Registered downloads (e.g. whitepapers, studies or checklists) are among the most important and most used lead sources in B2B. Everyone who regularly searches for specialised information on the internet will have come across a download form at some point requesting a large number of (obligatory) details in addition to the obligatory email address. The requested…
The internet of things – the linking of smart products – is tipped off as the next big revolution in the information technology sector. A revolution which has the potential to significantly influence – if not dissolve and rearrange – the structures of whole sectors and supply chains as well as the competition rules. These changes…
Receiving an opt-in to online marketing, e.g. the subscription to a newsletter or an SMS info service, is the pre-condition for every digital dialogue. There are a variety of touchpoints where new opt-ins can be obtained. These are digital touchpoints where a registration form is directly embedded or at least linked. However, we often forget…
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 recommended to ask for comprehensive…
Email marketing is not only an essential tool in the communication with external stake holders (e.g. customers), it also helps to make the communication within a company more efficient and more professional. There are many occasions for internal corporate communication, e.g. information on improvements in the company/shop, e.g. exploitation of new markets, business reports/presentations of…
Email Marketing is Permission Marketing. This means the sending of promotional emails to a user is only legal with his explicit consent (opt-in). You can find more information on the legal requirements in email marketing in our checklist 23 Questions About Email Marketing and Law). Generating opt-ins is becoming an important task in email marketing.…
The economic significance of the internet industry in Germany is constantly increasing. Entrepreneurial players are not only internationally active internet corporations, but also small and medium-sized companies. How do you assess the competitiveness of German companies in the international comparison? Which potentials do you see and how can these be used and secured in the…
What does the current status of the Data Protection Regulation look like? With the vast majority of the parliament voting for the Data Protection Regulation, we have set a clear sign that we wish to negotiate immediately with the council. We as the European Parliament and also the public in Europe should expect from the…
Mr. Voss, could you give us an overview of the current status of the Data Protection Regulation in the EU? In March, the European Parliament has confirmed in a plenary the compromises in relation to the Data Protection Regulation negotiated last year. However, before we can enter in this trilogue, the council first needs to…
Customer demands and marketing competition are continuously growing. In direct digital marketing, it is important to lead a number of granular communications at different touchpoints and to do this in the most individualised manner possible for each user. This is not an easy task, as the recipient determines the location, time, channel and context and…