Alexander Pinker’s Expert Küb: The Future of Marketing

The “How question” of the Kubernetik (short Kub) is: “What does the future of marketing look like?

Response Phrase 1: Tell the Story

The most important thing is to concentrate on the Silver-Ager and to offer a simple application, e.g. chatbots.

Response phrase 2: Best to Start

I should start by introducing the silver surfers at the point of sale (POS) to the chatbots using smart voice applications.

Derive Top3 ToDos: Come into action

  1. Select optimum POS
  2. develop voice chatbot
  3. interview silver agers

More info

Canvas Screenshot

All of Alexander Pinker’s Kubernetik on the Kubernetiks canvas see screenshot:

Alex Pinker's filled expert kit on the future of marketing
Alex Pinker’s filled expert kit on the future of marketing

Background

Challenges for the marketingof the future

The business world is changing. Increasingly, companies are adapting to the current possibilities of digital transformation and looking for their place in the changing world. However, innovation in the well-known business processes does not stop at the individual areas of a company. Marketing, i.e. the company’s internal and external voice, must also reinvent itself in order to survive in the long term.

Millions of pieces of information pelt in on us every day. Whether through posters, videos, ads, websites or conversations. All these influences we must first process. Marketing in the digital age is not a pure promotion of products and services more, it’s a struggle. A fight for the customer’s attention. Whether by emotional address with tricks from media psychology or through eye-catching and unique campaigns, normal and simple are also a thing of the past in marketing.

Unbelievable Bus Shelter | Pepsi Max. Unbelievable (Source: Pepsi Max)

As the example of Pepsi in the video shows, the marketing experts in the companies and agencies also have to go new ways to attract the attention of their customers. Innovation technologies and trends play a central role. Augmented reality, virtual reality, artificial intelligence, data analytics and the like are just a few examples of how future technologies are currently redefining marketing. In the next five to ten years, many more aspects will come up to us.

One view into the future of marketing

The Gartner Inc. research and consulting institute publishes its Hype Cycle every year. In compact form these give an insight into the emerging trends of tomorrow. Also in marketing the companies expect thereby some new things. Voice assistants and holograms will coin our shopping streets and households in the future and are therefore more interesting than ever for the advertising.

Gartner Hypecycle zur Entwicklung des Marketing
Gartner Hypecycle zur Entwicklung des Marketing

But megatrends are also shaping the future. Megatrends, according to the general definition, describe current trends and developments that have a significance for society of more than 50 years. The following are particularly interesting for marketing:

  • >Silver Aging Society: The people are getting older and older, companies and markets therefore have to adapt to active seniors who are willing to buy
  • Algorithmization: Digitization and networking are shaping our millennium, everything is linked, digitized and automated.
  • >Security: With all the data, a sensitivity for the security of the user’s information is slowly awakening in the user.
  • New Health: Fitness, healthy nutrition and a new body awareness are making their way into society. We pay more attention to what we do to ourselves and what effects this can have on us.
  • Convenience: Simple is smart, one says so nicely, even with technologies, applications and processes it should be as intuitive and simple as possible.

With all this information, it quickly becomes clear it needs a solution that links all the trends, technologies, and processes. This is where Kubernetik comes into play.

A Kubernetik on the future of marketing

The use of the Kubernetik is intended to provide clarity in the context of the individual instruments and help to derive recommendations for action with which companies should start implementing and what they should keep in mind in the next few years.

For the start, I have therefore selected what I believe to be the most promising technological trends and combined them with the megatrends.

Kubernetik clearly shows that the strongest trend is probably in silver agers. They have to be collected and convinced by a simple use of new technologies. This becomes possible over chatbots. Especially voice-based chatbots have here a large chance the active seniors early to reach, since one can set them up at the Point-of-Sales, with which they are already present, and so there is the possibility to test them intensively. In this way, no further technology or end device is necessary.

My conclusion

In sum, it can be deduced from my created Kubernetik that more concentration has to be put on the target group of Silver Agers. From the point of view of the trade, for example, they are the optimal target group, with experience, money and time to devote to new offers and products. At the same time they are at times overtaxed with new technology, which can quickly lead to problems, especially when it comes to new digital applications.

To overcome this hurdle, chatbots and voice control are a suitable method to enable Silver Agers to apply the technologies in a simple and targeted way.


About Alexander Pinker

Alexander Pinker is an innovation profiler, future strategist and start-up expert. He advises companies on innovations, technologies and emerging trends and founded Medialist Innovation in 2011, which specialises in trend scouting, futurology and digital mindsetting. As a board member of the startup network SUN with thousands of entrepreneurs and founders, he has gained deep insights into organizations of various sizes and industries. The combination of the creative with the analytical view is his profession. As a consultant, Pinker works with companies in search of traces of change and their individual innovation profiles. The goal is to pave their way into the future and enable them to collaborate with startups, spin-offs or the competition. Pinker is a founding member and Foresight Expert at Futures Space, lecturer at the University of Applied Sciences Würzburg-Schweinfurt and author of the book “Innovations in Retailing – Innovation Technologies and Digital Strategies for Retailers”.

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