François Houste

Vision Pro: Communication Through a Mask

In our rush to explore the Metaverse and generative forms of artificial intelligence, we may have been too quick to throw away the baby of virtual reality with the bathwater of innovation. Digital trends are like ocean waves: one follows the other. But it is all about ebb and flow. Sometimes the backwash brings a disruption that we thought had been swept offshore right back to the beach.

Augmented reality has returned.

But it has a different name. With impressive support by Keynote and some genius video editing, Apple has called its latest brainchild “spatial computing”. It’s an innovation that fits with the traditional visions of science fiction that are so dear to Silicon Valley. Look at that man standing in front of his desk, scrolling through browser tabs in the wide open space before him. How can you not be reminded of Tom Cruise’s graceful hand movements in Steven Spielberg’s Minority Report? While the press is effusive once again about Apple’s innovation, aren’t these innovations starting to feel a little old? Aren’t they running out of steam? Is technological innovation on a pure-white screen still as big a draw? The New York Stock Exchange seems to say no.

But Vision Pro is here and has been widely shared and commented online. Like all new technological artefacts, the world of communication will grab hold of it in a bid to “re-enchant the world”. Press cartoonists were quick to draw parallels when Apple’s announcement came during the devastating fires in Canada. A plethora of drawings showed a couple pulling on their Vision Pro masks and navigating through an ideal world while their real home burned. The This is fine meme was even revamped for the occasion.

Mask and Screen

Apple’s Vision Pro has the disadvantage of being a mask and the advantage of being a screen. And even though Apple plays on the existence of a second screen to reveal the eyes of its wearer, the device really does obstruct the wearer’s vision and isolates them from their real environment. That is precisely what a mask is supposed to do: protect, isolate, mask. But this time, from reality. Yet Vision Pro is also a screen, which like all screens, can be transformed into a window on the world. A window that reveals, that opens closed minds, that challenges thoughts. Yes, beyond the issue of its price, Vision Pro is a mysterious device. Like any form of technology.

Over the next few weeks, communication agencies are sure to inundate the world with ideas about Apple’s screen-mask and demonstrations of its features. Each with its own creative and strategic bias. Artistic directors will have a choice to make between two approaches: masking or revealing. Creating and designing uses that cut people off – adding new Snapchat-style filters to the world, blocking out unwanted information, adding noise to an environment – or uses that will make people grow – explaining the world, revealing its inequalities or its failures, educating people.

While technology is not the ultimate solution to the world’s misfortunes, it can be a revelation as to how companies, especially those in communication, understand and present it.

So let’s keep an eye out for the demonstrations to come, the future stunts that will showcase Apple’s Vision Pro. These will tell us a little more about how the communication world envisages the challenges of the future.

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François Houste

Drowning in content – about copywriter relevance in the age of Artificial Intelligence

robots writing contents

Since the beginning of the year, the internet has been rife with tutorials popping up like whack-a-moles. They’re impossible to miss. In the last 6 months, generative artificial intelligence has become the ultimate weapon for all editorial and SEO strategies. And according to sector gurus, these AIs really can do anything: identify promising topics for your websites to showcase, structure your copy so that readers are hooked, and above all, gush endless streams of content.

All that’s left for you to do is stuff your CMS with that machine-spewed copy, and you’ll soon stand out from the crowd with infinite high-value keywords and breath-taking ROI. A miracle solution.

Really? Well, no. Things are little more complex. While generative tools can certainly help deploy a carefully considered editorial strategy, they certainly aren’t a quick fix to any problem. Anything but. Human intelligence and creativity have a bright future for people who want to support real companies with their SEO strategy.

A genius, with room for improvement

Of all the creative intelligent content tools that have made noise on the internet in recent months, ChatGPT undoubtedly has the loudest voice. Initially presented as a conversational interface, it very quickly found its place in the Content Marketing toolbox. At first glance, its setup and the results it generates, are pretty impressive.

Almost every digital professional has had the chance to take ChatGPT for a test drive. It doesn’t just answer questions, the generative platform can even put forward an opinion – provided it remains ethical and follows the rules enacted by its designers – and defend a precise argument on a given subject. It can write content in a predefined form (a recipe, a list of steps, short sentences or precise structures, etc.). It can also handle endless themes in record time. In short, ChatGPT has a wide range and extraordinary agility in how it writes, without the limitations of a human brain.

It wouldn’t be a huge leap to suggest it might soon be replacing copywriters.

So why is it so good at generating content on anything and everything in such a short time? Beyond the technological prowess of the Large Language Model on which ChatGPT is based, the best explanation is the sheer amount of knowledge that has gone into training the tool.Articles, content, text files by the millions covering thousands of subjects and each written in a very particular style have all been fed into it. Artificial intelligence is then able to analyse, dissect and finally reproduce that content and style, even though it does not understand it.

And there’s the rub : AI is above all a formidable… copier.

Unravelling the tangled web of fiction

Here’s where things get dicey . The main risk of using generative artificial intelligence for a marketing strategy is to think that the tools are anything other than very gifted copiers – “stochastic parrots” to quote the American researcher Emily Bender – and to imagine that they really are intelligent. Because none of the AI tools that have arrived on the market in the last few years can really understand what they write.

They are purely rhetorical machines, capable only of making their productions look believable, without worrying about the content they share. There have been more and more demonstrations of this in recent months: various AI testers have found misattributed quotes, incorrect or even totally made-up sources, and sometimes references to authors or scientists who simply never existed. Enough to cast doubt on any machine-produced content.

The reason is that AI can’t identify truth, nor indeed meaning. The tools are mainly designed to assemble words into understandable and believable sentences. They can therefore trick the reader with misleading sources. How can we possibly find out what errors – intentional or otherwise – slipped into the petabytes they were fed during their training?

Above all, they cannot challenge the truth of their production, only its likelihood. So they often invent content whose grammatical structure and meaning is perfectly plausible. But that doesn’t mean it is true. One of the risks of using generative AI today to market your business is that you might publish something completely fake.

The biggest promoters of AI, such as Microsoft and Google, have also begun to warn their users about these drawbacks. Indeed, ChatGPT has a worrying disclaimer under its message bar: “ChatGPT may produce inaccurate information about people, places, or facts”.   

When humans use AI

Given that it is impossible to guarantee whether content produced by generative tools is factual, is it then prudent to use artificial intelligence to produce content for your brand, whether simply for SEO purposes or more ambitious goals?

The answer seems clear: the promise of fully automating content production and replacing your team of writers with bots in the coming months is a meaningless threat put forward by a handful of quick-fix sellers.

All the feedback from the writing field that has been shared recently proves that humans still have an important role to play in the digital editorial sphere. For many reasons. First because if what AI writes is unreliable – it generates incorrect information – humans must be involved to verify each statement it makes. Secondly, because even though robots do seem to write with some skill, it is still unlikely that they will be able to master the tone of voice that is specific to your brand, its identity and its imagery. The ability to sculpt your text into something that truly matches your brand identity looks set to remain resolutely human, even with algorithms becoming more and more sophisticated.

Finally, and this is the best reason, because there is currently no artificial intelligence tool that can generate content without being told exactly what to create. While generative models can of course help identify a subject or angle, like a sparring partner  or Dr Wilson when he helps Dr House find a diagnosis, they do it because a human person challenges them, requests information, questions them. The revolution that generative artificial intelligence might spark in the world of web writing is the emergence of a new profession: “prompt designer”, a specialist who can ask a machine to produce a text that comes as close as possible to the client’s brief. A specific job, of course. Requiring technical skill, yes. But the person doing that job will always need to understand both the identity of a brand and the communication strategy of a company. They would need to be a communication professional.

