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Online-Marketing 2012

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Online-Marketing im Jahre 2012 – Werbeformen, Big Player, Rahmenbedingungen und mehr! Eine Marketingstudie von Brigitte Brychta und Martina Ernst.

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Online-Marketing 2012

  1. 1. <ul><li>Autorinnen: </li></ul><ul><ul><li>Mag. Brigitte Brychta </li></ul></ul><ul><ul><li>Dipl. Des. Martina Ernst </li></ul></ul><ul><li>Betreuer: Mag. Michael Kornfeld </li></ul><ul><li>Quellen: </li></ul><ul><ul><li>8 Interviews </li></ul></ul><ul><ul><li>Internet-Recherchen </li></ul></ul>Die Marketingstudie Online-Marketing im Jahre 2012 – Werbeformen, Big Player, Rahmenbedingungen und mehr Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  2. 2. <ul><li>Online-Marketing-Möglichkeiten 2012 </li></ul><ul><ul><li>Eigenschaften und Trends </li></ul></ul><ul><ul><li>Die wichtigsten Formen </li></ul></ul><ul><ul><li>Szenarien und Visionäres </li></ul></ul><ul><li>Player im Online-Marketing 2012 </li></ul><ul><ul><li>Werbetreibende kommunizieren </li></ul></ul><ul><ul><li>Werbeträger gesucht </li></ul></ul><ul><ul><li>Druck auf Agenturen </li></ul></ul><ul><li>Beispiel GET Interactive </li></ul><ul><li>Online-Marketing 2012 – Überblick </li></ul>Online-Marketing 2012 Inhalt Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  3. 3. Online-Marketing 2012 visionäres Online-Marketing Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  4. 4. Online-Marketing 2012 von den 4P‘s zu den 4R‘s Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  5. 5. Community <ul><li>mobil </li></ul><ul><li>punktuell, situativ, zeitlich begrenzt </li></ul>Online-Marketing 2012 shift zur Community hohe Reichweite <ul><li>klare Kenntnis der Zielgruppe </li></ul><ul><li>feingetunte Botschaft </li></ul><ul><li>persönliche Ansprache </li></ul>Marketing-Botschaft Quelle: Haderlein 2006, Zukunftsinstitut GmbH, verändert <ul><li>Reichweite entsteht Nutzer- generiert (Schwarm-Effekt) </li></ul>Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  6. 6. <ul><li>Suchmaschinen-Marketing und Optimierung </li></ul><ul><li>Web 2.0 (User-Generated-Content) </li></ul><ul><li>Usability und Permission-Marketing </li></ul><ul><li>Mobiles Marketing </li></ul><ul><li>E-Mail-Marketing </li></ul><ul><li>Viral Marketing </li></ul><ul><li>Affiliate-Marketing </li></ul><ul><li>Virtuelle Welten und Spiele </li></ul><ul><li>TV und Video </li></ul><ul><li>Banner </li></ul>„ Jene Werkzeuge werden sich stärker entwickeln, die einfache Lösungen im undurchsichtigen Dschungel der Informationen anbieten.“ Melwisch, Unilever Online-Marketing 2012 Top 10 Werbeformen Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  7. 7. <ul><li>Wissensmanagement </li></ul><ul><li>Konsument Prosument (Informierte, Co-Kreatoren und Multiplikatoren) </li></ul><ul><li>hohe Kontaktqualität durch subtile Werbeformen </li></ul><ul><li>Blogger für Unternehmen interessant: </li></ul><ul><ul><li>Early Adopters von Technologien </li></ul></ul><ul><ul><li>aktive, multitasking Internet Surfer </li></ul></ul><ul><ul><li>Tolerante Konsumenten </li></ul></ul><ul><ul><li>Blogger vertrauen anderen Bloggern </li></ul></ul>Online-Marketing 2012 Partizipativen Fokus Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  8. 8. <ul><li>Unternehmen nutzen Crowdsourcing und setzen auf Intelligenz und freiwillige Beiträge von Usern </li></ul>Online-Marketing 2012 visionäre Beispiele <ul><li>Webtop statt Desktop </li></ul><ul><li>Personal Sponsoring </li></ul><ul><li>Body-Scan-Kabinen </li></ul><ul><li>Reputation Gard </li></ul><ul><li>Micro Blogging </li></ul>Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  9. 9. Online-Marketing 2012 Szenarien Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  10. 10. <ul><li>Werbeformen nach dem Gießkannenprinzip verlieren an Relevanz </li></ul><ul><li>Passive Werbeformen werden durch aktive Kunden- Kommunikation abgelöst </li></ul><ul><ul><li>Zielgenaue Werbung mit Mehrwert </li></ul></ul><ul><ul><li>Benutzerfreundlichkeit und Orientierungshilfen </li></ul></ul><ul><li>Mobiles Internet geht in die Massen </li></ul><ul><li>Werkzeuge mit der besten Werbewirkungsmessung setzen sich durch </li></ul><ul><li>Das Online-Marketing-Budget steigt </li></ul>Online-Marketing 2012 Fazit der Trends 2012 Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  11. 