After witnessing a 41 percent decline in its sales and delays relating to the launch of their flagship HTC One , the Taiwan-based smartphone manufacturer has decided to bring major changes to its marketing strategy. The change in the marketing approach of HTC came to light when the company shared this information with the Wall Street Journal. The new chief marketing officer of HTC, Benjamin Ho, said on this occasion that they would take away the ‘Quietly Brilliant’ tagline from their future marketing campaign, which the smartphone maker was using previously. Mentioning the reason behind dropping the ‘Quietly Brilliant’ tagline, Ho said they “have not been loud enough” with marketing till this date.
The change in marketing approach from HTC was first witnessed when the company was found giving out snacks at the launch event of Samsung Galaxy S IV in New York City. Later HTC used its Twitter account to go after the flagship smartphone from Samsung. The Taiwanese company spread the word against Samsung Galaxy S IV by tweeting that it was #theNextBigFlop because the design of the handset was not different from its predecessor. HTC also tweeted that “The next big thing is not made of plastic. It’s the premium all-metal – The new HTC One.”
Apart from this, HTC also demoed its One phone to journalists, who were standing in queue to attend the launch event of Galaxy S IV. However, an aggressive marketing strategy was alone not enough to compete in a market where HTC is already struggling to fight against big tech companies like Apple and Samsung. The Taiwanese manufacturer failed to sort the shortage of One phone’s camera components. As a result of that HTC lost a big advantage over Samsung of pushing its flagship device into the market before the arrival of Galaxy S IV.
Therefore, now HTC is relying more on its new and aggressive marketing approach in order to make its One phone successful in the market. Due to this reason, HTC has not only doubled its media ad spending but it has also increased its spending on digital ads by 250 percent. Ho, who is the 3rd chief marketing officer that HTC has appointed in less than two years said that, “We have a lot of innovations but we haven’t been loud enough. The new approach will be bolder,” he added.
Let’s see how successful the “bolder” new marketing approach of HTC will remain.
Source: 9to5Google, TechCrunch
Photo: AusDroid
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