Jürgen Scharrer, editor-in-chief of the German influential advertising trade magazine, published a most favorable article, sparked by the decision to quit his executive position at Interactive Media. A sentence by author Thomas Palzer comes to mind “There is nothing that wouldn’t prove worthwhile leaving”.
The German market has looked the other way before facing reality for too long, giving in to the illusion to own the premium display section. They took for granted: The world’s Googles are concentrating on performance, and we are not overly interested in small change. Years ago I have pointed out, that that’s not all. Alas, it’s what happened during the past two years. Google wants to get their hands around branding budgets, consequently they are recruiting the right people.
Today the growth of online markets is driven by global players more strongly than by local marketers.
In particular with data, Germany has to pull itself together and form larger alliances to be ready to oppose global players. We need a data platform of our own carried out by a larger alliance. Globaly we can’t compete with Google, that is for sure. I am however convinced that there is room for powerful local players in the German market.
- Anything that can be standardised, is being driven by technology, data and good inventory. The big question is: How can we achieve brilliant data quality in a fragmented multi device world?
We are exiting a phase, in which the media agencies had the say. At the center of attention where media optimisation and media efficiency. This can’t be all and many big media people have started to pay attention. What is now consuming us, is to tell relevant brand stories, it’s about story telling. I am convinced, the German market will be driven by marketing orientation not media orientation. This shift in strategy is overdue.
German Telecom Google Interactive Media Jürgen Scharrer marketing oriented not media oriented Matthias Schmidt-Pfitzner online marketing in Germany Philip Missler quality data storytelling technology Thomas Palzer