Blog & Inspiration

Ein Kriterienkatalog mit über einhundert Seiten Fragen. In Folge über einhundert Seiten Konzept und ein höchst anspruchsvoller Prüfungs- und Zertifizierungsprozess. Am Ende wurde der Consultix GmbH bereits zum zweiten Mal das Europäische Datenschutz-Gütesiegel European Privacy Seal (EuroPriSe) für ihre Digital Marketing-Software ProCampaign verliehen.

Tiefgreifende Beziehungen zu den eigenen Kunden aufzubauen muss heute mehr denn je im Mittelpunkt der Unternehmenskommunikation stehen. Vielen Unternehmen ist dies bewusst, und die meisten sehen im Content Marketing das Mittel, um aus dem Kunden nicht nur einen Transaktionspartner, sondern einen Gesprächspartner auf Augenhöhe zu machen.

Der Dalai Lama sagte einmal, dass wir, wenn wir sprechen, nur das wiederholen, was wir schon wissen. Wenn wir aber zuhören, kann man unter Umständen etwas Neues lernen. Zuhören an erster Stelle des Software-Entwicklungsprozesses hört sich zunächst eher seltsam an, lohnt sich aber für alle Beteiligten. Denn das Zuhören spielt gerade bei der erfolgreichen Abwicklung von Projekten eine wichtige Rolle.

In 15 March 1948, Migros in Zurich opened the first self-service shop in Switzerland. Its founder: Gottlieb Duttweiler. He had a sales organisation without the middle man in mind - a direct ‘bridge from the manufacturer to the consumer’. Today, the company is the largest retailer in Switzerland and is one of the 500 largest companies in the world. But what will our consumer behaviour look like in the future? What requirements do retail businesses - particularly in the food industry - have to meet? We spoke to Herbert Bolliger, President of the executive board Migros-Genossenschafts-Bund about the topic of food delivery in the digital era.

Today’s hyperconnected consumers have more choices than ever, and their expectations of brands have increased accordingly. Buyers use multiple sales channels and expect to be able to travel through them seamlessly, which means that all customer touch points must offer accurate, timely and consistent product information. Meeting these expectations has been a challenge not only for retailers, who sell to these highly empowered consumers, but also for manufacturers, whose role has expanded from supplying basic product descriptions to being responsible for creating rich, market-facing content.

The small red logo makes the hearts of people across the globe beat that little bit faster. Although very discreet, admirers can always spot it from afar. Leica has been all about German engineering artistry, superlative quality and unbeatable products for more than 100 years now. They have been shaping and revolutionising the history of photography since the beginning of the 20th Century. You are now entering an entirely new market with Leica Eyecare. Marius Eschweiler, Global Director Business Development at Leica Camera AG, spoke to us about this major development.

From connected computers to intelligent digitalised habitats – the Internet of Things represents an enormous innovation boost. Smart, networked objects are finding their way into every industry, not only changing our private everyday lives and consumer habits, but also taking over factory floors. New thought and business models are in demand.

In the digital world, consumers turn to e-commerce sites and internet applications when searching for products, querying product information and, ultimately, making purchase decisions. If they can’t find what they’re looking for, they move on. With 1WorldSync, companies can provide relevant product information and top-quality digital content at the right moment in the customer’s decision-making process, while at the same time reducing data-collection costs. This makes consumers less likely to encounter errors during their product search; retailers and manufacturers can also focus on their business and their innovations, rather than waste their time collecting and checking product data.

In the late 1960s, a student in Altensteig, in Germany’s tranquil Black Forest, had a vision. He wanted to turn the world of design entirely on its head. Hartmut Esslinger established esslinger design, thus heralding the beginning of a new era in which product design learned the language of emotions. Esslinger had always had a passionate interest in innovative technologies and preferred working with customers in this sector. Economic success was at the heart of the strategic focus. The young company gained its initial fame through its work for Wega, the German electronics company. esslinger design added well-known customers to its portfolio, such as hansgrohe, Louis Vuitton and Apple.

