Mobile phone marketers have been slow to explore the fact that smartphone penetration for the 65+ age group significantly lags behind that of younger generations. However, that is now changing as products are being developed that serve the needs of this diverse group of consumers.
Marketing for Nokia phones is shifting ever further towards advertising Nokia services, as demonstrated by plans for the forthcoming Lumia 830 marketing campaign. Microsoft may well have gobbled up the Nokia business, but it shouldn’t be gorging on its brand equity too.
Marketing for Nokia phones is shifting further towards advertising Microsoft services rather than its own hardware as the former company continues with its integration into the latter a year on from the announcement of the acquisition.
Microsoft reported a 7 per cent drop in profits in its last quarter as it was impacted by losses made by its Nokia division, underlining the company’s decision to make the biggest round of job cuts in its history.
Microsoft has announced it is to make its largest ever sweep of job cuts in its 39-year history, with staff within marketing and Nokia’s devices and services business among the 18,000 roles affected, as the company seeks “strategic alignment” across the business.
The Nokia brand is set to launch its first major marketing campaign for a flagship smartphone under the ownership of Microsoft, activity the mobile handset division says marks a shift from focusing on specific hardware functions in favour of communicating the “full Windows experience”.
Marketing Week Live 2014: Nokia is experimenting with how it launches online campaigns in different markets in order to give localised efforts more weight within the marketing mix and become less reliant on global initiatives.