Introduction

Challenges of a VUCA World & Definition of

Digital Marketing
 Outline

1 New Paradigms in a VUCA World

Political & Economic Challenges of
2 the VUCA Environment
Social Challenges of the VUCA
3 Environment
Technological Challenges of the
4 VUCA Environment

5 Definition & Differentiation of Digital

Marketing
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New Paradigms in a VUCA World

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The VUCA World
1
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Volatility Uncertainty

Complexity Ambiguity

Bennett, N. & Lemoine, G. J. (2014). What VUCA Really Means for You. Hardvard Business Review. https://hbr.org/2014/01/what-
vuca-really-means-for-you
Platzhalter Kraaijenbrink, J. (2018). What Does VUCA Really Mean? Forbes.
ISM Logo https://www.forbes.com/sites/jeroenkraaijenbrink/2018/12/19/what-does-vuca-really-mean/?sh=763d9da417d6
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Kreutzer, R.T. (2022). The World in Transition. In R. T. Kreutzer (Ed.), Toolbox Digital Business: Management for Professionals (pp.
1–60). Springer.
 Modulcode New Paradigms for the VUCA
1
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World

Paradigms of the Paradigms of the

pre-VUCA World VUCA World

focus on targets focus on purpose

planability flexibility

traditional business disruptive business

models models

(…) (…)

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Kreutzer, R.T. (2022). The World in Transition. In R. T. Kreutzer (Ed.), Toolbox Digital Business: Management for Professionals (pp.
1–60). Springer.
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PEST Analysis of the VUCA World
2
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Political factors:
P e.g., stability of the governmental system, changes in governmental
responsibility, economic policy orientation of leaders, etc.

Economic factors:
E e.g., level of economic growth, internal price stability, external
currency stability, tax burden for companies, interest rate level, etc.

Social factors:
S e.g., level of education, population’s age structure, extent of
employment, cultural diversity, poverty risk, average
family size, etc.

Technological factors:
T e.g., automation, technology infrastructure (e.g., 5G, IoT,
etc.), cyber security, etc.
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Kreutzer, R.T. (2022). The World in Transition. In R. T. Kreutzer (Ed.), Toolbox Digital Business: Management for Professionals (pp.
1–60). Springer.
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Political & Economic Challenges of the

VUCA Environment
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Political Factor: Fake News
2
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• False or misleading content spreads globally fast and

P at no cost via the internet
• Increasing radicalization is consistently promoted by
the use of algorithms in social media
• Algorithms lead users being shown more content
E similar to what they have already clicked on.
→ This creates so-called echo chambers & filter bubbles

S An echo chamber is "an environment in which

somebody encounters only opinions and beliefs
similar to their own, and does not have to consider
T alternatives."

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Cambridge Dictionary (n. D.). Filter Bubble. Cambridge Dictionary. https://dictionary.cambridge.org/dictionary/english/filter-bubble
Oxford Learner‘s Dictionaries (n. D.). Echo Chamber. Oxford Learner‘s Dictionary.
https://www.oxfordlearnersdictionaries.com/us/definition/english/echo-chamber
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Political Factor: Fake News
2
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• False or misleading content spreads globally fast and

P at no cost via the internet
• Increasing radicalization is consistently promoted by
the use of algorithms in social media
• Algorithms lead users being shown more content
E similar to what they have already clicked on.
→ This creates so-called echo chambers & filter bubbles

S Filter bubbles create "a situation in which

someone only hears or sees news and
information that supports what they already believe
T and like, especially a situation created on the
internet as a result of algorithms […] that choose
the results of someone's searches."
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Cambridge Dictionary (n. D.). Filter Bubble. Cambridge Dictionary. https://dictionary.cambridge.org/dictionary/english/filter-bubble
Oxford Learner‘s Dictionaries (n. D.). Echo Chamber. Oxford Learner‘s Dictionary.
https://www.oxfordlearnersdictionaries.com/us/definition/english/echo-chamber
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2
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Market

• The Chinese market strives to strengthen or achieve a

P •
leadership role with its master plan „Made in China 2025“.
The focus of the Chinese master plan is on its own
technological value creation in order to develop China into
a high-tech producer and to replace technology imports
E with its own services.

