Retailing is in crisis to a large extent — and not just since the pandemic. Although the majority of sales are still generated in local stores, the online share continues to grow and the frequency in stores is falling, especially in less exclusive locations. According to the German Trade Association (HDE), online grew by 1.6 percentage points last year to a total of 12.4 percent — a record growth.
“Even the most sophisticated media strategy can be ruined by poor creatives.” A harsh verdict and yet the truth in the highly competitive advertising market. The success of a campaign no longer depends only on cleverly designed media plans, but to a large extent on the quality of the creatives. But why is that so?
Most of us automatically combine branding measures with large-scale TV campaigns, radio, large-scale outdoor advertising or sponsorships in top-class sports. But even digitally, there are now a number of ways to push brands and build brands. At this point, we would like to give you an overview of digital branding options.
There are always technological developments that massively influence our daily behavior and media use and change them in the long term. Smartphones have had such an impact and smart TVs are also about to fundamentally change our media habits.
Regardless of whether they are start-ups, medium-sized companies and globally active companies — whether B2B, B2C or D2C: Companies of all sizes and from almost every industry are now using branding measures to build brands.
The excitement is great: Google's announcement that it will refrain from individual tracking in its own cosmos is causing turmoil and uncertainty in the advertising industry. Many articles with headlines such as “Google stops personalized advertising” have also contributed to this. Time to light things up in the dark with a Q&A.
