This is the recommendation of Daniel Schwing, Head of Clients at Ströer, who considers the customer-centricity of products and solutions to be particularly important. In our interview, he talks about the significance of communication in reaching people as mobility behaviour needs to change in the near future and taking them along on this journey of transformation.
What will happen if we don´t shift our mobility behaviour?
DS: I have the feeling that this question no longer arises because we are in the midst of a process of change. Also, because the relevant majority has understood that there is no alternative to counteracting climate change. In this context, I think it is important to take people along with us on this journey. We can only achieve this through good communication. Why don’t we awaken a hunger for sustainable innovations that, despite the seriousness of the subject, makes people enjoy new developments.
What do we have to radically invent, improve or change to realize the turnaround in transport policy?
DS: A German Silicon Valley seems to remain an illusion, but perhaps we can find our own way to achieve similar success. For business models, whether start-ups or traditional global players, to pay off, it is not enough that the development exists. The technology must be explained, communicated, and staged. Communication is a sales accelerator.
What is the most hyped buzzword in terms of mobility which has in your opinion no impact on the real issues of mobility?
DS: This is a difficult question, since some topics only emerge as important impulses with a longer time horizon. Change means change and always requires the courage of all those involved to tread new paths and try things out, even if they ultimately do not turn out to be the desired solution in their original form.
What is the first thing that comes to your mind when you hear the word “mobility”?
DS: The worst part of every sports course (laugh).
What will be the most important thing in 10 years associated with “mobility” that comes to your mind?
DS: 11 years ago, I was involved in a project of the city of Stuttgart and the state of Baden-Württemberg for my employer at that time, to illuminate the future of mobility and make it tangible. At that time, Mercedes-Benz was still focusing on the fuel cell, many other OEMs were in “concept car” status. Only Tesla was able to provide a freely purchasable and autonomous, purely electrically drivable vehicle. So where do we stand now? In addition to technical progress, the change in mobility usage behavior will play a decisive role in my eyes.
Why is communication fundamentally important to shape the future of mobility?
DS: With all the technical progress and newly created possibilities, we must not forget the consumer. At the end of a long development and implementation process, consumers decide which solution they will use. The digitalization of communication creates new opportunities for companies to reach their consumers in a targeted manner and create brand awareness in a world of increased competition and information overload.
What is the greatest mobility challenge for Ströer and for your sector industry these days?
DS: The biggest challenge would be a massive drop in mobility. But the opposite is the case; for us, this means increasing reach. The simultaneous digitization of the road offers the opportunity to reach the relevant target group on their routes at the right time, in the right place with the right message.
Which mobility best cases particularly impress you and why?
DS: The efforts of OEMs, among others, to build an ecosystem around people. We, too, have built an ecosystem, consisting of (D)OOH & online, around people, in order to accompany and address them with communications throughout the course of the day. I’m curious to see if, and if so how, a possible Apple Car can take this idea to a new level. Perhaps you would have to ask me this question again at this point.