Schneider / Hoika Digital Marketing in the Automotive Electronics Industry

Redefining Customer Experience through Digital Customer Engagement
1. Auflage 2023
ISBN: 978-3-031-30720-1
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 251 Seiten, eBook

Reihe: Management for Professionals

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.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Schneider, Uli

Hoika, Jürgen

Inhaltsverzeichnis

PART 1: Understanding Digital Marketing in the Automotive Semiconductor Industry.- Chapter 1. Opportunities of and Necessities for a Digital Transformation in Sales and Marketing in a Leading Electronics Company.- Chapter 2. Digital Customer Engagement in the Automotive Semiconductor Industry: Leveraging Continuous Disruption.- Chapter 3. The key role of disruptive digital marketing approaches in the automotive electronics market.- Chapter 4. Overcoming Barriers to Digital Marketing in the Automotive Electronics Industry Through Ambidexterity Design Guidelines.- PART 2: Deep Dives into Organizational Design, Strategy and Operation as well as Target Model implementation.- Chapter 5. A practical guide to setting and achieving digital marketing goals following a plan-do-check-act approach.- Chapter 6. The importance of a focused and standardized operating model in managing Digital Customer Engagement.- Chapter 7. A framework for orchestrating higher-level processes for successful digital customer engagement – A plaidoyer for a digital marketing cortex.- PART 3: Configuring Campaigns and Optimizing digital customer engagement as well as and insights from academia and other industries.- Chapter 8. Designing Campaigns and Optimizing Campaign Performance – The ingredients of campaign excellence.- Chapter 9. Meaningful Marketing Content for Automotive Customer: A process guide for modular, buyer persona centric and channel optimized content creation.- Chapter 10. In Pursuit of a Scalable Channel Optimization in B2B.- Chapter 11. Advancing from a scalable marketing approach into a digital self-service sphere.- Chapter 12. Separating the useful from the harmful: How the core competence of filtration drives digital marketing transformation.- Chapter 13. Enhancing the Customer Journey with Digital Self-services.

Über Autor(innen)

Dr. Uli Schneider is a Senior Director and leads the digital marketing team for Infineon Automotive. He began his career in consulting, working on restructuring and valuation projects for automotive customers. Uli joined Infineon in 2016 as an Assistant to the Automotive Board, where he spearheaded various digitalization and distribution projects. He later assumed responsibility for Infineon's digital pricing efforts. Uli holds a Bachelor's degree in Mechanical Engineering, a Diploma in Industrial Engineering, and a PhD in Business Innovation. He attended several universities, including TU Darmstadt, Ecole Polytechnique, and the University of St.Gallen.  Jürgen Hoika is the Vice President of distribution and digital marketing for Infineon’s Automotive division. Juergen has started at Siemens Semiconductors as a quality manager for memory products in 1997 moving to several positions in system marketing, product marketing, program management, system engineering and sales for semiconductor products like microcontrollers, memory products and power semiconductors for the automotive and industrial markets. He is holding a diploma in electrical engineering of the university of Aachen (RWTH Aachen). He is currently shaping and driving the digital transformation of sales and marketing within the Automotive division.