Inbound Marketing: Apple vs Samsung

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Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them (HubSpot,  n.d)


Fig 1. image by author, 2021 [photograph]


Each organization's approach to inbound marketing


Apple

Fig. 2 Kye Russell (n.d.) Ubackground (Photograph)

Simplicity is a key aspect of Apple’s strategy and is what makes their identity so unique (Ken Segall, 2012). This aspect appears on the harmonious website that with elegant images and keywords effectively showcase the different products.Apple has mastered the art of minimalism and it has integrated this into all its products and systems to give customers the same familiar feeling when using the different devices.



They tailor content around their target audience to engage and emotionally connect with them. Their simple yet effective commercials are designed to keep the attention on their premium products and show the benefits they bring to life.
Apple always brings something innovative on the market and today their logo and the iconic ‘Think Different' slogan are world recognized.


Harry Piotr (2013) Apple- Think  Different- Full Version

Apple well utilize blogging and social media and it often launches storytelling campaigns like the ‘Home-town Series’ to further connect with its followers. Apple has proved to be customer-centric and its success is proved by their extremely loyal customer base.


Samsung

Fig 3. Screenshot by the author (2021) Samsung.com 
Through promotion and advertisement campaigns Samsung aim to build an image of the company as a stylish, high-quality brand worth a premium price. 
Samsung’s website utilizes a hierarchy approach which includes engaging images and videos, elements of storytelling, links to social media and call to actions. All offers and products information are clearly explained to answer any questions and facilitate the buyers' journey.


They well operate blogging networks that are frequently updated to answer customer queries and connects with them.
Samsung is also great at creating content around their audience and it often launches slogan like 'Do What You Can't’ that quickly become viral through images and video shared on its social media.



Ads to Brands (2019) Samsung: do what you can't.

Today Samsung is the number one smartphone maker in the world (Melissa Chau, 2021) thanks to its ability to stay relevant and devotion to customers.


Strengths and weaknesses of the inbound marketing approach used by each organization

Apple’s Strengths
  • An intuitive website that clearly shows their brand identity.
  • Ability to innovate and keep customers at its core.
  • Solid content and social media strategy.
  • Large customer base extremely loyal to Apple’s products.

Apple’s Weaknesses

  • Absence of review option for the products and direct links to social media on its website.

Samsung’s Strengths

  •  Well designed website built with a simple layout to facilitate buyers' journey.
  • Ability to offer products within different price ranges.
  •  Great content creating and well-managed blogging.

Samsung’s Weaknesses

  • Website marginally slower when visiting with mobile.
  • Inconsistent social media strategy.


Which organization was best at inbound marketing and why

Apple is superior in its inbound marketing strategy. They quickly identify and solve customers’ problems which make them reliable and generate word-of-mouth promotion.
Their products might not be always the best on the market however through their clever strategy they built a strong brand identity and a loyal customer base that support them during difficult times.
Apple isn’t just limited to a computer brand but have emerged as a culture and a lifestyle-defining mechanism (Hitesh Bhasin, 2020)



Fig. 4. Matcuz (2014) Pixabay [photograph]

How each organization could improve its inbound marketing

Both brands practice great inbound marketing and there are only few things to improve.
On its website Apple could include a review option for its products and add direct links to social media as this could facilitate the buyer’s journey and generate more leads.
Samsung should optimize its website for mobiles and better utilize social media’s by scheduling at least a post per day.
Both brands could include a pop-up landing page on their website where visitors could leave their details to receive offer and information on the products they are interested in.


Websites Reviewed

https://www.samsung.com/uk/
https://www.apple.com/

Bibliography

Ken Segall (2012) ‘ The secret of Apple success’ in The Guardian available at: https://www.theguardian.com/money/2012/jun/15/secret-apple-success-simplicity
Hitesh Bhasin (2020) ‘An Overview of Apple Advertising’ in Marketing 91 available at:https://www.marketing91.com/apple-advertising/
Melissa Chau (2021) ‘Smartphone Market Share’ in IDC available at: https://www.idc.com/promo/smartphone-market-share/vendor

Images 

Fig 1. image by author, 2021: own creation
Fig. 2 Kye Russell (n.d.) Ubackground (Photograph) available at https://www.ubackground.com/wallpaper/hi_tech/apple_logo_simplicity/2-0-9019
Fig 3. Screenshot by the author (2021) Samsung available at https://www.samsung.com/uk/
Fig. 4. Matcuz (2014) Pixabay available at https://pixabay.com/it/photos/apple-inc-mac-apple-store-archivio-508812/

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