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What are the success factors for the creation of an online configurator? [Part 2]

Posted on 22. March 2018 by .
Photo by Amauri AM on Unsplash

Photo by Amauri AM on Unsplash

Configurators are becoming more and more popular as an alternative method for manufacturers and retailers to classic consultations. Their use is particularly widespread in the B2C world. For example, enthusiastic customers playfully put together cars and wardrobes using a configurator.

In the first part of our two-part article series, we showed you the benefits of what an online product configurator can offer, with a particular focus on B2B applications. Complex goods, such as cranes, components, or connection components can already be compiled right online. B2B companies are already recognising their great potential: effective and first class digital sales consulting, lower costs, better tailored products and services, and happier customers.

However, in order to be able to offer this added value to customers, it is necessary to finish the initial design and implement the configurator. In the second part of our series, we’ll explain the success factors for digital configurators and why retailers and manufacturers should use one.
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Why should you implement visual content marketing? [5 Reading Tips]

Posted on 19. March 2018 by .
Photo by Alex Iby on Unsplash

Photo by Alex Iby on Unsplash

The here and now: We’re all busy and always seem to be running short on time. Consumers are looking for any kind of information with their cell phones, and they’re looking for an answer in the blink of an eye. Chop-chop! Google quickly recognised this need and has been refining their mobile image search for several months.

Since last week, users looking for pictures are better able to see if the landing page can provide more relevant content related to their query. For this, Google offers image caption filters apart from the image badges, à la Pinterest. The goal is to guide the user to their desired search result even faster than before so that both the optimisation of the metadata and Google image search as a traffic source gain in importance.

In the same way, the demands on visual content in both B2C and B2B are increasing. The challenge is to create high-quality, usable content, and strong visual means so that readers can quickly absorb the information and (in B2B) pass on relevant insights to the purchasing department.

How exactly can merchants and manufacturers use visual content to generate more qualified leads and support the buying process?

Visual content marketing draws customers’ attention

Just like attention, trust must not only be won, but also preserved. Infographics, videos, and pictures support text content in social media posts, in search results, or on a website, landing page, or blog. In addition to title and section overwriting, they can also awaken the reader’s curiosity. But not just that: They are also useful in reducing the complexity of certain topics (especially in the B2B area) and ultimately causing an action.

To guarantee interest and engagement, online shop operators should also present the same message in the same way. Consistency triggers a recognition value that fosters trust among consumers.

In addition, the content delivered should be adapted to a target group and business goals. Thus, webmasters are also going to have to encourage website visitors to make a purchase. The main focus is on:

  • Readability: The messages should be easy to read on different devices. The content must be optimised for mobile use.
  • Clarity: What, who and how must be visible and understandable at a glance. Simple words, short sentences, and strong visuals.
  • Accessibility: Access to content must be as intuitive as possible. In particular, when conveying information, presentation in the form of infographics, or video instructions can be helpful.

4 visual content marketing trends for B2B marketers

Infographics are one of the most popular formats in B2B: With insights, data, and graphic elements such as tables or symbols, complex topics are packed into crisp, high-density stories. Infographics make even difficult topics easy to understand.

To stand out from the competition with your own infographics, strong sales strategies such as content partnerships and paid advertising may be necessary. The popularity of the infographic among B2B marketers, however, also has had the consequence that the format is getting boring.

But what innovative formats can attract the target group instead?

  1. Videos. Video marketing in various forms remains relevant in 2018. As to not sleep on this development, companies have to think big and different. It’s important to publish clips to platforms like LinkedIn and try new formats. With videos, the brand should be brought to life visually and in terms of content: Daily business, takeaways, interviews…
  2. Images are important, but stock photos can blur the brand image and appear impersonal. For your own company and brand, tailored images or premium collections with a limited number of licenses can make a big difference here.
  3. Visual data presentation not only present complex data but also provides the user with new added value with customised filters. Through this interaction, data is made individually usable. Online product configurators are also based on the same principle. As digital consultants these days, especially in B2B, they still have untapped potential.
  4. Stories. Facebook, Instagram and even WhatsApp have introduced tiny visual format. And that brings us back to the here and now, where people want to consume content any time, anywhere. For retailers, manufacturers, and brands, stories could be the perfect complement to a marketing mix to show relevant content in real time. A look behind the scenes of an event, the look at some employees at their workplace, and authentic insights into the corporate culture – Stories allow an uncomplicated, fast, and last, but not least, favourable access to the target group.

 

Make content memorable and purchasable

60 percent of all buyers are inspired by high-quality content around brands and products and make their purchase decision based on successful branding. Along this journey, the power of visual, attractive, simple, and interactive content is the key to success. Thanks to visual content marketing, customers can find what they are looking for faster, and, on top of that, boost sales.

Our 5 reading tips of the week

Verbesserung in der Google Bildersuche: Suchergebnisse zeigen jetzt mehr Informationen [Google Watch Blog]

Best-Practice-Beispiele für visuelle Kommunikation [Basic Thinking]

Visuelles Storytelling: Google bringt AMP Stories heraus [t3n]

Why Instagram Stories Need To Be Part Of Your Marketing Strategy [CMS Wire]

4 concrete ways to use images to build links [Search Engine Land]


Advantages of a product configurator as a digital consultant in B2B [Part 1]

Posted on 14. March 2018 by .
Quelle: fotolia

Source: fotolia

Customers are no longer satisfied with what’s standard. On the contrary: They expect customised products that reflect their own wishes or meet their specific needs. Product attributes such as colour, size, shape, features, and technical details can already be selected online, allowing customers to configure a tailor-made product. Responsible for this is the well-named online configurator.

