42nd German Marketing Day: Individualize products or services

The German Marketing Day, the industry event of the year for marketing decision-makers and professionals, took place on December 3, 2015 in Stuttgart under the motto “Individualization 4.0”. Top-class marketing heads, cutting-edge industry topics and networks at the highest level: The Stuttgart ICS, International Congress Center, was all about individualization and uniqueness

Today’s consumer wants to set himself apart from the “average consumer”. For the marketing of tomorrow, it is important to individualize products or services to a high degree. More than ever, the individual customer and their needs, desires and preferences are the focus of strategic brand management. Individualization not only includes one-to-one marketing and mass customization, but also requires completely new marketing strategies with real-time pricing and real-time advertising.

“Tomorrow we will rely on mobile application scenarios”

Individualization 4.0 – Prof. Dr. Ralf Strauss, President of the German Marketing Association, describes the motto: “We have reached the fourth stage of evolution. Starting with personal customer knowledge in the 80s, classic dialogue marketing came up later. Already largely automated today through targeting, tomorrow we will rely on mobile application scenarios, in-store technologies and digital out-of-home systems. ”This year, over 40 top-class speakers discussed the challenges and opportunities of lifestyles, technologies and structures of tomorrow in round tables, key notes and specialist forums. Around 1,000 participants were there in Stuttgart.

Selected speakers:

• Audi Quattro: Lothar Korn, Head of Sales and Marketing
• Bahlsen: Kamran Wührmann, Marketing Director Business Unit Germany
• Carglass: Matthias Rolinski, Sales & Marketing Director
• Coca Cola: Dr. Claudia Bünte, Director Knowledge, Insights & Planning
• Daimler: Nikitas Drakopoulos, CIO Mercedes Benz Cars and Dr. Jens Thiemer, Vice President Marketing Mercedes-Benz Cars
• Deutsche Lufthansa: Dr. Torsten Wingenter, Head of Digital Innovations
• Gruner + Jahr: Julia Jäkel, Chairman of the Management Board / CEO
• Jovoto: Bastian Unterberg, CEO and founder
• L’Oreal Germany: Eva Henry-Künne, Chief Marketing Officer
• Mymuesli: Hubertus Bessau, co-founder & managing director, CMO
• Penny Markt: Marcus Haus, Head of Marketing
• Spotify: Jonathan Forster, Managing Director EMEA
• Telekom Germany: Gunter Fritsche, Senior VP Internet Sales and Service

The event was crowned every year with the highlight of the marketing scene: at an exclusive gala evening, the German Marketing Prize was awarded, the premium award for top performance in German marketing that is also relevant across the industry. The honor of the 42nd German Marketing Prize goes to the budget design hotel chain MotelOne this year. In addition, this event was full of good speakers, an exuberant atmosphere and exciting discussions. The German Marketing Day, which took place in Hamburg last year, went a step further this year and not only looked after the participants well, but also entertained them well. Next year I’m going to Leipzig.