Yahya Mohamed Mao

The Transformative Role of AI in Modern Marketing Leadership
Tech Impact Insights Blog
September 01, 2023

ith the infusion of AI into various facets of marketing, leaders are embracing transformative changes that are propelling their organizations to new heights of success. The intersection of AI and marketing leadership is a captivating narrative that uncovers the intricacies of data-driven decision making, the promise of predictive analytics, and the art of harnessing automation while preserving human creativity. As AI permeates marketing strategies and tech stacks, it not only optimizes processes but also shapes the very composition of marketing teams. In this era of technological evolution, marketing leaders are navigating uncharted territory, seeking innovative ways to integrate AI seamlessly and ethically while envisioning a future where AI becomes an intrinsic part of marketing.

The metaverse opens up new horizons for a new CX universe
Tech Impact Insights
December 21, 2021

Forward-thinking consumer apparel companies are using augmented reality to show how tailor-made shirts will look to the consumer in 360 degrees. This experience allows them to explore virtual showrooms, try on items, and get a 360-degree view of what they are looking for. Brands have the opportunity to create fully realized immersive 3D experiences and redefine customer relationships. Considered as the convergence of three-dimensional worlds into shared virtual experiences, the metaverse is the path the tech industry is taking and around which companies in the tech sector are building brands and new universes.

The multidimensional characteristics of modern marketing
Import from medium.com
March 11, 2021

The emergence of digital technologies and communication channels is pushing ahead a change in paradigm within the fundamental concept of marketing.Marketing consists in creating value to customers in a way that it benefits organization and shareholders. Based on this fundamental understanding, marke

A multi-level analysis of the not-invented-here syndrome
Finextra
November 29, 2020

The tendency for people and organizations to avoid things that they did not create themselves may lead to a fundemental rejection of external knowledge.

How often have we seen new ideas and innovations taking a long time until they are adopted? Even in the digital age, organisations slowly adopt new technologie that could benefit them if they adoped them early. In a recent article, I described the example of Zoom that was created in 2011. It took an outbreak of a pandemic to integrate solutions like Zoom in daily business. In fact, remote work and home office have become unavoidable due to isolation and quarantine measures imposed by governments. To understand why many companies have always been reluctant in introducing digital processes and establishing a home office culture, let’s have a look at the not-invented-here (NIH) syndrome.

The Role Of Patient-Centricity In Health Care Innovation
Experfy
October 13, 2020

Despite considerable progress in digital transformation, health care still is a digital dinosaur. The future of health care consists in laying today the foundation for a just, patient-centric and smart health system.

Patient-centricity as a crucial element in successfully implemeting health care innovations
Import from medium.com
October 01, 2020

The role of patient-centricity in health care innovationDespite considerable progress in digital transformation, health care still is a digital dinosaur. The future of health care consists in laying today the foundation for a just, patient-centric and smart health system.Today’s headlines are sti

Using Facebook in 2020 means supporting Trump
Import from medium.com
August 19, 2020

Using Facebook now means openly supporting the re-election of Donald Trump, because it’s what the platform, and Trump, both want.Continue reading on Scientya »

Very insightful article! Thank you for sharing!
Import from medium.com
July 13, 2020

Very insightful article! Thank you for sharing!

Financial Services firms can punch above their weight with Cloud and Digital services
Import from medium.com
July 13, 2020

Banking and Financial services is one of the biggest industries powering our planet. For long, these institutions have played a big part in meeting the financial needs of public, private companies, nonprofits, B corporations, consumers, other financial services institutions, governments. This is an

Search Kubernetes World with GraphQL
Import from medium.com
July 13, 2020

Smart search method of entangled Kubernetes resources empowered by GraphQL Mesh/Postman visualizer.Photo by Alina Grubnyak on UnsplashKubernetes’ pain: Resource entanglement???Kubernetes world is full of relations between resources. Sometimes we need to search for an answer for simple question li

Bayesian online change point detection — An intuitive understanding.
Import from medium.com
May 16, 2020

What is a Changepoint? There could be abrupt variations in a data sequence that could be characterized by any combination of parameters —…Continue reading on Scientya »

Illustration: GraphQL Mesh
Import from medium.com
May 14, 2020

The quickest way to start GraphQL for non-JS personPhoto by Cody Board on UnsplashHow to get to GraphQL world. Gateway is here.GraphQL’s hurdle for non-JS personGo for it!GraphQL is one of cutting edge API specification. GraphQL has built-in query format unlike REST API. This query format ena

How to start your RPA Journey in 5 easy steps
Import from medium.com
April 23, 2020

RPA is growing fast, and 2020 is the year when most of the market is moving from the Proof of Concept (POC) phase to building a solid strategy.Image: 1point21gws.comLink to original article on Aggranda.com. Published on February 24, 2020 in Robotic Process Automation by Andrei Ghiorghiu.There are a

Interesting insights that show us again that every crisis has the potential of fostering technology…
Import from medium.com
April 08, 2020

Interesting insights that show us again that every crisis has the potential of fostering technology progress! Great article and thanks for submitting to Scientya.