11. Budgets in Unternehmen 8,5-12% (2007)  25% (2012-2017) Quelle: Werbebarometer „ Amerika ist generell ein Laboratorium für Tests, weil der Konsument 2 bis 4 Jahre weiter ist als in Europa.“ Melwisch, Unilever Internet-Nutzer : 74 % (2007)  80 % (2012) Online am Gesamt-Werbebudget 2%-4% (Ö 2007)  8% (Ö 2012, USA 2007) Quellen: oewa.at, Focus, werbeplanung.at Online-Marketing 2012 Bedeutung steigt Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  12. 12. <ul><li>C2C : Kunde(n)  Kunde(n) </li></ul><ul><li>Beispiel Produktforen </li></ul><ul><li>B2B : Unternehmen  Unternehmen </li></ul><ul><li>Beispiel E-Mail-Marketing </li></ul><ul><li>B2C : Unternehmen  Kunde(n) </li></ul><ul><li>Beispiel interaktive Banner </li></ul><ul><li>C2B : Kunde(n)  Unternehmen </li></ul><ul><li>Beispiel Produktbewertungen </li></ul>„ Die Kontrolle und die Deutung der Marke ist schon längst an den aktiven Konsumenten übergeben worden.“ Rappold, knallgrau Online-Marketing 2012 Werbetreibende kommunizieren Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  13. 13. Online-Marketing 2012 Tipps für Unternehmen Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008 mehrere Kanäle Nischen bedienen <ul><li>integriertes Marketing </li></ul><ul><li>Erfolgsmessung </li></ul><ul><li>Druck auf Agenturen </li></ul><ul><li>integriertes Marketing </li></ul><ul><li>Erfolgsmessung </li></ul><ul><li>Suchmaschinen-Marketing </li></ul><ul><li>Userfreundliche Werbung </li></ul><ul><li>Virales Marketing </li></ul><ul><li>Imagekampagnen </li></ul><ul><li>Suchmaschinen-Marketing </li></ul><ul><li>Virales Marketing </li></ul><ul><li>Interaktive Kommunikation </li></ul><ul><li>E-Mail-Marketing </li></ul><ul><li>Agenturen buchen </li></ul><ul><li>selber buchen </li></ul><ul><li>selber machen </li></ul><ul><li>selber buchen </li></ul>
  14. 14. <ul><li>Vergleichbare Erfolgszahlen </li></ul><ul><li>Image- und Branding-Kampagnen </li></ul><ul><ul><li>Sichtkontakte: Ad- oder Page-Impressions, Unique User </li></ul></ul><ul><ul><li>Bewertung des Kontext </li></ul></ul><ul><li>Response Kampagnen , Performance-orientiert </li></ul><ul><ul><li>Cost per Action, Cost per Order, … </li></ul></ul><ul><ul><li>E-Mail-Kennzahlen </li></ul></ul><ul><ul><li>Response Raten im CRM </li></ul></ul><ul><ul><li>Response Raten für Mobile und iTV </li></ul></ul>„ Der Ruf nach definierter Werbung wird lauter.“ Kornfeld, str-act! Online-Marketing 2012 Werbeträger gesucht Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  15. 15. Erwartungen mehr Kanäle Große Agenturen mit „digital Departments“ Spezialisierte Agenturen für Online-Marketing Agenturen verschmelzen, vernetzen sich oder wachsen. mehr Geld Media-Planung Online-Marketing 2012 Druck auf Agenturen Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  16. 16. <ul><li>erfolgreiche Werbetreibende </li></ul><ul><ul><li>Integriertes Marketing </li></ul></ul><ul><ul><li>direkter Dialog mit Kunden </li></ul></ul><ul><ul><li>Massenwerbung nur für Image </li></ul></ul><ul><li>attraktive Werbeplattformen </li></ul><ul><ul><li>Nischen- und Massenwerkzeuge </li></ul></ul><ul><ul><li>unterstützen Erfolgsmessung </li></ul></ul><ul><li>gute Online-Agenturen </li></ul><ul><ul><li>Partizipative Online-Werkzeuge </li></ul></ul><ul><ul><li>Bedienen Nischen </li></ul></ul><ul><li>Erfolgsmessung </li></ul>Online-Marketing 2012 Big Player evaluieren <ul><li>Marken pflegen </li></ul>Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  17. 17. Online-Marketing 2012 iTV von GET Interactive <ul><li>visionäre Kommunikation </li></ul><ul><li>Entertainment </li></ul><ul><li>hoher Kundennutzen </li></ul>Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  18. 18. Nische Masse Top Flop U&P SEM E-Mail Banner Blog SN Viral G&VW Affiliates Mobile Online-Shop TV&V Tagging TV&V=IP-TV &Video, G&VW=Games & virtuelle Welten , U&P=Usability & Permission, SN=Soziale Netzwerke Online-Marketing 2012 Werkzeuge und ihre Wichtigkeit Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008
  19. 19. Online-Marketing 2012 www.lux-us.at/onlinemarketing Mag. Brigitte Brychta und Dipl.Des. Martina Ernst – 29.04. 2008

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