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).
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.
“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.
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.