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.

Conversion optimisation – Tips for a better user experience and more success in e-commerce [Part 1]

13. June 201913. June 2019by Franziska Kunz 0

Conversion Optimierung Performance — Source: pixabay

Business goals are often explicitly defined: 10 million euros in revenue by 2022! Five per cent more traffic in the third quarter! An important key performance indicator (KPI) for achieving business goals is the conversion rate AKA the measurement that compares the amount of traffic and the amount of traffic that completes a certain goal you’ve set, like signing up for a subscription, newsletters, or even completing a purchase.

Page loading times are the biggest influence in e-commerce for a user’s conversion rate. In our latest Handelskraft series, »Conversion optimisation – Tips for a better user experience and more success in e-commerce,« we’d like to show you what’s possible when trying to increase conversion rates and reaching business goals. Part 1 starts with a foundation for effective conversion optimisation, which is best based on professional support in three major areas, conducting user research, commissioning a UX audit, and testing user behaviour.

Continue

(5 vote(s), average: 4.80 out of 5)

Using Google advertising for a perfect and comprehensive customer experience [5 Reading Tips]

27. May 201920. May 2019by Sara Herrera 0

Google, Suchmaschinewerbung, Display-Anzeige — Image by Gerd Altmann from Pixabay

From search to inspiration to final purchase, mobile users interact with multiple touchpoints along the entire customer journey. Consumers currently have less time and more and more options to choose from. The goal for companies is to reach customers at the right time with the best offer.

It’s also reflected in the way that advertising looks today, where and how it works. It’s in tempting and highly consumable formats, it’s a staple of customer engagement, winning through mobile, seamless experiences on and between every channel. Not to mention their functionality as a success.

Two weeks ago, Google presented its new advertising formats at the annual Marketing Live Conference. A clear trend emerged. In addition to AI, visuals are becoming more and more important in the world of online advertising. Which formats are specifically involved? We’ve put together the most important innovations for you.

Continue

(6 vote(s), average: 5.00 out of 5)

E-Commerce (General) Mobile Commerce Online Marketing Reading Tips of the Week SEO and SEM

Content is king: Top-5 commerce trends, revisited [Part 4]

10. May 20199. May 2019by Franziska Kunz 0

Our market is flooded with offers distributed through a variety of digital channels. Since it’s difficult to stand out from the competition in a sustainable manner. But how can you ensure you brand is visible, as more and more major players want to grab a piece of the market?

Classic online advertising hardly helps with this challenge. Many users are already blind to banner ads and just hide them automatically. Merging content and shopping, that is, content commerce can be a solution. Because customers value, added value!

In our fourth part of the series: Top-5 commerce trends, revisited, we’re asking: How do you become a content king?

Continue

(14 vote(s), average: 5.00 out of 5)

Best Practice Content commerce E-Commerce (General) Online Marketing

Direct-to-consumer brands: Brands rethinking customer relations in the digital age

6. May 20193. May 2019by Sara Herrera 0

direct-to-consumer, marketing, social media — Source: Photo by rawpixel.com from Pexels

In recent years, a number of so-called direct-to-consumer startups have emerged that want to rethink and improve customer relations. They focus on four milestones that are particularly relevant for smart consumers: Community, trust, experimentation, and independence. The latter refers to the courage to renounce all sorts of intermediaries.

In addition, such direct-to-consumer brands draw on the advantages of the digital market and its ongoing dynamism. Another brand that has joined this coveted group is the natural cosmetics brand LUSH.

But what’s behind this refurbished direct-to-consumer (D2C) approach and why is it trendy?

Continue

(14 vote(s), average: 4.93 out of 5)

E-Commerce (General) Online Marketing Reading Tips of the Week Social Web

Digital business compass: Handelskraft 2019 »Digital DNA« now available for download!

25. April 201924. April 2019by Franziska Kunz 0

Twelve years ago Handelskraft saw the light of the virtual world as a blog. Since then we have been reporting day by day on topics and trends of the digital revolution. And six years ago we published our first trend book: Handelskraft 2013 »Trends, strategies and potential in everywhere commerce«.

Old but gold, because going through it, you realise how long so many trends actually last. In 2019, and more than ever before, it’s all about theory becoming a real-life success and how to turn trends into innovations.

To do this, companies need to write their own digital code, because »Digital DNA« is what they need to survive in a highly competitive online business. It’s their evolutionary
advantage in the digital age and our title for this year’s trend book: Handelskraft 2019.

