Marketing Upheaval

Expert Digital Strategist on the Future of Digitization

January 22, 2020 Creative Outhouse Season 2 Episode 27
Marketing Upheaval
Expert Digital Strategist on the Future of Digitization
Show Notes

Katrin Zimmermann, Managing Director of TLGG joins us to discuss the future of our digital world. Hey everyone, this is Rudy Fernandez from Creative Outhouse. Katrin Zimmermann is the managing director of TLGG Consulting in New York, a strategic digital consulting agency. But more than that, she's someone who really understands the overall landscape of digitization. Our conversation was about what we can all expect to see in the ever-changing digital world. There are a couple of times in the conversation where I was just blown away, especially when she talked about privacy issues. We also talked about trends and counter trends, and how she started the Innovation Hub at Lufthansa. I really enjoyed the conversation and you will to check it out. Welcome to Marketing Upheaval.

My guest is Katrin Zimmermann, the managing director of TLGG Consulting in New York, a strategic digital consulting agency. Katrin is an expert at identifying disruptive trends in the digital space and is somewhat of a disrupt herself. She was formerly at Lufthansa, where she co-founded their Innovation Hub. We're going to talk about digital disruption, the future of digitization, and what that means for how companies engage with customers. We’ll talk about AI and whether or not any of us will have jobs after this. Thanks for joining me, Katrin.

Since you're in this every day, what do you see as the biggest disruptive trends in the marketplace? And how are they going to change the way you reach potential customers and engage with existing customers?

Katrin:

I think one of the biggest trends that we're seeing that are being disruptive, is definitely the "what" and the "how" regarding data. And I know that that is a bit of a theme for a while now. But there's very few who have figured it out. If we connect the different data lakes or data buckets that we having within organizations but also across traditional boundaries,  to create new types of interaction, new types of personalization, new types of individualization to optimize for convenience and values of different stakeholder groups that we are addressing. But it's also about the how we are doing this. Many organizations, many cities and even governments are struggling, of how this new opportunity comes about how we’re protecting consumers? How we’re allowing them to, you know, experience new opportunities? This trend is one that will define us for a while and will lead to some society discussion on how we want to treat this. Just recently, there was some legal discussion about, facial recognition laws and what is being allowed in the US. We have a rise in some protection discussion, and that we see to see consumers being protected, that is definitely one. And then every trend has a counter trend and whereas a data enables us to have great experiences through technology with companies and between each other, etc, etc. That's also the counter trend of a need and the wish and a hope for more human interaction. And so I see that is something on the rise where the impact and the destructiveness of that trend is yet to be seen.

Complete show notes and transcript available at: https://creativeouthouse.com/2020/01/22/katrin-zimmermann-managing-director-of-tlgg-on-marketing-digitization/

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