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Dr. Markus Rach

Digital technology lecturer in Switzerland and China

Former head of marketing of various multinational B2Bs

TikTok: opportunities for brands, marketers and educators on the fastest growing platform on the planet

10 May 2021 8:45am EDT

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In this session, Dr. Markus Rach, a digital technology lecturer, marketer and TikTok creator with over 540’000 followers, will give unique insights into the good, the bad and the ugly of the TikTok platform for brands, marketers and even educators. TikTok, a platform with over 2.6 billion app downloads, understands to capture user attention like no other platform on the planet. The app made headlines for its rocket-like user growth in 2020, but likewise its conflict with US politics and its ban in India and Pakistan. The app is mostly known for its Gen-Z skewed user-base, or dancing teens, as many refer to the content on TikTok. However, the app has much evolved, both in terms of its user demographics as well as its user driven content categories. This makes TikTok not only the playground for Gen-Z oriented branding efforts but opens the door for an array of commercial applications. In this session, we will debunk some TikTok myths and answer some of the most prevailing questions around the app based on Markus’s experience as a TikTok creator, marketer and academic. What opportunities does the platform provide for both B2C and B2B brands. Using best practice examples and platform insights, this session will also look at likely future developments on the platform, driven by one of the most sophisticated behaviorally oriented algorithms on the planet. These include visual search, algorithmic commerce and metahuman influencers and their impact on the brand to marketplace interaction and the stance of platforms in the digital ecosystem.


Markus Rach is a digital technology lecturer in Switzerland and China and former head of marketing of various multinational B2Bs. Markus completed his doctoral research at the Maastricht School of Management, researching the impact of marketing technologies on the marketing return on investment. Being passionate about the human to technology interface, Markus currently researches impacts on the brand to marketplace interaction and how these impacts change purchasing decision making processes. As an experimental scientist and marketing consultant, Markus runs various real-life experiments for data gathering and experience purposes. One being an over 540’000 follower strong TikTok account, that has led to the publication of 4 books and multiple award winning research papers in 2020 and 2021. Markus is married, has 2 kids and is a true nerd at heart, having been highly ranked as a gamer. Follow Markus on LinkedIn for more insights and news around digital technology:

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