Continue

(15 vote(s), average: 5.00 out of 5)

Best Practice Content commerce E-Commerce (General) Facts Internal Jena Online Marketing Product Data Management Project Management Statistics, Data, Facts

TikTok: How videos and influencers are engaging Gen Z [5 Reading Tips]

22. April 201923. April 2019by Sara Herrera 0

teeneger, video, social media, content — Source: pixabay

The following isn’t a secret: Users are spending more and more time online and increasingly consuming more video content. There’s a lot to choose from. From elaborately produced series on video streaming services such as Netflix to everyday videos from private individuals. You can find clips on video platforms like YouTube, Facebook, and Instagram in different formats

Videos are equally self-explanatory, entertaining, and informative. Pictures can paint a thousand words, and with video, the amount of words is exponentially more. No wonder that videos are the alpha and omega in social media and content marketing and that video platforms are constantly developing more features for them.

New platforms such as TikTok are also being created to better meet the needs of a certain group of users. Teens are excited. But do you know what this is about and how you can use this video-based app for yourself? We’ve got answers!

Continue

(13 vote(s), average: 5.00 out of 5)

Content commerce E-Commerce (General) Mobile Commerce Online Marketing Reading Tips of the Week Social Commerce Social Web

Designing emotional customer relations in the digital era

5. April 20191. April 2019by Franziska Kunz 0

analogue Kundenbeziehung digital gestalten Handshake via Laptop Screen — Source: pixabay

Digitisation is all-encompassing — the more digital the business and the business processes, the better. Because the more automated processes taking place, the more time is left for the important things. At the top of this ranking of important things are, from a business point of view, the successful design of digital customer relations, the motivation not only to say customers are the focus but to make it a reality. This was also clearly noticeable at the Internet World Expo 2019 and at the 9th INTERNET WORLD BUSINESS Shop Awards on the eve of the event.

Continue

(15 vote(s), average: 5.00 out of 5)

Best Practice Content commerce E-Commerce (General) Fairs and Events Online Marketing Partnerships

New white paper: Selecting Marketing Automation Systems

29. March 201929. March 2019by Luise Beyer 0

Digitisation is now growing in Europe in sales and marketing departments. Marketing automation is getting said more and more often, but not many people know what that actually means.

Consumers have a strong buying power thanks to new technology, social media, and evaluation platforms. They’re more informed than ever before. Users’ expectations are increasing. They want an individual shopping experience, adapted to their interests. Marketing automation systems help marketing and sales automate processes to more effectively address potential and existing customers across all channels. It combines functions such as lead management, web tracking, campaign management, and workflows in a comprehensive software, and can be connected to existing systems such as a CRM or shop system.

In our new white paper, “Selecting Marketing Automation Software” we provide an overview of the basic characteristics of marketing automation, a guide to system evaluation, and a detailed overview of system vendors on the market. Entry-level solutions such as Hubspot, medium-sized solutions such as Evalanche, and enterprise systems such as Salesforce, Adobe and SAP Hybris are shown.

Continue

(16 vote(s), average: 5.00 out of 5)

E-Commerce (General) Facts Internal Online Marketing Statistics, Data, Facts

Distributed commerce: Shop anywhere with fewer clicks

13. March 201911. March 2019by Franziska Kunz 0

Moments of inspiration strike outside online shops, which is what distributed commerce takes advantage of. From Instagram to Facebook and Snapchat to TikTok, users on the platforms are reluctant to leave what they were doing just to buy something. So how can companies get on the feeds of hundreds, thousands, or even millions and get them to make a purchase? We’ll take a look at some real-world examples.

Continue

(12 vote(s), average: 5.00 out of 5)

Content commerce Design and Usability E-Commerce (General) Fashion International Online Marketing Social Commerce Social Web Statistics, Data, Facts

Real added value thanks to real-time personalisation [New study]

27. February 201925. February 2019by Franziska Kunz 0

eTail – Driving Decisions with Real-Time Data

»Time is money,« says Benjamin Franklin’s essay: »Advice to a Young Tradesman« published in 1748. And even over 270 years later, this famous quote hasn’t lost importance. On the contrary: More than ever before, the e-tailers – the “tradesmen” of today and tomorrow – need to make the most of their time, the time of their customers, and the signs of the times. Sounds philosophical, but leads to the central question of this fast-moving digital age: How do dealers manage to meet customer demands in light of the times?

And the answer – always presents companies with complex challenges: Almost everything has to be REAL. Real-time personalised offers, real-time for real relationship management from person to person, real content, promoted by real users, and not least, a true brand image. However, this will only succeed if companies “look for innovative and new ways” and integrate them – with the customer at the centre of all efforts – into their business strategy.

This is also shown by the study »eTail – Driving Decisions with Real-Time Data«, in which 100 e-commerce execs from Germany and Europe were asked at the end of 2018 about which challenges they currently face. Today, you’ll learn what the Worldwide Business Research Insights study in collaboration with dotSource, Looker Data Science Inc., and Algolia has revealed.

Continue

(8 vote(s), average: 5.00 out of 5)

Best Practice Content commerce E-Commerce (General) Internal International Mobile Commerce Online Marketing Partnerships Project Management Social Commerce Statistics, Data, Facts