Strubel’s tasks not only include developing current brand messages and controlling the efficiency of the media strategy; as CMO Henkel Beauty, he also has to keep an eye out for the next big international trends. One of the trends in digital communication that particularly fascinates him are the social selling shows by Chinese influencers. Strubel: “This creates an interesting exchange between the presenters and those who take part in these live chats. This is a clear sales process, but it involves the consumers who take part in it.”
The European market currently has nothing comparable to offer – one should not really have to say yet. The Henkel manager would like to make comparable formats available for his brands outside of China: “These are exciting developments and we want to be at the forefront as much as possible. We learn a lot from the behavior of the various providers in China. And take a look at each other how we can replicate this here. “
There have already been initial tests with the Banana Beauty brand. For Strubel, this is just the beginning: “We will continue to expand this via our mass brands and generate lessons from them.”
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With social selling, however, the line between where marketing ends and classic sales begins is also blurred. Strubel believes that the role of marketers will be more broadly defined in the future: “From the first insight it will not only go to consumer engagement, but actually also to conversion and then to post-sales management. And it is similar for sales, who also has to try a lot more to understand how to sell today, what may have changed. ”
Strubel believes that every company is well advised to prepare for this future as early as possible. His recommendation: “Perhaps do various experiments on a smaller scale and then scale them up relatively quickly. Because the classic division – who does marketing? Who does sales? – will be so much less common in the future.” cam
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