So the Galaxy S 4 made its big debut, and even showed up with a few extras that I was unaware about; essentially this means I can't say I wasn't surprised or knew as much about the entirety of the Galaxy S 4 as I thought I did. While many proclaim their show to be corny or unprofessional for the nature of the industry, I'd beg to differ and say that it actually caught my attention. Just like their commercials beforehand, the Samsung Unpacked event followed a recurring theme and made the features interesting and relatable by featuring them in mildly humorous everyday life situations. It was clear that Samsung put a lot of thought into how they would present "The Next Big Thing". 

And just like that, the HTC One was no longer relevant.

It was a good run. We had a good... 17 days before people dropped it like a box of rocks? Yeah? I still see people chiming in their support for the device; even I prefer it to the Galaxy S 4, but that doesn’t change the fact that people just kind of forget about something they don't see every time they turn the corner. What's on the billboards? Galaxy S 4. What's on TV? Galaxy S 4.  What banner will most major carriers hang in the windows of their retail stores? You got it – it's Galaxy S 4 a-go-go all over the place.

I won't say that it's a hundred percent attributed to marketing - like I said in one of my articles the other day, you can build a lot of hype with good marketing strategies but if the product itself doesn't live up to all the attention you brought to the device then you're going to have a lot of disappointed people. However, while the main complaint stems from the fact that the Galaxy S 4 looks entirely too similar to a Galaxy S III, you can't deny the fact that there's a powerhouse under that familiar housing and the features were the main focus of the South Korean company. Samsung might have pulled an Apple in respects to recycling a design that's easily recognizable but they did more than just a couple of notable changes in regards to features and specs and that's not necessarily a bad thing.

But what about HTC? They did a lot of hard work too, both inside and out. The hardware is beautiful, the software has been completely revamped, and they've added some interesting features. BlinkFeed is strangely reminiscent of another popular mobile platform, Windows Phone 8, and provides important highlights from social and news media outlets without you having to actually open an app. HTC also focuses quite a bit on trying to steer us away from the notion that higher megapixels automatically mean better. They made a bold statement by choosing a 4-megapixel camera over the 8 or 13-megapixel norm that we've grown accustomed to. If nothing else, they could have used that as a marketing strategy in itself. A 4-megapixel "UltraPixel" camera sounds so foreign and ridiculous to us that it makes us want to go see for ourselves whether that's really true or just a bunch of malarkey.

But before people make the intentional journey to go see an HTC One, they have to know about it first. Other than researching the device on my own, I haven't seen one advertisement that pops out at me talking about HTC’s new device. Truly, HTC is living up to their signature slogan "Quietly Brilliant;" emphasis on the quietly.



Budget also shows how far a company is willing to take their advertising. According to Asymco, it's estimated that Samsung spent around $12 million on advertising in 2012 - significantly more than any of the comparing companies in the graph. During the same year, HTC made the decision to cut their marketing budget by 15 percent. Was it a huge mistake? Would it have made a real difference if HTC had that extra 15 percent? This is probably an instance where the phrase "Every little bit helps," is irrelevant because Samsung has invested so much in their promotional marketing that nobody would even notice if HTC stuck a few more ads here and there. Not only does Samsung seemingly place their ads everywhere, but they also present themselves in a lighthearted, relatable manner. They've got money and creativity.

Unfortunately, HTC is not really in a position where they can rely primarily on word-of-mouth. Even carriers can see the amount of hype and support that Samsung is receiving right now, and you can bet your bottom dollar that they're going to milk it for all it's worth. When prospective customers are out shopping for a new carrier, a lot of the time they're doing so with a specific product in mind. Odds are the general consumer is going to have heard more about the Galaxy S 4 than the HTC One, so when it comes to advertising it will come as no surprise that the Galaxy S 4 will receive a lot more attention than the HTC One.

They're both great devices that deserve consumer attention, but no matter how good the HTC One is the Samsung Galaxy S 4 will always overshadow it from this point on.

In my article the other day I explained why I thought that marketing was only half the battle; the other half is presenting a product worthy of praise. But just as a phone with overhyped marketing can cause disappointment among consumers if the product isn't up to par, the same can happen for a company who provides a great product with little to no advertising. People don't know enough about it to give it the attention it deserves and in return the company winds up hurting more than the consumer. Without one element somebody ends up where they don't want to be. That's why it's important to incorporate both, and the Samsung Galaxy S 4 and the HTC One are prime examples of why advertising is almost just as important, if not more important, as making a noteworthy product itself. 

