Erstellung Eines Kommunikationskonzeptes Im Bereich Pull Marketing F R Die Traffic Generierung Einer Website
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Erstellung Eines Kommunikationskonzeptes Im Bereich Pull Marketing F R Die Traffic Generierung Einer Website
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Author : Lilly Sarisakal
language : de
Publisher: GRIN Verlag
Release Date : 2018-09-17
Erstellung Eines Kommunikationskonzeptes Im Bereich Pull Marketing F R Die Traffic Generierung Einer Website written by Lilly Sarisakal and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-09-17 with Business & Economics categories.
Studienarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Hochschule für angewandtes Management GmbH, Sprache: Deutsch, Abstract: In dieser Arbeit wird deshalb anhand eines praktischen Beispiels analysiert, wie mittels Pull-Marketingmaßnahmen eine Erhöhung des Website-Traffics generiert werden kann. Das Ziel des Auftrags ist es, die Webseite innerhalb von zwei Monaten mittels Suchmaschinen-Optimierungsmaßnahmen zum Thema digitale Assistenten im Google Suchsystem möglichst weit oben auf der SERP zu positionieren. Finanzieller Aufwand für die Suchmaschinenwerbung kommt dabei für den Auftraggeber nicht infrage. Um mehr Traffic zu bekommen, müssen die Inhalte dort so getextet und gestaltet werden, dass sie nicht nur von Suchsystemen weit vorne gerankt werden und damit findbar werden, sondern dass sie am Ende den Leser, also den Suchenden, überzeugen und zufriedenstellen. Im Rahmen dieser Optimierungsmaßnahmen sollen in Zukunft interessante, aktuelle Themen dafür Sorge tragen, dass die Institutsseite der Hochschule mehr Traffic bekommt. So kann die Website von Semester zu Semester nach und nach mit interessanten Themen wachsen. Um diese Aufgabe ausführen zu können, wird sich im Folgenden zunächst mit dem Algorithmus-gesteuerten Ranking von Google beschäftigt. Der Begriff "Traffic" ist mit vielen Online-Themen verbunden. Das englische Wort "Traffic" bedeutet übersetzt "Verkehr" und beschreibt im Online-Marketing den Besucherverkehr auf einer Internetseite. Im Grunde ist hiermit das Nutzeraufkommen einer Seite gemeint, welches durch verschiedene Arten der Suchmaschinenoptimierung gesteigert werden kann. Die Höhe des Traffics kann als Anhaltspunkt genommen werden, wie attraktiv eine Webseite ist. Zum Messen des Traffics gibt es spezielle Software. Ganze Unternehmen beschäftigen sich nur mit dem Messen von Traffic auf Webseiten. Nur so wissen die Betreiber der Webseiten, welche Themen ankommen und sie ihre Seite noch verbessern können. Viele Seitenbetreiber wollen ihren Traffic erhöhen, denn je mehr Traffic zu verzeichnen ist, desto größer ist die Wahrscheinlichkeit, dass aus einem Interessenten ein Kunde wird. Ist die Nutzungsintensität der Internetseite gering, sollte der Webseitenbetreiber eine Optimierung seiner Werbemaßnahmen, beziehungsweise der Webseite anstreben. Wichtige Quellen, um mehr User auf sich aufmerksam zu machen, sind das Social Web, Verlinkungen sowie Suchmaschinen.
Toolbox For Marketing And Management
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Author : Ralf T. Kreutzer
language : en
Publisher: Springer
Release Date : 2019-05-03
Toolbox For Marketing And Management written by Ralf T. Kreutzer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-05-03 with Business & Economics categories.
Modern marketing managers need intuitive and effective tools not just for designing strategies but also for general management. This hands-on book introduces a range of contemporary management and marketing tools and concepts with a focus on forecasting, creating stimulating processes, and implementation. Topics addressed range from creating a clear vision, setting goals, and developing strategies, to implementing strategic analysis tools, consumer value models, budgeting, strategic and operational marketing plans. Special attention is paid to change management and digital transformation in the marketing landscape. Given its approach and content, the book offers a valuable asset for all professionals and advanced MBA students looking for ‘real-life’ tools and applications.
