In day-to-day business, there is often hardly any time or space to delve deeper into the topic and jump on the bandwagon of digital transformation in a targeted way. The future seems to lie in data-driven marketing and SEO strategies, and even today it is a major challenge to find your way around the terminology and the wide range of tools and providers, which often have a deterrent effect.

Not a few decision-makers therefore initially view the development with skepticism and prefer to wait for “best practice” examples.

To remain competitive, companies must communicate corporate topics and product information. The digital transformation of marketing and sales can no longer be stopped. This also applies to recruitment and employer branding in order to attract skilled workers and retain them within the company. Production itself is also becoming increasingly digital. Accessing product information, service topics such as remote support, or machine data in real time is becoming ever more commonplace.

This applies all the more to corporate communications. If brochures, mailings, or customer magazines ensure that corporate topics are conveyed to target groups, digital media open up additional and effective opportunities for marketing—especially in industries with products that require explanation.

Sales can be supported in a targeted and cost-efficient way in acquisition and lead generation. But how?

As consultants for strategic communication in markets with technical products, we operate at the interface between both worlds and repeatedly encounter the hurdles that digital marketing can often pose for companies. One of these is that companies and digital specialists rarely speak the same language. Through our strategic partnership with the online marketing specialist Saphir Solution, we bring both worlds together and develop tailored solutions for customers in technically oriented niche markets.

Whereas a website used to be designed as a digital business card and a company’s flagship, today it offers far greater potential: it is a communication tool and customer acquisition instrument. Studies show that searchers—especially in purchasing and procurement—research online long before they contact a company directly. Different search intents represent the stages of their journey—the customer journey. This means that a website can engage and serve interested parties on many different levels, and measures such as SEO optimization are now indispensable to ensure the site can be found.

Digital transformation by no means means simply replacing analog media and methods in marketing with digital components. Measures from the analog realm do not automatically lose their justification—this is often overlooked in the digital world. Rather, all measures must be put to the test and weighed up to determine which are best suited to which tasks and goals. Opening up to digital marketing while retaining what has proven effective—this requires expertise in both worlds.