Digital and social = NOW – FHV

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63 comments on “Digital and social = NOW – FHV
  1. Nicole Burtscher says:

    https://www.wiwo.de/erfolg/beruf/arbeitsmarkt-fachkraefte-werden-am-meisten-unter-der-digitalisierung-leiden/23791854.html

    Publication date: 28 December 2018
    Author: German magazine “WirtschaftsWoche”

    Situate the phase of this article in the digital evolution: phase 3

    Link the content to the course: interaction of robots and AI with the personnel, AI as facilitator for business processes, fast, interlinked & easy access to all information, transition into cognitive robotics technology with artificial smartness, digitalization can boost companies’ profitability

    Why did this article interest you? Digitalization can be both threat and opportunities for companies. What I found interesting is that education, not only in school, but especially for employees, is key for a successful digital transformation. Digital education is especially in Germany were weak and underadvanced.
    Digitalization will transform the way we used to work very dramastically and will have an impact on everyone’s business practices. But the author also stated that there will be just a shift, not unemployment due to digitalization which I found very interesting.

    • Nicole Burtscher says:

      https://www.forbes.com/sites/forbesagencycouncil/2019/01/17/using-ai-to-drive-high-converting-predictive-marketing/#2c1282e09cd0

      Title: Using AI To Drive High-Converting Predictive Marketing
      Author: Vance Reavie
      Release Date: 17 January 2019

      Situate the phase of this article in the digital evolution: phase 3

      Link the content to the course:
      Use of AI in online business, effectiveness of marketing, machine learning, prediction of customer behaviour

      Why did this article interest you? AI to replace traditional market research tools, higher engagement and conversion rates, individualized marketing and predictable sales forecasting, combination of customer information (sociodemographic information) with individual preferences, AI can support market reserach as it dected millions of relationships and possibilities to create a competitve advantage

    • Graziela Ares says:

      “Coronavirus Will Change Consumer Shopping Habits Permanently
      The coronavirus pandemic could leave a lasting mark on consumers as social distancing becomes the norm long after the crisis passes.”

      Published: April 11, 2020 3:00 PM UTC by: Stephanie Bedard-Chateauneuf

      This article tackles a recent issue that we all have been facing due to the Corona Crises: the migration from traditional groceries to online shopping.

      The online shopping was there for a long time, but it was not so popular. Other products had gained the preferences of the public for online shopping but there was a big portion of the population that still remained going to the supermarkets.

      The social distance, sanitarian and healthy restrictions imposed by the virus associated with the shortage of products as simple as toilet papers and the slow replenishment of the shelves led a massive number of new clients to the online platforms.

      There is a bet in the article that these new fashion will be trend in the future and it will be the end of many traditional stores and restaurants.

      This is particularly linked to my project and the classes because we addressed the focus on what the customers want and need in order to provide the right service and experience. I am researching for a food company that sells their long range of products in traditional stores or in their humble and low profile online shop. I want to develop that to reach these new consumers that want to buy online with social and environmental conscious.

      • Graziela Ares says:

        “Coronavirus Will Change Consumer Shopping Habits Permanently
        The coronavirus pandemic could leave a lasting mark on consumers as social distancing becomes the norm long after the crisis passes.”

        Published: April 11, 2020 3:00 PM UTC by: Stephanie Bedard-Chateauneuf

        This article tackles a recent issue that we all have been facing due to the Corona Crises: the migration from traditional groceries to online shopping.

        The online shopping was there for a long time, but it was not so popular. Other products had gained the preferences of the public for online shopping but there was a big portion of the population that still remained going to the supermarkets.

        The social distance, sanitarian and healthy restrictions imposed by the virus associated with the shortage of products as simple as toilet papers and the slow replenishment of the shelves led a massive number of new clients to the online platforms.

        There is a bet in the article that these new fashion will be trend in the future and it will be the end of many traditional stores and restaurants.

        This is particularly linked to my project and the classes because we addressed the focus on what the customers want and need in order to provide the right service and experience. I am researching for a food company that sells their long range of products in traditional stores or in their humble and low profile online shop. I want to develop that to reach these new consumers that want to buy online with social and environmental conscious.

        Link to the article: https://www.ccn.com/coronavirus-will-change-consumer-shopping-habits-permanently/

    • Graziela Ares says:

      “Grocery stores turn to robots during the coronavirus
      By Nathaniel Meyersohn
      CNN Business
      Published on April 7, 2020

      This article also debate how Corona Crisis affected the grocery stores and how they are reacting using new technologies to address urgent demands of consumers and the new environment.

      There are three activities performed by robots: cleaning, replenishment of shelves and delivery and pick-up orders of customers when the physical stores are closed. In a pre-Corona world, maybe the customers would not value such tasks and experiences. However, since the standards for improvements in sanitation, social distance and agility had quickly and drastically changed, that required new solutions and reactions from the business where the human being was not available.

      This is linked to my project because I am analysing solutions for a traditional food industry. It seems the resistance to online groceries stores are over and more people will migrate to that. On the other hand, the physical stores will have to transform themselves to be competitive and offer at least availability of products and cleanse.

      Link to the article: https://edition.cnn.com/2020/04/07/business/grocery-stores-robots-automation/index.html

    • Graziela Ares says:

      “Coronavirus Will Change Consumer Shopping Habits Permanently
      The coronavirus pandemic could leave a lasting mark on consumers as social distancing becomes the norm long after the crisis passes.”

      Published: April 11, 2020 3:00 PM UTC by: Stephanie Bedard-Chateauneuf

      This article tackles a recent issue that we all have been facing due to the Corona Crises: the migration from traditional groceries to online shopping.

      The online shopping was there for a long time, but it was not so popular. Other products had gained the preferences of the public for online shopping but there was a big portion of the population that still remained going to the supermarkets.

      The social distance, sanitarian and healthy restrictions imposed by the virus associated with the shortage of products as simple as toilet papers and the slow replenishment of the shelves led a massive number of new clients to the online platforms.

      There is a bet in the article that these new fashion will be trend in the future and it will be the end of many traditional stores and restaurants.

      This is particularly linked to my project and the classes because we addressed the focus on what the customers want and need in order to provide the right service and experience. I am researching for a food company that sells their long range of products in traditional stores or in their humble and low profile online shop. I want to develop that to reach these new consumers that want to buy online with social and environmental conscious.

      Link to the article: https://www.ccn.com/coronavirus-will-change-consumer-shopping-habits-permanently/

  2. Melanie says:

    Reflections on a year without social media (excluding LinkedIn)
    https://www.linkedin.com/pulse/reflections-year-without-social-media-excluding-tony-mclachlan/
    LinkedIn, 30. December 2018

    This article looks at the results of the strong integration of Social Media in peoples daily lives during phase two. The author demonstrates nicely how the digital generation perceives their dependence on Social Media and their fear to lose the contact to their peers without these platforms, and thus picks up the implicitness of digital features in our daily life, which we discussed in the course as well. For me, this article was interesting, because I did already consider to distance myself from Social Media as well. The article gives insights into the advantages and disadvantages of exiting the Social Media world.

    Digital storytelling – a plea for memorable experiences in museums
    https://www.linkedin.com/pulse/digital-storytelling-plea-memorable-experiences-wolfgang-bernecker/
    LinkedIn, 9. December 2018

    The article introduces a tool that supports the visitor experience in museums through digitalisation and therefore belongs to phase three. During class we discussed several implications that digitalisation already has or could have on our daily routine – the article shows another possible facet of this process. For me, it’s interesting to get an idea of how digitalisation can advance the way we experience something very dignified, like a classic car.

  3. Christopher Schultes says:

    AI adoption: When will it be too late for you?
    2nd January 2019
    Written by Craig Stewart, SVP of Product at SnapLogic

    https://www.information-age.com/ai-adoption-123477759/

    Situate the phase of this article in the digital evolution:
    phase 3 –> use of AI

    Link the content to the course:
    Use of AI in online business, machine learning of consumer behaviour, creation and suggestion of content, planning of ressources, future technology

    Why did this article interest you?
    The article Shows that AI is crucial for digital business of the future. It is shown how market leaders like Netflix or Amazon manage their basic business like creating content or organize warehouses. It shows that a lot of companies, which including the AI have growth in their business, and those who missing out on this will have Problems in the future. In general it is astonishing to see, that companies we use in our daily life already use AI.

  4. Andrea P. says:

    5 Social Media Strategies That Will Grow Your Business In 2019

    https://www.forbes.com/sites/lilachbullock/2018/12/20/5-social-media-strategies-that-will-grow-your-business-in-2019/

    Publication date: Dec.20th 2018
    Author: Lilach Bullock, puplished via Forbes

    Link the content to the course: The usage of Social Media was part of our lectures. How social media can influence customers and their reactions was discussed. This article provides information about different social media marketing strategies and introduces 5 useful tools that will support the implementation of your social media strategy

    Why did this article interest you? The article provides hands-on tips & tools (Sentinoen, Idomoo, Smarps etc.) for the implementation of a social media strategy. The importance of the usage of social media in most of our businesses was underlined. Interesting for me as well because I didn’t know about them at all 🙂

  5. Andrea P. says:

    5 Major Social Media Marketing Mistakes And How To Overcome Them

    https://www.forbes.com/sites/lilachbullock/2018/12/27/5-major-social-media-marketing-mistakes-and-how-to-overcome-them/#4af85bd6157d

    Publication date: Dec.27th 2018
    Author: Lilach Bullock, puplished via Forbes

    Link the content to the course: It is about social media strategies which were disccussed in lectures and are part of our final projects. The articel, in particular is about pitfalls of social media strategies and explains why they could harm from a marketing perspective.

