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RESEARCH
ANALYSIS
The signs clearly indicate an atmosphere of departure technology and "emotion, is important in the face of a
TRENDS
after a state of shock due to canceled trade fairs and new era.
abrupt standstill from full speed. The restrictions
imposed from outside were a wake-up call for the The three aspects play a central role in marketing as
innovative strength and the inventive spirit of the well, since we will work today and in the future
manufacturing industry and its service providers. Long- increasingly with new technologies and tools that help
held concerns had to give way to beneficial us make data-based decisions to be able to react
pragmatism. Leaving the comfort zone, using the quickly to changing market trends. The current crisis
technical possibilities, and using digital tools for shows this impressively with the multitude of
customer and employee communication, after a short technologies coming into operation. Not to mention that
orientation phase, led to the final departure into the in the midst of the constant flood of data, we must not
digitized age. forget that the customer remains the main drivers of
purchase decisions. Especially in times of crisis,
There will be no way back after the Corona crisis either: marketing must reflect on its confidence-building
virtual and analogue will have to complement each function and counteract the effects of the crunch with
other in the future. Artificial Intelligence (AI), concrete measures.
Augmented and Virtual Reality (AR/VR), and
automation processes are already playing central roles SMEs currently demonstrate a high degree of agility
in various areas. Highly complex tasks would no longer and willingness to innovate and this boost should be
be possible with conventional methods and without the used to keep going across all areas. ◊
use of technology. However, developing a strategic By Daniela La Marca
brand foundation holistically, in harmony with identity,
July 2020: Virtual-, Augmented & Mixed Reality: revolutionizing the customer experience 6