Samsung on effectiveness: Conversations with the CEO and CFO have matured
Molly InnesSamsung Europe CMO Benjamin Braun explains how post-Covid marketing has become regarded as a “proper sales channel” with measurable impact.
‘What worked in the past won’t work in the future’: Why Samsung united its marketing and omnichannel teams
Michaela JeffersonSamsung’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.
AI should free up marketers to think big and solve business problems
Benjamin BraunSamsung Europe CMO Benjamin Braun explains how artificial intelligence is key to unleashing marketing potential and unlocking innovation.
Marketing That Matters: How Samsung built up its direct-to-consumer business during Covid-19
Marketing Week ReportersKey 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.
Marketers are the key drivers of ecommerce sales
Benjamin BraunWith website sales now crucial for product brands and retailers alike, marketers have taken on the key responsibility of driving the growth in ecommerce channels.
‘Up is not the only way’: Samsung’s top marketer on the value of breadth
Matthew ValentineSamsung Electronics’s Sharon Hegarty says breadth of experience can be as important as simply moving upwards when it comes to shaping a career.
Consumers open the door to DTC success in a post-pandemic world
Matthew ValentineBrands 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 gives marketing commercial currency but is it being overused?
Sarah VizardEconometrics 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?
Samsung’s mission to make its marketing more scientific
Ellen HammettSince 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.
Santander CMO: Martech is oversold, but it’s marketers’ fault
Charlotte RogersMartech may overpromise, but it is marketers’ fault for not really knowing what they want, says Santander CMO Keith Moor.
Samsung sees smart homes as a ‘gamechanger for loyalty’
Charlotte RogersSamsung 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.
Diageo’s CMO on how marketers can succeed in a volatile and chaotic world
Charlotte RogersTo 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.
Samsung’s CMO on why ‘not being tech savvy’ is an advantage
Russell ParsonsDespite working at one of the world’s biggest tech brands, global CMO YH Lee believes her background in consumer goods has helped the brand shift its marketing focus from product back to the customer.
The emerging tech that promises to disrupt marketing
Marketing Week ReportersMarketing Week Explores: From the crypto world of Bitcoin and blockchain to virtual reality and 5G, we look at the tech developments set to shake up marketing.
The next era of mobile: Marketing revolution or tech fetishism?
Ellen HammettAs smartphone sales growth declines for the first time, mobile brands are looking to innovate and push boundaries like never before. But are consumers ready?