How to Become a Contributor of Scientya
Import from medium.com
April 08, 2020

Joining Scientya as a contributing author means joining an international community of knowledge creation and share.Sharing expertise and knowledge by Industry LeadersThe launch of Scientya was inspired by one of the Medium’s biggest and most successful publications Hacker Noon. Founded by David

With Artificial Intelligence against the Coronavirus
Import from medium.com
April 08, 2020

Technology that saves lives? Artificial Intelligence plays an important role in the fight against the COVID-19 pandemic, also in the diagnostics and in the search of vaccines. The only strategy to slow down is the isolation of confirmed coronavirus cases as well as the suspected cases.To combat the

Gateway Digital Partners with n’cloud.swiss and Expands its Reach in the Swiss Market
Import from medium.com
January 13, 2020

Gateway Digital- a part of the Gateway Group of Companies, that offers digital transformation and technology solutions to businesses across sectors, has partnered with n’cloud.swiss — a Swiss cloud computing provider with a global marketplace offering a variety of products and services globa

Business Growth And Branding Through Influencer Marketing
Import from medium.com
December 30, 2019

Is Influencer Marketing really to be considered as one of the next big things in marketing?While working on a business model for the watch brand DsY Watches with my business partner Dennis Matter, I analyzed different watch companies. Daniel Wellington is what I consider as the best possible example

Making a significant step closer to a green future with smart cities
Import from medium.com
September 05, 2019

What does the digital city of tomorrow look like? Smart city initiatives show that the future is already here.Image: Allied TelesisAs we have reached the 21st century, technology has spread through the world at a fast rate. Technology is now a necessity in our homes, cars, schools and offices but

Organisational factors that nurture innovation. The case of Philips Lighting.
The Digital Transformation People
October 08, 2018

Without doubt, innovation plays nowadays a crucial factor in the success of organisations and is to be considered as the decision maker of the destiny of the latter.

Its omnipresence ranges from new technologies to new ways of doing things (Porter, 1990). Inherently a risky investment, the successful exploitation of a new idea (Managing Innovation, 2013, 5e), as innovation can be defined, seems at first glance better to be avoided.

Combining cloud computing and artificial intelligence (AI)
LinkedIn
November 28, 2017

Today’s technological progress and the wealth of modern economies have reached an impressive level. While in the early period of human history, the pace of technological progress was relatively slow, nowadays time to market and being state-of-the-art are key factors for competitiveness. Consequently, companies have to be quick and predict successfully the development of new and old technologies. Amazon did very well to concentrate on the development of their cloud services in 2006 already. Today, the cloud computing world is dominated by Amazon AWS who enjoy a seemingly monopolistic market share of over 30 percent. A serious competition only comes from Microsoft Azure, Google, IBM and Alibaba. According to Forrester's predictions for 2018, the total global public cloud market will be $178B in 2018, up from $146B in 2017, and will continue to grow at a 22% compound annual growth rate. From this point of view, the cloud seems to be a driving force for economic growth.

Managing risk and uncertainty in the innovation process: Analysing the implications of managerial decision making
Independently published
April 28, 2021

Innovation is by definition the successful exploitation of a new idea. The management of the laborious process from idea generation over selection and prioritisation methods to the implementation of the best possible idea is the main role of innovation management. Since novelty is always accompanied with a certain degree of unpredictability of the success or failure of an innovation, innovation management, which represents a core activity in most of the today’s leading firms, also consists in turning uncertainty to something closer to a calculated risk (Tidd and Bessant, 2013). The understanding of the difference between risk and uncertainty, as well as the sources of each allow to derive effective methods for successful innovation management.

The multidimensional characteristics of modern marketing: A broad, integrated perspective to marketing management
Independently published
April 26, 2021

The emergence of digital technologies and communication channels is pushing ahead a change in paradigm within the fundamental concept of marketing. Without doubt, marketing is a very multifaceted field. A best marketing approach does simply not exist. Marketing leaders generally bring in their own ideas and their pursuit in making a company unique also leads to a unique approach of marketing. Since the 1950s, marketing has experienced a steady evolution from product-orientation with focus on quality to a selling-oriented approach in the 1960s. In the 1970s, marketing became more customer-oriented and ads-driven. Today, marketing has evolved into a complex acitivity that considers the relationship aspect of marketing, as well as internal marketing efforts to promote the employer in the eyes of its employees and integrated marketing which is more about unity in branding, tone and style giving the company a corporate identity. This late evolution stage of marketing is often referred to as holistic marketing, hence a multi-level approach to marketing.Too often marketing is considered in a fragmented manner that results in suboptimal brand performance. Many companies see marketing as a cost factor and overlook or fail to adequately incorporate it as a key element of their overall strategy that must be more than just revenue generation. Competitiveness is highly related to successfully linking a business purpose to stakeholders and customers. A holistic approach to marketing considers the entire ecosystem that surrounds the company and makes it possible to implement marketing activities, processes, and programs that reflect the breadth of a company as an interconnected and socially responsible entity. This e-book serves as an inspiration to decision makers and as a resonance for them, showing why there is more to marketing than just being a cost factor.

The AI Book: The Artificial Intelligence Handbook for Investors, Entrepreneurs and FinTech Visionaries
Wiley
June 08, 2020

Written by prominent thought leaders in the global fintech space, The AI Book aggregates diverse expertise into a single, informative volume and explains what artifical intelligence really means and how it can be used across financial services today. Key industry developments are explained in detail, and critical insights from cutting-edge practitioners offer first-hand information and lessons learned. I'm one of the contributors.

