Das Online-Marketing-Cockpit: 8 Phasen einer erfolgreichen Online-Marketing-Strategie
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | German |
| Published: |
Wiesbaden
Springer Gabler
[2019]
|
| Edition: | Korrigierte Publikation |
| Subjects: | |
| Online Access: | Inhaltstext http://www.springer.com/ Inhaltsverzeichnis |
| Physical Description: | XIX, 137, E2 Seiten Illustrationen, Diagramme 21 cm x 14.8 cm |
| ISBN: | 9783658236144 3658236140 |
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Record in the Search Index
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|---|---|
| adam_text | INHALTSVERZEICHNIS
1
BEEINFLUSSENDE
FAKTOREN
...........................................................................
1
1.1
BUDGET
................................................................................................
1
1.2
MITBEWERBERSITUATION
..........................................................................
2
1.3
PERSONELLE
RESSOURCEN
.......................................................................
3
LITERATUR
........................................................................................................
3
2
DAS
ONLINE-MARKETING-COCKPIT
-
8
PHASEN
..........................................
5
2.1
PHASE
1:
POSITIONIERUNG
....................................................................
7
2.1.1
WO
GREIFT
EINE
GUTE
POSITIONIERUNG
ONLINE?
.......................
8
2.1.2
KOSTENFUEHRER
ODER
DIFFERENZIERER?
......................................
8
2.1.3
EKS
-
ENGPASSKONZENTRIERTE
STRATEGIE
...........................
9
2.1.4
MERKMALE
EINER
FUNKTIONIERENDEN
POSITIONIERUNG
.............
10
2.1.5
POSITIONIERUNG
ALS
ATTRAKTIVER
ARBEITGEBER
.........................
13
2.2
PHASE
2:
ZIELGRUPPENBESTIMMUNG
....................................................
17
2.2.1
LIMBIC
MAP
.......................................................................
19
2.2.2
B2C-
UND
B2B-PERSONABESCHREIBUNG
...............................
20
2.3
PHASE
3:
ZIELSETZUNG
.........................................................................
28
2.3.1
ZIELARTEN
...............................................................................
29
2.3.2
ONLINE-MARKETING-ZIELDEFINITION
........................................
31
2.3.3
GROSSE
ZIELE
VS.
REALISTISCHE
ZIELE
........................................
33
2.4
PHASE
4:
KANAL-
UND
INSTRUMENTENAUSWAHL
......................................
35
2.4.1
SEO
.....................................................................................
35
2.4.2
SEA
.....................................................................................
38
IX
X
INHALTSVERZEICHNIS
2.4.3
SOCIAL
MEDIA
.......................................................................
41
2.4.3.1
FACEBOOK
...............................................................
43
2.4.3.2
INSTAGRAM
...............................................................
46
2.4.3.3
PINTEREST
.................................................................
48
2.4.3.4
YOUTUBE
...............................................................
50
2.4.3.5
LINKEDIN
&
XING
................................................
53
2.4.3.6
TWITTER
...................................................................
56
2.4.4
CONTENT-MARKETING
...............................................................
57
2.4.5
INFLUENCER-MARKETING
...........................................................
59
2.4.6
E-MAIL-MARKETING
...............................................................
62
2.4.7
MOBILE
MARKETING
...............................................................
66
2.4.8
WEITERE
SUCHSYSTEME
...........................................................
67
2.4.9
DIE
PRIORISIERUNG
DER
KANAELE
UND
INSTRUMENTE
.................
68
2.4.9.1
DER
WETTBEWERBSVERGLEICH
.................................
69
2.4.9.2
SWOT-ANALYSE
....................................................
70
2.4.10
WIE
VIEL
TRAFFIC
BENOETIGEN
SIE,
UM
IHRE
UMSATZZIELE
ZU
ERREICHEN?
..................................................
72
2.5
PHASE
5:
CONTENTAUSWAHL
UND
-ERSTELLUNG
........................................
74
2.5.1
REZIPROZITAET
.........................................................................
77
2.5.2
SOCIAL
PROOF
.........................................................................
78
2.5.3
SYMPATHIE
.............................................................................
79
2.5.4
AUTORITAET
................................................................................
80
2.5.5
VERKNAPPUNG
.......................................................................
81
2.5.6
DAS
AIDAL-CONTENT-MODELL
..............................................
82
2.6
PHASE
6:
CONVERSION-OPTIMIERUNG
....................................................
89
2.6.1
SECHS
SCHRITTE
DER
CONVERSION-OPTIMIERUNG
......................
90
2.6.2
A/B-TESTING
.........................................................................
92
2.7
PHASE
7:
CONTROLLING
...........................................................................
