DMA Indonesia: Samsung on marketing in the era of misinformation

With the rise of AI and social media, the world has steadily also seen the rise of misinformation. In fact, it was found that false rumors spread faster and wider than true information. 

The study also found that falsehoods are 70% more likely to be retweeted on Twitter than the truth, and reach their first 1,500 people six times faster, according to a study by MIT Sloan.

This could significantly impact how much consumers trust brands. In fact, for most Gen Z and Millennial consumers, digital customer experiences are now even more important than in-person experiences in building trusted relationships with brands, according to a study by Adobe titled Adobe 2022 Trust Report.

The study added that more than half (55%) of global consumers and 66% from APAC say they will never give the brand their business again when trust is broken. A majority of global consumers plan to spend at least US$500 per year with trusted brands - including 29% who intend to spend an additional US$500 or more per annum. 

As brands grapple with how to combat misinformation, Marina Frisca, head of marketing and demand generation digital appliances at Samsung Electronics Indonesia sits down with MARKETING-INTERACTIVE to share her strategies. 

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MARKETING-INTERACTIVE: How has the rise of misinformation and 'fake news' influenced consumer trust in brands, and what strategies have proven most effective in countering these challenges?

Frisca: In the electronics industry, particularly in our field, occurrences such as these are not uncommon.

My team and I conduct weekly market sensing to stay informed and proactively address any issues. This ensures that our consumers receive accurate information. Our actions range from refreshing sales talk to collaborating with influencers in marketing efforts

MARKETING-INTERACTIVE: Can you share specific examples of how your brand has adopted transparency and authenticity to build trust with your audience?

Frisca: We ensure transparency and authenticity by clearly stating disclaimers in our messages to prevent any misunderstandings for our consumers. Collaboration with our legal team ensures that all communications are accurately conveyed and not misinterpreted.

MARKETING-INTERACTIVE: With increasing consumer concerns about data privacy, how does your brand ensure responsible use of first-party data while still delivering personalised interactions?

Frisca: We always obtain consent from our consumers before collecting their data. We clearly state the purpose of data collection and use, ensuring transparency. All data is securely stored in our consumer data system for the purpose of enhancing our consumer experience.

MARKETING-INTERACTIVE: What policies or practices have you implemented to strike this balance?

Frisca: Our category (home appliances) presents a unique challenge where consumers do not typically register their products with us before use, unlike TVs and mobile phones.

As a result, leveraging stored data allows us to personalise campaigns based on consumer profiles effectively. However, to capitalise on new leads, we continuously gather data during every online and offline activity. This approach enables us to optimise and personalise campaigns according to evolving consumer profiles.

MARKETING-INTERACTIVE: In the current climate of heightened consumer awareness and active fact-checking, how does your brand ensure the accuracy and reliability of the information it disseminates?

Frisca: We regularly monitor social media sentiment towards our campaigns and engage directly with consumers in the field to see how our messages are resonating with them.

MARKETING-INTERACTIVE: How important is two-way communication in your strategy for building customer trust?

Frisca: Two-way communication is crucial in our strategy development process. We consistently conduct post-campaign tests to gather consumer feedback, allowing us to learn, gain insights, and enhance future campaigns. This proactive approach ensures that our messaging addresses and meets consumer needs effectively.

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