Image via Asymco

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Comments & discussions  

65 Reactions to this post

"Do you feel like the HTC One has been overshadowed by the Galaxy S IV's marketing campaign?"

Please limit your reaction to 140 characters or use comments for a longer reply :)
Thanks for your participation! :)

Marcus Ray
Marcus Ray After the Thunderbolt debacle, I will NEVER trust an HTC phone again!!!!!!!
Anonymous And I thought Htc could do it. But still both manufacturers will sell both phones well no matter who's sells more.
Shib Dastider
Shib Dastider HTC One still a better designed phone. Galaxy S4 is plasticky. Shame HTC don't have the budget to put a decent ad campaign. But hey I would buy both of them in a blink :)
Eric Magana
Eric Magana um because samsung has better advertisement, doesnt make them better at all
Dave Whanger
Dave Whanger HMM GS4 was on the local news tonite never say HTC on the news??? Money talks??? Would like to know when they both lauch on Verizon??
Shawn Gergler
Shawn Gergler Not at all
Richard Allen Yarrell
Richard Allen Yarrell No doubt Galaxy S4 bitch slaps this Htc One silly
Adam Vincent Brown
Adam Vincent Brown It looks like HTC have started to grow a pair: http://allthingsd.com/20130314/rather-than-just-watch-samsungs-show-htc-decides-to-get-in-on-the-act/?mod=tweet
Michael Anthony Tollan
Michael Anthony Tollan I totally agree with you Steve. They should make another presentation of be a used that show was horrible to and not professional artist all
Michael Anthony Tollan
Michael Anthony Tollan Yes
Javier Sanchez Ojeda
Javier Sanchez Ojeda Yes
Eric Magana
Eric Magana That's the s4, oops that it was the note 2 ha running out of ideas are we now Samsung?
Betty Ng
Betty Ng Samsung brainwashed all of you fanboys
Danny Chavez
Danny Chavez So how's the HTC One different from the HTC DNA?
Anthony Tat
Anthony Tat @devin martinez whats your point? even if the s4 is just a smaller upgraded note 2, its still better than anything apple has... no one has denied their similarities. at least the changes are more significant than the changes between iphone 4 => 4s and 4s => 5, and the note 2 and s4 are only 6 months apart, not a whole year
James Matthews
James Matthews No
Henrick Rawlins
Henrick Rawlins Let's see who sells more. I bet the s4 will excel
Sebastian Gomes
Sebastian Gomes HTC one is only different in looks because HTC is trying anything and everything to get out of the danger zone
Elias Ortega
Elias Ortega HTC One and the gS4 are on par, unless you live outside the US where you're going to be able to get the Gs4 octo core version. Other than that real people (average customers) choose looks over functionality. They both have great software now! Yes Even sense is fast now it doesn't take anything away from your "resources" so getting either phone won't be a disappointment.
Steve Swiger
Steve Swiger HTC could use better marketing, but that horrible, off color skit show yesterday set Samsung back some.
Adrian Mateoc
Adrian Mateoc At all.
Song Jin
Song Jin not at all
Ilija Jovanovic
Ilija Jovanovic yes,because s4 is the king of smartphones
Johnson Mar
Johnson Mar HTC one is the way to go.
James Frank Racanelli
James Frank Racanelli Yes, but Im holding out for the droid 5 if it ever comes out.
Luis Robles Figueroa
Luis Robles Figueroa The HTC One is not being over shadow by SG4. All my friends are going for the HTC One. SG4 is SG3 over size screen and improvements on the software. Not by much...
Bryan Pizzuti
Bryan Pizzuti I'm going to get a Nexus anyway
Gordon Christie
Gordon Christie wont matter think the htc one will sell plenty but they dont market them which is a shame now that they made a great phone at long last
Hans Jaramillo
Hans Jaramillo This is what I've been saying all along. No matter how good the HTC One is, if no one knows about it, it'll never sell enough to get HTC out of the red.
Gary Bowling
Gary Bowling No
Nick Martin
Nick Martin is the s4 us version has the quad core im not getting it and ill just keep my note 2
Dounutz Sesar
Dounutz Sesar Idk why people complaint about the design thats samsungs new design just like the iphone over all the generations it still looks the same just litle added fetures