S
T
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Image source: Made in China 2025 [Online image]. Wikipedia. https://en.wikipedia.org/wiki/Made_in_China_2025
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Economic Factor: Glocalization
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• Corona Pandemic 2020 challenged the existing economic

P •
E •
structures
Revealed that value chains distributed across many
countries & continents are not always able to withstand a
(regional) shutdown
Need for action to ensure a certain degree of self-sufficieny
for individual countries / regions

S The process of Glocalization refers to products

or services that are developed and distributed
globally but are also adjusted to accommodate the
T user or consumer in a local market.

Platzhalter Hayes, A. (2022). Glocalization: What It Means, Advantages, and Examples. Investopiedia.
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Animation https://www.investopedia.com/terms/g/glocalization.asp#:~:text=of%20CMT%20Association.-
,What%20Is%20Glocalization%3F,consumer%20in%20a%20local%20market.
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Social Challenges of the VUCA

Environment
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Digitally Empowered Consumers
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… are using more technology

P How many reviews do consumers typically read reviews
before they make a decision to purchase?
2019 2021
40%

E 35,8% 36,4%
35% 32,3%
31%
30%
Share of respondents

25%

20%
14,6%

S
15% 12,2%
11,6%
10% 7,9% 8,7% 9,1%

5%

0%
Zero Between 1 and 3 Between 4 and 6 Between 7 and 9 More than 10
Number of reviews online shoppers read before making a purchasing decision 2019-2021

T
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ISM Logo Bizrate Insights. (2021). How many reviews do you typically read before you make a decision to purchase? [Graph]. In Statista.
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Retrieved October 26, 2022, from https://www.statista.com/statistics/1020836/share-of-shoppers-reading-reviews-before-
purchase/
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Digitally Empowered Consumers
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… are using more technology

P Effects on:

E • Price transparency
• Relevance of mobile commerce
S • Focus on mobile experience

T
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ISM Logo Image source: E-Commerce Worldwide [column diagram]. Statista. https://www.statista.com/study/10653/e-commerce-
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worldwide-statista-dossier/
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Digitally Empowered Consumers
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… know the value of their data

To what degree do consumers feel comfortable with
P companies having access to your spending and behavioral
data in exchange for personal convenience and safety/well-
being?
E 40% 38%

35%
30%
30%

S
Share of respondents

25%

20%
16%
15%

T
10% 8% 8%

5%

0%
I would always share my data I would be happy to share my I would not be happy to share I want to share less of my I don't know
data if it will improve my more of my data data
experience

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KPMG. (2020). To what degree do you feel comfortable with companies having access to your spending and behavioral data in
exchange for your personal convenience and safety/well-being? [Graph]. In Statista. Retrieved October 26, 2022, from
https://www.statista.com/statistics/1227890/consumer-attitudes-towards-data-sharing/
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Digitally Empowered Consumers
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… are getting older

P Median age of the population in Germany 1950-2050

E 60

50
44,3
45,9 45,7 46,2 47
47,8 48,6 49 49,2
Median age in years

42,1
40,1
40 37,2 37,6 38,4
35,2 34,5 34,7 34,3 34,2 35,4 36,5

S 30

20

10

T 0

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United Nations. (July 18, 2019). Germany: Average age of the population from 1950 to 2050* (median age in years) [Graph].
In Statista. Retrieved October 26, 2022, from https://www.statista.com/statistics/624303/average-age-of-the-population-in-
germany/
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Digitally Empowered Consumers
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… are sharing more and more

