How to market?

Published on: April 6, 2021 / Update from: September 14, 2021 - Author: Konrad Wolfenstein

The greatest potential, the greatest reach and the most opportunities can undeniably be best exploited via the digital world, via the Internet.

However, the digital offerings are like in a supermarket. All things that entice you, look beautiful, promise a lot and in the end you realize that you didn't need it for what you wanted it for.

How to find the right fit for your own personality, company culture and values? From concept, strategy to implementation? How to find the right one that detects and corrects undesirable developments in the strategy?

Actually, you need this one, this Dr. Summer for banal and complex questions. The one who is a driving instructor and car dealer in one and is familiar with tuning and repairs for all common vehicle types. These jack-of-all-trades. Who immediately knows the answer to your probing question or knows the possible solution. And each of us probably knows an all-rounder from our circle of acquaintances who we admire with envy and the way he approaches things and solves problems with ease.

And then we ask ourselves, where are these specialists on the Internet, in this digital world? Who hasn't experienced huge disappointments here? Big promises, nothing behind them? Yes, these charlatans exist. No question. But in reality it's usually the case that it just didn't fit. That the idea and expectation didn't actually match and that they tried anyway. The bride (or the man 😉 ) was too pretty to look at.

Where are the experts who not only know big data, lead nurturing, optimization and cases like success stories, but who also see the human being in the customer? Who have a heart for the product, ideas and passion? Who simply speak the language that normal people understand?

It becomes all the more difficult in photovoltaics, for example, because there are fewer digital experts to be found here compared to beauty, lifestyle and other popular products.

So what to do?

First and foremost, you should first break down home-made barriers. What I have experienced again and again is that there is usually a certain amount of know-how and affinity for this topic internally, but it is used less. As the saying goes? The prophet is worthless in his own country. You always look outside instead of looking around your own house.

What I want to say: Ask employees internally where the problems are and how they can be fixed. What the suggestions are. Most of the time, internal processes are designed to suit the convenience of a few who cherry-pick and leave the rest to others. They constantly draw attention to how successful they are with a lot of noise, but in doing so they mercilessly complicate and paralyze all the other internal processes.

What does this have to do with marketing? Marketing begins with your own processes and structures, which must be questioned again and again.

Kaizen would be an example

Kaizen comes from Japanese and means “change, change for the better, change for the better”.

Kaizen has its origins in the automotive industry. More specifically, it comes from Toyota. Japan was in economic decline after World War II. The overall economic problems also weighed on Toyota. The aim was to use a recurring method to work on the continuous improvement not only of the products, but also of the processes, structures and people. You invest in machines, they are written off and ultimately scrapped. Something new is coming. Processes and structures remain. Employees also stay. It therefore makes sense to continually improve the skills of workers and employees and to use their knowledge, experience and work performance.

Kaizen is also becoming increasingly popular in companies and organizations from other industries. For example, Kaizen is used in logistics, especially in intralogistics.

Kaizen pursues several goals. The main goal is higher customer satisfaction, since customer acquisition is more expensive than customer retention. To ensure customer satisfaction, four factors are in the foreground:

• Cost reduction
• quality assurance
• Speed ​​(time efficiency)
• flexibility

The proponents of the Kaizen method assume that the current situation can be improved and that one must continue to work on it in order to improve it.

Furthermore, changes (“change”) in the area of ​​employees are desired. Their commitment should be guaranteed through ongoing training, and internal hierarchies should be adjusted so that every employee can participate.

The Kaizen philosophy advocates a strong involvement of all areas of a company in a constant effort to create a better working environment for everyone involved through process improvements, which in turn should guarantee the best quality of the products. It is therefore important to carry continuous improvement into all areas.

Coming from IT and logistics, I have been looking for options and solutions for these areas for 15 years

• service
• Crafts
• product
• service
• B2B – B2C

wanted to better exploit internal potential and develop a spirit for development and the optimal chance for success.

In addition to Kaizen are

• Agile Development (a technique from software development)
• Scrum (a model of project and product management)
• Six Sigma (a management system for process improvement, at the same time a method of quality management)

the building blocks that have significantly advanced my development in the areas of digital, global marketing, VR/AR/MR (virtual/augmented/mixed reality), logistics/intralogistics and photovoltaics.

What matters

The headline could therefore have been: “How to market logistics/intralogistics?”, “How to market photovoltaics?” or “How to implement global marketing?”

If you take a closer look at the topics on Xpert.Digital, you will quickly notice that they all have a large thematic overlap in which the individual pieces of the puzzle reflect an overall picture, the know-how. When we talk about products here, they do not stand alone next to each other, but rather form a complementary whole. This open system makes it possible to quickly and continuously integrate additional topics and innovations and expand competence. Nothing is lost, growth strengthens.

I assume you expected something different under the signature. That's a good thing. If you got what you expected, then this post would have been as pointless as so many of the articles on similar topics that are in many ways very similar.

The aim was to create an understanding that changing a service provider or agency would not bring the big change or breakthrough that you are looking for (or desire?) for your tasks (or problems?).

The example of diets always comes to mind. There are countless tips and ideas on how to lose weight successfully. But the fact is that it requires a change in diet and lifestyle if you really want to have sustainable and effective success. Flickering won't get you anywhere here. Short-term successes are not uncommon, but the old behavioral patterns and habits remain, so a high relapse rate is guaranteed. A study shows that in the diet example, the relapse rate is more than half. After five years, almost three quarters are back to their old excess weight.

Suitable for:

• Criticism: TOP 100 SEO not that great at all
• Over 30% of solar engineers have not yet arrived in the digital age
• Digital Innovation Hub from the very beginning for logistics and photovoltaics

 

More about it here:

Agile development

Important note: The PDF is password protected.
Please get in contact with me. Of course, the PDF is free of charge. Important note: The PDF is password protected. Please contact me. Of course the PDF is free of charge.

German version – To see the PDF, please click on the image below.
Geran Version – To view the PDF, please click on the image below.

Further examples:

The Scrum process

Six Sigma

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Xpert.Digital – Konrad Wolfenstein

Xpert.Digital is a hub for industry with a focus on digitalization, mechanical engineering, logistics/intralogistics and photovoltaics.

With our 360° business development solution, we support well-known companies from new business to after sales.

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