Bursting the generative bubble

AI is only a tool. A tool that new specialists will learn to use and appropriate. A tool that already allows and – in the future – will allow us to create, undoubtedly more quickly, a larger amount of content for brands. And that is another key pitfall of using generative tools for SEO and digital communication more broadly: the tidal wave.

By making it easier to create content and promising to make it accessible to everyone, platforms like ChatGPT are lowering the barriers that prevented certain players from having low-cost and aggressive editorial strategies. They allow companies to industrialise their content production. At the risk of saturating a content market that is already teetering towards an overdose.

A wave of editorial creation is therefore likely to quickly take the internet by storm. It has already started. If you’re looking for proof, just search for the keywords “regenerate response” (title of the button you can click to obtain an alternative answer in the ChatGPT interface) on Google. The wave will affect search engine results and user behaviour, but only until the next Google algorithm update.

Current thinking is that the AI bubble will burst, just as that of the metaverse – a virtual universe which, barely a year ago, was going to revolutionise our relationship with digital and with the world – has done. The truth is probably closer to the following scenario: AIs are here to stay, but they will be used as a tool, they won’t trigger a revolution. They are just another addition to the toolbox used by digital marketers, which will allow those professionals to improve and optimise their production. But that tool will neither be independent nor replace human intervention. Far from it.

Translated from French by Ruth Simpson

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Serviceplan Group

Speed is not an end in itself

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“Particularly for younger generations, forwards is the new up”, says Dr Jens Thiemer, Senior Vice President Customer & Brand BMW at the BMW Group. But how fast do brands these days actually have to be if they want to be among the best – and when should they take their foot off the gas? Wolf Ingomar Faecks, Managing Partner of the Serviceplan Group, sat down for an interview with Dr Jens Thiemer to find out.

WOLF INGOMAR FAECKS: Does the “higher, faster, further” principle still apply today?

JENS THIEMER: Status thinking in society is changing, that is something we are seeing more and more. Particularly for younger generations, forwards is the new up. This means that we are seeing a trend away from social climbers and towards social drivers – who want to give something back to the world and who see themselves as part of a society with a shared sense of purpose. So BMW is no longer just about being the best in the world but also the best for the world. We move people, touch hearts and inspire minds. That is how we see our leading role.

Is the ‘fear of missing out’ – FOMO for short – something that should make me throw caution to the wind in a digitalisation context? 

JT: When it comes to digitalisation, we need to be curious and attentive – but not necessarily cautious or conservative. As much as digitalisation propels us forward, it also creates many rewarding challenges, but, in some cases, risks as well. Hacker attacks, data theft and data misuse reached an all-time high during the coronavirus pandemic. Here at BMW, all data is treated with maximum care and confidentiality. And as far as FOMO is concerned: we encounter new hypes and trends in a digitalisation context on a daily basis. People should always ask themselves why they seem to be suffering from FOMO. What exactly could they be missing out on? Have they already understood it completely? What role does it play for other decisions? And then they should carefully weigh up whether they should join in.

How do you decide if something is just hype or a real trend that needs to be followed?

JT: First of all, we analyse very thoroughly – across all sectors – where a movement stems from, which environment it emerges in and who is the first to latch onto it. Many ‘hypes’ are already eliminated at that point because they don’t align with our company orientation and strategy. If a hype offers potential for a brand, you should see how quickly it develops into a more stable trend and how fast other players jump on the bandwagon. And you shouldn’t be afraid that the trend will break or flop. That can happen. Two years ago, the Clubhouse app was an example of us being active relatively early on here in Germany – simply because the platform had great potential for becoming a trend. Many high-profile personalities were on board from the outset. As we have seen, the trend didn’t last as long as expected or perhaps it just still needs more time. In this case, you have to respond so that you don’t use resources unnecessarily.

Speed is a key success factor today but is it also relevant for the sales model, innovations and customer centricity?

JT: Speed has a certain relevance for our processes because they force us to reduce them to the bare bones and avoid any unnecessary elements. Otherwise, you’re just not fast enough. Perhaps you could weigh up the importance of speed in these processes. With innovations, speed is the key factor for staying ahead of the pack. If you’re fast, you’ll set the pace for an entire industry. In the context of a sales model, speed is also growing in importance from a customer perspective: transactions are required everywhere and customers expect them to be simple, short and smooth. By contrast, customer centricity is initially an attitude that calls for certain conditions and that needs to be fleshed out with data in order to gear processes to them optimally. This is only indirectly related to speed. However, you should not underestimate the mindset shift that needs to take place within a company for it to have genuine customer orientation. This takes time and needs to be put into practice constantly and exemplarily.

What risks and advantages does speed have in a company – and also on the roads?

JT: BMW drivers enjoy putting their foot to the floor every now and then. But only if the situation permits high speeds, of course – and with the aid of all kinds of technically conceivable driver assistance systems. But the fun in driving a BMW is not down to the speed itself – drivers and their passengers also enjoy cruising at moderate speeds. In a company, speed allows you to attain competitive advantages faster than others, but also harbours the risk of being inaccurate and making mistakes. But that’s something you just have to take in your stride.

Is speed one of BMW’s corporate goals?

JT: Speed is not an end in itself. It resonates in everything we do as a matter of course. We speed up our processes, avoid anything unnecessary and set clear priorities. This affects in particular our development process, our innovation speed throughout the entire company and our internal decision-making processes. So with that in mind, our goals can definitely be said to boost speed indirectly.

Does speed conflict with your other company objectives?

JT: These things go hand in hand. Some need to be done very quickly, while others need time to grow. That doesn’t mean they are conflicting, though, but evaluated differently depending on the objective.

What do you see as being the three main things that prevent speed?

JT: Long discussion and decision-making channels. Fundamental risk aversion. People failing to look beyond their immediate surroundings in a bold, reflective way.

How can BMW step up the pace against automotive disruptors like Tesla and Nio that have a D2C sales model?

JT: In the automotive industry, there are now many young, fast companies that are willing to take risks and have hardly any structures in place at all. This allows flexibility and room for experimenting and exploring entirely new ground. BMW is a group that has more than 100 years of experience. Here, decisions sometimes take longer to make but we have demonstrated in the past that these were often the right decisions. And we will stick to this course: long-term, customer-oriented thinking with a technological focus – ‘tech magic’ and ‘human-centric’. However, the competition is continually urging us to be even faster, even more resolute and to make even more of an impact.

Is D2C the only way forward? 

JT: As well as improving the customer experience again, direct sales have many other advantages, of course. In particular the direct access to customers and omnichannel, i.e. the ability to facilitate transactions at any sales touchpoint, digital or physical. As well as this, there is a non-negotiable fixed fair price for products so that customers no longer have to look for discounts and special offers, which is simply no longer feasible for a premium product these days. In this way, we will also reach our ambitious goal of having 25% online sales by 2025. We are doing this together with our strong dealership network, which has been involved in the process from the outset. That is how we want to move forward. But of course even a conventional wholesale model can be optimised digitally. Constantly improving processes and achieving better results are the important factor here.

By claiming not to “do sustainability at BMW” but rather to “make BMW sustainable”, the company has a strong ethos when it comes to sustainability. Does this approach need more speed than before?

