Serviceplan Corporate Blog
The rapid changes of our time lead to conflicts between cultural traditions and new ways of life. Career advancers spend more time in the office, they often go on business trips, they have less time for themselves and their families. The lack of time changes everything from eating habits to family orientation, the way of communicating and consumer behavior. And in many international markets, foreign influences, industrialization or massive urbanization are turning even ancient traditions upside down. Individualization is increasing and consumer behavior is spreading, particularly in the middle classes around the globe, which is intended to showcase the newly acquired status.
Corinna Gleich, Junior Digital Media Planner at Plan.Net Media Erste, has travelled to China to work for three months as part of an internal company exchange programme. She’s been at the House of Communication in Beijing for four weeks now, and is starting to feel at home in China’s capital city. We asked her to write about all about the surprises that living there has brought so far. This report is based on her experiences during the first four weeks.
Insiders have known it all along: When foreign companies succeed in growth markets, half of the success factors are directly related to the adaptation or localization of key elements of the brand strategy. The key question is how best to adapt a brand to local expectations and requirements. Based on multiple years of consulting experience, we at Globeone have developed the so-called market-driven positioning process. This multi-stage process ensures that all relevant internal and external factors are taken into account in the analysis and development of the positioning strategy. The result is a positioning concept that is actually tailored to the needs of consumers and at the same time protects the brand itself from overstretching.
Spring has finally sprung, driving even the most hard-nosed online marketeers outdoors to enjoy the sunshine. It’s a time when important trends and developments can easily be missed – and that’s why we’ve summarised the most important SEO news for May here. This time we will be looking at the development of the search market, Google’s assault on e-commerce, and possible negative impacts of language assistants on our behaviour.
Forbes Magazine named 2017 “the year of voice search,” as 43% of US online adults now use a digital assistant and 97% say they like to get general information from digital assistants today. According to Techcrunch, the Echo Dot was the best-selling product on all of Amazon in the 2018 holiday season. That’s a big reason that 60% of people started using voice search over the past year according to Mindmeld. These statistics make it clear that the $100B global search industry is getting ready to pivot in a new direction. How will voice tech effect your brand’s marketing strategy? Here’s what you need to know.
Perhaps you have made a comfortable life for yourself. Thinking about your pension. Your favourite TV show on Sundays. Parents’ evenings and taking your clothes to the charity shop. Perhaps earlier today you were in the doctor’s waiting room, mindlessly flipping through the pages of a magazine from last year. Perhaps you unexpectedly found yourself with some time. On the train home when you entered a network dead zone. Or when you were mowing the lawn or cleaning the stairs. When you missed out on rolls at the bakery around the corner or found that the supermarket had closed for the night.
The successful positioning of a brand is part of the high art of marketing. Based on complex factors, a concept needs to be developed that supports branding in the minds of consumers in the local target market. In the first part of our blog series we explained the most important strategies for the global expansion of brands. Against this backdrop, brands basically have the possibility to choose between a global, hybrid or local positioning. It is therefore important to determine the right degree of adaptation to the local market on the basis of suitable criteria.
The House of Communication in New York has been open since the beginning of May and, with 65 colleagues and exciting customers, it is already “fully operational”. It also has a roof terrace with a spectacular view of Midtown Manhattan.
Again and again, brand managers underestimate the simple fact that brands are first and foremost created in the minds of local consumers. The results don´t always meet the expectations of the top management at HQ. A Volkswagen may be a mid-size car in Germany, in China it is definitely a premium car for most buyers and perhaps even a luxury car in India. The development of an international positioning strategy therefore requires a thorough analysis of one’s own brand perception in the target market. This is necessary to ensure that the communication of one’s own strengths can be aligned with consumer needs.
The management theorists have discovered a new wonder weapon: New Work. Pretty much everything to do with agility, the meeting of equals and self-organisation in the widest sense is subsumed under this term. The hope is that this will generate greater innovative energy and enhance companies’ ability to create value, or to put it in a nutshell: New Work is supposed to cure all the painful symptoms of a dysfunctional organisation at a stroke. All the time- and energy-sapping meetings, the corporate policy that devours your creative spark, the never-ending decision-making processes, the silo mentality cemented into people’s heads. The deeper the pain an organisation feels, the more hopeful the New Work promise of being the solution for the digitised, disruption-friendly VUCA age sounds. All the employees are highly motivated to work with each other, focusing on the customer and for the benefit of the enterprise, self-organised, collaborative and in blissfully agile coexistence.