W4 Marketingblatt

MARKETINGBLATT

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    Loyalty to brands is continually declining among buyers. Companies continue to invest large budgets to help consumers build brand loyalty. The measures and methods used have changed significantly with the communication opportunities offered by digitalization. Brands focus on improved customer...

    The digitalization and interaction of consumers with brands has caused a change of demands in communication. Flexibility in messages and the visual appearance is needed to fulfill the expectations of all target groups as well as the media. A reasonable explanation comes from a close look at the...

    As the popularity of marketing automation increases, the number of solution providers is growing too. Comparing the various solutions under various aspects like objectives, features and costs is essential to achieve the best ROI.

    Suppliers of marketing automation software such as HubSpot or Eloqua are currently working on new applications and products with integrated AI. The goal is to better take the needs and preferences of customers and leads into account.

    More than 80 percent of initial B2B perceptions take place online: Providers, products, services and their areas of application as well as evaluations by third parties are the first contact points from organic or paid search results. 70 percent of the sales process in online campaigns is already...

    China has established itself at the top of the hot list of worldwide sales markets. As a result, companies invest a lot of money to set up locations in Beijing, Shanghai or Shenzhen, recruit local staff and expect success to be coming quickly. 谈何容易 (tán hé róngy) is the Chinese proverb that we...

    Search engine optimization from yesterday does not necessarily have to be up-to-date today. The search behavior of users changes constantly. A few days ago, completely different keywords than today may have been used for researching exactly the same topic. There are several reasons for a...

    Google is among the most influential search engines worldwide and processes more than 3,45 billion search queries each day. Everybody knows this situation: If you need information, you pick up your smartphone or laptop. Search queries regarding companies as well as their locations and products...

    The Scrum framework

    Everybody is talking about agility: Many companies, particularly smaller ones, are increasingly focusing on agile project management in order to break up and optimize traditional processes. The goals are mostly similar: shorter planning periods, regular exchanges in a small...

    Once a certain routine has been established in your departments, it is difficult for employees to detect it and break out of it. Routinized processes are not necessarily negatively connotated, but inflexible project management can hinder a project’s success in our modern, fast-paced digital...