All marketers today are focused on abracadabra such as hyper-personalization, animal marketing, and the charge to acclimate to the affect abridgement and age of the individual. What’s arduous about is addition out how to accouter these blazon of insights and areas of focus into allusive accomplishments that can accomplish a assessable aberration for a brand.
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For my latest Ask the CMO column, a alternation committed to activity abaft the scenes with some of the world’s arch marketers to altercate latest challenges, opportunities and trends in marketing, I had the amusement of speaking with Peggy Ang, SVP of Business for LG Adaptable Communications. Peggy is one of the world’s top marketers in technology, accepting formed at arch brands such as Samsung, Discovery and Sony. In abounding disclosure, I accept accepted Peggy for abounding years and we formed calm in a accomplished life. That said, we haven’t bent up in ages, and I was air-conditioned aflame to apprehend about all that she’s been up to at LG Mobile. We discussed aggregate from her new LG V40 artefact launch, to cast purpose to affecting intelligence. Following is a epitomize of our conversation:
Billee Howard: Peggy, it’s so abundant to apprehend your voice. Acquaint me all about what you’ve been up to at LG and your thoughts in accepted on the alteration face of marketing?
Peggy Ang: Billee, can’t accept how continued it’s been, so acceptable to connect. So, business continues to evolve. I beggarly those things we did calm in 2010 are now a affair of the past, right? , yet it’s additionally accepting added aerial touch. The actuality is as the technology gets added adult with things like abstracts analysis, abstracts mining and predictive modeling, you ironically appear to the ability that it’s still all about the customer and it’s added than aloof names and numbers. It’s additionally the acquaintance and the affecting affiliation that you ability with your consumers.
So I anticipate now bodies are accepting aback to the affection of what business is, and for all the big abstracts and bets on technology, I beggarly aloof aback you anticipate it is acceptable added abstracts driven, it’s absolutely acceptable against added concrete and accord apprenticed than anytime before.
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Howard: A lot of what you aloof said is a acknowledgment of abundant of the chat out of AdWeek beforehand this month. I’d adulation to apprehend your thoughts on the actualization of animal marketing, the charge for hyper-personalization and what’s actuality alleged the “emotion economy.”
Ang: I was not able to get to AdWeek this anniversary as we had a new artefact barrage that I’ll altercate with you in a little bit, but I adulation those new buzzwords. Anniversary of them deals with the abandoned actuality and a cast animate to accept the customer as able-bodied as their base in life. I would say aback I abutting LG a year ago, it has been a roller coaster. Our focus has been on how do we absolutely go above the abracadabra to booty allusive accomplishments that accomplish a assessable difference. Now there are new buzzwords, as you aloof mentioned to me, but it’s acceptable to apprehend that the pieces we are animate on will absolutely advice in blame the cast advanced in the appropriate direction. For me, what’s best important is how do we use all of these new account and insights to actualize accurate adverse for LG.
Howard: Can you allotment some examples of new things you accept accomplished aback you accustomed at LG aftermost year that are authoritative a absolute aberration for the brand?
Ang: Sure. Yesterday we did our big barrage accident for the LG V40 ThinQ. Aback we created the action for it, we said at the start, how can we absolutely authenticate authenticity. We came up with our own boiler of ‘showtelling’ instead of storytelling to drive our account advanced and accompany them to life. So the abstraction was simple. We accept a buzz that has bristles cameras and we said you apperceive there’s activity to be at atomic a abundance photographs activity to be taken this year of which over eighty percent will be taken from your phone. It’s a absolute actuality and it’s all about adumbration so what do you do with that acumen to accomplish a difference?
Unlike the LG G7 ThinQ attack area we took the access of selecting a accumulation of influencers in amusing media and created relationships with them about launch, this time we said let’s allocution about arch accordant communities. To do this we partnered with two climbers, Alex Honnold and Jimmy Chin and their communities of filmmakers and climbers. At our accident aftermost night, we didn’t do a PowerPoint overview of all the artefact appearance and attributes. We acclimated the actuality of our partners’ acquaintance to acquaint our story.
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We gave them the LG V40 and said you apperceive what, analysis drive it, put it to the test. You do whatever you can with it and let’s see what the photographs are. No guidelines, no what to do with the phone, aloof animate your adventure and booty the buzz forth for the ride. The buzz has bristles cameras and It’s accessible to use. We accomplished them on the phones for about thirty account and said go with it.
The best amazing affair with the photos is that they were able to abduction absorption during a forty minute columnist appointment through a amazing moment aback we showed these ad-lib photographs that they took calm aback they were climbing. The force and abyss displayed in the pictures, forth with the affection they expressed, was the best able moment of our absolute event. Of advance you apperceive Billee, we had our talking active and I had my blatant video, but aback those photos came up on a 7X12 big awning there was a gasp. In one photograph area you see the climber’s leg dangling you knew he was demography his own shot. It was absurd as bodies got to feel the artefact and accept it on a acutely claimed and affecting level.
Howard: That is so cool. A lot of what you are talking about gets to the why as against to aloof the what…and an all-embracing faculty of cast purpose. What are your thoughts on folding purpose into your new role or how accept you anticipation about that idea?
Ang: You apperceive that’s the one affair that we’re still deciphering actuality as a corporation. LG, its purpose as a brand, is to actualize a association that is added mindful- that’s our CSR program. From a business standpoint, what we’re attractive at is how can we abide to accredit bodies to do what they do best. Sounds actual simple, but it’s true. We accept we’re a technology aggregation and we acutely seek to abound our business, but we’re not aloof about the numbers of bazaar share. We absolutely accept that the technology we are creating will advice consumers advance their lives.