    Why did this article interest you? The author explains Top 5 No-goes for social media strategies. The most interesting no-go for me is the fact that you shouldn’t replicate updates and re-share them on different platforms. Instead it is adviced to tailor content and optimized for each social platform. Closing social accounts(that do not suit…..) and decreasing of posts could be a positive action for your success.

  6. Julia Rust says:

    How Online Shopping Has Changed The Fundamentals of Fashion-Oriented Business
    https://www.entrepreneur.com/article/325945

    Author: Sanjeev Mukhija
    Publication date: January 8th, 2019

    Situate the phase of this article in the digital evolution: Phase 2

    Link the content to the course: Companies need to cover more and more touchpoints to reach their customers and to profit of the constantly growing market dynamic in the fashion branch. Mobile devices and laptops are a must for the Indians to do their online shopping in combination with traditional offline POS. AI or VR isnt a common thing in the Asian state until today.

    Why did this article interest you: It is interesting to see how the so-called IT-affin Indians look at new trends in online marketing and seem to still be behind the western standards in online marketing. A new fact for me is, that the Indian fashion branch also works with influencers and that companies try to personalize their marketing activities.

  7. Julia Rust says:

    5 Artificial Intelligence Trends To Look Forward To In 2019
    https://digitalagencynetwork.com/5-artificial-intelligence-trends-to-look-forward-to-in-2019/

    Author: Rameez Ramzan
    Publication date: 7th December, 2018

    Situate the phase of this article in the digital evolution: Phase 3

    Link the content to the course: The article lists the biggest trends in AI for the year 2019 and helps companies to create profit because of newest inventions to develop their digital marketing. The article covers the topic of Artificial intelligence and therefor also shows the relevance of it as we also discussed in class. Until today AI in the year 2019 cant be emotional.

    Why did this article interest you: The topic of AI is a topic that we all know but the details and newest trends were new for me. Many points that are explained in the article are solutions for problems we might all think about but haven’t thought about a technical and intelligent solution. That the functions of AI could also help people in emergencies will drive it beyond many helpful inventions of the last years.

  8. Berni B. says:

    https://blog.adext.com/en/digital-marketing-trends-2017-infographic

    Publication date: December 19th 2018

    Author: Natalia Maynez C.

    Situate the phase of this article in the digital evolution: Phase 2 + 3

    Link the content to the course: A lot of topics that were addressed in this article were also named in the course. The article shows nicely the transformation from phase 2 up to phase 3. For example, using mobile devices and going on to artificial intelligence. Also the creation of value for the customers is addressed in this article.

    Why did this article interest you? The article shows the development in digital marketing very well. I also like the fact that actual trends were pointed out very clear. It is always interesting to see what current trends appear in digital marketing and which could be interesting for the own company.

    https://www.business2community.com/digital-marketing/3-digital-marketing-trends-to-look-out-for-in-2019-02141075

    Publication date: November 20th 2018

    Author: Syed Balkhi

    Situate the phase of this article in the digital evolution: Phase 3

    Link the content to the course: Digital marketing is described as a fast-moving environment in this article. New trends emerge, some stay and some go away. New trends like voice search were also addressed and linked to Amazon Echo. Different generations and their needs were also named in this article. Chatbots for solving customer requests were named as trend for newer generations as well.

    Why did this article interest you? Some new trends were addressed in this article which appear more and more in different businesses. The impact of new generations on these trends is also very interesting. I also liked the fact about the explanation that customers like the answers of chatbots, which I did not see as positive yet.

  9. Antonia Herwegh says:

    AR And Social Media: Is Augmented Reality The Future Of Social Media?

    https://www.forbes.com/sites/lilachbullock/2018/11/16/ar-and-social-media-is-augmented-reality-the-future-of-social-media/#56bd39f6e141

    Resource: Forbes, written by Lilach Bullock
    Publication date: 16.11.2018

    Situate the phase of this article in the digital evolution:
    Phase 3

    Link the content to the course:
    Technologies like Augmented Reality are already part of many applications used in marketing, like photo filters and games, but still not all possibilities are exhausted. This article discusses similar topics as we do in the course: How can data help us to optimize marketing? What is going to change in the future? How can we implement AR usefully in social media marketing? It is also much about how the user experience can be evolved by using AR and which new possibilities are waiting.

    Why did this article interest you?
    Honestly, I did not connected AR technology with social media. For me this kind of technologies is in the first place something that has to do with IT or gaming. Because for this, I was interested and after reading surprised how much AR is already used in social media applications like especially Snapchat. This shows me, that marketing tasks are going to change even more in the future.

  10. Julia Rust says:

    5 Artificial Intelligence Trends To Look Forward To In 2019
    https://digitalagencynetwork.com/5-artificial-intelligence-trends-to-look-forward-to-in-2019/

    Author: Rameez Ramzan
    Written on: 7th December 2018

    Situate the phase of this article in the digital evolution: Phase 3

    Link the content to the course: The article lists the biggest trends in AI for the year 2019 and helps companies to create profit because of newest inventions to develop their digital marketing. The article covers the topic of Artificial intelligence and therefor also shows the relevance of it as we also discussed in class. Until today AI in the year 2019 cant be emotional.

    Why did this article interest you: The topic of AI is a topic that we all know but the details and newest trends were new for me. Many points that are explained in the article are solutions for problems we might all think about but haven’t thought about a technical and intelligent solution. That the functions of AI could also help people in emergencies will drive it beyond many helpful inventions in the last years.

  11. Katharina Gartmann says:

    1.)
    10 Digital Marketing Trends and Innovations for 2019

    https://www.cardinaldigitalmarketing.com/blog/digital-marketing-trends-and-innovative-tactics-for-2019/

    Cardinal byAlex Membrillo / 24.12.2018
    Phase 3 + 4 (talking about future trends)

    Comment: I was curious about a summary of realistic digital trends we can expect for the near future. Especially in times of data security, better to know what will be coming up to be forearmed 🙂 The digital future will be highly focusing on personalization and customer service. Trends: AI, audio & video content, chatbots,…

    2.)
    The digital gap between rich and poor kids is not what we expected

    New York Times by Nellie Bowles 26.10.2018
    Phase 2 (talking about digitalization in general)

    Comment: In times of the omnipresent trend toward digitalization parents fear the bad influence of the digital world and try to get their kids off the screens. The video seen in class was already astonishing, which emotional turmoil children had without their smartphones. In the article it was very interesting to read that especially children of poorer conditions are at the mercy of digitalization. Not because they can´t afford the devices, it´s because their parents have less alternatives like paying for a nanny to take care of their children and ensure human interaction instead of screens. Children of richer conditions spend 5h 42 min at screens whereas children of poorer conditions 8h 7min.

  12. Christopher Schultes says:

    AI adoption: Virtual retail – the future is now
    9th January 2019
    Written by Nancy Klaiman Prentice

    https://mr-mag.com/virtual-retail-the-future-is-now/

    Situate the phase of this article in the digital evolution:
    phase 3 –> use of AR, VR, AI

    Link the content to the course:
    Use of new technologies in offline stores. Buying experience of offline stores at home, individual customer adaption, use of human-robot interaction.

    Why did this article interest you?
    With AR the vision of the customer is adapted to individual needs. Other apps let customers dress mannequins with their body shape. And those are only a few examples of new technologies, which are used in offline and online stores. It is very interesting to see, which ideas companies have to bring customers back in stores or how they bring the feeling of a store to the customers home. Also the increase of revenue through this adaptions is amazing, or also the increase of interaction, when using a bot in store.

  13. Julia Rust says:

    5 Artificial Intelligence Trends To Look Forward To In 2019

    https://digitalagencynetwork.com/5-artificial-intelligence-trends-to-look-forward-to-in-2019/

    Author: Rameez Ramzan
    Written on: 7th December 2018

    Situate the phase of this article in the digital evolution: Phase 3

    Link the content to the course: The article lists the biggest trends in AI for the year 2019 and helps companies to create profit because of newest inventions to develop their digital marketing. The article covers the topic of Artificial intelligence and therefor also shows the relevance of it as we also discussed in class. Until today AI in the year 2019 cant be emotional.

    Why did this article interest you: The topic of AI is a topic that we all know but the details and newest trends were new for me. Many points that are explained in the article are solutions for problems we might all think about but haven’t thought about a technical and intelligent solution. That the functions of AI could also help people in emergencies will drive it beyond many helpful inventions in the last years.

  14. Klimmer Lia says:

    1. 5 Future Ecommerce Trends of 2019

    Publication date: January 4,2019
    Author: Adam Enfroy, ecommerce platforms

    Situate the phase of this article in the digital evolution: phase 3

    Link the content to the course: E-commerce stores and online platforms are getting more personalized and try to interact with customers automatically. Robots as Chabots and AI are designed to enhance a customer’s overall shopping experience.