Barrier to innovation: The not-invented-here (NIH) syndrome: Origins of the not-invented-here syndrome and organizational factors that nature innovation
Independently Published
April 30, 2021

Few authors have taken an interest in the not-invented-here (NIH) syndrome resulting in little explanation for the sources of this phenomenon. Obviously, the success of a company or an entrepreneur may be followed by pride, presumptuousness and overconfidence. Such a high level of self-awareness can result in a haughty attitude. The tendency for people and organizations to avoid things that they did not create themselves may lead to a fundamental rejection of external knowledge. What is important to know is that they are difficult to change because they are subject to a phenomenon of “path dependence”. This phenomenon can give rise to a problem of containment.

AI-Blockchain Awards UAE
AIBC Summit Dubai
May 25, 2021

The AIBC Awards were held on the 25th of May, 2021, at the Intercontinental Dubai Festival City. Alongside premier networking opportunities, the opulent event brought together luminaries in the industry for an evening of recognition and celebration of achievement. Shining a spotlight on some of the most intriguing and creative tech projects to challenge the conventional role of technology are the tech players changing the face of the industry as we know it – it’s time to BUILD the future.

Patient-centricity as a success factor for innovations in the healthcare sector
DMEA - Connecting Digital Health
June 09, 2021

Despite progress in digital transformation, healthcare is still a digital dinosaur. The future of healthcare is to lay the foundation for a fair, patient-centric and smart healthcare system today. Mobile solutions such as the MiSANTO app are more in demand than ever because, on the one hand, they significantly reduce waiting times and make healthcare services more personal for patients. Innovations are also only successful if all the players involved work cooperatively.

Podcast: The tech transforming customer experiences
CMO Alliance
May 03, 2023

Technology for Social Impact | AIBC Summit
Malta AI and Blockchain Summit (AIBC)
December 12, 2019

How can blockchain help the environment? Can technology help achieve sustainable development goals?
Yahya Mohamed Mao talks through the full potential of blockchain technology.

Experteninterview mit Yahya Mohamed Mao
DIGITAL LEADER GMBH
May 24, 2019

Heute im Interview Yahya Mohamed Mao, Chief Marketing Officer bei der n’cloud.swiss AG in Seengen in der Schweiz.
Marketing steht im steten Wandel. Die voranschreitende Digitalisierung und die neuen Technologien machen Marketingstrategien kurzlebiger denn je.

Doch welche Veränderungen können wir ganz konkret erwarten?

Wir haben Marketingexperten über Themen, die die Zukunft des Marketings erheblich beeinflussen werden, gesprochen.

EUvsVirus Hackathon Community
European Commission
April 25, 2020

#EuvsVirus is the mission-driven initiative that has proven to be extremely efficient in our fight against this unexpected and world-changing challenge: coronavirus.

Decision making under uncertainty in the management of innovation: A comparison between theory and firm’s reality illustrated at the example of Mercedes-Benz Vans
Université de Strasbourg
September 07, 2015

Innovation is by definition the successful exploitation of a new idea. The management of the
laborious process from idea generation over selection and prioritisation methods to the
implementation of the best possible idea is the main role of innovation management. Since novelty
is always accompanied with a certain degree of unpredictability of the success or failure of an
innovation, innovation management, which represents a core activity in most of the today’s leading
firms, also consists in turning uncertainty to something closer to a calculated risk (Tidd and
Bessant, 2013). For this reason, the current master’s thesis aims to present how decisions are made
under uncertainty in the management of innovation by comparing theory and firm’s reality,
whereby Mercedes-Benz Vans in Stuttgart, Germany serves as an illustrative example.

How AI Can Supercharge Your Social Media Strategy
SiGMA/AGS UAE
May 04, 2022

SiGMA/AGS Summit UAE 2022 panel 'How AI Can Supercharge Your Social Media Strategy', moderated by Dave Crane, and joined by Josh O'Cock, CEO at Growth Gurus, Yahya Mohamed Mao, Founder & Editor-in-Chief at Scientya, Darius Kunca, CEO at Adkings, Ben Jorgensen, Co-founder at Constellation.

With an eye towards new horizons, the SiGMA Group goes eastwards this year to connect the brightest minds of the region in industries from gaming to cryptocurrency.

Virtual meeting with Yahya Mohamed Mao and Thomas Amstoutz, our innovation experts
University of Strasbourg
February 12, 2021

We connect you virtually with two exciting and committed profiles
Yahya Mohamed Mao currently Marketing Director at MiSanto AG in Switzerland, Alumnus of the Faculty of Economics and Management

Thomas Amstoutz, currently in charge of the Usine du Futur project at Grand E-Nov+ (Innovation and International Prospecting Agency of the Grand Est), also an alumnus of the Faculty of Economics and Management

You will be able to exchange with them around their expertise:
* Marketing strategy, digital marketing
* International business development
* External communication and press relations
* Customer relations, investor relations
* Product design and innovation
* Corporate strategy
* Innovation / Transformation
* Living abroad

Conversations in Leadership : In an Era of Transformation, Transition, Transparency and Trust
Wall Street Journal
November 30, 2020

I'm tremendously honoured to have been able to contribute with a question to yesterday's conference "Conversations in Leadership : In an Era of Transformation, Transition, Transparency and Trust, hosted by The Wall Street Journal Custom Studios in partnership with Philip Morris International.

SWISS GRC DAY
Swiss GRC
May 05, 2022

Anyone interested in GRC or specifically concerned with governance, risk, ICS, compliance, data protection, security, BCM, and audit was in attendance at SWISS GRC DAY 2022 on May 4 at the Radisson Blu Hotel in Zurich Airport. The event, which featured Swiss Infosec AG and Data Governance as partners, was moderated by Yahya Mohamed Mao, Head Business Development & Marketing at Swiss GRC AG. With more than 220 people, they were inspired by the best practice examples of the speakers. It is these experiences with different challenges that bring real added value to the participants and highlight the supporting role of the GRC Toolbox in the complex environment.

