Thinking & Insights
Perspektiven aus der Praxis
Trends, Frameworks und Learnings aus unserer Arbeit mit internationalen Marken.
YouTube Ads with Demand Gen: Turning good videos into measurable business
Good videos alone do not tell you whether a campaign brings the right business. How to connect data, creative buying arguments and landing pages for Demand Gen.
Marketing strategy in 90 days: The decisions behind growth
Which decision will move growth forward? Six strategic questions connect customer understanding, creative ideas and investment, with a 90-day working plan.
Payload & MCP: From product knowledge to reviewed content
The product knowledge exists, but publishing the next page still takes many manual steps. A practical example shows how a CMS, AI and editors can work together.
AI strategy: Think bigger, start with focus
What becomes possible when we combine AI with customer knowledge and clear quality criteria? A starting point from Patrick Collison, translated into practical decisions for digital services.
Brand differentiation: Why customers choose you
A relevant advantage needs a recognisable brand and an easy path to use. How brand strategy, design and digital applications work together.
The Amazon paradox: Growth that pays off
More orders are just the beginning. How brands can give Amazon a clear role and manage their product range, communication, costs and advertising together.
Nano-influencers: How close connections create demand
Small communities can provide useful questions, stories and reasons to buy. How brands can build a considered creator programme, with ideas from Neuro’s story.
Meta Ads: Why targeting starts with the idea
Automated delivery makes the idea a strategic task. How brands translate reasons to buy into distinct creative concepts and learn from testing.
Creative Engine: How to make good advertising scalable
Producing more good ads needs clear handovers. Connect concepts, variants, formats and approvals in a production process that learns with each round.
Grok Bot Skills: How to Truly Scale AI in Your Marketing
Reusable task instructions help teams organise AI work consistently. Learn how to connect briefs, data, quality checks and version control, and measure the benefits in your own workflow.
AI with Brand DNA: Why Generic Bots Are a Brand Risk
Off-the-shelf AI assistants can dilute your brand. Learn how strategic calibration, guardrails, and red-teaming can transform a generic bot into a powerful, on-brand ambassador that positively impacts business outcomes.
Prompt Ops: The Operating System for AI in Marketing
The uncontrolled use of AI prompts leads to chaos. Prompt Ops provides a structured approach to manage prompts like software, ensuring efficiency, quality, and scalability in marketing.
Your Digital Chief of Staff: AI Agents for CMOs in 2026
Forget the hype. By 2026, AI agents won't replace your team; they'll augment it as digital specialists for reporting, analysis, and strategy. Here's how to prepare your marketing organization for this shift today.
The EU AI Act is Coming: Your 2026 Marketing Playbook
The EU AI Act arrives in 2026, mandating new transparency rules for AI in marketing. This guide shows what CMOs must do for AI assets, chatbots, and workflows to ensure compliance.
Share of Model: The New Currency for Brand Visibility in the AI Era
Is your brand getting lost in the answers of ChatGPT & Co.? Learn how 'Share of Model' allows you to systematically measure and influence your visibility in LLMs, making it a critical metric for your marketing.
Green Claims: Your Survival Guide for the 2026 EU Directives
The new EU directives are fundamentally changing the rules for sustainability claims. Learn how to adapt your strategy now as a CMO to minimize risk and maximize trust.
From Asset to Agent: Creative Automation Without Brand Dilution
You need more content, but how do you scale production without diluting the brand? The answer lies in agentic workflows that go beyond DCO to ensure quality and consistency.
Beyond the Buzz: Why 'AI Slop' Is a Hidden Tax on Your Brand
Generic AI content is flooding the digital space, silently devaluing brands. Learn how to avoid 'AI Slop' and build a resilient content strategy based on quality and differentiation.
CTV & Retail Media: The Performance Upgrade for Your TV Budget
Two megatrends are converging. Learn how to leverage retail data to generate measurable sales from your CTV ads and finally steer your TV budget with performance in mind.
