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

ISBN-13: 9783031307195 / Angielski

Uli Schneider; Jürgen Hoika

Opis

The book complements the current body of knowledge in business-to-business marketing with the experience of many professionals ranging from marketers to top management of a leading automotive semiconductor supplier worldwide. It presents unique and adaptable practical concepts, case studies, and tested models from practice. The book operationalizes the theory of approaches such as omni-channel marketing, and target driven performance marketing into practical and actionable approaches in large B2B companies in automotive sectors. The change management nature of the digital transformation of marketing is a common thread throughout the book and the experience of more than 10 practitioners, allowing readers to relate the content directly to their own business reality.

Spis treści

PART 1: Understanding Digital Marketing in the Automotive Semiconductor Industry

 

Chapter 1.    Opportunities of and Necessities for a Digital Transformation in Sales and Marketing in a Leading Electronics Company

 U. Schneider, J. Hoika (Infineon Technologies AG)

 

Chapter 2.    Digital Customer Engagement in the Automotive Semiconductor Industry: Leveraging Continuous Disruption

U. Schneider, J. Hoika (Infineon Technologies AG)

 

 

Chapter 3.    The key role of disruptive digital marketing approaches in the automotive electronics market

J. Hoika, U. Schneider (Infineon Technologies AG)

 

Chapter 4.    Overcoming Barriers to Digital Marketing in the Automotive Electronics Industry Through Ambidexterity Design Guidelines

U. Schneider (Infineon Technologies AG)

 

 

PART 2: Deep Dives into Organizational Design, Strategy and Operation as well as Target Model implementation

 

Chapter 5.    A practical guide to setting and achieving digital marketing goals following a plan-do-check-act approach

T. Göpfert, K. Zieger, U. Schneider (Infineon Technologies AG)

 

Chapter 6.    The importance of a focused and standardized operating model in managing Digital Customer Engagement

L. Trautner (Infineon Technologies AG)

 

Chapter 7.    A framework for orchestrating higher-level processes for successful digital customer engagement – A plaidoyer for a digital marketing cortex

U. Schneider, L. Darcos, R. Schneider (Infineon Technologies AG, divers)

 

PART 3: Configuring Campaigns and Optimizing digital customer engagement as well as and insights from academia and other industries

 

Chapter 8.    Designing Campaigns and Optimizing Campaign Performance – The ingredients of campaign excellence

K. Zieger, U. Schneider, L. Darcos (Infineon Technologies AG)

 

Chapter 9.    Meaningful Marketing Content for Automotive Customer: A process guide for modular, buyer persona centric and channel optimized content creation

A. Shukla, A. Schwertlein, U. Schneider (Infineon Technologies AG)

 

Chapter 10.  In Pursuit of a Scalable Channel Optimization in B2B

E. Siegel, U. Schneider (Infineon Technologies)

 

Chapter 11.  Advancing from a scalable marketing approach into a digital self-service sphere

A. Schwertlein, J. Hoika, U. Schneider (Infineon Technologies AG)

 

Chapter 12.  Separating the useful from the harmful: How the core competence of filtration drives digital marketing transformation

J. Remmele, G. Semb, Dr. M. Wenking (Mann+Hummel Group)

  

Chapter 13.  Enhancing the Customer Journey with Digital Self-services

Prof. Dr. Th. Friedli, C. Tienken, J. Rösler (Universität St.Gallen)

O autorze

Dr. Uli Schneider is a Senior Director and leads the digital marketing team for Infineon Automotive. He began his career in consulting, working on restructuring and valuation projects for automotive customers. Uli joined Infineon in 2016 as an Assistant to the Automotive Board, where he spearheaded various digitalization and distribution projects. He later assumed responsibility for Infineon's digital pricing efforts.

Uli holds a Bachelor's degree in Mechanical Engineering, a Diploma in Industrial Engineering, and a PhD in Business Innovation. He attended several universities, including TU Darmstadt, Ecole Polytechnique, and the University of St.Gallen.  

Jürgen Hoika is the Vice President of distribution and digital marketing for Infineon’s Automotive division. Juergen has started at Siemens Semiconductors as a quality manager for memory products in 1997 moving to several positions in system marketing, product marketing, program management, system engineering and sales for semiconductor products like microcontrollers, memory products and power semiconductors for the automotive and industrial markets. He is holding a diploma in electrical engineering of the university of Aachen (RWTH Aachen).

He is currently shaping and driving the digital transformation of sales and marketing within the Automotive division.