German advertisers put digital in focus

Digital is shaping today's economy and society. This was the main topic discussed by German marketers during the 20th OWM symposium last November.

Dubbed "Winning in the Digital Reality: Perspectives for marketing of the future", the event brought together more than 300 marketers from different sectors in Germany to discuss the challenges and opportunities of digital transformation in marketing communications.

High-calibre speakers from companies that have succeeded in shifting to digital shared insights and effective strategies to go digital.

OWM's Chairwoman Tina Beuchler stressed how digital transformation is similar to mountain climbing: you do not realise the actual height of the mountain from a distance, and for that you need a good team. "Digitisation significantly characterises the economy and society of today. Marketing has been particularly affected by this development, and so has the media landscape. In marketing, as the pace of change accelerates, the complexity increases too. The increasing number of channels, devices, content and usage options pose a big challenge for advertisers, making it more difficult for them to find the right formula to reach the consumer," she said.

The symposium also marked OWM's 20th anniversary.

For more information, contact OWM.