While companies such as Google, Amazon and Facebook have established themselves as top dogs in the major markets over the long term, the political side is always discussing data protection endlessly. In my opinion, the upcoming data protection legislation is far too consumer-oriented. As a company or even as a freelancer, there are significant limits to what can be done with data
The cat is still biting its own tail, especially in this country. If you want to change something, you have to invest in the future.
Norbert Diedrich:
Keyword Marketing Automation: A recent BITKOM norway whatsapp data study on the things, that although 61 percent of companies see measurability and marketing controlling as the greatest challenge, only 20 percent of IT companies use software for marketing automation. How do you explain this ratio?
Mike Schnorr:
The reason is simple: although employees, including decision-makers, know the tools, they cannot use them and in some cases do not know what to do with the data they obtain.
Many have their traditional target groups and try to align marketing automation with them. But there is not much that can be done about it. It should be the other way round. Companies use the data they collect to identify individual personas and then consider when, where, with what kind of content and through which channels they can best reach them. The profile is derived from user behavior and not from a predetermined marketing strategy - and countless personas can emerge in the end.
Ultimately, such individualized work with marketing automation requires an ever better understanding of the personas and an ever more precisely tailored detail. However, as long as the fundamental necessity behind this is not recognized, the understanding of the application technology of corresponding tools remains unused.