Migration and Covid-19. We are all in this together
Migration Jam
June 13, 2020

Migration Conference makes possible a positive dialogue about migration and I feel honoured to be able to share my personal story and my experience in the EUvsVirus Hackathon as a mentor. With people participating from across the globe and international journalists from BBC, Aljazeera, Financial Times and AFP, the setting of the conference couldn't be better.

Rencontre RH | Etudiant·es M2
University of Strasbourg
June 01, 2021

Vous êtes étudiants de M2 et vous vous posez des questions sur votre plus qu’imminente insertion sur le marché de l’emploi ? RDV le mardi 1er juin 2021 via Zoom pour une rencontre avec des professionnels du recrutement afin de découvrir les attentes des recruteurs, les clés pour faire la différence dans vos candidatures et aussi poser toutes vos questions !

RDV dès 18h pour une table ronde suivi d’un temps dédié aux questions réponses en présence de :

Muriel DESBROSSES, Chargée de développement, Recrutement et Gestion de Carrière chez Groupama
Déborah SCHWARTZ, Responsable Innovation au Crédit Agricole
Sylvie SCHNEIDER MAAS, DRH - Consultante en Ressources Humaines – Coache certifiée trilingue multiculturelle spécialisée en transition et ingénierie qualitative RH
Yahya Mohamed MAO, Marketing Specialist, Advisor, Author, Mentor & Speaker & Alumni de la FSEG
Philippe ZECH, Directeur de Lynx RH Strasbourg

Remote: The Future of Work is Now
Platform.sh
May 27, 2021

Did you have to adjust to working from home from one to the other day when the Coronavirus hit the globe? Millions of businesses and employees have started to “go remote” but working from home doesn’t necessarily equal remote work. What does remote actually mean for an organization?

In this webinar, Yahya M. Mao and Christian Nussbaumer uncover the challenges and opportunities of remote work in an organizational, operational, cultural, and human context. The two longtime remote workers will share practical advice to accelerate the digital transformation of your business and prepare your organization for the future of work – which is now.

Key takeaways:
- Why remote work is here to stay, regardless of COVID-19.
- How to avoid common mistakes and overcome the challenges of working remotely.
- What remote work means to the digital transformation agenda of your company and the overall economy.
- Productivity worries? How to lead your remote teams efficiently rather than micromanaging them.

The role of patient-centricity in health care innovation
Thinkers360
April 01, 2021

