like them.” The company prohibits users from using its tools to create adult or intimate content without consent and warns repeat offenders that they may be blocked.

Fake pornography generated with software has been a blight since at least 2017, affecting unwilling celebrities , government figures , Twitch streamers , students and others. Patchy regulation leaves few victims with legal recourse; even fewer have a devoted fan base to drown out fake images with coordinated “Protect Taylor Swift” posts.

After the fake images of Ms. Swift went viral, Karine Jean-Pierre, the White House press secretary, called the situation “alarming” and said lax enforcement by social media companies of their own rules disproportionately affected women and girls. She said the Justice Department had recently funded the first national helpline for people targeted by image-based sexual abuse, which the department described as meeting a “rising need for services” related to the distribution of intimate images without consent. SAG-AFTRA , the union representing tens of thousands of actors, called the fake images of Ms. Swift and others a “theft of their privacy and right to autonomy.”

Artificially generated versions of Ms. Swift have also been used to promote scams involving Le Creuset cookware . A.I. was used to impersonate President Biden’s voice in robocalls dissuading voters from participating in the New Hampshire primary election. Tech experts say that as A.I. tools become more accessible and easier to use, audio spoofs and videos with realistic avatars could be created in mere minutes.

Researchers said the first sexually explicit A.I. image of Ms. Swift on the 4chan thread appeared on Jan. 6, 11 days before they were said to have appeared on Telegram and 12 days before they emerged on X. 404 Media reported on Jan. 25 that the viral Swift images had jumped into mainstream social media platforms from 4chan and a Telegram group dedicated to abusive images of women. The British news organization Daily Mail reported that week that a website known for sharing sexualized images of celebrities posted the Swift images on Jan. 15.

For several days, X blocked searches for Taylor Swift “with an abundance of caution so we can make sure that we were cleaning up and removing all imagery,” said Joe Benarroch, the company’s head of business operations.

Audio produced by Tally Abecassis .

Tiffany Hsu reports on misinformation and disinformation and its origins, movement and consequences. She has been a journalist for more than two decades. More about Tiffany Hsu

Explore Our Coverage of Artificial Intelligence

News  and Analysis

OpenAI announced that it was releasing a new version of ChatGPT that would remember all prior conversations with users  so it could use that information in future chats.

The F.T.C. outlawed unwanted robocalls generated by A.I. , amid growing concerns over election disinformation and consumer fraud facilitated by the technology.

Google has released Gemini, a smartphone app that behaves like a talking digital assistant as well as a conversational chatbot .

The Age of A.I.

Amid an intractable real estate crisis, fake luxury houses offer a delusion of one’s own. Here’s how A.I. is remodeling the fantasy home .

New technology has made it easier to insert digital, realistic-looking versions of soda cans and shampoo on videos on social media. A growing group of creators and advertisers is jumping at the chance for an additional revenue stream .

A start-up called Perplexity shows what’s possible for a search engine built from scratch with A.I. Are the days of turning to Google for answers numbered ?

Chafing at their dependence on the chipmaker Nvidia, Amazon, Google, Meta and Microsoft are racing to build A.I. chips of their own .

A.I. image generators are trained on other people’s artwork. Are the tools violating copyright in the process? A series of tests run with the technology suggests as much .

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