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.
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.
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!
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 9thINTERNET WORLD BUSINESS Shop Awards on the eve of the event.
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.
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.
»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.
Anyone who wants to digitize today doesn’t need an app anymore. There’s long been a smarter solution to meet today’s user requirements: Progressive Web Apps. By combining the features of a mobile-optimised website with the usability of an app, they significantly enhance the user experience, not just from an end-user perspective, but also from a business perspective. Today we’ll show you the advantages of this new technology based on different use cases from the digital business, and also on a very special example from the successful cooperation of dotSource with science.
User behaviour is constantly changing. The use of the smartphones is increasing in compared to desktop and virtual assistants are spreading. This development, in turn, obviously affects search behaviour. Google has recognised this tendency and continues to adapt to this (search) reality. Featured Snippets are a consequence of this.
Today, we’ll explain why companies shouldn’t underestimate this search result format and what they should pay particular attention to.
Being successful without maintaining a social media presence? Unlikely! Companies benefit from the enormous reach and a »personal« relationship with their customers. And networks? They’re making billions thanks to the social media presence of other companies.
Now it’s also the case with customer relationships that they’ll evolve with years to come and become even more intimate. Platforms want this anyway: They’re integrating more and more features so that companies can build relationships with their customers and grow social media marketing budgets year over year.
In 2019 social commerce will increase e-commerce sales, and also affect omnichannel retail. Which social commerce trends shouldn’t be missed in 2019? We’ll tell you.
As in swimming, there are also a number of internationally successful competitors in the cloud industry. SAP is one of the newcomers here. But what makes the cloud platform from SAP so special? To what extent does SAP differ, especially through »HANA«, from the other cloud providers? After all, SAP HANA is the basis of all cloud products from SAP and THE unique selling proposition among cloud providers.
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