KAMIST

Samsung: Charity Has Never Been This easy

Hello, OptiMIST People!

Back at it again with KaMIST! Your weekly dose of insights into the latest marketing trends. In this week’s KaMIST we’ll dive more into how Samsung uses ads to make charity accessible for everyone.

Ever heard of the UN’s 17 Sustainable Development Goals? These are goals designed to tackle inequality, eliminate hunger, and sustain the environment by 2030. Following this, Samsung, one of the most recognizable names in technology, has taken this chance to contribute to the SDGs. In 2019, they launched the Samsung Global Goals App. Designed to give users power to donate to UN backed charity organizations, the app is now pre-installed on over 200 million smartphones worldwide.

This is an amazing outbreak from Samsung, considering how essential it is right now for companies to impart in SDGs realization. The app enables users to donate $0.05 for every ad they watch. They can even watch when their mobile devices are locked or charging. Greater number of interactions with videos means more money generated for the donation through Samsung. 

According to Benjamin Braun, Samsung Europe CMO, an outstanding $4 Million had been raised for the UN since the launch and the numbers are only getting bigger day-by-day. Samsung also partnered up with a subsidiary of ad tech giant InMobi Group in some Asian regions to display ads from big name companies such as McDonald and Nike for this lock screen feature. However, Samsung has made sure to put users’ privacy at the forefront of its operation by only allowing ads to appear if users allow them to.

With only 8 years left for the UN to achieve the targets set in the Global Goals, Samsung brought a group of young innovators from the UN’s Generation 17 group to this year’s Cannes Lions to help other advertisers understand how to build a more sustainable future. Although Samsung does have its complicated track record with sustainability,  Samsung is committed to redeem itself by solely focusing on making Samsung’s lock screen as a tool that will enable the UN to make greater progress rather than seeing it as a potential commercial opportunity. 

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.