USA: Samsung’s mistakes could also put marketers at a disadvantage
Samsung and its marketers may see serious repercussions from mishandling its faulty Galaxy Note 7 explosion issue, after the manufacturer waited too long to recall.
Marketers have been putting more stock into Android marketing and application development, with its users spending a substantial 22 percent more time within apps. But Android’s premium device is being pulled from shelves and the production line, much too late for Samsung’s brand to remain unscathed, and while also in the midst of its rival – the Apple iPhone 7 – making its second-leg of shipments.
“Localytics’ research has found that users spend a whopping 22 percent more time in apps on Samsung devices than they do on Apple devices,” said Josh Todd, chief marketing officer at Localytics. “We’ve also found that overall, Android users spend 31 percent more time in app than iOS users, largely because the average number of app launches per month is 17 percent more for Android users.
“This sudden halt in the production of the Samsung Note 7 will be a major roadblock to app marketers running campaigns on Samsung devices trying to reach those loyal and mobile-hungry users,” he said. “Following the recall, those same users could look to other devices – and thus other operating systems – to satisfy their mobile needs.”
Combusting marketer’s hopes
Samsung’s explosion issue comes at a bad time for the technology manufacturer, as the holidays are approaching and the iPhone 7 starts to restock. Numerous owners of Samsung’s Galaxy Note 7 have reported the phone spontaneously combusting after charging, and one even torching a family vehicle.
The smartphone manufacturer was aware of the problem and issued a recall for the phone, but unfortunately it did not solve the problem. Samsung’s second round of Galaxy Note 7s had the same issue and it was finally forced to halt production and forcing it to urge consumers to stop using their devices.
Samsung’s tardiness to react and failure to fix the problem may have severely damaged its brand. Unfortunately with the holidays arriving soon and many consumers hoping to purchase a new smartphone for a loved one, it is likely Samsung sales will fall.
“[Samsung’s] marketers are in a tough spot with Samsung for sure,” said James McNally, director of digital strategy at TDT NY. “It would be one thing if Samsung noted the problem early, then quickly and competently addressed it – that might even be a positive for the brand.
“Unfortunately that wasn’t the case, and Samsung will need a combination of mea culpa, ‘it will never happen again,’ and probably some flashy new product or products to distract consumers sooner rather than later.”
Source: Mobile Commerce Daily
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