Von wegen Bye Bye: Vertrieb braucht Marketing als Sparringspartner auf Augenhöhe


Silke Hermann und Niels Pflaeging haben in Heft 1/2018 der Zeitschrift #acquisa einen lesenswerten Beitrag unter der Überschrift Bye-bye Marketingabteilung! geschrieben. Sie analysieren scharf Missstände, die auch aus meiner Sicht heute in vielen Marketingorganisationen und im generellen Verständnis der Marketingprofession vorherrschen. Ich liebe einige Aussagen: Was sich heute beobachten lässt, ist: Die meisten Marketingbereiche in Unternehmen … Von wegen Bye Bye: Vertrieb braucht Marketing als Sparringspartner auf Augenhöhe weiterlesen

Google Chrome mit Ad-Blocker – Immer mehr Anzeigen mit Anti-Adblocking Code


Nun baut auch Google ab 15. Februar einen Ad-Blocker in Chrome ein. Der Kampf zwischen Ad-Blockern und Anti-Ad-Blockern in Browsern läuft. Ach ja, eine Coalition for Better Ads mit Google und Facebook als Mitglieder definiert den Standard, was Werbung ist ... The ad-blocker arms race heats up: The war over online ads, with users and … Google Chrome mit Ad-Blocker – Immer mehr Anzeigen mit Anti-Adblocking Code weiterlesen

[EN] The Role of Social Media in B2B buyers’ decision making | CustomerThink


Some key facts and recommended read on the role of social media in B2B buyers' decision making, which should make us think. To put this in perspective, one American university study found a massive 75% of B2B buyers were influenced by information they found on social media – showing that having a well thought out … [EN] The Role of Social Media in B2B buyers’ decision making | CustomerThink weiterlesen

[EN] Lessons on Paid Media and let us respect our Customers [INFOGRAPHIC] | via Social Media Today


As a strong believer in good, relevant, if possible regional relevant content I do find this infographic and the findings of the survey behind it extremely useful. I do see a tendency right now to invest in Paid Media - which is the right way -, but to forget, what the potential customer wants: They … [EN] Lessons on Paid Media and let us respect our Customers [INFOGRAPHIC] | via Social Media Today weiterlesen

[EN] How to Create a High-Converting Landing Page (@JeffBullas)


Very true statements on the importance of good landing pages with a clear, interesting and impactful call to action: What is the first thing visitors notice when they come to your website? If you’re being deliberate about how you direct people to your site, it’s going to be a landing page. The first glimpse of … [EN] How to Create a High-Converting Landing Page (@JeffBullas) weiterlesen

[EN] Marketing to the “Connected” Generation


Think about it! This is the “connected” generation, those 18-34 year olds who are now responsible for $500 billion in internet spending each year. And in just a few more years, they will make up 75% of the workforce. Here are a few characteristics of this group that should impact your marketing strategies:# They're connected … [EN] Marketing to the “Connected” Generation weiterlesen

[EN] Even more in Digital: You need to know your Customers


Are your digital channels the most effective ones? While digitization, overall, is a no-regrets play, some channels resonate more in certain industries. When we compared two retail brands, we found that social media converted consideration into purchases twice as effectively as other digital channels did. For two Italian banks we studied, online searches were found … [EN] Even more in Digital: You need to know your Customers weiterlesen

[EN] Marketers: 85 % of the Business Executives prefer Text when making Business Decisions


Content Marketing (in conjunction with Digital Marketing) are hot at this very moment. And of course Marketing Departments are discussing, how much and which content to create. Obviously in the age of YouTube and Instagram in particular the younger marketers are pushing videos and graphics as content type. As an old-fashioned former journalist I still … [EN] Marketers: 85 % of the Business Executives prefer Text when making Business Decisions weiterlesen

[DE] Zuhören statt Abhören – Die feine Linie zwischen erwünschtem Service und Spionage


In den vergangenen Monaten hat mich das Thema Big Data, Analytics und Personalisierung im Zusammenhang mit dem Tracken von Kunden- bzw. Surfverhalten stark umgetrieben. Jeder kennt das Thema ja: Cookies - und nicht nur die - erfassen, wo man im Netz gesurft hat und wofür man sich interessiert, was man vielleicht kaufen möchte. Plötzlich tauchen … [DE] Zuhören statt Abhören – Die feine Linie zwischen erwünschtem Service und Spionage weiterlesen

[EN] Data should work in both your and the customer’s favor


As a marketer, however, I have to be careful with how I use shared information. As a B2B marketer, I have to be even more careful, since most B2B software purchasers have grey hair like me and tend to be less trusting when it comes to privacy. The trick is to leverage data in a … [EN] Data should work in both your and the customer’s favor weiterlesen