The Big Marketing Technology Lab (BMT) is a research consortium founded in 2019 by the University of St.Gallen in cooperation with EBS University. The objective of the Big Marketing Technology Lab consortium is to explore the impact of technological innovations on interactions between brands and consumers and to share best practices.
The Big Marketing Technology Lab thrives on lively exchange between all project partners—from practice and science. Creating a protected space in which knowledge and experience are readily shared and people can learn from each other is an important concern of the Big Marketing Technology Lab. Therefore, all project partners come from different industries. Nevertheless, many companies often face similar challenges. In the Big Marketing Technology Lab knowledge is shared or created for the solutions to these challenges. The exchange between the partners is ensured in the form of regular joint workshops. The second important part of the Big Marketing Technology Lab is the direct transfer of research results. Project partners set the topics themselves, which are then implemented by research teams at the University of St.Gallen or EBS University. Last year, the focus was on two questions in particular: How are emotions created in the digital space and how can they be used? How can senses, such as taste, smell, feeling, be translated into the digital space? Results from research projects at the University of St Gallen and EBS University were discussed during the workshops. For the coming year of 2022 we have identified topics, such as auditory branding, as new fields of work for us.