A new year is always a chance to open up new horizons, implement new business ideas and develop innovations. In order to fulfil these resolutions, it is mandatory to identify the technologies that have development potential and to understand which effects they can have on the digital economy and society.
For this reason, we have already published an entire series of articles on Handelskraft, in which we discuss key topics such as artificial intelligence, marketing, SEO, user experience, social media, customer relationships and product data.
(Tech) trends alone do not create innovation. The symbiosis of humankind, space and technology is what makes a digital strategy successful. This is why we will present and explain in our Handelskraft double feature which strategic tech trends are the key to digital success in 2020 according to Gartner and how people can use these for their respective field of application.
We delivered. We won prizes and awards. We celebrated. It can continue like this in the new year. And what better way to ring in a new year than with a big party? Celebrating yet again? For sure because it’s dotSource’s birthday. Hip hip hooray! We are 14 years old!
Digitisation is not a megatrend anymore, it has become normality nowadays. It determines both our private and professional daily life. In particular how people spend their free time has changed enormously in the course of digital change in recent years. The best example is the way sport is done nowadays. Thanks to digitally connected devices, more and more people train more specifically and more consciously. This way, they can constantly check their vital signs and their fitness level.
But not only that. The way in which classic sports are consumed has also changed significantly. Furthermore, the improvement of network connections as well as the increasing popularity of smartphones have contributed to completely new sports being created, for example League of Legends (LoL).
The progress of technology has already turned well-known gaming competitions into huge global events and thus ultimately brought e-sports into our daily lives. The number of spectators in e-sports is rising. The corresponding turnover and the number of companies that make investments is increasing as well. The most recent example is Bayern Munich. Together with its partners Telekom, Allianz and Siemens, the tradition-steeped football club announced its participation in the eFootball.Pro league.
After Christmas and New Year’s Eve, the New Year directly starts for us with two significant anniversaries. Not only dotSource will turn one year older in January (that’s a whole 14 years), but also our blog Handelskraft turns 13 years old today and is therefore a real »teenager« 😉 But how did everything actually start?
Experience here. Experience there. Barely any other word appears more often in our everyday work, in our research, in our Handelskraft articles and all the other publications. And that’s a good thing because in the end, we as private individuals also benefit from it if everyone involved in Digital Business always strives to provide a first-class experience. All the more when you quickly need to do your Christmas shopping before it is too late. The website has to perform, the shop has to work and same-day delivery has to be available.
Consumers still want to go shopping, see products with their own eyes, touch them and interact directly with brands. Offline is far from being dead, it is currently experiencing a boom instead – whether it is pop-up stores, events or eventful product demos. Digital brands are positioning themselves quite quickly and vehemently in the physical world in order to meet customer requirements.
With such stationary concepts, the product itself has fallen behind. It is important that the customer feels comfortable, has good memories of his visit and ultimately passes these on through word-of-mouth or »social propaganda« so that brand fans become enthusiastic customers – and vice versa.
For this reason, a type of marketing that promotes interaction between customer and brand in order to permanently strengthen customer relationships is becoming more and more important. We’re talking about experiential marketing! What is it all about and why is it so important for retailers, manufacturers and brands nowadays?
It is no longer possible without personalisation! Many companies have understood by now that they have to offer their customers more than just a simple webshop with standard product images and clumsy descriptions which only makes reading easier for the search engine, but not for the customer.
If orders are made more difficult because forms have not been set up correctly or if there is no way to contact the company in case of queries, it is unlikely that the customer will come back.
Two weeks after the spectacular Singles’ Day, it was time for the next online shopping mania: Black Friday and Cyber Monday – and they did not disappoint. Consumers and retailers enjoyed a week full of special offers and made millions of transactions. Similar to #Double11, this e-commerce mania far exceeded all forecasts.
Black Friday and Cyber Monday which have their roots in the USA have already established themselves as the most relevant sales events of the year in Germany (and throughout Europe).
Not only do they shape customer behaviour, they also revolutionise calendars as well as price and marketing strategies. Everybody wants to take part. But how should retailers, manufacturers and brands approach these huge sales events so that they constantly make a profit from them?
Customer focus, customer orientation or customer centricity – whichever buzzword you choose, one thing is certain: companies should have an eye on customer requirements. They should even constantly align their activities with the following question: »How do I provide my customers with the maximum added value?« This is the only way to strengthen customer loyalty in the long-term and to set yourself apart from the competition. Many companies, however, still have difficulties in putting the maxim of customer centricity into practice. On the one hand, they lack the required methods to derive customer requirements from customer behaviour; on the other hand, digitisation offers almost infinite possibilities, making it difficult to find the right way.