How important is being data-driven as opposed to creativity?"Data makes you better. Inventing and reinventing are agile collaboration processes. Whether it’s an analysis of ROI, or what the competition does, data really directs you to a better performance. Creativity is better for making a difference in the marketplace, it lets you do something unexpected and delight people with something they didn't see before. That is really hard to achieve with data."
Which is your number one marketing metric?"In the beginning it was time spent with the brand. I thought that a long interaction with the brand, would make us successful. It means you've got content which is interesting, and then you have people in your ecosystem, into the apps and so on. But service or buying something online, these are things that need to be very fast and easy. So nowadays I prefer another metric: giving people the feeling of being in the safe hands of a service brand. This is a really relevant KPI, because we want to show that we really care in all interactions."
What keeps you awake at night, Uli? "Competition from other brands. For instance, in Germany, Telefonica’s O2 invest heavily into the younger generations and youth products. That makes me think, because we as Deutsche Telekom, especially in Germany, need to have a very broad appearance in the marketplace. From young to old, rich to poor. We have different approaches and competing brands in different markets. Some have creative solutions to target younger demographics. I'm not into the Vodafone game, I'm more into the O2 game. We all know each other and it's a very friendly competition. I enjoy that."
With so many brands in so many countries, how do you keep focused?"Market research. We're getting information every month from all brands in all countries. Then, as a brand guy, you have to decide about the next step: where are you going to lead the brand next? Right now, we have to be empathetic and very close to the customers. But when exactly do we reach the turning point, when we are getting into something fun and euphoric? Will there be an overreaction when everything is open again and everybody is vaccinated? In that respect, the post-pandemic period we’re now entering will be very interesting."
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Angela RicardoWe won’t stop until everyone is connected –
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