Digital Business Leadership
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Author : Ralf T. Kreutzer
language : en
Publisher: Springer
Release Date : 2018-04-27
Digital Business Leadership written by Ralf T. Kreutzer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-27 with Business & Economics categories.
This book provides specialists and executives with a clear, yet practical set of recommendations to meet the challenges of digital transformation and ensure long-term success as a leader in a primarily digital business world. The authors describe the fundamental principles of digitization and its economic opportunities and risks, integrating them into a framework of classic and new management methods. The book also explores how increasing digitization – not only of communication, but of complete value chains – has led to a need to establish a digital business leadership. Digitization is changing people and markets: it causes the upheaval of entire industries, creates new digital-centric companies, and forces established companies to cope with the transformation activities associated with these digitization processes. New approaches and methods have to be learned, tried and tested patterns of thinking have to be explored, and last but not least, innovation activities have to be understood as continuous necessities. At the same time, digital business offers considerable opportunities for renewing competitive advantages, improving existing process structures and realigning products, services and business models.
Digital Darwinism
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Author : Ralf T. Kreutzer
language : en
Publisher: Springer
Release Date : 2014-09-19
Digital Darwinism written by Ralf T. Kreutzer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-09-19 with Business & Economics categories.
Digital Darwinism is a key challenge for all companies and brands. Not all companies and managers are aware of the challenges lying ahead. This book helps to identify the need for change and adaption based on a framework of findings and additional tools to position you and your company in the digital rat race.
The Fluid Consumer
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Author : Teo Correia
language : en
Publisher: Redline Wirtschaft
Release Date : 2016-11-07
The Fluid Consumer written by Teo Correia and has been published by Redline Wirtschaft this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-11-07 with Business & Economics categories.
The Fluid Consumer takes an in-depth look at how digital technologies are driving profound shifts in consumer expectations and in the consumer packaged goods industry, and it explores the implications of those shifts for business models, branding, and growth strategies. Branding in the digital world requires new practices and strategies. And, as Teo Correia explains, platform economics demonstrate how brands can leverage the power of network effects to grow. In this book, Correia builds upon the new model for digital branding: Brands as Platforms, a revolutionary way to approach and leverage digital technologies beyond e-commerce. He also provides a framework to help leaders and managers position their organizations for sustainable growth by leveraging digital technologies to engage consumers, and to optimize innovation efforts, marketing, and channel strategy development. In a nutshell, The Fluid Consumer: - Reveals how profoundly the consumer is changing in the digital era, and the ways in which consumer packaged goods companies are evolving and adapting as a result. - Develops the new model for digital branding – Brands as Platforms – a revolutionary way to approach and leverage digital technologies beyond e-commerce. - Describes the Four Pillars of Digital Growth needed to achieve digital consumer engagement and position an organization for success. - Uses case study examples to demonstrate how consumer packaged goods companies are finding new ways to position themselves and stay competitive in the face of industry transformation.
Online Marketing
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Author : Ralf T. Kreutzer
language : de
Publisher: Springer Nature
Release Date : 2021-11-29
Online Marketing written by Ralf T. Kreutzer and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-11-29 with Business & Economics categories.
