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Online Marketing
"On ne voit bien qu´avec le coeur. L´essentiel est invisible pour les yeux." Antoine de Saint-Exupéry Right after my studies I started working in Online Marketing as manager to develop and run marketing campaigns in the web with customers from all over the world. Working in online marketing is a very exciting job, since the evolution of new tools and types of campaigns is very fast and one need some basic IT knowledge to work as a professional in this marketing area. In the following I would like to explain some standards and some new things going on in online marketing. Please feel free to get in touch with me for questions or suggestions. Landing pages and deeplinks Eine Landing-Page (engl. landing page etwa ‚Landeseite‘), selten auch Marketing-Page, ist eine speziell eingerichtete Webseite, die nach einem Mausklick auf ein Werbemittel oder einem Klick auf einen Eintrag in einer Suchmaschine (Google, Bing, u. a.) erscheint. Diese Landing-Page ist auf den Werbeträger und dessen Zielgruppe optimiert. Bei einer Landing-Page steht ein bestimmtes Angebot im Mittelpunkt, welches ohne Ablenkung vorgestellt wird. Ein wesentliches Element ist die Integration eines Responseelements (z. B. Anfrageformular, Link zum Webshop oder Call-Back-Button), das die einfache Interaktion mit dem Besucher sicherstellt. Discounts, vanity coupons and special campaigns In marketing a coupon is a ticket or document that can be exchanged for a financial discount or rebate when purchasing a product. Customarily, coupons are issued by manufacturers of consumer packaged goods or by retailers, to be used in retail stores as a part of sales promotions. They are often widely distributed through mail, magazines, newspapers, the Internet, and mobile devices such as cell phones. Since only price conscious consumers are likely to spend the time to claim the savings, coupons function as a form of price discrimination, enabling retailers to offer a lower price only to those consumers who would otherwise go elsewhere. In additions, coupons can also be targeted selectively to regional markets in which price competition is great. Re-Targeting Behavioral retargeting (also known as behavioral remarketing, or simply, retargeting) is a form of online targeted advertising by which online advertising is delivered to consumers based on previous Internet actions that did not in the past result in a conversion (in other words, the action intended by the site owner, typically making a purchase). Postview The post-view tracking works as follows: If the user is displayed in a web site advertising, without clicking it, a cookie is set. This cookie is read again, if the user on the website of the advertiser's a transaction that is carried out as a purchase. This anonymous is a connection between the purchase and the promotional material created contact and this contact is attributed to the sale. Thus, to determine whether the advertisements is effective. That means, for example, if the user visits at a later date the promoted side.
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