Digital Marketing in the Automotive Electronics Industry: Redefining Customer Experience through Digital Customer Engagement

Preface and Acknowledgment
Contents
Contributors
Part I: Understanding Digital Marketing in the Automotive Semiconductor Industry
Opportunities of and Necessities for a Digital Transformation in Sales and Marketing in a Leading Electronics Company
1 It Looks Like We Are at a Crossroads. It Is Time to Change Our Future, Now
2 Infineon´s Role and Responsibility to Shape a Better Future
3 Infineon´s Ambition to Redefine (Digital) Customer Engagement
4 Structure of the Book
References
Digital Customer Engagement in the Automotive Semiconductor Industry: Leveraging Continuous Disruption
1 Introduction: Customer Engagement in a Changing Marketplace
2 Infineon´s Ambition to Shaping the Automotive Industry
3 A Disruptive Market Environment as a Continuous Source for Innovation
3.1 Shifts in Customer Behavior and Needs Through Market Shocks
3.2 Disruptive Innovations
3.3 New Market Entrants and Value Chain Disruptions
4 Implications for Digital Customer Engagement
5 Summary
References
The Key Role of Disruptive Digital Marketing Approaches in the Automotive Electronics Market
1 Preface: Change of Sales and Marketing in the Automotive Electronics Market
1.1 The Roles of Sales and Marketing in the Automotive Electronics Market Facing New Challenges
1.2 Roles of Sales and Marketing Supporting the Customer Decision Process
2 The Analog-to-Digital Conversion of Sales and Marketing in B2B Markets
2.1 Relevance of Standardization and Stabilization of Customer Engagement Data for Digital Marketing
3 Modeling the Customers´ Buying Process
3.1 The Customer Journey
3.2 The Buyer Persona
3.3 The Moments of Truth
4 Learning from the Data and Outlook on Digital Marketing
4.1 Return of Investment of Digital Marketing Activities - Growing Prospects, Suspects, and MQLs
4.2 How Does the Business Funnel Connect to the Customer Journey?
References
Overcoming Barriers to Digital Marketing in the Automotive Electronics Industry Through Ambidexterity Design Guidelines
1 Introduction
2 Theoretical Foundations
2.1 Context Factors for Digital Marketing for B2B Firms
2.2 The Concept of Organizational Ambidexterity
3 Impact Factors and Barriers of Digital Marketing in the Automotive Semiconductor Industry
3.1 Internal Factors
3.1.1 Business Culture
3.1.2 Marketing Capabilities
3.1.3 Availability of Resources
3.1.4 Organization Structure
3.1.5 Product
3.2 External Factors
3.2.1 Customers
3.2.2 Competitive Presssure
3.2.3 Operating Environment
3.2.4 Wider Trading Environment
4 Ambidextrous Design Guidelines for Digital Marketing
4.1 Still Start with ``Why´´
4.2 If it Counts, Count it
4.3 Are you Still Looking for DM Skills? Rethink
4.4 Detach Yourself from Customers to Ultimately Serve Them
4.5 Be Omnipresent without Being Present Everywhere
4.6 Create Content that Builds Relationship
5 Summary
References
Part II: Deep Dives into Organizational Design, Strategy and Operations as Well as Target Model Implementation
A Practical Guide to Setting and Achieving Digital Marketing Goals Following a Plan-Do-Check-Act Approach
1 Introduction
2 Plan
2.1 Target Operating Model
2.2 Approximations and Initial Target Setting
2.3 From Reporting to Analytics
3 Do
3.1 Setup
3.2 Clear Data
3.3 Connect Data
3.4 Interpret Data
4 Check
5 Act
6 Summary and Outlook
References
The Importance of a Focused and Standardized Operating Model in Managing Digital Customer Engagement
1 The Importance to Think Beyond Strategy
1.1 From Strategy to Execution: A Gap to Be Closed by Operating Models
1.2 The Value of a Sound Operating Model in Digital Transformation
2 Operating Model
2.1 Processes
2.2 People and Culture
2.3 Structure
2.4 Governance
2.5 Tools and Technology
3 Approach to Define and Implement a Shared Operating Model
3.1 Design Principles
3.2 Change Management
3.3 Best Practices
4 Case Studies
4.1 Case Study 1: Content Marketing
4.2 Campaign Management
5 The Future of Operating Models: Agile and Based on Customer Journeys
References
A Framework for Orchestrating Higher-Level Processes for Successful Digital Customer Engagement: A Plaidoyer for a Digital Mar...
1 Introduction
2 Associate Area
2.1 Business Strategy
2.2 Digital Marketing Strategy
2.3 Marketing Content and Content Marketing
3 Sensory Area: The Customers´ Sphere
3.1 Buyer Persona
3.2 Customer Journey
4 Motor Area: Digital Customer Engagement Sphere
4.1 Owned Media
4.1.1 Website
4.1.2 Blogs
4.1.3 Forums and Community
4.1.4 Owned Social Media
4.1.5 Mailings
4.2 Paid Media
4.2.1 Paid Social Media
4.2.2 Search Engine Advertisement
4.2.3 Display Ads
4.3 Earned Media
4.3.1 Forums and Community (Owned and Third Party)
4.3.2 Collaboration with Influencer
5 Data, Metrics, and Traceability
6 Summary
References
Part III: Configuring Campaigns and Optimizing Digital Customer Engagement as Well as Insights from Academia and Other Industr...
