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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Bye Bye Cookies: Facebook Atlas Marches onto the Display Advertising Battle Field

Grafik: Duncan Hull
Graphic: Duncan Hull

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?

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It’s Not Just Nerds Who Bet on E-Sport

Grafik:Kelly Kline
Graphic:Kelly Kline

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.

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Exit Intent Pop-up as new conversion booster?

christopher_essums_no_exit
Graphic: Christopher Sessums

“Let travellers embark on their journey” – The current exit intent pop-up trend is ignoring this motto. On the contrary, these little windows hold up everyone wanting to exit a site. What initially sounds annoying looks very different on paper. Users of the marketing tool are reporting raised conversion rates and higher sales. Thanks to exit-intent the cost of the tool is supposed to be recuperated within a few days, at least according to providers.

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Easing New Customer Acquisition in B2B with Online Marketing

Online Marketing im B2B
Graphic: Duncan Hull

Through the integration of an e-commerce system, the way to new customer acquisition stands open for B2B marketers via online marketing.

As long as the product data isn’t only visible to a closed user groups, the online shop can be optimised according to all SEO rules, assuring better rankings.

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There are many paths to the emotional customer approach

Thinking about emotion in e-commerce, it is easy to get caught up in clichés: Happiness and the mood for shopping always appear to go hand in hand. This may be true for usability and the user experience, however, looking at the emotions which make us reach for our (virtual) credit cards, it seems they are not always positive (quite the contrary).

The ‘wheel of emotions’ by American psychologist Robert Plutchik shows that orientation around positive feelings falls short of the mark, because they constitute just a small part of our emotional states.

Plutchik-wheel.svg
Plutchik-wheel” by Machine Elf 1735Own work. Licensed under Public domain via Wikimedia Commons.

Marketing campaigns, such as “miserliness is marvellous,” have long since recognised that it is not always positive feelings which drive us.

For instance, it is the fear of losing a new pair of glasses which advices us to take out an insurance policy for them. Anger over exploitation and chemical additives in clothing material leads us to buy sustainably. Jealousy, or the need to keep up, can be a trigger to buy high-end products.

An interesting approach will take the complete width of human emotions into account, and thereby achieve new forms of customer approach. Selectively raising an issue and offering a solution can also make use of negativity. When the client gets the feeling that their problems are taken seriously and solutions are being offered, this leads back to positive emotions.

Topics such as emotional customer approaches will be dealt with at our Handelskraft E-Commerce Breakfast taking place in eight cities in Germany and Switzerland this year.

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Why marketing stagnated in 2004 (storytelling)

Storytelling

Gary Vaynerchuk, entrepreneur and social media expert is stunned: 99 percent of marketers still run marketing and advertising as though it were 2004 not 2014 – via print, TV, radio, or billboards.

He summarised what is catastrophic about this in the slideshare presentation below. Traditional channels are not half as valuable as they used to be. People waiting for the bus don’t look at billboards anymore; they look at their smart phones. E-mails are the plague of western civilisation and thanks to google, have finally disappeared into the inbox’s very last drawers.

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Brands on Facebook don’t have a coverage problem, they have a relevance problem

The coverage of business pages on Facebook has been perceptibly sinking for some time. Why this is the case should be discussed elsewhere. What is more interesting is what businesses can do to become more relevant.

Statista Facebook-Reichweite von Unternehmen
Grafik: Statista

(Enterprises lose reach on Facebook: The organic reach of contents of Facebook business sites (in % of fans)

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4 Ideas for more Personalisation in E-Commerce

Photo: Intel Free Press
The trend towards personalisation in e-commerce is picking up speed. It isn’t just been about location anymore. Customer address, as well as prices and products shown in the shop are increasingly being adjusted according to the situation and preferences of the customer. For instance, shops are optimised for the gender shopping there most often, prices change according to time, day, and wallet size, and the weather is taken into account on electronic billboard advertising.

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B2B Marketing = Marketing Boring Products?

Content Marketing im B2B
Photo: Sharon Mollerus
How do I create content in B2B? Not every product is attractive and has an exciting background story. This problem, which has already caused headaches in B2C, is even more prevalent in B2B. Most companies in this area can more or less be placed in the ‘boring industries’ category. How is it possible to create and market interesting, comprehensive content here?

Ross Hudgens, who calls himself a content-marketing expert with a SEO background, has a plethora of tips and ideas for this challenge.

Go into depth: Naturally, there is hardly a manufacturer which can compete with B2C enterprises, such as Zalando, when it comes to image and product attractiveness. However, there are numerous points of connection which could interest customers, partners, and the branch. They aren’t sexy, but relevant and not as self-explanatory as one would think from an inside perspective.

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