CONTENT IS KING

VON NADINE PELZER Die Zahl der Marketingkanäle ist in den letzten Jahren rasant gestiegen. Dabei wollen doch Google oder die Marketingabteilungen nur das eine: den richtigen Content, fein gegliedert und aufbereitet zum Weiterverarbeiten. Wie das im Handel funktioniert und was dafür notwendig ist, um vom Onboarding bis in den E-Shop den richtigen Content zum gewünschten…

GUARDIAN OF THE RECIPE

On the trail of the tradition-steeped brand history of Jägermeister BY ANJA FAHS Who isn’t familiar with the imposing stag featured on the green bottle? While the herbal liqueur was deemed suited for celebrating a successful day of hunting or as a nightcap in the 1990s, Jägermeister has become one of the most popular herbal…

BEN’S WORLD

Conversational Commerce as “The Next Big Thing” in Omnichannel BY BEN RUND My first column in The Produktkulturmagazin should be about a ‘next big thing’, I thought. For me, this big thing is clearly Conversational Commerce. Why? We have all experienced the hunt for new terms that has been taking place over the past few…

THE PSYCHOLOGY OF DATA SCIENCE

BY DR LISA-CHRISTINA WINTER In marketing, research, or product development, data science is a fixed component in various aspects of our economy. While a couple of years ago, the creation of insights by using data led to a competitive advantage, it has become a requirement to stay competitive, and most companies apply it. However, only…

SINGLE SOURCE OF TRUTH

Giving the gift of ubiquity to your assets BY JÜRGEN BURGER Do you know how much of your marketing content is duplicated in your company? Do you know which team in your company, be it marketing or communication, is the biggest consumer of your last photo shoot? And this image found on Twitter, do you…

FUTURE-ORIENTED

Insights into the digitalisation strategy of the Intersport Group BY SOPHIA BLANK All journeys start with an initial step, this is also the case for the digitalisation journey that virtually all companies have to embark on today. And Intersport – the largest medium-sized retail cooperative within the sports retail sector – is also making swift…

PERFECTLY POSITIONED

Tailor-made solutions for a successful agency BY JOACHIM FISCHER Stagnating or falling marketing budgets, a growing number of media touchpoints and shrinking marketing departments, make it impossible for many clients to meet the challenges of communication. The consequence is an increasing demand for comprehensive consultation and made-to-measure concepts designed to work on all channels.  How…

Temel Kahyaoglu in conversation with Wolfgang Wichert 

Temel Kahyaoglu, Chief Analyst TGOA, in conversation with Wolfgang Wichert, CEO of eggheads, on developments in omnichannel marketing Wolfgang Wichert has a degree in mathematics and founded eggheads GmbH in 1990. For more than 20 years, he has been developing software around the topic of product information management. As a result, Wolfgang Wichert and his eggheads rank…

FULL OF ANTICIPATION

New plans and big goals at Contentserv  BY SOPHIA BLANK Only a few days left until the end of the year, and 2018 is just around the corner with many exciting projects. However, some news can’t wait. As of November 1st, Holger Schneider has taken over as Head of Operations at Contentserv.  In our interview,…

Temel Kahyaoglu im Gespräch mit Stephan A. Nobs 

Temel Kahyaoglu, Chief Analyst TGOA, im Gespräch mit Stephan A. Nobs, CMO von BrandMaker, über Customer Engagement Vol. 2 Der gebürtige Schweizer und studierte Betriebswirt startete seine Karriere als Product Manager bei Beiersdorf. Vor seinem Wechsel zu BrandMaker hat Stephan Nobs Assetlink Europa mitgegründet und aufgebaut. Nach dem Verkauf des Unternehmens an SAS Institute verantwortete er den…

PRECISION WORK

MMC Hartmetall on the way to the digital future BY MIRJAM DEBORA MARSCHALL Tradition and modern business models have to form a symbiosis in the age of digitalisation. This becomes a balancing act for broadly-diversified companies, but it can be successfully mastered with the support of experienced partners. MMC Hartmetall GmbH is one such company,…

