By Andreas Weber, co-moderator #WhatsNext

INKISH CEO Morten B. Reitoft's topics and selection of the guests at the #WhatsNext sessions hit the bull's eye. Based on the experience gained from the pandemic in comparison with the trends of recent years, specific recommendations for action are made. The interdisciplinary team of experts was well selected, with international participation and a wide variety of perspectives. 

The focus was on the crucial question: How do we do business in the future? 

The most important aspects at a glance 

• Bye bye push marketing: needs are the measure of all things. Only conversations geared towards interaction lead to the goal Conversations need new "marketplaces", ideally based on innovative platform concepts 

• The principle of “One Message for All” no longer works. Instead, new, dynamic, empathic forms of dialog-oriented storytelling are developing 

• It is important to offer as many touch points of contact as possible – both analog and digital – and to connect them 

•  The direct customer communication is mature and enormously strengthened by digital possibilities. The focus must now be on gaining new customers and identifying relevant prospects 

• Classic specialist communication (print / websites) only works if the focus is 100% on reader interests and not those of advertisers 

• The "What's new?" will be replaced by the "What's relevant?" 

• Trade fairs are changing dramatically. Mega shows are out. Hybrid shows are in demand. 

• From the exhibitor's point of view, it is no longer the sheer mass of visitors that counts, but the quality of the conversations with the right decision-makers in a pleasant atmosphere (and enough space if powerful hardware end-to-end solutions are to be shown!) 

• The first virtual trade fairs show success right from the start. You create access to exclusive communities, sustainable contact with interested parties; and they lead to real sales transactions even without customers having seen (or touched) the original products / solutions 

•  Last but not the least: Innovative platform concepts promote partnerships (also among competitors), lead out of the silos, allow the full breadth and at the same time specific topics to be presented in a needs-based and, above all, benefit-oriented manner 

CONCLUSION 

Even if a lot still needs to be explored, checked and optimized: There is great confidence in 2021 that we will emerge stronger from the crisis and actually make go-to-market innovations possible in order to create added value and greater customer benefit!