Green Company Transformation

Ecological sustainability as a success factor for companies.

• Author: Arne Prieß
• Publisher: Haufe Verlag, 2022
• Pages: 297
• ISBN: 9783648164662

Sustainable management is a must today. In concrete terms, this can mean, for example, introducing digital processes instead of paper applications and using recyclable materials. Surprisingly, Arne Prieß therefore has the transformation start in the HR department. Why not employ people who are ecologically sensitive? Why not select external consultants and trainers according to green mindset? The editor is sure: The acquired environmental certificates secure competitive advantages for the company in the long run.

Mind your lucky pig

Change lives with the power of positive expectations.

• Author: Rebecca Böhme
• Publisher: C. H. Beck, 2022
• Pages: 224
• ISBN: 9783406783203

Our sensory organs, our nervous system, and our brain are in impressive exchange with our environment. Thus, every human being has his or her own model of the world based on his or her previous experiences, on the basis of which he or she evaluates and sorts all incoming stimuli. The resulting expectations then in turn affect our behavior as well as our perception. In this book, the author explains how you can make use of these mechanisms to lead a healthier and happier life. A reading tip for all who are ready to see themselves no longer as an unlucky person, but as the owner:in of a lucky pig.

Venture Deals

Be smarter than your lawyer and venture capitalist.

• Authors: Brad Feld, Jason Mendelson and Florian Kreis
• Publisher: Wiley-VCH, 2022
• Pages: 381
• ISBN: 9783527510009

There is too little venture capital for founders in Germany: This complaint is widespread. Tips to remedy the situation are less common. The authors are experienced venture capitalists and provide a detailed guide for those in need of capital. They also point out the differences between the financing culture and the legal situation in the U.S. and Germany. Since it deals primarily with legal issues, the reading is tedious in places despite the casual tone. However, anyone interested in the specifics of venture capital financing will find what they are looking for.

Earth for All

A survival guide for our planet.

• Author:inside: Sandrine Dixon-Declève, Owen Gaffney, Jayati Ghosh, Jørgen Randers, Johan Rockström and Per Espen Stoknes
• Publisher: oekom verlag, 2022
• Pages: 256
• ISBN: 9783962383879

The fact that the world is increasingly coming apart at the seams comes as no surprise to the authors of this book - after all, it confirms the predictions of the famous 1970 report to the Club of Rome entitled Limits to Growth, which they see as an update to their book. In their opinion, only a paradigm shift and five concrete about-turns will allow us to live in a sustainable economy of prosperity. There is not much time left for this. The report is an urgent appeal - but also a motivating survival guide.

The recently founded company Noviv already distributes the Microlino light electric vehicle in Switzerland and has an exclusive body and paint partnership with the US manufacturer Lucid Motors. And since this February, Noviv has also been the operating and sales partner of the Swiss start-up Loxo, the manufacturer of the first self-driving goods transporter. Loxo is currently in a test phase with companies such as Migros and Schindler Aufzüge.

The name Noviv is derived from Rhaeto-Romanic terms. "Nov" means new, fresh, young, and "viv" is shortened from "viver", in German "lebe". Heads developed the corresponding brand design. A dynamic "N" serves as a distinctive design feature, used in the logo and as a monogram. The imagery depicts the mobility landscape in urban living spaces and offers the innovations marketed by Noviv an appearance in a lively rather than technically cool tonality. An expressive petrol as corporate color is to round off the appearance.

Werbewoche: Michael Mätzener, what fascinates you so much about multisensory technology that you turn it into a festival of the senses?

Michael Mätzener: I've been driven for 20 years by how important promotional products are as a marketing tool, but they have a bad image, which annoys me. Yet it's been proven that multisensory marketing leads to much better customer experience. So I combine my passion for promotional products with the knowledge of neuromarketing, multisensory marketing. That's why we turned Markeding into a festival for multisensory marketing.

 

The festival recently took place at the Kongresshaus Zurich. How would you rate the feedback from the event?