JT: First and foremost, this approach needs transparency and trust. Sustainability is an area that requires a lot of substance and even more resoluteness. And it also needs lots of communication and explanation, both internally and externally. Superficiality must be avoided at all costs or you will lose credibility. In many cases, loss of credibility comes from companies communicating too much too quickly and then not being able to deliver on it. This is why it’s much more about honesty than speed. How is a company faring with its sustainability efforts? What have we already done and what have we not been able to do? The ideal here is to do what is technologically possible at any given time. And every now and then, to point to the lofty heights we are aiming for in the future. Our BMW i Vision Circular shows here how wide-ranging and resolute our thinking is when it comes to sustainable and, above all, circular mobility. It conveys our aspiration to be the pioneers in developing a circular economy. We deliberately said: “This is our vision for 2040 and that’s where we are actively headed.” Of course, it stands to reason that we still have to work relatively quickly on sustainable solutions during this journey. Even though the steps there still appear too small, someone needs to take the lead.

Are speedboats useful as pilot projects before the regulatory process is changed?

JT: A speedboat (or small-scale project) is an excellent way to explore changes on a small scale to begin with and gauge the effects. This cuts down on both time and stress. It is much easier to adapt individual parameters far more quickly and to set the slider so that it is suitable for the entire process at the end. However, it needs to go beyond the pilot project stage. I’m a great advocate of scaling and transitioning quickly into full size.

Is the speed just as fast in different verticals? 

JT: No, it’s not. And I find that normal as well. Whoever is faster should run ahead. A simultaneous end-to-end responsibility across all vertical streams will then gradually allow everything to sync up. In this way, we create common reference points and ensure that each stream delivers the right thing at the right time. That is the basis for any real customer orientation: everyone knows automatically what they have to do at any given point in time.

What role does speed play in the new performance marketing agency model tailored specially to BMW?

JT: One of the main reasons for implementing the new performance marketing agency model was definitely to increase the speed with which we engage in relevant communication with our customers and offer them our products and services. By significantly reducing the number of agencies and creating a customised solution for our activities all over Europe, we have improved our options here. The Marcom Engine construct is geared towards inherently holistic performance marketing, which generates genuine business impact in a data-based and customer-centric way and produces the best customer experience in our category. The increasing automation and digitalisation of our work processes will be instrumental in increasing speed. Needless to say, the changeover involves a lot of work and, at the beginning, will actually slow down the pace until the transition to the new set-up is complete. The transformation process – i.e. the changed work processes – also requires more management capacity and time to begin with. But we are already seeing enormous synergy effects and efficiencies and, at the same time, a high level of innovation, which makes our customer communication and interaction faster and better.

What kind of risk management is used here?

JT: This change requires us to operate on two fronts simultaneously. While we are working on the transformation, we are also focusing on our current core processes and ensuring that they continue to work smoothly and that we deliver the same high quality as always. A proper planning process and a well thought-out transition plan ensure that the change will be smooth and that there will be a proper handover. At the same time, this is the best risk management.

Are transformation processes slowing down the sales process?

JT: I have no doubt that they help to initiate transformation processes and organisational adjustments. However, in large corporate groups, this often happens at different times. At all the various levels of sales, people need to be won over, processes changed and the organisational structure optimised. The time offset sometimes causes problems in the system, meaning that the new unknown element has to make room for itself first. Pilot projects or support from individual markets can help here. In many cases, external impetus from new competitors or other sectors is needed to set internal change processes in motion, helping us to evolve and optimise our business. You also need to be able to ride this out if necessary. Of course, this calls for a well coordinated transformation and the right communication within the company.

Thank you for talking to us!

This interview first appeared in TWELVE, Serviceplan Group’s magazine for brands, media and communication. Read more exciting articles, essays and interviews by and with prominent guest authors and renowned experts in the ninth issue under the central theme “Speed! The Winning Factor in the Digital Age“: https://sp-url.com/twelve23-lp-en.

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François Houste

Working with SEO when brand identity is strong

When it comes to running an SEO campaign, brand identity can be a real headache. Tone of voice, online experience, product names or the need for discretion can obstruct a successful SEO strategy. That’s when you need to bring out the SEO scalpel.

Let’s get our ducks in a row: what is brand identity?

A brand’s identity is the set of immutable characteristics that define it. They are inherited from its backstory and history and from the offer it wants to bring to its customers, its vision of the world and how it intends to change it. It’s a set of values guiding a brand’s actions and message. For a brand like Nike, its identity is about performance and for the last few years, its commitment to social responsibility. A car brand like MINI has a certain sass and pzazz… Each brand has its own identity.

MINI, une marque à l’ADN fort, et pas forcément facile à manier en SEO

This identity guides all of a brand’s communication, and especially how it presents itself online. It also generates the brand’s specific tone of voice, how it expresses itself: one brand might be distant and formal, another might be more energetic, using short sentences and informal language. Other brands communicate primarily through images, avoiding the use of text as much as possible.

These communication choices can quickly become constraints. For example, a luxury brand might invite its customers to indulge in extraordinary experiences. That often means using extraordinary language. Some very high-end jewellery brands have rejected terms such as necklace, bracelet, and ring, considering them too low-end for their website. This obviously has repercussions for SEO: the words are very often the core target for a positioning strategy. So how can brands work on effective recommendations when the most popular search terms are ruled out?

Make SEO a lever for excellence

While SEO is often a mechanical, almost mathematical lever, how do you deal with such strong and often non-negotiable constraints on tone or customer experience? Strategies based on massive content creation or numerous pages on the brand’s website are very often excluded. Both because of the sobriety of communication sought by experiential brands and because of the cost that they can incur. Producing a lot of content while respecting a specific tone of voice often requires more qualified writers and several rounds of discussions with the client. Undeniably, that quality comes with a price tag.

Also, when a brand’s identity is so precious, SEO must become a work of art. We’re not talking about massive corrections or generic Title or META tag templates: each page of a catalogue is crafted individually, taking into account the characteristics of the products and the communication ambitions of the brand. The brand can then allow itself to say more, and to offer more optimised texts for some of them – no doubt more commercially strategic, or less critical in terms of image – and for others page elements can be identified that have less impact on the user experience (such as ALTs, descriptions or page footer content). It is no doubt easier to accept the creation of new pages, linked from the website footer, but in limited numbers, as well as the modification of strategic brand presentation pages. Readers will adapt to it.

And above all, things move more slowly. A website structure isn’t turned upside down all at once, the work of optimising websites with a strong identity happens gradually, one page and one suggestion after another, accumulating valuable experience that convinces the brand to change, little by little, some of its online habits. When it is regular and precise, SEO becomes a strategic component of a brand’s marketing operations: it contributes in the long term to its performance, but also to its influence.

All the more reason to activate it right now!

translated from French by Ruth Simpson

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Plan.Net Group

Interview with Plan.Net and MINI

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In order to support the journeys their customers take in a comprehensive and integral manner, automotive manufacturers are faced with the question of how to effectively set up their end-to-end customer experience management. MINI is regarded as a pioneer in adopting an excellent approach to customer centricity, and in doing so continuously develops the brand and corporate processes along the customer journey. How this is achieved is described by Ulrike von Mirbach, Head of MINI Europe, and Wolf Ingomar Faecks, Executive Board Member Serviceplan Group SE, Plan.Net Group and The Marcom Engine, in an interview with Lünendonk. The Marcom Engine has been responsible for pan-European and data-driven product and marketing communications for the BMW and MINI brands since 2020.

