Online Marketing

Online marketing encompasses all marketing strategies which can be applied via the internet. These start with user-tailored emails and extend to strategies affecting a website, such as search engines optimisation. Online marketing is in a state of constant development with the latest new trends. Social networks and affiliate marketing are just as much part of the repertoire as native advertising or content marketing. Apart from e-commerce topics, the focus of our blog lies on current developments in the area of online marketing.

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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?

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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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    WhatsApp for Business: The final conquest of mobile moments? [5 Reading Tips]

    Posted on 29. January 2018 by .
    Quelle: pexels.com

    Source: pexels.com

    After months of speculation WhatsApp finally announced the release of their business app: WhatsApp Business. This will enable SMEs to build even closer customer relationships and facilitate customer contact. And that’s just when consumer behaviour becomes more mobile and brands are trying to capture those mobile moments.
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    Don’t Panic! The new Facebook algorithm makes us even better! [5 Reading Tips]

    Posted on 22. January 2018 by .
    Quelle: pexels.com

    Source: pexels.com

    Facebook has once again changed the rules of the game. Its algorithm is now taking a new approach. Facebook classifies the content of friends and family members as more relevant, compared to the content that brand and media pages publish. The direct consequence is a lower organic reach and the first impression that arises is that years of hard work on building up one’s own audience and community wasn’t worth it.

    But don’t panic, there are some bright spots: The opportunity to get better and make users happier. How do marketers have to react? What alternatives are there? What can brands and the media do to neutralise the effects of this update?

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    The 4 Most Important Marketing Trends for 2018 [5 Reading Tips]

    Posted on 11. December 2017 by .
    Quelle: pexels.com

    Source: pexels.com

    December is synonymous with the closing of projects and company banquets, but also time to take stock of the financial year and prepare for the start of the new year.

    In the last two years, new and innovative technologies and intelligent devices have come to market: Virtual and augmented reality, artificial intelligence with its numerous applications, blockchain, the Internet of things, and all activities becoming increasingly automated.

    No new technologies are expected in the new year.  Instead, existing technologies, devices, and software will evolve and establish themselves.  At the same time, consumer behavior and needs are changing rapidly in the face of these upcoming developments. Businesses should understand that change is everywhere, and should, while watching the impact of these changes, act accordingly.

    Of course, this context affects the future of marketing too.  We’ll give you a short guide to the four key marketing trends for the year 2018 that all marketers should keep in mind.

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    The alchemy of retailers to succeed in digital times [5 Reading Tips]

    Posted on 8. May 2017 by .

    Quelle: pexels.com

    Quelle: pexels.com

    Last week, the e-commerce giant OTTO rolled out a new feature that aims to further improve the usefulness of product reviews. The focus is on strengthening the customer experience, making the purchase decision process easier and more seamless and ultimately increasing customer satisfaction. The customer is at the centre of this and further developments because, as we know, a customer-centric approach is a must to stay competitive in times of digitalisation.
     
    This is only one example of how companies are adapting to the new demands of the digital shopper. But what other strategies and aspects should retailers take into account in order not to lag behind and disconnect from their customers?

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    Snapchat are challenged to reinvent themselves to stay ahead of the curve

    Posted on 6. April 2017 by .

    Quelle: Pexels (bearbeitet von dotSource)

    Quelle: Pexels (bearbeitet von dotSource)

    From being a sexting app to going public. The meteoric rise of Snapchat left not only the youngest generation captivated, but also led to a redefinition of the social behaviour and cultural norms to the extent that Instagram, WhatsApp, and Facebook have cloned its hallmark “stories” feature.
     
    This all-in assault on Evan Spiegel’s company, orchestrated by Marc Zuckerberg, coupled with the risks involved in the $3 billion IPO and the ephemeral loyalty that younger generations (Snapchat’s main target group) typically have to brands, makes the social media universe’s near future fascinating and intriguing. Does Snapchat set the foundations of the social media 4.0? Was the IPO a good decision? Does Snapchat have enough reaction capacity to counteract?

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    3 use cases where video content makes more than a difference! [5 Reading Tips]

    Posted on 3. April 2017 by .

    Quelle: pexels.com

    Quelle: pexels.com

    Videos have become one of the hottest trends in e-commerce. All social media platforms have been focusing all their efforts on integrating this format entirely. Users and companies not only have the option to upload a video, but also to broadcast live, in full HD and in 360 degree. Even snapchat-like short-lived videos, the popular “stories”, have been replicated in every social media platform, and even in a messaging app (WhatsApp) recently.
     
    But videos are not only used in social media, but also in online shops to facilitate easier, faster, and better informed purchase decisions. However, not anything goes. Videos should be used wisely.

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    Digital advertisement also goes mobile [5 Reading Tips]

    Posted on 27. March 2017 by .

    Quelle: pexels.com

    Quelle: pexels.com

    The German digital advertising market continues to grow at a steady pace. So much so that, the predictions for this year, if confirmed, can reach historic figures. According to the American market research firm eMarketer, mobile ad spending in Germany will get the largest share of digital ad investments for the first time by the end of this year.
     
    However, this information doesn’t catch us by surprise. The question here is not if, but how advertisers can optimise and make their ads relevant for their target group because that’s where they are currently failing.

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    Tune your ears – Audio content marketing is coming! [5 Reading Tips]

    Posted on 30. January 2017 by .

    Quelle: pexels.com

    Quelle: pexels.com

    The spread of digital home assistants such as Amazon Echo and Google Home, along with other IoT applications including smart cars and chat bots, introduces the voice as the next-generation interface. Actually, Gartner predicts that 30% of web browsing sessions will be screenless by 2020, what opens up new horizons for audio content marketing.

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