"UBER-flieger" Joachimsthaler: into the digital age with drive and empathy

Erich Joachimsthaler from Vivaldi Partners.FROM CHRISTOPH OGGENFUSS*Let's get straight to the point: The organizers, led by Ulrich H. Moser, President of the GfM, succeeded in inviting a diverse group of speakers on the topic of the day, most of whom presented stimulating, relevant and topical content, some of which was also presented theatrically, such as by Erich Joachimsthaler from Vivaldi Partners.The good opening presentation by Professor Torsten Tomczak from the University of St. Gallen had, as was to be expected, provided a helpful outline and basic thematic structure. The subsequent contributions were thus able to establish recognizable references, which was helpful for understanding the context, not that all the presentations were mutually contradictory, quite the opposite. In any case, there was plenty of food for thought, and here are a few key statements to illustrate the content of the presentations:- "The two relevant areas of marketing innovation are the marketing mix and the business model." - Tomzcak- "The conversion rate as a key metric forces marketing and product management to cooperate." - Brand- "Mobile is still highly underestimated." - Brand- "From business efficiency to customer efficiency." - Joachimsthaler- "UBER arouses suspicion from cab drivers because it is breaking up a traditional, highly regulated market." - Jalali- "We were able to use a shitstorm through credible follow-up communication to regain trust." - Glisenti- "The what-if question as a creative approach." - Dru/CoppettiWhat was striking about showcases, such as the running shoe manufacturer "on", was that critical issues were not also presented in order to understand what lessons the audience could take away from them.the speakers also struggled with the term disruption this year. The term largely remained a buzzword in the room. However, the term developed by Harvard Professor Clayton Christensen twenty years ago is also well documented on YouTube and, in stark contrast to Erich Joachimsthaler's contribution, the speakers from Switzerland still have a lot of room for improvement in terms of empathy. Once again, Daniela Lager's moderation was charming, competent and entertaining - she definitely doesn't need any disruptive changes! It is to be hoped that the GfM can continue this year's thematically relevant appearance. Given the pace of digital change, this is a real challenge: www.marketing-trend-tagung.ch