The theme “Next Level Marketing” drives marketing and communication decision makers and was therefore the motto of the 44th German Marketing Day in Frankfurt on November 23.

Globeone was there with a local team and was able to see how difficult digital change is for all those companies that did not set out with a purely digital business model. Much seems to be possible, but the “retrofitting” of traditional business models continues to be difficult because this often leads to large parts of the familiar business model being thrown overboard or at least undergoing drastic cultural change. However, the silos between marketing, sales, various business units and traditional communication disciplines still stand in the way of this change. And so, despite all the enthusiasm about automation, smart data, artificial intelligence, predictive targeting, chat bots and voice recognition, there were also some admonishing voices.

“Information Overload – An extremely fragmented range of “digital solutions” makes life difficult for marketing decision-makers. At the beginning there must always be the question of what you want to achieve and not the technical solution.”