Author: Kurt Schauer
The internet has become one of the central places for brand building, since after all it offers companies from every industry and of every size the chance to present themselves. Practically all companies are aware of the central importance of the World Wide Web, but many have difficulty positioning themselves appropriately online.
They have missed the departure for Digitalia and are now trailing behind. Numerous companies have great difficulty making the transition from the classic marketing strategies of the offline world to the fast-paced, relevance-oriented concepts of the internet.
More than 90 percent of companies recognize the importance of the internet
A study by McKinsey shows an astonishing result: according to it, more than 90 percent of companies attribute strategic importance to digitalization. In other words: the companies are aware of the central importance of the internet for their brand message. However, many companies do not draw any consequences from this knowledge. Only ten percent of companies have already developed a digital strategy. According to the study, 78 percent of companies at least see themselves on the way to this goal.
Mobile Activities Cause Problems – Social Networks Well-Provided For
Most companies state that mobile activities, in particular, have caused them problems. On the other hand, they feel well-positioned in the areas of „digital marketing“ and „social media“. Traditional brands, in particular, find it difficult to navigate the fast-paced internet. So-called „disruptive newcomers“ like Apple, Facebook, or Netflix quickly create new business models and put established markets and the companies represented there under significant pressure.
Many companies do not understand the demands of the digital world
The problem with many traditional brands, as many experts confirm, is that they simply do not properly understand the demands of the digital world. They are convinced that they only need to create a recognizable logo on the internet and offer an app. However, this is not enough. Instead, it is about ensuring that the brand story and the brand values of the company are „adequately implemented“ across all interactive channels, explains Andreas Heim, for example, head of the „German Brand Report Special“ study. Customers expect a holistic brand experience across all channels due to technological progress.
And very few traditional companies have responded to the digital transformation as comprehensively as, for example, the supermarket chain Rewe. They have founded their own department called „Rewe Digital,“ which employs 200 people and serves all channels. This department, for example, generated a lot of positive press when it offered a job to the unlucky „Schlag den Raab“ contestant Jan-Marco Montag because he was able to label 500 cans very quickly on the TV show.
The magic word is „relevance“
How should companies that are lagging behind digital transformation or „digital disruption,“ as it is often called, react? Karl-Hein Land, the founder of the Cologne-based strategy consultancy „Neuland,“ sums it up in one word: relevance! Customers must be convinced that the offers made to them are relevant to them. Only then can a company succeed. Miriam Meckel, editor-in-chief of „WirtschaftsWoche,“ agrees: consumers expect tailored offers that include a personal address.
Speed also counts
Customers must also be engaged digitally, adds Florian Gschwandtner, who founded the company behind the well-known fitness and health app Runtastic. Speed is therefore very important in the digital world. Companies must find a way to react to the extremely short innovation cycles. This often means that heavily entrenched and slow structures must be dismantled. This means that companies should be able to implement brand strategies much more agilely in order to react at short notice. Strict guidelines for brand implementation are therefore a thing of the past. In the digital world, one must be able to react flexibly. Simple application principles are therefore required, which can be interpreted and applied according to the situation. Furthermore, the era of lone wolves is over. Lucrative brand alliances help to position oneself appropriately in the digital world. For example, Apple Pay and Mastercard or BMW and Sixt cooperate very successfully.
Do you have questions?
Kurt Schauer
Managing Director
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