Representing one of the largest multichannel marketing platforms worldwide, Dominik Dommick, Managing Director at PAYBACK gave a fascinating glimpse into current practices and benefits of Big Data in his company. Despite the rapid innovation in digital channels and new technology, customer relationships in the digital age are becoming somewhat akin to neighborhood shops of the past, only at a much bigger scale, according to Dominik. What is different now is that customers are using multiple channels, online, offline and mobile to connect, browse and shop (also referred to as the “Trialog” at PAYBACK). Read More »
Joseph Gross, Allianz SE’s Head of Group Market Management and CMO of the Year 2010, shared insights from the Digital Transformation taking place in the insurance industry and at Allianz during this year’s Vivaldi Digital Darwinism Summit.
Joseph expressed relief that the speed of transformation in the insurance industry is not as high as in other industries… yet. However the pressure is rising as online purchases for home and car insurance in Europe have doubled in the last 5 years. Moreover, customers show a growing tendency to become hybrid personas that use various on- and off-line touch points when looking for insurance products. Read More »
A little over a month ago I came across an app that does something that I have dreamed about for many years, ever since I first read about the Babel fish, a fictional creature in Douglas Adams’ The Hitchhikers’ Guide to the Galaxy. A Babel fish is a small yellow fish that absorbs unconscious brainwave frequencies and, when put into one’s ear, makes it possible to understand anything said in any language. Sci-Fi nerd-out aside, I was quite impressed when I saw the Word Lens app, which, through the wonders of technology, puts the power of the Babel fish into the hands of anyone with a smartphone. Using the video camera on your smartphone, the Word Lens app translates printed words from one language to another in real time. Like magic, it allows you to be instantly “fluent” in a variety of languages.
“The digital revolution forces marketers to go ‘downstream’, ultimately strengthening their position within organizations”
As Senior Vice President of Digital Marketing at SAP, Maggie Fox is the global lead of all of SAP´s digital marketing and she shared her exciting perspective on the changing role of marketers and data-driven analytics in managing future customer relationships. According to Maggie, the digital revolution holds big opportunity for marketers to truly drive business strategy in their organizations. By going “downstream” and digital, marketers would grow closer and more intimate with the voices and needs of customers than ever before. Marketers are now in a unique position to help their organizations reinforce and build customer capabilities and to ultimately create a simplified digital experience that delivers relevance and value to customers.
Leveraging on these exciting opportunities, however, might require a dramatic shift in the perspective and priorities of many marketers, as Maggie pointed out. Building on the perspectives of different thought leaders and studies, she gave room to voices that demanded the imperative of a new role called the “Chief Digital Officer.” Specifically, this new role would not only demand new tools, but also require a reconfigured personal skill set in order to be successful. The prevalence of Big Data, Social Currency and the constant stream of digital signals represented a pool of unstructured, irregular data. Maggie explained that turning these signals into successful marketing action would require a blend of different skills that span across the traditional boundaries between Marketing, Technology and Data Science.
Maggie Fox underlined the importance of data-driven analytics to make better, faster and more fact-based decisions in Marketing. Data-driven analytics would effectively help solve the problems of many marketers who lose out on revenue due to a lack of data or inadequate structures to process relevant data. Along with many other real-life examples, Maggie shared one particularly stunning application of data-driven analytics called “predictive product recalls.” Through the analysis of social signals, such as user conversations on Twitter, companies are now capable of forecasting and responding to emerging product quality issues earlier than ever before.
“Ideal rule for working with data: 15% data capture, 20% data reporting, and 65% data analysis!”
After having won over her audience in Frankfurt with a charming opening in German, she stayed on stage to leave a final, personal tip on how to make most use of data analytics: Try not to overspend time on pure data capturing. Instead, invest time into the analysis to add real meaning to the data and to generate actionable insights that drive marketing action and relate to your company`s bottom line or profit.
We are excited to announce the release of our latest research, “The Changing Role of the CMO” report. We conducted in-depth interviews with CMOs and senior marketing executives across the world to get their perspectives on the transformation in the field of marketing. The CMOs came from a variety of industries, including companies such as Bitburger, GE, Lonza, Allianz, UBS, Vanguard Health Systems, Mashable and others. After listening to CMOs, we found a sports analogy might be particularly apt. Marketing used to be a lot like American football – a game that consists of running a play, regrouping, running the next play, repeating, until you score. These days, marketing has morphed into a sport more akin to soccer – a game where strategies are determined in real time as the landscape is redefined with each move. With World Cup season upon us, there seemed no better time to release our findings.
With the lightning-fast pace of change in today’s marketplace, success today does not guarantee success tomorrow. To stay on the leading edge of your industry, you need to cater to consumers’ current demands, while also innovating to meet their future needs.
At Vivaldi, we constantly challenge ourselves to think about the future and the ways human behavior will drive growth not just tomorrow, but five, ten, twenty years from now. By envisioning how emerging trends will spark deep-rooted transformation in the lives of consumers, we’re able to help our clients build forward-thinking brands that will thrive in this future landscape.
On May 23rd, the Swiss Marketing Association hosted an interactive session for marketing and innovation executives that featured a presentation from Vivaldi Partners Group CEO, Erich Joachimsthaler. It was followed by a discussion with Erich and Martin Schlatter, former CMO of Wrigley’s, moderated by Vivaldi Partners Group Senior Partner Roland Bernhard. The event focused on successful marketing strategies in today’s era of digital transformation.
Please join us at our Always-On Consumer After-Work Event on June 5th in our Munich office.
Am 05. Juni 2014 laden wir zu unserem Always-On After-Work Event, von 18:00 – 21:00 Uhr in unserem historischen Münchner Innenstadt-Büro.
In entspannter Atmosphäre diskutieren wir exklusiv mit Ihnen spannende Ergebnisse unserer neuesten Studie, dem Always-On Consumer 2014 Report.
Always-On Consumer sind der Prototyp des zukünftigen Konsumenten – bestens vernetzt, ständig online und das mehrmals am Tag.
Natürlich über mehrere Geräte, zuhause wie unterwegs. Unsere Studie zeigt: Schon heute sind fast die Hälfte der US-Bevölkerung
„always-on“. Und auch in Deutschland wächst der Anteil dieses Segments unaufhaltsam. Read More »
Our CEO, Erich Joachimsthaler, is often interviewed by news outlets on a variety of topics regarding branding, innovation, and marketing in general. This past week, he has been interviewed on TV segments and quoted in articles talking about the news that Apple will be buying Beats. Read More »
Vivaldi Partners Group Founder and CEO Erich Joachimsthaler discussed company leadership changes on Bloomberg Television’s “In The Loop.” Erich talked about the recent news of CEO changes at several companies and what that meant for those brands.