Marketing in Digital Times: Marketing Resource Management

Big data, hybrid consumers, digitization, multi-channel: markets have never been as fragmented as in recent years, navigating them never as complex. Move over, reach and market share. Especially when it comes to customer communication, the much-talked-about “Lot Size One” is a challenge that is becoming increasingly real. Rather than yearning for the good old times of mass marketing, a new approach is needed – with an integrated and automated process that feeds, organizes and monitors a centralized plan drawing from a variety of systems and sources. What could such a process look like? And what support can MARMIND® Marketing Resource Management (MRM) provide? More in our article.

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A fairy tale success: How Rotkäppchen became Germany’s leading producer of sparkling wine.

Rotkäppchen (the German name of the fairy tale heroine Red Riding Hood) sparkling wine is the ultimate success story of an East German brand that has managed to emerge strengthened after the many ups and downs of 125 years of corporate history. After a low point in 1990, when the fall of the Berlin Wall also brought the traditional GDR brand to the brink of collapse almost overnight, Rotkäppchen bubbled up again within a few years to become the most popular East German champagne brand. Today, they are the leading company in the whole of Germany. How did the Freyburg company do it?

Rotkaeppchen Sekt trocken

© Rotkäppchen-Mumm Sektkellereien GmbH 2019

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More than Just Marketing: The 5 Pillars of Red Bull’s Success

Guerrilla marketing, sports sponsorship, content marketing. For over 30 years, Red Bull has been setting numerous milestones in marketing and branding and has become a blueprint for start-ups eager for marketing success. Why add another to the many articles that are already in circulation about Austria’s most famous brand? Rather than reproducing the usual details of the marketing genius that has made Red Bull one of the world’s most recognizable brands, we wanted to take a look at universal principles that give wings not only to the energy drink maker but also to any startup that wants to rise to the top.

Red Bull Logo neon signage

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Beyond Meat: What Start-ups Can Learn from the World’s Hottest Vegan Meat Company Right Now

Ten years after its foundation, Californian start-up Beyond Meat drew a lot of attention in May by staging the most successful IPO in 2019. After the first quarterly figures exceeded the expectations of the analysts, despite losses, the manufacturer of vegan meat products’ shares shot up to three to four times their initial value. While the company has yet to prove that it can survive this unprecedented hype, Beyond Meat is the pioneer of a whole industry and disruptive in the best sense. What makes Beyond Meat so successful? And what principles does the company share with other successful start-ups?
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A Question of Empathy: How to Interview for Emotional Intelligence

A concept made popular in the mid-90s, Emotional Intelligence (EI) describes the ability to properly perceive, understand and influence one’s own and other’s feelings. It is now rated as a decisive personal success factor, with a bigger influence than purely cognitive and academic capabilities. The role of EI in successful collaboration between executives and their teams is deemed increasingly important. But how can employee emotional intelligence be determined, if possible even during application process? In addition to elaborate, empirically recognized tests, here are strategies to elicit meaningful information on the social skills of your (future) team members during interviews …
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Learning from the Best: 4 More Must-Reads (not only) for Startups

Part 2 of our reading list from marketing to business management. Because the annual number of business books and guides is huge, we present you books on the topics of marketing, service and corporate management, which were read by our team and found to be really worthwhile. Have fun discovering more old and new classics of business literature!
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Learning from the Best: 5 Must-Reads (not only) for Startups

From marketing to business management, the annual number of business books and guides is huge. But which are really worth reading? To help you navigate the sea of business books, we will feature books on the subjects of marketing, service, innovation and management, all of them read  and deemed recommendable by our Marmind team. Have fun discovering old and new classics of business literature.
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Voice Search: 5 Things to Consider for Your Marketing

Alexa, Siri, Cortana, Google Now: Digital Speech Recognition and Speech Control are fast becoming more popular in the everyday world with smart speakers and digital assistants spreading. They massively influence our search behavior and are the foundation of the next big marketing trend. What effect will voice have on marketing over the next few years? And how can you get your content ready for the next stage of the digital revolution?
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Innovation, Emotion, Agility: Spotify’s Rise to Fame

When Spotify was founded in Stockholm in 2006, things looked grim for the music streaming market. Filesharing sites such as Napster had been shut down by court order, and players such as Apple and Pandora used a pay per download or exclusive payment system. Twelve years later, Spotify’s streaming service was listed on the stock market despite fierce competition, and with an issue price well above expectations. How can Spotify’s success be explained? Is it the Netflix of the music industry? And how will they meet the challenges of the future?
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Digital Transformation: 3 Marketing Opportunities

Digital transformation is on everyone’s minds these days. The Internet of Things, Machine Learning and Big Data will have a far-reaching effect on companies and their employees. The good news is: The new way of working is full of new opportunities to operate even more effectively and successfully – especially when it comes to cross-company disciplines such as marketing. We had a look at the most exciting developments for you.
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