Emily Tan
May 19, 2017

Canon's marketing shift aims for the smartphone generation

Canon's new marketing strategy has moved from cameras to storytelling for millennials.

Canon is in trouble, and the company knows it. While still renowned for making top-quality cameras, it is losing relevance even as its consumers grow more obsessed with photography.

Last year, Canon’s total digital camera sales declined 12%, thanks to a 22% drop in compact camera sales.

The market has changed and Canon’s competitive set has been redefined from Nikon and Sony towards Apple, Samsung and even Snapchat, Lee Bonniface, Canon’s EMEA...

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