Peter Blanco
Peter Blanco In some aspects yes.
Ken Dono
Ken Dono HTC lost big with out having a one with the largest provider in the U.S
Jessica Wiseman
Jessica Wiseman I've never seen a One commercial. I can't remember the last time I saw an HTC commercial, actually.
Lanh Nguyen
Lanh Nguyen Mark is an idiot.
Bruce Wilbanks
Bruce Wilbanks The HTC One has a marketing campaign?
Anthony Bailey
Anthony Bailey
Mark J F Makinika
Mark J F Makinika HTC one!!! Will get one... S4 is like my S3 with bigger screen and nothing else...
CeeGii Borels
CeeGii Borels
Mark Belkowski
Mark Belkowski Yes and the fact it isn't even available for preorder yet.
Gian Carlo Mirasol
Gian Carlo Mirasol Only by samsung marketing campaign. But HTC one is a better phone.
Phil Ofthefuture
Phil Ofthefuture No. HTC phones are annoying.
Devin Martinez
Devin Martinez Funny how these tards love saying sheep sheep sheep yet they can't see the s4 is a note with a few useless gimmicks. Guess samsucks is waiting on apple to make the next move huh sheep?
Jacob B Dupuy
Jacob B Dupuy probably because samsung has the advantage of being a bigger overall company htc omly makes phones where samsung makes tvs etc :X
Bo Abe Vorachack
Bo Abe Vorachack I like em both
Rashaud Cook
Rashaud Cook Htc use to market all the time when they release the htc hero..
Jowell Legaspi Bantoto
Jowell Legaspi Bantoto I love HTC, but they have to do more on the marketing side to stimulate the consumers... great phone and so-so marketing is not a good combination.
George Millhouse
George Millhouse Htc is great if you want a bloated UI, Slow ass updates, no removable battery,NO sd card slot small batteries.....Yeah it's their marketing......riiiiight
Tabib Rehman
Tabib Rehman I actually prefer the htc over s4 but the problem with htc is they dont do any marketing
Orga Price
Orga Price Of course it has. Samsung's marketing juggernaut is unmatched in the Android realm. It's a shame, too. The HTC One deserves real consideration from anyone looking for their next phone (although I'm not in love with BlinkFeed as a concept).
Anthony Bailey
Anthony Bailey Well, that's no surprise. Samsung has far eclipsed HTC in marketing, many moons ago. HTC has always failed at marketing. They kind of marketed the original EVO 4G... but that was mostly Sprint marketing. They completely failed with marketing for the Thunderbolt and follow-up HTC EVO 3D. They don't have a clue how to market. Samsung is the only cell phone manufacturer that can compete with Apple in terms of marketing.
Michael Behonest Notnice Chambers
Michael Behonest Notnice Chambers YUP...all the s4 is missing is an aluminum body and dual front speakers... htc can have the rest of that large bezzle, small battery, no sd card slot,resource sucking sense, and blinkfeed junk back...p.s. whose idea was it to call "zoe" a feature? smh
Hendrick Equis M
Hendrick Equis M thats why this delay that HTC has will ruin them...i think they need to find a time frame that doesnt compete head on with apple and samsung and even that is a little hard
Abram Wenevermet Dennis
Abram Wenevermet Dennis HTC is trash..and Samsung just followed apple by releasing the same thing with added features..smh
Eric Quach
Eric Quach HTC needs to market in order to compete. or else its Samsung this year again... cmon HTC.
Josh White
Josh White No, actually I haven't forgotten about the HTC One the S4 is great but I still like the One better
Gabriel Fernandez
Gabriel Fernandez No.
Raymond Tang
Raymond Tang Well, "Galaxy" is a big word isn't it. pretty overrated.
Tony G
Tony G Both good phones but maybe its just because Samsung showed their event later? The allure is still on. What if Apple did their event say Monday... than that will overshadow Samsung and HTC. Its the allure of the new features.
Kevin Hart
Kevin Hart HTC USA Needs to step up the marketing I should be seeing one commercials on every channel between every show!
Anthony Evans Jr
Anthony Evans Jr Lol by far
Kyle Cordiano
Kyle Cordiano htc needs to step up their marketing.
Kyle Krause
Kyle Krause Yaaa
Stefan Ilic
Stefan Ilic Samsung have very very big marketing, so yes

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