Annika Bizon is Advertising and Omnichannel Director for Samsung UK and Eire. We caught up with Annika to search out out extra about her function, which heads up the brand new marketing-combined with omnichannel capabilities, and the advantages of this mixture has introduced. He additionally mentioned how you can create a terrific buyer expertise, and the way Samsung meets buyer expectations in an more and more aggressive market.

Inform me about your function… what does a typical day appear to be for you?

In my function as Director of Advertising and Omnichannel, my staff and I spend plenty of time speaking to and about our prospects, discovering out their habits, shopping for drivers and buying habits. By means of focus teams, shopper analysis and gross sales knowledge, my staff and I can analyze and perceive who our prospects are and what they want from us, which is essential for enterprise.

The shopper is on the coronary heart of the whole lot we do, and the consistency of this journey is a key a part of my day-to-day function. Latest years have proven that change is the one fixed in life, and enterprise leaders have to be ready to take care of it; by being agile in planning, much more so within the present financial setting.

We purpose to adapt and cater to the desires and desires of our prospects, from the way in which we talk with them throughout channels and retail areas, to our advertising and marketing. By means of our partnerships, akin to Disney +, rising the ecosystem of wearables, hearables, or our bigger gadgets akin to TVs and fridges, we proceed to increase our Samsung ecosystem to make sure seamless integration with the lives of shoppers.

Samsung has now built-in its advertising and marketing and omnichannel groups into one perform (which you are leaving). Why? What are the bigger targets and advantages?

All of it comes right down to the shopper journey. Our mission is to make sure that in each interplay alongside the way in which – whether or not it is digital or in particular person – we offer a terrific expertise primarily based on clean communication and a constant tone of voice that’s true to what Samsung stands for.

To attain that, I mixed our Advertising and Omnichannel capabilities – as a result of, for a clean expertise, you want a clean staff. Now the advantages are clear. With each product launch, our objective is to achieve the subsequent degree in efficiency, and our built-in advertising and marketing and marketing campaign channels obtain simply that – by delivering the perfect exercise throughout all touchpoints together with on-line retail, name middle and advertising and marketing. This permits us to be responsive in a quickly altering market.

It’s also essential to begin the buyer journey with the shopper, not the product. Central to that is at all times pondering of latest methods to speak to shoppers and crucial component of that is ensuring we’re genuine in the way in which we do it. As a staff, by consolidating our advertising and marketing and omnichannel groups into one perform, we have been in a position to do exactly that, placing the buyer instantly on the middle of all our conversations.

Are you able to come up in opposition to all the large challenges?

The most important problem is discovering inspiration. To seek out new methods to interact with prospects and clearly present the benefits of new instruments via the facility of selling and omnichannel. It is extremely troublesome as a result of shopper calls for are always altering – and since via the pandemic, it’s not but clear precisely the place to satisfy the shopper the place they’re. Habits has been formed and adjusted from week to week by public well being concerns and laws, so a part of the problem is staying nimble to make sure our actions are related and incisive.

We are able to by no means relaxation on our laurels however as entrepreneurs, that is what drives us; we at all times attempt to be one step forward of the curve. It’s important to create sufficient touchpoints with prospects in order that they’ll perceive how know-how continues to be transformational, private and empowering. In any other case, you’ll merely get misplaced within the crowd.

What’s your largest focus for the subsequent 12 months by way of digital / ecommerce?

Our advertising and marketing technique entails scorching off the mark and fast first moments for the launch: takeovers throughout YouTube, Twitter, Pinterest, BVOD (broadcast video-on-demand), high-impact show codecs and plenty of extra placements to make Samsung unmissable. The channels are rigorously chosen to achieve our goal demographic – techies who need know-how to optimize their lives and social expressions that demand the perfect from know-how to share and showcase their lives.