P Ride-sharing market size worldwide: outlook 2021-2026

200
185,1

E 180
Market size in billion U.S. dollars

160
140
120

S 100
80
85,8

60
40

T 20
0
2021 2026

MarketsandMarkets. (2021). Ride-sharing market size worldwide in 2020 and 2026 (in billion U.S. dollars) [Graph]. In Statista.
Platzhalter Retrieved October 26, 2022, from https://www.statista.com/statistics/1155981/ride-sharing-market-size-worldwide/
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Animation Lu, E. (2020). The Transformation Of Consumer Behaviors In The Digital. Forbes.
https://www.forbes.com/sites/forbesbusinesscouncil/2020/03/13/the-transformation-of-consumer-behaviors-in-the-digital-
era/?sh=12852ca87887
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Digitally Empowered Consumers
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… naturally hop between online and offline

P in store

E online

S call center

social media

T
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Dragan, M. M. (2021). Using Customer Journey Maps to Improve Customer Experience in 2021. Netonomy.
https://netonomy.net/tag/customer-journey/
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Digitally Empowered Consumers
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… can concentrate less and less.

P
E
S 13
seconds
9
seconds
8
seconds
3-5
seconds
average attention attention average attention attention
span of a human span of a goldfish span of a human span of an internet user

T in 2000 in 2015

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Kreutzer, R.T. (2022). The World in Transition. In R. T. Kreutzer (Ed.), Toolbox Digital Business: Management for Professionals (pp.
1–60). Springer.
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Digitally Empowered Consumers
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… are connected
P How fast do consumers expect companies to respond to
service requests on Instagram?

E 14 %
Within a day or more 22 %
Within 12 hours 30 %
S Within 6 hours 34 %
Within an hour

T
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ISM Logo Amaresan, A. (2021). What Are Your Customers' Expectations for Social Media Response Time? HubSpot.
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https://blog.hubspot.com/service/social-media-response-time
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Digitally Empowered Consumers
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… expect more and more.

P Me •
Everything
Large selecttion
• Appreciation as a must
• High quality
• (Correct) personalization
• Low prices
•

E
Trailor-made offers
• Good service
• Contact only with
• High convenience / intuitive
permission
user guidance

S •
Everywhere
Independence of time &
space
•
Immediatelly
Immediate contact
• Independence of devices /
• Fast transactions
technologies / channels
• Short reaction times

T
("responsive design")
• "Seamless integration"

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Kreutzer, R.T. (2022). The World in Transition. In R. T. Kreutzer (Ed.), Toolbox Digital Business: Management for Professionals (pp.
1–60). Springer.
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Technological Challenges of the VUCA

Environment
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From Industry 1.0 to Industry 4.0
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P
E
S
T
Image source: From Industry 1.0 to Industry 4.0 [Online image, edited]. Forbes.
Platzhalter https://www.forbes.com/sites/bernardmarr/2016/04/05/why-everyone-must-get-ready-for-4th-industrial-
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Animation revolution/?sh=d7d630e3f90b
Kreutzer, R.T. (2022). The World in Transition. In R. T. Kreutzer (Ed.), Toolbox Digital Business: Management for Professionals (pp.
1–60). Springer.
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Drivers of Industry 4.0
4
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Digitization
P affecting more
areas of value
creation

E
S Exponential
development in the
Combinatorics of
objects, processes
technological and living beings
performance through IoT and IoE
T
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Kreutzer, R.T. (2022). The World in Transition. In R. T. Kreutzer (Ed.), Toolbox Digital Business: Management for Professionals (pp.
1–60). Springer.
 Drivers of Industry 4.0
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Digitization
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affecting more areas
of value creation

Exponential Combinatorics of

Exponential development in the development in the

technological
performance
objects, processes
and living beings
through IoT and IoE

P technological performance

E
S
T
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Image source: Moore’s Law [Online image, edited]. Wikipedia. https://de.wikipedia.org/wiki/Mooresches_Gesetz
Kreutzer, R.T. (2022). The World in Transition. In R. T. Kreutzer (Ed.), Toolbox Digital Business: Management for Professionals (pp.
1–60). Springer.
 Drivers of Industry 4.0
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Digitization
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affecting more areas
of value creation

Exponential Combinatorics of

Digitization affecting more areas of development in the

technological
performance
objects, processes
and living beings
through IoT and IoE

