• Communication is the key fundamental of every marketing strategy. 
  • Marketers should focus on communicating with the customers in a relevant manner. 

The core of the “Communicate in a Relevant Way” marketing strategy is crafting messages that resonate with the target audience on a personal level. It tailors the marketing approach to communicate directly to their interests, needs, and pain points, enhancing the campaign’s effectiveness.

Before implementing this strategy, marketers must focus on knowing and understanding the target audience and creating buyer personas, including their demographics, what they care about, challenges they face, etc. This helps in crafting the message that speaks their language and is capable of building emotional connection via compelling storytelling and humor, creating a deeper bond. 

How did Samsung Successfully Incorporate the “Communicate in a Relevant Way” Marketing Strategy? 

Samsung is a South Korean multinational conglomerate, a giant in the tech industry, and a great example of a brand that has mastered the subtle art of “Communicating in a Relevant Way.” Their campaigns exemplify the successful implementation of this marketing strategy.

It Starts by Understanding the Audience

Samsung intelligently avoids focusing on a single customer profile rather than segmenting its audiences based on age, interests, and needs. This segmentation allows Samsung to tailor the marketing messages targeting millennials who are actively seeking cutting-edge features, families needing large-screen TVs, business professionals needing powerful laptops, or individuals requiring new-age and feature-loaded smartphones. 

Focusing on Content that Resonates

Samsung focuses on creating content that resonates with the target audience. Its marketing campaign is well known for playful jabs at Apple’s iPhone, including a touch of humor. This approach resonates seamlessly with consumers who might think that Apple products are too expensive or restrictive.

Samsung’s famous “Next Big Thing is Already Here” campaign subtly but firmly positioned them as an innovative leader compared to Apple’s “status quo” approach. Besides leveraging this lighthearted rivalry, Samsung focuses on User-Generated Content (UGC) in its marketing campaigns. 

Marketers motivate users to share photos taken with their Samsung smartphones or showcase creative uses of their TVs, etc. This allows the brand to connect with the target audience on an emotional level and intelligently demonstrate the product’s real-world capabilities, enhancing brand engagement and image.

Skillfully Embracing the Cultural Trends

Samsung is very active on social media platforms like Instagram, X.com (Twitter), Facebook, YouTube, etc. They also run interactive campaigns, strategically partner with influencers, and actively respond directly to customer comments. This two-way communication not only establishes an emotional connection but also keeps the brand relevant and relatable in the long run. 

Their marketing campaign goes beyond focusing on specifications and showcases features that matter in everyday use for the target audience. For example, their “Capture the Night” marketing campaign highlighted the cutting-edge low-light camera capabilities of the Galaxy S series. This appealed directly to the segment of the audience who love taking photos at night or in low-lit environments. 

Adapting to the Market & Going Beyond the Product

Samsung skillfully tailors its marketing campaigns to specific regions. They might highlight features that are essential in a particular market segment or partner with local celebrities, all of which help build brand awareness and engagement. Targeting regional markets has been beneficial for the brand in the long run. 

Their marketing goes beyond selling products; their advertisements aim to elicit emotions. For example, a heartwarming campaign showcases a father using a Galaxy Tab S4 to stay connected with his deployed son or daughter, leaving a note for her dad thanking him for taking care of her on a Galaxy Note 9, etc. This emotional connection builds brand loyalty and engagement and eventually increases sales. 

In conclusion, Samsung’s “Communicate in a Relevant Way” marketing strategy allowed the brand to personally connect with its target audience. They don’t just advertise products but speak to their diverse audience’s needs, desires, and cultural touchpoints. This approach positioned a brand at the forefront of the consumer electronics industry. 

What is the “Communicate in a Relevant Way” Marketing Strategy? 

Communication in a relevant way is the core principle in curating a successful marketing strategy. It relies on understanding the target audience and tailoring the brand message to resonate with the target audience on a deeper level. Here are some significant aspects of this marketing strategy.

