Digital transformation challenges marketing

Entertainment and fun are also part of the GfM Trend Conference: (from left to right) HSG Professor Marcus Schögel, Swiss Life CMO Elke Guhl and Economiesuisse President Heinz Karrer. Picture: Lukas Schnellmann, bellefoto.chThis year, for the first time, the GfM Trend Conference did not take place in the Kongresshaus Zurich, but high above the Swiss business metropolis in the luxury Dolder Grand Hotel. Members of management with marketing responsibility from numerous well-known companies had made the pilgrimage to the Dolder, where GfM President Ulrich H. Moser opened the conference.Kings of hardwareIn his keynote speech, Prof. Dr. Marcus Schögel analyzed the topic of marketing transformation, which is primarily driven by digital technology. The question therefore arises as to whether the future belongs to the Chief Marketing Technologist. However, the marketeers, the "kings of hardware", are also challenged within their companies. According to Schögel, only the first steps towards customer centricity in an organization are "hard factors". The greater and decisive potential lies in the "soft factors" such as commitment, leadership, teamwork and individual skills. The entire company is affected by digital change; isolated solutions for e-commerce, for example, have no future. This was not only demonstrated by Schögel, but also by the presentation by Dr. Steven Althaus, Head of Brand Management BMW and Marketing Services BMW Group, on the "i" project (BMW i3 and new i8). With a new understanding of mobility needs, the project permeates the entire automotive group and represents a further development of the business model.

Marian Salzmann, CEO of Havas PR worldwide, economic sociologist Prof. Dr. Holger Rust, FCB President Bernhard Heusler, Elke Guhl, CMO of Swiss Life, Google manager and author Daniel Sieberg and Economiesuisse President Heinz Karrer brought further interesting highlights to the conference, which was moderated by Daniela Lager. Pictures and more info here.