P value creation
• Disruptive power of digital technologies leads to savings &
increasing profits for companies that can best leverage
E corresponding potentials

• Particularly large potential savings & profit increases are

S expected in:

• Efficiency of plant utilization

• Staff productivity
T •
•
Supply chain improvements
Optimisation of customer experience
• Increasing innovation
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Kreutzer, R.T. (2022). The World in Transition. In R. T. Kreutzer (Ed.), Toolbox Digital Business: Management for Professionals (pp.
1–60). Springer.
 Drivers of Industry 4.0
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Digitization
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affecting more areas
of value creation

Exponential Combinatorics of

Combinatorics of objects, processes development in the

technological
performance
objects, processes
and living beings
through IoT and IoE

P and living beings through IoE

E People

S Data
Internet of
Everything
Processes

T Things

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Kreutzer, R.T. (2022). The World in Transition. In R. T. Kreutzer (Ed.), Toolbox Digital Business: Management for Professionals (pp.
1–60). Springer.
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"The Essential Eight"
4
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P
Artificial Augmented
intelligence reality Blockchain Drones

E
Internet of
Things Robotics Virtual Reality 3-D printing

S
T
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PWC. (n. D.). The Essential Eight. PWC. https://www.pwc.com/gx/en/issues/technology/essential-eight-technologies.html/
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"The Essential Eight"
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P Artificial intelligence leverages computers &

machines to mimic the problem-solving and
decision-making capabilities of the human mind.

E
S
T
PWC. (n. D.). The Essential Eight. PWC. https://www.pwc.com/gx/en/issues/technology/essential-eight-technologies.html/
IBM Cloud Education. (2020). Artificial Intelligence (AI). IBM. https://www.ibm.com/cloud/learn/what-is-artificial-intelligence
Image source: Cancer Diagnosis through Scanner [Online image]. Spiegel.
https://www.spiegel.de/international/germany/technological-breakthrough-new-scanner-could-revolutionize-cancer-diagnosis-a-
Platzhalter 740427.html
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Animation Image source: Voice Identification [Online image]. Biometrid. https://biometrid.com/voice-identification/
Image source: Car Damage Assessment [Online image]. Altamira. https://www.altamira.ai/blog/ai-powered-car-damage-
assessment/
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"The Essential Eight"
4
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P Augmented reality (AR) is the real-time use of

information in the form of text, graphics, audio
and other virtual enhancements integrated with
real-world objects.
E
S
T
Platzhalter PWC. (n. D.). The Essential Eight. PWC. https://www.pwc.com/gx/en/issues/technology/essential-eight-technologies.html/
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Gartner. (n. D.). Augmented Reality. Gartner. https://www.gartner.com/en/information-technology/glossary/augmented-reality-ar
Image source: Pokemon Go [Online image]. Pexels. https://www.pexels.com/de-de/foto/pokemon-go-anwendung-auf-dem-
smartphone-bildschirm-163042/
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"The Essential Eight"
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P A blockchain is a decentralized ledger of all

transactions across a peer-to-peer network.
Using this technology, participants can confirm trans-

E actions without a need for a central clearing authority.

S Potential applications:

T Automotive Financial Voting Healthcare

services

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PWC. (n. D.). The Essential Eight. PWC. https://www.pwc.com/gx/en/issues/technology/essential-eight-technologies.html/
PWC. (n. D.). Making sense of bitcoin, cryptocurrency and blockchain. PWC. https://www.pwc.com/us/en/industries/financial-
services/fintech/bitcoin-blockchain-cryptocurrency.html
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"The Essential Eight"
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P
E
S
T
PWC. (n. D.). The Essential Eight. PWC. https://www.pwc.com/gx/en/issues/technology/essential-eight-technologies
Amazon. (2022). How Amazon is building its drone delivery system. Amazon.
https://www.aboutamazon.com/news/transportation/how-amazon-is-building-its-drone-delivery-system
Image Source: Drone Example [Online image]. GUIM.
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https://i.guim.co.uk/img/media/920c51fd921f26f95950ede5d3c1b59739ee95bf/0_77_2000_1200/master/2000.jpg?width=120
Animation 0&quality=85&auto=format&fit=max&s=faaffd3443c22285a34a72ff5021235b
Image source: Delivery Drone [Online image]. https://www.digitaljournal.com/pr/drone-delivery-service-market-report-covers-
future-trends-with-research-2022-to-2029-amazon-com-inc-deutsche-post-dhl-group
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"The Essential Eight"
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P The Internet of Things (IoT) is the

network of physical objects that contain embedded
technology to communicate and sense or interact with
E their internal states or the external environment.