Today’s headlines are still made by the Coronavirus outbreak and more specifically, its impact on the worldwide economy leading to a severe crisis on global markets. While many sectors like the airline industry are facing a sharp decrease of demand resulting in a loss of billions of dollars in economic output, health care systems around the globe are threatened by critical care overload. The economic crisis of 2008 undeniably proved that a crisis causes companies to reduce their investment, including investment in innovation. “The decade that shapes our contemporary imagination of crises is the 1970s, which exemplified the way a historic rupture can set an economy and a society on a new path.” (William Davies, The Guardian, March 2020) But what if innovation is the only way of overcoming a crisis? Often, innovation is linked to a change of mindset making people more open towards a technology that was rejected for longtime because no necessity was seen. One of the best examples is remote work. It took an outbreak of a pandemic to integrate remote work and home office in daily business. Zoom has not been created in 2020 but in 2011 and after nine years, Zoom’s software usage saw a significant global increase. Following the introduction of quarantine measures in response to this year’s pandemic, business meetings, speaches and even conferences are held digitally. In fact, the main problem has been that many companies have always been reluctant in introducing digital processes and establishing a home office culture. The uniqueness of this crisis is that there is not an “either or” solution, but governments, companies and individuals are provided with an extremely limited set of possible solutions to live with this virus. The crisis in 2020, similarly to the crises in the 1970s, will present a historic rupture setting economy and a society on a new path (The last global crisis didn’t change the world. But this one could — William Davies), also and especially, because it is a crisis that does not primarily involve financial losses but most importantly the lives of many humans all over the world. In consequence, health care, despite its reputation of being a digital dinosaur, must become particularly innovative, connected, available anywhere, anytime and above all patient-centric. Innovation in Health Care, that’s about different actors working together hand in hand Innovation in health care is hard. That’s a fact! Problems range from costs to medical errors putting at risk human lives. Financial losses become of a secondary importance when the wellbeing of patients is deteriorated. In the past, enormous investments have been made in innovation but but too many efforts simply failed and resulted in innovation risk-aversion. “Three kinds of innovation can make health care better and cheaper: One changes the ways consumers buy and use health care, another taps into technology, and the third generates new business models.” (Regina Herzlinger (Why Innovation in Healthcare is So Hard, June 2006, Harvard Business Review 84(5):58–66, 156)) Nevertheless, it is necessary to look at the different types of possible innovation in health care. According to Regina Herzlinger (Why Innovation in Healthcare is So Hard, June 2006, Harvard Business Review 84(5):58–66, 156), “three kinds of innovation can make health care better and cheaper: One changes the ways consumers buy and use health care, another taps into technology, and the third generates new business models.” Switzerland-based The Ark — The Foundation for Innovation in Valais promotes innovation in health care and plays an important role as a solution accelerator and ecosystem mobiliser. The graphic above presents the so-called Health Innovation Square bringing together key actors within a future-oriented and unique health care ecosystem. Actors from business, R&D, technologies and health care work together hand in hand to drive successful innovation. The example of The Ark with its partnership and ecosystem character sets the direction of the future of health care. “A patient-centric approach is a way healthcare systems can establish a partnership among practitioners, patients, and their families to align decisions with patients’ wants, needs, and preferences. This also includes the delivery of specific education and support patients need to make these decisions and participate in their own care.” (Healthgrades) Partnering and actively involving patients within the process of development and innovation are also crucial to make health care innovations a success. Patient-centricity in health care is therefore of an enormous importance. It is a “way health care systems can establish a partnership among practitioners, patients, and their families to align decisions with patients’ wants, needs, and preferences”. Unfortunately, the term “Digital Health” is always associated with technically oriented and complex solutions. Most companies fail to make these solutions comprehensible and intelligible for patients. For example, the term “digital doctor” often refers to a chatbot in which a computer takes over communication. Involving patients’ needs will make possible to put patient-doctor communication in the foreground. Mobile Health and Telemedicine on the rise The health care system of today is essentially a health care system that was established in the middle of the last century and has not developed much further. Although the importance of digital solutions is recognized, their implementation is slow. Certainly, there have been enormous advances in medical diagnosis and treatment. The structure of care is in itself still the same and not much has changed. If you do not feel well nowadays, the first thing you do is to see your doctor. In the next steps, depending on the emergency, appointments can be made with a specialist in the hospital, tests or scans can be performed. The whole process is lengthy. It is important not to forget to mention that more than a third of humanity does not even have access to medicine. The digital transformation of the health care sector makes it possible to provide health care services efficiently, personalized, anywhere and anytime. The global digital health care market, valued at USD 73.1 billion in 2017, is expected to reach a volume of USD 223.7 billion by 2023 and to develop at an average annual growth rate of 21 percent over the period (2018–2023). This development will be driven by innovative and mobile health technologies. The Coronavirus pandemic certainly confirms this development and actively contributes to a rise of mobile health and telemedicine. If businesses are able to cope with the crisis by introducing remote work, why should health care, considering that there are 5.22 billion people that have a mobile device in the world meaning that nearly 70% of the world’s population has a mobile device, not be able to be provided remotely? In fact, many health concerns can be resolved telemedically in a single consultation. Waiting times for an appointment are virtually non-existent and travel costs to the doctor can also be saved. Elderly people can benefit from the fact that they can stay at home longer with telemedical support instead of having to go to a retirement home. Especially during the pandemic, we have seen that our health care system quickly reaches its limits due to a lack of flexibility. The worsening shortage of doctors also means that many people already have no doctors. Telemedical and digital services such as those offered by Misanto from Switzerland will play a vital role in tomorrow’s health care system. After all, access to the Internet and thus to such services continues to increase. The future of health care — A concluding outlook on what to expect In last year’s ranking of the degree of maturity of digitization in the health care sector by the Bertelsmann Foundation, Switzerland came in 14th out of 17 countries examined. There is definitely a need to catch up in many areas. The current state of affairs with steadily rising costs for the health care system in Switzerland has already become a permanent state of affairs over the past few years. This burden is increasing, especially for private households. In any case, we must act quickly and actively manage the digital change in the health care system. The use of digital health technologies will reduce waiting times during visits to the doctor and will make paperless prescriptions possible. Easier access to information through digital channels will ensure greater transparency and increase the health competence of patients. Patients will expect more from their providers and doctors must apply an honest and clear approach to the care. Consequently, a high quality patient-doctor communication will play an enormously important role. Involving patients and considering their needs will therefore make possible to steer the health care towards a patient-centric future. Health care professionals will also benefit from the digital transformation because the latter will reduce the workload that got out of control during the Coronavirus. Originally published on Scientya.com (Oct 1, 2020)

The multidimensional characteristics of modern marketing
Thinkers360
March 15, 2021

