The consumer electronics giant, which last week overtook Apple as the world’s most profitable mobile phone company, is looking to hire 20 additional marketing staff in the UK to work on channel and brand marketing activity.
The hiring spree follows an internal restructure that took place earlier this year, which saw its digital imaging and note PC computing business move from the consumer electronics and IT solutions divisions respectively into the high margin IT and mobile division.
While the restructure did involve the loss of some staff by way of consolidation, the marketing and commercial teams have expanded as a result.
Ines van Gennip, Samsung UK and Ireland IT and mobile marketing director, told Marketing Week the internal changes are likely to be reflected outwardly with more integrated marketing campaigns across Samsung’s range of products.
She says the Smart TV and smartphones will be the “obvious” tie-up, but Samsung will also be focusing on driving the connected camera story, particularly following the launch of the Galaxy NX – which the company bills as “the world’s first 4G interchangeable lens connected compact system camera”.
Recently Samsung partnered with Carphone Warehouse to launch a bundled phone, tablet and camera tariff, with more similar propositions mooted this year.
Van Gennip says: “Consumers used to go into Carphone Warehouse for a phone and then walk out and buy their camera and tablet separately. Now we are talking about how these devices are connected on the same Android system. Giving consumers the opportunity to buy three devices at the same time on one monthly tariff is groundbreaking in the UK and has worked well before for us in the US.”
Content is also “crucial” to drive the connections between the Samsung family of devices. Van Gennip says the company will soon be launching “demographic bundles” to offer digital content packages relevant to different groups – such as sports fans or urban city-dwellers.
Samsung is also set to launch a Facebook log-in service-led app to sit across all its devices to allow consumers to health-check their phones, receive relevant download offers and information related to their devices as part of its strategy to join up its range of products.