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Many companies carry out parts of their digital dialogue marketing in cooperation with partners or marketing teams at different locations. One example is indirect communication via sales partners, e.g. legally independent dealers in retail or franchisees in catering. The central office determines the basic alignment of the communication and provides the technical infrastructure. The partners…
BMW Motorrad is a brand of BMW AG and is represented in numerous countries around the world. For worldwide sales, BMW Motorbike primarily relies on an indirect sales model through independent dealers. This case study illustrates how BMW Motorrad implements a comprehensive and seamless customer experience while ensuring the highest data protection standards against the…
No more marketing without IT. Whether digital dialogue marketing, data analytics, programmatic advertising, or other (digital) marketing disciplines – the challenges of digital transformation in marketing cannot be mastered without suitable technologies. There are two main approaches to the use of marketing technologies: best of breed and single vendor solution. What distinguishes these two approaches…
Today, consumers go through a completely different buying process than they used to one or two decades ago. Not only in B2C, customers are exposed to a variety of information at different touchpoints. In B2B, too, (depending on the industry) it is increasingly difficult to penetrate a potential customer’s attention. Additionally, there are long decision-making…
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