    Why did this article interest you? We are currently developing our own web shop at our company. Therefore, trends and suggestions for optimizing the online appearance are relevant to the class and my current tasks at work.

    Link: https://ecommerce-platforms.com/articles/5-future-ecommerce-trends-of-2019

    2. Addicted to digital devices? Focus on how you use tech, not screen time

    Publication date: December 13,2018
    Author: Margaret E Morris, Business Standard

    Situate the phase of this article in the digital evolution: phase 3

    Link the content to the course: That article critically reflects saying spending a lot of time on digital devices is bad in general. It turns out that not the amount of time but how the time is used is important. Some people even pushed the digital products beyond their intended purpose for self-help.

    Why did this article interest you? I’m counting myself to the connected generation. Therefore, I am currently also reflecting on how much time I spend with digital devices. Having different opinions than just saying spending less time is better was a refreshing and provocative perspective in which I was interested in.

    Link: https://www.business-standard.com/article/current-affairs/addicted-to-digital-devices-focus-on-how-you-use-tech-not-screen-time-118121300201_1.html

  15. Melvien Maria Sabrina says:

    1. Why Digital Marketing is Important for Small Business

    Author: Digital Marketing Institute
    Copyright: 2019

    Link: https://digitalmarketinginstitute.com/blog/why-digital-marketing-is-important-for-small-business

    Link the content to the course: Unlike what I used to believe, small business also needs digital marketing. This also has been mentioned during our lecture: “every business can be transformed into digital business”. This article furtherly explains why this step is necessary, while traditional ad and channels are important, marketers should not ignore the opportunity or bigger potential and prospects that can be reached online. The article shows evidence that digital business can be even more effective to expand your market and gain contact with customers.

    Why did this article interest you: The idea of taking advantage of this technology advancement help small business to sell their products more efficiently. Because not only the internet that has developed, but our customers and competitors are most likely online as well. It makes me realize that digital business is crucial regarding any size of your business.

    2. What Marketers Need to Know about Selling to Millenials.

    Publication date: 25 January 2017.
    Author: Jeff Fromm

    Link: https://www.forbes.com/sites/jefffromm/2017/01/25/what-marketers-need-to-know-about-selling-to-millennials/#2e58115ac03d

    Link to the course: It explains the importance of digital business when selling to Millenial generation. The article also mentions their main characteristics and how to approach them. They are in mobile communication, technology, and experiences. They are basically the digital generation. It fits to the lecture we had in the class. By reading this article I understand more how to approach this market.

    Why this article interests me: It explains in details, what makes this generation become digital generation. And I discover that this millennial generation prefers their chosen brand than paying less for a product. The article also shows a different customer journey for this specific generation.

  16. Forbes Magazine: Seven Businesses That Promise Digital Can Be Ethical

    7th of November 2018

    Between phase 2 – 3

    Link to the course
    Al the businesses are concerned about customer centricity in an ethical approach. The article discusses the issue of privacy and personal data in the world wide web. This is linked to the discussion in our course of how much data needs to be collected from the customers and for what purpose. In the end it is all about “digital trust” that will be rewarded and this is what the businesses from this article try to achieve.

    Why did this article interest you?
    The article describes the ethical component as an opportunity for businesses as it can be a USP and a way to differentiate from the competition. IOTEC, one company that is introduced in the article even built a consultant agency that shows businesses how to be more transparent, how to protect itself against fraud in digital activities and built an “ethical digital ecosystem.”

  17. Forbes Magazine: Seven Businesses That Promise Digital Can Be Ethical

    https://www.forbes.com/sites/davidprosser/2018/11/07/seven-businesses-that-promise-digital-can-be-ethical/#ea2315c1c142

    7th of November 2018

    Between phase 2 – 3

    Link to the course
    Al the businesses are concerned about customer centricity in an ethical approach. The article discusses the issue of privacy and personal data in the world wide web. This is linked to the discussion in our course of how much data needs to be collected from the customers and for what purpose. In the end it is all about “digital trust” that will be rewarded and this is what the businesses from this article try to achieve.

    Why did this article interest you?
    The article describes the ethical component as an opportunity for businesses as it can be a USP and a way to differentiate from the competition. IOTEC, one company that is introduced in the article even built a consultant agency that shows businesses how to be more transparent, how to protect itself against fraud in digital activities and built an “ethical digital ecosystem.”

  18. Lena Richter says:

    Robot with 3D-printed face of the dead helping to grieve
    https://futurezone.at/digital-life/roboter-mit-3d-gedruckten-gesicht-von-toten-soll-beim-trauern-helfen/400365197
    Futurezone, 12/30/2018
    Phase 3 of the digital evolution

    The news article is about robots helping surviving dependants to grieve. Robots should be able to speak with the voice of the deceased person and perform typical hand and head movements of the person. The bereaved have the robot for 49 days. This corresponds to the traditional Buddhist period of mourning in Japan. On the 49th day the robot says goodbye and the mimic program is finished.
    I found this article interesting and amusing because on the one hand it sounds strange to talk with a dead person in form of a robot but on the other hand it also has a good thing, when it really helps the bereaved to grieve.

    Digitalization is eroding our democracy
    https://www.welt.de/debatte/kommentare/article186843448/Big-Data-Die-Digitalisierung-hoehlt-unsere-Demokratie-aus.html?wtrid=onsite.onsitesearch
    Welt, 01/10/2019
    Phase 2/3 of the digital evolution

    After hackers published personal data of numerous German politicians and artists on Twitter, this article critically examines the fit between democracy and big data. The authors thesis is therefore: Digital data economy is fundamentally incompatible with democracy. It is ultimately the opposite of democracy and data protection.
    Democrats must be able to talk to people who have completely different opinions. That is difficult, and it must be practiced constantly. In the digital world we lose this ability as it promotes life in the filter bubble and social isolation. The original democratic ability to deal objectively and fairly with opposing interests is lost.
    I found this interesting since I never thought of it that way. Even if the opinion of the author is somewhat exaggerated, it has something true.

  19. https://www.forbes.com/sites/davidprosser/2018/11/07/seven-businesses-that-promise-digital-can-be-ethical/#ea2315c1c142

    Forbes Magazine: Seven Businesses That Promise Digital Can Be Ethical

    7th of November 2018

    Between phase 2 – 3

    Link to the course
    Al the businesses are concerned about customer centricity in an ethical approach. The article discusses the issue of privacy and personal data in the world wide web. This is linked to the discussion in our course of how much data needs to be collected from the customers and for what purpose. In the end it is all about “digital trust” that will be rewarded and this is what the businesses from this article try to achieve.

    Why did this article interest you?
    The article describes the ethical component as an opportunity for businesses as it can be a USP and a way to differentiate from the competition. IOTEC, one company that is introduced in the article even built a consultant agency that shows businesses how to be more transparent, how to protect itself against fraud in digital activities and built an “ethical digital ecosystem.”

  20. Aleksandra says:

    Top 10 Digital Transformation Trends For 2019

    Sep 11, 2018

    Phase: 3 & 4

    Link to the course
    The article shows the trends of digitalization and what the impact of these trends will be on the economy as well as on organizations. It depicts how different developments of digitalization will influence the interaction of people with technology. Especially the transformation of chatbots, machine learning and AI link to the topics we discussed in the course.

    Why did this article interest you?

    The article gives great insights of what is to come. It has an influence on every single person and business and can not be ignored. Especially in B2C business companies have to be quick and adaptive in order to stay competitive and make a further development.

  21. Antonia Herwegh says:

    Stories May Be The Future of Facebook (& Your Social Media Marketing)

    https://www.impactbnd.com/blog/stories-the-future-of-facebook-social-media-marketing

    Resource: iMPACT, written by David Little
    Publication date: 05.11.2018

    Situate the phase of this article in the digital evolution:
    Phase 3

    Link the content to the course:
    Facebook as a platform started in phase 2 of the digital evolution and now is struggling to remain an important social media channel. The article is telling about Facebook efforts to get into phase 3, means using “Stories” like Snapchat and Instagram are doing. Like we are discussing in the course the article is trying to have a look in the future – in the past we placed everything on Facebook, but this is changing, what are the impacts on our marketing business? Like we discussed in course the new challenge for marketing funnels is to reach the people at the right moment – also the article is recommending to reach people on Facebook, when they using it, not just having an ads on Facebook feed. In addition, using pictures in social media marketing is old-fashioned, videos are more effective to reach the target group.

    Why did this article interest you?
    Because Facebook often is stated as a channel that is not longer important, but I think it depends on the target group you are focusing on. In my opinion, Facebook should not be underestimated, but I find it interesting to think about new ways to use Facebook as a channel.

  22. Anja says:

    1. How AI Can Improve Your Social Media Marketing

    https://www.forbes.com/sites/forbestechcouncil/2019/06/27/how-ai-can-improve-your-social-media-marketing/

    Written by Thomas Griffin, Forbes Technology Council

    Published: 27/06/2019

    Situate the phase of this article in the digital evolution: Phase 3 –> AI

    Link the content to the course: The usage of AI and Social Media was part of the course “Digital Marketing”. It was shown how AI can be implemented or used in online business, what machine learning is and how future can or will technology will look like.

