Ross Berntson, President and CEO, Indium Corporation

Will you be launching new products or services in 2025?
We have made strategic adjustments for 2025 that are tailored to the current circumstances. We have also expanded our digital expertise to include additional specific services with the aim of accessing new sectors that are more resilient to crises. These measures form the cornerstone of a comprehensive range of services that we can use to provide our customers with the best possible support in a constantly changing market environment.

Is your company using Artificial Intelligence (AI) tools?
The targeted use of AI-based tools allows us to make selected marketing measures even more effective. For example, AI supports us in target group analysis, keyword strategy and performance measurement.

Have supply chain shortages been resolved and are you able to hire skilled workers?
We didn't experience supply chain shortages in marketing, but we faced other challenges in providing holistic digital communication for our customers. By combining LinkedIn campaigns, newsletter communication and lead info evaluations, we create an optimal basis for lead generation. Google Ads are also playing a central role, since they ensure targeted visibility for our customers. With well-thought-out strategies, optimized ads and a consistent focus on the target group, we can address technical topics in the relevant customer groups efficiently and sustainably, even without hiring additional employees.

What is the outlook for your business in 2025?
Market observers are predicting that the markets will become more dynamic again from the second quarter of 2025. Nevertheless, we are convinced that the current crisis will bring about deep and lasting changes, particularly in the marketing and communication sector. For example, a significant shift towards digital communication is currently taking place. This is a trend that will also fundamentally change the way we do sales in the future. Companies that do not adapt to this transformation in good time will face major challenges in the years to come. However, we feel well equipped to actively shape the changes that are to be expected.