VP Marketing & Demand Creation, Samsung
Executive Global Group Director, Merkle
The business technology landscape is changing. Most companies employ a bring-your-own-device program for smart phones, moving the purchase decision from IT directors to the actual end users. This shift presents a burning question every brand has had to ask themselves: “Who are our customers, what do they care about most and how can we best position our brand to meet their needs?” Samsung’s innovative solution incorporated psychological customer profiles, future state journey design, and a customer-centric messaging strategy that ensures each business end user’s brand experience is more relevant and optimized to them.