OMR 2019: Marketers need to be more creative, tools smarter
“May makes everything new” is an old farmer’s wisdom for the spring break. Also in the business world the most important fairs take place in this period, on which the newest trends & innovations are presented. Evernine was at the OMR Festival 2019 in Hamburg on 7 and 8 May to see for itself the latest digital marketing trends.
by Tobias Lilienthal
Jr. Communication Manager
Automation and networking were the predominant topics at HMI 2019 at the end of April. In the meantime, every major industrial company has taken the word IoT on its banner and Industry 4.0 has long since arrived in the production halls of the Republic. Not only industry, but also marketing is developing at a rapid pace – but where to?
8 years of OMR – what has happened?
There is nothing left of the tranquil event with garage startup flair in 2019 (apart from the organizers). Around 50,000 visitors were expected this year to listen to over 400 speakers from the industry and prominent names from business, politics and television, such as Frank Thelen, Katarina Barley, Joko Winterscheidt and Lena Gercke – followed by a mega party.
On different stages there were exciting lectures and acts about the most important topics of digitalization and digital marketing. From e-commerce to marketing automation and brand building, there was something for everyone. Those who were particularly interested also had the opportunity to deepen their knowledge in small groups in so-called Master Classes.
Increasing complexity requires new skills
But not only the festival is getting bigger and bigger, also the possibilities in digital marketing have become more and more versatile and complex. More than 300 exhibitors will present the latest tools and tricks to become visible in the digital world and effectively address the desired target group. Just like in the IT industry, companies have to invest more and more money in suitable personnel with the necessary skills. As in the IT sector, outsourcing of marketing activities is of course an obvious option. Communication consulting with its own full-service agency such as the Evernine Group can act as an outsourced marketing department so that companies can focus on their core competencies.
Increasing automation requires increasing creativity
Even though digital marketing is becoming increasingly complex from a strategic point of view, operational processes are still being simplified. The topic of marketing automation was also omnipresent at the OMR and there was hardly a lecture that did not speak of artificial intelligence in any form. While marketers in the last 10 years have often faced the challenge of analyzing and processing the ever-increasing flood of data, the challenge in the next ten years will be in a completely different direction.
Only those who are in a position to develop new, creative approaches will be able to gain added value through automation. Sooner or later, all standardized processes that an AI can adopt will also be adopted. What remains are the creative minds that develop the concepts and strategies behind them.
Digital marketing is therefore moving rapidly towards the future on the one hand, but is also regressing on the other. Away from Excel lists, towards whiteboards where creative minds sketch out their ideas – which can then be automatically operationalized.
Source cover Picture: Evernine Group / Tobias Lilienthal