On June 22nd I had the incredible opportunity to attend #TIK 2023, an event organized by the German Federal Association of Industrial Communication (BVIK) that brought together some of the brightest minds and industry leaders in one place. The event was a melting pot of inspiration, innovation, and collaboration, leaving me with a renewed sense of excitement and a treasure trove of knowledge to share. In this blog post, I'll take you on a journey through my experience at TIK 2023, highlighting the key takeaways and memorable moments that made this event truly unforgettable.
An Immersive Learning Experience
The TIK 2023 event offered a diverse and thought-provoking program, packed with insightful keynote speeches, interactive future slams, and engaging panel discussions. From the opening remarks to the closing ceremony, every moment was carefully curated to provide attendees with a rich learning experience. Renowned industry experts shared their insights, shedding light on emerging trends, disruptive technologies, and strategies for driving success in a rapidly evolving business landscape.
Highlights of TIK 2023
Ethos, Logos and Pathos and the Triangle of Trust
Inspiring Keynote on Ethos, Logos and Pathos which to me was the perfect add-on to one of my evergreen concepts, the Triangle-of-Trust introduced by me esteemed colleagues Anne Morris and Frances Frei from Harvard Business School. Then triangle for trust building leadership and communication consists of authenticity, empathy and logic and thus is very well aligned with the basic principles of rhetorics presented by charming Anna Tomfeah.
How To Win the Brand Marathon
"Branding is a marathon" argued inspiring Eva Menuzzi from Trumpf company sharing with the attendees her best practice example of Brand Management and Brand Activation. She elaborated on her works on how to better understand what brand aspects are the real value drivers and decision makers. It is all about brand but in the long run one need to know which aspects of a brand are the real brand activators making the customers like and engage with your brand.
Predictive Intelligence for Digital Phenotyping
From "Data driven Management to Data driven Personas" was the journey that Cornelia Sindermann described. The digital footprint is the enabler for the next stage, digital phenotyping, in order to be able to predict customer behaviour in the context of evidence. This evidence is provided by the information gathered along the entire journeys and then evaluated and extrapolated with predictive intelligence mechanisms. Through PI-based Digital Phentyping Micro-targeting as part of Conversion-rate-Optimization (CRO, Trummer 2023) can be deployed having significant impact on the Return-on-Sales (RoS).
Data driven Personas for Conversion-optimization
Monika Niespodziany and Guido Selhorst impressively demonstrated on what impact data driven management and measurable marketing can have if applied smartly and efficiently. They showcased how they used their CRM data for updating their generic personas and through this could decrease the churn rate and significantly increase the Return-on-Marketing (ROM) as well as the entire conversion rate. Their secret of success was that "it is and was not a one-off but a change management journey!".
My Call to Action
Attending TIK 2023 was an invigorating experience that left me motivated and eager to implement the knowledge gained into my work. The event reminded me of the importance of continuous learning, staying ahead of industry trends, and embracing innovation. I encourage all professionals in my network to keep an eye out for future events like TIK, as they provide a unique platform for personal and professional growth.
In conclusion, TIK 2023 was an event that exceeded all expectations, offering an unparalleled opportunity to learn, connect, and thrive. I am grateful for the insights gained, the connections made, and the memories created. I look forward to incorporating these experiences into my career journey, and I invite you to join me in embracing the spirit of innovation and collaboration that TIK 2023 instilled in us all.
Remember, knowledge is power, and events like TIK are the catalysts for transformation and success. Stay curious, stay hungry for growth, and never stop exploring the endless possibilities that await.