    Why did this article interest you: The article deals with a trend that we all know, but which is still difficult to implement. The article describes very interesting things about how we can improve the social media marketing. For example, how AI can be used to solve problems like accessibility of a company for its customers, how AI can save a company’s time and how they can achieve better results, and I heard for the first time that magazines are already using AI to quickly create content. In addition, the article gives an outlook on how to use AI in the future.

    2. The reality of truly personalised marketing approaches: An investor’s viewpoint

    https://www.marketingtechnews.net/news/2019/jun/24/reality-truly-personalised-marketing-approaches-investors-viewpoint/

    Written by Emil Gigov, MarketingTech

    Published: 24/06/2019

    Situate the phase of this article in the digital evolution: Phase 3  Semantic Web

    Link the content to the course: The article describes topics discussed in class such as Augmented Reality, Virtual Reality, Voice Assistance, Machine Learning

    Why did this article interest you: The article describes the change of technology. An example therefore are chatbots. Few years ago, we were able to recognize if we are talking to a machine or a person. Nowadays, this technology has been developed in such a way that it is almost impossible to distinguish between a person and a machine. Moreover, I was interested in the topic of machine learning as well as the increasing potential of voice and video.

  23. Nadine B. says:

    How is Artificial Intelligence Revolutionizing Digital Marketing?

    View at Medium.com

    Realomat in The Startup
    11 January 2019

    Situate the phase of this article in the digital evolution: Phase 3

    Link the content to the course:
    The article explains the importance of artificial intelligence as a success factor for future digital marketing activities. As discussed in class, artificial intelligence is an essential factor in phase 3 of the digital evolution. Artificial intelligence helps companies to use smarter machines or robots which will be one of the most disruptive technologies of the next decade. A personal highlight in class was that artificial intelligence can even go one step further and integrate human-inspired elements from cognitive and emotional competence. It remains exciting how companies will implement the transition from phase 3, Semantic Web, to phase 4, Emotional Web.

    Why did this article interest you?
    Especially interesting for me was the fact that this article explains how artificial intelligence will revolutionize digital marketing. The article states the benefits from using AI and the companies profiting from it will be able to achieve greater productivity, efficiency and profitability – factors that all companies seek for.
    It is also interesting that AI is used to predict customer behavior and predictive analytics enables marketing experts to extract details from data in order to forecast buying trends and consumer habits.

  24. Nadine B. says:

    Digital Marketing Is No Longer About Products, It’s About Buying A Better Version Of Yourself

    https://www.forbes.com/sites/briannawiest/2019/03/11/digital-marketing-is-no-longer-about-products-its-about-buying-a-better-version-of-yourself/#634d6a4e734d

    Brianna Wiest
    11 March 2019

    Situate the phase of this article in the digital evolution: Phase 2

    Link the content to the course:
    The article explains important guidelines for doing digital marketing successfully in 2019. In this article, many equal aspects as discussed in class are confirmed. The very essential parts of good digital marketing are self-initiated collectives, word of mouth trustfulness, micro-influencers and human stories with a meaningful message as a main element in branding campaigns.
    The best brands are able to deliver value with digital content via Instagram stories or alike. As mentioned in class, no campaign will get attention if no value is transparent for the people. Good marketers should focus on the value first, before thinking about getting attention or even conversion.
    As shown by the example in class, a more promising approach is to focus on micro-influencers. Those are the ones who have a stronger connection to their followers and have a more credible and trustworthy image. Therefore, the engagement per post is higher than macro- and mega-influencers normally reach.

    Why did this article interest you?
    It is particularly interesting for me that micro-influencers are the better choice when doing a digital marketing campaign. I really like the fact that the digital society seeks for human connections and stories within branding initiatives. I like that this leads to a considerable reduction of unreliable stories and bad campaigns, as most companies in the meantime realized that the focus should not be the product, but the story which should deliver real value.

  25. Katharina M says:

    The Business Value of Augmented Reality

    https://blogs.wsj.com/cio/2019/07/05/the-business-value-of-augmented-reality/

    Source: Wall Street Journal Blog
    Author: Irving Wladawsky-Berger
    Published: 5/7/2019 (hopefully that is okay, although it is newer than required)

    Interesting article on AR as the solution to overcome the discrepancy of the three dimensional reals world and the (till now) two dimentsional “screen-world” of digital devices.

    As Tom mentioned in our lectures also the author agrees that the combination of machine and human capabilities will lead to best results that either of them could reach alone.

    This article was interesting to me beacuse I can hardly immagine in which fields AR can be used and what the advantages are. The article briefly shows some and helped me to immagine some fields of application.

    Related to phase 3 of the digital evolution.

  26. Katharina M says:

    Why Influencer Marketing Is The Next Hottest Thing In B2B Marketing

    https://www.forbes.com/sites/shamahyder/2019/07/02/why-influencer-marketing-is-the-next-hottest-thing-in-b2b-marketing/#6f232e3a1192

    Source: http://www.forbes.com
    Author: Shama Hyder
    Published: 2/7/2019 (hopefully that is okay, although it is one day newer than required)

    When talking about influencer marketing B2C marketing comes to ones mind. But obviously it is althou a suitable tool for B2B marketing – which really surprised me. Since we did not touch that topic in detail in our lecture I wanted to share this article with you.

    Just two exciting ideas from the article:

    Also in B2B it is a good strategy to work with authentic micro- and nano-influencers – something we also talked about in the lecture. Interesting and good to know that it does not always have to be the big name that brings you the desired results.

    “A brand’s employees are a vastly underappreciated resource”. That is an interesting approach. Enthusiatic employees can become authentic advocates for the own brand – for low or little money.

    In my opinion the content is linked to phase 2 in the digital evolution.

  27. julia übelhör says:

    Title: Digital Transformation is not bout Technology
    Source: Harvard Business Review (https://hbr.org/2019/03/digital-transformation-is-not-about-technology)
    Authors: Behnam Tabrizi, Ed Lam, Kirk Girard, Vernon Irvin

    A survey found that directors, CEOs and senior executives think that the digital transformation is the number 1 risk for their companies in 2019. A lot of money was spent already for digital transformation during the last year, but most of it went to waste. A lot of companies fail trying to transform to digital. But why? The article describes 5 key-steps that have helped successful companies in their digital transformation and should not be missed:

    1. Figure out your business strategy before you invest in anything
    2. Leverage insiders
    3. Design customer experience from the outside in
    4. Recognize employee’s fear of getting replaced
    5. Bring Silicon Valley start-up culture inside

    This article was interesting for me because we are currently in the middle of a digital transformation but sometimes, it feels like a clear strategy is missing and the directions to go are not clear yet. This article shows how a company should proceed when trying to shift it’s business on the digital site.

    The article is linked to the topics discussed in class:
    It shows that it’s not only about selecting a tool or a software to transform a company’s business into digital. First, a clear strategy is needed and customer expectations need to be well known. A lot of companies try to move on with their existing hierarchy and ways of decision making. Digital transformation also requires change in terms of organizational structures and a well-planned chance management in order to prevent employees from panic.

  28. Lopes, Eduardo says:

    Title: Impact of Digital Marketing on Businesses
    Source: SRV Media
    Author: (Not known)
    Link: https://www.srvmedia.com/blog/impact-digital-marketing-businesses/

    With 3rd world country background in mind this article was written. It’s indicated by the statement that access to water is positioned below to the access to mobile communication. And herewith it’s as well addressing the impact of digital marketing in todays live.

    The article addresses the power of digital media. It refers to the opportunity of business by creating and developing customer leads and strong brand recognition. It even outlines that customers tend to follow more known brands over celebrities, hence branding is essential. As well it explains the impact of shared media of micro influencers on it’s network, leveraging the reach of a fine network of users. The major focus of the article can be summarized as increase of brand awareness, generation of leads, boost of sales and viral growth. This closes the loop to our discussions in clase about impact of digital marketing on our environment.

    Creating impact by using digital marketing is a topic that I’m working on in my daily business. I feel the strong necessity to create a digital communication pull in our company. The aim is to gain customer interest and leads, allowing to reach prospects and supporting our sales team in beeing more efficient and successful.

    The article addresses the phase 1 and 2. since it’s addressing the general impact of digital marketing and it’s transformation of the business world.

  29. Lopes, Eduardo says:

    Title: Digital marketing transformation: a revolution of strategy and execution

    Source: http://www.information-age.com/

    Author: Nick Ismail

    Publication: 10 January 2019

    Link: https://www.information-age.com/digital-marketing-transformation-a-revolution-of-strategy-and-execution-123478009/

    Digital transformation of a company its not just about creating a new fancy webpage. It’s about the changing the organization, reinventing it’s place in the market to generate customer value and to be successful.

    The interview with Nick Evans from Extra Mile Communications, addresses the need of readjusting it’s targets due to the quick change seen in the marketing industry. The largest goal of digital transformation it’s about tearing down silos and interconnect everyone. Being more individual focused is key. It’s all about making the customer experience transparent and personally, since the customer is not anymore willing to accept being treated as all others.

    Linking to our class, the article addresses the need for a complete and well thought customer journey on which everyone in the company is obliged to support. Medium is not accepted by customers. The customer expects professionalism in every aspect of the experience. Nick Evans addresses therefore also the need to find the correct partner for the digital transformation.

