Business stories Interviews

Managing Director Patrick Wind “Traditional Offline Marketing however, will always play an important role in our Omni-Channel Reality”

Patrick Wind
Managing Director at AdsAccelerator.com
Forbes 30 under 30 in Media & Marketing 2019
University Lecturer for Social Paid Media at IESE, ESADE & La Salle Barcelona as well as WU Vienna

ABOUT BASE CONFERENCE
You are a keynote speaker at BASE Conference. What are you going to talk about?

Thanks to my background of over 6 years in the Online Marketing Industry, I will have the honor to share my insights on the future trends in this rapidly changing digital environment with the audience.

“Traditional Offline Marketing however, will always play an important role in our Omni-Channel Reality”

 

You are living in Barcelona but travelling around the world doing conferences and consulting your customers. How did you position yourself as an expert on digital marketing?
Creating a personal brand as Digital Marketing Expert needs the same mindset as creating any other kind of brand, for example in the eCommerce Industry. And these brand are typically created by a clear branding strategy behind, a lot of hard work in the execution plus quite a bit of luck as well. In my case, investing over 3,000,000€ for more than 120 brands in Digital Marketing, teaching these learnings at Europes Top Business Universities and eventually, the nomination in the Forbes 30 under 30 list in Media & Marketing really helped me a lot to boost my personal brand throughout the last years.

ABOUT MARKETING
Marketing is always evolving, what were the main developments when comparing ‘old marketing’ such as flyers with the new marketing? How do you think innovation and the digital world has influenced this change? Do you believe, flyers, magazines etc. will eventually disappear as marketing tools?

Well, the biggest revolution was definitely that we have arrived in the age of BIG DATA. Based on pretty complex machine learning algorithms we are now able to laser sharp target people for example on Facebook & Instagram based on over 35,000 data points of their past online but also offline behavior. Traditional “Offline” Marketing however, will always play an important role in our Omni-Channel Reality as we will never completely disappear from the physical world into the digital world. Therefore we will always be targets for offline exposure.

Apart from the innovation and start-up world, many companies still believe have problems with adapting their business into this new digital world of advertising, as an aged business, what would be the receipt for getting in the headlines of the Instagram/Facebook advertising world.

“On Social Media can be segmented intro 3 areas: Teach something, Inspire them or at least entertain with humor”

 

How strong is the influence of reviews for e-commerce, what are the main advantages and what are the main disadvantages of reviews, for a business perspective?
When it comes to Facebook & Instagram there is very easy recipe for long term success: Please stop to be boring or not adding any kind of value to your audience! People are completely overloaded by irrelevant information and what they rather look for on Social Media can be segmented intro 3 areas: Teach something, Inspire them or at least entertain with humor. So, if your content does not fall in any of these 3 categories, you should rethink your social media strategy immediately.

“You could target all buyers of these products, exactly 2,5 months after their purchase to be right there with your ad for the next purchase”

 

How about hacks and e-commerce? How can you increase the CRM (Customer Relationship Marketing) if customers have only contact via phone, internet or web care?
One of my favorite hacks in this regard are predefined customer journey paths that you can build in into your eMail Marketing campaign as well as on all the other channels that you play. This could mean for example if you sell skincare products online and you now that the typical facial lotion of 100ml last for 3 months with normal usage, than you could target all buyers of these products, exactly 2,5 months after their purchase to be right there with your ad for the next purchase of a skincare product, when they feel a true need for that.

More business release, co-working is necessary, what benefits can business to business gain from e-commerce, how would marketing your business online could fit in? How to show the outside world and notify them?
In 2019 a 100% focus on the digital world is a rather risky bet for your eCommerce. All the big eCommerce Brands in Europe currently implement their offline strategies to open up a long-term multi-channel strategy. This gives them on the one hand planning-security and on the other hand helps them to not depend so much anymore on the ever increasing CPMs of all the different adverting platforms throughout the internet.

“100% focus on the digital world is a rather risky bet for your eCommerce”

 

ABOUT LIFE
How do your mornings look like?

Sunny, because I live in Barcelona! 🌞 Besides that I wake up next to my wonderful fiancee, have breakfast together with her, write 5minutes in my gratitude journal and start the day with a 90min active pomodoro work session with my eMail & WhatsApp still deactivated to avoid distractions.

What’s the best music you have ever listened?
The sound of my eMail notification when a sale comes in. Bing. Bing. Bing. That’s true music in my ears. 😉

What are you doing in your spare time and weekends?
2/4 weekends I actually work Saturday & Sunday with just small breaks to get some fresh air. The other weekend I like to spend mainly with my fiancee and our family, or playing beach volleyball with our friends and colleagues.

Books recommended by Patrick Wind:

Meet Patrick, on 29th of May 2019, the first BASE conference will be held in Amsterdam, The Netherlands. BASE stands for Build, Advance, Sustain, Elevate and it is their mission is to create an exclusive, boutique conference that help and supports startups and SMEs to gain knowledge needed to scale up while building connections and getting inspired by experts in the field. We have a special discount price of 50% for KNOWCO members. Please enter  (CODE KnowCo50) when you buy your tickets here.

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