It is unbelievable how positive, even enthusiastic the audience was. But also the exhibitors and the supporting agencies were impressed, the visitors stayed the whole day, participated in the workshops, gathered in front of the stage when there was another keynote on exciting topics such as dealing with AI or the challenges and opportunities in marketing with generation Z. Multisensory is about so much more than haptics. The sense of touch, but also all the other senses like smell, sight, hearing, taste and even the emotional seventh sense play a role in marketing. There is still so much potential, next year we want to be even bigger and more relevant than already this year. I am very happy, because all my heart blood, sweat and tears go into this festival.

 

Isn't that a big crew they're using to make it all happen?

No, that's almost only me, unfortunately I only have 24 hours a day, otherwise I would manage even more (laughs). But let's not forget my business partner Robert Scheidegger, who also lends a hand.

 

How many visitors were there this year?

We had 800 visitors. But it felt like there were many more, to stay in the multi-sensory field. (grins). In the past at Markeding, visitors only stayed for two hours, but this time at the festival they were there all day. And of course the new app also helped, so that people could network with each other and have the agenda and a lot of other important information on their cell phones.

 

You designed the app specifically for this?

Not only me, I worked with a company in Germany. They had developed the app, but only for small streams of visitors. We had to scale it up because we expect up to 1000 visitors next year.

 

So can they also play to the multisensory community throughout the year, with the app?

Yes, we regularly push information to the app, but users can also communicate with each other. But of course, we are also on Insta, LinkedIn and have a Newsletter for which you can sign up.

 

Can you just download the app from the store?

You had to register for markeding, then you could download the app in the store under Markeding Promofacts. We are currently working on making it possible to download the app at any time without accreditation.

 

Do you already have some highlights for the Markeding 24?

We will be looking to expand keynotes and workshops, acquire more exhibitors in multisensory marketing, and would love to see companies involved in multisensory and neuromarketing express interest in working with us. We have a vision...and a doer instinct to tackle things and change things. So it remains exciting with the anniversary edition, 10 years of Markeding on March 5, 2024.

 

 

 

The ICV Controlling Excellence Award 2023 will be presented on May 15 during the 47th Congress of Controllers in Munich. The nominated projects once again cover a wide range of existing challenges in controlling. With its application, the controlling team of Henkel AG, Düsseldorf, is presenting the digital roadmap it developed for Group Financial Controlling. The employees of Merck KGaA, Darmstadt, show the implementation of their project "Enabling High-Impact Culture in Financial Steering". TX Group AG, Zurich, has set its sights on predictive forecasting. With their award application, their controlling team shows how this was implemented in the company - from the concept to the strategic impact.

Controlling Excellence Award and other topics

The winner of the 2023 Controlling Excellence Award of the International Controller Association (ICV) will present its project to the audience at the ICV Congress of Controllers on May 15 and thus present them with an excellent best practice solution. This practical approach runs through the renowned congress, which is taking place for the 47th time this year under the direction of the International Controller Association. For two days, at the most important specialist meeting of the European controlling community, the organizer will be relying on the tried-and-tested mix of lectures, theme centers and free space for discussions with the speakers, colleagues and experts from the field of corporate controlling.

In terms of content, the 47th Congress of Controllers will focus on three urgent areas: dealing with cost and price increases, corporate planning in uncertain and volatile markets and coping with climate change, "in which we must not lose any more time", emphasizes ICV Chairman of the Board Prof. Dr. Heimo Losbichler. Under the motto "Turning point in management and controlling - opportunities and solutions", those responsible at the ICV make it clear: "Crises and upheavals always offer great opportunities - and the good helmsman or woman can only be recognized in the storm".

Meeting of the controllers

The presence meeting in the Munich Congresshotel The Westin Grand is the unique opportunity in the course of the year to bring oneself comprehensively and deeply up to date in controlling and corporate management in two days. Top-class topics and speakers as well as interested participants from practice and teaching contribute their part. However, it is just as important for the ICV as organizer, with its approximately 6,000 members and more than 200 corporate members, that all those interested in controlling can meet and exchange ideas in person on this occasion beyond the virtual network. 