    In the company I’m working we’re on phase 1 and starting to do the first steps in changing. Silos need to be tear down and communication needs to be rethought to address our customer professional.

    The article addresses the phase 1. and it’s essential reorganization needs to achieve a digital transformation.

  30. Tatyana Trufeva says:

    8 Digital Marketing Trends to Watch Out for in 2019

    Source: Digital Marketing Institute © 2019
    Link: https://digitalmarketinginstitute.com/en-eu/blog/8-digital-marketing-trends-to-watch-out-for-in-2019
    Author: Clodagh O’Brien

    The article focuses on the digital trends that need to be watched out in 2019. It points out the importance of the effectively executed marketing advertising campaign so that the demand for the products and services offered is increased. It is fully related to the content of the Digital Marketing course and is very interesting to me as it presents details, gives examples and explains current important trends in the digital marketing area.

    Very interesting point discussed was that, nevertheless Facebook drops popularity amongst the young people, it reaches impressive percentages between the users aged over 65 years and more. This trend is important to be taken strongly into account for future marketing campaigns. The right social medias needs to be used to target the right audience.

    What was also impressive is the power of the video as a very effective digital marketing tool. A good video can capture and convey detailed information to the client and present in an excellent way the company brand.

    The article is relevant to Phase 1 and 2 while discussing the dynamics of the still existing importance of the content management and the email marketing, as well as the development of the digital marketing using social media.

  31. Elvir Malkoc says:

    Title: What is augmented intelligence and why use it for sales
    Link: https://automationhero.ai/blog/what-is-augmented-intelligence/
    Resource: Automation Hero, written by Jessica Munday
    Publication date: May 8, 2019

    Comment: The article describes what is Augmented Intelligence and how Augmented Intelligence can be used for improved sales in the future. It delivers the idea of human and machines working together to improve productivity. Especially in sales, this can be used in better and quicker decision making without removing the salesperson out of the whole sales process.

    The phase of the article in the digital evolution: Content addresses Phase 3 – Semantic Web
    Content link to the course: Content links the theory of Web 3.0 where every knowledge is connected together and operated by Artificial Intelligence, to be used by Humans like described in Phase 3 of the digital evolution
    Interest: I am very interested in the sales process and selling opportunities in the future by using new technologies and tools

  32. Elvir Malkoc says:

    Title: E-commerce can’t deliver what consumers want, but social commerce can
    Link: https://www.zdnet.com/article/e-commerce-can-not-deliver-what-consumers-want-but-social-commerce-can/
    Resource: ZDNet, written by Eileen Brown
    Publication date: March 6, 2019

    Comment: The article describes how customers need social interactions on their customer journey today. It is not enough to have just a passive E-Commerce platform with “Buy” buttons to order the goods online. Social commerce explains the new superpower of shopping and experience where customers can interact with real persons who are answering questions and allowing easy decision making.

    The phase of the article in the digital evolution: Content addresses Phase 2 – Social & Mobile Web
    Content link to the course: The Content links to the topic about customer-centricity where it is described that only a USP is not enough any more but more excellence in all topics is required today from customers. Additionally, it is addressing the need for a new customer relationship with hyper-personalization, ultimate convenience and fast response.
    Interest: How does the customer journey should look like today in an omnichannel world and mixed shopping possibilities in offline and online channels.

  33. Tatyana Trufeva says:

    The Importance of Video in the Digital Marketing Industry

    Source: DicoSoft
    Link: https://dicosoftdigital.com/the-importance-of-video-in-the-digital-marketing-industry/
    Author: Andres Quintero
    Published date: 26.02.2019

    The article points out the importance for the companies to use video content for their digital marketing campaigns. It explains how video marketing helps the brand loyalty, conversions and sales to be increased.

    Impressive is the fact that according to 71% of the marketers their conversions were increased with the support of the video content. In addition to that the engagement through videos increases the trust of the website visitors. Very interesting is also how video content motivates the people to participate in discussions. Video ads posted on Facebook or Instagram are commented by followers, creating a strong advertising system powered by the consumers themselves. According to the article videos will account for 82% of all the internet traffic by 2021.

    The article is strongly related to the content of the Digital Marketing course, discussing the influence and the importance of the videos to deliver the company message faster, to create higher engagement rate and to increase conversions.
    The article refers to Phase 2 of the digital evolution as it comments the importance creating and posting video information on the company’s websites and social media.

  34. Franziska M. says:

    4 Key Steps To Optimize the Digital Customer Journey and Grow Sales

    https://zoovu.com/blog/key-steps-optimize-digital-customer-journey-grow-sales/

    zoovu | 31 May 2019

    > Situate the phase of this article in the digital evolution
    On the verge of phase 3

    > Link the content to the course
    The article puts the course content in a nutshell, shedding light on today’s highly engaged customers who want to receive real-time assistance. The article proposes 4 ways to enhance the digital customer journey in order to increase customer satisfaction, sales and qualified leads:

    1) Segmenting the audience into meaningful groups
    2) Proactive engagement with buyers
    3) Attacking the mid-sales-funnel
    4) Offer of multiple customer service options

    The main reasons why a company should manage its customer journey are ROIM (Return on Marketing Investments), improvement in customer service costs, positive mentions through social media but also increasing revenue through customer referrals and cross- & up-selling. As regards the sales funnel, companies tend to focus rather on the top or the bottom but fail to engage with the middle line. Results are insufficient content, bad usability, poor CTA and bad enquiry processes, which hinders companies to fully reach their revenue potential. Often, companies do not necessarily require more leads but should instead focus on nurturing and engaging via relevant content – quick, friendly and effective troubleshooting (also via channels apart from e-mail and phone calls) is essential. Since “customer service is backed by conversational marketing”, AI-based chatbots start to become an attractive solution.

    > Why did this article interest you?
    The content caught my attention, since it sums up very well how Gen C should be dealt with. It offers practical advice how to outline a well-designed customer journey and clearly states the purposes of a customer journey. The author suggests creating not just one but several customer journey maps for various personas – the tool “Suite CX” is a valuable facilitator in sketching them out.

  35. Vanessa Weber says:

    Finding The Sweet Spot With Traditional and Digital Marketing

    https://www.forbes.com/sites/forbescommunicationscouncil/2019/03/07/finding-the-sweet-spot-with-traditional-and-digital-marketing/#26227d768129

    Resource: Forbes // Karina Tama – Rutigliano

    Date: 27/03/2019

    Digital Evolution Phase: 2

    As discussed during the lectures, it doesn’t matter where you look: if it’s about marketing, it’s automatically also about digital marketing. It seems as if traditional marketing no longer plays a role, because people can be reached best through social networks or other online channels. The headline of the article “Finding The Sweet Spot With Traditional And Digital Marketing” reflects the content perfectly. Even if nowadays a large number of people clearly prefer convenience in form of online shopping and online advertisement, companies should keep in mind that eye-catching advertisements in magazines or on television still generate a recognizable reach.
    However, at the same time it is obvious that traditional marketing has a lot of disadvantages compared to the online versions of advertisement:
    1. Traditional print or television advertising reaches a comparably small number of people on the one hand but costs a lot of money on the other hand
    2. Traditional advertising does not allow the companies to obtain information about the “users”, which would be of great advantage in regard to the optimization of advertising but also of the product.

    Why am I interested in this article? As described at the beginning, everything in the area of marketing revolves around the digital area. However, I like the critical point of view that there is still a large number of people who cannot be reached via the internet due to their age or their basic attitude towards the internet and social media, but who nevertheless represent an important target group for certain industries. Therefore, there must always be an appropriate mix between conventional and modern media.

  36. Vanessa Weber says:

    5 Examples Of Heartland Brands Using Influencer Marketing

    Link: https://www.forbes.com/sites/pauljankowski/2019/06/28/5-examples-of-heartland-brands-using-influencer-marketing/#3802186d5aa8

    Ressource: Forbes // Paul Jankowski

    Date: 28/6/2019

    Digital Evolution Phase: 2

    Influencer marketing plays a more and more important role in social media marketing. Hereby influencers, which does not only include celebrities, but especially micro-influencers with a high but moderate number of followers, are in the foreground.
    Mouth-to-mouth propaganda still plays an important role when it comes to buying products. The good feeling to buy a certain product is especially then existent, when recommended by friends or a family member. In social media, these boundaries are becoming blurred. As discussed during the lecture, strangers, namely the influencers, seem to become friends you trust and believe in.

    For me, this article is particularly interesting with regard to the trust aspect. While you normally would not trust a stranger on the street when it is about expensive beauty products or dietary supplements, a lot of people do so on Instagram and other social media channels. This is a further proof that different rules apply in social media than in real life and that our mindset changes as soon as entering the digital world. This type of digital marketing represents a great opportunity, especially for small and/or unknown companies, because with the right correctly chosen influencers you can create a large media penetration.

