Report: Digital Marketing and Branding Strategies of Samsung Company

This report provides an analysis of Samsung's digital marketing and branding strategies. It begins with an overview of Samsung's position as a leading electronics company and its adoption of digital marketing. The report examines Samsung's digital initiatives, highlighting its use of social media platforms like Facebook, Instagram, and Twitter. The core of the analysis focuses on applying the Shannon Weaver Model of Communication to Samsung's marketing efforts, identifying the company's role as the sender, digital media as the channel, and its target market as the receiver. The report points out a critical missing component in Samsung's strategy: feedback from consumers. It suggests the company can leverage digital platforms for surveys, direct communication, and personal interviews to gather valuable insights. The report also discusses the potential technical, semantic, and effectiveness issues within the Shannon Weaver model and emphasizes the need for promotional activities to enhance consumer awareness and feedback. The report concludes by referencing the Shannon Weaver Transmission Model to determine the missing loop in the company’s digital marketing strategies.

Running head: DIGITAL MARKETING AND BRANDING
Digital Marketing and Branding
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1DIGITAL MARKETING AND BRANDING
Step 1
For around three decades Samsung Company has been a low priced supplier and
manufacturer of electronic products and services. The company is going to adopt certain
strategies for their digital marketing segment. Samsung is one of the leading companies
which have earned greater benefits from the innovation of digital media. This characteristic
of the marketing has allowed the organization to extend their business on the global platform.
Samsung has made remarkable achievements due to its digital innovations. However, the
purpose of this report is to present the digital initiatives taken by the company for attracting
its consumers (Jung 2014). The report throws light on the Shannon Weaver Transmission
Model, in order to determine the missing loop in the company’s digital marketing strategies.
Step 2
The Shannon Weaver Model of Communication is the mother of all models. The
model discusses about the sender who is an individual making the message, choosing the
channel and sending the message via medium. The sender is responsible for encoding the
message and sending it to the receiver through the use of a technological channel. The
message is sent in the form of codes through a medium. The receiver is responsible for
decoding the message. However, Shannon Weaver’s Model introduces a new element, known
as noise. Noise is considered as some sort of physical disturbances like people, environment
and more, which prevents the message from going to the receiver. In addition to this, the
model also gives a brief idea about receiver’s feedback, which is the response given after the
message is decoded (Al-Fedaghi 2012).

2DIGITAL MARKETING AND BRANDING
Step 3
Taking the Samsung Company’s case into consideration, the usual target market of
the organization ranges from 20s to 50s and even older. The company has a huge fan base,
which has helped them in maintaining their popularity on the international platform.
However, in relation with the Shannon Weaver Model, it is found that Samsung has some
drawbacks in the field of digital marketing. The company is utilizing digital platform to a
huge level and managing their online marketing strategies. Samsung has pages on the digital
platforms like Facebook, Instagram, Twitter and more. It is true that getting socially engaged
will help the company enhance their digital marketing strategies to a huge level (Bradley et
al. 2012).
Step 4
The company here is acting as a sender and sending the message to the receiver
through the usage of digital media. The digital media is the channel here, via which the
message is sent to its decoder. The decoder here is the company’s webpage and the receivers
are its target market. However, the company has taken enough strategies to build its target
market; still it is missing an important component that is feedback. The company can use the
digital platform to gain enough feedback from their target market. It can be in the form of
online surveys or engaging the customers into direct communication. Through personal
interviews the company can also gain some useful feedbacks.
However, the Shannon Weaver model also has three problem levels which are
discussed in this part of the report. In reference with the Samsung Company, the channels
which may cause technical problems are the internet connectivity issue. Semantic problems
can also arise, where the target audience may not be able to understand the messages of the
sender. Some may not be willing to fill up survey forms or to answer the interview questions.

3DIGITAL MARKETING AND BRANDING
Effectiveness issues also come into play, where the company needs to lay stress on how
effectively the message is being imparted to the target audience. Therefore, more and more
promotional activities must be undertaken in order to make their new target market aware of
the services, which in turn, will help in gaining their feedback (Al-Fedaghi 2012
Step 5

4DIGITAL MARKETING AND BRANDING

5DIGITAL MARKETING AND BRANDING
References
Jung, S.C., 2014. The analysis of strategic management of samsung electronics company
through the generic value chain model. International Journal of Software Engineering and Its
Applications, 8(12), pp.133-142.
Bradley, S., Kim, C., Kim, J. and Lee, I., 2012. Toward an evolution strategy for the digital
goods business. Management Decision, 50(2), pp.234-252.
Al-Fedaghi, S., 2012. A Conceptual Foundation for the Shannon-Weaver Model of
Communication. International Journal of Soft Computing, 7(1), pp.12-19.
Al-Fedaghi, S., 2012. Codeless communication and the Shannon-Weaver model.
In International Conference on Software and Computer Applications. Singapore: IACSIT
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