Beyond the MQL: The Strategic Shift to B2B Buying Groups
The MQL is a broken metric. Discover why shifting your focus to B2B Buying Groups will not only revolutionize sales alignment but also significantly improve your pipeline quality and revenue outcomes.
In-house vs. Agency: The New Marketing Operating Model in the Age of Agents
The era of AI agents demands a radical rethink of marketing structures. Learn how to build the perfect hybrid operating model to stay agile, scalable, and future-proof.
Agentic Commerce: What Happens When Agents Buy Instead of People
Checkout is moving into the chat. ChatGPT, Gemini and Copilot compare, decide and buy on behalf of your customers. Here is what that means for product data, feeds, trust signals and your conversion logic.
ChatGPT Ads: Conversion Bidding, Measurement and What to Prepare Now
Advertising inside assistant interfaces is becoming measurable and biddable. We break down how conversion bidding in chat environments differs from search and social — and how to prepare measurement, creative and governance.
Google AI Max and the New Search Monetisation: What Billions of New Queries Mean for Your Paid Search Budget
AI surfaces generate longer, more specific queries — and with them inventory that did not exist before. How to align campaign structure, keyword logic and budget planning.
Agent Readiness Audit: The Checklist to Test Whether AI Systems Understand Your Brand
Schema, entities, feeds, accessibility, answer content: a six-block operational checklist to systematically assess how well your brand is set up for AI assistants and agents.
Brand Stewardship in the Agent Era: Why Agents Evaluate Performance, Not Claims
When AI assistants become the pre-selection layer, the nicest message no longer decides — observable performance does. What that means for brand leadership, evidence and investment logic.
Marketing as an Operating Discipline: Why Almost Every CMO Talks About AI and Few Have Built It
The gap between intent and execution is not a technology problem, it is an operating model problem. How to move marketing from a project organisation to an operating discipline with systems, roles and cadence.
The MMM Renaissance and Incrementality: Defending Budgets Without Last Click
Signal loss has finally devalued last-click attribution. Marketing mix modeling and incrementality testing are becoming the new standard — if combined correctly. A practical build-out.
Marketing in a Downturn Mood: Defending Budgets With Evidence Instead of Optimism
Pessimistic economic expectations meet price pressure and cost programmes. Securing budget now requires evidence-based arguments: incrementality, contribution margin and the cost of not investing.
Topical Authority and Entity SEO: The Structural Foundation for AI Search Visibility
GEO and AEO only work on a foundation of entities, topic clusters and internal linking. How to build topical authority systematically instead of producing isolated articles.
The Social Commerce Shift: TikTok Shop or Instagram Shopping — How to Decide
Social commerce is no longer an experiment, it is a channel decision with operational consequences. A sober comparison of mechanics, cost structures and requirements for DTC and retail brands.
Meta’s Hierarchical Interest Representation: What Meta’s New Ads Layer Means for Your Deep-Funnel Performance
Meta just introduced Hierarchical Interest Representation — a new upstream layer for its ads stack built for deep-funnel optimization, sparse signals, and generative ranking models like GEM and Andromeda. Here is what it actually does and how to reshape your Meta Ads strategy around it in 2026.
AI-Driven Branding for FMCG: How CMOs Combine AI Precision and Creative Excellence for Scalable Brand Growth
FMCG and CPG brands are squeezed between retail pressure, fragmented audiences, and exploding content demand. This playbook shows how to combine AI with creative brand leadership — from insight to design to campaign — and turn it into a scalable growth engine.
AI Search 2026: The CMO Guide to AI Overviews, ChatGPT Search & Perplexity
AI Overviews, ChatGPT Search and Perplexity are reshaping search. What CMOs need to know about zero-click, grounding and AI visibility — including a measurement framework and immediate actions.
Agentic Marketing: How Autonomous AI Agents Are Transforming Marketing in 2026
Autonomous agents take over research, campaign ops and real-time budget allocation. What agentic marketing means for CMOs, which use cases work today, and how to set up governance and ROI.
