Digital and Mass-Reach Marketing Adaptation Techniques in Emerging Asian Markets: Key Insights from Sony and Huawei

Abstract

Purpose: This study investigates how effective digital and mass-reach traditional marketing strategies are in the global smartphone industry, with a focus on the Asian market. It uses Sony and Huawei as case studies to evaluate their marketing strategies and examine how each company responds to regional customer behaviour and market trends. Design/Methodology/Approach: In our research, we use both qualitative and quantitative methodologies, including literature reviews, market data analysis, and a consumer survey done across various Asian nations. Findings: The key findings show that digital communication strategies particularly influencer marketing, social media engagement, and mobile app integration capture consumer interest and drive sales more effectively than traditional mass-marketing methods. Huawei’s strong digital presence and localized engagement outperform Sony’s more traditional and generalized strategies in the region. Research limitation/Implication: Research limitations include the focus on two multinational firms and a single market context, which may affect generalizability. Future research should broaden the sample to include local or emerging firms and use mixed-method designs to validate findings in a variety of market environments. Practical Implication: Our study's practical implications highlight the need of smartphone manufacturers prioritizing digital tactics adapted to Asian markets' cultural and technological contexts. Companies should invest in social media campaigns, influencer partnerships, and e-commerce collaborations to increase brand visibility and loyalty. Social Implication: The study highlights a growing demand among Asian consumers for personalized, technology-enabled brand engagements. This shift reflects broader societal trends toward digital-first lifestyles, indicating that brands have to modify their engagement strategies to remain culturally relevant and consumer-centric. Originality/Value: This study addresses a key gap in comparative marketing research by comparing digital and traditional techniques in Asia's smartphone market. It provides actionable insights for global marketers by using real-world case studies and rigorous methodologies.