All articles at a glance

To celebrate the digital marketing exposition & conference, or dmexco for short, Europe’s largest trade fair for digital businesses, we are publishing a free UPLOAD special. In cooperation with Adobe, a leader in digital marketing and one of the main sponsors of dmexco 2015, we have put together nine articles that deal with the topic of customer experience from different perspectives.

You can also read this special issue comfortably and for free in our apps for Android or iOS!

“Marketing has changed more in the last 2 years than in the 50 years before that”

Customers and their needs have changed; and marketing must now follow suit. We talked to John Travis, Vice President of Marketing for Europe, the Middle East and Africa at Adobe, about the impact of digital technology on customer experience. Among other things, we wanted to know where the customer journey is heading, how companies can best equip themselves, and what changes the industry will have to be prepared for. Read more…

“Most companies have recognised the situation, but are still hesitant”

In accordance with the theme, my own article looks at the study entitled Customer Experience in the digital age, which Adobe conducted together with analysts from PAC. A key finding from the study: while most companies have already established a central department or party responsible for initiating the digital transformation, only a quarter are actually putting their digital strategy into practice. The article examines why this is so, what influence IT departments have on the customer experience, and what internal structures are needed to pave the way for a holistic customer experience. Read more…

“Until conversion, SEO traffic is useless”

Online marketing expert Karl Kratz explains in his article why SEO traffic is worthless until conversion. He advocates optimisation of system-wide findability as a substitute for SEO which is tailored solely for Google. Why? Mobile relies on other search engines. True responsiveness is therefore critical if conversions are to be achieved. Read more…

“Convenience is the biggest challenge for retailers”

Olaf Kolbrück, editorial director of the online trade magazine etailment, shows how the offline world needs to connect to the online world if the brand experience and customer experience in retail stores are not to lag behind the digital shopping world. He gives concrete examples of the use of modern technologies to show retailers how they can also create an expectation-compliant customer experience with their analogue sales in the future. This depends to a large extent on the successful networking of employees. Read more…

“The Razorshop is digital transformation you can touch”

Sascha Martini, CEO of the digital agency Razorfish, shows how static retailers can now already use digital technologies to create a unique shopping experience. This primarily involves the systematic digitisation of the point of sale to offer customers and shopkeepers real added value from beacons and BLE (Bluetooth Low Energy), modern display technologies, sensors, and a visual search option. Read more…

“The customer is fighting back: data can only be had in return for a wow experience”

The trend forecasts in the next article from Jerry Silfwer, CEO of Spin Factory and Digital PR expert, reach even further into the future. Which trends will interest digital marketers over the next 10 years? What must marketers adapt to if they are to survive until 2025? With three key predictions, the author delivers an inspiring “Survival guide for successful marketing in 2025”, which closely examines the central role of artificial intelligence in the data-optimised customer approach, the inevitable focus on the individual user in the “Internet of One”, and the future challenges of data acquisition. Read more…

“Customer experience no longer works without content”

Back to the present: Doug Kessler bridges the gap between content marketing and customer experience. In his contribution, the co-founder and creative director of the content marketing agency Velocity Partners explains the main principles that form a common foundation for both areas. The important thing is always the customer. This is nothing new — nevertheless, a look at the customer experience with several brands still shows a striking discrepancy between theory and actual practice. Read more…

“Customer Experience is the new Holy Grail” 

The SoLoMo revolution is over: according to the French author Fred Cavazza, social media and mobile have long since arrived in company marketing. After all, both have already been in focus for almost ten years. The advertising technologies in programmatic buying, behavioural targeting and dynamic creative optimisation have also long been established. Now, the time has come to focus on the customer. The latest innovation is customer experience, and it is the key to maximising marketing successes in the future. Read more…

“Business models urgently need to be digitised” 

In order for customer experience not to get stuck at the phrase “The customer is king!”, companies must be ready to question their business models critically, explains Martin Meyer-Gossner, founder of the web strategy consultancy The Strategy Web. And this cannot stop at simply revising the marketing plan: during the course of digitalisation, entire business models frequently need to be turned inside out. Meyer-Gossner explains what exactly this means in his contribution to this UPLOAD dmexco special. Read more…

Published by

Falk Hedemann

Falk Hedemann

Falk Hedemann is a freelance journalist and blogger and is also a consultant for companies in regards to their digital communication, content strategy and distribution of content in the social web. You can find him (in German) on his private blog and on Twitter.