Decoding Samsung’s Marketing Strategy: Success in the Tech Industry 2025

About Samsung

Founded in 1938 in South Korea by Lee Byung-Chul, Samsung began as a trading company before pivoting to electronics in the 1960s. Today, it is one of the world’s largest tech giants, renowned for smartphones, televisions, and semiconductors.

With operations in over 80 countries and a global workforce of more than 266,000, Samsung’s scale is immense. The Galaxy series alone contributes to its massive smartphone market share.

Marketing Objective or Business Challenge

Samsung faced three main challenges:

• Apple’s growing dominance in the premium smartphone segment
• Retaining relevance among Gen Z
• Driving adoption of ecosystem products like Galaxy Buds, Watch, and SmartThings

The 2025 strategy targeted these challenges with omnichannel, digital-first campaigns focusing on brand recall, ecosystem sales, and community-led content.

Marketing Channels Used by Samsung

1. Digital Marketing

• Social Media: Samsung uses Instagram, YouTube Shorts, Threads, and Twitter for engagement, product reveals, and user-generated content
• Influencer Collaborations: The brand has partnered with tech YouTubers and lifestyle influencers across India and globally
• SEO + SEM: Samsung highly focuses on transactional keywords like "best Android phone 2025," "Samsung Galaxy vs iPhone"
• Content Marketing: Samsung has put efforts into publishing comparison blogs, FAQs, and tutorial videos to drive organic traffic
• App & Push Notifications: Early access and launch alerts through the Galaxy Store and SmartThings are sent to the customers
• Email Marketing: Samsung throws personalised campaigns using Galaxy Club data 

2. Traditional Marketing

• TV Commercials: Another strong tactic was to focus on premium models and festive campaigns
• Print Media: Launch-specific features in Economic Times, Mint, and India Today
• Retail Integrations: Samsung offers exclusive store experiences in Croma and Reliance Digital 

BMW, like Samsung, thrives on innovation and brand strength - see how it plays to its advantages in this SWOT analysis of BMW.

Samsung Marketing Strategy Breakdown

1. Influencer Marketing

• Samsung collaborated with top tech creators like Geeky Ranjit, TechBurner, and global icon MKBHD to unbox and review the Galaxy S25 and Z Fold 6

• It launched the #FlexYourFold challenge on Instagram Reels, showcasing foldable usability in daily life
• Micro influencers showed "Shot on Galaxy" moments in everyday scenarios, pushing authenticity

2. Social Media Campaigns

• Galaxy Buds 3 campaign focused on meme-driven reels with the line "Hear the Future"
• Samsung's product explainer videos went viral on YouTube Shorts, featuring creators breaking down device capabilities in 30 seconds
• The real-time engagement on Threads helped in handling FAQs during launch events

3. Content Strategy

• The blogs around comparisons like "Galaxy S25 vs iPhone 15 Ultra" ranked organically

• The YouTube videos titled "What I wish I knew before buying Galaxy Z Fold 6" garnered high CTR
• Samsung's India website is optimised to rank for featured snippets for tech keywords

4. App & CRM Integration

• SmartThings app sent usage-based alerts and upgrade recommendations
• Samsung Galaxy Club loyalty emails used AI to send custom upgrade offers
• The brand has also integrated WhatsApp for order updates and feedback collection

5. Retail + Digital Synchronisation

• Launch day events are streamed via YouTube, integrated with QR-based AR demos in-store
• Personalised demos are offered at experience zones, bookable via the Samsung app

Results & Impact

• Over 1.3 million Galaxy S25 units sold in India in just 45 days post-launch
• #FlexYourFold campaign recorded 85M+ organic impressions and thousands of UGC entries
• YouTube Shorts saw 33% engagement growth YoY in Q1 2025
• Galaxy Buds 3 became the #1 selling premium TWS device in India for 2 consecutive quarters
• Samsung retained its #2 global smartphone position, maintaining strong loyalty in India

What Worked & Why

• Creator-first strategy helped gain trust and scale reach organically across tech communities
• Personalisation via CRM drove engagement and higher conversion, especially for accessory bundles
• Retail and digital synergy improved demo-to-purchase rates in offline stores

What Didn’t Work & Why

• Low traction on Twitter (X) as users migrated to Threads and Instagram
• Fold series pricing alienated budget-conscious consumers in Tier 2 cities
• AR campaigns did not scale effectively outside metro regions due to tech limitations and awareness gaps

IIDE Student Recommendations: Key Areas for Brand Improvement

1. Target Tier 2 with Bundled Value Offers

Samsung can attract budget-sensitive customers with Galaxy "value kits" - combining phone, watch, and earbuds under special EMI offers. Promoting this during festivals like Diwali with regional influencers can improve conversion.

2. Improve Platform Diversity

Samsung’s lack of presence on Threads and Pinterest is a missed opportunity. Threads can be used for AMAs with engineers, while Pinterest can promote smart home setups, digital desks, and design-forward content featuring Galaxy Tab and SmartThings.

3. Expand Experiential Campaigns

Beyond flashy unboxings, creators can showcase how Galaxy devices enhance productivity, content creation, and wellness. A "Day in My Life with Galaxy" video format could resonate across niches.

4. Gamify Loyalty & Engagement

Samsung can gamify its Galaxy Club program by adding rewards, progress badges, and referral missions. This can boost engagement, build community, and encourage users to explore more features.

5. Elevate Sustainability Communication

Samsung’s efforts in sustainable packaging and carbon-neutral goals are not well communicated. Short educational reels, behind-the-scenes factory videos, and QR-linked visuals at retail shelves can amplify brand trust.