THE MARKETER QUARTERLY
SUMMER 2016 20 | MQ
formances: 2 Chainz and Lil’ Wayne, the Strokes,
and Elle King. All you needed to attend was to be
a Samsung owner. These types of experiences build
loyalty, and make Samsung stand out by making us
We use data and insights to create awesome experiences in other ways. We’ve built a “Command Center” to continually listen to and understand social
conversations and digital analytics, and respond in
a contextual and personalized way. For instance, the
Galaxy S7 is a water resistant device. We developed
a piece of social creative that showcased this and
only appears when people are in cities where it happened to be raining. This proved extremely relevant
MQ: What are the key marketing initiatives at
Samsung this year?
GM: A major initiative is to advance the journey to
make Samsung become a truly aspirational brand
that is human. We’re doing this by, among other
things, driving brand consistency across products
and consumer touch points and creating content
that is ownable.
Another key initiative is to develop the capabilities to market across the owner’s journey, to enable us to speak to consumers in a personalized and
contextual way. The example about communicating
about the water resistant feature of the Galaxy S7 to
people when it’s raining outside is a good example.
Another is customer care. We developed the Sam-sung+, which allows people to request live video
customer support on their phone whenever they
need it. Its customer care, on the owner’s terms. We
also have a customer care experience at our Samsung experiential center in New York.
A third strategic marketing initiative is to market
the ecosystem of products, content, services, and
experiences. When there were step-change innova-
tions in mobile devices every year and the market
was growing 80 percent annually, we could market
the newest and greatest features and specs. We’ve
changed the playbook with the new market condi-
tions. We’re now marketing specific combination of
products with meaningful services and experiences
that deliver a relevant consumer benefit. The Galaxy
S7 launch was a first example of the new playbook
in action. We launched with a free Gear VR offer in
a national promotion. We were able to show people
that the Galaxy S7 is the gateway to virtual reality,
and will continue to deliver this message with other
parts of our ecosystem in the near future.
A fourth important strategic initiative is to execute
across retail with excellence. We work very closely
with channel partners to ensure that the customer’s
in-store experience is awesome, and relatable to the
experiences they might have with the brand across
other touch points. Earlier this year, we opened up
Samsung’s flagship space for North America, Samsung 837, in New York. This is where people can
connect with Samsung technology, with our products, and with our services in an interactive and im-mersive way, and allows us to try new concepts that
we can then bring to our channel partners.
MQ: How does the Galaxy S7 give you an ad-
vantage in a competitive market?
GM: The Galaxy S7 and Galaxy S7 Edge are
groundbreaking devices that are quite simply the
best in the market today. They have an impressive
camera that’s incredibly fast and seamless, even
in low light. The screens feature slim designs that
fit comfortably in the palm of your hand. You can
charge the phone wirelessly. You can even soak
your Galaxy S7 in water, or pour champagne on it.
The Galaxy S7 and S7 Edge specs and features are
incredibly powerful, but that’s not all that makes
them competitive in the market. The Galaxy S7 is
also a virtual reality machine that enables you to
explore new worlds, a mobile wallet that lets you
pay almost anywhere, and live life through a new
lens with the Gear 360 camera. The S7 is not just a
phone, it’s a Galaxy.
MQ: How do you manage work-life balance in
an always-on world?
GM: I’m learning as I go along. I like to think that
work and life don’t have to be differentiated from
one another. It’s all living. I try to put everything
I have into a holistic and rich life. I’m fortunate to
enjoy what I do, which makes this approach easier.
That being said, I make sure to spend time every
weekend disconnecting from work to spend time
with my family and relax. Regular vacations are also
a must! MQ