Modern day marketing: lessons from the smart devices industry
Article by Saurabh Saggi, PGDM- Marketing, 2021 Batch
Don’t spend in making a Goliath, make the David look like a goliath – the day and age of bafflement is upon us. It doesn’t really matter how good your product is anymore, what matters is how you make it seem like. Some smart phone companies have made their mark on adopting innovative marketing models and investing less and less on their product performances.
First impression is never the last one – any product can be your hero product. The famous proverb; “It’s never too late to mend” stands true for the smartphone industry in India. For some companies like Oneplus it was their first product while for some companies like Huawei, it came later with a niche audience with the launch of their fourth, fifth device, Mate 20 Pro and for companies like Samsung people started recognizing from the launch of their Note 4 or Galaxy S4. This proves that never say never is the right attitude for this industry.
Western music, local tunes – while companies keep harping about how local innovation, and keeping stuff for local consumers within India, its really their global success (especially with flagships) that matters the most. While there are a lot of local voices influential in their own right; it’s really the product’s global success and voices from global influencers that matters. Biggest case in point being Apple – which owes all its success to its global image.
The new kids on the blog – Microblogging platforms like Insta, Twitter, facebook + even platforms like Quora, inshorts, dailyhunt (information + news platforms) are the new platforms to identify discerning customers for flagship models and to show off the product assets for consumers. Yes, content is the king, but these platforms are the queens which stand firmly behind the king.
Influencer marketing – Whose opinion is it anyway – gone are the days when people used to spend hours in self research and formulate their own opinions about tech stuff. Now its all about borrowed opinion paving way for an influencer, a guru, a geek in every household, friend circle. Ever since India has seen the locust storm of Chinese brands, most of these opinions are more biased than honest opinion but that just means getting the real message across. WHATEVER MEANS NECESSARY. It’s not limited to technology, these days, brands like Samsung while opening their money chests to tech influencers, have also started branching out significantly to more celebrity, lifestyle influencers. Its heartwarming to see clueless celebrities explaining the real geeks the value of chipset architectures and camera sensors.
The rise of planet of the fans – Community used to mean something in the golden era. The coming together of families, like-minded people, on festivals or crisis. Now, a community just means brands trapping mostly hapless college kids or similar to do their bidding. Exploitation is the name of the game and while the ‘fans’ get a lot of goodie bags, maybe free stuff, are just extorted to form positive views about a brand. Anyhow, personal disgust aside, Fans, community has become a really strong marketing asset to grow a brand’s influence in a really low cost.
Disclaimer: The views and opinions expressed in this poetry are those of the writer. They do not purport to reflect the opinions or views of the Institute or its employees.