In the 21^st century, digitalisation leaves no field untouched. Initially eyed with scepticism, many businesses have since come to realise the benefits of digitalisation and the advantages it brings. Big data, cloud solutions, augmented and virtual reality: all of these innovations have gained a foothold in recent years, and are paving the way for more trends that will promote digitalisation even further. Companies are trying to keep pace with these developments. One of the most familiar buzzwords in this regard is “information supply chain management”. But how well are businesses actually performing as they step into the digital future? Temel Kahyaoglu, founder and CEO of The Group of Analysts, explains the challenges the various markets will have to confront in the digital age, the role of information supply chain management, and how the EDEN Study was born.

Digitalisation is turning some product worlds upside down. The trend leaning away from classic consumer goods and towards new developments is unstoppable. That’s why many companies need to rethink matters and strike out in new directions. Mr Vigener, Director Media Production Centre at Office Depot Europe, outlines the things enterprises can do to successfully face the challenges ahead, as well as the future shape of the market for office products.

Haute horlogerie is all about first-class, distinctive watchmaking artistry. In the quest for the perfect embodiment of the ‘code of beauty’, we have only the very best place on the world stage. IWC has been a fixed feature of the international market as a leading manufacturer since 1868, wowing watch aficionados with its timeless designs. Christian Knoop, Head Designer at IWC, provides insight into the long-established Swiss company, into the significance of many years of craftsmanship and into the role of being one of the world’s leading brands within the luxury watches segment.

Stagnating or falling marketing budgets, a growing number of media touchpoints and shrinking marketing departments, make it impossible for many clients to meet the challenges of communication. The consequence is an increasing demand for comprehensive consultation and made-to-measure concepts designed to work on all channels. How should an agency be structured to meet all these demands?

The revised General Data Protection Regulation came into effect in spring 2016 and will have to be adhered to by all companies within the European Union from next year onwards. Progress has been slow in light of the comprehensive changes and tightening regulations which companies are now faced with. Nevertheless, businesses will be unable to avoid implementing the extensive measures and substantial changes to their company structure. While feared by many, the decreed change does contain substantial opportunities for companies.

The number of online sales has risen rapidly in recent years. Enterprises have to position themselves anew with regard to digitalisation, not only to meet their customer’s demands but also to stay competitive internationally. Next to the implementation of new technologies into existing IT structures, the interlinking of e-commerce and customer experience plays an important part. Metro is a company which successfully masters this balancing act.

Over and over again, the desire for innovativeness and creativity is a driving force for science and business. These two factors decide over entrepreneurial success and are indispensable in today’s fast-changing age. One of the most successful companies that elegantly and easily overcomes these challenges is Miele. Since its establishment in 1899, Miele has stood for timeless design and quality in a class of its own. As the most sought-after brand in the home appliances sector, Miele continuously sets new standards. We spoke with Dr Stefan Breit, Executive Director for Technology at Miele, about the pioneering spirit and the new M Chef technology that will revolutionise the way food is cooked.

Whether it be an art project, a videogame, a music album, a novel light design or clever outdoor gear – the crowdfunding platform Kickstarter lets you introduce unique ideas and realise them through financial support from friends, fans or inspired strangers. Ideas span from homemade postcards to Oscar award-winning documentaries.

Mister Spex is the biggest online optician in Germany, and ranks amongst Europe’s biggest online opticians, with a presence in eleven countries and more than 60,000 visitors to its website per day on average. To more than two million customers, the Berlin-based company offers the most comprehensive range of immediately available branded glasses, sunglasses and contact lenses Europe-wide at a very fair cost-benefit ratio.

All journeys start with an initial step, this is also the case for the digitalisation journey that virtually all companies have to embark on today. And Intersport – the largest medium-sized retail cooperative within the sports retail sector – is also making swift inroads in terms of digitalisation. The business has meanwhile found its ideal route to ensure it reaches its milestones in the best possible way and without major diversions.

Between November and early May, the words ‘we’re off skiing’!’ are heard very frequently from Claus Kolb, the Managing Director of kolb digital gmbh. Founding father Hans-Otto Kolb was also a gifted skier. It is passion that unites complex structures, techniques and challenges.

In The Group of Analysts’ recent EDEN study, the topic of Big Data is broached as a major trend that will help advance digitalisation. The study highlights the vast volume of data across the internet – likely to reach 35 zettabytes come 2020 – and the challenges that companies have with managing only fractions of that amount of data. Advanced software is the only way that Big Data can be managed, but data without content is as useful to a marketer as content without a means to disseminate it. Big Data and content need to merge to get the most out of both. This is done with a content supply chain.