Attract the attention of customers
Providing orientation
"Both organizations deal with the concrete, but also the long-term consequences of the digital transformation and the fields of action for companies that are preparing for the future framework conditions from different perspectives and fields of expertise," explains Stephan Sigrist, founder and head of the think tank W.I.R.E. "The aim of the study is to provide orientation in the highly dynamic environment, to examine the important developments that will shape the marketing of the future openly, but also critically, and to develop possible scenarios based on this that will shape the future of digital marketing, knowledge transfer and communication."
The new role of marketing
The digital tornado is transforming marketing and communication at high speed. At the heart of the change are automated processes that not only enable efficiency, but above all an increasingly precise personalization of content and messages.the new role of marketing is the orchestration of digital strategies for companies. "This also requires a critical analysis of the effective potential of new technologies. Because not everything that can be digitized has to be digitized. And data is not the new gold per se, but only if it brings benefits for customers or society," explains Stephan Sigrist.
Seven scenarios
The study outlines seven scenarios for the digital marketing of the future and defines specific fields of action that should help companies to exploit their opportunities in digital customer interaction. The following is an excerpt from these scenarios.
Platforms are power
The market power of digital platforms for the presentation of products and services is growing. This opens up access to global target groups, but decouples brands from direct customer contact. Own channels remain relevant as a source of orientation and differentiation.
The 4th dimension
The communication of content and messages is shifting to the physical and virtual space expanded with digital interfaces; smartphones and two-dimensional screens are taking a back seat in the long term.
La Marque, c'est moi
As personalization progresses, brands are increasingly geared towards individuals. Content and products are tailored together, redefining the hierarchy of brand and target audience.
Bots against bots
The robotization of marketing through social bots opens up new dimensions to further increase the frequency of messages. As a result of the sensory overload, messages will be intercepted and filtered by customers' smart bots in future.
The age of values
The spread of social media is replacing traditional marketing as a source of product information. Instead of subtle or active influence, the focus in future will be on credibility thanks to value-based positioning and long-term customer loyalty.
Kill the noise
The excessive demands of digital noise, but also the sensitization to the dependence on digital devices, lead to new marketing principles that do not focus on speed, but on a reduction to relevant content.
Differentiation by the brain
Marketing is becoming data-based and automated. However, differentiation is achieved through people and machine teaching. This requires, among other things, the continuous manual adaptation of training data for algorithms in order to increase the quality of their output.
Conclusion
"What the work on the study has shown: It is essential for companies to develop an independent positioning based on their DNA. But only the combination of the human ability to tell original stories and the use of intelligent tools leads to success. So it's not about 'man or machine', it's about the skillful combination of both," says Catherine B. Crowden, Marketing Manager at BSI. here free of charge be ordered.
