Transformation and automation go together like sails and wind. What use is the greatest transformation strategy and the most amazing digital transformation project if the existing knowledge base and wealth of experience are not tapped into in time and sustainably converted into value? This hugely complex task can only be accomplished with automation, because even with the most experienced rowers, a sailing ship cannot sail as fast as with the power of the wind.
Voices ·STEFFEN HÖPFINGER ÜBER DIE UMSETZUNG VON PROJEKTEN ZUR DIGITALEN TRANSFORMATION
Zukunftsorientierte digitale Unternehmensstrategien führen naturgemäß zu immer komplexer werdenden Systemanforderungen. Digitale Transformation bezieht alle Unternehmensbereiche mit ein, und dies wiederum stellt die Unternehmen vor Herausforderungen, die nur mit sorgfältiger Planung und einer ganzheitlichen Beratung bewältigt werden können. Steffen Höpfinger, Geschäftsführer bei signTEK, spricht mit uns über die Umsetzung solcher Projekte und teilt mit uns seine Erfahrungen speziell im Bereich E-Commerce.
The fog lifts silently, allowing the first sunbeams to shine through the forest. The hazy outline of a castle gradually becomes increasingly clear. Eltz castle in the Eifel region seems to have leaped off the pages of a romantic fairy tale, and you could picture Sleeping Beauty resting here. The castle is just one of the breathtaking subjects that demonstrates the beauty of Germany. Be it the Eifel region, the Elbe Sandstone Mountains, the dark Black Forest or the Alps – Germany is full of wild landscapes that are being impressively highlighted by a collective of young photographers.
Los Angeles, New York, Dubai – you will encounter abstract and contemporary art exhibited by gallery owner Christian Lethert at all the world’s major art shows. Back home in Cologne, Christian Lethert curates exciting solo and group exhibitions on the beautiful and clear premise of his gallery every six to eight weeks. An interesting programme supports the exhibitions and varies between informative lectures and panel talks. Up to 400 guests attend these regular vernissages that include readings and discussions with the artists. The works exhibited by Christian Lethert show clear structures and colours, forms both known and unseen as well as fascinating layers that encourage viewers to take a second and even a third look.
WHAT COULD A DATA DRIVEN BUSINESS MEAN FOR YOUR COMPANY?
Data, Data, Data – companies gather, collect, evaluate and reutilise data no matter where you look. This is common knowledge, as is the fact that a successful Data Driven Business enables new business models while simultaneously supporting traditional business. Companies require a more stringent approach in order to successfully capitalise on the opportunities provided by increasing digitalisation.
THE POWER OF PRINT
Commissioned by the Creatura industry initiative, the Multisense Institut für sensorisches Marketing (Multisense Institute for Sensory Marketing) analysed more than 300 international studies on the impact of print advertising and print enhancement, on whose basis it drafted practical recommendations for the use of print in the digital age.
Bei der Wasser- und Farbanalytik steht Qualität stets an erster Stelle. Um auch die Customer Journeys präziser und effizienter zu gestalten, setzt der Analytik-Spezialist Tintometer im Marketing auf eine medienübergreifende Lösung, die mit der Omnichannel-Box der Agentur infolox umgesetzt wurde.
A POWERFUL ROYAL
Lawrence of Arabia said: “a Rolls-Royce in the desert is more valuable than Rubies!” He drove three individually customised Rolls-Royce vehicles during his military operations in the Middle Eastern desert during the First World War. The Indian Maharajas also valued the luxury vehicles’ off-road capability and would master rough terrains and dense jungle while hunting tigers in a Rolls-Royce. The vehicles quickly acquired the reputation of not only being luxurious, but also robust and reliable. “Take the best that exists, and make it better” was and continues to be a firm belief of Rolls-Royce.
ROAD TO RECOGNITION
How is digitalisation changing B2B sales, and what opportunities is this generating for sales organisations? B2B sales are profoundly changing as a result of the constant development of new digital technologies. The changes are affecting all sectors equally, regardless of whether industry, high-tech and software companies or the service sector.
SMEs have a difficult time developing a long-term vision under the auspices of digitalisation. Will anyone still be able to make money in 5 years, and if so, how? How can a supervisory board and senior management approach the task of answering existential questions? Based on practical experience, Jörg Henseleit shows how SMEs should proceed.
THE TWELFTH MAN
Every company, no matter their sector, must think about how to reach new and existing customers today and in future constantly. User-Generated Content will always be part of the answer to this question. Video content in particular is playing an increasingly important role - currently nearly 300 hours of new video material are being uploaded every hour of every day of every week. My children, like everyone else in their age group, first turn to relevant forums to see how they can solve a problem or which product they may want to buy. They ask questions there and wait for the answers before talking to me, their father. All this user-generated content establishes trust among consumers, a familiarity almost, that no banner, video clip or other professional marketing channel is able to create.
