DACH

In MMA’s “The Great Debate Series” we discuss the growth frameworks of world-renowned academics with leading marketing-experts in Germany. Our third panel in the series - Reach vs Targeting - A Contradiction Or Symbiosis, will focus on frameworks from Byron Sharp and Joel Rubinson. The panel will discuss if reach marketing is contradictory to a targeted approach or if the two approaches belong together. This panel aims to localise and apply recommendations to brands and businesses in Germany and across Europe.

In MMA’s “Great Debate Series” we discuss the growth frameworks of world-renowned academics with leading marketing experts in Germany. In the first of four panels we debate Dr. Peter Fader’s framework. Fader is professor of marketing at the Wharton School of the University of Pennsylvania and a representative of a customer centric approach. Fader operates on the founding belief that marketers must leverage customer lifetime value. He argues marketers generate the best results when they find the customers most likely to buy their product or service — and then finding more of them.

The pandemic has forced brands to better understand their customers behavior and journeys. Even a FMCG brand like FrieslandCampina, one of the world’s largest dairy companies which is always available in supermarkets — needs to adapt its e-commerce and content strategies. 

How can non-D2C brands get closer to their customers and understand changing consumer behavior and customer journeys better?