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In the era of globalization, digitalization, and algorithmization, effective communication is becoming increasingly crucial for entrepreneurial success. Recognizing the driving forces of digital transformation and being able to use them in a value-creating way is the prerequisite for future success. You can find out here how companies can reach the right people in a dynamic competitive environment, spark their interest, and build long-term customer relationships.
Why substance is the prerequisite for business success, but rarely sufficient on its own
Unlike in the past, marketing has become indispensable today. With the multitude of alternative offers, it is increasingly rare for it to be enough to simply be good or better. Successful companies rely on customer-centric communication and establish marketing as a core competency to win the right people as customers.
- Even with substantial offers and high product quality, the following applies: without marketing, it becomes increasingly difficult to win over enough people for your own offers in saturated markets.
- Successful companies strive for resonance-capable communication to reach the attention of specific people. They awaken interest and generate demand by communicating the value of their offers in a customer-centric way and establishing marketing as a core competency.
- To win customers despite the multitude of information and alternative offers and limited attention, a user-centric approach is needed that considers functional and emotional aspects.
- Successful marketing requires a deep understanding of human ways of thinking and acting. Profound insights into the needs and demands of potential customers are the basis for making the value of offers apparent to them.
How digitalization influences communication and behavior and what that has to do with your marketing success
The influence of digitalization on communication and behavior is still underestimated. Companies must penetrate these dynamics and learn to anticipate their consequences early on. Profound insights into the living environments of real people are needed to deliver real added value in highly competitive markets.
- The constant availability of information and the widespread possibilities for digital communication are changing our behavior in drastic and previously underestimated ways.
- In saturated markets, it is more than ever about creating real benefit for the right people. Unique performance, valuable offers, and excellent service are the most important core metrics for business success.
- However, high offer and service quality alone are increasingly rare to be sufficient for success. Due to the variety of available alternatives, every company is increasingly faced with the question of how to be seen, found, and remembered by the right people.
Understand your customers better than yourself: The first step to successful marketing in the digital age
The first step to successful marketing in the digital age is to gain a better understanding of today's customer needs and future customer demands. Only through the harmony of product, service, and communication does the company remain viable for the future and can successfully assert itself in the digital age.
- The effectiveness of marketing measures is decreasing because the difficulty of reaching the attention of specific stakeholder groups is increasing.
- Those who stay close to the needs of their customers and consistently align their offer, communication, and service with them have good chances of reaching and inspiring the right people.
- The influence of marketing, advertising, and propaganda on our lifestyles is greater today than ever before. History has shown what evil can result from the manipulation of the masses. Engaging with the underlying mechanisms brings every business owner and employee a good step closer to customer centricity.
Marketing has degenerated into a dark art of (digital) charlatans
In our fast-paced world, complex problems are often met with superficial solutions. Separating the wheat from the chaff is more difficult than ever despite/because of the high supply of information. Companies must learn to find their way in an opaque environment with countless providers and hundreds of trends. Clarity for overarching connections and deep knowledge in individual areas are needed to cope with societal, organizational, and personal challenges.
- Many business owners search for quick and simple solutions to solve complex problems. Old knowledge is reaching its limits. Not infrequently, the business falls victim to activism.
- While younger generations often chase quick money, resistance or lethargy can often be observed in older generations when it comes to digital changes.
- The marketing world is full of charlatans who target the hopeful but clueless and disoriented. Substaneless offers are successfully marketed in rows and create false expectations on all sides.
- Increasing competitive intensity and the opaque marketing jungle require identity-based clarity and strategic focus from entrepreneurs to reach the right people through communication.
Why most companies communicate past their target groups and how we really make buying decisions
Most companies still communicate past their target groups. They achieve no profitable impact with their communication because they do not understand how buying decisions are really made. Their way of thinking is shaped by outdated mental models, and theoretical marketing knowledge is rarely applied. Thus, communication is usually not in harmony with product and service.
- The dynamic market environment creates enormous innovation pressure and causes serious trouble for many companies.
- In a highly competitive and fragmented environment, it is essential to develop a profound understanding of human needs and behaviors.
- At its core, a buying decision is about the evaluation of alternatives regarding expected benefit or possible risks. Contrary to widespread opinion, this is a highly emotional and primarily subconscious process.
- Emotional connection to the customer is missing in the communication of many companies. Only when it is possible to generate demand and resonance through relevant brand communication will people be inspired to make a decision.
- The successful interplay of marketing and branding, taking psychological insights into account, drastically increases the effectiveness of brand communication.
The challenges of modern buying processes: Opaque decisions and fiercely competitive markets
Successful companies must sharpen their brand positioning and offer an outstanding customer experience to flourish in an intensive competitive environment. Within the framework of modern buying processes, companies are faced with numerous challenges that must be mastered in unique ways.
- Globalization, digitalization, and algorithmization (in short: networking) are fundamentally changing how people make buying decisions. Due to the abundance of information available to us as buyers, the power of decision lies with the customers. Companies must reposition themselves accordingly to reach their target groups through communication.
- Strategic positioning is crucial in an intensive competitive environment to reach the right customers, awaken their demand, and remain in memory as the best alternative.
- An excellent customer experience that extends across product, service, and communication is the decisive factor in winning customers, employees, and partners and inspiring them for the brand.