LÜNENDONK: Ms. von Mirbach, you have been with MINI for 17 years and have been Head of MINI Europe since July this year. Where is the brand today?

ULRIKE VON MIRBACH: Over the course of time, MINI has positioned itself as a strong brand in the market. Thinking in new ways, seeing challenges as opportunities, taking people’s wishes and needs into account in an open and unconventional way – all this is firmly anchored in the tradition of the brand that is MINI. We know what is required of us and understand how to encounter our customers and fans with the right emotions at the right instances. This is reflected in our very active community of millions of fans – not only on the street, but also online with hundreds of thousands of followers on Instagram.

It is clear to us that we have to focus on our three core target groups – customers & fans, multipliers and retail partners – in order to be successful. That’s why, together with The Marcom Engine, we are firmly embedding experience management into our marketing and sales organization as a central element.

LÜNENDONK: That sounds like a huge makeover. So let’s take a look behind the scenes at what’s been going on. Can you please outline how you are going about this?

ULRIKE VON MIRBACH: With pleasure. First, we put the customer journey at the center of our transformation. This means that everyone in our organization – regardless of discipline – asks ourselves what added value we can offer our customers at each touchpoint along the individual customer journey. It is important to us to put people at the center of every step we take in our brand communication, taking into account their respective needs and emotions. This is because we believe that customer centricity is not just a buzzword but ‘the’ differentiator of the moment in order to keep your finger on the pulse of the times – or, more specifically, on the pulse of your fans and prospects.

LÜNENDONK: How exactly do you feel the pulse of MINI fans?

WOLF INGOMAR FAECKS: We continuously monitor the online and offline behavior of our prospects and customers and analyze the resulting data for relevant behavioral patterns. This places us very close to our fans and allows us to react quickly should their behavior or needs change.

We derive the requirements for marketing and communication measures from our integral and comprehensive customer experience management and implement them at the appropriate points so MINI customers can see and experience them at the right time.

ULRIKE VON MIRBACH: Just take a look at the communication taking place in the social media community: our fans enthusiastically post photos of their MINI, talk to each other and ask about anything and everything to do with MINIs, and share stories about their latest road trips. This creates a genuine dialog with added value for the individual. Our MINI sales advisors throughout Eu-rope – as the face of our brand – play a central role here for the customers they serve and also for us as a brand. They act as “key opinion customers and sales experts”.

LÜNENDONK: An end-to-end customer experience management approach certainly places complex demands on an organization. How do you make the networking, the individual marketing and communication silos work?

ULRIKE VON MIRBACH: At MINI, we are constantly optimizing processes so that we can respond quickly and with agility to external influences and new requirements. To achieve this, we are developing MINI into a customer-centric organization – with integral and comprehensive horizontal experience management, an effective marketing and communications strategy, a technology architecture tailored to the strategy and, last but not least, the requisite corporate processes.

WOLF INGOMAR FAECKS: These four components are aligned at MINI to pave the way for experience management, track KPIs across individual channels, facilitate integral and comprehensive cross-channel management and optimization, and accelerate feedback from the customer data to product development.

LÜNENDONK: So you could say that MINI is undergoing a process in which you are continuously optimizing brand communication in a data-driven way?

ULRIKE VON MIRBACH: Absolutely. Nevertheless, having the right gut feeling is not something you should forego either.

WOLF INGOMAR FAECKS: By taking the technology landscape to the next level, we can align performance management with the customer journey to optimize touchpoints. With the help of a test-learn-adapt approach, we are continuously testing different designs, presentations and selections for their effectiveness. Atomic asset production makes it possible for us to play out assets in a more specific way, optimize the use of advertising media and implement new communication ideas.

ULRIKE VON MIRBACH: So this is how we continuously review the effectiveness of our measures throughout the entire sales funnel and optimize them where necessary. We opt for various, innovative implementations in the result, and offer our fans a MINI-specific brand experience which in turn satisfies customer expectations, increases brand loyalty and leads to higher sales figures in the long term.

WOLF INGOMAR FAECKS: We can therefore say that a product marketing loop is created which we can feed with the relevant product and communication data around the clock with the help of customer data management (CDM) and a digital asset management (DAM) system. Accordingly, this product marketing loop also has a major influence on how digital media assets are deployed and played out.

In this way, we are moving away from a rigid campaign logic and towards individualized always-on communication in which motif content, tonality and messages are individually compiled and played out on the basis of data points. This process is largely automated. In this area, we are in the midst of a transformation in terms of technology and processes.

LÜNENDONK: What exactly does this mean for your corporate structures?

ULRIKE VON MIRBACH: We are committed to a common European approach. This is not an end in itself, but a prerequisite for taking personalized, data-driven marketing to the next level and creating cross-channel management and a consistent brand experience that works across all EU countries. This is because the brand MINI is firmly rooted as an emotional premium brand in all European countries. In what we refer to as core units, we create digital standards that are fed by the findings and needs of the European countries.

Based on country goals and budgets and standards from the central core units, recommendations are then developed in hubs for country organizations to implement and activate. Al-ways with a strong feedback loop. We act efficiently and consistently across all European markets in this way, playing out the respective campaign nuances along our brand promise. The characteristic MINI feeling and the individual, urban mobility character noticeably permeate every brand communication. At the same time, we increase efficiency alongside effectiveness.

LÜNENDONK: Surely steering the campaigns in multiple countries in this manner also has an impact on the team structure.

WOLF INGOMAR FAECKS: Teams are now working much more cross-functionally, with people contributing their different skills to solve complex requirements together. For the MINI Editions, for example, we planned, designed, produced and executed a complex multi-channel campaign as part of a fully integrated team.

LÜNENDONK: And how does that translate into concrete successes?

ULRIKE VON MIRBACH: For one thing, the flexibility of the pan-European campaign allowed us to ensure that the brand experience was consistent and aligned from the first point of contact through to the point of purchase. Secondly, by involving the countries and their requirements at an early stage, we were able to intensify the activation of the campaign across the countries. The result: an actionable response from more prospects using the same amount of resources with an accelerated speed of response.

LÜNENDONK: How important is the team here?

ULRIKE VON MIRBACH: Paramount. Our successes and the continuous development are due to our closely inter-linked sales and marketing teams. This is because each individual in our European teams brings different experiences and expertise to the table, and at MINI they have the chance to incorporate this and “put it on the road” – in true MINI style. I’m therefore delighted that we are all focused on the brand and our sales with a 360- degree mindset – true to our MINI motto “We are all different, but pretty good together.”

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Serviceplan Group

The gateway to the hybrid world

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Connecting the real and virtual worlds, the metaverse is set to be the next big challenge for marketers. Gaming and e-sports are the drivers of a whole new entertainment industry.

When Facebook founder Mark Zuckerberg announced that the new name of his company was Meta, it was a huge clue to the internet’s next stage of evolution: the metaverse as the next iteration of the World Wide Web as we knew it. After all, virtual and physical worlds are increasingly converging and constantly creating new digital spaces. And one of the main drivers of this are games and the digital world of sports . So, it was only logical that the latest “International Roadshow” by the Serviceplan Group was dedicated to “Mythbusting the Metaverse” – with a particular focus on e-sports and gaming.

People are spending more and more time online, as Eva Simone Lihotzky, Director Group Corporate Strategy Serviceplan Group, is observing. While it was just 7 percent of their day in 2010, it is now around 38 percent – and will soon be 50 percent. “The pandemic has certainly fueled this development, but the third web is already very present.  Virtual worlds are becoming mainstream.”

