Innovation marketing – the customer in focus

In innovation management, marketing starts very early in the process. In contrast to classical marketing, marketing does not begin with the finalisation of the project, but with the brainstorming process. Rather, it is necessary to communicate throughout the entire innovation process right from the start in order to place market-changing developments with the customer at an early stage.

Innovation marketing is necessary in order to optimally absorb the constantly changing consumer needs and dynamic market conditions. Successful innovations usually combine both a so-called market-pull, i.e. the needs of the market and the target group, and a technology-push, i.e. the possibilities of new technologies.

In order to optimally communicate the advantages for the customer and to tune him in to the innovations of the technologies, it is the task of innovation marketing to put oneself in the shoes of the customer and to ask oneself in all marketing processes what distinguishes one’s own innovation and sets it apart from the competition. The added value of the customer and the advantages offered, such as speed or individuality, are decisive.

Due to the large uncertainty factor that most innovations bring with them, most innovations require special confidence-building measures in communication.


Often the following competencies are therefore used in corporate communications:

  • Call, image and awareness of the company
  • Testimonials, customers and feedback from customers
  • Representative statistical figures that increase confidence in the new product or company
  • In the case of services, aspects such as academic titles, book publications and other publications are also relevant
  • Awards and prizes are also confidence-building measures


The basic rule for innovations is that you have to make (future) customers want your own innovation. New ideas are always unique and often groundbreaking, but at the same time still very unknown. Marketing must therefore make customers want to learn more. Creativity is in demand in innovation marketing…

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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