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Come Samsung sta battendo Apple - Themarketingcoffee-blog

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Come Samsung sta battendo Apple - Themarketingcoffee-blog

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Come Samsung sta battendo Apple - Themarketingcoffee-blog

  1. 1. Storie di Marketing - Samsung vs Apple : ilsorpasso del Galaxy sul MelafoninoIl 2012 é stato indiscutibilmente l’anno di Samsung, che di fatto è diventata leader indiscussa nel mercatodegli smartphones. Tale leadership acquisisce ancor più valore se teniamo presenti gli attacchi frontaliricevuti da HTC lo scorso marzo (argomento già trattato nel blog).E l’iPhone e la Apple?È di ciò che voglio parlarvi in questo articolo in tre punti chiave: gli investimenti marketing, lacreatività ed i social network. Cosi Samsung sta battendo Apple.Gli Investimenti MarketingSecondo un’analisi del Wall Street Journal, nel 2012 Samsung per la prima volta ha investito più diApple negli USA in pubblicità: 401 milioni di dollari contro I 333 milioni della compagnia diretta daTim Cook. Nel 2011, Apple aveva un budget 3 volte superiore a quello dei coreani. Con taleinvestimento nel 2012 Samsung ha invaso radio e 4X3. Il gruppo ha lanciato uno spot di 2 minutiper 15 milioni di dollari durante il Super Bowl 2013 ed una dozzina di mini spot durante la Nottedegli Oscar.La creativitàIl nuovo claim di Samsung The next big thing is already here («La prossima innovazione é gia qui»)ha già avuto un discreto successo giocando sulla poca freschezza innovativa di Apple nell’ultimoperiodo. Per il Note 2, si é utilizzato come testimonial la piu grande super star americana : LeBronJames. 1www.themarketingcoffee-blog.com
  2. 2. I due minuti nel SuperBowl con Paul Rudd e Seth Rogen sono assai più divertenti dei 2 minuti eventi dello spot 2012. 2www.themarketingcoffee-blog.com
  3. 3. Ed Apple? Nemmeno un’idea vincente dopo l’epoca dello spot Mac Vs PC.Chissa cosa penserebbe Steve Jobs delle recenti campagne dell’Iphone 5 e dell’Ipad Mini chelistano delle funzionalità e delle keywords?Secondo Forbes : « Per gli adolescenti Apple non é più cool !»I social NetworkPer il discorso socials, l’approccio di Apple é stato semplice ed efficace : non far nulla e lasciareblog e giornali fare un pò di buzz sui rumors. Risultato attuale: presenza della marca sul web è quasiinesistente.La pagina Facebook Apple Inc (che a priori non é nemmeno ufficiale) conta 8 milioni di fan e nonha creato alcuna attività. Al contrario, Samsung Mobile conta 16 milioni di fan e gioca forte sulteasing.Apple si salva con le pagine page iTunes (26 milioni di likes) e Appstore (7 milioni). Tali attivitàhanno anche degli accounts Twitter, ma la comunicazione è a senso unico: Apple non seguenessuno e retweetta raremente.Samsung fa meglio, ma è comunque lontana da alcune marche ultra sociali come Starbucks. Sulsito, il gigante coreano ha integrato uno sharing verso tutti i social, Pinterest comreso. Ed Apple? 3www.themarketingcoffee-blog.com
  4. 4. Nulla. La verità é che Apple non entra nel social perché non ne ha mai avuto bisogno. “Perchécercare di acquisire dei fan in modo artificiale quando abbiamo già dei discepoli fanatici checi sostengono?”Giusto, ma l’altra verità è che negli ultimi sei mesi hanno perso il 40% delle azioni e chel’innovazione è ad un punto morto.Secondo voi Apple è in crisi d’idee? Diteci la vostra.Buon caffè a tutti !!Leonardo MASTROMAURO Seguici anche su… 4www.themarketingcoffee-blog.com

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