TLDR: The communications teams of our clients Bosch and Merck win 3 German online communications awards. Even though we are not an agency - we hope our analysis and forecast data have given one or two pointers as to what attractive, relevant and effective communication can look like in times of fragmented media use. And how to promote them as efficiently as possible. We predict: keep it up!
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Forecast: Voice input is the end for FMCG brands
TLDR: With forecasts, they are fantastic when they predict the results of almost every campaign with pinpoint accuracy. They are less wonderful when it comes to the demise of big consumer brands. Do marketers have to imagine THAT? Yes.
Data protection AND marketing clouds? Go!
TLDR: The EU General Data Protection Regulation will come into force in 2018. Data protection violations can then cost up to EUR 20 million or 4% of annual sales. Does this spell the end of data-driven marketing? Not at all. If you don't let yourself be swayed by the doomsday incantations of ad tech experts, but respect data protection and approach it professionally, you can take off.
"Adblock traffic" - nothing more than digital trespassing
Our commentary from March on the ad tech industry's technical war against users has now also found its way into the current Horizont. The article is not only about data protection, but also about the future of the ad tech industry. It should see its legal regulation as an opportunity.
Digital investment trends: Start ups - off to safety technology!
Second black box law: The more digital measurement data generates cash, the more intense the battle for data sovereignty. One picture shows what the digital economy will be about in the future, beyond all the hype talk. Most venture capital is going into cyber security (contemporary name for military technology), securing cloud services, defending against fraud. This sector is twice as big as autonomous driving and mapping services, for example. Any questions?