• Marketing, Wednesday, March 11, 2015 8:12 AM

Apple has stepped up marketing activity to push the new Apple Watch, but the strategy could backfire as rivals offering cheaper devices cash in on greater consumer awareness. According to Dean Johnson, senior vice president of creative innovation at Brandwidth. "Apple in the past always had a relatively small marketing budget compared to Samsung. With Apple Watch, there are real, solid advertising dollars behind this." That could mean Apple consumers become switched on to the idea of smartwatches, but decide to look for cheaper alternatives.

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