The leaves are falling, in late autumn it becomes colorful. But it was unusually colorful for our Web Excellence Community. On November 12 in Darmstadt, "Germany's capital of future viability" (current WiWo ranking), 50 digital managers went into a veritable frenzy of color and innovation. That's typical Merck. Our host deserves a big thank you for that. THANK YOU!
There were 2 days of "CURIOSITY" with the Merck brand. There was a Web Excellence program under the motto "Connected Driving - what standards does digital communication need? And - as always - there was the prospect of a very personal and confidential exchange without any agencies. All this brought more than 50 digital executives to Darmstadt this time. Growing, but slowly. That's the way it is at the most important benchmarking platform for digital marketing communication.
What the guests from the companies found in Darmstadt was not only a spectacular innovation center, it was also spectacularly colorful meeting rooms, completely in tune with the psychedelic design of the host brand. Aren't these the best omens for a journey into the networked future of digital communication?
2 days "Connected Driving" - what are now standards for 2019?
Frank Sielaff, Merck Group, sets clear standards for a 2019 "Big Picture" to kick things off.
- "Don't Panic - Data and Algorithms Are Becoming Good Friends of Ours."
- "Information has always been filtered. We just have new mechanisms that we can better influence."
- "54% of jobs will change by 2022 - marketing and communications will also need to reinvent themselves."
Jill Meiburg, DHL Group, sets data-driven standards to develop 2019 roadmaps.
- "Channel complexity and resource allocation are only manageable via data analytics."
- "The digital landscape in 2019 will be shaped by: Video, Messenger, Instagram and Podcasts."
Nico Reinhold, Deutsche Bank, sets the standards for content strategy in 2019.
- "Relevance is essential to digital communications and core to our content strategy."
- "Mapping content and audience interests is the foundation."
- "Every euro that is not invested in relevance is wasted."
Prof. Henseler, sensory minds, sets standards for business strategy 2019.
- "Don't make me think! That is the customer-centric paradigm of digital disruption. Those who think in terms of products and not platforms will not succeed in the future."
- "Business 4.0 is user-centric, so get close to customers via sensors and monetize data via value-add."
Thomas Voigt, Otto Group sets standards for culture change that works in 2019.
- "The goal of communication is to bring people into contact with each other. The KPI for that is participation. Period."
- "Internal communication used to be like a chocolate fountain, pouring over the cascade from above and, of course, as sweet as possible. You can't do that anymore, of course."
- "The better communicator sits outside of communication. Our internal job is to build digital platforms and enable employees!"
.companion shows the standards for data analytics 2019
- "Only unified data analysis provides a basis for decision-making."
- "Automated text interpretation is the future of analytics."
The winners of the Ideation Round: Congratulations!
- "You want to introduce cross-channel and cross-departmental content planning. What mistakes do you need to make to be guaranteed NOT to have a successful launch? What do you need to do to be guaranteed to fail even in continuous operation?"
- "What to do to guarantee wasting media budgets for posts and ads? What to do to keep budgets for social, adwords, display, etc. as ineffective as possible?"
The agenda with evaluations by the participants
Impressions: A guest at Merck in Darmstadt
