Director, Digital Marketing at TCL
Website Address: www.tcl.com
Each week on “Marketing Champions”, our host talks to marketing experts across the country. This week our host speaks with David Lux from TCL.
To learn more, check out https://www.tcl.com.
What is your company Elevator pitch when talking about your company?
TCL’s best known for TVs and we’re among the top 2 best-selling TV brands in the US. But more than that, our mission is to bring joy and simplicity to our users through the thoughtful execution of technology.
What is the biggest change in marketing that you see coming in the next 2 years?
Two things, really. First, is that omni-channel strategies are going to be increasingly important. Coming out of the pandemic, consumers are certainly shopping more online, but it hasn’t been the death of brick-and-mortar. Stores are still places to do research, to see products before you buy later online, or vice versa where you pick-up the product you purchased online.
Second, the philosophy of “mobile-first” is going to give way to “mobile-must” in marketing. No matter where or how shoppers choose to make a purchase, chances are that our smallest screens are going to play a big role in that journey. So, optimizing for mobile – whether it’s vertical orientation of imagery, creation of short-form video, or even voice search and augmented reality – is going to be critical.
What is one tip that you would give when it comes to digital marketing?
Know your audience. You can’t be everything to everyone. It helps to understand your users and who’s needs you’re trying to solve for.
What is the main pain point that you solve for your customers?
From award-winning televisions, to phones & tablets, or even appliances like air conditioners, our brand is making technology that inspires our users and helps them enjoy more of what they love.
I’m trying to simplify the users’ path to purchase, make our brand accessible, and make it easier for shoppers to understand how our products solve what they’re looking for, whether that’s to create an amazing home theater experience, to improve air quality at home, or get immersive audio in their living room. What that boils down to is getting the right content to shoppers at the right time. It also involves figuring out the gaps in content and scaling the creation and delivery of unique content for every stage of that shopper’s journey. That’s what me and my team wrestle with every day.