Source and further information: www.icv-controlling.com/cea

This article originally appeared on m-q.ch - https://www.m-q.ch/de/icv-controlling-excellence-award-2023-tx-group-unter-den-nominierten/

The Zunft zur Schneidern is one of the thirteen societies and guilds of the Burgergemeinde Bern and was founded in the 1370s. Unlike guilds in other cities, which are all associations, the Bernese guilds are corporations under public law. The Zunft zur Schneidern is also an autonomous burgerliche Korporation with municipal character. It is composed of all persons who have the guild right on tailors. Together with the butchers and the Pfistern, the guild was responsible for the provision of basic human needs. Today, its activities include providing social assistance to its members currently residing in the Canton of Berne, promoting cohesion among the guild members and managing their assets.

The design of the twice-yearly guild magazine is being redesigned by Studio Thom Pfister. The redesign is intended to combine tradition and modernity.

Studio

---

Responsible at the Zunft zur Schneidern Bern: Christoph Ott (Communication/Website), Andrea Baur Schweizer (Editor Zunftblatt/Website). Responsible at Studio Thom Pfister: Thom Pfister (Creative Director, Idea/Concept), Roland Zenger (Art Director), Daniel Hackiewicz (Graphic Design & Web Development), Noemi Bünzli (Graphic Design), Laura Capponi, Ursula Rytz (Consulting). Photographer: Yasmine Pauchard.

Switzerland is affected by the consequences of climate change in several ways. The warming of the climate by 2°C already - according to the FOEN - causes glaciers to melt. As a result, slopes are becoming increasingly unstable, with the threat of debris flows, rockfalls, etc. At the same time, drought threatens to become a problem due to declining precipitation - also or especially in winter. Against the backdrop of such scenarios, it is clear that sustainability is also a key issue for the Swiss E-Commerce-companies is moving further up the agenda. Also because consumers are increasingly making decisions based on ecological aspects. What can Swiss companies do?

How important is sustainability for e-commerce companies in Switzerland?

Online retailers have had to solve a whole range of very different problems in recent months. Rising prices - especially in the international environment - and difficulties in the supply chains are just two very important points. It is clear that aspects such as:

• Growth
• Automation and optimization
• Presence in the marketplace

play a major role. Where does sustainability have its place? A survey by the Lucerne University concludes that precisely the three points just mentioned are particularly important for companies in e-commerce - and in descending order.

Sustainability lies somewhere in the middle. What is surprising at this point is that the impact of Corona does not seem to have such a big influence. At least this topic is still behind sustainability. In other words, the topic is not quite so unimportant after all. It is interesting to see from which perspective companies from the Swiss e-commerce scene view the topic.

In addition to the fact that sustainability is seen by the vast majority as a corporate responsibility, more than half of the companies also see it as an important competitive factor. The surprise is the view of the impact of legislative requirements. This point is only an important factor influencing sustainability for just under a quarter of the companies surveyed. The fact is: Sustainability is not an absolute priority for many companies in the mail order business, but it is not simply swept under the rug either.

Where can companies start?

Basically, there are various levers that every company can turn. Among other things, sustainability takes effect in the areas of:

• Packing
• Shipping
• Storage

But: Administration also leaves enough room for sustainability to be taken into account. Simple examples include the use of efficient IT hardware or office equipment made from recycled wood or certified wood sources.

1. sustainability in packaging

Every consumer knows this moment: The parcel carrier rings and presses the eagerly awaited box into the hand. Its dimensions are often a surprise. The product is the size of a shoebox, but is delivered in a package that is twice to three times as big. To ensure that the contents do not shift, the whole thing is stuffed with cardboard or plastic film.

