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Digital marketing

30 articles

Latest

  • AI in marketing requires new evaluation standards

    This article argues for a paradigm shift in the use of AI in marketing: Efficiency should not be the primary goal of AI deployment. Instead, it should be quality. The quality of the customer journey. The quality of the customer experience. The quality of the product. The quality of the service. When it comes to brand experiences, the starting point should always be “strategy first” or “brand strategy first,” not “AI first.”

    MarketingKai Bösterling16 minutes

  • What sets me apart - The search for your own digital positioning

    In many cases, the search for good content of one's own is not very strategic or even haphazard. This is because hardly anyone sets up their digital positioning sensibly right from the start. If this is done, meaningful content will result all by itself. Therefore, the positioning should be clarified in detail before the content strategy.

    BrandSebastian Heithoff8 minutes

  • Why you need to look at customers with a 360° view

    Companies today need to be able to offer their customers connected and personalized experiences. They must therefore work with a platform that aggregates customer insights from the entire company and makes them available to employees. After all, only with a 360° understanding of customer needs can companies gain an edge over the competition today.

    Beginner / BasicGuntram Friede4 minutes

  • Differentiation in the digital age

    Digitization and globalization have brought us many social advantages in recent years and decades. As consumers in particular, this has made many things cheaper, easier and faster in our everyday lives. Global supply chains and international networking have made the distances between people seemingly smaller. Any information we are looking for, any product we are interested in, we can quickly and easily find and compare the pros and cons of - all from the comfort of our couch on our cell phone. For companies, however, this permanent comparability means a new challenge. How should a manufacturer position itself correctly in order to stand out from the mass of search results with its own product? The answer may be easier than you think.

    MarketingDavid Schneider8 minutes

  • Influencer Marketing - What is it and what's the point?

    Influencer marketing is becoming increasingly important in the age of digital media. More and more companies and brands are using advertising with these social media role models. What it is and what it's all about, you'll learn in this article.

    Beginner / BasicBenjamin Talin4 minutes

  • From AI to Programmatic Print: These Trends Shape Online Marketing 2023

    In a rapidly changing and increasingly digital world, it is essential for companies to stay up to date and continuously adapt their marketing strategies. In this technical paper, we examine some of the key trends in online marketing for 2023 and discuss how companies can leverage them to best reach their target audiences.

    MarketingHartmut Deiwick6 minutes

  • From the idea to your own app - the implementation

    How do you get from the idea to your own app, which you can use successfully for your company? In this series of articles, you will learn about the individual phases in the development of an app and receive tips to make it a success. In this article, you will learn what needs to be considered when choosing the technology, the design and the implementation.

    Mobile TechnologiesChristina Canclini6 minutes