There is ever-increasing pressure on marketers globally to run 'efficient and effective' campaigns that deliver immediate return on marketing investment, while contributing strategically to long-term business growth.

I will not be the first person to say that 2016 has been a year of seismic change. Brexit, Trump, ISIS, greater levels of terrorism and ‘post-truth’ being named Word of The Year both sides of the Atlantic by the Oxford English Dictionary are some of the more visible outputs.

What comes to your mind when you think of “Korea”? The Korean War, Samsung, Psy’s “Gangnam Style”, Korean television dramas, or the one and only “Kim Jong-Eun” in North Korea?

Over the last few years if you’ve looked at the Marketing predictions for the year ahead you will have seen Content Marketing sitting at number 1 or 2 of the most important trends...

Global versus Local Campaigns - the efficiency versus effectiveness conundrum

Soeben hat der Global Innovation Index 2016 der Schweiz wieder ein ausgezeichnetes Zeugnis ausgestellt: Das Land war und ist mit klarem Vorsprung globaler Innovationsführer. Auf einem Gebiet ist von solcher Innovationsfreudigkeit allerdings nichts zu spüren: Bei der Abgeltung von Werbeagenturen herrscht hierzulande weit verbreitete Skepsis gegenüber Neuerungen aller Art, insbesondere gegenüber der wichtigsten von allen, der Honorierung mit Erfolgskomponente. Muss das so sein?

Lucinda Peniston-Baines, Owner and Managing Partner of The Observatory International, a firm specialising in marketing and communications consulting, describes 2015 as a good and busy year. “We didn’t experience quite the same level of growth as in 2014 (which had been exceptional), but it was more than satisfactory. Our business was strong and stable, both in London and across the world.” Lucinda attributes the marginal reduction in activity to some client hesitancy about what support they required, given the more unpredictable market conditions that emerged last year.

Why market forces matter What kind of goods come to your mind when you think of Switzerland? Swiss watches, Swiss chocolate, Swiss cheese, right?

Mehr Kanäle, mehr Devices, enge Budgets, knappe Ressourcen, hohes Tempo des Wandels, enormer Erfolgsdruck und die Anforderung, die gesamten Consumer Journey zu beherrschen – das ist die Realität und der Alltag eines jeden modernen Marketers. Die Art und Weise, wie Marketingteams sowohl intern miteinander als auch mit externen Partnern zusammenarbeiten, verändert sich zunehmend.

One of Mark Twain’s famous quotes, “They did not know it was impossible so they did it...”, comes to my mind as the first edition of VIVATECHNOLOGY has just closed its doors.