Samsung looks forward to a more consistent and focused online contact strategy
In a move aimed at providing a more consistent and focused online contact strategy with its customers, Samsung has chosen Merkle as its e-mail marketing agency. The latter will offer a range of services, such as strategy development, e-mail data management, creative design and campaign execution & analysis.
The relationship between Merkle and Samsung is going to be a cross-divisional one. It will cover Samsung Electronics Canada, Samsung Telecommunications America and Samsung Electronics America. Previously, Samsung employed many e-mail providers for these fragmented services.
“Samsung is keen on taking e-mail marketing to the next level,” said SVP & GM of interactive services at Merkle, Eric Kirby. According to him, Samsung is looking to vastly expand the breadth & depth of communications in its current permission-based e-mail marketing programme.
E-mail can assist Samsung, which doesn’t really share a direct relationship with its customers, ‘to both engage as well as deepen the relationships with them’, Kirby stated. He expects this to comprise employing e-mail as a means of conveying educational & new product information as well as for customer feedback.
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