Alle Grundlagen des Online-Marketings vereint in einem BuchWenn Sie sich für Online-Marketing interessieren, ist dieses Buch genau richtig für Sie. Es führt Sie behutsam in die Grundlagen der Online-Werbung ein und erläutert verschiedene Gebiete dieses umfangreichen Themenkomplexes. Neben den unterschiedlichen Erfolgsfaktoren und Zielsetzungen im Online-Marketing stellt der Autor auch zahlreiche Instrumente zur Erfolgsmessung vor. Mit diesem umfassenden Grundlagenwerk erhalten Sie nicht nur eine Einführung in das Online-Marketing, sondern auch einen detaillierten Einblick in das E-Commerce im Allgemeinen. Die vorliegende zweite Auflage wurde umfassend überarbeitet und um die neuesten Entwicklungen im Online-Marketing ergänzt. Neu sind unter anderem ausführliche Kapitel zu Themen wie E-Mail-, Social-Media- und Suchmaschinenmarketing. Optimale Prüfungsvorbereitung für Marketing-Studenten Der Autor legt großen Wert auf eine nachhaltige Wissensvermittlung, was sich in der didaktische Struktur des Werkes widerspiegelt. Es richtet sich insbesondere an Bachelorstudierende und Nebenfachstudenten des Studiengangs Marketing. Durch übersichtliche Lerneinheiten mit begleitenden Kontrollmodulen können sie das gelernte Wissen prüfen und vertiefen und sich so optimal auf Klausuren vorbereiten.Aber auch Angestellte in Werbeagenturen profitieren von der Expertise des Autors, da er nie den Praxisbezug zum Online-Marketing aus den Augen verliert. Dank vieler Leseempfehlungen können sich Interessierte spielend leicht tiefergehend mit den einzelnen Themen befassen.
Business Models And Modelling
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Author :
language : en
Publisher: Emerald Group Publishing
Release Date : 2015-11-09
Business Models And Modelling written by and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-11-09 with Business & Economics categories.
In this volume leading scholars from North America, Europe and Asia come together to explore the topic of business models that takes the demand side (customers and their engagement) seriously. The first part deals with the model dimension of business models. The second part deals with business models and change.
Asian Department Stores
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Author : Kerrie L. MacPherson
language : en
Publisher: Routledge
Release Date : 2013-12-16
Asian Department Stores written by Kerrie L. MacPherson and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-12-16 with Social Science categories.
In this pioneering study of the development of the Asian department store, economists, anthropologists and historians examine various aspects of retailing, business organization, networking and consumerism in the expanding economies of Asia.
Retail Branding And Store Loyalty
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Author : Bettina Berg
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-09-07
Retail Branding And Store Loyalty written by Bettina Berg and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-07 with Business & Economics categories.
Marketers and retailers have to understand how to manage different consumer perception levels of retail brands, which have a major determining role on store loyalty across different complex contexts. Addressing these issues, Bettina Berg analyzes first whether corporate reputation and retail store equity have a reciprocal relationship in determining store loyalty. Second, she evaluates whether retail brand equity or store accessibility provides a greater contribution to store loyalty across different local competitive situations. Third, she investigates whether perceptions of format specific core attributes differ in their impact on the brand building process in saturated and emerging markets.
Radical Business Model Transformation
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Author : Carsten Linz
language : en
Publisher: Kogan Page Publishers
Release Date : 2017-01-03
Radical Business Model Transformation written by Carsten Linz and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-01-03 with Business & Economics categories.
Many companies are relying on a business model that is fundamentally suited to a different era. Now, organizations are under pressure from new trends such as digitization and servitization. Trying to adapt to a new environment, they risk relying on improvements that only scratch the surface of developing a radically different value proposition. Based on rigorous research into companies that have successfully and radically redesigned their business models, Radical Business Model Transformation shows why they made the leap, what they had to do to achieve it and how it has transformed the potential for their organizations. This book is a step-by-step guide for leaders who want to seize the opportunity of new business models and gain a competitive advantage. It explains how to assess the status quo, identify the value of future business models and develop a transformation path. It also provides advice on how to involve both the leadership team and all other employees in order to implement successful business model transformation. Illustrative case studies of organizations that have crossed the line to a more transformative business range from exponential-growth companies like Netflix and global players like Xerox, SAP and Daimler to mid-sized hidden champions like Knorr-Bremse and LEGIC. Radical Business Model Transformation is essential reading for business leaders, transformation experts and MBA students interested in ensuring that their business model is future-proof and can withstand the new proliferation of innovations that are set to transform the business landscape. Online supporting resources include a business model transformation calculator to help design your transformation path.