Introduction
In the digital era, marketing campaigns have to grab the attention of potential customers within the shortest amount of time possible. Marketing messages have to be kept short, concise, and attractive to viewers, as this form of information exchange must show value and establish a relationship with the audience (Belch & Belch, 2021). Samsung is one of the largest tech companies across the globe, yet it operates in a market that is challenging to survive in, making it crucial to influence people’s purchase intentions with high precision. The selected video ad for Samsung Galaxy Z Flip4 demonstrates the vital qualities of an efficient commercial.
Discussion
Due to market specifics, Samsung utilizes an intelligent approach to segmentation, targeting, and positioning. The firm’s advertisement of its latest smartphone model depicts this strategy perfectly since it includes its desired audience directly and shows their shared interests (Samsung, 2022). The targeting strategy of this advertisement appears to stem from the correlation of the brand’s image with the intended users’ personal interests and life goals. This differentiated marketing method gives the firm the ability to reach a wide population with only minor restrictions that are already applied to its products, such as one’s knowledge of technologies.
First of all, the company targets both male and female consumers and does not prioritize either educational or ethnic backgrounds in its ad. The ad shows a group of young adults and their use of this model’s unique features in a particular social context (Samsung, 2022). However, Samsung does not rely strictly on demographics and geographic positions as the basis for segmentation. This ad focuses on one’s lifestyle, which is a psychographic profile, and one’s tendency to take photos, which is a behavioral aspect (Belch & Belch, 2021). The target segments for this ad include people who follow trends and may not have used Samsung’s products before. Camera perspectives play a vital part in this commercial, as they highlight the phone’s unique capabilities that are highly sought after by the target audience. The demonstration of social activities and popular types of phone camera use gives a clear idea of this phone’s capabilities to end users (Samsung, 2022). Such a strategy enables Samsung to depict the value and the meaning of its product.
Considering the marketing efforts described above, Samsung’s positioning appears to be in line with other modern tech companies, as the firm incorporates a usage-based approach as its primary focus in the ad. Samsung incorporates the smartphone’s advantages via smart visual cues, such as its ability to bend and take selfies with ease. Samsung’s new phone’s characteristics come off as innovative and give an incentive for a specific group of users to purchase it (Belch & Belch, 2021). Samsung does highlight the primary features of its new Galaxy Z, such as camera position and its easy-to-use interface. The smartphone industry is one of the most challenging markets for capturing new audiences, which often have specific product preferences and exhibit brand loyalty traits. Therefore, positioning by competitors plays a vital role in Samsung’s advertisements, as it creates product images similar to Apple’s iPhone (Belch & Belch, 2021). Samsung’s approach ensures that people comprehend both the quality and the significance of its innovation.
Conclusion
In conclusion, this advertisement made by Samsung focuses on young adults who enjoy engaging in social activities and have an active lifestyle. The commercial uses the differentiated marketing method and targets a broad audience, yet it includes imagery specific for attracting a particular type of user. Samsung performs both competitor- and usage-based positioning, as well as incorporates product attributes into its ad. This commercial is made with young, socially active adults in mind, as it highlights their common interests and activities that can be enhanced via Samsung’s products. The firm is highly proficient in creating efficient advertisements that are on par with Apple and similar brands in terms of quality.
References
Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspective (12th ed.). McGraw-Hill.
Samsung. (2022). Galaxy Z Flip4: Launch film | Samsung [Video]. YouTube. Web.