Users can be found in a variety of digital channels, therefore the complexity of the customer journey is increasing. Companies need to be present in all these channels and plan their campaigns in a way that the user receives the right impulses to systematically lead him along all touchpoints to…
Customer orientation can be a clear competitive advantage for a company. Lacking or insufficient customer orientation is actually more and more becoming a significant competitive disadvantage. According to a study by Oracle, European companies record up to 18% turnover loss due to lacking or inconsistent customer orientation. Customer orientation is…
Obtaining comprehensive consent for the collection of personal data in marketing is one of the most important challenges in direct digital marketing. The aim is to gain insights about users (e.g. product interests) from this data, which can then be used to individualise the online dialogue. However, it is not…
The individualisation of content is an important sales driver in direct digital marketing. The more information about a user is available, the more precisely you can tailor content to his preferences. For the start of the dialogue, i.e. after registration of the user, e.g. for a newsletter, you will face…
When optimising email content, a lot of time and creativity goes into the wording of product descriptions, test texts etc., as well as into layout and imagery. This is of course vital, as content and graphic design of an email are the key elements which persuade users to click. However,…
Customers in the digital world are used to receiving the required information immediately and without delay. However, the information must also be up-to-date. When a customer orders a product, which according to the online shop display is still available (or a product promoted in a newsletter) but in reality, is…
Mistakes in email marketing happen even in the largest and most successful companies. However, depending on the mistake, the impact can range from a user’s awkward surprise without consequences to serious damage to your business. We have compiled a few tips on how to avoid or at least significantly decrease…
Re-targeting emails to notify customers about filled but not checked out shopping baskets in online shops are a popular tool in email marketing of retail companies. However, employed in the wrong way, they can put off customers instead of reactivating them. A shopping basket, which is not checked out, yet,…
Use social media not only for unilateral push-communication but as a channel for the exchange at eye-level. Activate users instead of having only passive readers. Engagement instead of (only) coverage. In order to fully use the potential of social media, users should be involved in the dialogue. There are a…
With approximately 100 million active users and a valuation of 10 billion dollars, Snapchat is one of the most popular and currently most talked about mobile services. This messaging app allows users to take photos with a mobile device and send these to other users. The unique feature of this…