97
2.7.1
DATENERHEBUNG
.....................................................................
99
2.7.2
ZIELTRACKING
.........................................................................
100
2.8
PHASE
8:
AUTOMATISIERUNG
.................................................................
104
2.8.1
ALL-IN-ONE-LOESUNG
...............................................................
105
2.8.2
SPEZIALLOESUNGEN
...................................................................
105
2.8.3
DIE
AUSWAHL
GEEIGNETER
MARKETING-
AUTOMATISIERUNGSTOOLS
.........................................................
106
LITERATUR
.........................................................................................................
109
INHALTSVERZEICHNIS
XI
3
DAS
ONLINE-MARKETING-COCKPIT
IN
DER
PRAXIS
......................................
115
3.1
NAEHSZENE
I
TURM-STOFFE
GMBH
......................................................
115
3.2
ALBRECHT
BAEUMER
GMBH
&
CO.
KG
................................................
123
3.3
SENSATIONAL
MARKETING
GMBH
..........................................................
131
LITERATUR
...........................................................................................................
134
4
FUEHREN
SIE
IHR
UNTERNEHMEN
MIT
DEM
COCKPIT
ZUM
ERFOLG
..................................................................................................
135
LITERATUR
........................................................................................................
137
ERRATUM
ZU:
DAS
ONLINE-MARKETING-COCKPIT
IN
DER
PRAXIS
........................
EL
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| indexdate | 2024-07-10T08:16:41Z |
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| physical | XIX, 137, E2 Seiten Illustrationen, Diagramme 21 cm x 14.8 cm |
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| spelling | Sens, Bastian Verfasser (DE-588)114830682X aut Das Online-Marketing-Cockpit 8 Phasen einer erfolgreichen Online-Marketing-Strategie Bastian Sens Korrigierte Publikation Wiesbaden Springer Gabler [2019] © 2019 XIX, 137, E2 Seiten Illustrationen, Diagramme 21 cm x 14.8 cm txt rdacontent n rdamedia nc rdacarrier Klein- und Mittelbetrieb (DE-588)4031031-0 gnd rswk-swf Online-Marketing (DE-588)7706419-7 gnd rswk-swf KJS Online-Marketing (DE-588)7706419-7 s DE-604 Klein- und Mittelbetrieb (DE-588)4031031-0 s Springer Fachmedien Wiesbaden (DE-588)1043386068 pbl Erscheint auch als Online-Ausgabe 978-3-658-23615-1 X:MVB text/html http://deposit.dnb.de/cgi-bin/dokserv?id=f89196f3ebb44acdb8292577f8d5c29c&prov=M&dok_var=1&dok_ext=htm Inhaltstext X:MVB http://www.springer.com/ DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030770675&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Sens, Bastian Das Online-Marketing-Cockpit 8 Phasen einer erfolgreichen Online-Marketing-Strategie Klein- und Mittelbetrieb (DE-588)4031031-0 gnd Online-Marketing (DE-588)7706419-7 gnd |
| subject_GND | (DE-588)4031031-0 (DE-588)7706419-7 |
| title | Das Online-Marketing-Cockpit 8 Phasen einer erfolgreichen Online-Marketing-Strategie |
| title_auth | Das Online-Marketing-Cockpit 8 Phasen einer erfolgreichen Online-Marketing-Strategie |
| title_exact_search | Das Online-Marketing-Cockpit 8 Phasen einer erfolgreichen Online-Marketing-Strategie |
| title_full | Das Online-Marketing-Cockpit 8 Phasen einer erfolgreichen Online-Marketing-Strategie Bastian Sens |
| title_fullStr | Das Online-Marketing-Cockpit 8 Phasen einer erfolgreichen Online-Marketing-Strategie Bastian Sens |
| title_full_unstemmed | Das Online-Marketing-Cockpit 8 Phasen einer erfolgreichen Online-Marketing-Strategie Bastian Sens |
| title_short | Das Online-Marketing-Cockpit |
| title_sort | das online marketing cockpit 8 phasen einer erfolgreichen online marketing strategie |
| title_sub | 8 Phasen einer erfolgreichen Online-Marketing-Strategie |
| topic | Klein- und Mittelbetrieb (DE-588)4031031-0 gnd Online-Marketing (DE-588)7706419-7 gnd |
| topic_facet | Klein- und Mittelbetrieb Online-Marketing |
| url | http://deposit.dnb.de/cgi-bin/dokserv?id=f89196f3ebb44acdb8292577f8d5c29c&prov=M&dok_var=1&dok_ext=htm http://www.springer.com/ http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=030770675&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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