With the mad hatter, the Cheshire cat and the white rabbit we are probably connected to one of the most famous fairy tales of them all. “This is impossible – only if you believe it is”, as it is written in Alice in Wonderland. That is exactly what Vladimir Mukhin thought and subsequently did. His restaurant, the White Rabbit, not only takes its name from the famous rabbit from the fairy tale of Lewis Caroll, but the interior also allows us to immerse ourselves in exactly these grandiose fairyland worlds. No less impressive than the view from the 16th floor of the restaurant overlooking Moscow are the dishes Vladimir conjures up for his guests. Bringing Russian cuisine closer to the world is just one of his goals.
Safety, durability and ergonomics are essential in light-metal construction. On the global market, Zarges sets standards and serves both the consumer and the commercial sector with innovative products in the fields of access, packaging, transportation and special construction. With such a wide range of different products and solutions, comprehensive product data management is particularly useful in order to provide customers, partners and employees with all the information necessary at all times. We talked to Zarges product manager Simone Harrer about the challenge of finding a suitable PIM solution and how to implement such a project successfully.
A SMART SPIRIT OF THE TIMES
Elegant, masculine and functional: a truly innovative new IT piece joins the ranks of smart accessories. ‘A fantastic conversation starter’, writes one person, describing the new ‘Ring Clock’ – ‘a real icebreaker’, was how another summarised it. And the small, chic ring does indeed pique interest, because it combines two things in a completely revolutionary way.
WORLD IN NUMBERS
Anyone who has searched the Internet for statistics on topics relating to consumer behaviour, media or marketing before, will certainly have come across the industry service Statista. Since 2008, the Hamburg-based company has aggregated and published around one million graphics and statistics from more than 22,000 sources online. More and more premium content, such as studies and reports on particular industries, is added on top. The platform, which claims to have 1.5 million users, has hit a nerve, it appears. Meanwhile, a total of 550 employees, many having an editorial background, busily provide new data and facts on a daily basis.
After a hard day at work, you come home feeling hungry and quickly order yourself a pizza or get together with friends in your favourite restaurant. You’ve long since forgotten that there is still a leftover Sunday roast in the refrigerator. And that’s how the lovingly home-cooked meals gradually lose their freshness, until at some point they are no longer edible – unless you remember them in time. Around one-third of food produced worldwide is thrown away, and one of the main reasons for this is the simple fact of forgetting the food one already has at home. Ovie, a start-up from Chicago, intends to remedy this with its Smarterware.
BASIS OF TRUST
As a specialist for modern building system technology, Jung, established in 1912, stands for premium quality and timeless design in electrical engineering. With a focus on controls for office buildings, hotels, residential buildings and functional buildings, the company helps us to design an increasingly functional and networked environment. The advantages of future-proof living lie in sustainability and energy efficiency in particular – standards the company’s production adheres to. We speak with Deniz Turgut, Head of Marketing at Jung, about innovative technologies in building services engineering.
People ·BALANCE POINT
When the sun first rises in the morning, slowly evaporating the white veil of dew on the freshly mowed lawn, when there isn’t a person in sight and the green range seems to expand into the distance almost infinitely, that is when you can experience the necessary silence and freedom. With both feet firmly on the ground, focused, centred, gathering all your energy in order to get a hole in one – that’s what every golfer dreams of. Martin Kaymer has achieved this rare feat again and again throughout his golfing career thanks to his outstanding talent – and surely with the right modicum of luck.
PLAY RIDE AND SEEK WITH HERTZ
In September 1918, the used car dealer Walter L. Jacobs came up with an idea as he was looking at his twelve Model T Ford cars that were parked in the yard rather uselessly waiting to be sold. Why wait for buyers when he could also rent out the cars in the short term against payment? The idea for the first car hire service in America had been born. Just five years later the fleet comprised five hundred vehicles when Jacobs sold his company to John Hertz, the President of the Yellow Cab Company and the Yellow Truck and Coach Manufacturing Company. General Motors acquired the so-called “Drive-Ur-Self” system in 1926, and in 1953 it was sold to the Omnibus Corporation.
Traditionally, sustainable gastronomy has been deemed to merely mean the use of regional products. However, we have now taken this a step further – with the arrival of the Berlin-based restaurant ‘Good Bank’. Here, dishes are not just prepared freshly, some of the ingredients are also grown on-site. ‘Vertical farming’ is the new magic formula here. The futuristic-looking greenhouses behind the counter are used to cultivate fresh vegetables for in-house consumption. The two founders Ema Šimurda Paulin and Leandro Vergani came up with the idea for the concept several years ago. As a result, visiting Good Bank is not only a feast for the eyes, your other senses also embark on an exciting adventure. Ema explains the concept of vertical farming and the idea behind her restaurant.
What does content marketing for online merchants and brand manufacturers look like in practise in Germany, aside from theory and commonplaces? Is there perhaps a large discrepancy between what is required and what is really going on? If so, then what are the reasons? The snapshot study by w&co provides the answers.