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Annika Bizon is Marketing and Omnichannel Director for Samsung UK and Ireland. We spoke with Annika about her role overseeing the new combined marketing and omnichannel capabilities and the benefits of this combination. She also explains how to create a truly superior customer experience and how she’s meeting customer expectations in an increasingly competitive market.
Tell us about your role…what does a typical day look like for you?
In my role as Director of Marketing and Omnichannel, my team and I spend a lot of time interacting with our customers to find out their behaviors, purchase motivations and shopping habits. Through focus groups, consumer research, and sales data, my team and I are able to analyze and understand who our customers are and what they want from us. This is very important for your business.
Our customers are at the center of everything we do and consistency in this journey is an important part of my day-to-day role. It is shown that it must be done. Especially in the current economic environment.
We intend to adapt and respond to the evolving desires and needs of our customers, from the way we communicate with them through our channels and retail space to our marketing. Through partnerships such as a growing ecosystem of large devices such as refrigerators, we continue to expand Samsung’s ecosystem to ensure seamless integration into our customers’ lives.
Samsung is now combining its marketing and omnichannel teams into one function (led by you). why? What are the overarching purposes and benefits?
It all depends on the customer journey. Our mission is to ensure that every interaction along the way (whether virtual or face-to-face) offers seamless communication and a great experience rooted in a consistent tone that stays true to what Samsung stands for. is to
To achieve this, we combined marketing and omnichannel capabilities. Because seamless experiences require seamless teams. The benefits are now clear. Taking performance to the next level with each product launch is our goal, and our integrated marketing channels and campaigns are best-in-class across all touchpoints including online retail, call center and marketing. We achieve just that by providing a This allows us to respond to rapidly changing markets.
It’s also important to start the consumer’s journey with the customer, not the product. At its core is always thinking of new ways to interact with consumers and the most important part of that is making sure the way we do it is authentic. By uniting teams and omnichannel teams into one feature, we were able to put the consumer at the center of every conversation.
Have you ever faced a big challenge?
The biggest challenge is always finding inspiration. Find new ways to engage with consumers and articulate the benefits of new devices through the power of marketing and omnichannel. This is especially difficult as consumer demands are constantly changing. Because of the pandemic, it’s not always clear where exactly your customers are and where to meet them. Behavior is shaped and shifted from one week to the next by public health considerations and regulations, so part of the challenge is making sure our activities are relevant and sharp. We maintain agility to ensure
We can’t rest on our laurels, but as marketers, that’s what drives us. We are always one step ahead of the curve. You need to create enough touchpoints with your consumers to help them understand how technology continues to be innovative, personal, and empowering. Otherwise you will just get lost in the crowd.
What will be your biggest focus in the coming year when it comes to digital/ecommerce?
Our marketing strategy includes getting on track and launching quickly. For example, with takeovers on YouTube, Twitter, Pinterest, BVOD (broadcast video on demand), high-impact display formats, and many other placements, you can’t miss Samsung. The channels we choose are carefully chosen to reach our target audience. That is, tech enthusiasts who want to optimize their lives with their technology, and social performers who want the best in their technology to share and showcase their lives.
We will continue to listen to our customers, continue to innovate, and analyze digital media and the media they consume to see where our customers are…
So this year my team and I are working on a first for the brand. A 12-month influencer and ambassador program designed to accelerate your omnichannel marketing approach and drive customer awareness and engagement. Bringing the foldable world to life. Working with one of Britain’s most influential figures, our campaign introduces new audiences to these two unique mobile experiences in a personalized voice. Seeing Flip and Fold in real-life use cases through Ambassador helps demonstrate the “why” behind foldables, normalize them, and demonstrate the benefits of switching from competitors.
In addition to our influencer program, broadcaster, author and Happy Place founder Fearne Cotton and professional Premier League footballer Raheem Sterling MBE have joined us as brand ambassadors for a 12-month period. The exciting partnership will see both Fearne and Raheem showcase Samsung’s latest line of foldable devices and how Samsung’s futuristic and innovative technology and ecosystem can help people fulfill their passions. It will come true. Aligned with the ambition and disruptive spirit of our device, we believe we have truly flipped our marketing approach and created something our team is truly proud of.
What do you think makes CX great?
Gone are the one-size-fits-all marketing methods of the past. The next step is to segment your audience and understand what they use their devices for and how they want to communicate. It is important to understand that consumers are individuals. That is why it is important for him to ensure DE&I (Diversity, Equality and Inclusion) is incorporated into all marketing efforts. Our products are for everyone.
Understanding all the different touchpoints where people transact is very important. We know that the average consumer has at least 12-15 different touchpoints before making a purchase decision. It is important that our customers see consistency and an optimal experience in everything we do.
Achieving great CX requires meticulous planning of your touchpoints. This allows you to delight your customers in a truly personalized and authentic way throughout their digital journey. The role that social media plays in this is very important. This happens in parallel with journey personalization. Because it’s important for people to feel that you’re talking to them, not just that you’re talking to everyone. Our customer service team is built on a commitment that the Samsung experience doesn’t end when your device purchase is complete, offering post-purchase support and responsive, comprehensive, and friendly advice. Offers.
We know that the average consumer has at least 12-15 different touchpoints before making a purchase decision. … Creating great CX requires meticulous planning of your touchpoints. “
In an increasingly competitive industry, how is Samsung meeting customer expectations?
With every device launch, we strive to push performance to the next level and find new ways to engage with our customers. Our marketing campaigns are no exception, pushing boundaries and creating compelling experiences for our customers. As the retail industry evolves rapidly and customer needs continue to change, this means that our brand ethos, “Do What You Can’t,” is paramount.
Samsung sets itself apart by offering unparalleled customer experiences and ecosystems that work in harmony to enable a 24/7 lifestyle. We’ve reimagined the customer experience and put it at the center of everything we do. This focus along an ecosystem that seamlessly connects devices is what sets us apart.
We believe our ecosystem plays a pivotal role in our customer experience and the loyalty we truly believe in. With one in three of her customers now owning more than one Samsung device, we are focused on providing and presenting our customers with the experiences that matter most to them. This is done through our marketing activities. A key opportunity is to leverage the power of our product ecosystem and partnerships to deliver unparalleled value and experiences to consumers.
what’s next? What is your biggest goal/ambition over the next 12 months?
We look forward to growing together and truly understanding our customer base over the next 12 months. It dictates how you speak to your customers, either through marketing or through your call center.
No matter what part of the journey, communications should be more personalized and brands should understand their audience base, but not assume it. It’s about providing an experience.
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