The Corona crisis did not change everything, but it accelerated many trends – also in marketing. Customer behavior and consumer demands have changed. That is why companies have to rethink their approach. This not only affects the digitization of the channels in exchange with target groups, but also the internal processes.
On the one hand, the digital transformation means a break with decades of traditions, a rethink at management level and a challenge for every corporate culture. On the other hand, there is a huge opportunity behind it for all actors who actively shape this process from the beginning instead of passively chasing it. As difficult as digital change may be, it is essential and is fundamentally changing the discipline with a high degree of disruptive power. It is important to filter out the most important strategic trends from the variety of topics and the complexity of the tasks in detail and concentrate on them.
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