How to market it?

Undoubtedly, the greatest potential, the greatest reach, and the most opportunities can best be exploited via the digital world, via the internet.

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

How do you find the right approach for your own personality, company culture, and values? From concept and strategy to implementation? How do you find the right approach that identifies and corrects strategic flaws?

What you really need is that one person, that Dr. Sommer, for both trivial and complex questions. Someone who's a driving instructor and car dealer rolled into one, and who knows everything about tuning and repairs for all common vehicle types. That jack-of-all-trades. Someone who immediately knows the answer to your persistent question or has a possible solution. And surely each of us knows an all-rounder in our circle of acquaintances whom we admire with a touch of envy for the ease with which they tackle things and solve problems.

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 simply wasn't a good fit. That the idea and the expectations didn't match up, and yet people tried anyway. The bride (or groom 😉) was just too attractive.

Where are the experts who not only know about Big Data, lead nurturing, optimization, and success stories, but also see the person behind the customer? Experts who have a heart for the product, ideas, and passion? Experts who simply speak the language that ordinary people understand?

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

So what should be done?

First and foremost, one should dismantle self-imposed barriers. What I've repeatedly observed is that a certain level of know-how and affinity for this topic already exists internally, but it's underutilized. As the saying goes, a prophet is not without honor except in his own country. People are always looking outside themselves instead of taking a look around their own house.

What I'm trying to say is: internally, ask the employees where the problems lie and how they can be solved. Ask for their suggestions. Most of the time, internal processes are geared towards the convenience of a select few who have cherry-picked the easy parts and left the rest to others. These are the same people who constantly make a lot of noise about their success, 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 one's own processes and structures, which must be constantly re-examined.

Kaizen would be an example

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

Kaizen originated in the automotive industry. More precisely, it comes from Toyota. Japan's economy was in ruins after World War II. The overall economic problems also affected Toyota. The goal was to use a recurring method to continuously improve not only products, but also processes, structures, and people. Investments are made in machinery, which is then depreciated and eventually scrapped. New products arrive. Processes and structures remain. Employees also remain. Therefore, it makes sense to continuously improve the skills of workers and employees and to utilize their knowledge, experience, and performance.

Kaizen is also gaining increasing popularity in companies and organizations from other sectors. For example, Kaizen is used in logistics, especially in intralogistics.

Kaizen pursues several goals. A key objective is increased customer satisfaction, as customer acquisition is more expensive than customer retention. To ensure customer satisfaction, four factors are paramount:

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

Proponents of the Kaizen method assume that the current state is in need of improvement and that continuous work is necessary to improve it.

Furthermore, changes in the area of ​​employee relations are desired. Their commitment should be ensured through continuous training, and internal hierarchies should be adapted so that every employee can participate.

The Kaizen philosophy advocates for the strong involvement of all areas of a company in the continuous effort to create a better working environment for everyone involved through process improvements, which in turn should guarantee the highest product quality. The goal, therefore, is to implement continuous improvement in all areas.

Coming from IT and logistics, I began looking for possibilities and solutions for these areas 15 years ago

• service
• Craftsmanship
• product
• service
• B2B – B2C

sought to better utilize internal potential and to develop a spirit for development and the optimal chance of success.

Besides Kaizen, there are

• Agile Development (a technique from software development)
• Scrum (a model of project and product management)
• Six Sigma (a management system for process improvement, also 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

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

Anyone who takes a closer look at the topics on Xpert.Digital will quickly realize that they all share a significant thematic overlap, where the individual pieces of the puzzle come together to form a complete picture – the know-how. When we talk about products here, they don't stand alone in isolation, but rather form a complementary whole. This open system allows for the rapid and continuous integration of further complementary topics and innovations, expanding expertise. Nothing is lost; growth is empowering.

I assume you were expecting something different under the signature. That's fine. If you had received what you expected, then this article would have been as pointless as so many others on similar topics that are, in many respects, very similar.

The aim was to create an understanding that changing a service provider or agency would not bring about the major change or breakthrough you are looking for (or hoping for) in relation to 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, if you truly want lasting and effective success, you need a complete change in diet and lifestyle. A piecemeal approach won't get you anywhere. Short-term successes are not uncommon, but the old patterns and habits remain, guaranteeing a high relapse rate. One study shows that, in the case of diets, the relapse rate is over half. After five years, almost three-quarters have regained their previous excess weight.

Related to this:

• Criticism: TOP 100 SEO not so top after all
• Over 30% of solar installers have not yet arrived in the digital age
• Digital Innovation Hub of the first hour for logistics and photovoltaics

 

More information here:

Agile Development

Important note: The PDF is password protected. Please contact me. The PDF is, of course, free of charge
.

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

Further examples:

The Scrum process

Six Sigma

Why Xpert.Digital?

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You can contact me by filling out the contact form below or simply call me on +49 7348 4088 965 .

I'm looking forward to our joint project.

 

 

 

Xpert.Digital – Konrad Wolfenstein

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

With our 360° Business Development solution, we support renowned companies from new business to after-sales.

Market intelligence, smarketing, marketing automation, content development, PR, mail campaigns, personalized social media and lead nurturing are part of our digital tools.

You can find more information at: www.xpert.digital – www.xpert.solar – www.xpert.plus