"Higher complexity level, new skills, shorter adoption time!"

Scott Brinker, the initiator of Martech, during his keynote speech at the 2nd European Conference in London.Scott Brinker, the initiator and conference chairman from the USA, essentially made two things clear in his opening keynote: on the one hand, the advancing proliferation of software solutions in digital marketing (currently around 4,000!) and, on the other, the massively increased demands on companies in terms of adaptability - in short, "from Beautifying Marketing to Performance Marketing". Not surprisingly, the same Scott Brinker published the book entitled "Hacking Marketing" in March 2016, and the case studies presented almost universally drew attention to the gap between digital possibilities on the one hand and the maturity of the organization (people) on the other. In other words, technology is definitely not the limiting factor for marketing success. Another prominent topic was personalization through clever use of available data. Personalization was defined more broadly than just focusing on increasing sales. Examples were shown where personalization relates to the relevant context of the customer and thus creates high recipient acceptance and loyalty.the five core statements of Martech-London 2016:

• The "New School of Marketing" is the guide to the digital age
• Unilever sees "tectonic" changes in customer behavior
• From next best product to last best experience
• Digital transformation is a black box for most companies
• It is not about reducing complexity, but about handling complexity in a targeted manner