Designing Campaigns and Optimizing Campaign Performance: The Ingredients of Campaign Excellence
1 Modern Digital Campaigning and Communication at Infineon Automotive
1.1 Digital Marketing Plan Based on Strategy Alignment
1.1.1 Staying Abreast of Technology: Including Latest Trends into a Business Strategy
1.1.2 Digital Marketing Planning Aims at Continuity
1.2 Annual Marketing Planning Process
1.3 Annual Campaign Planning Phases and Stakeholder Alignment
2 Campaign Preparation
2.1 Modern Campaign Ingredients I: Target Groups and Buyer Persona
2.1.1 Customer Centricity and Simplicity: Persona and User Journey thinking
2.2 Modern Campaign Ingredients II: Strategy of Reach and Convert
2.2.1 From Strangers to Visitors, from Contacts to Buying (Satisfied) Customer
Strategy of ``Reach´´
Strategy of ``Convert´´
2.3 Modern Campaign Ingredients III: Measurement Framework
2.3.1 Target-Driven Campaign Approach
2.3.2 Target-Operating Model
2.3.3 Plan I: Target Setting
2.3.4 Plan II: Campaign Summary and Scope
3 Marketing Roles and Responsibilities
3.1 Marketing Communications Strategy and Controlling
3.2 Content Manager
3.3 Campaign Manager
3.4 Regional Digital Marketing Manager
3.5 Channel Manager
3.6 Supporting Roles
3.6.1 Application Manager
3.6.2 Product Management
4 Campaign Lifecycle Activities
4.1 Do: Execute Single Campaign Activities
4.2 Check: Monitoring and Optimization of Promotional Activities
4.3 Act: Applying Campaign Learnings
5 Chapter Summary
References
Meaningful Marketing Content for Automotive Customer: A Process Guide for Modular, Buyer Persona Centric, and Channel Optimize...
1 Introduction
1.1 Content at the Core: Key Ingredients for B2B Digital Marketing Recipe
1.2 Content Across the Customer Journey: From the Stranger to the Customer
1.3 Content Creation: Good Practices
1.3.1 Selecting the Content Piece
1.3.2 Fitment Across Customer Journey
1.3.3 Explore and Compare
1.3.4 Chalk the Blueprint: Webinar and White Paper
1.3.5 Review the Blueprint
1.3.6 Blueprint Finalization and Mission Sign-off
2 Summary
References
In Pursuit of a Scalable Channel Optimization in B2B
1 Introduction
2 A Marketing Gravity Check in the Age of ``Digital´´
3 What Is Engagement Marketing?
4 Data Are the Pixels by Which We Paint the Picture of Our Personas
5 Customer Centricity for Marketing Content and Journeys
6 The Marketing Journey Stages and Flow Creation
7 Adapting to the Inevitable: Turning to the Unknown
8 Being the Change You Want to See in the World
References
Advancing from a Scalable Marketing Approach into a Digital Self-Service Sphere
1 Changes in the B2B Context That Drive the Change from a Scalable Marketing Approach into a Digital Self-Service Sphere
1.1 General Changes
1.2 Changes in the Automotive Industry
1.3 COVID-19 Pandemic Accelerated the Digital Transformation and the Need of Digital Self-Services
2 Identifying and Prioritizing the Most Important Digital Self-Services for an Automotive Semiconductor Manufacturer
2.1 Stakeholder
2.2 Project Context
3 Specific Approach
3.1 Identification of Digital Self-Services
3.2 Prioritization of Digital Self-Services and Resulting Project Setup
3.3 Project Outcome and Transition into a Sustaining Function
4 Summary and Outlook
References
Separating the Useful from the Harmful: How the Core Competence of Filtration Drives Digital Marketing Transformation
1 A Digression into the Filtration Industry
1.1 The MANN+HUMMEL Group: A Leading Global Player
1.2 Customer Structures and Sales Chains
1.3 Relevance and Structures of Marketing
2 Digital Marketing Transformation: The Why
2.1 External Factors Impacting the Digital Marketing Transformation
2.2 Internal Factors Impacting Digital Marketing Transformation
3 Digital Marketing Transformation: The How
3.1 The Approach
3.2 The Focus Topics
4 The Useful and the Harmful on the Digital Marketing Transformation Journey
Enhancing the Customer Journey with Digital Self-Services
1 Digital Transformation in Marketing and Sales: Why Now?
2 Outlining the Vast Opportunities of Digital Self-Services
2.1 Case Study 1: Preselling Phase - Manufacturer of Building Materials
2.2 Case Study 2: Preselling Phase - Manufacturer of Material Handling Equipment
2.3 Case Study 3: Selling Phase - Manufacturer of Rolling-Element Bearings
2.4 Case Study 4: Selling Phase - Manufacturer of Textile Machines
2.5 Case Study 5: After-Sales Phase - Manufacturer of Plant Equipment
2.6 Case Study 6: After-Sales Phase - Manufacturer of Offset Printing Presses
3 Ten Success Factors for Implementing Digital Self-Services in Industrial Companies
4 Outlook: Where Are Marketing and Sales Organizations in the B2B Industry Heading?
References