Virtual spaces are now more creative and social

Online gaming platforms like Roblox, where the users invent their own computer games and can play them with others, are proving a huge hit. Like the team-based strategy game League of Legends, which is played by hundreds of millions of players every month and is constantly being developed. “Virtual worlds are becoming more creative and spatial,” Lihotzky says. “And they are also adapting themselves to users’ needs. This consistency is what makes them lasting companions and therefore also so interesting for the brand economy.”

We are currently “in the early stages of a new technology that has outgrown its hype status,” says Stefanie Kuhnhen, Chief Strategy Officer at the Serviceplan Group. In her view, a “learning community” is currently emerging and it is important to now get a foot in the door. “We shouldn’t just be thinking in single platforms anymore. There are lots of different metaverses that are emerging: open and decentralised, no longer just accessible with AR glasses, but more and more browser-based and mobile.” And the focus is not so much on creating 3D-rooms per se, but on creating exiting experiences and hence time that consumers want to spend with a brand. The “15 minutes that a user is spending in branded spaces or new communities can be worth more than the six seconds that they spend looking at an Instagram ad.”

Marketing is reinventing itself in the metaverse

Marketers need to face up to the metaverse in all its complexity. It is a gigantic space for playing, creating things, connecting with others and working, but also for processing transactions, consuming and even earning money. Online gamers and e-sports players are icons of youth culture and influencers in one. Something that hardly seemed conceivable to older generations is now becoming a reality: while the whole family used to sit down to watch TV together for an evening, young people are now tuning into Twitch to watch other online gamers play.

“In the USA, more kids play Fortnite than football and basketball combined,” says Christian Waitzinger, Chief Experience Officer Plan.Net Group, giving us a good idea of the dimensions. In his point of view, the convergence of the digital and physical lifestyle is already fully underway. Brands like Liverpool F.C. have a shop on Roblox, Chipotle has launched the Burrito Builder there and fashion brands like Gucci are also gradually making a foray into the worlds where young people can be found today. It all comes down to being in the place where your future customers spend the most time. And for Waitzinger, it is extremely exciting to see how more and more new business models are emerging from this and brands are rethinking their understanding of consumers.

Gaming is taking over from TV

Gaming has become more unifying across national borders than almost anything else. “Gaming is a sympathy multiplier,” says Alexander Turtschan, Director Digital Accelerator the Mediaplus Group. “E-sports arenas are the new movie theatres.” A way to lose yourself in stories, compete with others and keep on improving. “We see ecosystems emerging here. You can even become a superstar yourself and earn a lot of money. That’s why, e-sports are a serious contender for traditional sports in terms of marketing or sponsorship.” Here you can find everything that the marketer’s heart desires: attractive target groups, influencers, strong communities and, last but not least, the perfect gateway into youth culture.

The advertising industry is merging more and more into these new worlds and its focus now is to create meaningful engagement of lasting value. Nevertheless, “brands should still stick to their values,” believes Helmi Abdalhadi, Manager of House of Gaming at the House of Communication Dubai. He sees gamers as being very critical and professional and, as a result, the only way to reach them is with authenticity. “So, brands that engage with this target group always need to give something back, really embrace the culture and build up something from scratch. We definitely see a new media genre emerging here.

Brands are leading the way in brandification

More and more brands are recognising the momentum of this global movement and are aligning their gaming and e-sports strategies accordingly. “We realised that there are overlaps with our own fundamental brand strategy,” says Pia Schörner, Head of Gaming and Sponsoring at BMW Group. “Joy” or “thrills” are the perfect fit for what the BMW world refers to as its core. So, two and a half years ago, the Munich-based company began making their brand “future-proof for the younger target groups.”

Above all, it was about generating the maximum impact in what Schörner calls “the fastest growing segment of the entertainment industry”. They achieved this with partnerships with the six best e-sports teams in the world, as well as the development of unique formats such as ‘Brawls’, where well-known e-sports players compete against each other. Schörner believes that it’s very important to not just stubbornly throw in product placements, as so many brands do. “For us, it’s about being relevant.” Brandification is the magic word here.

Authentic advertising instead of mere selling

Markus Weiß, Director of Corporate Affairs & Company Spokesperson at McDonald’s Germany, is taking a similar approach. He admits that “McDonald’s isn’t the first brand that springs to mind when talking about something like e-sports”, but they have developed an approach for the new virtual worlds that is valuable and beneficial and goes beyond merely wanting to sell. “As a brand, we want to be an everyday companion that also gives something back and who is as just as passionate as our target group.”

Entering into a partnership with tournament organisers ESL, the world’s leading e-sports company, was not just a first step but is an important pillar of its gaming engagement until today. McDonald’s is meanwhile active at Gamescom, the world’s biggest trade show for video games, and is launching attention-grabbing promotions like the Twitch Sub Bombs (one-off subscription gifts): in this format, which saw them team up with well-known player collective PietSmiet, the burger giant surprised small content creators (micro-streamers) with a ‘gift’. Those watching the PietSmiet broadcast were encouraged to visit the micro-streamers’ pages – sending their total viewing numbers from the low double-digits into the thousands and therefore supporting the micro-streamers financially. “Whenever possible, we rather integrate the brand in a playful way, combined with our messages, instead of playing classic commercials”, explains Weiß. “Our ethos is: brand love meets brand trust.”

Missed the IRS22? If you’d like to watch one of the sessions, the videos are available on our website

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Eva Lihotzky

THE CHANGING FACE OF ART: HOW DIGITAL TECHNOLOGIES ARE RESHAPING THE ART WORLD

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Gallery owner Johann König on the digital transformation of the art sector, the significance of personal experiences and the allure of art for young target groups. An interview with Eva Simone Lihotzky.

EVA SIMONE LIHOTZKY: Mr König, you are regarded as one of Germany’s leading gallery owners. In recent months, you have designed and implemented a number of digital formats, such as an exhibition called The Artist Is Online together with Anika Meier. The international group exhibition could be seen offline at the KÖNIG GALERIE and online in Decentraland, a virtual world based on blockchain technology. What has been your experience with formats like these?

JOHANN KÖNIG: We are initiating many of these digital formats on www. misa.art with a view to being accessible and removing barriers and thresholds. For instance, in Decentraland – a virtual world based on blockchain technology – we held an online exhibition that ended with an online auction. However, we found that it was very difficult to access and that collectors were finding it difficult to buy an NFT – the underlying process was too complex (editor’s note: non-fungible tokens – NFTs for short – are counterfeit-proof certificates stored on a blockchain, effectively rendering digital artworks unique). As a result, we set up our own marketplace that allows people to pay with credit cards and bank transfers. This makes the market more accessible.

Do you think the art world will hold onto digital platforms like this in future or are they just a passing fad?

JK: No, they’re definitely here to stay. What’s also interesting is the technological possibilities that it opens up. That’s why we are planning to sell fractionalised artworks on www.misa.art as well – so people can buy part of an artwork instead of the whole thing. We believe that this will get far more people interested in art and lead to a greater identification with the market.

In another interview, you say that one of the main functions of the art world is to allow people to experience art more. In the business world, this would be termed ‘customer centricity’. What does the art sector need to do to be more customer- centric in its thinking?

JK: To answer this, I asked myself: “Why don’t people buy art? Or, to put it another way, what reasons are there for not buying art?” We then tried to identify and eliminate these objections one by one. In most cases, it’s because people don’t know the price or aren’t able to determine if the given price is reasonable – or sometimes it’s trivial things like not knowing how much it will cost to transport the artwork home. We resolved all of this with a software that brings all of these factors together

Immersive art experiences are an art form where the audience takes centre stage – just like Turkish-American artist Refik Anadol does with his works. What makes these artists’ work so special?

