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.
Selling glasses online is a complex business, and there is now serious competition among classic traders and pure players, even in this initially controversial business model. Occasion enough for 4Care, one of Europe’s leading omni-channel providers of contact lenses, care products, and classes, to do a general overhaul of their fleet.
The migration to Intershop 7.3, the implementation of a responsive design, as well as a design merger of Lensbest and their partner sites, were important project goals. 4Care found a strong partner in us for this project.
The optimisation of the product data structure and the connected import and staging processes, as well as creating a new system landscape for the operation of the platform was also part of the project. This was no exercise for beginners, but we managed to master this complex project with success:
2014 was a productive year for us. Apart from the annual Trend Book, a total of seven white papers on e-commerce and online marketing topics were published. They are all exclusively designed for manufacturers, shipping traders and publishers, and can be requested on our home page free of charge.
E-Commerce is still new territory in B2B. However, there is great potential for manufacturers and traders there. Companies, who are already building up their e-commerce competencies will benefit in the long term. In our white paper »”E-Commerce Potential in B2B”« we answer the question, what e-commerce can do for brand manufacturers and industry.
Visitors to online shops are multifaceted and all users have different levels of knowledge, especially when it comes to service. One customer may have no problems in the shop, while another breaks-off their purchase because they can’t find their way around. This is exactly what needs to be avoided. The break-off rate can be lowered by up to 20 percent by a “unique selling proposition” (USP).
Social networks support customer loyalty – at least that was the general opinion to date. That fact that only a small number of followers see a post in their newsfeed at all may have occurred to a few social media managers, but no one drew any overarching conclusions from it. Does using Facebook, Twitter and co for band marketing actually make sense? Or is a social marketing channel an end in itself and don’t have any more defined aims? Future changes, such as a lower advertising frequency in Facebook’s news-streams will limited the reach even further.
Innovative and concerned with growth – that is the growth hacker. This job description has no general profile, but adjusts to a company’s growth aims. Basically, the tech savvy growth hacker focuses, as the name indicates, on growth; be it in turnover, reach, users, or staff. Important tool for this trade are analysis tools, social media channels and innovative campaign ideas, which stand in contrast to classic marketing actions.
The birth place of viral campaigns or the front page of the internet – this is how Reddit is often labelled. The platform is a mixture of forum and social network. Users can put together their own personal newsfeed and receive information and links or pictures, for instance from the marketing world, via so-called subreddits. Reddit may still be struggling with monetisation for their idea, but marketers can already make use of this service for their own interests.
Coupon marketing generates new customers and activates existing ones. The deals.com Coupon Study 2014 shows how well-liked vouchers and coupons are among online shoppers. 50 percent of those surveyed have used a coupon two to five times so far this year.
The lucrative online couponing market
The deals.com Coupon Study 2014 delivers interesting figures on coupon users in 2013 and 2014. 47 percent of those surveyed say that they would shop in a new shop because of a coupon. 14 percent of those surveyed even shop in a shop only if they find or receive the right coupon beforehand. Coupons with a minimum order value seem to be especially fruitful: 46 percent of customers have spent more in order to reach a minimum order value of a coupon. Every fifth person says they spend more than planned, as they assumed that they then save (even)more money.
Up to now, social network Twitter has focused on an unfiltered news stream…but these times appear to be over. Similarly to Facebook, particularly relevant Tweets disturb the chronological order. Even Tweets by people you don’t follow will reportedly turn up in your stream in the future.
Advertising displayed for the individual user – we’ve got that already: the Google display network is still doing good work. But with the advertising network Atlas, Facebook also wants to display advertising…everywhere, not just on users’ newsfeeds. However, personalised advertising requires information on the user. Isn’t it practical that Facebook knows more than the name of 1.2 billion people?
Electronic sport – e-sport – is a phenomenon, something incomprehensible for many people. The typical cliché: darkened back rooms, the only source of lights are the LED monitors, humming computers, a kettle and 5 minute tureen food at the ready, which is washed down by energy drinks. The marketing and e-commerce branches should say goodbye to these clichés as quickly as possible.