The publishing business was once limited to the classic media genres, but today several, mostly digital products are often marketed, making it an increasingly complex matter. Publishers therefore often resort to marketing technology for their marketing processes in order to master the complexity. One option that is particularly suitable for larger marketers is specialised order management systems (OMS) as a supplement to CRM software. The Swiss company Gotom is currently making a name for itself in the German publishing world.
Founded in 2015, Zurich-based company Gotom offers an order management platform for marketers and publishers that is designed to support the administration of digital advertising orders and simplify the manual processes involved. The cloud platform uses an integrative approach that maps the entire workflow on the marketer and publisher side and has all the necessary interfaces.
Wort & Bild Verlag, which is known for Apotheken Umschau, among other things, has recently started using this software to optimize its digital marketing processes. The implementation of the Martech solution is intended to improve the management and marketing of its products. In addition to Apotheken Umschau, Wort & Bild also has publications such as Eltern and Senioren Ratgeber in its portfolio. “By integrating it into the existing system world, the cross-media marketing organization benefits from automated processes,” explains Donjeta Maloki, Team Lead Account Management at Gotom. Before starting the new collaboration, the publisher and Gotom carried out an extensive proof-of-concept project to test the software in detail and check the publisher’s requirements.
The Redaktionsnetzwerk Deutschland (RND) has been using Gotom’s solution since 2022. RND is known for its extensive network of regional newspapers and online portals throughout Germany, such as the Cellesche Zeitung, Ostsee-Zeitung and Kieler Nachrichten. The technology is responsible for mapping programmatic and I/O-based campaign management in a single tool and from there pushing it directly into other adtech solutions such as ad servers and supply-side platforms. “The system supports a high degree of automation and accelerates the process speed in campaigning,” says the RND. The initial booking in the ad server in particular has become more efficient, which would significantly reduce capacity. Specialized Martech from Switzerland therefore seems to be scoring points with German publishers.