JK: First of all, I believe that art is always a holistic experience. And that you always need to feel it – not just see it. When you look at Refik Anadol’s art, it’s like being hypnotised: they are always moving and, thanks to AI, always new. That’s why it’s like a kind of meditative performance. He has succeeded in bringing aesthetics and concept together.

Do people who visit an immersive art exhibition have a different connection to art than they might have with traditional exhibitions?

JK: For me, it’s important for all KÖNIG GALERIE exhibitions to be immersive experiences – so we can use a space to let people experience something that they wouldn’t normally be able to. It’s only by offering your visitors an experience money can’t buy that you will make a lasting impression on them. At the same time, I believe that the experience factor in itself is becoming increasingly important. And that, in the age of social media, it’s very important to share the experiences with others, so that they in turn will feel compelled to experience them and will also be in a position to do so.

Do you think there will be more and more collaborations between commercial enterprises and artists in order to create exactly the kind of experiences we are talking about here?

JK: We are getting more and more commissions in this area in particular. This is because companies – or their brands – are not familiar with this kind of thing, don’t understand how the art market works and don’t know what relevant positions there are for specific target groups. We, on the other hand, have plenty of expertise and know what the right artistic position is for any given company. This is definitely an area that is not directly related to our gallery work where we are positioning ourselves to a greater and greater extent. We take a close look at the companies in question and determine what they stand for, what they want to achieve with the artistic collaboration and what target group they are aiming to reach. We also carry out a data-based analysis so that we can find the right position for the right company.

And then when you have your findings, you come together with the artists to create experiences that will make a lasting impression on the companies’ end consumers?

JK: It’s a mixture of things. It needs to be related to the brand and, in some cases, it needs to sell the brand – and of course it also aims to make something possible. But due to the fascination for art among a younger generation – or a wider group of people – we are also noticing that more and more companies are exploring the possibilities offered by art.

Why does art play such a great role among younger generations in particular?

JK: It’s because their own creativity plays a more important role. And because art and their own preferences and niche interests are a lot more accessible these days thanks to the internet and social media.

So you believe that, if companies differentiate themselves through various art collaborations, this could put them higher on the radar of younger generations?

JK: Absolutely! Thank you for talking to us, Mr König.

This artice first appeared in TWELVE, Serviceplan Group’s magazine for brands, media and communication. In the eighth issue, you will find further inspiring articles, essays and interviews by and with prominent guest authors and renowned experts centred around the magazine’s theme “A human-driven future: How humans are shaping the digital world of tomorrow”. The e-paper is available here.

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Wolf Ingomar Faecks

How the Nowness Economy is Changing the Way We Work

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We want it all and we want it now! During the coronavirus pandemic, people have developed new expectations when it comes to how they want to work. Looking for self-fulfilment and purpose, young generations in particular want both a career and personal well-being. Wolf Ingomar Faecks calls this phenomenon the “Nowness Economy” and advises companies that want to attract top talents in the long term to take on board and implement five key principles.

Creating a Framework for Cooperative Self-Organisation

April 2021 could well be seen as a turning point: the month in which some four million Americans resigned from their jobs – a phenomenon known as ‘the great resignation’. And, according to a study by Microsoft, this could increase in coming months, including outside the USA. This is because an estimated 41% of the global workforce are considering leaving their employer. This approaching wave of resignations can be attributed largely to three reasons:

Firstly, many employees no longer have a connection with their employers. Interpersonal communication has suffered because interaction has dwindled or is now based entirely online, leading many employees to feel that they are not noticed or appreciated.

Secondly, the pandemic has reinforced the employees’ view that they can only learn new skills or take the next step up the career ladder by moving to a new company. They don’t see any (further) opportunities for upskilling or advancement in their own company as things currently stand.

Thirdly, after a year riddled with change, employees are looking for a new direction to take. Rather than simply returning to their old pre-pandemic life, they want to pick up on the positive aspects of recent months and use these as a basis for making lasting changes to their own lifestyle.

These positive attributes include greater flexibility when it comes to their own working times and workflows. Remote work has meant that it’s no longer necessary to spend time travelling to the workplace every day and made it easier to plan working days and strike a healthy balance between family and work obligations. This allows people to concentrate on the things that really matter in their lives.

All of this is giving rise to an intrinsically motivated Nowness Economy. Rather than ‘business as usual’, employees are seeking out life paths that lead to purpose and personal fulfilment. In their career decisions, they are no longer interested in security that comes at the expense of living a full life. This means that they are considerably less willing to sacrifice quality of life in the interests of furthering their career. Instead, they are looking for a way to combine professional growth with personal wellbeing. Employees want to benefit from their newfound freedoms in the here and now; and at the same time, they want to shape the future today while rejecting any compromises that involve being tethered to any one employer.

The way in which companies meet these expectations will determine who will stay, who will go and what new employees are brought on board. Employers should therefore make use of the positive aspects of recent months and learn from the challenges they have been faced with – this will allow them to remain an attractive proposition in the market for top talent, in the long term and under these same conditions.

To capitalise on the zeitgeist of the Nowness Economy in this context, organisations need to take into account five core aspects and implement them:

1. Maximum flexibility rather than old patterns

Rather than ordering the entire workforce back into the office and reverting to old patterns, companies should now establish – if they haven’t already done so – the necessary conditions for flexible working models. Thanks to modern workplace booking systems and agile process management, it is possible to observe fluctuations in how often employees come to the office. This takes into account the individual work-life balances of each employee, while also making it possible to adapt to potential peaks in office capacity. As a result, employees are permitted the necessary freedom, the option of deciding for themselves when they come to the office and when they work from home – or in other words, continuous alignment based on the new requirements of the Nowness Economy.

2. Connecting the physical and digital worlds rather than differentiating between them

These days, the concept of ‘the office’ and employees’ connection to a company go well beyond the office in the physical sense. Accordingly, a cornerstone of the Nowness Economy can be used by managers focusing on transparent communication. Here it is imperative that employees are not only equipped with digital tools but, above all, with a digital infrastructure that enables them to participate in internal and external company discussions wherever they happen to be working. This means that collaboration models also need to be possible via different constellations – regardless of where employees are physically based. Concepts should be developed accordingly, complete with tools and systems that facilitate hybrid situations rather than hampering them. This will boost the team spirit even beyond the physical space, ensuring that all employees are given a voice and that their needs are taken into account.

3. Employer centricity instead of optimised human resources

The talent landscape has shifted and employee expectations have changed. Managers need to take a close look at the individual needs of each group within their company. From initial onboarding to individual career development paths and new work concepts, they should create an environment in which every employee can and wants to deliver their best performance for the company. Essentially, it all comes down to implementing an integral employer experience within the company rather than focusing solely on optimising resource allocation on company-wide projects.

4. Freedom for self-realisation rather than restrictive guidelines

Two core elements of the Nowness Economy are the desire for self-realisation and the need for self-determination. To give due consideration to these aspects, employers need a new organisational outlook: individual employees should be free to choose their own work practices within a given framework. However, this calls for a new concept of leadership – one in which leaders set the general direction and create an environment in which employees organise themselves. In this way, rather than curbing employee motivation, they encourage an ongoing willingness to learn and many ways for employees to contribute.

