{"id":1027,"date":"2022-09-30T17:24:44","date_gmt":"2022-09-30T15:24:44","guid":{"rendered":"https:\/\/changephobia.de\/marketing-and-digital-transformation"},"modified":"2022-07-05T12:38:31","modified_gmt":"2022-07-05T10:38:31","slug":"marketing-and-digital-transformation","status":"publish","type":"post","link":"https:\/\/changephobia.de\/en\/marketing-and-digital-transformation","title":{"rendered":"Marketing and digital transformation"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1248px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:20px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><h2>Kaum eine der klassischen Funktionsbereiche ist vom digitalen Wandel so stark betroffen wie das Marketing<\/h2>\n<p>In der akademischen Ausbildung viele Jahrzehnte der Standard erinnern wir uns sicher alle noch an das Marketing Mix und die 4Ps Place, Price, Product and Promotion. Zwischenzeitlich erfolgte eine Erweiterung um Process, Physical Evidence und People auf 7Ps (Magrath 1986). Dabei gilt auch in Zeiten von Digitalisierung, K\u00fcnstlicher Intelligenz und Klimawandel ein attraktives Leistungsangebot, eine optimale Positionierung, ein geschicktes Pricing und eine markenad\u00e4quate Pr\u00e4sentation als ein zentraler Erfolgsfaktor. Was hat sich also ge\u00e4ndert? Ein Blick auf die Mittelverwendung bringt Klarheit. Der gr\u00f6\u00dfte Teil der finanziellen Budgets werden f\u00fcr Social Media Marketing, Suchmaschinen-Marketing und digitale Displaywerbung ausgegeben. Die eingesetzten Budgets f\u00fcr Print und Eventmarketing sinken dagegen kontinuierlich. Einzig die Ressourcen f\u00fcr Pressearbeit bleiben stabil. Und nat\u00fcrlich hatte die Pandemie einen starken Einfluss auf die Schwerpunktsetzung. So haben nur sehr wenige physische Messen stattgefunden. Die meisten digitalen Messen waren eher eine Notl\u00f6sung, kamen nicht an die Kontaktqualit\u00e4t einer traditionellen Messe heran. Dennoch, in einem noch nie dagewesenen Umfang erfolgten virtuelle Meetings, global, national, regional. Gerade Vertriebs- und Reisekosten wurden in den letzten Monaten massiv eingespart. Der Einsatz von Virtual Reality und Augmented Reality in der Durchf\u00fchrung von virtuellen Meetings, Messen, Trainings und Konferenzen zeigte phantastische M\u00f6glichkeiten bei immer besser werden Datenbrillen auf.<\/p>\n<\/div><div class=\"fusion-image-element \" style=\"--awb-caption-title-font-family:var(--h2_typography-font-family);--awb-caption-title-font-weight:var(--h2_typography-font-weight);--awb-caption-title-font-style:var(--h2_typography-font-style);--awb-caption-title-size:var(--h2_typography-font-size);--awb-caption-title-transform:var(--h2_typography-text-transform);--awb-caption-title-line-height:var(--h2_typography-line-height);--awb-caption-title-letter-spacing:var(--h2_typography-letter-spacing);\"><span class=\" fusion-imageframe imageframe-none imageframe-1 hover-type-none\"><img decoding=\"async\" width=\"825\" height=\"583\" title=\"Huehner-in-Gruppen-frei\" src=\"https:\/\/changephobia.de\/wp-content\/uploads\/2022\/06\/Huehner-in-Gruppen-frei-1.png\" alt class=\"img-responsive wp-image-739\" srcset=\"https:\/\/changephobia.de\/wp-content\/uploads\/2022\/06\/Huehner-in-Gruppen-frei-1-200x141.png 200w, https:\/\/changephobia.de\/wp-content\/uploads\/2022\/06\/Huehner-in-Gruppen-frei-1-400x283.png 400w, https:\/\/changephobia.de\/wp-content\/uploads\/2022\/06\/Huehner-in-Gruppen-frei-1-600x424.png 600w, https:\/\/changephobia.de\/wp-content\/uploads\/2022\/06\/Huehner-in-Gruppen-frei-1-800x565.png 800w, https:\/\/changephobia.de\/wp-content\/uploads\/2022\/06\/Huehner-in-Gruppen-frei-1.png 825w\" sizes=\"(max-width: 640px) 100vw, 825px\" \/><\/span><\/div><div class=\"fusion-text fusion-text-2\"><h2>Alles eine Frage von Kommunikation..