Table Of Content

Ralf T. Kreutzer Online Marketing Online Marketing Ralf T. Kreutzer Online Marketing Ralf T. Kreutzer Berlin, Germany This book is a translation of the original German edition „Online-Marketing“ by Kreutzer, Ralf T., published by Springer Fachmedien Wiesbaden GmbH, part of Springer Nature in 2021. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation. Springer Nature works continuously to further the development of tools for the production of books and on the related technologies to support the authors. ISBN 978-3-658-35368-1 ISBN 978-3-658-35369-8 (eBook) https://doi.org/10.1007/978-3-658-35369-8 © Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2022 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmis- sion or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, expressed or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Fachmedien Wiesbaden GmbH part of Springer Nature. The registered company address is: Abraham-Lincoln-Str. 46, 65189 Wiesbaden, Germany V Preface to the First Edition Dear Readers, The triumph of online marketing can no longer be stopped. Every business would do well to consider in what form they should make use of online marketing. Outsiders who do not engage online in one form or another will be marginalized in the long run and disappear from the market. Because those who are not found online no longer exist for ever-widening circles of users! Therefore, today, it is more important than ever to know the most important levers and success factors of online marketing and to use them skillfully. This work is intended to provide an introduction to this. The classic fields of online marketing, such as the design of the corporate website, search engine marketing, online advertising and online PR, e-mail marketing, mobile marketing, and especially social media marketing, are presented transparently in their essential fields of action. In implementing what you have read, I wish you a “good hand” and much success at all times! Yours sincerely Ralf T. Kreutzer Berlin, Germany VII Contents 1 Instruments, Success Factors and Goals of Online Marketing ...... 1 1.1 Instruments of Online Marketing ................................................................................ 2 1.2 Development of Online Marketing ............................................................................. 7 1.3 Success Factors and Design Options for Online Marketing ................................ 12 1.4 General Expectations and Motives of Online Users .............................................. 26 1.5 Learning Control ................................................................................................................ 39 2 O nline Marketing Concept .................................................................................... 41 2.1 Classification of Online Marketing in Classic Marketing ...................................... 42 2.2 Planning the Online Marketing Deployment .......................................................... 44 2.3 Learning Control ................................................................................................................ 65 3 Instruments of Online Marketing ..................................................................... 67 3.1 Introductory Remarks on Online Marketing Tools ................................................. 69 3.2 Corporate Website ............................................................................................................ 73 3.2.1 Development of a Corporate Website .............................................................................. 73 3.2.2 E nsuring the Performance of a Corporate Website ..................................................... 82 3.2.3 F requency Building for a Corporate Website ................................................................. 86 3.3 Online Advertising ............................................................................................................ 90 3.3.1 F ormats and Measurement Criteria of Online Advertising ....................................... 90 3.3.2 Search Engine Advertising (SEA) ........................................................................................ 100 3.3.3 Affiliate Marketing ................................................................................................................... 107 3.3.4 O ther Aspects of Online Advertising ................................................................................ 112 3.4 Search Engine Optimization (SEO) .............................................................................. 113 3.4.1 B asics of Search Engine Optimization .............................................................................. 113 3.4.2 O n-Site and Off-Site Search Engine Optimization ....................................................... 116 3.5 E-Mail Marketing ............................................................................................................... 126 3.5.1 Basics of e-Mail Marketing .................................................................................................... 126 3.5.2 S uccess Factors of e-Mail Marketing ................................................................................. 132 3.6 Mobile Marketing .............................................................................................................. 140 3.6.1 Basics of Mobile Marketing ................................................................................................... 141 3.6.2 F ields of Application of Mobile Marketing ...................................................................... 143 3.6.3 Challenges of Voice Marketing ............................................................................................ 146 3.7 Social Media Marketing .................................................................................................. 149 3.7.1 S ocial Media and Social Media Marketing ...................................................................... 149 3.7.2 F orms and Goals of Social Media Marketing .................................................................. 