This recently established cluster presents solutions for customer and experience-oriented digital marketing. At the center is the CeBIT Digital Marketing & Experience Arena.
Cultivating contacts and generating new business are no longer the only tasks of the marketing department. Changing customer needs and media use along with the digital transformation has left marketing, sales, and service teams faced with new challenges. They must discover specific customer interests and enter into a more in-depth dialog with them on all digital channels. At the same time, big data and the resulting data analytics in marketing, sales, and advertising is presenting brand new opportunities.
Intelligent, compatible software is needed in order to manage all these tasks efficiently. Media skills are also necessary. "The professional use of media and communication – especially in this digital age – has become one of the most important success factors to gain market share and an edge on the competition," says Jesko Perrey, Head of Marketing & Sales at McKinsey. At the same time surveys show that 77 percent of media and communication managers believe that digitalization has increased the complexity of their field in the past five years. According to Perrey, a "huge knowledge deficit" exists especially in those channels that, in the view of advertisers, are growing in importance – such as mobile marketing and social media.
Which channels and which cloud solutions do I need to personalize customer interaction, meet customers and distribute information? What software do I need? Answers to these questions will be provided by decision-makers from marketing, sales, service, communications and IT at the new Marketing & Sales Solutions cluster .
Partner of this emerging CeBIT area in Hall 4 is Kongress Media GmbH from Munich. The central area consists of the well-established Digital Marketing & Experience Arena, the topic platform for digital transformation in marketing, sales and customer service. Combining conference and exhibition over several days, the arena forms a comprehensive overview of such topics as customer engagement & experience, data-driven marketing & marketing automation along with customer-oriented processes and campaign management. Keywords at the arena are data-driven marketing, customer centricity, content management systems and videos in content marketing.