Gain a Deeper Understanding of the Target Audience

Before communicating with a target audience, marketers need to understand who they are talking to. Through in-depth research, they can create a buyer persona and a detailed profile of the ideal customer. This profile includes the customer’s demographics, interests, needs, wants, pain points, media consumption habits, etc. 

By understanding the aspects above, marketers can craft branding messages that speak directly to them. The next important step is to know where they are and incorporate ways to reach them. Marketers should focus on identifying the platforms and channels frequented by their target audience. 

These could be various social media platforms, industry publications, etc. Knowing their preferred media consumption medium allows marketers to reach them at the right place at the right time, further enhancing the effectiveness of the communication-based marketing campaign. 

Crafting Relevant Communication

Marketers must avoid generic marketing language at all costs and instead use language that the audience understands and resonates with. Business-to-business scenarios might involve industry jargon, and Business-to-Consumer marketing should involve casual or conversational language. 

People are more interested in how a particular product or service can improve their lives than its technical specifications. Hence, the marketing message should highlight the benefits that address the audience’s pain points and desires. 

People tend to make decisions based on emotions rather than logic. Hence, marketers should tap into the audience’s emotions using storytelling, humor, and inspirational content to create an emotional connection with the target audience. Skillful implementation can have multiple benefits. 

Some Relevant Examples and Benefits of Relevant Communication

A social media advertisement for a fitness tracker should target young adults, using energetic visuals and emphasizing staying healthy and active. This approach can be beneficial for this product segment. In comparison, an email campaign for a financial planning service aimed at professionals should address pain points about retirement planning, financial security, etc., in a compelling way. 

Experts assert that when a marketing message resonates seamlessly with the target audience, they’re more likely to pay attention and share your content, which improves brand interaction. Relevant communication builds trust and fosters a strong relationship with the target audience while enhancing the Return on Investment (ROI). 

Include the Scope of Continual Refinement for Success

The key to successful communication and implementation of this strategy is measuring its results and effectiveness. Marketers can use website analytics, social media insights, and customer feedback to determine what’s working and what needs improvement. 

It must be understood that consumer preferences and communication channels are evolving constantly. Marketers need to be prepared and adjust messaging and marketing strategies based on market trends and audience insights. This adaptation also brings a fresh perspective to the marketing message, which might be getting mundane. 

Pros and Cons of “Communicate in a Relevant Way” Marketing Strategy

Like every other marketing strategy, this “Communicate in a Relevant Way” strategy has pros and cons, as discussed below. 


Relevant messages resonate with the target audience, grab their attention, and influence them to focus. They are likely to interact with the content, visit the website, and make a purchase, thereby increasing engagement and conversation. When customers feel understood, and their needs are addressed, they tend to develop trust and connection with the brand, fostering loyalty and repeat business.

Treating the audience with respect and relevant messages avoids wasted spending on irrelevant content or demographics and could maximize the return on investment (ROI). By focusing on customers’ needs and desires, brands can stand out, creating a unique and memorable experience and building more robust brand differentiation. It also enhances the possibility of turning customers into capable brand advocates. ConsCreating and crafting targeted messages and tailoring the communication accordingly requires in-depth audience research and understanding. Initially, it can be time-consuming and resource-intensive. The effectiveness of this strategy depends on decent and comprehensive user data; accurate or complete information could lead to irrelevant messages and missed opportunities.

Heavy focus on specific segments might alienate potential customers outside the scope of the target audience. Marketers should focus on finding the perfect balance between relevance and border appeal. Also, keeping up with the evolving audience preferences and communication trends requires constantly monitoring and adapting the marketing strategy. There’s a significant risk of potential for backlash, primarily if the message is based on incorrect assumptions about the audience’s needs. Also, the irrelevant usage of humor and emotions can paint a wrong brand image and might backfire. It can lead to negative perceptions and could damage the brand image. 

In conclusion, the “Communicate in a Relevant Way” marketing strategy is a powerful tool that capitalizes on the immense power of relevant communication and uses it to create powerful connections with the target audience. Skillful incorporation of this strategy leads to brand awareness and engagement and eventually improves sales and business growth.