Marketing
-
The effective strategy against scatter loss
Posted by Christoph Spengler on 23.11.2018Read moreAlmost every company today is feeling the effects of ongoing digitalization. In marketing, this is leading to everincreasing scatter loss. The following article explains how to counteract this.
-
The customer journey is a matter for the boss
Posted by Christoph Spengler on 17.07.2018Read moreCustomer journey management has become a strategic management task in recent years, so it’s a matter for the boss. Used correctly in the context of digitalization, customer journey management can achieve substantial increases in efficiency.
-
Get to grips with reach
Posted by Christoph Spengler on 06.06.2018Read moreThe quantitative performance indicator “reach” is always included as a factor in media planning. And so far, reach has steadfastly endured, despite the upheavals of digitalization. But in the omnichannel world, is reach (still) fit for use when it comes to managing paid media? Here are some ideas based on our experience – with tips from media research.
-
If you kick differently, you shop differently
Posted by Bianca Oehl on 02.02.2018Read moreINTERSPORT Germany is adapting campaigns to new customer segments based on real data – each with a specific touchpoint mix and appropriate products along the individual customer journeys.