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Connected Retail for Real
Plan.NetHere is a supermarket with no queues at the checkout; no need to line up your items at the till. So you just go into the store, stick whatever you want into a shopping bag and go? With Amazon Go at the end of last year, Amazon transformed what stressed-out shoppers the world over dream […]
The Hunger for True Stories or: “No More Fairy Tales!”
ServiceplanMarketing has been a major feature in recruitment for a long time and storytelling is surely the latest in a series of buzzwords, after authenticity and content marketing, used to provide a working description of this new trend. “Telling stories” sells well – and not just in a sales situation. The way information is consumed […]
Business is becoming increasingly digitalised and more international
Group, ServiceplanFlorian Haller, CEO of the Serviceplan Group, explains in an interview with Marketing Review St. Gallen on how the agency group is positioned and on current developments in marketing. He was interviewed by Sven Reinecke, Director of the Institute for Marketing at the University of St. Gallen and Friedrich M. Kirn, CEO of MIM Marken […]
I love this Samsung Gear VR Ad
GroupIt’s refreshing to see the new ad for the Samsung Gear VR that focuses on VR’s ability to let the viewer experience something rather than just watch a piece of content.
Three new routes to brand management
Group, ServiceplanWhen brands become communicative self-starters without classic advertising. Tesla, MyMüsli or Westwing have shown us how it’s done At one time, the advertising world was highly predictable. Three things formed the pillars of plannable marketing success: a big budget, extensive reach and clear positioning. This classic mix is certainly not outdated if someone wants to […]
Three golden rules for digital change
Group, ServiceplanJust to get it out of the way right now: I don’t like buzzwords. They are like annoying mayflies that seize our attention but serve no useful purpose. Their intrusive buzzing makes it more difficult to formulate clear thoughts. And too many mayflies at once block our view of what really matters. That’s why I’m […]
Mobile Relevance vs. Reactance
MediaplusThe time has come: for the first time, mobile (49.7 percent) has globally overtaken desktop traffic (45.2 percent). (Mobile traffic mainly refers to smartphones, since the traffic with tablets is just 5 percent.) In Germany, the situation looks somewhat different: desktop traffic (62.8 percent) still dominates in use and mobile here is “only” at about […]
Pepsi: 5 reasons why the soft drinks giant ended up in hot water
ServiceplanCompanies often feel the need to claim that their products will make everyone happy, young, slim or sexy. That’s why I actually quite like it when they decide to promote values such as non-violence, diversity and freedom instead. In an era in which rabble-rousers abound and entire nations are being barred entry to other countries, […]
The green inclined consumer
Serviceplan“Manufacturer of sustainable products seeks solvent consumers with an interest in green issues.” This looks like a classified ad, bringing green producers and consumers together. Unfortunately, classified ads are out of fashion and those who buy green products are often very different from what many people think. So where do you find green consumers? And […]
Brexit will force Europe to redefine its role
ServiceplanI must admit that I am biased. To me, the concept of a united Europe is the most beautiful vision to have been developed after World War II. The EU is the means of making this vision a reality where we can enjoy free trade, borderless mobility, pan-European education programmes and standards such as Erasmus […]