Christoph talks me through Marketing 4.0 and the Future of Mobility from Vilnius to China, and Berlin to Japan.
UX + PR + Brand + Design + Communication + Strategies + Society
TRANSIT LOUNGE RADIO @ LOGIN 2018
Investor and Advisor at Erbenich Enterprises
Christoph is a creative brand leader who served as the global CMO of HERE Technologies and GfK Market Research. As a longstanding partner in the Marketing & Sales Practice of McKinsey & Company, he focused on digital and digitising businesses. Earlier in his career, Christoph was a Marketing Director at L’Oréal and a Brand Manager at Procter & Gamble. His favourite industries to work in today are Mobility & Automotive, Beauty & Lifestyle, Food & Wine.
Future of Mobility
Mobility will not depend only on what we call today mobility. It goes much broader, it will be interconnected with other systems, digitisation, energy, electric cars & buses and so on. I believe there will be a fundamental change in consumer behaviour long-term, which is triggered by technology and regulation obviously but also by the conscience that it's sometimes pretty cool to walk. All of us, we have different mobility occasions – there's the every morning A to B thing. Which you want to happen quickly, dry, efficiently, don't talk to me. And then there's completely different mobility which maybe a bicycle ride on the weekends, with your friends maybe you want to go to the Baltic Sea and have an efficient train ride. There's different personal needs, you have different types of people, you have different occasions and you have different distances that you need to broach.
"You can be really good at technology, at putting things out on social, media, have all the cool bloggers, but if you don't have intuition, if you don't think outside the box – it pays out. People will appreciate creativity going forward.
You need to stay authentic, you need to be true with your messaging, you need to not deceive people. And I think, talking to you as a journalist, it's obvious, there's a reason people come back, that's because you're you and I think the same is true for every brand 4.0."
Where is the future of marketing going? New marketing is going to be much more technical, data driven, AI driven, there will be new operating models, how agencies work in the future, how content is being created how social media is going to be integrated. The one thing that won't be missing is creativity, that's the other side. I firmly believe in that good old Spice Girls sentence 'What you really really want.' So you need to know what you really want and you need to know what your users or consumers really want. There's one thing that won't change in that, even in Marketing 4.0 that any product, any service you produce needs to be relevant, distinctive and credible.
He even gave me great tips on how to take this podcast to the next level - thank you, Christoph!
TRANSIT LOUNGE RADIO @ LOGIN 2018
We are LOGIN 2018 – the first, largest, most uncompromising innovation bash in the Baltics. At LOGIN, the roadmap for INNOVATION is TECHNOLOGY x CREATIVITY x BUSINESS. Whether you’re a blockchain geek, a currencies philosopher or a sophisticated designer, if you believe your desk isn’t the only place where innovation happens – you must LOGIN!
Content isn’t everything. Context is everything.
Transit Lounge Radio brings you conversations from LOGIN 2018!
Thank you for tuning in, we hope you've had as much fun listening as we did making the program. Transit Lounge Radio is independently produced, your support keeps the conversation flowing!
Relax in the VIP Lounge
Hang out in the Transit Lounge on facebook
Reviews and stars on iTunes make us happy
Listen on the TLR YouTube Channel
Subscribe to TLR RSS feed
Kudzai M Mubaiwa talks about why there is a clear need for women to have resources for them to attain real freedom, with a leaning towards strong networks they can activate for tangible …
Friedrich Lindenberg talks me through the investigative journalism data tools developed by the Organized Crime and Corruption Reporting Project …
Simon Shuster talks in the Transit Lounge at Dark Havens about the importance of the work journalists do as the immune system of a society.
"Investigative journalists expose things most …
Economic Space Agency (ECSA) is building the next generation network infrastructure for programmable economies. Most blockchain …
Frederik Obermaier on global crime & collaborative reporting, the demise of the 'lone wolf' investigative journalist, Panama Papers cocktails, …
RYBN walk us through the Offshore Tour Operator to explore local traces of the transnational and liquid financial industry, and introduce classic tax avoidance schemes the Double …