And the packaging madness continues. Today, products are still packed in a shiny cardboard box with a sturdy transparent box. Looks really great on the shelf - but nobody cares when it comes to shipping. Here However, there are many other possibilities. Many electrical products are also packaged in vast quantities of Styrofoam. There is certainly still potential to be tapped here in terms of packaging materials.

When it comes to packaging, e-commerce in Switzerland simply still has a lot of catching up to do. Precisely fitting cardboard packaging avoids additional packaging waste. In many cases, the "outer packaging" could even be dispensed with completely. A shipping label is all that is needed for shock-proof packaging ex works. Many consumers certainly have no problem with this. And where they do, a low packaging/shipping fee can certainly create incentives. In the end, less waste simply means more sustainability, which thus also arrives at home.

2. sustainability in shipping

Shipping and packaging are interrelated to a certain extent. In the broadest sense, shipping packaging can be attributed to shipping. It doesn't always have to be petroleum-based plastic. Biochemistry has meanwhile come up with alternatives with similar properties.

At this point, however, sustainability also means rethinking filling materials and, above all, communication. Customers always notice that goods are suddenly shipped in different packaging. Companies in e-commerce would do well to strive for clear and unambiguous communication.

Treated paper for labels is a major problem in the mail order business. If they cannot be disposed of in paper waste, sustainability quickly looks bad. But: Grass paper and wood foil are alternatives that are always available.

But sustainability can also play a role in the actual transport process. Electromobility or emissions offsetting are very popular with a growing number of consumers - and are ultimately rewarded with a high level of customer loyalty.

One extremely important point is the subject of returns. Huge numbers of shipments are still being returned. According to media reports, Switzerland is the Returns European champion.

Sustainability is also becoming increasingly important for customers

What does it all cost? Not a trivial question for companies. On the contrary, every euro on the expenditure side is a burden. So do you want to turn the clock back to cheap? In any case, this is the wrong way to go. Also because in recent years, more and more customers are making sustainability the basis for their decisions.

People prefer to buy where sustainability is actively practiced. A realization that puts the individual measures in a completely different light. No e-commerce company can afford to simply sweep the issue under the carpet.

Conclusion: Sustainability in e-commerce is the future

Twenty years ago, hardly anyone was interested in sustainability and it was perceived more as a marginal phenomenon that has evolved over the years. Especially against the backdrop of climate change, more customers are paying attention to sustainable aspects. The thoughtless use of resources is over - even in e-commerce. The mail order business in particular simply has to rethink here. It can't just be about smaller packaging. In some places, processes need to be completely rethought.

This article originally appeared on m-q.ch - https://www.m-q.ch/de/nachhaltigkeit-im-e-commerce-an-welchen-stellschrauben-koennen-und-muessen-unternehmen-drehen/

Outlawz Food landed a quickly sold-out hit in the festival summer of 2015 with its vegan kebab. The young company from Bern is active in the field of meat substitutes and has set itself the goal of making vegan products the standard rather than the alternative.

In order to achieve this, Outlawz Food now wants to communicate its attitude and philosophy more strongly to the outside world. The company is supported in this by Hella Studio from Bern. "For us it was clear from the beginning that we wanted to take this step with Hella Studio. They have the credibility as well as the necessary competencies to position our brand nationwide," explains Dario Hitz, CMO at Outlawz Food.

Kasper Kobel, Creative Director on the current status of the project: "From product packaging to the website, we are creating a link between attitude, appearance and philosophy with the new visual identity. And make them visible, fresh and eye-catching - matching the corporate DNA of the innovative brand."

In Hella Studio's 360-degree concept, a pair of eyes becomes the central element. This is not only integrated into the new logo, but also makes eye contact with customers on the new packaging. "With the original pairs of eyes of all employees, we simultaneously convey transparency and local proximity of Outlawz," says Kasper Kobel.

The campaign will be launched gradually so as not to have to replace existing products and packaging - which is also in line with Outlawz Food's sustainability philosophy.

