Digital marketing entrepreneur Philipp Westermeyer founded Online Marketing Rockstars (OMR) back in 2010. What started out as a hobby turned into an 80-people company, and today OMR hosts Europe’s largest digital marketing conference with more than 50,000 attendees. In this exclusive interview, we discuss how brands can succeed in our competitive “attention economy”.
Q: How can companies stand out in today’s noisy marketplace?
We live in an “attention economy”, where those who have the smartest and weirdest ideas win. As a company, your responsibility is to earn that attention and transform it through your brand.
One major trend is that CEOs have started to hire personal videographers to document their everyday lives. Individuals are becoming the brand. People’s fascination with strong leaders makes it an obvious investment for many companies.
Several entrepreneurs use the power of social media to build attention for the brand. Notable examples include Tesla co-founder Elon Musk, Virgin Group founder Sir Richard Branson and Amazon CEO Jeff Bezos. Through their social media profiles, they are able to connect with the audience and influence the agenda, while giving a personal face to the brand.
Living the brand is a reflection of the times we live in. For better or worse, we have entered a platform regime, where Google, Amazon, Facebook and Apple rule. Having strong personal leaders in this space is one way to earn attention, but it’s far from the only option.
Q: Why should companies experiment with memes?
Memes function as short codes for your message, and they work well across many media channels, especially on mobile phones.
Part of the reason why meme-based marketing is so effective is because it integrates with the current culture so well. It becomes a natural part of the conversation, rather than interrupting it.
Some companies are really good at this, for example IKEA’s bag meme or Netflix’s Twitter memes. They’ve truly managed to capture attention by speaking the language of their customer, but they’ve also managed to translate that attention to build interest in their products and services.
Begin by doing something remarkable in the real world. The champagne bar The Riddler painted a mural of an upside-down champagne bottle with its cork just popped. People started to photograph the wall and share it on Instagram.
Real-world things have enormous power and the ability to draw people’s attention. As a marketer, you must learn to spot those opportunities.
Q: What advice would you give to B2B marketers?
One of the biggest challenges in the B2B space is that only a few people care about your product or service. Your job as a marketer is to find them and know who they are. The quality of information must provide high value, otherwise you won’t earn the attention of your B2B clients.
A mix of business platforms, such as LinkedIn and Medium, is useful in the B2B space. Both platforms perform well since they give you the chance to know exactly who you’re talking to.
Q: What advice would you give to B2C marketers?
For B2C brands, success comes from showcasing the people behind your brand and building that connection with your audience over time. Watch the high-fashion segment for inspiration. They do great stuff and really interesting things happen in that space. Balenciaga is one brand that knows how to grab attention and turn it into business profit.
More companies, especially in B2C, should see the potential of using memes as a business-building tool. How could your company talk with memes?
Join OMR Festival at a discounted price
If you’re interested in learning more about the latest marketing trends, make sure you check out Europe’s largest digital marketing conference. See a recap from last year’s conference below:
The OMR Festival 2019 takes place in Hamburg 7-8 May and marks one of the biggest events in the marketing calendar. The line-up represents a diverse group of experts and speakers:
- Bestselling author and historian Yuval Noah Harari (Sapiens, Homo Deus)
- CMI founder Joe Pulizzi
- Endeavour’s CMO Bozoma Saint John
- Headspace founder Andy Puddicombe
- Global Head of Culture & Trends at YouTube, Kevin Allocca
- … and many more.
Choose the Expo ticket or the All-Inclusive option
OMR 2019 Expo tickets include:
- Admission to the Expo on both festival days.
- Load up on insights as 300+ industry pros present on our Expo stages.
- Mix and mingle with 400+ exhibitors.
- Apply for a spot in our free Masterclasses or Guided tours (spots are not guaranteed)
- Join the Expo Party at the end of Day 1.
€40 €32,00 with Spoon discount.
OMR19 – get 20% off Expo Tickets
To take advantage of the Expo ticket discount, you can either:
- Use this link https://my.omr.com/en/tickets/?promo_code=Spoon19a or
- Enter the promo code “Spoon19a” at the checkout page.
The discount code expires on 14 April 2019, so act today to ensure you get the best price.
OMR 2019 All-Inclusive tickets include:
- Everything offered with the Expo Ticket, plus
- Access to the Exclusive Conference on Day 2 and a chance to learn from our A-list lineup of the biggest names in the industry.
- Two GUARANTEED spots in a Masterclass of your choice.
- Free food and drink until 6PM at select stands on Day 1 and Day 2.
€449, €359,20 with Spoon discount.
OMR19 – get 20% off All-Inclusive tickets
To take advantage of the All-Inclusive discount, you can either:
- Use this link: https://my.omr.com/en/tickets/?promo_code=Spoon19b or
- Enter the promo code “Spoon19b” at the checkout page.
The discount code expires on 14 April 2019, so don’t wait to get your tickets.
Editor’s note: Spoon does NOT get any commission from the links above, but we think it’s a really cool event that would be of value to our readers. We will be there in May, and we hope to see you there, too!