Page 299 - The Design Thinking Playbook

EXPERT TIP

The Marketing Manager
as digitization champion

The technological transformation confronts the Marketing Manager with a new challenge. He is successful
if he puts the customer at center stage and, at the same time, is able to use appropriate technologies
in the company. Today, the analysis of big data in real time—with the use of AI—is possible, as well
as pattern recognition and prediction. A successful Marketing Manager makes use of this in order to
understand his customers better and anticipate their needs. He performs data-based customer experience
management so he can address his customers better and shape experiences actively. He can offer the
customer a real added value. For example, he uses the movements or periods in life of his customers—so- The new role of the
called moments of truth—to create a perfect shopping experience or make the use of his product more
relevant. In his function as Marketing Manager, he will become an innovator in the company alongside the Marketing Manager
traditional R&D and the Digital Manager. Many companies appoint additional, or evolutionary, Innovation
Managers, who expedite an even closer integration of technologies and platforms. Applies hybrid
A Marketing Manager as innovator will ask himself: models
Bases his
• Where does the customer stand in his period of life or even in his daily routine? Offers digital decisions, among
solutions
• What does the customer do, when does he do it, and where? for customer other things,
• What does the customer need at this moment? loyalty on data
• How can we reach our customers?
• Which data can I access? Knows he will
have more Focuses
These questions are intended to help the Marketing Manager enable a unique experience with the compa- competition from on the customer
ny for the customer. companies outside
his own industry
Collaborates
Stakeholders
with partners
Research & Development, in order to offer
Digital/Innovation Manager, the customer
Marketing Manager, CEO multidimensional
Innovate Plans to hire experiences
Business units, more employees
Supply Chain, with
Process Manager digital skills
Differentiate
IT Manager, Operation Manager,
or Shared Services
Start
298