Christian Flaschka, global marketing expert at Markem-Imaje in Barcelona, recently joined Carlota Pico to discuss innovation, industrial automation marketing and the changing nature of communication during the COVID-19 crisis. He also offered some key insights into localization, professional development and the importance of creativity and risk.

You can watch the full conversation in the video above or on YouTube, listen to the podcast on Apple and Spotify, and read our recap below.

Key takeaways

  • Industrial automation marketing is centered on technical solutions and specific product information. Promotional campaigns tend to have a more personal focus, unlike in consumer marketing, where the focus is primarily on sales.
  • Marketing campaigns expand through innovation and originality; creating a new approach and strategy can be the key to success. Make sure you stay up to date on the latest trends and emerging platforms.
  • The pandemic has required companies to organize digital webinars and networking events, such as Markem-Imaje’s virtual trade shows. This year has proven that it’s always wise to have a virtual backup plan—and digital marketing is the future.
  • Localization is key to global marketing campaigns, and it’s more than just translation. You must always consider cultural differences and how consumers’ expectations might vary between countries and continents, and adapt your campaigns accordingly.
  • Graduating with a marketing degree doesn’t necessarily provide you with the perfect skill set. Taking risks, communicating between company departments and actively interacting with colleagues are all essential to gain expertise and develop your career.

Be creative and try to have your own ideas. Don’t be intimidated by other people’s ideas.

Rapid-fire recs

What’s an app or tool that you can’t work without?

I only recently discovered Audible, which I use to listen to audiobooks while walking or traveling. It allows you to develop your knowledge during moments where you usually wouldn’t have the opportunity.

A marketing influencer who you follow?

I follow a very good friend of mine, Xavi Badia, who’s a great marketer with lots of experience in radio and podcasts. He has great energy and understands the importance of culture, preparation and persistence.

A valuable resource, event or group?

In general, digital trade shows and webinars are essential for networking and professional development during the COVID-19 pandemic, as are social media platforms like Facebook, LinkedIn and Instagram.

Connect with Christian and Carlota on LinkedIn.

For more insights from global marketing experts, check out:

Taking your brand global – Elena Romera, international marketing expert

Really get to know your customer – Teodora Takacs, EMEA marketing director

Leverage multichannel marketing – Fabio Peyer, EMEA senior marketing manager

To see the full transcript, click on page number 2 below.