First of all please excuse that this article is in German. It’s based on an open letter to the digital industry with a focus on german speaking region. — Christian Meyer ist Senior Media Manager Europe und Head of Digital bei der Theo Müller Gruppe. Sein offener Brief vom 1. September 2016 hat einige Gemüter erregt…und dies kurz vor dem wichtigsten Event in der Branche, der DMEXCO.
Personas are fictitious people and the typical user which holds important characteristics of your target group. The questions is, if we need personas at a time everyone is talking about 1:1 marketing? Personas are a user model to describe a target group. Target groups are a set instrument since many years. Adobe is one of […]
Day by day we read many articles about digital strategies, visions and so on…. This is theory! But how do you bring “Digital Transformation” to the road?
Real-Time Bidding (RTB) is in the whole world. Everyone is talking about it and it’s the basic “technology” for Programmatic Advertising, Real-Time Advertising (RTA) or however you call it. The question is if we really need real-time!? Let’s look back. Before RTB it was a massive workload to place and change campaigns. With RTB we […]
Are you still confused if you listen to different people who all knows what “Performance Marketing” is and all talk about different things? Do you think then this is just another buzzword if you hear words like RTB, RTA, Performance Advertising, Programmatic Buying, etc.? Performance Marketing is nothing new, but it changed with the amount of […]
A new buzz-word which is very old is coming up: UX or User Experience What does this means? What’s behind this and why has it a new importance? UX is originally coming from software development. Within the digital age it get a much more powerful importance. We need to differentiate between 2 things, on the […]
Marketing is the new sales and data the new marketing! …but webanalytics vendors like, Google Analytics, IBM, Adobe, Webtrends, Webtrekk or others need to reshape their product. The future of marketing is data driven and combines more then online data. Webanalytics like we know it today will die and will be integrated or taken over […]
The digital landscape is changing. Changing is our personal way to communicate and how we consume information. More and more is digital and marketers have more and more data about us which they can use for their marketing communication. The question is what is the best digital marketing solution? First of all: There is no […]
“It’s not just what you say, but how (and when and where) you say it that matters in B2B marketing. Targeting potential buyers at the wrong time can prove detrimental to a business relationship.”