closer they set up a countdown fidget on the home webpage of their website displaying days and hours left to the launch event which serves as a reminder to the existing and potential customer. They even stream the live event on various online platforms to ensure maximum customer reach. Apple's online advertising has mostly transposed to the web the sort of work it ran in print and on television. In most of its online work, a user is looking at website he or she enjoys and is then shown a richly detailed banner ad that, when scrolled on, might open up to become a high-quality video ad. Samsung heavily uses social media to build and maintain relationship with consumers through an online presence. The social networking accounts of Samsung also serve as venue for discussions and announcements. Even advertisements also initiate a system for pull strategy. The company also partners with retailers and network carriers in other countries to help them with the distribution of Samsung Galaxy products—especially through varied sales promotion strategy. Under the subsidy and contract arrangements of network carriers, consumers can purchase a Galaxy product at a cheaper or easy-to-afford deal. Samsung also offers discounts to trade partners to motivate them to distribute Galaxy products above competition. Samsung does push marketing using celebrity endorsements and spot placements on major events including sports and entertainment shows. The company has also maintained
accounts in social networking sites such as Facebook, Twitter, and YouTube to purchase ad spaces while also maintaining online presence. Apple does not invest heavily on traditional advertising and other marketing communication channels. Instead, the company focuses more on pull marketing strategy in which consumers are pulled or drawn to Apple products. The idea behind a pull marketing strategy is the creation of a strong brand image and the establishment of loyal customer following. Through research and personal experience, I believe that Apple’s online engagement efforts and support is better than Samsung as their approach seems more personal and provide better/faster customer service. However, it is worthy to mention that Samsung has launched online accounts for their customers with various features such as return/replace, claim, feedback and purchase to expedite the process which has resulted in higher customer satisfaction.
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- Spring '15