LIKE MY LOOK

The desired outfit with Strellson’s Like-Shop BY NADINE PELZER The Swiss fashion and lifestyle label Strellson has recognised and dealt with the growing importance of social media for company’s communication strategies for a long time. This June, they opened the world’s first online shop, where you cannot pay with money, but with likes. We talked…

FORWARD-THINKING

Inspire customers with a sustainable shopping experience BY SANDRA SKULTÉTY Today, the quality of content is more important than ever before, as potential customers are getting in touch with brands and interacting with products around the clock. Therefore, a convincing customer experience is decisive for buying and best possible quality of relevant information is the…

SPOT ON!

That’s how advertising works today BY PATRICK LINDNER Communication agencies face a Herculean task with digital transformation, because in order to accompany their customer’s digitalisation they first have to advance their own. The digital revolution not only changes how and where advertisements are now perceived, but also how all types of adverts are produced in…

Temel Kahyaoglu im Gespräch mit Rüdiger Friedrich

Temel Kahyaoglu, Chief Analyst TGOA, im Gespräch mit Rüdiger Friedrich, technischer Leiter bei eggheads, über PIM als SaaS Diplom-Ökonom Rüdiger Friedrich ist bei den eggheads als technischer Leiter für die Bereiche Projekte, Service & Support verantwortlich. Vor seinem Start bei den eggheads hat er sich mit der Entwicklung von Selbstbedienungskomponenten bei Finanz Informatik GmbH in Hannover beschäftigt….

Temel Kahyaoglu im Gespräch mit Stephan A. Nobs

Temel Kahyaoglu, Chief Analyst TGOA, im Gespräch mit Stephan A. Nobs, CMO von BrandMaker, über Customer Engagement Der gebürtige Schweizer und studierte Betriebswirt startete seine Karriere als Product Manager bei Beiersdorf. Vor seinem Wechsel zu BrandMaker hat Stephan Nobs Assetlink Europa mitgegründet und aufgebaut. Nach dem Verkauf des Unternehmens an SAS Institute verantwortete er den Bereich Business…

Temel Kahyaoglu in conversation with Dr Bernhard Gründer

Temel Kahyaoglu, Chief Analyst TGOA, in conversation with Dr Bernhard Gründer, CEO of socoto, on target-group-specific communication strategies   Dr Bernhard Gründer has a doctorate in mathematics and has been a Managing Partner at socoto Marketing Management Systems since 2000. One of his focuses is to optimally tailor advertising spending investment to the required target group in…

ETERNAL IDOLS

Depeche Mode and Hublot create a new timepiece collection BY ANJA FAHS A new tour, a new album: following the huge success of their Delta Machine Tour in 2013, Depeche Mode are back again – collaborating with Swiss luxury watch brand Hublot for the third time since 2010. The watchmaker and the post-punk pioneers have…

TRADITION-CONSCIOUS INTO THE DIGITAL AGE

The new Austrian Post eCommerce platform BY SANDY STRASSER Even the venerable Österreichische Post (Austrian Post Office) has been unable to extricate itself from digital transformation, something which has above all become evident through the dramatic fall in the number of letters it handles. Nevertheless, there has been a noticeable increase in terms of parcels…

Temel Kahyaoglu in conversation with Max Pusch

Temel Kahyaoglu, Chief Analyst TGOA, in conversation with Max Pusch, CTO of MSP AG, on semantics and data intelligence Max Pusch has been with MSP AG for more than ten years and has been on the Management Board since 2008. He has been involved in IT since 1999, when he was in retail. At MSP, he is…

Temel Kahyaoglu in conversation with Jürg Weber

Temel Kahyaoglu, Chief Analyst TGOA, in conversation with Jürg Weber, CEO censhare (Schweiz) AG, on Corporate Newsrooms Jürg Weber is the CEO, co-founder and co-owner of censhare (Schweiz) AG. Throughout his career, he has acquired in-depth experience in product management, purchasing management and sales marketing at both nationally and internationally active trading companies. During this time, he…

