The growing number of AI-based tools is bringing a breakthrough to the marketing industry. Instead of AI being perceived as a threat, experts are emphasizing its role in streamlining creative and strategic work. Algorithms make it possible to automate repetitive tasks, organize data and provide new inspiration, allowing marketing teams to focus on more sophisticated aspects of communication.
The second significant trend is a return to authenticity. In an environment cluttered with content, consumers are increasingly looking for brands that communicate directly, build on true stories and present consistent values. A relational approach is also becoming increasingly important - close contact with the customer and a tone of communication that resembles a dialogue rather than a brand monologue.
Agility is becoming the third pillar of modern marketing. The pace of change in communication channels and content formats requires organisations to rapidly test new solutions, adapt and plan flexibly. Experience shows that projects implemented iteratively - with the ability to adjust direction on an ongoing basis - deliver better results than long-term, rigid strategies.
Source: PanasonicAmong the tools gaining importance are video formats, prepared in different variants and adapted to different platforms. Experts also point to the growing value of email marketing, if properly personalised. Collaboration with online creators remains one of the most trusted channels of outreach, as consumers trust recommendations from individuals more than anonymous corporate messages.
As Panasonic Connect points out, the combination of technology - particularly AI - with authentic messaging and an agile approach forms the basis of effective marketing. Companies that embrace these three principles are better prepared for the volatility of the marketplace and the expectations of today's consumers.
About Panasonic Group
Founded in 1918 and today a global leader in the development of innovative technologies and solutions for a wide range of applications in consumer electronics, housing, appliances, B2B solutions and energy worldwide, the Panasonic Group transitioned to a system of operating companies on April 1, 2022, with Panasonic Holdings Corporation serving as the holding company. The Group reported consolidated net sales of €51.6 billion (¥8,458.2 billion) for the year ended March 31, 2025. To learn more about the Panasonic Group, please visit: https://holdings.panasonic/global/
About Panasonic Connect Europe
Panasonic Connect Europe launched on October 1, 2021, creating a new agile, B2B-focused organization.With more than 400 employees and led by CEO Shusuke Aoki, the company aims to contribute to the success of its customers with innovative products and integrated systems and services - all designed to fulfill its vision of Change Work, Advance Society and Connect to Tomorrow.
Panasonic Connect Europe is headquartered in Wiesbaden and consists of the following business units:
- The Mobile Solutions Business Unit (TOUGHBOOK) provides frontline workers with safe and reliable technology solutions for mobile working, including rugged laptops and tablets.
- The Media Entertainment business unit, comprising Visual Systems Solutions, offering a range of high-brightness and reliable projectors as well as high-quality displays; and Broadcast & ProAV, offering Smart Live Production solutions from a comprehensive portfolio consisting of PTZ and system cameras, video cameras, Kairos IT/IP platform, switchers and robotic solutions that are widely used for live event capture, sports production, television and studio xR.
- Research and development focuses on software-driven supply chain solutions in real-world industrial environments, leveraging decades of expertise in electronics, artificial intelligence and robotics. The mission is to transform Panasonic Connect into a leading provider of solutions for the entire supply chain - from manufacturing to retail.
- Panasonic Factory Solutions Europe sells a wide range of smart factory solutions, including electronics manufacturing solutions, robotic and welding systems and engineering software solutions.
Source: panasonic.com