5. Explicit culture work instead of implicit culture vacuum

Introducing greater freedom and hybrid working models will have a fundamental influence on the organisational culture of the future. It will give rise to a cultural conglomerate that is based less on spontaneity and more on plannability. To lend this the right level of authenticity – and, in turn, get employees interested – companies should work on formats for instigating active cultural change that create the necessary degree of interaction. Environments, possibilities and formats for bringing people together should be initiated for this purpose: this is to provide the effects of the Nowness Economy with the necessary space and to allow the accompanying new cultural identity to develop.

To sum up, the way organisations can meet the new requirements of the Nowness Economy can be determined using five key elements: flexibility, freedom, hybrid working forms, employee-centric organisational forms and active culture work. This is the only way to achieve ‘mass uniqueness’ as opposed to ‘mass standardisation’ – and to ensure that the working environment allows employees to pursue their own self-realisation goals.

It is probably safe to say that we will not be returning to a pre-pandemic state of affairs – or at least that we should not aspire to do so. This is because new employee needs will force organisations to move away from old standards and give employees a new freedom to act as they see fit. Away from rigid company guidelines like fixed working hours and office attendance and towards flexible working times and hybrid working concepts. Only in this way will employees be able to help define their working environment wherever they happen to be and in the context of their day-to-day lives – and also play their part in shaping the future today.

This article first appeared in TWELVE, the Serviceplan Group’s magazine for brands, media and communication. You can read more exciting articles, essays and interviews by and with prominent guest authors and renowned experts in the eighth issue under the central theme “A Human-driven Future: How People Shape the Digital Tomorrow. Click here to access the e-paper.

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Christian Waitzinger

Building Best Brands in the Digital Age

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Since summer 2021, Christian Waitzinger has been Chief Experience Officer (CXO) at Plan.Net Group, one of the leading digital service providers in the field of customer experience and commerce. As an experience and design expert, Waitzinger is responsible for defining a service and product portfolio for designing and implementation of data-driven customer experiences. In the following Experience Manifesto, he describes what experiences means in today’s world, what it needs to represent, and what the requirements are for a high-quality experience.

The way that customers perceive and interact with brands – whether at home or on the go, via digital channels, in stores or when contacting a service hotline – has changed. Brands today need to provide a seamless, contextualized, and data-driven customer experience in order to meet customer expectations. This is nothing new. Yet, it is also no secret that very few companies have managed to satisfy rising customer demands and create a truly differentiating brand experience.

This is precisely what we are striving for with our holistic customer experience management: Our goal is to understand customers across every interaction, touchpoint and organizational unit – from marketing to sales to customer service departments. Our task is to orchestrate and systematically improve all of these areas, because the key to lasting customer loyalty is a brand experience that is unique, personalized, appropriate anytime, anywhere, and constantly evolving.

Ideally, this process is managed centrally by collecting and evaluating customers’ experiences and data. We utilize this information to continuously improve the experience across sales, customer service and e-commerce. The result is a loop optimized incrementally by decision-makers via a process of distilling the insights gained from customer interactions and incorporating these into communications and further product development. The primary task is to build a personal relationship with the consumer: to create an ongoing dialog that calibrates the right time, place, and information with the customer’s personal interests.

Alongside a number of specialized disciplines – such as data, media, tech, user experience design and creation – what is needed above all is a cohesive experience strategy along with overarching organizational structures and processes within a company that are attuned to customer needs. To achieve this, companies must network their individual expertise and create synergies between creation, media, data, and tech – in other words, they must think about and orchestrate their customer experience holistically.

INTRODUCE OVERARCHING ORGANIZATIONAL PROCESSES

An experience strategy must be supported by all departments. It requires the right resources, skills and tools as well as the empowerment of individual employees and departments to be able to make decisions quickly and independently. However, this is often difficult within the traditional organizational structure of a company. A better approach is to establish customer journey teams that collaborate across departments, as some of our customers are already doing today.

Holistic customer journey mapping plays a key role in the organizational process, allowing us to centrally collate key insights in terms of customer expectations, data, and processes. With these as a basis, we are able to identify customers’ rational and emotional needs and a range of potential areas for improvement, as well as the necessary tools and systems, and the KPIs we need to measure.

Another crucial task is to ensure that the insights gained from a customer journey are implemented and result in genuine improvement. This requires an ROX (Return On Experience) model across the journey to plan and monitor the entire experience.

ESTABLISH A FUNCTIONING BRAND SYSTEM

The brand core itself serves as the basis for the holistic experience along the customer journey. Decision-makers should critically reflect on whether their brand’s fundamental visual identity is designed to allow the brand to withstand the continuous evolution of digital products and services, and thus remain successful in future. The necessary components of the brand identity are constructed in a manner that allows them to quickly and
consistently convey a uniform and harmonious image across all channels – and whether the way that the brand is perceived will still make sense in the future if parts of the brand experience are automated.

Today, many brand guidelines still consist of 90 percent print and offline instructions, thus criminally neglecting the brand’s digital component. Yet interface design will continue to evolve in the direction of “Zero UI”. People will increasingly talk to computers and expect an intelligent response. Data will serve as the basis for almost all services and products – today and in the future. A coherent, modular, and centrally orchestrated enterprise design and asset management system is therefore indispensable. Without this existence, it is virtually impossible to create a coherent and personalized customer experience. In addition, further development of the design system must be approached not as a one-off project but instead as a program that is managed centrally and across all departments.

FOCUS ON CREATIVE EXCELLENCE

As well as digitization and automation, constant performance tracking and the latest tech stack, experience requires passion, soul, creativity and innovation. The best digital ecosystem is worthless if it is not brought to life through good content, a differentiated user experience, and emotional storytelling.

In terms of the user experience in particular, there is need for improvement because digital products and services often appear interchangeable. Currently, the majority of them are designed according to best practices in order to make the experience for users as simple as possible. This is not wrong itself – the aim is to ensure that applications are easy to use. But the result is that every app works in the same way, virtually all e-commerce checkout processes are interchangeable, and most websites share a similar structure with familiar navigation.

It is time to ask whether the development of the user experience has been shaped too much by the notions of utility and usability – and whether there is an over-reliance on branding and marketing activities to provide brand differentiation. User experience design must return to its own creative strengths and no longer act in isolation. A good user experience can also provide differentiation – especially when combined with appropriate marketing and branding, attractive storytelling and emotional content. This allows us to create special, memorable moments and a coherent, stand-out brand experience for consumers.

ALIGNING DIGITAL PRODUCTS WITH MARKETING AND BRANDING

Digital products and services today need to be fused with marketing and branding in order to create a perfect brand experience. Consumers should feel a positive sense of engagement at every touchpoint by being appealed to at the right time in the right context and always finding themselves in the ecosystem of the brand world.

That’s why it’s desirable to closely dovetail product and marketing activities: The insights gained in the product world regarding consumer behavior are extremely relevant to the creation of branding and marketing activities. Marketing data in turn informs product development. After all, you want to make the right decisions in all areas.

This requires merging the marketing and product loops, aligning content and experience, and orchestrating all the creative disciplines to create a unique brand experience for customers. Because a great user experience boosts a brand, and a strong brand has the power to positively influence a digital product.

GREATER LOYALITY AND INCREASING CUSTOMER LIFETIME VALUE

Everyone knows that it is many times more expensive to acquire new customers than to keep them within the brand ecosystem. And a positive experience is key here, too: After all, customers who are enthusiastic about the entire product experience have less reason to look elsewhere. So the better the experience, the greater their loyalty and customer lifetime value (CLV), one of the core customer experience KPIs. And the harder and more expensive it is for competitors to regain the customers they’ve lost.