STEFAN SAGMEISTER

BY NADINE PELZER / SABINE STAHL What makes people really happy? This is precisely the question the acclaimed designer Stefan Sagmeister has asked himself. The very personal documentary ‘The Happy Film’ is the result of years of research and self-experiments on the way to happiness. His work inspires and fascinates, and is known for its…

Thomas Lucas-Nülle in conversation with Michael Kugler

Thomas Lucas-Nülle, Chief Analyst TGOA, in conversation with Michael Kugler, Managing Director Contentserv GmbH, about the Ability to Execute Mr. Kugler is an industrial engineer and has more than ten years’ experience in various specialist and management positions, from consulting and marketing through to product management and sales. He is regarded a pioneer in the area of Product…

Temel Kahyaoglu in conversation with Robert Schneider

Temel Kahyaoglu, Chief Analyst TGOA, in conversation with Robert Schneider, CEO w&co MediaServices, on the rising significance of integrators Since 2009, Robert Schneider has been the Managing Director at, and a shareholder in, w&co MediaServices GmbH & Co KG, a full-service media services provider based in Munich, Germany. Prior to this, he had been a manager at…

BEAUTY IN MOTION

Mercedes-Maybach luxury BY ANJA FAHS Each year in August, the world’s vintage car fan community transforms Pebble Beach in California into a superlative beauty pageant – a summit for the most exquisite classic automobiles. This year, it proved to be the perfect venue for premièring the exclusive Vision Mercedes-Maybach 6, a luxury-class coupé of the…

BORN TO RIDE

Where man and machine are one BY ANJA FAHS Every man dreams of fingering his own oily motorbike in order to make it his own custom machine. Imagine a cool garage somewhere at a beach where the sun shines and waves crash on the sand, and where the surfboard leans against the wall as it…

Temel Kahyaoglu in conversation with Saim Rolf Alkan

Temel Kahyaoglu, Chief Analyst TGOA, in conversation with  Saim Rolf Alkan CEO ax semantics about the two classes in e-commerce Saim Rolf Alkan is the CEO of ax semantics, one of the pioneers in the area of automated copywriting. Based on his many years of experience with the requirements of content production and quality as…

Temel Kahyaoglu in conversation with Markus Fuchshofen and Jörg Rewer

 Markus Fuchshofen Managing Director of bonprix Handelsgesellschaft mbH Markus Fuchshofen has been Managing Director of bonprix Handelsgesellschaft mbH since July 2016, where he is responsible for e-commerce online marketing, sales, brand and advertising. He has been working at bonprix since 1994, responsible for various areas, including the strategy development for the transition from a mail-order…

LIGHTS, CAMERA, ACTION!

Hollywood’s heroes of the silver screen BY SANDY STRASSER Many generations have grown up with the blue-and-gold logo of the American entertainment giant Warner Brothers. The company based in the Californian city of Burbank is one of the so-called “majors” – the six largest film companies in the United States. Along with Columbia Pictures, the…

SENSE OF FORM

Understanding mail-order as a precision craft BY SANDY STRASSER Delighting people with what you do is often precisely the factor that decides one’s degree of success in the catering industry, the food retail sector and the hotel and restaurant trade, among others. In addition to personal commitment, high-quality, visually-attractive presentation is also what counts here…

COMPANIONS

The search for the perfect bag BY CHRISTIAN COLMER With the right bag you can change your outfit – just like shoes. That’s why bags are women’s favourite fashion accessory. However many bags there may be in the wardrobe, few ever reach the acclaimed position of becoming a personal favourite. Simone Wiechert, founder and operator…

CLIMATE OF SUCCESS ACROSS ALL CHANNELS

New B2B marketing for high-tech champion BY DR. GUNNAR FUELLE & ALEXANDER PIRCHER Innovative products for innovative customers need contemporary and creative marketing. It is this convicition that drives the Binder GmbH, the world market leader for environmental simulation chambers, to consistently align their marketing with the omni-channel approach. The Binder GmbH, the world‘s largest…