The entrepreneur in focus of digital target group communication

Friday, 01.09.2017 According to a study by the University of Oxford, in the USA by 2030, in a first wave, 47% of all jobs will fall victim to digitization. In a second wave, another 33%. When transferred to the European context, forecasts predict a total of over 50% in the next 15 years. This particularly affects professional groups whose work consists of predictable routines. And upon closer examination, these are most jobs, as people go to work to do the same things over and over again. The fact that such tasks can be performed by learning machines, and algorithms will convert activities into data, is no longer a vision, according to a study by Karl-Heinz Land: - Because everything that can be digitized and converted into data sets will be digitized and converted into data sets! - And everything that can be interconnected will be interconnected! - As well as everything that can be automated will be automated! Personality in the course of digitization Body language, customer interaction in the digital environment: Why you should give your brand a face - your face. Especially in times of digitization, systematization, and global virality, the human being plays a crucial role as a competence carrier, as an expert and a proof of trust behind the product or service. Today's marketing has changed, consumers have learned after over 60 years of TV and headline advertising. We can no longer take the Palmolive advertisement with its advertising figure "Tilly" from 1981 seriously, just as much as the Diebels advertisement from 1993: A beautiful day, the world stands still, a beautiful day. And even celebrities like George Clooney, still used today for Nespresso advertising, may not always represent the product credibly to the consumer in the future. However, in the future, it will be up to the entrepreneur themselves, as the targeted body language in terms of digital customer interaction will decide whether the consumer perceives the producer, supplier, service provider, or consultant as competent, trustworthy, and authentic. It will be about your competitive advantage - it will be about your expert status, just as lawyer Christian Solmecke has already implemented. What does he do differently now: Christian Solmecke regularly publishes YouTube videos and provides legal advice tips there. And while his colleagues are still debating whether YouTube is also serious enough, Christian Solmecke is already advising his target group online. Digital body language - digital target group addressing is coming! It is unstoppable! Because for digitization, the saying also applies: The eye buys, as people mostly buy based on emotional decisions. Especially on the web, both the graphic representation and person-dependent communication, in conjunction with video or webinar presentations, are of particular importance. Design affinity as well as knowledge about the effects of non-verbal communication and an understanding that not all design and programming agencies have the required comprehensive know-how, form the basis of successful target group addressing. This was a brief insight into a major topic. Dare to approach it, better today than tomorrow! Perhaps we will see each other at one of my lectures, workshops, or seminars - then I look forward to accompanying you further on this diverse and exciting topic of Digital Transformation, where the human still plays the crucial role.