Top Story

e4m_logo.png

Home >> Digital >> Article

Innovation starts with empathy: Alexander Schlaubitz VP Global Marketing Lufthansa

04-March-2016
Font Size   16
Share
Innovation starts with empathy: Alexander Schlaubitz VP Global Marketing Lufthansa

At the ongoing ad:tech 2016 conference in New Delhi, Alexander Schlaubitz, Vice President Global Marketing of Lufthansa in his key address spoke on the topic ‘Creating customer value through empathy.’

While he stated ‘empathy’ to be an alien term for marketers, he stressed on the importance of it towards building an impressive image of a brand to its consumers. Customer empathy is necessary as it helps you understand their emotional journey as they indulge in a business with you.

In his presentation Schlaubitz shared some key issues of the trade at an abstract level like nurturing ideas that are unforeseen and readiness to contest conservative wisdom and explore new opportunities.

He rightly put it as “innovation starts with empathy. ”He further added, “There are three kinds of people at the airport: excited, nervous and sad. Empathy for all three is our goal.” For an aircraft carrier like Lufthansa that flies to hundreds of cities worldwide every day, customer empathy is a crucial tool to gauge the local dynamics – specific needs, criteria and unexpected demands that customers may have. Empathy towards consumers is the first step to understand the diversity of the myriad customers that Lufthansa has.

These factors are an importance reason for different companies becoming uniform in front of a consumer. “90% of passenger experience is becoming homogenised across carriers today,” Schlaubitz said, “Airplanes have started to look alike, so do marketing campaigns. But how to stand out is the key!” Digital media campaigns, hence, play a larger role in shaping up a brand’s façade towards an audience that is always on the lookout for greater value for their money.

“We try to do what's best from each market & find additional amount of innovation for our customers. We enrich travel experience at Lufthansa.” While stating the importance of consumer comfort Schlaubitz said that the effect of consumer empathy goes beyond advertising and digital media campaigns. It is essential to incorporate these principles into practice for a brand to live up to initial expectations, and as a result, empathy must be spread across employees, employer practices and the entire organization as a whole. He said, “It goes beyond mobile, even beyond digital. Categorise consumers on their basic necessities and comfort.”

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...