Samsung on Friday told analysts that it plans to cut its mobile marketing this year in order to keep it relative to revenue, Reuters reports, a move which may mark a change from the company’s marketing spending sprees that have significantly surpassed similar efforts from competitors in previous years. “We’ll actively leverage global sports events such as the Sochi (Winter) Olympics and our retail channels… but we will try to raise the efficiency of our marketing spend and lower our overall mobile marketing budget to revenue this year compared with last year,” Samsung senior Vice President Kim Hyunjoon said.
The company posted lower than expected profits for the fourth quarter of 2013, even though the whole year brought in record revenues and profits. Previous reports revealed that Samsung may have spent a cumulated $14 billion on marketing its products (mobile devices included) in 2013, with $4.5 billion marketing spending estimated for the fourth quarter alone. In 2012, Samsung has spent around $11 billion on marketing its products globally.