Agile - can do - flexible

MARKETING TREND On March 18, more than 500 marketing enthusiasts met at the 25th Marketing Trend Conference of the Gesellschaft für Marketing - GfM at the Dolder Grand in Zurich. A review by Christoph Oggenfuss*.The announcement of top-class speakers promised an exciting day. However, in his introductory speech, Gfm President Ulrich H. Moser already talked down the radical nature of (digital) change and put those present in the mood for continuous change. Actually surprising, since the event was paraphrased with the title "Marketing transformation - digital, global, radical".

Prof. Dr. Marcus Schögel emphasized in the introductory lecture of the Gfm conference, the necessity to listen better.The introductory presentation by Prof. Dr. Marcus Schögel offered a rich and stimulating fireworks of central statements. Schögel emphasized the need to develop "listening quality", to ask the right questions and pointed out the convergence of marketing and technology. He also explained the central role that executives will play in the upcoming marketing transformation.The following contribution by Dr. Steven Althaus of BMW focused on "Project i" with the electric vehicle and the associated redefinition of the claim "Joy of Driving." Althaus was able to credibly demonstrate that the i project is not a pseudo-green fig leaf project, but a fundamental redefinition of mobility at BMW.Digital LeadersIn his presentation, Manuel Nappo, Head of Social Media at the HWZ, did a commendable job of clarifying what disruptive really means in the context of innovation. In doing so, he made reference to the "inventor" Prof. Clayton Christensen from Harvard Business School with his bestseller "The Innovators Dilemma". Disruptive innovations are products that were previously complicated and expensive (example: mainframe computers) and have recently become simple and inexpensive (example: personal computers). His second message was about the profile of the digital leader - currently still a rare species among executives. And this is exactly why the study program at the HWZ is so important, so that the digital talents are prepared in time for the upcoming tasks in business and society.The high level of content of the first speakers was then somewhat compromised with the contribution of Holger Rust. He succeeded in presenting his personal confusion with our increasingly complex world in an absolutely authentic way, and with good entertainment value. But from a senior editor one may surely expect structured content and some key statements. Linguistic virtuosity alone does not absolve the speaker from an in-depth examination of content.All in all, this year's Marketing Trend Conference offered a well-coordinated potpourri of instructive contributions with relevant food for thought and helpful practical references. Pictures and more info at http://www.gfm.ch/de/home/25.gfmmarketing-trend-tagung-impressionen.htm.