158 V III Contents 3.7.3 P latforms for the Use of Social Media Marketing ......................................................... 163 3.7.4 C ontrolling of Social Media Marketing ............................................................................. 174 3.8 Learning Control ................................................................................................................ 176 4 e -Commerce ................................................................................................................... 179 4.1 Basics and Forms of e-Commerce ................................................................................ 180 4.2 Information Logistics ....................................................................................................... 184 4.3 Merchandise Logistics ..................................................................................................... 187 4.4 Financial Logistics ............................................................................................................. 188 4.5 Design of the Communicative and Distributive Multi- or Omni-Channel Approach ............................................................................................................... 188 4.6 Form e-Commerce to m-Commerce and s-Commerce ......................................... 195 4.7 Learning Control ................................................................................................................ 197 Supplementary Information G lossary ................................................................................................................................ 200 L iterature .............................................................................................................................. 244 IX About the Author Ralf T. Kreutzer has been Professor of Mar- keting at the Berlin School of Economics and Law as well as marketing and management consultant since 2005. He spent 15 years in various management positions at Bertelsmann (last position head of the foreign division), Volkswagen (managing director of a subsidiary), and Deutsche Post (managing director of a subsidiary) before being appointed Professor of Marketing in 2005. Through regular publications and lectures, Prof. Kreutzer has provided significant impetus on various topics relating to marketing, dialogue marketing, CRM/customer loyalty systems, database marketing, online marketing, digital Darwinism, demateri- alization, digital transformation, change management, strategic as well as international marketing, and artificial intelligence. He has advised a large number of companies in Germany and abroad on these topics and trained and coached execu- tives at middle and top management level. Prof. Kreutzer is a sought-after keynote speaker at national and international conferences and also moderates world café for- mats and other interactive forms of group work. His most recent book releases are Digitaler Darwinismus – der stille Angriff auf Ihr Geschäftsmodell und Ihre Marke (Digital Darwinism – the silent attack on your business model and brand) (2nd ed., 2016, together with Karl-Heinz Land). Digital Busi- ness Leadership – Digitale Transformation – Geschäftsmodell-Innovation – agile Organisation – Change-Management (2017, together with Tim Neugebauer and Annette Pattloch), Führung und Organisation im digitalen Zeitalter kompakt (2018), Digital Business Leadership, Digital Transformation, Business Model Innovation, Agile Organization, Change Management (2018, together with Tim Neugebauer and Annette Pattloch), Toolbox für Marketing und Management (2018), Toolbox for Marketing and Management (2019), Künstliche Intelligenz verstehen (2019, together with Marie Sir- renberg), Understanding Artificial Intelligence (2020, together with Marie Sirrenberg), B2B-Online-Marketing und Social Media (2nd ed., 2020, together with Andrea Rum- ler and Benjamin Wille-Baumkauff), Die digitale Verführung (2020), Voice-Marketing (2020, together with Darius Vousoghi), Praxisorientiertes Online- Marketing (4th ed., 2021), Toolbox für Digital Business (2021), Kundendialog online und offline – das große 1x1 der Kundenakquisition, Kundenbindung und Kundenrückgewinnung (2021), Social- Media-Marketing kompakt (2nd ed., 2021), E-Mail- Marketing kompakt (2nd ed., 2021), Praxisorientiertes Marketing (6th ed., 2022), Digitale Markenführung (2022, together with Karsten Kilian), and Toolbox Digital Business (2022). List of Abbreviations AI Artificial Intelligence among others among others/and others App Application (as a term for an application) ASP Application Service Providing B2B Business-to-Business B2C Business-to-Consumer CDI Cross-Device Identification CLS Cumulative Layout Shift ConPO Contacts per Order CPA Cost per Action CPC Cost per Click CPCoup Cost per Coupon CPI Cost per Interest CPL Cost per Lead CPM Cost per Mille (Cost per 1,000 Impressions; Price per 1,000 Impressions) CPO Cost per Order CPR Cost per Redemption CRM Customer Relationship Management CRO Conversion Rate Optimization CTA Call-to-Action CTP Customer Touchpoint(s) CTR Click-Through Rate DAU Dumbest Assumable User DiSoLoMo Digital, Social, Local, Mobile DMP Data Management Platform DR Direct Response DSP Demand Side Platform e.g. for example XI List of Abbreviations E-Commerce Electronic Commerce esp. in particular FAQs Frequently Asked Questions FAZ Frankfurter Allgemeine Zeitung FCB First Choice Buyer FID First Input Delay FMCG Fast Moving Consumer Goods GTC General Terms and Conditions HB Handelsblatt HTML Hypertext Markup Language i. S. in the sense i.e. that is if applicable if applicable in principle in principle incl. inclusive KISS Keep It Short and Simple KPI Key Performance Indicator LCP Largest Contentful Paint M-Commerce Mobile Commerce NDN Non-Delivery Notification o. s. or similar O2O Online to Offline OTS Opportunity to see POP Point of Purchase POS Point of Sale PPS Pay per Sale PR Public Relations QR Quick Response ROI Return on Investment ROMI Return on Marketing Investment RSS Really Simple Syndication RTB Realtime Bidding (Realtime Advertising)