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2023 | Buch

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Digital Marketing in the Automotive Electronics Industry

Redefining Customer Experience through Digital Customer Engagement

herausgegeben von: Uli Schneider, Jürgen Hoika

Verlag: Springer International Publishing

Buchreihe : Management for Professionals

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

The book complements the current body of knowledge in business-to-business marketing with the experience of many professionals ranging from marketers to top management of a leading automotive semiconductor supplier worldwide. It presents unique and adaptable practical concepts, case studies, and tested models from practice. The book operationalizes the theory of approaches such as omni-channel marketing, and target driven performance marketing into practical and actionable approaches in large B2B companies in automotive sectors. The change management nature of the digital transformation of marketing is a common thread throughout the book and the experience of more than 10 practitioners, allowing readers to relate the content directly to their own business reality.

Inhaltsverzeichnis

Frontmatter

Understanding Digital Marketing in the Automotive Semiconductor Industry

Frontmatter

Opportunities of and Necessities for a Digital Transformation in Sales and Marketing in a Leading Electronics Company

Abstract

The chapter outlines the societal challenges that require a digital transformation in sales and marketing of a leading semiconductor company and outlines the associated opportunities in this area. In the context of decarbonization and digitalization, the two defining challenges of our time, the authors describe the corporate environment, values, and contributions of Infineon Technologies to solve these challenges and discuss the resulting necessity to redefine customer engagement and enhance digitally from their perspective in order to create better and higher customer value while at the same time establishing themselves as a sustainable market leader. Finally, the authors conclude the chapter with the structure of the book.

Uli Schneider, Jürgen Hoika

Digital Customer Engagement in the Automotive Semiconductor Industry: Leveraging Continuous Disruption

Abstract

The chapter describes the need for digital transformation in the automotive industry and derives requirements for a future path of digital customer engagement in the automotive semiconductor industry. The authors describe the current dynamics and the challenges triggered by disruptions in the automotive industry and derive implications for a fundamental redefinition from the traditional to the digital marketing approach that is rewarded by customer loyalty. To this end, they describe the authors’ corporate context and the internal corporate environment in the first part. This is followed by explanations of the various trends and disruptions relevant to customer loyalty in the automotive electronics market, and finally the resulting implications and challenges that are key for digital customer engagement in the automotive semiconductor industry.

Uli Schneider, Jürgen Hoika

The Key Role of Disruptive Digital Marketing Approaches in the Automotive Electronics Market

Abstract

The key roles supporting the decision-making process of customers in B2B markets like automotive electronics are sales and marketing. Customer facing and support are one of the most relevant tasks to gain expertise about the market, applications, and hence positioning of the products like semiconductors. The B2B industry followed only slowly the digital transformation trends to adapt and take advantage of the new user behavior. However, the decision-makers within the automotive industry who make electronics purchase decision like to gain the same experience in their professional lives like they do in their private ones. New generations of decision-makers see company web pages and social media as a normal way of dealing with suppliers in contrary to the old times when arranging a meeting with the suppliers was the preferred way to become aware of new products or solution during their R&D phase. The pandemic has accelerated the change from what we can call analog to digital customer engagement. In this chapter the authors outline the crucial elements of the analog to digital customer engagement transformation and translate them in the context of the automotive electronics industry.

Jürgen Hoika, Uli Schneider

Overcoming Barriers to Digital Marketing in the Automotive Electronics Industry Through Ambidexterity Design Guidelines

Abstract

The success of digital marketing among business-to-customer companies is undisputed, and many of the leading companies in many industries such as fashion and retail have not only embraced digital marketing, but are using it as a competitive advantage. In contrast, digital marketing in the business-to-business sector seems to still be in its infancy, even after several years. The characteristics of digital marketing in B2B industries have been researched for several years but still lack comprehensive guidelines for a successful implementation. Therefore, in this chapter, the authors present design guidelines for the successful implementation of digital marketing in the semiconductor industry. To this end, they describe a framework in the context of the B2B industry in terms of nine internal and external factors. Based on these nine factors which are translated to the automotive semiconductor industry, the authors derive digital marketing implementation barriers and a set of insights from which they formulate the six design guidelines based on exploration and exploitation capabilities.