S
T
PWC. (n. D.). The Essential Eight. PWC. https://www.pwc.com/gx/en/issues/technology/essential-eight-
technologies.html/
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Gartner. (n. D.). Internet of Things. Gartner. https://www.gartner.com/en/information-technology/glossary
Animation Image source: Door Camera [Online image]. Medisana.
https://www.medisana.de/out/pictures/master/product/1/4015588794926_01.jpg
Image source: Smartwatch [Online image]. ASME. https://www.asme.org
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"The Essential Eight"
4
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P Robotics is a branch of engineering that involves the

conception, design, manufacture and operation of

E robots.

S
T
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PWC. (n. D.). The Essential Eight. PWC. https://www.pwc.com/gx/en/issues/technology/essential-eight-technologies.html/
Animation Hanna, K. T.. (n. D.). Robotics. Tech Target. https://www.techtarget.com/whatis/definition/robotics
Image source: Robot British Parliament [Online image]. Fortune. https://fortune.com/2022/10/12/ai-da-robot-artist-british-
parliament-house-of-lords/
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"The Essential Eight"
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P Virtual reality (VR) provides a

computer-generated 3D environment (including
both computer graphics and 360-degree video)
E that surrounds a user and responds to an
individual’s actions in a natural way, usually
through immersive head-mounted displays.
S
T
PWC. (n. D.). The Essential Eight. PWC. https://www.pwc.com/gx/en/issues/technology/essential-eight-
Platzhalter technologies.html/
ISM Logo
Animation Gartner. (n. D.). Virtual Reality. Gartner. https://www.gartner.com/en/information-technology/glossary/vr-virtual-reality
Image source: Virtal Reality Audi [Online image]. Audi. https://www.audi-mediacenter.com/en/press-releases/audi-
launches-virtual-reality-technology-in-dealerships-9270
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"The Essential Eight"
4
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P
3-D printing creates three-dimensional objects
based on digital models by layering or "printing"
E successive layers of materials.

S
T
PWC. (n. D.). The Essential Eight. PWC. https://www.pwc.com/gx/en/issues/technology/essential-eight-
Platzhalter technologies.html/
ISM Logo 3-D Naives. (2022). Top 5 Videos: Nike Uses 3D Printing to Customize its Sneakers. 3-D Natives.
Animation
https://www.3dnatives.com/en/top-5-videos-nike-uses-3d-printing-to-customize-its-sneakers-270220224/
Image source: Nike Shoe [Online image]. Nike. https://www.nike.com/in/t/acronym-blazer-low-shoes-CgxHLR
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Technology not for its Own Sake
4
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P "Technology can and must be

leveraged for the good of humanity."
E (Philip Kotler on Marketing 5.0)

S
T
Platzhalter Think Beyond (2020). Marketing 5.0 and understanding modern marketing lessons. Think Beyond. https://www.think-
ISM Logo beyond.co.uk/marketing-5-0-and-understanding-modern-marketing-lessons/
Animation
Image source: Philip Kotler [Online image]. CSA Speakers. https://www.csaspeakers.com/ger/unsere-referenten/sprecher-
profil/philip_kotler
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Definition & Differentiation of Digital

Marketing
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Definition of Digital Marketing
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Digital marketing is the use of information

technologies to support marketing activities and the
processes of creating, communicating, delivering, and
sharing offerings that are of value to customers, clients,
partners, and society at large.

