The Marketing
Engineers’ Blog
Online communities, such as social networks or forums usually employ system emails to inform their users about community-internal processes. The community provider must guarantee that the sent system emails will reach the recipient. In order to track the delivery of system emails, there are three important performance figures. When a…
Results and expenditure of email marketing campaigns are often not directly related. One of the reasons is that companies often only focus on coverage and image. However, efficient email marketing requires – as every other marketing discipline – planning and control. Targets must be set and operationalised in measurable values.…
Apps are seen as the core of mobile terminal devices, such as smartphones and tablets. According to the ARD/ZDF online study in 2013, 44% of German-speaking online users have used apps. In the target group 14 – 29 year olds it is as high as 70 %. Apps are one…
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…
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…
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,…
International companies, as well as companies working in multilingual markets, such as Switzerland, must communicate with users in different languages in their email marketing. No matter whether the content of the marketing messages is adapted to the individual target markets or whether a standardised communication strategy is followed: every additional…
The head office supplies the products, the independent retailer on location takes care of the sales and the direct customer contact. Simply put, this is the concept of indirect distribution via trading partners. It is a common distribution model in retail, automotive and many other industries. Both parties ultimately pursue…
Mobile marketing is important for PoS – 57.8% of German retail companies agree with this statement (source: artegic). Special feature of mobile communication: Smartphones allow fixed location retailers to locate devices and therefore establish a location-based real-time communication – provided that the user has given his consent. Geolocation is one…
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,…