Home  › Marketing › Strategies

The Surprise of Germany

  |  June 7, 1999   |  Comments

Jim recently spent two weeks in Deutschland and felt a gentle tipping of the European scales. The buzz he hears is that Germany is moving faster toward the prospect of e- commerce: buying and selling, research and development, value chain and intranets.

I spent two weeks in Deutschland in May and felt a gentle tipping of the European scales. One week was spent in and around Munich giving a two-day seminar to web aficionados at Siemens and one week was in Berlin at Internet World.

Usually I spend more time in London than anywhere else, and this time I had the chance to detect a difference between the two. Aside from the fact that the beer is better and history is more recent.

It seems that the UK is focused on two things at the moment: online advertising and online access. This is the place where grocery stores are offering free access to the Internet and AOL and BT are testing flat-rate access with no phone charges. Meanwhile, the UK-Netmarketing list spends a great deal of time bashing about the ins and outs of banner ads.

At the same time, the UK government has its heart in the right place, promoting the Internet as a means to a more competitive Britain.

Still, the buzz I get on the street and at conferences has me thinking that Germany is moving faster toward the prospect of e-commerce. Buying and selling, research and development, value chain and intranets.

It's as if the Brits got in on the ground floor and soaked up the Silicon Valley spirit without convincing the old white guys in the head office.

Meanwhile, the Germans are looking closely at the marks and pfennigs, and don't really care much for the brave new world, the camaraderie of web developers with bold ideas, the information-wants-to-be-free publishers. The Germans also don't want to waste time lamenting about the lack of venture capital for pure Internet companies.

It seems that Germany may be able to ignore the spirit of Silicon Valley/Silicon Alley, recognize good business tools when they see them, and become the e-commerce center of Europe.

Watch this space.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Jim Sterne

Jim Sterne is an international consultant focused on measuring the value of the online marketing for creating and strengthening customer relationships. Sterne has written eight books on using the Internet for marketing, produces the eMetrics Marketing Optimization Summit and is co-founder and current chairman of the Digital Analytics Association.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...