Marketing consists in creating value to customers in a way that it benefits organization and shareholders. Based on this fundamental understanding, marketing leaders try a vаriеtу оf diffеrеnt mаrkеting strategies in the quest for the all-important recipe that takes a company to the next level. Marketing itself plays an intermediate role between the target customers’ requirements and their economic patterns. It is important to keep in mind that marketing must be able to satisfy customers’ needs through a lively and inspiring exchange process that makes possible long-term relationships. Access to information through digital channels has become easy for customers leading to high expectations towards product and service providers. Nowadays, people do not buy a product or a service based on quality or price, but they make their purchase decision based on a the story behind a product or a service. The emergence of the Internet and the steadily increasing role of social media and other digital channels have made it possible to interact easily with customers. As a result, marketing has experienced a change in paradigm over the years. The evolution of marketing since 1950 Without doubt, marketing is a very multifaceted field. A best marketing approach does simply not exist. Marketing leaders generally bring in their own ideas and their pursuit in making a company unique also leads to a unique approach of marketing. Some will specialize in viral marketing, others focus on channel marketing, content specialists will swear by content marketing and for others, brand marketing is the way to go. Purely business-oriented marketing specialists will concentrate on working very closely with the sales department and align their marketing efforts with the ROI of their activities with monetary profit as a driving motivation. But there are also communication-oriented marketing specialists who feel comfortable working with PR and communication experts. Another type of marketing that is developing rapidly since digitalization is digital marketing. If we have a close look at how marketing developed since the 1950s when marketing was all about reaching the largest possible audience with mass marketers swearing by TV ads, print ads and billboards, we notice that marketing developed into an omnipresent business tool. Over the decades, marketing has experienced a shift from product-orientation with focus on selling quality in the 1950s to selling-orientation in 1960s. The weakness of the selling-oriented marketing approach clearly was a lack of innovation and products were not further developed as long as the ROI was good enough. In the 1970s, marketing became more customer-oriented and ads-driven. In fact, the use of computers changed the way advertisement agencies did their everyday business. Technology helped them gather detailed information, such as demographics, and develop products and service based on the behavior and perception of potential customers. Unsurprisingly, advertising became an intergral part of American culture and The American Association of Advertising Agencies estimated that during the 1970s, around 1,600 ads per day were shown to each potential customer. Today, marketing has evolved into a complex acitivity that considers the relationship aspect of marketing, as well as internal marketing efforts to promote the employer in the eyes of its employees and integrated marketing which is more about unity in branding, tone and style giving the company a corporate identity. This late evolution stage of marketing is often referred to as holistic marketing. Holistic marketing — a broad, integrated perspective to marketing management Hоliѕtiс mаrkеting iѕ аn intеrсоnnесtеd аррrоасh thаt bringѕ together different tеаmѕ, driving a соhеѕivе buѕinеѕѕ ѕtrаtеgу. It invоlvеѕ lооking through thе imроrtаnсе оf every single element of a marketing ѕtrаtеgy аѕ a whоlе аnd knоwing hоw intеrdереndеnt еасh one iѕ. Another useful term that describes the holistic approach to marketing also is 360° Marketing. According to Businessjargons.com, holistic marketing is defined as follows: “Holistic marketing is based on 360-degree view approach, where ideas and suggestions from everyone who are directly or indirectly related to the business are taken to match up with the changing marketing trends. This approach has given equal importance to every department which can contribute to the success of the product.” A holistic marketing approach is based on the understanding that the whole is always greater than the sum of its single parts. Consequently, marketing becomes a shared activity that involves everyone related to the business. As a result, all departments within the company learn to work together towards the marketing and sale of the company’s products and services. In addition, a unique and positive brand image is created in the minds of the employees and the company’s customers. The holistic marketing approach also leades