GEO in practice: Customer questions and evidence
A practical GEO review: choose customer questions, check content gaps and technology, add evidence and assess suitable enquiries.
Meta Ads AI Connectors: Why Your Ad Account Just Became an Agent Interface
With Ads AI Connectors (MCP server + Ads CLI), Meta opens its advertising stack to external AI tools: reporting, campaign management, catalog work and signal diagnostics in natural language. Here is what it means for governance, agency setups and your 2026 marketing operations.
Social Deskilling: How Digital Communication is Changing Interpersonal Skills
More and more people prefer messengers and emails over personal conversations. Social Deskilling describes the loss of interpersonal skills – with consequences for teamwork and client relationships.
Performative Offlineness: Why Staying Offline Can Be a Key Success Factor for Agencies
In a world of constant connectivity, Performative Offlineness is gaining importance. The conscious decision to go offline boosts creativity, focus, and productivity in the agency world.
Privacy-First Lead Generation: How to Win High-Quality Leads Without Third-Party Cookies
The end of third-party cookies forces marketing teams to rethink. Privacy-First Lead Generation uses zero-party data, consent-based strategies, and contextual signals for better leads with full GDPR compliance.
Multi-Channel Buyer Journeys: How to Orchestrate the Non-Linear Buying Journey
The B2B buying journey is no longer linear. Modern buyer journeys span 20-30 touchpoints across 6-10 channels. Learn how to master this complexity with signal-based orchestration.
Conversational Surveys: How AI-Powered Interviews Deliver Deeper Insights
Traditional online surveys suffer from declining response rates and shallow answers. Conversational Surveys use AI to conduct natural conversations,delivering up to 3× richer insights.
Behavioral Data Fusion: How Merging Behavioral Data Is Revolutionizing Marketing
Behavioral Data Fusion connects data streams from web analytics, CRM, social media, and IoT into a holistic customer view. Learn why isolated data silos are marketing's biggest blind spot.
Account-Based Marketing as Revenue Architecture: From Campaign Tool to Growth Strategy
ABM is evolving from a marketing tactic into an enterprise-wide revenue architecture. Learn how integrating intent data, sales alignment, and multi-channel orchestration transforms ABM into a strategic growth lever.
Demand Generation vs. Lead Generation: Why You Need Both,But Not the Way You Think
Demand Generation and Lead Generation are often confused or pitted against each other. Learn why the future lies in integrated revenue marketing and how to strategically interlock both disciplines.
Research Agents: How AI Is Automating Market Research
Research Agents are revolutionizing market research: AI systems that autonomously plan, conduct, and analyze studies. Learn why 84% of researchers believe agents will soon manage half of all projects.
Synthetic Research Data: How AI-Generated Data Accelerates Market Research
Synthetic research data is revolutionizing market research: Fine-tuned LLMs generate realistic survey data in hours instead of weeks. Learn when synthetic data supplements real panels, and where the limits lie.
Intent Data & Signal-Based Selling: Identifying Purchase-Ready Accounts Before They Reach Out
Intent Data are revolutionizing B2B sales and marketing. Learn how to leverage digital buying signals to reach the right accounts at the right time, and why Signal-Based Selling is replacing cold outreach.
AI Lead Scoring: How Machine Learning Transforms Your Sales
Traditional lead scoring is dead. Learn how AI-powered scoring with firmographics, behavioral data, and intent signals triples conversion rates and shows your sales team where effort truly pays off.
Fandom Marketing: How Brands Turn Customers into Passionate Fans
Fandom Marketing goes beyond loyalty, it transforms customers into active brand advocates. Learn how to build a community that celebrates your brand.
Synthetic Media: How AI-Generated Content Is Transforming Marketing
From AI-generated videos and digital avatars to personalized commercials, Synthetic Media is revolutionizing content production in marketing.
Predictive Analytics in Marketing: Data-Driven Predictions for Better Decisions
How Machine Learning and Predictive Analytics are revolutionizing marketing decisions, from churn prediction and CLV models to demand forecasting.
