Annika Bizon is Advertising and Omnichannel Director for Samsung UK and Eire. We caught up with Annika to seek out out extra about her function, which heads up a newly-combined advertising and marketing and omnichannel perform, and the advantages this mix has introduced. She additionally discusses create a very nice 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 Advertising and Omnichannel Director, my crew and I spend plenty of time speaking to and about our clients, discovering out their behaviours, buy drivers and purchasing habits. Via focus teams, client analysis and gross sales knowledge, my crew and I are in a position to analyse and perceive who our clients are and what they want from us, which is essential to the enterprise.
The client is on the coronary heart of all the things we do, and the consistency of this journey is a key a part of my day-to-day function. Current years have demonstrated that change is the one fixed in life, and enterprise leaders have to be ready to cope with it; by being agile of their planning, much more so within the present financial atmosphere.
We’re intentional in adapting and catering to our clients’ evolving desires and wishes, from the best way we talk with them in our channels and retail areas, proper by to our advertising and marketing. Via our partnerships, similar to Disney+, our rising ecosystem of wearables, hearables, or our bigger gadgets similar to TVs and fridges, we’re persevering with to develop our Samsung ecosystem to make sure seamless integration with clients’ lives.
Samsung has now united its advertising and marketing and omnichannel groups into one perform (which you head up). Why? What’s the over-arching intention and advantages?
All of it comes all the way down to the shopper journey. Our mission is to make sure that at each interplay alongside that path – be it digital or in-person – we offer an ideal expertise that’s rooted in seamless communication and a constant tone of voice that’s true to what Samsung stands for.
To attain that, I mixed our Advertising and Omnichannel features – as a result of, for a seamless expertise, you want a seamless crew. Now the advantages are clear. With each product launch, our purpose is to achieve the subsequent stage in efficiency, and our unified advertising and marketing channels and campaigns are reaching simply that – by delivering best-in-class exercise throughout all touchpoints together with on-line retail, name centres and advertising and marketing. This enables us to be responsive in a quickly altering market.
It is usually essential to begin the patron journey with the shopper, not the product. Central to that is at all times eager about new methods to speak to shoppers and crucial factor of that is ensuring we’re genuine in how we try this. As a crew, by uniting our advertising and marketing and omnichannel groups into one perform, we have now been in a position to just do that, putting the patron proper on the centre of all our conversations.
Have you ever come up towards any large challenges?
The largest problem is at all times that seek for inspiration. To search out new methods to have interaction with shoppers and clearly present the benefit of latest gadgets by the facility of selling and omnichannel. That’s particularly onerous as client calls for are continually altering – and since by the pandemic, it’s not at all times been clear precisely the place to satisfy clients the place they’re. Behaviours have been formed and shifted from one week to the subsequent by public well being issues and rules, so a part of the problem has been remaining nimble to make sure our actions are related and incisive.
We will by no means relaxation on our laurels however as entrepreneurs, that’s what drives us; we’re at all times attempting to be one step forward of the curve. You have to create sufficient touchpoints with shoppers to allow them to perceive how tech 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 12 months forward by way of digital/ecommerce?
Our advertising and marketing technique entails being scorching off the mark with quick begin moments for launches: takeovers throughout YouTube, Twitter, Pinterest, BVOD (broadcast video-on-demand), high-impact show codecs and plenty of extra placements to make Samsung unmissable. Our chosen channels are fastidiously chosen to achieve our goal demographics – tech connoisseurs who need their tech to optimise their lives and social expressers who demand the easiest from their tech to share and showcase their lives.
We are going to proceed to hearken to our clients and innovate, analysing the digital media and the mediums they eat to make sure we’re the place our clients are…
That’s why this 12 months, my crew and I are engaged on a first-of-its-kind transfer for the model: a 12-month influencer and ambassador programme geared toward turbo-charging our omnichannel advertising and marketing strategy and driving consciousness and engagement with clients to deliver the world of foldables to life. Working with a few of Britain’s most influential figures, our marketing campaign introduces new audiences to those two distinctive cell experiences in a personalised voice. Seeing Flip and Fold in real-life use circumstances by our ambassadors will assist show the “why” behind the foldables, and normalise them, demonstrating the advantages of switching from rivals.