Their use in the automotive, furniture, and PC industry is particularly well established.

The potential in the B2B sector is still largely unused, but it is enormous. In the first part of our two-part article series, we’ll show you the benefits of what an online product configurator can offer, with a particular focus on B2B applications.

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AI taking over selection and placement of online advertising [5 reading tips]

Posted on 12. March 2018 by .
Quelle: pexels.com

Source: pexels.com

The power of artificial intelligence is raising expectations within retail. Consumers, retailers, and manufacturers rely on their advantages, namely cost reduction, productivity increase and process optimisation. And more and more departments are using intelligent software to increase their performance.

AI applications are not just found in factories or warehouses. Online marketing and advertising activities can also be intelligently automated. Google recently launched the AdSense Auto Ads, a machine learning system for advertisers. This system not only determines the types of ads that each audience sees, but also how those ads are placed.

In this way, Google wants to enablemarketers with its intelligent software, even without a lot of time and resources to reach the widest possible audience.

The widespread use of auto ads could make them one of the most powerful AI developments available. Nevertheless, questions arise: What changes are there and what are the effects of their use?

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Big data and AI – Where is the digital highway taking us?

Posted on 7. March 2018 by .
Photo by Joey Kyber on Unsplash

Photo by Joey Kyber on Unsplash

Big data and artificial intelligence are constantly discussed and were at the focus of Bitkom’s Big-Data.AI Summit. From February 28th to March 1st the town Hanau, Germany, was full of excitement as over 1,000 attendees came to learn about how the context of these two topics fit into not only their own work, but also how the market has changed or will change.

Today, we’re putting aside buzzwords and diving into the real meaning of these emerging technologies. What should retailers and manufacturers be paying attention to turn piles of information into substantial value?
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Updated White Paper: Selecting E-Commerce Software – Comparing Providers and Technologies

Posted on 28. February 2018 by .
Source: dotSource

Source: dotSource

With new solutions bring more opportunity, whether your company is in the B2B, B2C, SME, or enterprise segment, if you want to bring sales of products online, you’ll need to select an e-commerce software that fulfils your needs. In fact, going forward, most consumers expect some type of online presence of their favourite products, from local mom and pop shops to large corporate enterprises.

To help succeed with such a digital transformation companies are now using e-commerce systems to allow sales to those near and far from their physical branch locations. In fact, the choice of making the right decision for your future e-commerce software is comparable to choosing the right physical location of retail location.

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(4 votes, average: 4.25 out of 5)
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AI and automation: Where does the future of the workplace lie? [5 Reading Tips]

Posted on 26. February 2018 by .
Photo by Samuel Zeller on Unsplash

Photo by Samuel Zeller on Unsplash

The dream of creating equal or even higher intelligence than humanity is a recurrent theme in books and films. Recently, however, it looks as though this moment will come closer and closer through “Sacred” automation. The buzz everyone’s talking about: AI, algorithms, machine learning. More and more intelligent software is taking care of that. This gives rise to great concern: Will AI take our jobs away? But I keep asking myself: Is this fear justified? What is the status quo and what should retailers and manufacturers pay attention to?
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The sports and trade fair industries are taking digitisation seriously [5 reading tips]

Posted on 19. February 2018 by .
Photo by Johannes Waibel on Unsplash

Photo by Johannes Waibel on Unsplash

The outstanding performance of the German Olympic team at the Winter Games in the South Korean region of Pyeongchang is what everyone’s been talking about. Another reason for this, however, is the increasing digitisation of the sports industry, which is particularly relevant and present this year.

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Handelskraft Conference 2018 – Get your Ticket now! [Last Call]

Posted on 14. February 2018 by .
Handelskraft Conference Munich

Handelskraft Conference on the 20th of February 2018 in Munich – Get your ticket now!

On the 20th February, the time has come again: With trends, best practices and new impulses, we are finding new paths for successful retail. Get one of the remaining tickets for Handelkraft 2018 in Munich and look forward to visionary keynotes and inspiring sessions, stimulating exchange and a fascinating supporting programme.

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Intel’s smart glasses – will the smartphone be replaced soon? [5 Reading Tips]

Posted on 12. February 2018 by .
Intel Vaunt Smartphone Ablöse

Source: The Verge

In the last decade, the smartphone has become an everyday companion for excellence. The growth of computing power and storage, coupled with mostly reliable internet access, has allowed an app and services ecosystem to thrive with little competition.

But despite ongoing improvements, much of the recent innovations in the smartphone environment are more incremental than revolutionary. Does the smartphone have to give way to another universal companion in the near future?

Big hopes are already on wearables. But rather so far, smartwatches have prevailed as an extended arm to the smartphone. Switching to a tiny screen on your wrist is not an easy step, especially since there’s something to be desired in terms of usability.

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