Trends from the wish list

More Data? Yes, where practical and affordable. More brand and values? Yes, because it is increasingly demanded by people. More balance and customer centricity? Yes, because this is the only way to guarantee success.

You propably know the German saying about statistics which is transformed here; "Never trust any trend statement that you have not forged according to your own wishes". Digital gurus have been cheering big data, AI, targeting, marketing automation and performance marketing for years. Agencies and providers repeat thisover and over again in the hope of a self-fulfilling prophecy.

Of course, digital channels are omnipresent: better targeting by AI makes sense for large target groups and will become widely accepted, also for e-commerce and the growing number of marketplaces in the B2B sector.

This has long been proven in B2C markets, but the first doubts about the promises of digital trend gurus are beginning to emerge, at least as far as business success guarantees and the favourable ROI of such measures are concerned. In B2C, the pendulum is swinging from a purely tech orientation to a return to other success-determining topics such as brand, values, emotionality and creativity. We hope that this insight will also prevail in B2B!

Value orientation helps the value creation

Good brand work brings success, even if it sometimes takes longer. This desire can certainly become reality because it picks up on social trends: Even younger generations are looking for security and stability in a world in which many certainties and trust in politics and institutions have been lost.

If a brand focuses on honesty, integrity, utility, meaning, sustainability and stability and conveys this in an emotional and unusual way, it can win the trust and loyalty of decision-makers. The value orientation helps the value creation.

If the brand fulfils the expectations of the decision-maker fregarding fast business processes and relevant information and anchors customer centricity as a fundamental attitude in the company as a whole, nothing stands in the way of success. In hard times, business success is the core objective for marketing, which is why this trend will also prevail in B2B in 2020.

Ingrid Wächter-Lauppe's picture

Ingrid Wächter-Lauppe

Geschäftsführende Gesellschafterin der Wächter & Wächter Worldwide Partners