---

Responsible at Outlawz Food: Kevin Schmid (CEO & Co-Founder); Dario Hitz (CMO & Partner). Responsible at Hella Studio:  Joëlle Lehmann, Kasper Kobel (concept, design and photography), Inyourface, Laura Marti / Maria van Harskamp (text), Cutout Studio, Philippe Moesch (animation).

Cyberattacks are an increasing business risk and cause billions of francs in costs every year. A Swiss SME quickly suffers damage of over CHF 100,000 in the event of a successful cyberattack; serious attacks involving data theft and encryption can run into the millions. SMEs must proactively protect themselves against these risks.

Only one in ten SMEs in Switzerland has cyber insurance

Solid IT protection measures form the basis of any cyber protection. However, the optimal solution consists of a balanced combination of IT security measures and insurance protection against cyber threats. After all, if criminal elements manage to penetrate a company's IT environment despite all the security precautions, a suitable insurance solution can help cover the residual risk. It is therefore all the more surprising that only one in ten SMEs in Switzerland has taken out cyber insurance.  

Insurance industry increases requirements

An SME that wants to take out cyber insurance with an insurance provider must have a certain level of basic protection. Tobias Seitz, Head of Underwriting Technical Insurance Region East at Helvetia, states: "SMEs often think they are too insignificant to be a target of cybercriminals. However, this is a fallacy. Cyberattacks are often untargeted - you cast the net and see what you catch. Proactive protection measures are therefore critical for SMEs." Due to the aforementioned basic requirements for taking out an insurance solution, there are always times when applications have to be rejected. This is in order not to disadvantage other insurance customers who meet the necessary requirements. 

Knowing risks in order to combat them

GObugfree supports SMEs with a security assessment to classify the current status of IT security measures, a so-called community bug test. Security researchers from the GObugfree community examine the existing security situation of a company. Christina Kistler, Chief Commercial Officer at GObugfree, says: "The bug test is very popular with SMEs. With this fast and cost-effective approach, an initial pragmatic assessment of the attack surface and any vulnerabilities can be created. Companies receive recommendations for action, where and with which measures they can start to improve their cybersecurity." Often, the bug test is the launching pad for a bug bounty program, whereby ethical hackers are rewarded for discovering vulnerabilities in organizations' systems. A bug bounty program provides ongoing protection as the company continuously addresses vulnerabilities and improves in the process.

Prevent instead of pay later

If a cyber incident results in financial damage, the corresponding insurance cover takes effect. In addition, in the event of a claim, insured companies at Helvetia can access a network of experts to help deal with an incident. But cyber insurance cannot "conjure up" deleted data, for example, and despite professional communication with the support of PR experts, there is still a risk in the future that a company's reputation will be damaged after a cyber incident, at least in the short term. The idea of prevention is therefore also central for Helvetia in the cyber area. The company wants to continuously sensitize its customers to the issue of cyber security and give them access to the latest, agile security methods so that they can recognize the means by which they can improve their security. Tobias Seitz says: "This not only benefits our customers, but also the market as a whole. The better Switzerland is positioned, the less attractive our country is for cyberattacks. The partnership with GObugfree is an important step to further strengthen Swiss companies and the market."

Source and further information: Helvetia Insurances / GObugfree

This article originally appeared on m-q.ch - https://www.m-q.ch/de/gemeinsame-unterstuetzung-von-kmu-bei-der-praevention-vor-cyberangriffen/

Anapaya, a Swiss provider of network technology, enters into a partnership with Finastra a global provider of financial software applications and marketplaces. The partnership is designed to provide Swiss banks with access to the Secure Swiss Finance Network (SSFN). By deploying Anapaya's SCION (Scalability, Control, and Isolation on Next-generation Networks) solution, Finastra's SWIFT Service Bureau customers will benefit from a more resilient and secure data communications network, as will the SSFN, according to a media release.

