Disappointment – The Dark Side of Emotionalisation

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Marriage scam instead of true love – this is how modern advertising is compared to classic advertising in the article “Die Bemühung” (The Endeavour) on brandeins.de. While we used to court each other as though we were at a dance in the 50s, today we’re bombarded with messages like at a techno parade.

But it isn’t the associated penetrance and noise which are considered to be of critical importance, but that its messages bore deeply into our consciousness. To this end, brands build up relationships and above all, trust. This is how they cultivate their image. The topics emotionalisation is not without reason fashionable at the moment, it is part of our current evolutionary stage in marketing and advertising.

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Fab Buries European Business – Apart from Customised Furniture

Fab LogoFab have once again dared a change in business model, which has been declared a new beginning. This can now be seen in their shop: gone is the trendy kitsch, along with the funny home accessories. Instead, a “partner for sophisticated tailored furniture solutions” awaits the visitor.

Their competence for shelving and table systems is all that remains.

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Gender Commerce: Top Brands Excite Men and Women

Gender Marketing
Photo: D. Sharon Pruitt

Female, or rather gender commerce, is more than just a trendy topic. Online shops, which focus on a specific target group, also have to be optimised for gender specific requirements. For instance, it behoves a company where 90 percent of the turnover comes from women, to concentrate on the needs of female customers as part of customer orientation.

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Internationalisation in e-commerce – reasons to turn your back on Germany

Gründe für Internationalisierung im E-Commerce
Photo: _tar0_ via flickr

Internationalisation is one of the biggest key words in e-commerce and will determine development in the following years. On the one hand, from our perspective competition e.g. from Alibab and Rakuten, comes onto the German market and heightens the competition even more. On the other hand, start-ups are begining to internationalise earlier than ever.

Where to expand to? Even established players have not only been asking themselves this question since the Samwer brothers exported their business model to all corners of the world. A survey in 2012, conducted under decision makers showed that Russia was leading the list of expansion targets with 31%, followed by Brazil (24%), China (23%), India (22%) and Japan (22%). In Europe Germany and Britain attract 21% and 16% respectively.

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Young people on shopping: will multichannel soon be reality?

Multichannel kommt bei Jugendlichen gut an
Photo: Milena Mihaylova

Multichannel is controversial, to put it mildly. Everyone who has dealt with online trade knows this. The taz column which came out recently, The next big thing im WTF-Marketing brings the concerns of critics to a point with a sharp tongue.

US magazine “The Atlantic” deals with tech future trends and was happy to take sides with multichannel advocates in the framework of the series Kids these days, which drew on the perspective of young people on shopping habits.

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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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More than a USP: Emotionalisation in E-Commerce

Emotional Shopping
Photo: Bert Kaufmann

When it comes to animating customers, the key word ‘emotionalisation’ is often heard in e-commerce. Whenever it is about conjuring a smile to the customer’s lips, the buzz word comes up most often by pure players, such as Fab (“smiles guaranteed”). But why? It is because we want to get rid of the image of the tech orientated e-commerce enterprise? Naturally an emotional shop provides higher recognition value, awakens enthusiasm and the desire to browse, and raises conversion. Identification and customer connection may even come out of it.

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“Mobile Effects” Study shows mobile status quo in Germany

Mai-Runde der Mobile Effects Studie von Tomorrow Focus Media
“Is your mobilephone a smartphone?” Second Screen, tablet commerce, browsers vs apps – trends and topics in mobile web are still unchartered territory. In addition, the divide between the possibilities and the actual acceptance rate in Germany is increasing further. Not without reason, on regital.de Hagen Fiskeck asked if we will become a country of mobile development

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Deploying Mobile End Devices in B2B

The growing spread of mobile end devices has permanently influenced the B2B sector. Already today, for instance, smartphones are not to be wished away from the everyday workday of tradesmen, whether as a navigation device, digital spirit level, or an electronic logbook. Thanks to the camera, photos of equipment in need of repair can be taken; operation manuals and invoices can be downloaded via QR code.

Grohe B2B-App
With the “Pro App” Grohe offers installation videos, spare parts information, FAQs, Broschures, catalogues and a loyality programme.
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