Since the release of Galaxy S3 and Note 2, Samsung has been striving with their best effort to win over the hearts of today’s smartphone users, especiallythe Apple’s Iphone users. Spending over $402 million in U.S. in their marketing for last year’s Galaxy S3, Samsung’s Promotion part of their marketing mix is finally seeing the light of success.

In their strategy of promoting the core smartphone products, Samsung chose to approach the consumers with the feeling of familiarity, friendliness, and freshness. Instead of bombing the consumers with ads filled with information about the phone’s technological specs, Samsung created episodes of video advertisements that each presents a unique feature of their smartphone. For instance, there are videos about NFC feature used to download music off of a poster, S voice feature for voice command, and Burst Mode feature to take motion pictures. It’s easy, quick explanation of one feature, without tedious reading of lines and lines of information written in words that only tech experts can understand.

The blog post written by Brad Reed tells how successful Samsung’s marketing strategy is in contrast to that of LG and HTC. The most significant point that sets Samsung and others apart is the promotion strategy of how information about the device is carried to the receiver. In the process of decoding, the receiver can fail due to the lack of necessary knowledge required to understand particular content. In this case, the words such as “next generation quad core processor” and “2GB of RAM”(Reed), hinder the consumers from fully understanding how amazing the new features are for the smartphones they are buying. Samsung made it simple and concise to the point that people, even those in their seniority, can quickly understand the complex technological abilities of the Samsung phones, in result, shortening the length of decoding process in communicating with the consumers.

Agreeing to Brad Reed’s post about Samsung’s marketing strategy, if Samsung continues to introduce new revolutionary smartphones that are much in advance that Apple’s smartphones in both technology and marketing, it will definitely be able to overcome the domination of Apple in smartphone market.