Articles

MASTERING THE CONVERSATION. Dialoguing with customers and stakeholders to handle future marketing and societal challenges 

The critical pandemic situation and the associated threat on quality of life, geopolitical crises and conflicts, a collapsing global economy, climate change, digitization and robotization, the loss of governability, or massive social inequalities… These are just a few examples of global societal issues that are raising concerns and worries worldwide and that will increasingly drive consumers’ emotions, needs, attitudes, norms and values. At the same time, however, the high dynamics and complexity of global social change fuels the desire for orientation and exchange with others who can contribute to finding meaning and an enriching, sustainable way of life. 

Marketers must emphatically engage in the conversions taking place here between the various social groups and institutions in order to understand as early and precisely as possible the direction in which customer needs and expectations are developing and how these can be met in a promising manner. At the same time, it is important to seize the opportunity to present yourself as a trustworthy dialogue partner whose ideas and suggestions the target customers willingly take up. In this way, it may also be possible to counteract the emergence of claims that cannot or should not be realized from the company's point of view. 

In this respect, one of the key challenges facing marketers is to build up and expand their willingness and ability to engage in dialogue with all vigor. Important prerequisites here are, for example, a strong reputation based on a convincing purpose and brand personality, the willingness to take a clear position even on controversial issues, and mastery of suitable (digital) technologies and social technologies in order to stay in a promising dialogue with customers and all other relevant stakeholders. 

During our conference, we will invest time and collective thinking effort to better understand this key issue that has the potential to shape the future of marketing trends. 

Submission deadlines: 

• 3 Oct. 2022 : Deadline PAPER submission 

• 3 Oct. 2022 : Deadline POSTER submission 
• 07 Nov.  2022 : Deadline DOCTORAL COLLOQUIUM application 
• 07 Nov.  2022 : Deadline IMTC BEST THESIS AWARD application 
• 07 Nov.  2022 : Deadline ELYETTE ROUX LUXURY BEST THESIS AWARD application 

More information: http://www.marketing-trends-congress.com/