Marketing tech was the dominant topic in D-A-CH companies in 2019, as the comprehensive study “Marketing Tech Monitor 2019” confirms. It comes to the sobering realization that many of these companies are still largely helpless in the face of the profound changes as a result of ditigal transformation, leaving the playing field mainly to agencies. It’s about time to change that. In our article you will get a compact overview of the principles that need to be considered for a meaningful marketing tech strategy, step by step.
Since its introduction in 1964, the Birkenstock sandal with its cork footbed and leather straps was considered sensible, but ultimately unfashionable footwear only donned by square family fathers, hospital personnel and anti-consumption hippies. When, in 2012, the tide turned, a hype erupted around the chunky shoe with its comfortable footbed. Since then, Birkenstock is found in all walks of life, in trendy city districts as well as on international catwalks. The latest highlight of a 245-year company history – but what are the foundations of Birkenstock’s recent success?