Feb 21, 2022
MMA IMPACT Germany Reveals Strategies for Modern Marketing Leaders and Organisations
The future of marketing in the DACH region and globally was on full display at MMA IMPACT Germany, an inspiring virtual conference that took place February 16–17, 2022. All sessions from the event are available for viewing online.
Presented by the MMA Germany and sponsored by Meta, Mission Female, and Adzine, the event hosted more than 500 virtual attendees. Marketing experts and brand leaders shared actionable, tangible insights during engaging panels, fireside chats, and masterclasses — all designed to help marketing professionals navigate the evolving media and tech landscape while building and enhancing their internal marketing capabilities.
Throughout the two-day conference, top marketers revealed the latest innovations in the world of digital marketing, tips to prepare for the future of the industry, and strategies for driving long-term growth in a time of uncertainty. Specific sessions highlighted how to increase conversions, the ROI of mobile video, campaign management without cookies, and more.
Navigating Change and Building Digital Communities
Among the highlights was How to Future-proof Your Marketing Organisation, a masterclass featuring Jessica Claar, VP Marketing and Communications Central Europe, Mastercard; and Àgnes Kovacs, CMO, Eckes Granini. Both offered strategies for making organisations more agile and creative. As one example, Kovacs endorsed the idea of collaborating with startups to facilitate innovation: “We can use startups to co-create an idea [and] to execute, or find a route to market strategy, to be more efficient in terms of bringing a product to a consumer.”
In the panel session New Work Needs New Leadership Skills, Lisa Steinhauer, Area Marketing Manager, BMW; and Jenny Gruner, VP Global Digital Marketing, Hapag-Lloyd, discussed how the role of management is changing in unpredictable times and with rapidly diversifying workforces. Gruner said this new era requires giving employees a greater level of autonomy: “In the future, managers will play more of an orienting, company-networking role than before. It’s more about cooperation and development than hierarchies and expansion of power.”
The masterclass How to Get Social Commerce Right brought together Tobias Seitz, CMO, Westwing; Uwe Roschmann, Managing Director, Digitas Pixelpark; Nicole Bard, Head of Corporate Online, Villeroy & Boch; and Andreas Rau, Head of Media Agencies DACH, Meta, to discuss how brands can harness revenue opportunities through relevant, compelling social content. Seitz advised marketers to focus more on engaging and less on converting: “If you focus on conversion, you are probably doing the wrong things in the very beginning. If you focus on engagement [and] entertaining content… the conversion will follow.”
These are only a few examples of the wide-ranging marketing wisdom shared during MMA IMPACT Germany. To view all sessions on-demand, visit the MMA EMEA YouTube channel and subscribe for more content like this.
MMA IMPACT Germany — Day 1
MMA IMPACT Germany — Day 2
