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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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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The main challenges of the omnichannel era

Posted on 10. November 2016 by .

Quelle: pexels.com

Quelle: pexels.com

In digital life, the average consumer owns 7.2 devices and uses three on a daily basis. As a result, the customer journey is more complex and flexible than in the analogue age. There are multiple channels and, consequently, more data to analyse and more touchpoints through which organisations can interact with consumers.
 
However, this breath-taking scenario involves a challenging reality at all levels in which certain processes, systems, and technologies should be gently polished and linked to make the most of the omnichannel environment.
 
Are companies ready to accept the omni-challenge? Are they adapting their marketing strategies to this scenario? Do companies store and analyse data effectively? Are they doing so by integrated solutions?

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SEA: Google Adwords is placing big bets on mobile-first experiences

Posted on 13. October 2016 by .

Quelle: VIKTOR HANACEK

Quelle: VIKTOR HANACEK

Mobile is taking root in our digital lives, becoming critical for current online marketing strategies. To respond to this reality, Google has made a set of announcements in which the common denominator is to boost mobile-first innovations. Where is the search engine market leader looking to this time?
 
To SEA! With the latest version of the Google AdWords Editors (11.6) launched last week, the universal app campaigns (UAC) have undergone several changes. In particular, Google gives more relevance to interactions at the expense of downloads and, above all, lets marketers reach a larger target audience through different platforms with the optimisation of the UAC for iOS. This is, without doubt, good news. However we prompt you to not stay on the surface, but to deepen! What is the real impact of the UAC update?

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What are the challenges, priorities, and trends in marketing and sales? [5 Reading Tips]

Posted on 19. September 2016 by .

Source: milsabord29 - Fotolia

Source: milsabord29 – Fotolia

B2B and B2C marketers struggle to reach an audience increasingly more slippery but paradoxically more connected. In this context, mobile is driving interactions between organisations and their audiences and technology is having a critical role in enhancing the digital customer experience and, ultimately, in increasing conversions and sales.
 
As a result, inbound marketing is not only gaining prominence among marketers but also is making marketing strategies more effective, as inbound organisations are 4 times as likely to rate their marketing strategy highly.
 
Precisely, this is one of the main conclusions of the eight annual study “State of Inbound 2016” conducted by HubSpot, which aims to give a comprehensive overview of the main trends, strategies and challenges marketers and sales representatives face today as well as to provide relevant data to figure out how the marketing and sales’ future will look like in an increasing mobile, technological and digital world. This report reflects the opinions of more than 4500 respondents (namely marketers and sales representatives) from 132 countries.
 
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Google AdWords: The null “-“ will replace the default 6 on Quality Score reporting

Posted on 30. August 2016 by .

Source: bachecamafalda - Fotolia.com

Source: bachecamafalda – Fotolia.com

Google is continuously evolving and moving forward with the objective of finding the perfect algorithm and the most effective functionalities so that users can find exactly what they are looking for even when they don’t have a clear idea of what they want. In the context of this ever-evolving society, AdWords is no exception.
 
Over the last months, Google has been working hard on some updates that may impact in the result of ad campaigns. The last one, which has been recently announced, will take effect from September, 12 this year and aims at bringing more transparency into Quality Score reports.

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Olympics 2016: Was it possible to succeed under #Rule40? [Recap]

Posted on 23. August 2016 by .

Source: pexels.com

Source: pexels.com

The Olympic Flame was blown out, terminating the XXXI Olympiad (Rio 2016) and handing over to Tokyo 2020. These Summer Games, the first in South America, will be remembered for the contrast between lights and shadows. On the one hand, the glory won by Michael Phelps, Simone Biles, Usain Bolt, the amazing cross-channel media coverages and the takeaways given by inspirational stories. On the other side, however, the virus Zika, the green pools, the scandal of the US swimmers headed by Lochte, the echoes of doping and corruption and, of course, the #Rule40 revealed what mistakes should not be made in the digital era and what problems should not come up during such kind of event, but also what best practices should be followed.
 
As we already explained in the preview article, the relaxation of #Rule40 by the IOC, although it meant to take a step forward in the rights of those non-sponsor brands that have a contract with an Olympic athlete, forced those brands to come up with inventive concepts and stimulate their creativity to make profit and stand out without mentioning, even vaguely, any intellectual property content related to the Games. With the rules laid down, did anyone fulfil these expectations? Were there brands which deserve the gold medal in smartness? Let’s see!
 
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