More simply defined: the result of information

technology applied to traditional marketing

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Chaffey, D. & Ellis-Chadwick, F. (2016). Digital Marketing. Strategy, Implementation and Practice. Prentice Hall.
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Definition of Digital Marketing
5
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Digital Marketing‘s Influence on

Traditional Marketing Functions

1 2
Increases efficiency and Technology of digital
effectiveness in traditional marketing transforms
marketing functions marketing strategies, also
resulting in new business
models

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Chaffey, D. & Ellis-Chadwick, F. (2016). Digital Marketing. Strategy, Implementation and Practice. Prentice Hall.
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Synonyms for Digital Marketing
5
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• Term "Digital Marketing" has become

dominant
• In practice, term is oftentimes used
synonymously to E-Marketing & Internet
Marketing
100

75

50

25

2004 2009 2015

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Chaffey, D. (2022). What is digital marketing? How to optimize your digital marketing strategy during inflation. Smart Insights.
https://www.smartinsights.com/digital-marketing-strategy/what-is-digital-marketing/
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5Ds of Digital Marketing
5
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Digital Digital
Platform Data

Digital Digital Digital

Devices Media Technology

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Strategic Marketing Opportunities
5
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for Digital Marketing

Market Market
Penetration Development

Product Product
Development Diversification

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Chaffey, D. & Ellis-Chadwick, F. (2016). Digital Marketing. Strategy, Implementation and Practice. Prentice Hall.
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Marketing Mix
Digital marketing affects all aspects of the
traditional and service marketing mix
Product Price Place Promotion

• Quality • Positioning • Trade • Marketing

• Image • List channels communic
• Branding • Discounts • Sales ations
• Features • Credit support • Personal
• Variants • Payment • Channel promotion
• Mix methods number • Sales
• Support • Free or • Segmented promotion
• Customer value- channels • PR
service added • Branding
• Use elements • Direct
occasion marketing
• Availability
• Warranties

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Chaffey, D. & Ellis-Chadwick, F. (2016). Digital Marketing. Strategy, Implementation and Practice. Prentice Hall.
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Marketing Mix: Product

Co-Creation

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Image source: Lego Ideas [Online image]. Lego. https://medium.com/@gloria_worlikar/co-creation-strategy-ideas-lego-com-case-
study-676a61ad54c
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Marketing Mix: Price

Algorithmic pricing

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Image source: Personalized Prices [Online image]. HBR. https://hbr.org/2017/10/how-retailers-use-personalized-prices-to-test-
what-youre-willing-to-pay
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Marketing Mix: Place

E-Commerce

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Image source: E-Commerce [Online image]. Pixabay. https://pixabay.com/de/photos/e-commerce-einkaufen-kreditkarte-2607114/
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Marketing Mix: Promotion

Social Media & Metaverse

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Image source: Metaverse [Online image]. PC Magazin. https://www.pc-magazin.de/ratgeber/was-ist-das-metaverse-definition-
alle-infos-fragen-antworten-beispiele-3203244.html
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5
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Marketing

Stage 1: Startup stage

Stage 2: Customer satisfaction & analysis stage

Stage 3: Social network & review stage

Stage 4: Co-creation & customer engagement stage

Stage 5: Machine intelligence & IoT based on VR stage

2000 2010 2020

Platzhalter
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Krishen, A. S. et al. (2021). A broad overview of interactive digital marketing: A bibliometric network analysis . Journal of Business
Research, 131. 183–195.
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Summary
Platzhalter

✓We live in a VUCA world characterized by

volatility, uncertainty, complexity and ambiguity of
general conditions and situations.
✓A PEST analysis helps to reveal political, economic,
social, and technological developments which
challenge the status quo.
✓Digital marketing is the use of information
technologies to support marketing activities
and the processes of creating, communicating,
delivering, and sharing offerings that are of value
to customers, clients, partners, and society at large.
✓Digital marketing involves managing and
harnessing the socalled 5Ds of Digital Marketing.
✓Research on digital marketing is still on the rise
with major topics being, e.g., AI, IoT or virtual
reality.
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