  37. Annika Jäger says:

    4 VR Marketing Trends That Are Gaining Traction in 2020
    https://www.inc.com/john-hall/4-vr-marketing-trends-that-are-gaining-traction-in-2020.html

    Publication date: 01. March 2020
    Author: John Hall, published via Inc.com

    Phase in Digital Evolution: Phase 3

    The article deals with virtual reality marketing trends and embraces the fact that VR is playing a huge role and is apparently a “rapidly growing segment”. The author mentioned that AI, AR and VR is more often merged together e.g. filter on Instagram and Snapchat. He also mentioned that emotional engagement is very important, and VR is getting more immersive and tactile – which could help a company to be closer to customers. Another trend mentioned was gamification – I personally really like that trend because I have already implemented a few games at my work events and so far, it was really successful. Also in class we talked about VR, AI and AR and discussed the relevance of those topics to businesses. We also looked at customer engagement and that it is important to look at the customer and find out what he/she likes. The best would be to have a long-term value to the customer in mind. AR, AI and/or VR could be the facilitator for new opportunities. In general, I think it is quite interesting to see what kind of new trends emerge and how quickly a company should adapt to new marketing trends (in order to not miss out).

  38. Annika Jäger says:

    Brand Marketing Through the Coronavirus Crisis

    https://hbr.org/2020/04/brand-marketing-through-the-coronavirus-crisis?referral=03759&cm_vc=rr_item_page.bottom

    Publication date: 06. April 2020
    Author: Janet Balis, published via Harvard Business Review

    Phase in digital evolution: Phase 2 + 3

    The next article I looked at was about brand marketing in times of the coronavirus. It illustrated really good how the crises impacted the way brands communicate with their customers and it also highlighted that customers behavior changed. The author mentioned that brands have to be aware that people will view their brands differently – the goal in such times would be to provide “feel good content”. People will apparently look more closely at brands and “judge” their behavior differently – e.g. SAP offered its Qualtrics Remote Work Pulse platform for free to companies that needed to adjust quite quickly to the new situation – sets a statement to customer that SAP is not willing to exploit companies in need.
    I think it is quite interesting to see how fast companies adapted to this new change and I think for me it is also interesting to know how brands and brand awareness can change in such circumstances. Also in the digital marketing course we heard that is important to listen to your customers and to analyze their behavior. In addition, we are living in a VUCA world – vibrant, uncertain, crazy and astounding and therefore we should embrace it. In general, it is important to look ahead and be ready to change ideas or plans – as all of us probably learnt during the last 6 weeks.

  39. Isabella Riether says:

    B2B Marketing During a Pandemic – Tips, Tactics, and Examples

    https://www.business2community.com/b2b-marketing/b2b-marketing-during-a-pandemic-tips-tactics-and-examples-02308003

    Publication date: 06 May, 2020

    Author: Nouman Ali, via business2community.com

    Phase in digital evolution: 2/3

    This article is trying to give tips and tricks for B2B companies to help them with their marketing during the corona crisis. The article is giving 5 overall tips with explanations and examples how B2B companies can include these tactics for better marketing during these times.

    1. Account Based Marketing for the Win (Micro Marketing for clients that most likely will convert)

    2. Build an Online Presence (high quality website, mobile friendly, incl. chat bots, links to social media)

    3. Customer is Still your King (focus on retaining existing customers, show business can be done digitally, offer speed and convenience, transparency)

    4. Content is Queen (offer valuable content like webinars, ebooks, case studies etc.)

    5. Use Video Marketing (with the use of Facebook Live, Instagram TV etc. a company can provide news, tutorials, demo, live questions)

    Digital marketing is now because of the corona virus and limited physical access extremely important to still reach customers. It is very interesting and shows that the tools we learn in the course are also relevant for B2B companies, especially in times where digital marketing is (almost) the only way for us to do marketing. I like this article because it shows opportunities and possible actions to remain a market presence and do good marketing, even when there are restrictions. I can imagine that many companies now are investing more in digital marketing because of the crisis and I am looking forward to seeing how digital marketing will develop.

  40. Isabella Riether says:

    AI is great news for digital marketers who are bored of being data drones

    https://thenextweb.com/growth-quarters/2020/05/11/ai-is-great-news-for-digital-marketers-who-are-bored-of-being-data-drones/

    Publication date: 10 May, 2020

    Author: R. J. Talyor, via TNW

    Phase in digital evolution: 3

    This article is about the new possibilities which technology offers regarding marketing. It discusses that with AI, marketing methods and practiced will be enhanced and not costing all jobs for marketeers. The example of A/B testing is mentioned and how with technology the results are better than if a human would do it. Therefore, marketeers can focus on the human, emotional side – because this is something an algorithm can’t. Creativity and thinking out of the box will still be necessary and the other things a machine can do, is something a machine should do.
    This article relates to the content of the class, because important technologies were introduced with the key message that the human part is not substituted. Furthermore, the article shows that technology like AI can help us in marketing to reach better results for certain task, but other task which include e.g. creativity is something where the human is still superior. Therefore, AI and other technologies need to be introduced and thought to marketeers, so they can use if adequately. Interesting is also that this article reflects on how it is a myth that technology is costing all jobs, because it also creates new job. Throughout human history technology was always replacing jobs that could be replaced, but also create new jobs which were then needed.

  41. Ann-Kathrin Miller says:

    Chaffey, D (2020): Global social media research summary 2020,

    URL: https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/, published on 17 Apr, 2020

    This article deals with phase 2 of the digital evolution. It deals with the consumer use of social media platforms. The usage is considered from several perspectives: The path to purchase decision is for example introduced as well as the role of the interaction with different post formats. According to the topic, the digital usage is illustrated with numbers and statistics. On this basis, the interaction of users can be analyzed in detail. Based on these statistics, each company can choose the right channel to create more value to its target customers.

    I selected this article because it highlights the various ways and elements to creating value to the customers. This is only possible, if companies know their target customers and their usage behavior. To establish a successful social media channel, a mixture of data generated by the companies as well as a strategy based on theoretical knowledge is fundamental.

    Although I grew up with social media, I don´t use it excessively. Therefore, it is very interesting to see numbers and statistics which explain user´s decisions. I really was impressed that the buying decision can be described by age. In addition, it was interesting to see scientifically approved that the post type differ from channel to channel, but also from season to season.

  42. Ann-Kathrin Miller says:

    Goldschiein, E. (2020): 4 Reasons Why Social Media Customer Service is Essential for Ecommerce Businesses,

    URL: http://digitalmarketingmagazine.co.uk/social-media-marketing/4-reasons-why-social-media-customer-service-is-essential-for-ecommerce-businesses/5091, published on 2. Jan 2020

    This article deals with phase 2 of the digital evolution. It deals with the importance of the interaction between the customer service and the e-commerce business. In class, we talked about the digital value model. One element of it is the customer centricity. In this article, the role of a personalized customer service is analyzed. To a company, it is important to focus on the customer instead on the channel. This is what the article highlights.

    I was interested in this article because I didn´t work with ecommerce so far. That´s also the reason why ‘customer service’ is not the first thought when I think about the ecommerce business. It is clear, that customers want some level of service when they buy in local stores. Nevertheless, the importance of customer service in combination with the ecommerce was not clear to me yet.

  43. Ruth Stadelmann says:

    Title: Three Social Media Marketing Trends To Watch In 2020

    Link: https://www.forbes.com/sites/theyec/2020/01/23/three-social-media-marketing-trends-to-watch-in-2020/

    Author: Stephanie Wells, Publication Date: 23.01.2020, Forbes

    This article deals with the three topics: building online communities, humanizing your brand and social purchasing. I like this article, because it gives a short overview of the most important points a company should consider regarding their social media marketing strategy. What I find particularly interesting is that companies still underestimate the impact of creating a positive user experience (UX) in case of revenues.
    We also learned about the importance of user experience in class – the product/service has to be “fast, easy & fun” (our examples in class: Google, HelloFresh, Amazon, Airbnb…).
    Due to the mentioning of social media I would suggest phase 2 of digital evolution, but at a later stage of the article personalized ads are mentioned which I would see more in phase 3 of digital evolution.

  44. Janine Blum says:

    Link: https://www.bbc.com/news/technology-52340651

    BBC News, 19th April 2020 by Zoe Thomas

    Phase of this article: Phase 3 (Artificial Intelligence)

    Comment on the article: This article states that, robots are going to replace many humans in their job. Because of COVID-19 this trend is coming even faster, as consumer preferences changed, which of course opens up new opportunities for automation. Robots are already used for
    x Scrubbing floors in Walmart
    x Measuring temperature and distributing hand sanitiser
    x Sorting, Shipping and Packaging.
    Further they are also testing AI in order to replace school tutors, fitness trainers or financial advisers. Again COVID-19 made humans more comfortable with the idea of connecting remotely.

    Link the content to the course: As working together with Robots or AI in particular is one main aspect of the digital evolution phase 3, this article is highly relevant to the course. Further within the course our task was adding additional digital value to a company. For my company (Skinfit) the idea of introducing an online fitness trainer or consulting person is highly relevant, which is why I can immediately implement this idea in the digital value model.

    Why did this article interest me? First of all the headline: Will Covid-19 speed up the use of robots to replace human workers? catched me, as many people are scared from exactly that. In my opinion however the jobs won’t get lost. So in other words if the robot is able to clean the floors, then it is true that we need a cleaning person less, however we need an IT specialist more, which is able to fix the robot if it is broken. Which is then ultimately also increasing the level of education of our society positively.