<\/h2>\n<p>Es wird schnell deutlich Marketing wird zunehmend technologieorientierter. Technologie zum Customer Relationship Management, Content Management System, Web-Analytics, Search Engine Optimisation Tools, Email Marketing Tools, Landing Page und A\/B Testing werden bereits umfassend auch im Mittelstand genutzt. Neu und verst\u00e4rkte Bedeutung erhalten alle Werkzeuge rund um die Erstellung von digitalem Content Marketing, wie Video Making Tools, Tools zum Erstellen von interaktivem Content, Content Curation Tools und Content Marketing Plattformen. Interessant ist auch die Vielzahl an Software rund um das Social Media Management, wie Social Media Listening und Monitoring Tools. Spannend ist die Frage, ob Technologie und die entsprechenden Kompetenzen zur Nutzung In-house vorhanden sein m\u00fcssen oder externe Partner dieses Know-how als Dienstleistung zur Verf\u00fcgung stellen sollten. Eigentlich ist die Antwort klar. Alleine die enorme Entwicklungsdynamik macht es unm\u00f6glich auch f\u00fcr ambitionierte KMUs diese Ressourcen in der notwendigen Qualit\u00e4t vorzuhalten. Dennoch, wir meinen s\u00e4mtliche Marketing und Vertriebsverantwortliche m\u00fcssen ihr Technologie-Know-how deutlich ausbauen. Eine gro\u00dfe Herausforderung und Notwendigkeit f\u00fcr zus\u00e4tzliche Budgets f\u00fcr die passende Software und entsprechende Trainings.<\/p>\n<p><!-- \/wp:post-content --><\/p>\n<p>&nbsp;<\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Aus der Sicht von changephobia besteht gr\u00f6\u00dfter Nachholbedarf, und enormes Potential f\u00fcr Start-ups und kleinere Unternehmen. Gerade der David kann gegen\u00fcber dem Goliath mit mehr Marketing-Technologie eine Menge gewinnen. Wir unterst\u00fctzen Organisationen, KMUs und Start-ups beim Update und Upskilling ihrer Marketingaktivit\u00e4ten und der Integration in die bestehende Organisation. Damit k\u00f6nnen Sie vom ersten Tag an voll durchstarten.<\/p>\n<p><!-- \/wp:paragraph --><\/p>\n<p>&nbsp;<\/p>\n<p><!-- wp:paragraph --><\/p>\n<p>Changephobia ist eine Initiative von Prof. Dr. Uwe Sachse. Zielsetzung ist die weitverbreitete Unlust gegen\u00fcber Ver\u00e4nderungen durch die Lust am Wandel zu ersetzen. Changephobia steht entgegen dem eigentlichen Wortsinn f\u00fcr das Erm\u00f6glichen von Transformation im t\u00e4glichen Denken und Handeln. Changephobia unterst\u00fctzt Organisationen, KMUs, Inhaber und Investoren dabei s\u00e4mtliche Kr\u00e4fte zu b\u00fcndeln und wirkungsvoll f\u00fcr Wachstum zu nutzen.<\/p>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Hardly any of the classic functional areas is as strongly affected by the digital change as marketing. In academic education, which has been the standard for many decades, we all certainly remember the marketing mix and the 4Ps of place, price, product, and promotion. In the meantime, Process, Physical Evidence and People have been added to 7Ps (Magrath 1986). Even in times of digitization, artificial intelligence, and climate change, an attractive range of services, optimal positioning, clever pricing, and a brand-appropriate presentation are key success factors. So what has changed?<\/p>\n","protected":false},"author":1,"featured_media":811,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18],"tags":[],"class_list":["post-1027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing and digital transformation - changephobia<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/changephobia.de\/en\/marketing-and-digital-transformation\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing and digital transformation - changephobia\" \/>\n<meta property=\"og:description\" content=\"Hardly any of the classic functional areas is as strongly affected by the digital change as marketing. In academic education, which has been the standard for many decades, we all certainly remember the marketing mix and the 4Ps of place, price, product, and promotion. In the meantime, Process, Physical Evidence and People have been added to 7Ps (Magrath 1986). Even in times of digitization, artificial intelligence, and climate change, an attractive range of services, optimal positioning, clever pricing, and a brand-appropriate presentation are key success factors. 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