Leitfaden Online-Marketing by Torsten Schwarz

By Torsten Schwarz

Seventy three Prozent der Deutschen sind on-line, ninety seven Prozent der Onliner nutzen das net, um sich vor dem Kauf über Produkte zu informieren. Auch wenn das meiste offline gekauft wird die Kaufentscheidung fällt im web. Wer in Suchmaschinen nicht gefunden wird, verliert Kunden. Wer auf der Homepage seine Produkte und Referenzen unprofessionell präsentiert, wird weggeklickt. Und wessen Kunden im Social net heute offen meckern, beklagt morgen Umsatzverluste. Das net gibt Kunden mehr Macht. Band 1 des Leitfaden Online-Marketing erschien 2007. Er hat sich schnell zum Standardwerk entwickelt und fehlt heute in keiner Agentur mehr. Damals gingen 8,9 Prozent des Werbebudgets ins net. Heute sind es 18,8 Prozent. Und so schnell wächst auch das Wissen. Band 2 warfare überfällig. Entstanden ist ein völlig neues Handbuch. 166 der führenden Köpfe aus dem Online-Marketing verraten, was once sich in der Praxis bewährt hat.

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13] C. Heinneccius, R. T. Kreutzer: TV als Response-Treiber. , 7/2007. [14] vergleiche weiterführend Ralf T. Kreutzer, Holger Kuhfuß, Wolfgang Hartmann: Marketing Excellence. Sieben Schlüssel zur Profilierung Ihrer Marketing Performance. - ISBN: 3834903906, Gabler, 2007. Klaus Brandmeyer: Alle führen Jahresgespräche. Und wer spricht mit dem Kunden? 2006. Ralf D. Brinkmann, Kurt H. Stapf: Innere Kündigung. - 224 Seiten, ISBN: 3406528155, Beck, 2005. K. Eck: Weblogs in der Kundenkommunikation. 0 das Marketing revolutioniert.

Sehr viel umfassender ist der Ansatz der international agierenden Marktforschungsgruppe Gallup, die einen international einsetzbaren Fragebogen erarbeitet hat, um den Faktor Employee Engagement zu ermitteln. Durch dessen Einsatz kann der Wert dieses Faktors für einzelne Geschäftsfelder, Vertriebsbereiche oder ein Unternehmen insgesamt ermittelt und untereinander oder mit ähnlichen Einheiten verglichen werden. Verschiedene Studien zeigen nicht nur einen positiven Zusammenhang zwischen der Mitarbeiterzufriedenheit und der Loyalität zum und dem Arbeitseinsatz im Unternehmen, sondern auch zwischen der Mitarbeiterzufriedenheit und der Kundenorientierung [11].

Vor allem sind es nicht mehr nur die jüngeren Nutzer, die das Internet zum Shopping einsetzen. Bis hin zu den 50-jährigen übertrifft inzwischen die Onlinebestellung den Katalogkauf, wie auch in den Grafiken zu sehen ist. Abb. 1: Einkaufswege nach Alter [2] 50 Martin Groß-Albenhausen: Online-Marketing im Versandhandel Abb. 2: Reaktanz nach Altersgruppen in Prozent [2] Abb. 3: Medien-Kreuzreferenz [2] Dass sich die Nutzer ähnlicher werden, zeigt auch die Medien-Kreuzreferenz. Jeder zweite Onlinekäufer ist auch Katalogkunde, fast jeder zweite, in 2006 jeder dritte Katalogkunde auch Onlinekäufer.

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