Germany: Focus on the 'hybrid consumer'

Can brands still meet the needs of their consumers? And through which channels and devices should specific target groups be reached?



These were some of the questions discussed at the 21st OWM symposium in Berlin. Organised by the German Advertisers Association (OWM), the event gathered more than 300 marketers from different sectors to discuss how the industry can tackle today's biggest marketing challenges and how they can succeed in future.

Today's consumer is unpredictable, contradictory and barely tangible. During her opening speech, Tina Beuchler, OWM's Chairwoman said: "There is a great opportunity in the unpredictability of today's consumer, because people who are unpredictable are open to new things. We must use this opportunity."



Under the theme "The Hybrid Consumer: Marketing Communications in the Tension between Personalisation and Media Overload", speakers presented how they tackle industry challenges and provided valuable insights when marketing to the 'hybrid consumer'. Speakers included Béatrice Guillaume-Grabisch, CEO at Nestlé Germany, Volker Sydow, Global Category Director at Reckitt Benkiser, and Jerôme Cochet, SVP Sales & Marketing at Zalando.

For more information, contact OWM.