Entries by Alexander Turtschan

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The inside story x 3: Masses of media instead of mass media – is the age of nationwide viewing over?

From a marketing perspective, fragmented consumer use of media means that there are now an unmanageable number of touchpoints in the consumer journey. This development has been exacerbated by the long-standing trend towards maximum personalisation of consumers’ life plans, with high demand for products and services that are personally relevant. “One size fits all” has long been a thing of the past.

7. January 2019 by
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The inside story x 3: “Once upon a time on Snapchat” – the triumph of the online story function

What will we remember in a few years’ time when we look back on the internet of the late 2010s? Snapchat should be one of the first things that comes to mind. The quirky messaging app with the cute ghost, the user-friendliness of an ordinary SAP installation and the innovative augmented-reality lenses, which have convinced millions of adults that selfies with dog and cat faces are socially acceptable, even for those in their mid twenties.

18. October 2018 by
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Single screen, multi-screen, no screen?

At the end of 2016, Gartner published a bold prediction: by 2020 30% of web browsing sessions would be done without a screen. The main driver behind this push into a screenless future would be young and tech savvy target groups fully embracing digital assistants like Siri and Google assistant on mobile, Microsoft’s Cortana and Amazon’s Echo. While 30% still feels slightly optimistic mid 2018, the vision of an increasingly screenless internet becomes more and more realistic every day. The adoption rate of smart speakers 3 years after launch is outpacing the smartphone adoption rate in the United States. And what’s maybe most surprising, it isn’t only the young early adopter crowd that is behind this success story, but parents and families. Interacting with technology seamlessly and naturally through conversation is making digital services more attractive to a wider range of consumers.

31. May 2018 by
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SXSW 2018 Preview

On the face of it, the SXSW is a pretty poor deal. You spend 12 hours on a plane and then rush around downtown Austin with 30,000 other lunatics for a week to listen to lectures and panels in air-conditioned 80s-style conference rooms. Doesn’t sound very inspiring. For me, the conference is nevertheless one of the absolute highlights of the year, because you’d be hard pressed to find a higher concentration of excellent speakers on current trends in the digital world. Read about the topics and lectures I am particularly looking forward to below.

2. March 2018 by
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Twitch your Brand? Check this out!

Who remembers the Old Spice Man? In 2010 the actor Isaiah Mustafa conquered the net with lots of charm and his good looks, and Wieden + Kennedy set a milestone with the Old Spice campaign Smell like a Man, Man in terms of content marketing and the social web. In addition to an excellent creative […]

17. April 2015 by