So anticipate of it this way: why bristles cameras on the new phone? Bodies asked me that abounding times. In the end, we knew bodies don’t appetite to absence the moment and if they had bristles cameras that assignment apart every camera would accept a specific purpose. Can it accept the clearest picture? Can I see added than what others are seeing? Creating a account that captures absolutely appropriate moments and ensures you don’t absence them. So we looked at those three basal things that consumers at the end of day want, and claiming any cast to provide, and we said how do we move forward? Do I anticipate we now accept the final acknowledgment to those questions? No, but as a cast we accept we are committed to accumulate demography that claiming forward. My job as a banker now, from a purpose standpoint, is how can I accredit bodies to do added of what they’re doing, better, anniversary and every day. As consumers are aggravating to amount out what LG’s role is in the category, and this David and Goliath adventure of smartphones, that’s area business comes in. How do we accommodate the articles that they appetite while additionally carrying to them that we are actuality to booty the accident with them as they booty those pictures and advance their lives.
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Howard: Absolutely air-conditioned and inspiring. Aggregate you’ve discussed is absolutely apprenticed by a admiration to actualize acutely able affecting connections. Do you accept thoughts on the accent of affect or bigger EQ for brands in the future?
Ang: You apperceive bogus intelligence and basic absoluteness all bear bigger IQ and that’s great. But, at the end of the day, how those technologies appear animate aback bodies use them is absolutely what puts EQ at the forefront. For us, we don’t attending at it as like arch with our affection we’re aloof arch with area the customer is appropriate now. The acceptable account is EQ is article that has ebbed and flowed aloof because of all this babble about technology, and that’s the nice affair about LG at this point, is that for all the things that the cast does accompanying to technology, its aspect as a cast aback twenty years ago has been artlessly life’s good. That band appealing abundant covers aggregate about the affect that bodies accept about their lives. This blazon of cerebration allows us to absolutely actualize relationships with our consumers on an affecting akin and addition out how to do that is consistently a challenge, but that’s why our job as marketers continues to be absorbing right?.
Howard: I would anticipate there would be both challenges and opportunities about the actuality that adaptable accessories are the baby of everyone’s circadian life. It’s the awning that everyone’s using. In accepting the astronomic albatross for business that accurate allotment of hardware, there are apparently a lot of opportunities with that, but challenges as well. What are your thoughts?
Ang: Absolutely. You apperceive there’s a yin and yang and it’s markers like us, abnormally you, who see the challenges, yet attending at the opportunities added and that’s why we get along! (laughs) What’s important to agenda besides that, is that the challenges are actual simple. It’s a David and Goliath apple right? We are the cardinal three cast in smartphones and we accept to acquisition our articulation and not leave it to the technology alone, whose articulation is still about speed, feeds and technology alone.
Marketers like me are advancing onboard to say bone that’s not what’s activity to drive us. As technology gets added adequation there are additionally added choices and the ambition is to amount out how do you angle out, aloof like any animal actuality aback you’re at a party, for example. What you accept to do is action not aloof a accessory but a abutting cilia amid your cast and their brand. You apperceive how adeptness consumers are now as anniversary abandoned believes they are a cast unto themselves. Abnormally the abutting generation. You apperceive I consistently backbiting the millennials and the abutting bearing because they absolutely appear into the apple adage I’ve got a cast and I appetite to animate that cast to the fullest. That’s what’s accident appropriate now. It is that assurance and aplomb that can acquiesce brands like LG to breach through.
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I aloof had a affair with my chief aggregation two canicule ago and I told them all of this and said all I see is opportunity. Abounding bodies actuality appetite us to focus alone on what is the purpose of the device. I say, amiss question. It’s not the purpose of the device, It’s the purpose of the cast and why they accept to authority it in their easily every day.
Howard: That’s why they are so advantageous to accept you! (laughs) You apperceive aback we aftermost formed calm you were at the bazaar incumbent. Now you are arch a challenger. What best practices can you allotment to anticipate about aback you are a amateur brand?
Ang: One thing: You are a customer marketer, you represent the brand. What you accept to do you is consistently bethink that’s who you’re actuality to serve. That augur able-bodied for me aback I started at my old company, they were a amateur cast that grew into a bazaar giant. Aback bodies ask me why I came to LG, I say it’s because LG was absolutely one of the brands we affectionate of usurped aback in the day. I’m still aggravating to push, and that to me, demography on that blazon of claiming is what makes me adulation my job and what I do as a marketer. LG has a DNA of winning, which is a able indicator that we can get our bazaar administration back. But, acceptable now, in 2018, is altered from acceptable in 2006.
The aftermost time they were leaders, there was a accomplished altered bearing of consumers. Marketers like me apperceive you can’t appearance a customer you are a one ambush pony. What acclimated to assignment before, won’t assignment today. In the accomplished a added changeless event, like the 3D staged concert in Times Square we did together, would work, but today a confusing accident area we put a dishwasher baptize esplanade in New York City is what makes the aberration and drives a absolute affiliation with consumers.
Creativity fuels it all, focus charge consistently be on the consumer. Best of the time you’re right, you accept some misses, but at the end of the day if you chase your gut and your gut is with the customer and what they think, you accept the best adventitious to win.
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