Introduction
Having done a critical evaluation, I think the consumer electronics sector would be the ideal option for my case study. Within this sector, Apple and Samsung are chosen as the organizations to investigate. Among the products that Apple is known to specialize in is hardware, which includes personal computers, smartphones, and watches, and software, which includes its operating system. Apple Inc. has been able to maintain its market share due to its quality products in the computer line, the iPod, and forward-thinking marketing methods focused on meeting the user’s needs (Moore & Tambini, 2018). Apple’s first computers were the first computers in the market that had a user interface and were widely sold.
On the other hand, Samsung’s primary business emphasis is the production of a wide variety of consumer and commercial electronics, including integrated systems, digital media players, semiconductors, and home appliances. It was introduced in 1984, and as a consequence of this, the objective of this report is to investigate the social media presences that have been discussed during the course of the last month to two months, as well as to characterize each organization’s audience and explain their purposes.
Organization#1 Apple
The tone/language
Apple’s brand voice successfully communicates the high quality of its brand in a consistent manner without weighing down its marketing message by discussing the features of its products. The brand voice of the firm is buoyant, conversational, and assured; it exudes authority while retaining a sense of fun.
Target Audience
Apple produces high-end products that aim at financially strong individuals with the financial ability to sustain a luxurious life style. Apple products provide the user with an exceptional experience and thus the high cost (Laestadius et al., 2019). In other words, Apple users are assumed to have enough disposable income and thus can afford to purchase these Apple products.
Those also make an effort to reach out to those who work in professions that require specialized software. For example, people who work in the music, film, photography, and design industries are targeted in this outreach. Since Macbooks and iPads are compatible with Adobe’s Final Cut, Photoshop, and other editing tools, these working professionals prefer to use those devices (Banerjee et al., 2021).
However, as much this software can be installed in windows gadgets, Apple products seem superior due to their built quality, plug and play ability. Even more, fortunately, the vast majority of business professionals prefer using Apple products, such as iPods and Macbooks, for their day-to-day work. Products such as iPads and MacBooks are frequently selected by upper-class students, educational institutions, and teaching professionals. This is mostly because of the products’ decreased weight and enhanced portability.
Assumptions in Post-Making about Apple’s Audience
Regarding the presumptions that have been made due to the posts, they appear to have the mindset that any product with the Apple logo must be one of their creations. For many years, the logo served as the primary point of recognition for customers. Customers who viewed the emblem were aware that they were going to get Apple products. In addition to this, there is the pervasive belief that engaging in social media activities using relatable emblem is invariably lucrative. It is quite similar to word-of-mouth marketing, but it’s multiplied by hundreds and even millions of people in some circumstances.
Key reasons why Apple uses Social Media
There are several key reasons why Apple Inc. uses social media for commercial purposes. The first step is to focus on customers to an extraordinary degree. This is a term for advertising that is based on specific demographics. The process of directing advertisements toward the appropriate people is an essential part of the marketing process (Fondevila-Gascón et al., 2020). As a consequence of this, it would appear that the Apple Corporation is targeting consumers based on a variety of characteristics like age, gender, geography, hobbies, habits, website visitors, and email lists, amongst others. An additional objective is the broadening of the target demographic. Apple Company cannot only directly sell to certain groups, but also save ad data for later use in other campaigns (Nisar et al., 2018). This ability complements its existing direct sales capability. If you want to use historical data in your marketing consistently and profitably, building an audience on your landing page and social media is vital.
Another purpose is to monitor the return on investment. Advertising on social media provides Apple with an essential tool in the form of the ability to readily track return on investment from various marketing campaigns. This is a very useful feature for the Apple organization. For example, on Facebook, this data is directly incorporated into the Ads Manager platform, which enables users to assess the effectiveness of their budget and analyze a variety of metrics such as return on ad spend (ROAS), cost per website purchase, cost per lead, and more in a single glance (Banerjee et al., 2021). They are now able to rapidly track the performance of their advertising expenditure, which makes it simple for them to put an end to efforts that are not producing the desired results and to expand on activities that are producing positive outcomes.
Post
Therefore, the post in question was successful because of the engagement, impressions, reach, and share of voice, referrals, conversions, response rate, and amount of effort that was invested. In addition to this, it set objectives that could be achieved and provided information that was pertinent after doing research into what the Apple audience could find enticing (Nisar et al., 2018). When taken together, these have provided it a comprehensive picture of the performance of the above post.