At Plan.Net, we are convinced that a successful customer experiences will in future require an integrated strategy and organizational processes, a brand system equipped for the future, and, above all, creative excellence. As the most creative digital service provider in Germany today with a high level of expertise in data-driven tech, our aim is not only to not only generate the brand promises for our customers, but above all to actually deliver on them – with consistent, seamless, and creative appeal across every platform and touchpoint.


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Wolf Ingomar Faecks

VUCA 2.0 – the antidote in uncertain times

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It was back in 1992 when Herbert F. Barber came up with the term VUCA – Volatility, Uncertainty, Complexity and Ambiguity – but it also happens to be a near-perfect description of how things are right now. Although initially introduced by Barber as a concept for strategic company management, VUCA also reflects the problems currently facing managers – including outside of their respective organisations. Today, it describes the influences that global dependencies, political controversies, technologisation and changing consumer behaviour are having on companies and entire sections of society – and therefore keeping 21st-century managers on their toes.
However, hardly any of these influences has brought about such far-reaching changes as the COVID-19 pandemic, which has been hanging over us since March 2020. It has led to events that many people had previously thought impossible: e-commerce penetration in the US grew from 16% to approximately 34% within the space of three months (by way of comparison, it took about ten years to increase from 5% to 16%); internal projects for which a timescale of around three years had initially been planned were launched over a single weekend; and entire industries were turned on their heads – restaurants, healthcare and traditional retail being cases in point. The coronavirus has led to longstanding certainties losing their currency and being replaced by a new normality – meaning that VUCA has taken on a whole new importance.

Digitalisation: the constant factor in the new normal

In the ensuing uncertainty, digitalisation is now a central instrument on the agenda of all company bosses as it allows them to respond more flexibly to these volatile influences and to introduce countermeasures. Although it had already been quite a challenge for many companies to take their company processes to the next (digital) level, the advent of the coronavirus now means that this has become a survival factor that will determine each company’s future. Whether it’s a question of expanding the online area to include offline sales, implementing projects entirely by digital means or managing teams via digital channels – digital services and platforms facilitate these initiatives in only a fraction of the originally intended time and are therefore a central component of company management. And one that is here to stay.

The challenges for managers involve overcoming the physical distance to individual colleagues brought about by the need to work from home and, in spite of largely decentralised teams, to create digital interactions with a view to implementing project processes and encouraging team spirit. As a result, the pandemic has increased the urgency of implementing digital solutions as this is the only way to counter the crisis adequately and to respond more swiftly to the impact that it is having. So it’s no wonder, then, that – according to a DMEXCO trend study – approximately 70% of managers based in the DACH region indicated that the pandemic will speed up their planned digital transformation projects to enable them to meet the new requirements.

Adaptability will determine future company success

Managers are currently being given a crash course not only in digitalisation, but also in change management and New Work. Here, one of the main critical success factors will be how individual managers practise ‘remote leadership’ in companies – this is because the agility and flexibility of the predominantly cross-functional and decentralised team members must be ensured continually. One fundamental aspect for companies is therefore how skilfully and quickly they can respond to crises and changes in their organisational environment and adapt their organisation accordingly.

VUCA 2.0 – an antidote for the current state of uncertainty

Driven by external influences, managers feel forced to explore new avenues and acquire new skills so they are in a position to face up to increasingly pressing questions. This is why it is necessary to have a clear understanding of the organisation’s common orientation and to be able to convey this successfully within the company and tackle the challenge together.

This is done by communicating a Vision, by Understanding the context, by presenting these with Clarity and implementing them with the necessary Agility – or, in short, with VUCA 2.0. This can be seen as the antidote to the VUCA term introduced by Herbert F. Barber. VUCA 2.0 gives managers guidelines that they need to apply in their operational management functions in order to keep on top of current and future challenges:

V ision:

More than ever before, managers need to be able to provide continual orientation in the context of changes and to put forward a vision that the organisation can gear itself towards. This not only requires the definition of a ‘guiding star’ but also the necessary degree of transparency that will allow each and every employee to devote themselves to the mission at hand. At the same time, it is important to create a common understanding of values and the organisation’s strategy so that managers are in a position to make relevant company decisions, thereby enabling their teams to take the same route.

U nderstanding:

As well as defining a common vision, a far-reaching understanding of structures and processes is important in order to be able to apply skills that exist within the company quickly and effectively. At the same time, an in-depth understanding of the company context must exist – this is necessary for adapting flexibly to dynamic requirements from customers, competitors and changes in the political climate. To this end, transparent communication and networking need to be established throughout the company so that any volatile influences can be nipped in the bud. Only in this way is it possible to respond flexibly to external changes, to minimise risks and encourage resilience.

C larity:

One way to deal with the complex internal and external organisational environment is with focused and clearly formulated company management. This will bring clarity to the existing fog of chaos, enabling effective countermeasures to be defined and implemented. As a result, processes can be structured more clearly, communication channels used more efficiently and company decisions conveyed quickly and resolutely so that, in spite of the existing complexity, they can be communicated transparently to employees and continually made visible.

A gility:

In order to remain viable for the future, companies need to be agile enough to adapt to external requirements and flexible enough to respond to a changing environment. This means that agility not only needs to be reflected in the company structures and processes – at the same time, it constitutes a leadership quality that is evident when managers demonstrate an agile mindset. This is why initiating a cultural shift and establishing flexible processes and cross-functional cooperation models is a central function for managers today. To do so, they must be able to communicate openly within the organisation and find suitable solutions for external changes quickly – without losing sight of the aforementioned ‘guiding star’.

Digitalisation is central to the success of VUCA 2.0

VUCA 2.0 offers managers an approach that can guide them in times of mounting uncertainty. However, this also means that suitable technologies need to be used, digital platforms set up and internal knowledge transfer geared in such a way that relevant information, data and transparency can be exchanged quickly and flexibly with regard to the changing situations. To this end, organisations should do away with siloed thinking, encourage integration and collaboration between different areas and establish mechanisms that motivate self-reflection. In addition, companies have to create an environment for ongoing learning and a values-based culture in order to provide employees with the tools they will need to deal with sudden, unforeseen events. This empowers individual teams and employees – through personal responsibility and reflection – to counter the combination of volatility, uncertainty, complexity and ambiguity that is set to be the norm for the foreseeable future. Such an approach ultimately enables employees and managers alike to make use of the necessary information strategically and in the interests of the company – all with a view to optimising resource distribution and avoiding inefficiency.

VUCA 2.0 as a core skill of today’s organisations

Implementing the guidelines of VUCA 2.0 is ultimately a critical factor for managers when it comes to withstanding the challenges posed by the VUCA influences today and in the future – and emerging stronger than ever. By defining a vision, understanding their own organisation and ensuring clarity in their communication and agility in their actions, it is possible to take the edge off uncertainty and, in turn, to follow a common vision together. Changing management and employee conduct in line with VUCA 2.0 will well and truly bear fruit once it has been aligned with the right tools, platforms and technologies. However, intended change only occurs when its wheels are set in motion – and what better time for change than right now?

This article first appeared in TWELVE, the Serviceplan Group’s magazine for brands, media and communication. In the seventh issue, you will find further inspiring articles, essays and interviews by and with prominent guest authors and renowned experts centred around the magazine’s theme “Rethink!”. The e-paper is available here.

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