Esther Busch

Managing Partner, Mediaplus Köln und Mediaplus Geo Intelligence


Two of the mega marketing trends remain: contextual and customer centricity. What does this mean for media? Both trends must be served by real-time media and geo intelligence. At the same time, we are required to operate and display these via all touch points in a demand-oriented manner and to be close to the consumer in real time.

The fragmentation caused by digitisation and the increasing amount of data that we all leave behind holds a huge treasure trove that is still used far too little. Contextually and in real time, we can thus create much more relevance in terms of content, because we take into account and focus on the local needs and particularities, as well as people’s mentalities. A different message is needed in Hamburg than in Munich. The approach in Cologne must be different from the one in Düsseldorf. If we are already diversifying target groups and reaching them through targeting, then translation into the region is an absolute necessity. Geo intelligence can do this and much more: In addition to media planning, our customers also need more and more support with profitability forecasts, screening of existing POS and sales areas as well as support with their expansion plans.

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