SSFN replaces IPNet

The SSFN will replace the 20-year-old Finance IPNet as SIX Group's standard network solution in 2024. The SSFN is a controlled and secure network that enables connected banks to communicate with SIC and other financial market infrastructures. The network is based on SCION, the first "clean-slate" Internet architecture that provides route control, fault isolation and explicit trust information for end-to-end communication. "As cyber threats become more prevalent, strengthening security is of great importance for all institutions," says Andreas Helbling, Country Head, Switzerland at Finastra. "With SSFN, our customers in Switzerland can rest assured that data exchange will take place with the highest levels of security, performance and functionality. Anapaya's robust technology enables us to deliver our business-critical services with added protection."

Higher security standards in response to cybercrime

Finastra is one of the largest global service providers and has a significant presence in Switzerland. It provides hosted SWIFT and direct connections to banks, clearing houses, local payment networks and beyond. SCION will support Total Messaging, Finastra's financial messaging platform that provides a gateway and workflow engine for market infrastructures, instant payments and payment service provider (PSP) connectivity. "Institutions no longer have guaranteed security on the traditional Internet - it simply doesn't have all the features needed to protect their data," said Martin Bosshardt, CEO of Anapaya. "We are convinced that SCION is the decisive answer to today's cybercrime challenges. Finastra's decision to switch to SSFN proves that well-known companies think the same way."

This article originally appeared on m-q.ch - https://www.m-q.ch/de/finastra-und-anapaya-erhoehen-sicherheitsstandards-fuer-digitale-transaktionen/

With a population of more than 8.7 million, the total amount of Swiss purchasing power in 2023 will be 433.4 billion euros, according to the GfK forecast.
euros (excluding Liechtenstein). The almost 9 million Austrians, on the other hand, will have a total purchasing power of around 239.5 billion euros in 2023, while the total purchasing power of the more than 83.2 million Germans will amount to 2,186.7 billion euros. These are the findings of the new GfK Purchasing Power Studies 2023.

A look at the regional distribution of purchasing power in Switzerland offers insights into where people with particularly high spending potential live. Among the Swiss cantons, Zug, Schwyz and Nidwalden lead the ranking, as in previous years. With 79,207 euros per capita, the canton of Zug is clearly in first place. This means that people there have almost 60 percent more available for their spending than the average Swiss.

Overall, eight of the 26 Swiss cantons have above-average per capita purchasing power, while spending potential is below average in more than two-thirds of the cantons. In the last-placed canton of Jura, people have a per capita purchasing power of 42,928 euros, which is more than 13 percent below the national average.

Compared to last year, there are changes in the ranking of the top 10 cantons: Appenzell Innerrhoden moves up two ranks to sixth place, and Genève also improves by one rank and occupies eighth place this year. Basel-Landschaft, on the other hand, slips down one place to seventh, and Basel-Stadt even drops two places to ninth.

At the more detailed district level, the large regional differences in purchasing power become even more apparent. The leader among the Swiss districts is Höfe, where residents have 121,314 euros per capita at their disposal, almost 145 percent more than the national average. It is followed in second and third place by the Meilen district and the canton of Zug, whose per capita purchasing power is almost 61 percent and 60 percent above the Swiss average respectively. At the other end of the ranking, as in previous years, is the Bernina region, where
residents have a spending potential of 35,987 euros per capita, which is more than 27 percent below the national average. Thus, the per capita purchasing power in the Höfe district is almost 3.4 times higher than in the Bernina region.

In this dynamic competitive environment, the challenge for Grether's to differentiate itself in the market and remain relevant for consumers is growing.

Branders works with Grether's to sharpen the brand's positioning around the theme of a clear and strong voice - as the brand's primary promise to all consumers. This focus with broad appeal creates a strong foundation for rejuvenating and emotionalizing the brand's image and communication.

New communication measures

As part of this brand refresh, the existing visual attributes will be reviewed and revised with a view to creating a concise appearance. The brand name is also being shortened to "Grether's" in the interests of greater focus. The gentle re-design of various packaging - first and foremost the iconographic can - is done entirely in line with this focus and the harmonious use of the revised design elements.