  45. Janine Blum says:

    Link: https://www.bynder.com/en/blog/marketing-martech-2030-past-present-future/

    Bynder, 9th January 2020 by Emily Kolvitz

    Phase of the article: Phase 2 (Social Media)

    Comment on the article: This article is focusing on the past, present and future of marketing. However I only want to highlight the future, as these trends are basically deciding if a marketing campaign is successful in the future or not.
    The trends for 2030 say that social media is evolving rapidly. This means Twitter will be used as a real-time customer service communication platform. Further also the branding approach on social media is changing from brand-owned social media profiles to investing heavily on influencer marketing. Finally especially millenials are getting bored of Twitter, Facebook and Instagram, which is why some brands begin to leverage their influencer network to lesser known apps, such as Whisper > where communities are organized around specific interests and topics.

    Link the content to the course: Again I would like to link it to my assessment company Skinfit, as I also suggested to focus on influencer marketing to reach many potential customers. Furthermore we also discussed in class that the media set-up is changing and I think this is also highlighted within this article.

    Why did this article interest me? This article is in particular interesting for me as I am not 100% convinced from the influencer marketing. I agree that recommendations from friends and family are worth way more than any advertise campaign. However I think that people are nowadays already so used to social media and earning money with social media, that they also understand that many influencers are just recommending a product because they are paid for doing so.
    Therefore I am still surprised how much influencer marketing is still gaining in importance. However I would also agree with the aspect that micro influencer, are probably the better option than focusing on the really big fishes with millions of followers.

  46. Forbes Magazine, 11th February, 2020 by Oganes Vagramovich Barsegyan
    Phase of this article: Phase 2 (social Media) & Phase 3 (Voice search)

    Comment on the article: It describes the three major trends in digital marketing for 2020 I.e voice search, Videos and livestreaming as well as social media platforms.

    Link the content to the course: It is important to identify the major channels used by target customers for target marketing to be effective. Customers preference changes, marketers to keep track on the trend to determine change in users’ behaviour.

    Why did this article interest me? Digital marketing landscape is very dynamic and it changes with change in technology. Thus, it is important to gather information from experts and learn about the anticipated trends in digital marketing. It is interesting that experts predict that in 2020 voice search will comprise half of all queries because it is faster. Secondly that more companies are expected to use livestream features to launch product. Lastly, the author writes that the use of social media is going to increase rather than decline.

  47. Forbes Magazine, 11th February, 2020 by Charles Mazzini
    Phase of this article: Phase 2

    Comment on the article: The article highlights importance of having a “defined” digital marketing strategy. The solution is having a well-defined, well-analysed and well-performed digital marketing strategy. It entails, researching, understanding and defining a specific target audience. Understanding the company’s marketing goals, competitive landscape, channel performance and budget allocation is also important.

    Link the content to the course: Many companies fail to realise ROI when it comes to digital marketing because they failed to identify the channel used by target customers.

    Why did this article interest me? Digital marketing is gaining prominence. Unfortunately most firms do not have the know-how and therefore rely on services of the marketing agencies who mostly aim at ensuring quick results at low costs, thus instead of coming up with a defined strategy that suits the customers’ needs, they simply sell anything to customers with a promise of excellent results.

  48. Stefanie Natterer says:

    A virtual B2B trade show reports strong online activity

    https://www.digitalcommerce360.com/2020/06/13/a-virtual-b2b-trade-show-reports-strong-online-activity/

    Digital Commerce 360; Peter Lucas

    Publication date: 13.06.2020

    Phase of digital evolution: Phase 2 as the article talks about the digital display of information but also the connection of people through request forms

    Comment on the article: This article talks about the transformation of offline trade fairs to digital trade fairs. The example is a trade fair for furniture and accessories. Because of Covid-19 the offline trade fair had to be canceled which was the reason to develop a digital trade fair. The tools that were used were the digital display of catalogues, webinars and virtual showrooms. Furthermore, buyers could send requests to the sellers. This trade fair offered the possibility to discover products and novelties virtual and connect to the sellers.

    Link content to the course: This article talks about the transformation from offline to online. It shows that also typical offline events like trade fairs need to become digital. It talks about the digital display of information which is part of phase 1 of digital transformation but there were additional features like virtual showrooms, webinars and request forms that classify the example to phase 2. The article mentions virtual showrooms, which can be the future for many companies. Finally, the article showed the success of the digital trade fairs but also pointed out that in the future, trade fairs can’t be completely digital but a digital part may still exist after the covid-19 regulations.

    Why is the article interesting: I think this article is interesting as it shows a new potential of digital transformation. This possibility does not only affect the market of furniture but it can be transferred to many different markets and companies. The article shows how trade fairs can be held in the future but this can also be done for single product launches. Combined with the technology of virtual reality, this offers even more potential.

  49. Stefanie Natterer says:

    The future of Artificial Intelligence relies solely on empathy

    https://uxmag.com/articles/the-future-of-artificial-intelligence-relies-solely-on-empathy

    UX Magazine; Louis Byrd

    publication date: 27.04.2020

    Phase of digital evolution: phase 3: AI

    comment on the article: This article seems to be a comment on AI. The article talks about AI and the necessity to include empathy in the development of AI. Artificial intelligence is developed by humans and is depended on the input that is put into the system. There is the possibility of wrong interpretations of data if the AI-system is not trained with empathy. This is shown through some examples.

    Link content to the course: The article talks about the technology of AI. Additionally, it shows weaknesses of the technology and highlights features like empathy that need to be considered.

    Why is the article interesting: First of all, I am not sure whether the statement that “The future of Artificial Intelligence relies solely on empathy” is correct as there are many aspects besides empathy that need to be considered. But I think that the article puts a focus on aspects of AI that might be underestimated. AI offers a lot of potentials but there is also a huge potential for improvements.

  50. Title: The impact of Digital Transformation on the Food Industry

    Link: https://www.doxee.com/blog/digital-marketing/the-impact-of-digital-transformation-on-the-food-industry/

    Author: Doxee Marketing Team, Publication Date: February 18, 2020

    Comment on the article: The article deals with the influence of digital transformation and consequently the impact of digital marketing on the food and beverage industry. Particularly in the area of digital media, food is one of the most popular and most searched-for topics alongside sport and fashion. If you scroll through the latest posts on your Instagram start page, you’ll quickly realize that the majority of the content developed is about food or in connection with other topics (e.g. relaxation, sports, children, …). Food is an important part of our lives. In addition to the supply of vital nutrients, the topic of food also brings a social aspect with family and friends. As a result, this topic is a magnet for achieving reach and possibly conversion rates and is therefore used by the majority of social media influencers as a content focus or addition to their posts.

    Link the content to the course: The article and the topic it addresses can be wonderfully combined with the company I have chosen for the assignment. The ice manufacturer Kolibri is meanwhile very well-known and popular in Vorarlberg. However, this reputation has only developed over the last 4 years. Previously, the company was mainly known in Wolfurt, where it has its headquarters. With a good digital marketing strategy and presence, they changed this situation and are now one of the leading ice cream manufacturers in Vorarlberg and beyond Austrian borders (Liechtenstein, Switzerland). We also discussed the speed of the digital transformation, which can be seen very clearly in the case of Kolibri. Digital transparency & permanent presence is essential for the sustainable success of a company.

    Why did this article interest me? I was particularly interested in this article because I work in the marketing department of a beverage company. I am also mainly responsible for the support of the social media channels and therefore also for the creation of the weekly posts. The interesting thing about social media work is how customers react to the various posts. Besides raffles, which generate high conversion rates, funny sayings about the product also manage to achieve equally high numbers. Other contributions that were thought to be super generate only a fraction of what you would have hoped for. For this reason, it is always important to be up to date in order to keep up with the latest trends. This is the only way to stay in the minds of customers.

  51. Ruth Stadelmann says:

    Title: Fashion’s digital transformation: Now or never

    Link: https://www.mckinsey.com/industries/retail/our-insights/fashions-digital-transformation-now-or-never#

    Author: Antonio Gonzalo, Holger Harreis, Carlos Sanchez Altable, and Cyrielle Villepelet

    Publication Date: May 6th 2020, McKinsey & Company

    This article deals with the importance of digitalization and its benefits in the fashion industry. This is also explained in the context of the covid-19 pandemic.

    A particularly interesting aspect for me was that constant customer contact in an authentic way is especially important in times when customers consume little or nothing (like during covid-19). Since the company I chose is also active in the fashion industry, the article was of interest to me, although in my eyes most of the mentioned points can only be implemented by larger companies, because they have more resources and money for advanced technologies. However, I think that many companies still underestimate the importance of integrating a perfect omnichannel experience and offering a personalized service. In this aspect, I see inter alia the link to the course where we learned that people still prefer to get in touch with people. This creates value for the end consumer.

    As this article also deals with the topic of AI I would situate the article in phase 3 of digital evolution.

  52. Melanie Ostermayer says:

    Title: The Impact of Digital Marketing and Online Car Sales

    Link: https://www.dealermarketing.com/the-impact-of-digital-marketing-and-online-car-sales/

    Publication Date: Publication Date: May 12th 2020, Dealer Marketing Magazine

    This article is about the importance of online shopping linked to car purchasing and methods how to engage customers for further services and at least how important further data analyzing could be for reaching more customers at all.

