On December 3, globeone joined leading marketers, industry experts and innovative thinkers at Deutscher Marketing Tag in Stuttgart to discuss recent developments, relevant marketing trends and central challenges with regard to the brand management of the future. Under the motto “Individualisierung 4.0”, around 40 keynote speakers and panelists – among them Julia Jäkel (CEO Gruner+Jahr), Eva Henry-Künne (CMO L‘Oréal), Jonathan Forster (Managing Director, Spotify EMEA), Peter Kowalsky (Founder Bionade) and many others – presented fresh ideas and innovative approaches and offered interesting insights into the specific challenges of their industries.
One of the driving forces behind the trend of individualization in marketing surely is digitalization – and, therefore, the impact of e.g. big data, mobile technologies and automatization on marketing and on whole business models played a central role during the conference. Most participants agreed that digitalization offers numerous opportunities to marketers – but one key take away from the discussions is that prioritization and a clear focus on creating customer value are crucial success factors in this fast-evolving environment. “Customers will only accept new technologies and will only provide their data as long as they have trust in data security and as long as they see a clear benefit for themselves – companies that are not able to communicate these benefits will face severe problems and a quick loss of trust,” as Carsten Wreth, Chief Customer Officer & Vice President Customer Experience GME, Opel Group, pointed out.
Digitalization will continue to change the way we work and live – however, digitalization does not automatically put an end to formats that have been written off many times. G+J’s Julia Jäkel strikingly highlighted that print magazines can be highly-successful if they focus on the right niche markets and offer compelling content. These top-quality print magazines can be a real alternative to the fast-moving digital space with its many distractions since marketers are able to reach highly-involved target groups in a “decelerated environment”.
Therefore, being able to cope with fast technological changes and advancements is important –however, simply applying new technologies is not enough. The right content and benefits that really match customers’ needs will remain the central success factors throughout all industries.