Advice to Apple
Apple, although having exceptional products, needs to place a greater emphasis on advertising since, without it, its products would be unsuccessful. Furthermore, the company ought to utilize all available social media outlets. Additionally, the company should make an effort to design products that are reasonably priced. First make an effort to grasp the people you’re trying to reach, and then consistently post on social networking platforms. When creating ads on social media, be sure you choose a compelling advertising design, that is appealing to the target group.
Organization#2 Samsung
The tone/language
The majority of Samsung’s blog articles have a tone that consistently and successfully communicates the brand’s excellent quality. Addressing the qualities of the products itself does this without compromising the efficacy of Samsung’s marketing message (Ruiz et al., 2020). The brand language of the firm is positive, conversational, and self-assured; it also exudes authority while retaining a playful vibe.
Target Audience
Samsung’s advertisement articles attract a diverse group of readers, from those interested in consumer electronics for daily usage to those lured to industrial standard equipment. Customers in their 20s to 50s, and even older, are believed to be strong prospects for Samsung as long as they can acquire and utilize the items that the firm has accessible on the market.
The advertisements also target the population between the age bracket of 16 to 25, which is the technology-oriented age group. The demographic is tech-savvy and has lately become more financially powerful than in the past. Therefore, Samsung has moved its attention to this age group. Given that this age group has the biggest demographic weight, Samsung’s customer base has grown (Ilhan et al., 2018). Also targeted are adults (26 to 50). Since they are the ones most qualified to purchase any of the goods sold by the firm, whether they be smartphones, smart televisions, cameras, or other household goods like vacuum cleaners or washing machines, this specific target group makes up the largest portion of Samsung’s target market. In the upcoming years, there will be a rise in the number of clients in this category.
Assumptions in Post-Making about Samsung’s audience
Regarding the conclusions that have been reached as a result of Samsung’s postings. It is considered that the lives of Samsung’s audience are impacted by a substantial amount of time spent consuming television and digital media and that these people are especially interested in local television programs as well as celebrities and their wonderful lifestyles. Furthermore, it appears that they hold the belief that any product wearing the Samsung brand must be an original creation of Samsung. For a long time, customers depended significantly on the logo as their primary method of brand recognition.
Key reasons why Samsung uses Social Media
Samsung utilizes social media for business purposes for a variety of essential reasons. The extraordinary customer focus, which broadens the target demographic, is one of the fundamental justifications (Ruiz et al., 2020). Samsung Company can preserve ad data for use in future campaigns in addition to direct selling to certain groups in its post. Its current direct sales capability is enhanced by this capability. Building an audience on your landing page and social media is essential if you want to utilize historical data in your marketing consistently and profitably.
Additionally, monitoring the return on investment is another reason. Samsung gains a crucial tool from social media advertising in the form of the capacity to easily monitor the ROI of different marketing efforts. The Samsung Company will find this functionality to be really helpful (Nisar et al., 2018). For instance, on Facebook, this information is immediately integrated into the Ads Manager platform, allowing users to evaluate the usage of their budget and analyze a number of indicators at a single look, including return on ad spend (ROAS), cost per website purchase, cost per lead, and more.
Post
The engagement, impressions, reach, and voice of the above Instagram post, as well as the amount of work put into it, referrals, conversions, and response rate, all strongly suggest that it was a success. Additionally, it did research into what the Samsung audience could find interesting and established achievable goals and offered essential information. This has provided a complete picture of the performance of the above post.
Critical Assessment
In light of the pieces of evidence that have been researched and presented, it is therefore clear that Samsung is more successful than Apple when it comes to accomplishing its goals and communicating with the people it intends to reach. First, Samsung has a solid understanding of its target demographic and consistently publishes financially lucrative material. Their advertisement design is also good, and in addition to that, it makes use of almost every social media platform, and the response it receives is also encouraging. One such explanation is that, in comparison to Apple’s devices, theirs seem to have more user-friendly interfaces.
Conclusion
In this report, a critical examination of the social media presence of Apple and Samsung, respectively has been done. The brand voice of Apple is buoyant, conversational, and assured; it exudes authority while retaining a sense of fun. Apple produces high-end products that aim at financially strong individuals who have the ability to purchase expensive items. In other words, Apple users are assumed to have much income to spare and thus can afford to purchase these Apple products. For Samsung, social media posts attract a diverse group of readers, from those interested in consumer electronics for daily usage to those lured to industrial standard equipment.
Additionally, the audience for each company has been characterized, and the organizations’ distinct aims have been explained. A good social media post is one that consistently shares content that is profitable and has a firm understanding of its target audience. This needs to be mentioned because it is important: a good social media post adheres to the principles outlined above. is proficient in the creation of advertisements and is active throughout the majority of social media channels.
References
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