The electronics company is highlighting its innovation heritage in a campaign aimed at owning a new category of artificial intelligence-powered products, a move that sees it dial up its brand credentials to drive consideration.
Deborah Honig has held strategy and transformation roles at brands including Marks & Spencer, Amazon, Diageo and Nike.
The success of retail experiences can’t be judged purely on the number of sales made, says Samsung UK’s marketing and omnichannel director Annika Bizon.
Samsung Europe CMO Benjamin Braun explains how post-Covid marketing has become regarded as a “proper sales channel” with measurable impact.
Samsung’s UK marketing director says merging the business’s marketing and omnichannel teams has helped to bring the customer back to the centre of decision-making, with campaign engagement rising as a result.
Samsung Europe CMO Benjamin Braun explains how artificial intelligence is key to unleashing marketing potential and unlocking innovation.
Key figures behind Samsung’s UK direct-to-consumer proposition explain how the brand replicates the benefits of bricks-and-mortar retail online, how paid Search came to account for one in three website sales, and the secrets of an adaptive and successful brand-agency partnership.
With website sales now crucial for product brands and retailers alike, marketers have taken on the key responsibility of driving the growth in ecommerce channels.
Samsung Electronics’s Sharon Hegarty says breadth of experience can be as important as simply moving upwards when it comes to shaping a career.
Brands have seen a boom in direct-to-consumer sales as Covid-19 has impacted on the shopping journey, with increasing numbers of consumers experiencing the benefits of going direct, according to new research from BBH London.
Econometrics is increasingly being used by major brands to measure the effectiveness of their spend, with supporters claiming it has stopped marketing being seen as a cost. But are marketers taking its use too far without considering its shortcomings?
Since taking on the European CMO role, Benjamin Braun has brought a focus on measurement to its marketing strategy, while also hunting for creative ideas that can demystify technology.
Martech may overpromise, but it is marketers’ fault for not really knowing what they want, says Santander CMO Keith Moor.
Samsung believes we are not far away from the mainstream adoption of multi-branded smart tech with the power to turn our homes into connected spaces but admits there are still privacy and security concerns that need addressing.
To cope in a volatile world, marketing leaders must be prepared to embrace change and feel able to ask for help, according to Diageo CMO Syl Saller.