The article highlights Michael Durey, marketing and strategy director at Samsung Electronics UK, as part of The Drum Awards' Judge of the Day series. Since 2018, Durey has significantly enhanced Samsung's direct-to-consumer strategies, increasing market share from 3% to 15%. He stresses the need for CMOs to adapt to scrutiny over marketing effectiveness and advocates for building relationships with CFOs to demonstrate marketing value. Additionally, Durey believes that AI will play a transformative role in the future of marketing, although clarity on its forms remains uncertain.
Since joining Samsung in 2018, Michael Durey has played a key role in the brand's direct-to-consumer acceleration, growing its Share of Business from 3% to 15%. His focus on aligning digital and customer marketing with e-commerce best practice has helped unlock highly converting traffic across Samsung.com, closed user group platforms and mobile app experiences. This immense growth underscores the potential for strategic marketing alignment in enhancing consumer engagement and driving business growth.
Scrutiny over Marketing Effectiveness and the impact of declining Marketing Investment are seen as the most significant challenge for CMOs today. Understanding these dynamics is crucial for navigating the current marketing landscape.
The evolution of AI is expected to be transformational for marketing teams, representing a significant shift that could usher in considerable changes in the industry. Future prospects appear more optimistic despite recent challenges.
To better demonstrate value at the C-suite level, marketers should develop relationships with CFOs, understand their KPIs, and communicate in a way that resonates with their financial priorities.
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