Entries by Manfred Klaus

Why the “Internet of Things” should be part of the marketing plan

It’s a nightmare for marketing managers. Where there used to be clearly defined spheres of action, today the digital economy throws up more and more new subject areas for the agenda which have to be evaluated and, if applicable, worked into your own plan. The “Internet of Things” (IoT for short) is one of these new fields. However, before we examine the significance of the IoT for marketing, let’s quickly look at how the market is developing. Because like many other digital developments, the IoT impacts a variety of sectors and processes, and it is by no means merely a subject for techies or nerds.

Jobs for first and fast movers or: Why it’s worth working in a digital agency

“We are a young, dynamic team. The organisational structures are flat, and doors are always open. Every week there’s fresh fruit and smoothies in the canteen. And for relaxation, there’s a ball pool and table football in the leisure lounge.” Have you ever read that in a job advertisement? Once or maybe more like a hundred times? Our new generation of employees would say: “Nice”. But in my view, the arguments listed above are of less and less use as real reasons for persuading people to move to an agency.

Smartphone on wheels

Many questions will be raised when carmakers present their solutions and concepts for mobility of the future at IAA in Frankfurt in just a few days’ time: What do we do in the car if the car can soon drive itself? If the dashboard and side windows consist of screens in future, which contents do […]

2016/2017: From the winds of change to the storm of transformation

2016 represented a new high in a profound change process that is pervading our sector. This process breaks up structures, consolidates markets and is set to change our ecosystem significantly in the coming years. Marketing automation is in full swing, with advertising needing to be more relevant and context-driven for the individual in future. The […]

Facebook Messenger chatbots: a communication channel for brands?

For six months, chatbots have existed in Facebook Messenger and there are now more than 30,000 available for users. The initial hype has calmed down and now companies are wondering if bots actually have the potential to become relevant communication and distribution channels for their content. All chatbots essentially work in the same way. Users […]

The Opportunities of Digitisation

“It is time to expose the heinous nature of the phone, and condemn its many inventors.” No, this critique is not aimed at the smart phone. This is not about digital detox or the NSA. The citation comes from an 1877 edition of the New York Times. The author was already worried about the privacy […]

Successfully understand and use virtual reality

Virtual reality (VR) is unavoidable at the moment. It is one of the industry’s most discussed topics. The spectrum of devices spans from Cardboard to the Oculus Rift, and Google introduced a new VR concept called Daydream at their I/O developer conference a few days ago. The technology is market-ready, and looks for new creative […]

Instant Messenger: The new kings of communication

They already made traditional text messaging via SMS obsolete. And now instant messaging apps on smartphones are ramping up serious pressure on established social networks like Facebook and Twitter. Messaging apps have become an essential part of our private conversations. Apart from the rapidly growing install base of smartphones, their success can be attributed to […]