We’ll proceed to hearken to our prospects and innovate, analyze digital media and the mediums they devour to ensure we’re the place our prospects are…

That is why this 12 months, my staff and I are engaged on a primary transfer for the model: a 12-month influencer and ambassador program geared toward turbo-charging our omnichannel advertising and marketing method and driving consciousness and engagement with prospects. deliver the world of foldables to life. Working with among the UK’s most influential figures, our marketing campaign launched new audiences to those two distinctive cell experiences in a personalised voice. Seeing Flip and Fold in real-life use instances via our ambassadors will assist present the “why” behind the fold, and normalize it, displaying the advantages of switching from opponents.

Along with our influencer programme, broadcaster, writer and founding father of Completely happy Place, Fearne Cotton {and professional} Premier League footballer Raheem Sterling MBE have joined as 12-month ambassadors for the model. The inspiring companions will see heroes Fearne and Raheem as the newest gadgets in Samsung’s folding vary and produce to life how Samsung’s futuristic and progressive know-how and ecosystem may also help folks fulfill their passions. I really feel assured that we have now really flipped our advertising and marketing method to match the ambition and disruptive spirit of our system – making one thing I really feel our staff needs to be really pleased with.

What makes CX nice in your opinion?

The one-size-fits-all advertising and marketing technique of the previous is gone. Now it is about segmenting your viewers, understanding what gadgets they use, and the way they wish to talk. It is about understanding that buyers are people, which is why it is essential to me that in all our advertising and marketing actions, we make certain we have embedded DE&I (Range, Equality & Inclusion) all through. Our product is for everybody, so we’d like to ensure we discuss to everybody in a related manner.

It is extremely essential that we perceive all of the totally different contact factors that individuals make. We all know that the typical shopper has 12 to fifteen totally different contact factors earlier than they make a purchase order choice – at the very least. It’s crucial that our prospects see consistency and an optimum expertise in the whole lot we do.

To create a very good CX you want cautious touchpoint planning in order that we entertain prospects in a very private and genuine manner all through their digital journey. The function of social media on this regard is essential. It sits with the non-public journey, as a result of it is essential that individuals really feel you are speaking to them, you are not simply speaking to everybody. Our customer support staff is constructed on the dedication that the Samsung expertise does not finish when the system buy is full, and the journey continues with responsive, complete, and pleasant post-purchase assist and recommendation.

We all know that the typical shopper has 12 to fifteen totally different contact factors earlier than they make a purchase order choice – at the very least. To make a very good CX you want cautious contact level planning”

How does Samsung meet buyer expectations in an more and more aggressive business?

With every system launch, we try to achieve the subsequent degree in efficiency, discovering new methods to interact with our prospects. Our advertising and marketing campaigns are not any totally different, pushing the boundaries and creating an attractive expertise for our prospects. With the quickly evolving retail panorama, and ever-changing buyer wants, this implies our model ethos of ‘Do What You Cannot’ is significant.

Providing an unparalleled buyer expertise and an ecosystem that works in concord to allow a 24/7 way of life units Samsung aside. We have reimagined our buyer expertise to place it on the middle of the whole lot we do. This focus and our ecosystem of seamless connections between gadgets units us aside.

I consider our ecosystem performs a pivotal function in our buyer expertise and loyalty that we really consider in. With one in three prospects now proudly owning multiple Samsung system, we concentrate on offering prospects with the expertise that’s most essential to them and showcasing it. That is via our advertising and marketing actions. The important thing alternative is leveraging the energy of our product ecosystem and partnerships to supply prospects with unparalleled worth and expertise.

What’s subsequent? Largest objective/ambition for the subsequent 12 months?

Over the subsequent 12 months, I am excited to see us develop collectively and actually perceive our buyer base. In flip, it will information us in how we converse to our prospects – whether or not it is via our advertising and marketing or in our name facilities.

Communication, it doesn’t matter what a part of the journey, needs to be extra private, and the model ought to perceive the language of their viewers, however not assuming. Our mission is to thrill, have interaction and rework prospects, wherever they’re and to offer them new experiences.

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