Innovation in marketing – 3 tips for companies and marketers

Our world is flooded with information. Whether videos, podcasts or posters, thousands of advertising messages come down on us every day. It is therefore becoming increasingly difficult for companies to stand out from the crowd, because megatrends such as globalisation mean that competition is no longer just national, but international. It is therefore important to break new ground and to constantly reinvent oneself in advertising messages.

1. courage to be creative

In order to attract attention with its brand message, it is necessary to break new ground. It’s written so simply, but in reality it takes a lot of work. Marketing is not only the art of presenting your company in the best light, you have to juggle consumer needs and brand to create an appealing and unique mix. It would be best if it were still viral. The number of failed advertising campaigns in which companies have completely missed the target group is so diverse that one must say that this strategy can be enjoyed with caution, but can also be very successful, as the advertising of the technology dealer CONRAD proves.


The most honest Christmas spot in the world (Source: Conrad)


That only works if you have the courage to take a risk. Think about how to make your product or company stand out from the crowd in an innovative campaign. Marketing departments must have the courage to leave their own comfort zone. While this courage can hurt, it often results in unique and successful campaigns that attract attention and highlight the company.

Tip: As entrepreneurs, you should encourage creativity in your company. Reward employees for good and unique ideas and make them want more.


2. marketing as a business task

The classic hierarchies in companies are often a thing of the past in today’s management. Decentralized working methods and a collegial approach have meanwhile been copied from the startups, even in the largest companies. However, in spite of all this, the strict separation of the individual departments remains in place. As a consequence, some valuable potential is lost along the way.

In order to reach the customer, one must put oneself in their place and this is not always possible with the glasses of the marketing expert. One method to come up with new campaign ideas is the use of Design Thinking.


“Design Thinking breaks down the silos and gives people permission to be creative.” – Toddi Gutner, Cornell Tech


Use the innovative method of brainstorming to come up with completely new and unusual ideas for your marketing. The decisive factor is the interdisciplinary composition of your team. For new stories and formats it is beneficial to recruit employees from all departments and hierarchies. This way, these members can enrich the Design Thinking Workshop with their unbiased view of the marketing tools and come up with more creative and appealing results.

Tip: The principle of design thinking is value-free brainstorming. Resist therefore the immediate evaluation of the ideas, but approach them openly to the possible advertising messages.


3. new technologies for new markets

The innovative technologies that can inspire marketing is nothing new to the readers of my blog. Whether by Chatbots, Augmented Reality or Virtual Reality, there are hardly any limits to the creativity of marketing in terms of new means of communication. Partly with a drastic effect. Thus immersive media, such as AR and VR, make it easier than ever to convey emotions.


A Virtual Honeymoon to London and Hawaii (Source: Marriott Hotels)


Chatbots bring customers and companies closer together. Of course, as in all innovation processes, it is important to find the best corporate innovation fit. But once a company has found the optimal technology for its message, it stands out from the market flooded with information. This requires a little courage and creativity, but it will be worth the effort.

Tip: Visit Fairs and Meetups, learn about new technologies and experiment in SMALL. This allows you to quickly identify the strengths and weaknesses of the individual components and make a decision.


Innovation is never simple. It takes patience, courage and the right team. But once a company has successfully implemented the change, placed its trust in the right partners and technologies and transferred its brand management into the next century, it can only be worthwhile, both in terms of reputation and often also in terms of sales.

Alexander Pinker
Alexander Pinker
Alexander Pinker is an innovation profiler, future strategist and media expert who helps companies understand the opportunities behind technologies such as artificial intelligence for the next five to ten years. He is the founder of the consulting firm "Alexander Pinker - Innovation Profiling", the innovation marketing agency "innovate! communication" and the news platform "Medialist Innovation". He is also the author of three books and a lecturer at the Technical University of Würzburg-Schweinfurt.

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