In corporate development and when branching into new business areas, it is crucial to recognize and utilize the driving forces in the market. Accurate market analyses form the basis for an in-depth evaluation of market opportunities.

Fast-growing livestreaming portals such as Twitch are among the defining social media trends and attract ever-larger audiences. This is how they offer companies enormous potential for targeted and effective marketing measures.

With the very foundations of a brand designed to ensure consumer protection and signify reliability and quality, will brandless organisations ever have the power to change the concept of brand-building altogether?

The bicycle producer Rose Bikes based in Bocholt, Germany has been observing how customers shop for the past 112 years. With its own Customer Intelligence department, the company is now tapping into this treasure trove of data to offer its customers an even better shopping experience. Sebastian Bomm, Director User Experience and Customer Intelligence at Rose Bikes, explains the medium-sized company's approach.

Brands today can no longer afford to manage their valuable customer data via Google, Facebook or Amazon. Only those who aggregate and manage their own data can address buyers without detours. Tight-knit customer loyalty can only work in direct contact.

The goal of location marketing services is for internet users to find company data in an optimal format in local searches on Google and other websites. You can boost your reputation using smart databases.

The latest generation of consumers poses a challenge to marketers, especially in terms of formats and channels. In this interview, Germany's youngest agency boss, Charles Bahr, provides us with important insights on his generation.

Purpose Driven Marketing is all about tact. Where are the pitfalls for companies and how can they avoid them?