The epic rivalry between Apple and Samsung dates back to 2010. And today, it is one of the most enduring rivalries of all time in the tech industry. Both tech companies excel in their field and are known for their innovative products, smartphones, laptops, AirPods, and other tech creations. Their marketing strategies are beyond words. How they target different generations or how they use marketing translation services to make themselves known in global markets are just some remarkable approaches.
It won’t be wrong to call Samsung and Apple today’s tech giants. Both of them have struggled for years and are today themselves the epitome of success. Other tech companies like Huawei and Oppo are still students of Apple and Samsung. In this read, we are going to talk about the different marketing tactics and campaigns that Samsung and Apple use to attract different generations.
Samsung Vs Apple – Who’s The Best?
Apple is almost 48 years old while Samsung is 55 years old. Both tech companies have different products and marketing techniques that make them special in the global marketplace. There is literally a war between these two tech giants which has been going on for a long time now. As mentioned earlier, this rivalry goes back to 2010. The start of this rivalry happened when Samsung launched its “S” series which was very much similar to the iPhone. This smartphone series sparked heat between the tech giants where Apple accused Samsung of patent infringement. This case caused billions of dollars of damage to both Apple and Samsung and nothing was proved in the case.
This rivalry is one of the reasons behind the enhanced sales of both tech companies. Even Samsung and iPhone users are very emotional about their brands. For instance, put an iPhone user and a Samsung user in a room and you will surely hear noises where both of them will be chanting that what they are using is the best and the other is not. From the marketing point of view, this emotional attachment to the products we are using is one other reason behind the enhanced sales of both tech companies.
Having a Deep Understanding of Generations
Apple and Samsung have both done their market research which is why they create products and adopt strategies that help them target different generations at the same time. The most prevalent generations today are Gen X, millennials, and Gen Z. It is to notice that these generations have different ideologies that clearly differ from each other. For instance, Gen Z is all about aesthetics whereas millennials look for a tangible cause before believing in something or even using something. Millennials look for ease of use and benefits while Gen Z goes for looks.
Apple’s Marketing Tactics For Different Generations
Apple’s marketing tactics differ from Samsung’s, so let’s look at it on a deeper level.
Shot on iPhone Vs Influencer Marketing
The “Shot on iPhone” campaign works on user-generated content as well as displays the high-quality resolution camera which iPhone offers to its users. We know how elderly people are conscious about pictures and create albums to capture sweet and wholesome moments.
To attract Gen Z, iPhone partnered with Billie Eilish for its product launch.
Samsung’s Marketing Tactics For Different Generations
Let’s explore how Samsung leverages marketing tactics for its different audiences.
Do What You Can’t Vs Style and Customization
The “Do What You Can’t” campaign by Samsung evokes passion in the older generation. It attracts them emotionally and allows them to push their boundaries to achieve more. The core message of this campaign is to defy limitations and win extraordinary things. Samsung made a short film named “Do What You Can’t” which was directed by Tal Zagreba. The film consisted of characters that showcased unmatched strength against their physical and psychological barriers.
For Gen Z, Samsung focuses on the design and aesthetic of their products. Customization of several features grabs the attention of the younger generation and they feel more attracted towards the iPhone.
Comparing What We Learnt!
One common thing about Samsung and Apple is that they both leverage their marketing tactics in order to attract their target audiences. For example, what they did for their audiences has huge generation gaps. Samsung carefully launches its product before Apple and cleverly gathers the audience’s attention on a large scale. To go above Samsung, Apple partners with a professional translation company to build an in-built translator for its multilingual audiences. And this is the reason that it stays up on the revenue bar and never lets Samsung go ahead of it.
Ending Words!
To sum up, both Samsung and Apple are huge tech companies that cater to the world’s audiences, despite the age differences, in their unique ways. If Apple goes for influencer marketing by inviting Billie Eilish to its product launch, then Samsung offers customization of features like phone cases, etc to captivate the audiences.