to coporate identity with a unified way of communicating, a way that is unique to the company. The positive influence of holistic marketing Thе hоliѕtiс mаrkеting аррrоасh hаѕ a numbеr оf bеnеfitѕ. These include: 1. Brand building: A company’s brаnd аѕ well аѕ оthеr intаngiblе аѕѕеtѕ mаkе up аbоut 84% оf thе соmраnу’ѕ mаrkеt value. In аdditiоn, customers’ аррrоасh tо buying iѕ also сhаnging. Tоdау, сuѕtоmеrѕ рау more аttеntiоn tо thе brаnd and the history behind thаn just simply buying thе рrоduсt. Thiѕ ѕhоwѕ thаt there iѕ nееd tо рut grеаtеr fосuѕ оn brаnd building. Thе hоliѕtiс mаrkеting аррrоасh helps build a ѕtrоngеr brаnd bу рrоjесting a роѕitivе аnd unifiеd imаgе аmоng аll thе company’s ѕtаkеhоldеrѕ аnd асrоѕѕ аll thе tоuсh роintѕ thrоugh whiсh сuѕtоmеrѕ intеrасt with thе brand. Consistency: Cоnѕiѕtеnсy iѕ vitаl fоr every brаnd thаt wаntѕ to rеmаin rеlеvаnt in thе lоng-tеrm. Bеfоrе making a purchase decision, customers will rеѕеаrсh thе company and thе рrоduсt bоth online аnd оfflinе. They tend to spend a lot of time researching tо еnѕurе thаt thеir purchase decision is perfectly aligned with their expectations. During thiѕ rеѕеаrсh рhаѕе, it is сruсiаl tо еnѕurе thаt thе сuѕtоmеr еxреriеnсе iѕ соnѕiѕtеnt across аll thе existing сhаnnеlѕ. An inсоnѕiѕtеnt еxреriеnсе will mаkе it hаrdеr fоr сuѕtоmеrѕ tо trust one’s buѕinеѕѕ, which mеаnѕ they might bе lоѕing сuѕtоmеrѕ withоut еvеn knоwing аbоut it. Bу еnѕuring that a unifiеd mеѕѕаgе аnd brаnd image iѕ ѕеnt оut through аll сhаnnеlѕ аnd tо аll ѕtаkеhоldеrѕ, holistic mаrkеting ensures thаt аll tоuсh роintѕ thrоugh whiсh customers intеrасt with one’s buѕinеѕѕ аrе intеgrаtеd in a way thаt they рrоvidе a ѕеаmlеѕѕ еxреriеnсе tо thе сuѕtоmеr rеgаrdlеѕѕ оf where thе сuѕtоmеr iѕ interacting with the buѕinеѕѕ. Cоnѕiѕtеnсу hеlрѕ build сuѕtоmеrѕ’ соnfidеnсе аnd truѕt in a brаnd. 2. Value Exploration: Value exploration iѕ thе рrосеѕѕ thrоugh which a company identifies nеw opportunities fоr vаluе сrеаtiоn. In оrdеr tо dеvеlор a vаluе exploration ѕtrаtеgу, thе company nееdѕ to have аn undеrѕtаnding оf hоw thе fоllоwing thrее ѕрасеѕ intеrасt tоgеthеr: thе customer’s соgnitivе ѕрасе, thе company’s competence ѕрасе and thе соllаbоrаtоr’ѕ rеѕоurсе ѕрасе. The customer’ѕ соgnitivе ѕрасе rеfеrѕ tо еxiѕting аnd latent nееdѕ, аѕ wеll аѕ оthеr сuѕtоmеr dimеnѕiоnѕ ѕuсh аѕ thе nееd fоr frееdоm, ѕtаbilitу, раrtiсiраtiоn аnd сhаngе. Thе company’s соmреtеnсу ѕрасе rеfеrѕ tо thе оrgаnizаtiоn’ѕ сараbilitiеѕ. Thе соllаbоrаtоr’ѕ rеѕоurсе ѕрасе on the other hand rеfеrѕ tо thе company’s ability tо раrtnеr with оthеr companies tо еithеr ѕеrvе thе company’s vаluе сrеаtiоn process оr tо еxрlоit mаrkеt opportunities. Bу еvаluаting hоw thе rеlаtiоnѕhiрѕ bеtwееn thеѕе thrее ѕрасеѕ work аnd how thеу intеrасt with еасh оthеr, businesses саn еаѕilу idеntifу nеw орроrtunitiеѕ fоr vаluе сrеаtiоn. 3. Value Creation: Following the identification of value creation орроrtunitiеѕ during thе vаluе exploration ѕtаgе, thе company nееdѕ tо develop vаluе сrеаtiоn ѕkillѕ tо tаkе аdvаntаgе оf thе орроrtunitу. In order tо dо thiѕ, mаrkеtеrѕ nееd tо determine nеw bеnеfitѕ that thе сuѕtоmеrѕ are looking for. In a second step, the marketers must make sure to be able to dеlivеr these bеnеfitѕ. It is crucial during thiѕ step iѕ tо gеt into thе сuѕtоmеrѕ’ mindѕ аnd undеrѕtаnd hоw thеу might think. Thiѕ саn bе dоnе bу оbѕеrving whо thе сuѕtоmеrѕ intеrасt with, whо thеу аdmirе, аnd thе реорlе thаt hоld thе grеаtеѕt influеnсе оvеr the сuѕtоmеrѕ. 4. Value Delivery: Finаllу, thе company nееdѕ tо асtuаllу dеlivеr vаluе tо thе сuѕtоmеrѕ. In most саѕеѕ, thiѕ requires thе organization tо mаkе hugе invеѕtmеntѕ in bоth infrаѕtruсturе аnd capabilities. Thе company will аlѕо nееd tо bесоmе соmреtеnt in mаnаging customer rеlаtiоnѕhiрѕ, intеrnаl rеѕоurсеѕ, аnd buѕinеѕѕ partnerships. Mаnаging сuѕtоmеr rеlаtiоnѕhiрѕ mеаnѕ thаt the оrgаnizаtiоn needs to hаvе a сlеаr idеа оf who itѕ сuѕtоmеrѕ аrе, thеir bеhаviоrѕ, аnd thеir nееdѕ. Thiѕ mаkеѕ it еаѕiеr fоr thе buѕinеѕѕ tо рrореrlу rеѕроnd tо сuѕtоmеr орроrtunitiеѕ. In order to еffесtivеlу rеѕроnd tо сuѕtоmеr орроrtunitiеѕ, thе оrgаnizаtiоn nееdѕ tо bе аblе tо аblе to mаnаgе the rеѕоurсеѕ аnd рrосеѕѕеѕ invоlvеd in delivering vаluе tо thе сuѕtоmеrѕ. The role of relationship marketing Mаrkеting tурiсаllу used to follow a linеаr “оnе-tо-mаnу” communication mоdеl in the past whеrе thе соmраnу brоаdсаѕtеd infоrmаtiоn thrоugh оnе channel tо mаnу сuѕtоmеrѕ. Today, thiѕ mоdеl hаѕ bесоmе obsolete. It hаѕ bееn rерlасеd bу a “mаnу to mаnу” mоdеl whеrе сuѕtоmеrѕ саn get infоrmаtiоn about one’s buѕinеѕѕ frоm mаnу different сhаnnеlѕ. These channels have an increasing influence on the cuѕtоmеrѕ’ реrсерtiоn, for example through ѕосiаl mеdiа раgеѕ where people express their opinion on the company and their experience. Potential customers also read whаt iѕ оn the company’s wеbѕitе, they analyse еmрlоуееѕ’ bеhаviоrѕ аnd attitude, bоth оnlinе аnd оfflinе and also whаt rеviеw sites аrе