For 20 years, we have been digitalizing marketing processes in large and medium-sized companies. And in that time, we have noticed that the reasons why marketing teams are not as efficient as they’d like to be are almost always the same. One classic example is spreadsheet overload.
We compiled a list of the seven most common pitfalls for CMOs to help you avoid them.
1. They have no centralized planning
Excel and PowerPoint are still two of the most popularly used tools for campaign and budget planning – even though they were designed for entirely different purposes. The advantage of Office.
Okay, okay. Not many marketers would have sketched out their new marketing plan on a piece of parchment when the crisis hit. But you need to do far more than store marketing plans on SharePoint to become a trailblazer in digitalization. Real digital transformation means going far beyond simply introducing a couple of new tools. Companies that made use of cross-process marketing technology before the crisis were at a definite advantage when the time came to replan from scratch.
The corona crisis brought all kinds of changes. Including a substantial recession and restrictions in many areas of life. But corona led to more than.
Sexy and provocative. Comfortable and high-quality. Innovative and modern. In its 105-year history, the Palmers brand has been reinvented several times. Since “Restenkönig“ (literally translating as Surplus King) was founded in Innsbruck in 1915, only the crown in the striking green logo has remained the same. Innovative marketing and a good instinct for social trends made Palmers an iconic brand in Austria and beyond. After a phase of consolidation, Austria’s largest textile company is now back on the road to success. What can marketers learn from Palmers’ eventful history?
A World that Fits. Austria’s best-known.
The Red Dot Award jury’s statement hails Deutsche Telekom for creating a simple, puristic brand that has been consistently reinvented and developed. It manages to remain relevant for all ages, always ready to meet the zeitgeist while remaining true to itself. The “Brand of the Year 2019” award is further proof of the strategic success of the formerly nationalized telco provider Telekom. From a number 4 ranking behind Vodafone, Orange and Telecom Italia in 2008, Deutsche Telekom is now the most valuable European telecommunication brand. How did they do it? And what are the highlights of Telekom’s marketing.
Anyone who has ever spent a winter holiday in the mountains has more than likely come across the name Doppelmayr. With a market share of 60%, the former cable car construction pioneers not only lead the industry in numbers, but the Doppelmayr/Garaventa Group is also considered a spearhead of innovation within the industry, introducing new, faster, and more comfortable lifts, as well as delivering cable car technology for adventure parks, suspension railways in Las Vegas, and transportation to attractions such as the Great Wall of China. In addition, it is establishing itself in the field of alternative urban.
Here I can be myself, here I like to shop. An extremely successful slogan, inseparably linked to German drugstore chain dm. 45 years after its foundation, the company has a network of 3,500 stores in 13 countries with almost 60,000 employees. And despite stiff competition from Rossmann, Müller, and others, dm is selected again and again as one of Germany’s most popular brands, the last time in 2017. Here are some of the most important success factors of a truly sustainable company …
Götz Werner opened his first dm drugstore in Karlsruhe, Germany, in 1973. Selling toiletries in a specialized supermarket at reasonable.
Construction workers, cowboys and knights. When the German company Brandstätter launched its first Playmobil figures in 1974, the success was just as modest as the available range of figures and themes. About 3 billion produced toys later, the company, now owned by the geobra Brandstätter Foundation, supplies 100 million figures and their 40 theme worlds to 100 different countries every year. With ingenuity and a great deal of nostalgia, Playmobil has defied the crisis that has been rattling the traditional toy industry for years. What opportunities has the company seized? And what challenges are still to come?
It may.
Since its introduction in 1964, the Birkenstock sandal with its cork footbed and leather straps was considered sensible, but ultimately unfashionable footwear only donned by square family fathers, hospital personnel and anti-consumption hippies. When, in 2012, the tide turned, a hype erupted around the chunky shoe with its comfortable footbed. Since then, Birkenstock is found in all walks of life, in trendy city districts as well as on international catwalks. The latest highlight in the 245-year company history – but what are the foundations of Birkenstock’s recent success?
When Johann Adam Birkenstock started his.
Rotkäppchen (the German name of the fairy tale heroine Red Riding Hood) sparkling wine is the ultimate success story of an East German brand that has managed to emerge strengthened after the many ups and downs of 125 years of corporate history. After a low point in 1990, when the fall of the Berlin Wall also brought the traditional GDR brand to the brink of collapse almost overnight, Rotkäppchen bubbled up again within a few years to become the most popular East German champagne brand. Today, they are the leading company in the whole of Germany. How did the Freyburg company do it?
When the name Rotkäppchen appeared on.
Guerrilla marketing, sports sponsorship, content marketing. For over 30 years, Red Bull has been setting numerous milestones in marketing and branding and has become a blueprint for start-ups eager for marketing success. Why add another to the many articles that are already in circulation about Austria’s most famous brand? Rather than reproducing the usual details of the marketing genius that has made Red Bull one of the world’s most recognizable brands, we wanted to take a look at universal principles that give wings not only to the energy drink maker but also to any startup that wants to rise to the top.
Red Bull.