Marketing & Sales

In the past, the world of marketing was relatively straightforward: as a marketing director, one primarily needed a solid gut instinct for target groups and markets. From one’s cigar smoke-tanned leather chair, it was possible to lead a design and media agency, with one’s own team consisting of creative communication experts with a marketing degree from Heribert Meffert in Münster.

The target groups that had to be reached listened to the radio in the morning, read newspapers and magazines, went past advertising columns, watched television (linear, of course) in the evening, and went to the movies from time to time. 

The department’s targets were achieved when campaigns increased brand awareness, product image, and consumer readiness. The icing on the cake was an award at Cannes Lions: for the purposes of PR as well as the annual salary and budget negotiations with management.  

The sales department was in charge of selling the advertised products. As a marketer, it was possible to take back one’s crossed fingers and cite Henry Ford: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” 

Since then, technological change has profoundly revolutionized the marketing world.  

On the one hand, the number, significance, and role of market players in the media landscape have to some extent undergone fundamental changes. New, frequently international market players have appeared on the scene at almost every part of the value chain.  In addition to the well-known players such as Google, Amazon, Facebook, and Apple, newcomers to the industry, such as retailers Otto, Zalando, and Metro, are positioning themselves as marketers. All of them sit atop a wealth of customer, trend, and consumer data, which are urgently required in the industry for targeted marketing throughout the customer journey.   

Media agencies pool their purchasing power through consolidation, while marketers counter with alliances (Ad Alliance from RTL and G+J, for example). And, there is already a glimmer of blockchains along the horizon, which with the possibility of an automated and secure transfer of advertising space, will eventually deprive some market participants of their right to exist entirely. 

Thanks to mobile technology, target groups and customers are now multi-optional’ having instant access to information about products, prices, and services. Their communication is digitalized and fragmented, with former leading media such as television being replaced by an abundance of primarily digital publishers from home and abroad, who cover today’s need for individuality, dialogue, and a personal approach. The result is a complex customer journey with multiple touch points with markets and companies, as well as a heightened expectation of the overall product experience: today, products should not only cover needs, but instead offer realms of experience in which the individual can find expression. 

For advertisers, too, the line of business is becoming increasingly complex: an individualized yet consistent brand and product experience must be guaranteed along all consumer touchpoints, automatically bringing together the disciplines of marketing and sales. To orchestrate this wealth of marketing and sales impulses, the use of the latest, increasingly AI-supported marketing automation tools and data management solutions is essential. In focus at all times: maximizing customer value. The job profile for marketing employees has shifted to reflect this. In the past, communications skills and creativity were of primary importance, but now, IT and analytics know-how are also required. Such a profile can rarely be found within a single person.

Transform our USP into your advantage: a unique combination of operative know-how, strategic consulting, analytics, and business building. 

At LSP Digital, you will be advised by former C-level executives with a focus on media, marketing, and sales, as well as experienced consultants from top international strategy consultancies. With our in-house spinoff Statista, we have demonstrated our business building expertise and hands-on sales excellence. PinkMilk, our successfully launched E-commerce startup, is our ideal testbed and barometer for all the latest marketing and sales trends.   

This combination makes LSP Digital your ideal partner for successful, viable marketing and sales strategies within a digitalized world. 

Our services: with the modular ‘Marketing and Sales Box,’ we provide focused and demand-oriented support. Module 1 contains an in-depth analysis of your market, your target groups, and your internal parameters. The results of this constitute the basis for your customized marketing and sales strategy, in which we define the product, target groups, customer market channels, and the required organizational and structural measures (Module 2). With our operative expertise, we lend support in the area of implementation and develop customized KPI and reporting systems (Module 3). By request, we are also able to provide operational support and assist in the monitoring and ongoing optimization of these processes (Module 4).