ѕауing аbоut the company.. Tо еnѕurе thаt thеrе iѕ a unified mеѕѕаgе dеѕрitе the brоаd сhаnnеlѕ thrоugh whiсh сuѕtоmеrѕ lеаrn аbоut аnd intеrасt with one’s business, thе hоliѕtiс mаrkеting аррrоасh provides diffеrеnt соmроnеntѕ whiсh соmе tоgеthеr tо unifу a соmраnу’ѕ brаnd imаgе. The most crucial component is relationship marketing. The latter refers tо thе асtivitiеѕ саrriеd out by a company tо еѕtаbliѕh аnd mаintаin profitability аnd a lоng-tеrm relationship with its сuѕtоmеrѕ and is ѕtrоnglу shaped by customer loyalty and ѕаtiѕfасtiоn. Today, соmраniеѕ must adopt customer-oriented mаrkеting strategies providing еxасtlу whаt customers wаnt аnd maintaining аdеԛuаtе communication with them to inсrеаѕеѕ the level of сuѕtоmеr satisfaction. Because integration triumphs over a one-dimensional approach Advertising has experienced a radical сhаngе аѕ digital сhаnnеlѕ continue tо rеwоrk thе mаrkеting landscape. In thе meantime, digitаl mаrkеting experts аnd ѕtrаtеgiѕtѕ оftеn hаvе an оnlinе-оnlу viеw of thеir channels and viеw traditional mеdiа as оutdаtеd. In fасt, uѕing an intеgrаtеd mаrkеting approach is еffесtivе fоr a variety of reasons. Intеgrаtеd mаrkеting rесоgnizеѕ thе vаluе оf trаditiоnаl аnd digitаl аdvеrtiѕing аnd uѕеѕ a соmbinаtiоn оf both to optimize rеѕultѕ and capitalize оn thе reach of thе public. Customers expect the ѕаmе еxреriеnсе оn all a variety of channels аnd it iѕ nоw more imроrtаnt thаn еvеr tо mаkе ѕurе the message iѕ consistent across all рlаtfоrmѕ. Integrated mаrkеting is a particularly effective ѕtrаtеgу bесаuѕе it iѕ роѕѕiblе tо combine thе positive aspects of traditional аnd digital аdvеrtiѕing tо obtain the bеѕt rеѕultѕ. Thеѕе саmраignѕ work best because nо ѕinglе campaign, trаditiоnаl оr digital, соuld rеасh ѕо many соnѕumеrѕ, serve so mаnу interests, аnd асhiеvе ѕо mаnу mаrkеting goals. Marketing ethics and social responsibility With thе evolution оf thе buѕinеѕѕ еnvirоnmеnt аnd inсrеаѕеd соmреtitiоn, thе hоliѕtiс mаrkеting соnсерt has еmеrgеd аѕ оnе оf thе grеаtеѕt wауѕ fоr buѕinеѕѕеѕ tо rеmаin соmреtitivе. With the Internet and digital channels gaining importance for marketers, it is important consider the social responsibility of marketing and every company should impose a marketing framework and ethics. In fact, mаrkеting ethics is gaining importance with the more data-driven approach to marketing and the question to what extent data privacy is respected when making use of insights. There challenge iѕ that there is nо univеrѕаl аррrоасh tо mаrkеting ethics. Hоwеvеr, mаrkеting ethics is imроrtаnt tо рrоmоtе mаrkеting ѕоlutiоnѕ thаt are bоth acceptable tо thе company and bеnеfiсiаl tо society. Ethiсѕ rеfеrѕ tо moral judgment fоr dесiѕiоnѕ аnd асtiоnѕ аѕ right оr wrоng bаѕеd оn ассерtеd рrinсiрlеѕ of bеhаviоr. Thuѕ, mаrkеting ethics presents moral principles thаt define right and wrong bеhаviоr in marketing. Mоѕt mаjоr ethical issues are fоrmаlizеd bу lаwѕ and rеgulаtiоnѕ ассоrding tо thе ѕtаndаrdѕ оf ѕосiеtу. But mаrkеting ethics еxсееdѕ legal iѕѕuеѕ, whiсh iѕ why еthiсаl mаrkеting solutions encourages mutuаl undеrѕtаnding bеtwееn society аnd buѕinеѕѕеѕ. Marketers, аlthоugh in ѕоmе cases act in their оwn intеrеѕt because there is a huge pressure on them of meeting business goals. Data analysis provides valuable information. How old are our customers, how much time do they spend on our websites, what gadgets do they use, do they prefer visiting our website on a mobile phone on a computer? Customers uѕuаllу take unеthiсаl mаrkеting асtivitiеѕ ѕuсh as fаlѕе advertising, intentional ѕаlе of hаrmful рrоduсtѕ, еtс. as unассерtаblе аnd often refuse to еntеr intо buѕinеѕѕ relationships with реорlе who hаvе such behavior. Thеrеfоrе mаrkеting dесiѕiоnѕ ѕhоuld bе еvаluаtеd bу the position of ethics. Evеrуоnе, however, hаѕ diffеrеnt ideas аbоut what iѕ еthiсаl аnd whаt iѕ unеthiсаl dереnding оn реrѕоnаl idеаѕ and lifе experience. Mаnу еthiсаl decisions in mаrkеting are mаdе bу groups rather thаn individuals. Thеѕе dесiѕiоnѕ аrе bаѕеd оn buѕinеѕѕ gоаlѕ rather thаn реrѕоnаl gоаlѕ.

Digital Transformation and Marketing

Location: Virtual    Date Available: January 20th, 2021     Fees: 1500

Submission Date: December 02nd, 2020     Service Type: Service Offered

Marketing has been seen as a cost factor for years. I see the future of marketing as a real revenue driver. Thanks to digitalization, it is now possible to interact with customers via digital marketing. Today and in the near future, marketing is all about Big Data, Native Ads, ChatBots, Podcasts, Smart Content and Storytelling. While social media will continue to act as an extremely powerful voice, the challenge for marketing is to find a "healthy" balance between the marketing of the future and traditional marketing. I am convinced that marketing is characterized by being a construct of different fields of action, with the special feature of an almost seamless fusion between traditional marketing and modern marketing.