Samsung Australia's Tailored B2B Digital Marketing Strategy
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Samsung Australia, a subsidiary of the global technology giant, Samsung. Samsung Australia operates in the B2B sector, providing a range of technology solutions to businesses across various industries. The company is committed to delivering tailored solutions that meet the unique needs of each business, while also ensuring their security. Samsung Australia recognizes the need for a diverse choice of mobile solutions, acknowledging that not all staff are the same. The company is dedicated to creating a paradigm shift from focusing on bottom line profit to prioritizing customer experience.
The Challenge
Samsung Australia was faced with the challenge of providing tailored solutions to individual businesses in a B2B world where the ‘one size fits all’ approach was no longer effective. The company needed to address the unique needs of each business, while also ensuring their security. The challenge was to move away from the conventional approach and to acknowledge that not all staff are the same and that businesses need a diverse choice of mobile solutions. The company was tasked with creating a paradigm shift from focusing on bottom line profit to prioritizing customer experience.
The Solution
Samsung Australia responded to this challenge by launching the B2B campaign ‘Your business, your rules’. This campaign disrupted conventions and highlighted the progressive business model. It acknowledged the diversity of staff and the need for a diverse choice of mobile solutions. The campaign was delivered via digital channels appearing across Linkedin, Facebook and YouTube, supported with a new website. It included bespoke content and real case studies targeted to key verticals including Hospitality, Healthcare, Transport and Government. This newly crafted bespoke local approach to B2B was a significant shift from the traditional focus on bottom line profit to a focus on customer experience.
Operational Impact
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