Customer Insight
Business meets Science: Digital Business Models and Transformation
24 September 2024, by customer insight

Photo: ci
At the ‘Digital Business Models and Transformation’ event, leading professors from northern Germany offered exciting insights into the challenges of the digital economy. One interesting contribution was the presentation by Prof Dr Mark Heitmann, who shed light on the potential of generative AI in digital marketing communication. His research shows that AI can not only develop creative communication ideas, but also tailor them specifically to the target group. Interestingly, AI-generated adverts were often perceived as more authentic than conventional photographs - an exciting outlook on future developments in marketing.
Other current topics were also at the centre of the presentations: Prof. Dr Michel Clement spoke about digital distribution systems and their influence on marketing strategies, Prof. Dr Rouven Seifert presented digital remuneration models on platforms such as Spotify or Amazon, and Prof. Dr Kai Widdecke shed light on the influence of digital touchpoints on purchasing behaviour in retail.
The event provided an excellent opportunity for exchange between academia and practice and showed how important collaboration is for the further development of digital business models. The impetus provided by the presentations invited exciting discussions and new ideas - a valuable step towards helping to shape the future of the digital economy.
Translated with DeepL.com (free version)