Attention Metrics: The New Currency in Digital Marketing
Why impressions and clicks are no longer enough, and how Attention Metrics measure the true impact of your advertising.
Always-On Marketing: Why Continuous Presence Beats Campaign Peaks
From campaign thinking to Always-On: How a continuous marketing strategy achieves more reach, better leads, and more sustainable growth.
Social SEO: Why TikTok and Instagram Are the New Google Search
Gen Z no longer searches on Google, they search on TikTok and Instagram. Learn how Social SEO revolutionizes your visibility.
AEO: How to Optimize Your Content for ChatGPT, Perplexity, and Google AI
Answer Engine Optimization (AEO) is the future of search engine optimization. Learn how to become the preferred source for AI answers.
Dark Social: How to Measure and Leverage the Invisible 80% of Your Content Reach
Most of your content is shared through private channels, but invisible to analytics. Here's how to use Dark Social strategically.
Creator Economy & Deinfluencing: How Influencer Marketing Is Reinventing Itself in 2026
From mega-influencers to nano-creators, from overconsumption to authenticity, influencer marketing is undergoing its biggest transformation.
Content Atomization & Always-On: How to Turn One Content Piece into 30
Maximum reach with minimum effort: How to transform pillar content into dozens of platform-specific formats.
Slow Content & De-Influencing: Why Less Is Now More
The counter-movement to content overload is here. Why intentional, high-quality content and de-influencing are sustainably changing marketing in 2026.
Dark Social: Why the Most Important Recommendations Are Invisible
WhatsApp, Discord, Slack – the most valuable recommendations happen away from public feeds. How brands can understand and leverage Dark Social.
Creator Economy 3.0: From Influencers to Creator Entrepreneurs
The creator economy has fundamentally changed: Own products, own platforms, own brands. What this means for brand collaborations.
Gen Alpha: The Audience That Changes Everything
Born from 2010, raised with iPads and voice assistants: Gen Alpha is the first fully digitally socialized generation. What brands need to know now.
Audio & Podcast Marketing: The Underestimated Growth Channel
Podcasts are growing at 25% annually, audio content is booming – and most brands still ignore it. Why audio marketing should be your secret channel in 2026.
Retail Media Networks: The Silent Revolution in Marketing
Amazon, Otto, Zalando – retailers are becoming media companies. Why retail media is the fastest-growing ad format and how brands can benefit.
Cookie-less Marketing: How to Prepare for the Future
The end of third-party cookies is coming – for real this time. Why first-party data, server-side tracking, and contextual targeting must be priorities now.
Commerce Media: When Advertising and Commerce Merge
Commerce Media is more than retail media – it connects advertising, content, and transactions in one seamless experience. The next evolution of marketing.
Marketing Mix Modeling: Data-Driven Budget Planning for 2026
MMM is making a comeback – as a privacy-friendly alternative to multi-touch attribution. Here's how to use Marketing Mix Modeling for better budget decisions.
Hyper-Personalization: From Segments to Individuals
Generic audience segments are outdated. How AI-powered hyper-personalization is transforming marketing and why one-to-one communication becomes standard in 2026.
Social Search: Why Gen Z Stopped Googling
TikTok and Instagram are replacing Google as a search engine – how brands need to adapt their content strategy to stay visible in Social Search.
UGC 2.0: Why Creator Content Is the New Advertising
User Generated Content has evolved – from spontaneous phone videos to strategic creator marketing. Here's how to leverage UGC 2.0 for your brand.
LinkedIn B2B Growth: The Strategy That Actually Works in 2026
LinkedIn is the most important B2B platform – but most companies use it wrong. Here's how to build a real growth strategy on LinkedIn.
Short-Form vs. Long-Form: Which Content Length Actually Performs
Reels, TikToks, and Shorts dominate – but is short content really better? The truth about content length and when to use which format.
