"Paxiser-proven knowledge is essential to live marketing innovation"

Sabine Müller shares her knowledge of digital marketing on Twitter at @wallholz. MK Ms. Müller, you have been advising companies in the field of online and digital marketing for many years. What are the most important trends at the moment?SABINE MÜLLER In my opinion, customer-centric marketing is the buzzword of the moment. All marketing-relevant aspects of customer management are interwoven with the strategies and instruments of dialog marketing. Because "millennials" always have their mobile at hand. They have high expectations of brands and demand immediate, surprising, needs-oriented, relevant content and opportunities for interaction.MK Can you give us specific examples of digital marketing that you find particularly convincing?MÜLLER Essentially, the aim is for customers to break out of their passive consumer role and become part of the story themselves, curious to discover more content. This is achieved, for example, through integrated questionnaires or interactive elements.slaveryfootprint.org, for example, offers a step-by-step and individualized approach and in-depth exploration of content - the customer's own information is put into context with the awareness messages.Finland's travel guide site visitfinland.com not only offers breathtaking photos of the natural spectacle and travel tips, but also a number of playful elements such as the Finnometer temperature finder or the Finnscope horoscope finder.onsite personalization via geotargeting, via the visitor's click behavior on the page or through personalized retargeting and personalized search results, as we know them from Zalando, also contributes to the required customer focus.MK What requirements must a company fulfill today in order to be successful in digital marketing?MÜLLER Companies that want to successfully pursue digital marketing absolutely need support from the management. I am therefore aiming to prioritize and focus on the topic: developing a cross-divisional digital strategy, providing financial resources, know-how and resources, onboarding IT at an early stage and, if necessary, upgrading the technological basis, establishing a learning culture across all departments.MK How and where can you acquire digital marketing expertise?MÜLLER Of course, it is conceivable to acquire the necessary know-how through a course of study such as those offered by universities of applied sciences. There is also plenty to read online to quench your thirst for knowledge. Portals and specialist magazines such as t3n, mashable, Advertising Age, Wired and TNW News provide inspiration for day-to-day work. But it seems to me that practice is much more important than acquiring theoretical knowledge: only those who work on their concepts with curiosity, analyze and evaluate results, learn the interplay between owned, paid and earned media. Tried and tested knowledge is essential for living marketing innovation.MK What did your consulting work at the Namics agency involve?MÜLLER As a rule, my consulting work began with a meeting on site. The aim was to build up the client's trust and discuss the requirements of the project. The same understanding of the objective and the clarification of mutual expectations formed the basis for this, and once the project had started, my tasks included customer support and further development of the content of the mandate. This included, for example, developing campaign strategies and orchestrating the online marketing mix. I used the entire online marketing repertoire such as brand management, advertising, content marketing and storytelling, personalization, A/B testing or funnel optimization - with the defined conversion goals in mind.MK You have since moved to WWF Switzerland. What is your role there?MÜLLER As a fundraising specialist in the Public Marketing department, I am responsible for acquiring new members and supporters. I am tasked with developing, piloting and rolling out innovative acquisition concepts, as well as further developing the concept of annually recurring measures such as the "scatter throw".MK How will digital marketing develop over the next 10 to 20 years?MÜLLER In 2030, or hopefully much sooner, no one will differentiate between traditional, online and digital marketing. Marketing decisions will be prepared by data scientists who will be in charge of the optimal orchestration of data, from collection to appropriate correlation, modeling and evaluation. The marketing teams of tomorrow will be correspondingly interdisciplinary and combine different backgrounds such as business informatics, computer science, psychology, design or communication.Interview: Robert Wildi