HTC's marketing has gotten better, but it still needs workAnna Scantlin - Contributing Editor
HTC is no stranger to the ups and downs of the industry. From being one of the best to one of the worst, HTC has done it all. At this point in time, you could say that HTC is doing pretty well for themselves - maybe not as great as they once were, but they’re able to turn themselves around, which is more than some companies are able to say. The success of the HTC One last year came as a surprise to many (in a good way), but if HTC wants to continue seeing profits rise, it seems like they would have to do some adjusting to their marketing approach.
I feel like HTC is doing a better job this year than they did last year in terms of visibility, but somehow the slogan “Just Ask The Internet” doesn’t really stick with me as much as something like, say, Samsung’s “The Next Big Thing Is Here”. Both come off as confident, except for HTC’s slogan puts them in dangerous territory. Certain parts of the Internet love the HTC One... and certain parts don’t. It just kind of leaves the door open to some of the negativity that surrounds the device (for example, HTC's decision to keep the same camera that was on the original One).
Perhaps that’s all about to change, though, as rumor has it that HTC recently hired the man behind Samsung’s “Next Big Thing Is Here” slogan. Whether the same man was responsible for all of the other Galaxy hype that’s been generated over the years is unknown, but for HTC’s sake we can only hope for the best.
I have always felt that Samsung’s strong marketing approach when it comes to the Galaxy name has been a big reason why the device became so popular. Of course, it helps that people actually like the products as well; but the first step is getting people to notice and know of the product before going out and purchasing it. Admittedly, I’ve seen plenty more Samsung advertisements than HTC advertisements over the past couple of years, and this wouldn’t be the first time I’ve said that it’s needed to change if HTC hopes to sway people with the One over the Galaxy S devices. Sometimes just asking the Internet isn’t always the wisest option.
Along with a new slogan, I am hoping that HTC gets better at naming their devices. I don’t know what it is with HTC and naming things, but it would have honestly seemed like the HTC Two would have been the surefire winner of this year’s follow-up device to the One (which we know as “The All New HTC One” or, more often than not, the M8). I imagine for a lot of people it gets confusing because they both have practically the same name with no easy indicator of which is which. It seems that we like things to be put in chronological order, like the Galaxy, Galaxy S II, Galaxy S III. Numbers help us better understand exactly where things go. You just can’t have two Ones hanging around and expect it to go well. There can only be one One!
It’s too soon to tell whether this new addition to the HTC team will have as great of an impact on the company as it did for Samsung, but here’s to hoping that it does.
Readers, what are your thoughts about HTC’s latest marketing campaign? Do you think they should keep the “Just Ask The Internet” slogan, or should it change? Let us know your thoughts in the comments below!