With a view to communicating the positioning as a familiar, consumer-oriented brand, as well as the increased appeal to younger target groups, individual communication measures are being specifically redesigned - the headline "Balsam for throat and voice" inspired, among other things, a TV commercial created with Lukas Mäder and Shining Film. In it, the successful Swiss singer Anna Känzig lends her voice to the Grether's brand as a credible brand ambassador.

---

Responsible at Grethers: Uriel Frank (Head of Marketing), Aglaé Voetmann (Senior Brand Manager). Responsible at Branders: René Allemann (CEO & Creative Director), Marisa Güntlisberger (Director Omnichannel Experience), Philippe Knupp (Strategy Director), Thea Ferretti (Communications Director), Walter Tagliaferri (Advertising Director), Andrea Bissig (Senior Brand Designer), Palma Manco (Senior Brand Designer). Responsible at Shining Film: Leonardo Sanfilippo (Executive Producer & Partner), Yanik Müller (Senior Producer), Antonia Grosse (Line Producer), Sandra Vacić (Postproduction Coordinator), Lukas Mäder (Director and Photographer), Jonas Steinbacher (DoP), Simon Hardegger (Colourist), Nicolas Bechtel (Editor).

Marketing and sales automation is clearly gaining relevance in practice. Three quarters of the companies surveyed, most of them in the business-to-business sector, consider marketing automation to be relevant. This puts it in fourth place among the most important marketing technologies, just behind customer relationship management (CRM), e-mail or newsletter marketing and search engine marketing. These are the results of the Marketing Automation Study, which was conducted for the third time by the E-Commerce Lab of the ZHAW Institute for Marketing Management on behalf of Pedalix. A total of 226 companies were surveyed.

More and better leads thanks to automation

Automation brings companies great benefits, especially in terms of time saved on repetitive tasks and the efficiency of marketing and sales processes. "Thanks to marketing automation, more leads of a higher quality can be generated," says Dr. Darius Zumstein, study leader and Head of the E-Commerce Lab. "Marketing automation also leads to more conversions, meaning more registrations, subscriptions and transactions." Thanks to personalized communication along the customer journey, the relevance of information for current or potential customers can also be increased and a positive identity created.

However, the introduction of automated processes in marketing also presents companies with challenges. Among the most important are a lack of resources, especially for content marketing and lead generation. Small and medium-sized enterprises (SMEs) in particular lack the budget for automation. A lack of information about which contacts are ready to buy and undefined processes for the systematic nurturing of leads and existing customers also pose a challenge for the majority.

Application to social media and email marketing

When asked about specific use cases for marketing automation, automated content distribution on social media is the most frequently cited, followed by welcome email sequences for new customers. Using marketing automation tools for lead generation and lead nurturing, such as email campaigns with recommendations on "non-salesy" content, benefits the majority. For opt-ins, registrations, and customer profiling, communication processes are automated just as frequently as for administrative processes, such as appointment scheduling, support requests, or satisfaction surveys.

Overall, companies rate their maturity level in marketing automation better than in last year's survey. Companies with a lower maturity level complain about a lack of resources, know-how or understanding on the part of key people in the company, while those with a high maturity level benefit from a clear strategic focus and sufficient time resources.

New maturity model

To validate this self-assessment, the study developed a maturity model for automation, the Marketing Automation Maturity Index (MAMI). This makes cross-company and cross-industry comparisons possible for the first time. The index shows that large companies are more advanced than SMEs and that the sectors of finance, services or communications, IT, software and SaaS (software as a service) have the highest marketing automation maturity level. Classic industries such as manufacturing and construction have a lower level of automation.

The research partners Pedalix (Marc Gasser), Mayoris (Urs Thüring), webalyse (Klaus Völkl), atedo (Alexander Wiki) and Survalyzer (Christian Hyka) participated in the Marketing Automation Report.