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The impact of multi-channel marketing was the theme of the 19th OWM Symposium in Berlin. Organised by the German Brands Association (OWM), the event took place on 13th November and brought together high-level industry representatives to talk about consumer response in the complex multi-channel world. The Advertisers Night preceded the symposium, with around 330 guests attending this year.

OWM gave an overview of the key takeaways from the session:

• Companies must define the product, the target group and craft the message before deciding what media channels to use. Look at Apple: it does not own a Facebook account as it does not consider it relevant - Christian Rätsch, CEO of Saatchi & Saatchi Germany
• The multi-channel world has profound consequences on marketing: 67% of OMW members are of the opinion that they need to change their organisational structure and 65% say the control over their agencies work needs to be enforced. “For advertisers to gain experience with the various channels, they need information, practical examples and best practice cases.” - Tina Beuchler, President of OWM
• Content is important and the main focus needs to lie on the narrative. Take LED Island for example, a Philips project done in Sylt Island, which shows how a content-centric marketing approach to the topic of lighting technology can address people's emotions – Thomas Fine, Head of Integrated Brand, Communication and Digital, Philips Germany
• For a brand to be successful, it needs to constantly update its offering, so that it remains relevant, and make everything about the customer journey – Mark Siebrecht, Senior Director of Marketing Germany Audi AG
• Digitisation is like puberty. There is no silver bullet but instead many possible solutions, which are nevertheless not easy to find. We shouldn't follow every media hype. We have too many electric blanket salesmen, especially in the digital market – Manfred Kluge, CEO Omnicom Media Group Germany

For more information contact OWM.


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