In the past, it was enough to have an additional web store to generate sales. Today, the trend is toward omni-channel. Here, the various sales channels, stationary and online, are merging. Only solutions that can offer the customer a comprehensive shopping experience at any time and any place are up to date. For example, customers want to order goods online and pick them up in the store (Click & Collect), exchange them or return them (Click & Return). This not only boosts sales, but also increases customer satisfaction. And with the Endless Aisle option, goods not in stock in the store can simply be ordered online directly on site. Either by means of mobile devices or via an info kiosk by which the customer clicks through the web store. Likewise, a prospective customer could photograph a product from a poster or scan the relevant QR code and order it online right away via app or at home.The challengeSelling across different channels and also merging these channels into a holistic sales experience are promising for customers. For retailers, the balance between customer proximity and operational efficiency is a challenge. Many processes - from merchandise logistics to payment - have to be taken into account. All channels must be set up and maintained professionally. Payment providers like SIX offer merchants the right cross-channel payment solution. This means that a wide range of use cases can be rolled out efficiently on a broad basis - regardless of whether it's a highly specialized web store or a retail chain.Together for more success Optimally, a payment provider offers all components - card acceptance, payment terminal, web solution - from a single source and is available as a central contact for all concerns. SIX customers benefit from decades of experience, coordinated processes and flexible integration into any environment. This allows the retailer to stay as close as possible to the customer with the least possible effort and to focus on its core business. The numbers prove: omni-channel customers are loyal and spend up to 300 % more. Payment service providers such as SIX Payment Services can make a significant contribution to an individual omni-channel strategy with expert know-how and modular solutions.Experience omni-channel live at dmexcoSIX Payment Services will be showing a Click & Reserve and Click & Collect showcase live on site at dmexco. Learn more and visit us at our booth at dmexco in Cologne (Hall 7, Aisle B, Booth 069) on September 13 and 14, 2017. SIX is a leading provider of payment solutions for retailers and banks across Europe and market leader in Switzerland.

Innovation-oriented and globally aligned, UNITEDPRINT SE serves its customers with portals such as print24.com print24 is aimed primarily at agencies, creative professionals, marketing professionals and resellers, while smaller companies and private individuals will find a broad customer base of print shops, designers/graphic designers, print buyers, resellers and advertising agencies, both nationally and internationally. Easyprint a wide range of easy-to-customize products. The portal DDK PRINT BIG On the other hand, print24 - with its focus on large format and advertising technology - offers an extensive portfolio of very affordable, high-quality products for marketing, trade fair, sales and advertising professionals! The product lines election advertising, packaging, textiles, gastronomy and photo complete the extremely extensive product range of the full-range supplier and enable print24 customers to order all their advertising product needs from the same supplier at the usual low price with high quality and reliability.Features such as ordering top sellers such as flyers, brochures, books, business cards, tarpaulins or roll-ups from a print run of just 1, individual special formats, a variety of finishes and telephone advice from trained specialists close the service gap to traditional local print shops, extremely low prices and convenient and fast delivery to the desired address are further arguments for printing online at print24 in future.With Unitedprint Shop Services (USS), the company paves the way to the international print market for print shops, designers, resellers and advertising agencies via a partner network - without any risk for the participants. Thanks to free features such as their own online store and access to an extensive product portfolio, local and regional print shops have the opportunity to expand their product portfolio in one fell swoop and offer it globally.USS partners decide for themselves which products they want to produce themselves or whether they want to use the online print shop's portfolio. On the official website the Unitedprint Shop Services interested parties can find out more about the product range, call up a demo store or register for the various programs.To the website

MS Direct believes in the mailbox. It's the only remaining medium where people still look forward to advertising and are disappointed on Saturday when there's nothing in the box. People do want to hold something in their hands, and you can still reach very specific target groups. A physical mailing still works today, as long as it's done well and connects with the Internet.MS Direct is an experienced, one-stop shop for all your personalized and customized marketing activities, actively guiding our clients' customers along the path to purchase. We take care of the dialog design, the selection of the target persons and the procurement of their contact data as well as the subsequent implementation of the mostly cross-media campaigns including response processing, fulfillment and data maintenance. Online and offline activities are closely interlinked and managed by a central contact person.Customer data goldmineThe customer base is the heart of every company and the basis for successful direct marketing activities. Companies' address databases contain valuable information about customers and their behavior and preferences. If you use them professionally, you can address your customers individually, in line with their needs, and generate more revenue.Aunt Emma knew her customers. She knew how old they were, whether they had children, what their occupation was, and usually where they lived. She knew their lifestyle and standard of living, knew who was loyal to her and who was in danger of slipping away. Today, this information is hidden in the corporate data master - even if a personal encounter never took place. In order to leverage this and consequently respond to the customer individually, the data needs to be cleaned, then enriched with relevant attributes and finally analyzed.How well is your pit of gold filled? Let MS Direct take a look at your customer data. Exciting and - most importantly - useful insights are sure to come your way. Perhaps you would like to rent certain desired addresses for a multi-level marketing or sales campaign, which are not yet included in your prospect or customer database? MS Direct has been cooperating with national and international providers for many years and, as a neutral intermediary or reseller, has exclusive access to various data universes.Profit for customers and suppliersWhen companies use their customer data efficiently, both sides win. Customers benefit from a needs-based approach and relevant offers. Their satisfaction increases. The company can segment its customers in a precise and targeted manner and thus exploit potential with its marketing activities - just like Aunt Emma once did, who used her knowledge to make customers an additional product offer at the right moment.In contrast to the limited catchment area of the corner store back then, an online offer is now in the shop window of the whole world. This is a huge potential that can no longer be managed with a milk booklet. A CRM system is recommended. With know-how and tailor-made solutions, MS Direct supports its clients in generating, centrally storing and maintaining data about their customers, drawing valuable knowledge from it and using it with dialog measures. In addition, we complete data from different channels such as social media, telephone, e-mail or SMS campaigns and merge them with existing customer data.More willing in the future?Because MS Direct has CRM and direct marketing expertise under one roof, the efficiency of dialog measures is high. We help to track and analyze the user behavior and individual interests of our clients' customers as well as possible, so that suitable offers can be made at exactly the right moment. This will help the entire industry, because people will then be more willing to provide their contact details: People will no longer feel disturbed, but will be happy to have found what they were actually looking for.

