DE EN

SETTING NEW ONLINE MARCOMM STANDARDS WITH MA.X

THE DIGITAL PLATFORM FOR FUTURE-ORIENTED BRAND COMMUNICATION - WHAT ARE CRITICAL SUCCESS FACTORS?

Many of our customers are facing the issue: What can I or should I do with my brand in troubled times? How can I address my stakeholders in the digital world in a way that is up to my brand’s but also to efficiency and sustainability standards?

The pandemic has changed the way we communicate, but we also know that there's no substitute for human contact. The question is: How to manage the right balance between online and offline? In many companies, there are many brand representatives keen to speak with one voice but in a customer-centric way. They have a hard time doing so simultaneously across a wide range of channels and touchpoints...

We offer communication in space and digital to our demanding customers and have developed an innovative solution to this problem: A tool for modern marcomms that meets all needs centrally, sustainably and digitally. MA.X!

MA.X is the flagship and permanent meeting point of your brand in the virtual space and the "digital twin" of your showrooms, your trade show booths or your event activities. The platform effectively transfers face-to-face contacts into a 3D world. The result is a real synergy between analogue and digital brand experiences.

In a white paper, our brand experience specialist Vincent Bénard identifies the essential requirements for a successful digital brand staging. Indeed: technical, ergonomic and security considerations request an expert approach to successfully master the challenges of brand storytelling in post-covid time in the digital world.

CRITERIA FOR ASSESSING DIGITAL PLATFORMS IN PRACTICE

1. From the technical point of view, any digital platform should fulfill sine-qua-non criteria:
FLEXIBILITY
modularity, scalability
OPENNESS
compatibility with existing and future systems of the company, content availability for cross-channel multiplier effect
SECURITY
data protection
GRANULARITY
possibility to adapt access rights and content / language to the target audience (users profi les, campaigns, region)
2. Although most companies have continuously had a hard time fulfilling them, the marketing criteria are:
EXPERIENCE
is superior to functionality alone in generating brand binding, buying decision and (price) acceptance (experience > having)
CONSISTENCY
is essential to brand value creation and upkeep
INTEGRATION
(„speaking with one voice“) is key to both consistency and effi ciency
RELEVANCE
is the pre-requisite of any brand-binding
3. This feature closes the loop and makes the digital platform a permanent improvement tool for the marcomms team and the company at large:
GENERATION OF DATA
regarding the uses of the platform, the interests and needs of the users should be the direct outcome of combining adequately the technical and marketing criteria.
4. Corporate Citizenship: Finally, there is both a moral and a financial obligation for marketers to foster
SUSTAINABILITY
the efficient use of resources, as well as
DIGITALISATION
FIND OUT FOR YOURSELF!
TECHNICAL CRITERIA
  • Flexibility
  • Openness
  • Security
  • Granularity
MARCOMMS CRITERIA
  • Experience
  • Consistency
  • Integration
  • Relevance
PERMANENT IMPROVEMENT
  • Live and aggregate data generation
Corporate Citizenship
  • Sustainability
  • Digitalisation
ABOUT THE AUTHOR

Vincent Benard is a Brand Comms expert. He has led the Exhibitions and Internal Comms of the Airbus Group as well as the Internal Comms of the European Patent Office. Now he leads the Strategy and Brand Experience of VRPE. Vincent is a trilingual, creative and entrepreneurial mind with a lot of international experience.

Contact

Virtuality that convinces - Do you have any questions or need assistance?

MARC MATERN
Business Development, Marketing PR
+49 8102 89 67 13

m.matern@vrpe.de

The digital platform MA.X uses BASE.4, a product of our partner company and software expert stage for comms. BASE.4 is an individual CMS including custom made technology to implement all functions, modules and services.

www.stage-for-comms.de