We’re inundated with new developments in technology and automation, but does that make us more efficient?
Neil Mandell, Senior Digital Marketing Manager at Samsung, believes that this is the year of efficiency.
In this week’s podcast, he chats to Tom about:
- Why we need to lean into AI
- How the community of Samsung loyalists contribute to business growth
- What Samsung’s cookieless strategy might look like
As Google announces its Privacy Sandbox will be available within months, it’s a timely one!
Find out how Samsung is growing an ecosystem of loyalists
Q&A with Neil
What do you consider your greatest achievement?
Professionally just having the opportunity to join a brand as large as Samsung is definitely up there, on a personal level I used to play in a band and was pretty proud when we played Reading & Leeds Festival.
What’s the biggest business challenge that you’re facing in 2023?
Naturally with the cost-of-living crisis we need to consider how we continue to drive growth when many consumers are looking to make savings.
This includes how to drive efficiency improvements in a very competitive industry and also how we message to users differently to engage with current mindsets.
What is your secret weapon when it comes to business growth?
Having a clear strategy where the direction is aligned with everyone working in the team – both from a senior level through to my team, our agency and our media owners.
In your eyes, what is the role of marketing?
Most simply to talk to consumers. This can include reaching them for the first time through awareness tactics, engaging with users who may be open to many brands, or ensuring that someone who is very likely to purchase makes an order through your brand rather than pivoting at the last minute.
What role have your customers played in your business success?
Our customers are hugely important for our brand. Sitting in the DTC team alone, we’ve driven our share of business growth from 6% in 2019 to 14% this year and a key pillar to the strategy has been the evolution of how we’ve interacted with our base.
At a broader level, our Samsung loyalists are the reason why people keep coming back to purchase the latest smartphone, or upgrade to a new TV. The Samsung ecosystem is vital to our growth but this wouldn’t be possible without our existing customers.
What is your idea of perfect happiness?
Being comfortable with some cosy clothes in front of the TV and living a stress-free life.
What is your greatest fear?
I have a horrific fear of mice and rats.
Who are your heroes in real life?
My parents, Tyler the Creator is up there from an artistic standpoint, and how can I forget both Harry Kane and Heung Min Son?
What is your greatest extravagance?
Probably travelling. I’ll be doing lots in 2023 so very excited to explore some new countries.
Which words or phrases do you most overuse?
Hmm…maybe ‘let’s not make a meal of this’, or ‘everyone needs to relax’. When it comes to work, usually it’s telling people to chill out in some shape or form!
What or who is the greatest love of your life?
My girlfriend Eloise.
What is your most marked characteristic?
Funnily enough our team recently ran one of those personality tests as a group working session. My top characteristic usually comes out as analytical.
What is your greatest regret?
Not making it as a professional footballer. I was given the hard reality when I realised I couldn’t even make my school team but one can dream!
When and where were you happiest?
My girlfriend and I went to Greece last summer and got way too hyped when we first arrived at the hotel after the flight and were handed a drink and some crisps in front of an amazing view.