Uli Schneider

Deep Dives into Organizational Design, Strategy and Operations as Well as Target Model Implementation

Frontmatter

A Practical Guide to Setting and Achieving Digital Marketing Goals Following a Plan-Do-Check-Act Approach

Abstract

Deep Dive 1 (Targets): Similar to how they are valuable in many other fields, the notion of “you can’t manage, what you can’t measure” also serves as a guiding beacon in the field of digital marketing. In this chapter the authors explain why they believe this mindset is essential for building and implementing a marketing performance management system in the context of their experience at Infineon Automotive for tracking the success of their activities along the customer journey. They describe in a detailed case study how they used a basic and simplified version of a performance measurement construct and the Plan-Do-Check-Act approach to quantify improvements and monitor progress within their transformation.

Theo Göpfert, Kati Zieger, Uli Schneider

The Importance of a Focused and Standardized Operating Model in Managing Digital Customer Engagement

Abstract

Deep Dive 2 (Organization): When analyzing reasons that digital transformations fail, it becomes very clear that the focus is not just on defining the right strategy but also significant effort needs to be placed on the implementation of the strategy via a sound operating model. With that companies can increase the likelihood for success of their digital transformation up to a factor of three, while ensuring their teams run at high productivity. Throughout this chapter the author will provide an overview over various definitions and elements of operating models in the existing literature, while providing, at the same time, an explanation of key steps in developing an operating model in the context of digital customer engagement. Closing the gap between theory and practice, two specific case studies on operating models in the B2B electronics industry for campaign management and content production are presented, while the chapter will close with an outlook on future elements and focus areas in an operating model.

Lukas Trautner

A Framework for Orchestrating Higher-Level Processes for Successful Digital Customer Engagement: A Plaidoyer for a Digital Marketing Cortex

Abstract

Deep Dive 3 (Strategy and Operations): Digital marketing is not less system oriented, and thus complex, compared to other corporate disciplines in everyday business: It requires the definition of goals, strives for real-time monitoring, carries out simulations, and identifies correlations and causalities and therefore needs to be embedded in the overall business context of a company so as to provide a competitive contribution. For that reason, the digital marketing discipline is better thought as an area which requires a cerebral cortex, where higher processes are defined and orchestrated through the interlinkage of areas such as strategy, content marketing, sales, and many others. The chapter presents the reader with an integrated framework in which all relevant elements and interactions at interfaces of our successful digital customer engagement approach in the automotive electronics industry are mapped. Accordingly, the framework serves the reader as a practical blueprint of a cortex, an overarching control system for the digital marketing practice in the automotive electronics supplier industry.

Uli Schneider, Lore Darcos, Robin Schneider

Configuring Campaigns and Optimizing Digital Customer Engagement as Well as Insights from Academia and Other Industries

Frontmatter

Designing Campaigns and Optimizing Campaign Performance: The Ingredients of Campaign Excellence

Abstract

This chapter describes how to link the strategic sphere of business and campaign strategy to the operational sphere of specific marketing campaigns through an annual cycle. It highlights the key elements of a customer-centric campaign strategy and outlines how to translate an annual marketing plan, aligned with multiple marketing stakeholders, into individual marketing activities. The authors explain then how to navigate with these marketing activities effectively and efficiently customers within this framework through one of many predefined customer journeys by creating personalized content, focusing on a specific customer segment and buyer personas, and achieving predetermined goals. Other cornerstones of strategic campaign planning covered by the authors involve a solid marketing plan that orchestrates all marketing activities throughout the year and includes high-level objectives, as well as the mechanisms of allocating budgets and priorities for all stakeholders included.

Kati Zieger, Uli Schneider, Lore Darcos

Meaningful Marketing Content for Automotive Customer: A Process Guide for Modular, Buyer Persona Centric, and Channel Optimized Content Creation

Abstract

As the behavior and preferences of the customer of today is evolving, this chapter takes a closer look at the relevant content formats used in the automotive customer journey. New content formats which were not commonly utilized a decade back are now influencing the purchasing decision of the customer and buying behavior of engineers in the automotive industry. With the change in the marketing mechanisms, new dimensions and opportunities are introduced in the market. Hence, there is a need to learn, adapt, apply, and follow the cycle of changing content in the digital marketing era. In this chapter, we will outline how to develop a digital marketing content strategy for the automotive semiconductor industry.