Employer Branding on Social Media: How to Win the Best Talent
The talent shortage is forcing companies to rethink: Employer branding on social media is no longer optional in 2026 – it's a survival strategy.
Between Impact, Wishful Thinking and Truth
What the current "Media Money Flows" can really teach us – a critical look at platform promises, measurement myths, and brand autonomy.
The New Era for Brands
How Meta's Superintelligence is changing brand management and why companies need to adopt AI strategies now.
Social Media News October 2025
LinkedIn, TikTok & Co are focusing on AI and personalization. Our October update shows you how to stay visible as a brand and stay ahead.
Modernise your CMS: Start with the bottleneck
Retain, extend or renew your CMS? Connect editorial work, UX and AI around a specific task and define a practical next step.
AI as a Conversation Partner
When people ask AI for advice, it's not about technology – it's about trust. What brands should learn from this.
3 Storytelling Formulas for Social Media
Learn how to build real connections with your target audience on Instagram and TikTok through captivating stories and increase your reach.
From Creative to Conversion
Learn from an example how trends can improve the engagement and ROI of your social media campaign.
Social Media News September 2025
New ad formats, AI tools and platform trends: What's moving the social media world in September 2025 and how brands can benefit.
Why AI Without Context Fizzles Out
Prompting alone isn't enough. Learn how brands can use context engineering to make AI scalable, on-brand, and finally effective.
Staying Strategically Visible
How AI is revolutionizing SEO and why data-based relevance now decides rankings.
Shai-Hulud: lessons from the npm attack of 2025
A review of the first Shai-Hulud campaign in September 2025: compromised packages, stolen credentials and the limits of automated security checks.
Social Media News August 2025
Meta AI, Instagram Map & Creator Boosts – that was the social media month.
The CMO Playbook 2026
Connect brand strategy, creative quality and financial planning: a decision framework for marketing and finance.
2024 ranking: DAVIES MEYER among the top 20 owner-managed digital agencies
Archive news: in September 2024, we reported 19th place in the iBusiness ranking of owner-managed digital agencies. Context and sources for that position.
How AI is Cooling the Sharp-Schrieber Marketing Debate
The Sharp-Schrieber feud is cooling down in the age of AI-driven marketing technology, driving a convergence of approaches.
Sharp vs. Schrieber: Is This Marketing Feud Still Relevant?
Two schools of thought competing for supremacy in brand management. We analyze the debate.
Deep Dive into Hyper-Personalized Marketing – OMR 2024
Join our exclusive Masterclass at OMR Festival 2024: "From Mass to Me Marketing: The Future of Brand Experience."
Trust Messaging: How WhatsApp and NFTs Help Brands
Community managers must manage communities. The problem: Communities dont like to be managed.
Storytelling in the Era of Post-Purpose Branding
Purpose marketing dominated for years. Today, customers crave deep emotional connections.
Agentic AI in Marketing: When AI Autonomously Runs Campaigns
Agentic AI is fundamentally transforming marketing: Autonomous AI agents plan, optimize, and scale campaigns in real time – without human intervention at every step.
GEO and SEO: What changes for your website
How GEO and SEO connect, which questions AI search introduces and how helpful content and evidence can improve your website’s foundation.
Synthetic Media & AI Video: The Content Revolution of 2026
AI-generated videos, virtual influencers, and synthetic speakers – synthetic media is fundamentally transforming content production. Opportunities, risks, and the ethical framework.
Fandom Marketing: How Brands Build Fan Communities Instead of Followers
From followers to fans: Why Community-Led Growth is the most sustainable growth strategy – and what brands can learn from gaming, K-Pop, and D2C brands.
Zero-Party Data: The Future of Privacy-First Marketing
Third-party cookies are dying, tracking is getting harder – but zero-party data opens new paths. How brands leverage data directly shared by customers and build trust.
Content Angle Amplification (CAA): How One Topic Delivers Tenfold Impact
CAA is the method that lets brands develop dozens of relevant content pieces from a single topic – maximum reach with minimal effort.
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