The digital transformation is currently considered the biggest challenge for companies of all industries. According to a current study by Price Waterhouse Coopers, 4 of 5 top managers view the move to digital as decisive for future business models. Gartner predicts that by 2020, approximately 75% of all companies will have digitalised, but only 30% will be successful. Marketing, in particular, is facing a radical paradigm shift. The classic campaign from a company perspective is giving way to a more customercentred service experience.