Anup Shukla, Alexander Schwertlein, Uli Schneider

In Pursuit of a Scalable Channel Optimization in B2B

Abstract

Many companies have a high desire to remain competitive and jumped on the bandwagon of “digital marketing” in hopes of capitalizing on the ever-present cyber gold rush of the modern era. However, they often fail to take the time to truly reflect on whether they are ready or fully understand what it means to make a successful digital transformation in sales and marketing. Commonly, these transformations require significant effort and are not as simple as just using social media channels, as many people may think based on their personal experiences. To effectively succeed in a digital transformation for sales and marketing, a thorough end-to-end planning of the customer journey as well as the planning and coordination of all marketing activities that can be used to promote and sell your products and services across all available channels is necessary. This chapter will guide the reader through the necessary steps of the customer journey, segmentation, and campaign flow designs, while also addressing the relevant change management aspects that are required to configure marketing activities in the channels within a digital customer engagement campaign.

Eric Siegel, Uli Schneider

Advancing from a Scalable Marketing Approach into a Digital Self-Service Sphere

Abstract

The chapter aims to show how ongoing changes in the B2B sector make digital self-services essential for achieving sustainable growth and customer satisfaction. To help managers and practitioners to understand how to apply this to their own businesses, the chapter covers changes that are driving the need to implement digital self-services. The authors provide a summary from a management perspective on how to set up a project to identify digital self-services that are relevant to a company’s needs and how to capture the necessary requirements for a successful implementation. This approach is described in the context of a high-tech, multinational company, providing insights into organizational and project structures as well as stakeholder management, which are deemed critical success factors for successful implementation.

Alexander Schwertlein, Uli Schneider, Jürgen Hoika

Separating the Useful from the Harmful: How the Core Competence of Filtration Drives Digital Marketing Transformation

Abstract

This chapter describes how the MANN+HUMMEL Group, a leading global filtration company, separates the useful from the harmful in its digital marketing transformation and provides insights into what is associated with which category. The authors consider this separation to be a key success factor for transformation particularly in marketing, as the seemingly endless possibilities of digitization do not only have positive effects: Making the right decisions in this regard became important for MANN+HUMMEL in the context of certain developments, such as evolving customer needs, expansion through acquisitions, business potentials, limited resources, ever-increasing complexity, and IT security requirements. Therefore, it was necessary to fundamentally change the approach to digital marketing. The chapter also discusses the focus topics addressed during this transformation: collaboration of business and IT, standardization to decrease efforts and time-to-market, translators between standards and local needs, shift toward proactivity through analytics, and a target operating model. Additionally, the authors specify what proved useful in achieving the goals during the transformation and what was harmful to its success. The chapter represents an internal perspective outlining the authors’ practical and professional experiences.

Julia Remmele, Gudmund Semb, Marian Wenking

Enhancing the Customer Journey with Digital Self-Services

Abstract

The digital transformation is increasingly gaining momentum in the B2B industry and thereby governs important agenda items of several board members. In this regard, marketing and sales organizations are one of the business areas that seek to seize the different opportunities from using digital technologies. The advancements in digital technologies will increasingly drive the digital transformation in marketing and sales. In search of future growth, differentiation, and enhanced customer experience, many companies look for new ways to exploit the different digital technologies available. One emerging avenue in this domain is the use of digital-self services that allow customers to find answers to their specific problems or questions on their own. The authors present six different case studies that outline how leading companies implemented digital self-services to cope with identified customer problems at a certain stage of their customer journey.

Christoph Tienken, Jonathan Rösler, Thomas Friedli

Titel: Digital Marketing in the Automotive Electronics Industry
herausgegeben von: Uli Schneider
Jürgen Hoika
Verlag: Springer International Publishing
Electronic ISBN: 978-3-031-30720-1
Print ISBN: 978-3-031-30719-5
DOI: https://doi.org/10.1007/978-3-031-30720-1