Along with our influencer programme, broadcaster, writer, and founding father of Completely satisfied Place, Fearne Cotton {and professional} Premier League footballer Raheem Sterling MBE have joined as 12-month ambassadors for the model. The inspiring partnerships will see each Fearne and Raheem hero the newest gadgets in Samsung’s foldables vary and convey to life how Samsung’s futuristic and modern expertise and ecosystem will help folks fulfil their passions. I really feel assured that we have now really flipped our advertising and marketing strategy to match the ambition and disruptive spirit of our gadgets – creating one thing I really feel our groups needs to be really pleased with.
What makes an ideal CX in your opinion?
The one-size-fits-all manner of selling of the previous has gone. Now it’s about segmenting your viewers, understanding what they’re utilizing their gadgets for, and the way they wish to talk. It’s about understanding that customers are people, which is why it’s essential to me that throughout all our advertising and marketing exercise, we guarantee we have now embedded DE&I (Variety, Equality & Inclusion) all through. Our merchandise are for everybody, so due to this fact we should guarantee we’re speaking to everybody in related methods.
It’s extremely essential that we perceive the entire totally different touchpoints that individuals transact with. We all know that the common client has 12 to fifteen totally different touchpoints earlier than they make a purchase order resolution – at a minimal. It’s important that our clients see consistency and an optimum expertise throughout all the things we do.
To make an ideal CX you want meticulous touchpoint planning in order that we delight clients in a very personalised and genuine manner all through their digital journey. The function social media performs in that is extremely essential. That sits alongside personalising journeys, as a result of it’s essential that individuals really feel you’re speaking to them, you’re not simply speaking to everyone. Our buyer companies groups are constructed on the dedication {that a} Samsung expertise doesn’t finish when the acquisition of a tool has been accomplished, and the journey carries on with post-purchase help and recommendation that’s responsive, complete, and pleasant.
We all know that the common client has 12 to fifteen totally different touchpoints earlier than they make a purchase order resolution – at a minimal. … To make an ideal CX you want meticulous touchpoint planning”
How is Samsung assembly buyer expectations in an more and more aggressive trade?
With each system launch, we try to achieve the subsequent stage in efficiency, discovering new methods to have interaction with our clients. Our advertising and marketing campaigns aren’t any totally different, pushing the boundaries and creating participating experiences for our clients. With the retail panorama quickly evolving, and clients’ wants ever altering, this implies our model ethos ‘Do What You Can’t’ is paramount.
Providing unparalleled buyer experiences and an ecosystem that works in concord to allow a 24/7 life-style units Samsung aside. We’ve reimagined our buyer expertise to place it on the centre of all the things we do. This focus alongside our ecosystem which connects seamlessly between gadgets units us aside.
I consider our ecosystem performs a pivotal function in our buyer experiences and the loyalty that we really consider in. With one in three clients now proudly owning a couple of Samsung system, we’re centered on offering clients with the experiences that issues most to them and showcasing this by our advertising and marketing exercise. A key alternative is to leverage the facility of our product ecosystem and partnerships to present shoppers unparalleled worth and experiences.
What’s subsequent? Greatest intention/ambition for the subsequent 12 months?
Over the subsequent 12 months, I’m excited to see us develop collectively and really perceive our buyer base. In flip, this may direct us in how we converse to our clients – whether or not that be by our advertising and marketing or in our name centres.
Communication, it doesn’t matter what a part of the journey, needs to be extra personalised, and types should be understanding of their viewers base, however not assuming. Our mission is to thrill, interact and convert clients, wherever they’re and to present them new experiences.
