Continual development in the technology market has led to increasingly tough competition as each new launch provides users with more choice – from Samsung’s latest folding smartphone to the much-anticipated iPhone 14.
With new launches throughout the year, there is always the temptation for users to jump ship to make the most of the newest models, biggest screens and most on-trend colours – with newcomers to the sector seeing some users jumping ship from their preferred brand as they check out the competitor.
Of course, new products equals a big new marketing push.
Tech giant Samsung recently launched its latest updated foldable products range. Led by Samsung’s marketing and omni-channel director, Annika Bizon, the launch saw it opening its doors to to a brand-new experience space, filled with immersive, interactive adventures created specifically to be enjoyed on its latest devices.
Bizon heads up the mobile marketing division for Samsung, after joining the team in June last year, having previously held senior positions at 20th Century Fox and, most recently, at Three UK, as GTM and channel management director.
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What makes Samsung’s marketing different?
“We get into so much more detail around who are customers are, where they are and how they shop,” Bizon says.
“We’ll look at that in incredible detail, not only before launch, but also we do deep introspection post launch.”
Whether or not a marketing campaign succeeds, and marketing team will typically critique themselves and ask ‘What could we do better?’ and ‘What could we do differently?’
However, Bizon asks herself and the team ‘What didn’t we engage in the right way?’
On Samsung’s partnerships
“We’re always looking for partnerships which offer different ways of doing things,” she says.
This comes just days after TV personality and podcaster Fearne Cotton and Footballer Raheem Sterling signed a 12-month contract as Samsung’s brand ambassadors.
As a result they will be fronting the latest devices in Samsung’s foldables range, the Galaxy Z Flip4 and Z Fold4.
Bizon adds: “We’re delighted to be working with two such incredibly influential and talented names to help showcase the power of technology in helping people push boundaries and fulfil their passions.
“As an inspirational Premier League superstar with a passion for helping those from disadvantaged backgrounds, Raheem will utilise our innovative devices to help bring communities together. Whilst through her enthusiasm and creativity Fearne will showcase how technology can make wellbeing accessible to everyone.”
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As part of this new venture, the pair bring to life how Samsung’s futuristic and innovative technology and ecosystem can help people fulfil their passions.
Samsung recently opened its doors to the Samsung Galaxy Unpacked Experience in London’s Piccadilly Circus.
Immersive retail is also something Bizon believes is the future of marketing, as currently century strategy is “losing the connection” with consumers.
“Customer experience is at the heart of everything we do at Samsung,” Bizon says “The technology-meets-lifestyle destination is designed to encourage our customers to get hands-on with our latest devices, and here really is something for everyone.”
Commenting on the store, Bizon says that the move is a “big test” for the company.
“We built out an immersive experience within a big store environment, and our main question was, how can we show someone the ecosystem of products?
“How can we show somebody how to how to actually connect their phone or property? How do we show them switching in a legitimate way? So that’s a version of product partnerships,” Bizon adds.
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On Samsung’s future marketing plans
From big TV ads to appealing to a whole new audience in social media.
“Just being going from being our voice and our advertising top line, which we will always do, and you will always have our big TV campaigns, how do we go through the funnel of social media?
“How do we really connect with our consumers in an always on way, and that’s really important?”
Bizon heads up both the marketing and omni-channel arm of the businesses, which joined forces in December last year, as a result, Samsung can now have “one very authentic conversation with customers”, she claims.
The marketing and omni-channel director adds that Samsung will be focusing heavily on the Gen Z market.
She questions: “So, who are they? How do we talk to those people in an authentic voice right at the top of that, because for me it’s otherwise just noise.
“You’ve got to talk somebody in their tone of voice that makes sense to them, thats why we’re going to do massive deep dives into this, to understand the generation more.”
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On the future of marketing
“I don’t think people are always thinking about those connections in the right way,” Bizon says.
However, one thing Bizon is confident about is Samsung will be “doing more” brand partnerships moving forward.
Bizon believes marketing is going to become more personalised than ever before, meaning that the customers journey will become more personalised by understanding the consumer’s journey.
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