Digital twins : definition, application options in the product life cycle and marketing

Germany is in the digital transformation process of the economy and society. Digital transformation influences not only production and marketing, but also the consumption and use of goods. The development and use of digital twins accelerate the digital transformation process and increase the competitiveness of the German economy. So far, the focus of research has been on the use of digital twins in the production of industrial goods. This article analyzes the use of digital twins in consumer goods marketing. For this purpose, the concept of digital twins is explained, and its use is presented over the entire life cycle of durable consumer goods. Subsequently, the possibilities of use of the digital twin in marketing will be presented and an outlook on further research fields will be given.