    Phase of digital evolution: At a first impression I would link the content of the article in phase 2 of digital marketing due to simple content aboout importance of online selling methods, but if a automotive retailer takes a partner for data analyzing and forecasting this could also linked to phase 3 if AI is used.

    Link to the course and personal interest on the article: Due to the fact that for further research for the portfolio, it is important to know which digital marketing methods for automotive retail are available and how to implement them, also it is interesting to know in a business and also private context that more than 80 % of car buyers do research online before purchasing a car. The most important method for selling cars online are still online advertisements, as this is still a very traditional way of marketing at all. All in all this article is linked to the course because of the way of transformation from offline to online business with a expensive product.

  53. Melanie Ostermayer says:

    Title: Why the Automobile Industry Must Use Digital Marketing To Fuel Their Business Prospects

    Link: https://www.relevance.com/why-the-automobile-industry-must-use-digital-marketing-to-fuel-their-business-prospects/

    Publication Date: Update: May 5th, 2020; Relevance

    This article is primarily concerned with showing reasons why digital marketing has become indispensable in the automotive trade and why the automotive sector is lagging behind other industries in terms of digital marketing. The tools are search enginge optimization, mobile marketing social media and content management.

    Phase of digital evolution: As the digital evolution of automotive retail itself is really weak in comparison to other industries and the article just show general tools of how digital marketing can be implemented the article may linked to phase 2.

    Link to the course and personal interest: Regarding SEO, it is important to know that this is often where the customer journey of the average car buyer starts. Therefore, it is important to be supported on the first pages of the search engine and matching keywords. Also through the everyday use of smartphones will mainly optimize the importance of the mobile implementation of the website / app. Furthermore, information is important for the purchase decision in order to present brand and product details more precisely. An own thought beside SEO, good content etc. is to offer the customer a trustworthy appearance, especially in the used car trade. In general the connection to course is that the digital transformation is not to be imagined without and therefore the marketing strategy of many car dealers has to be changed to survive within the high competitive environment.

    • Title: The impact of Digital Transformation on the Food Industry

      Link: https://www.doxee.com/blog/digital-marketing/the-impact-of-digital-transformation-on-the-food-industry/

      Author: Doxee Marketing Team, Publication Date: February 18, 2020

      Comment on the article: The article deals with the influence of digital transformation and consequently the impact of digital marketing on the food and beverage industry. Particularly in the area of digital media, food is one of the most popular and most searched-for topics alongside sport and fashion. If you scroll through the latest posts on your Instagram start page, you’ll quickly realize that the majority of the content developed is about food or in connection with other topics (e.g. relaxation, sports, children, …). Food is an important part of our lives. In addition to the supply of vital nutrients, the topic of food also brings a social aspect with family and friends. As a result, this topic is a magnet for achieving reach and possibly conversion rates and is therefore used by the majority of social media influencers as a content focus or addition to their posts.

      Link the content to the course: The article and the topic it addresses can be wonderfully combined with the company I have chosen for the assignment. The ice manufacturer Kolibri is meanwhile very well-known and popular in Vorarlberg. However, this reputation has only developed over the last 4 years. Previously, the company was mainly known in Wolfurt, where it has its headquarters. With a good digital marketing strategy and presence, they changed this situation and are now one of the leading ice cream manufacturers in Vorarlberg and beyond Austrian borders (Liechtenstein, Switzerland). We also discussed the speed of the digital transformation, which can be seen very clearly in the case of Kolibri. Digital transparency & permanent presence is essential for the sustainable success of a company.

      Why did this article interest me? I was particularly interested in this article because I work in the marketing department of a beverage company. I am also mainly responsible for the support of the social media channels and therefore also for the creation of the weekly posts. The interesting thing about social media work is how customers react to the various posts. Besides raffles, which generate high conversion rates, funny sayings about the product also manage to achieve equally high numbers. Other contributions that were thought to be super generate only a fraction of what you would have hoped for. For this reason, it is always important to be up to date in order to keep up with the latest trends. This is the only way to stay in the minds of customers.

      • Title: Digital marketing for the food industry: 5 new trends

        Link: https://www.doxee.com/blog/digital-marketing/digital-marketing-trends-food-industry/

        Author: Doxee Marketing Team, Publication Date: February 10, 2020

        Comment on the article: Because food and beverage are the most interesting topics on social media, this article deals with the 5 latest trends regarding this topic in terms of digital marketing. Digitalization has not only completely changed and simplified our lives but also many industries. Examples are ordering via apps or online, delivery services or platforms to share opinions and reviews about restaurants such as TripAdvisor. Basically, it is easy to gain a reputation for food and beverage on social media. As in other areas, it is important to be up to date and follow the latest trends and implement them if necessary. As already mentioned, the article shows a handful of trends for the digital marketing of the food industry.

        Link the content to the course: Especially in the field of digital marketing it is easy to create a connection to the course. The main part of the articles online deal with topics we have already covered in class, such as Big Data, SEO, Augmented Reality, Virtual Reality, Influencers and much more. As well as this article. The five trends that are described in more detail and whose statements also agree with those of the course are
        1. sustainability & health are the new IT keywords
        2. search engine optimization (SEO) is key, since not appearing on Google practically means that you do not exist
        3. User Generated Content & Storytelling is crucial for any digitally successful company (important platform: Instagram)
        4. more targeted advertising can be made on the basis of collected (big) data about customers. Knowing customers allows you to personalize your advertising and products exactly on their needs, wishes and wants.
        5. terms like Virtual/Augmented Reality & Voice Technology are not just concepts of the future, but reality and are increasingly in demand. Therefore, the courage to incorporate these terms into the business model should be taken.

        Why did this article interest me? As already mentioned with the first article, the combination of digital media or marketing and the food industry is especially exciting, because I work in this area. The social media feeds on the fast pace of living. This is especially recognizable by the constantly changing or newly emerging trends in every respect. This article was particularly exciting for me because I can take important tips for my profession and will try to implement them. Especially if you are more or less alone responsible for the content creation, new impulses are of great use and help to gain new views.

  54. Danijela Galic says:

    Title: Older Consumers, Digital Marketing, and Public Policy: A Review and Research Agenda
    (published in Journal of Public Policy & Marketing 2019, Vol. 38(4) 469-483)

    Link: https://journals.sagepub.com/doi/10.1177/0743915619858939

    Author: Daniel Nunan and MariaLaura Di Domenico

    Phase: 2

    This article deals with the effects of the aging population in relation to the increasingly technology-oriented marketing environment. It is interesting that there is a lack of empirical studies on this topic, although the aging population has a major impact on market structures. Thus, when looking at the relationship between ageing and new technologies, the marketing “voice” in terms of customer needs is hardly found in the literature. There is a limited availability of data on age and current usage patterns of digital services.
    The article argues for the use of generational cohorts as a research framework, which provides a rich stream of topics that are crucial for understanding the future consumer landscape. The needs of all consumers should be considered. The article also describes that marketing cannot detach itself from the big questions that shape societies. The failure to examine the role of technology-based platforms in the context of an ageing population is to be addressed.

    For it is also the case that not only older cohorts are excluded from using the Internet. Internet use is linked to gender, income and educational level. I find this article exciting because it shows that older people per se should not be excluded from marketing because one believes that they are not the users anyway, but that one should think about how to address this cohort in digital marketing. In the lecture we had talked about the generations and came to the conclusion that a narrow limitation or demarcation is not reasonable (Millenials vs. Gen Z) but that they can be summarized in Gen C. One should not forget that older cohorts also have different types of users.

  55. Danijela Galic says:

    Title: Improvised Marketing Interventions in Social Media

    Link: https://journals.sagepub.com/doi/10.1177/0022242919899383

    Author(s): Abhishek Borah, Sourindra Banerjee, Yu-Ting Lin, Apurv Jain, Andreas B. Eisingerich (published in Journal of Marketing 2020, Vol. 84(2) 69-91)

    Phase: 2

    This research article is about virality. Online (Social Media) virality has attracted the attention of academics and marketers who want to identify the characteristics of online content that encourage sharing. Here we examine the phenomenon of improvised marketing
    (IMIs)-social media actions that are compiled and executed in real time proximally to an external event (including the example of OREO who successfully tweeted after the power outage at the SuperBowl in the USA… “Power out? No problem, You can still dunk in the dark”). The researchers found that IMIs are fostered by humour and timeliness or unpredictability, and that this has implications for virality and goodwill. These results point to the potential of IMIs in social media and to the potential for managers to take action.

    This article shows that many managers have succumbed to the misconception that a company’s marketing message is best planned, organised and 100% under the control of the company well in advance. Of course, this approach has many advantages, but these will not be discussed here. Nevertheless, the latter strategy can also lead to a brand being seen as being remote from the zeitgeist and from the target group and failing to capture the trends, feelings and ideas typical of the time. The results of the study are very interesting and are intended to encourage marketing managers to think carefully not what they say, but above all how and when they say it using social media. Internal marketing teams often lack the responsiveness and scope to take the opportunity to present the company through a current event and link the brand message to the event with maximum impact. This means, of course, finding people who are creative and spontaneous, and most importantly, trust is important, because tweets like Oreo’s would not have been tweeted otherwise. The researchers found that many brands have yet to discover the potential of this marketing method.

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