CEO Pascal Fraenkler developed the idea for the app four years ago, during an eventful vacation in the Serengeti Desert. He was struck by a severe fever and suspected malaria. Medical treatment was not possible in the camp. Therefore, Fraenkler was transported to surrounding camps in the hope of meeting a doctor there - in vain. His fever broke on its own and he was able to continue his journey safely. What remained was the realization that the Swiss self-image of medical omnipresence is a fallacy. In typical innovative spirit, Fraenkler now forged a solid plan. Competent medical advice should be available all the time and everywhere, even in remote areas. Digitization played into the hands of the idea, because even in the desert camps the Internet connection was always excellent.Since August 2013, the eedoctorsTeam has been working with full commitment on the development of the first virtual doctor's office for the smartphone in Switzerland. They have developed an app that allows patients to connect with a doctor via video link. The image transmission builds a relationship of trust while giving the doctor the opportunity to make a better situational assessment. For example, patients point the camera at the affected area when they have a wound or rash. This process greatly enhances the quality of the findings. In this way, the video connection offers advantages over existing telemedicine services.callers can also be sure that they will be connected to a competent doctor in Switzerland. The company's own network of doctors is a major plus point for eedoctors, because the company has the quality of treatment under control at all times.Time is a precious commodity Congestion in primary care practices and hospital emergency departments is a systemic problem that causes long waiting times. For practices and hospitals, this is a test of strength between patient needs and economic reality. That's why eedoctors is participating in solving the problem as a useful addition. The app offers high-quality medical advice, is available anywhere in the world, and a relationship of trust is established through eye contact with the doctor. The service is fully in line with today's society; when the shoe pinches, we want a quick response. The video call with highly qua- lified doctors eliminates the need to make appointments and long waiting and travel times. The app is optimal for minor injuries or illnesses. "eedoctors is suitable for treating everyday medical problems such as back pain, skin rashes, fever, colds and minor wounds," says Oliver Hug, head of communications and media spokesperson for eedoctors AG. Hug continues: "In life-threatening situations, an emergency ward should be visited in any case".

Patients - not customers Swiss tourists at home and abroad, residents of rural regions, people with a high level of professional commitment or elderly people, athletes, outdoor activities and many more benefit from eedoctors. If an emergency occurs, the virtual doctor's office is available to everyone. Whether skier or manager, resident in Zurich or Kammersrohr, child or adult - every patient group receives competent care from the network doctors. This high-quality advice must be conveyed, because eedoctors is not a fitness app, but a real medical practice. The communication people of eedoctors therefore serve each patient group with its own message to highlight the respective benefits. All patient messages include the overriding parameters of "Competent consultation," "Immediate availability," "No travel or waiting times," and "Billable via Swiss health insurance companies." Data protection and discretion are also omnipresent beacons in communication. In addressing patients, the company has a consistent credo: eedoctors has patients - not customers. "At the moment, we are examining the extent to which an application in schools makes sense. Can teachers benefit from having the digital doctor with them in case of emergency on the break or in the gym? We are looking into this question. In addition, we are seeking contact with vacation destinations for summer and winter sports. Our doctors have excellent knowledge of sports injuries. That's why the eedoctors app is suitable for hotels or ski schools, for example," says Hug, looking to the future.Communication as a major challengeCommunication is as multilayered as a millefeuille. "We move in an area of tension between factual communication in healthcare and experience-oriented communication of a digital startup. The two areas are almost diametrically opposed," says Hug. Because eedoctors positions itself as a medical practice, potential patients want to be informed factually about medical services and not bombarded by over-motivated marketing communication. Trust in the service is the be-all and end-all. Therefore, communication must not leave the fine line between seriousness and coolness - it must not tip to one side or the other. eedoctors uses consistent brand management as a compass that guides the direction for all activities and content. The eventful origin story is perfect for brand management and beautiful storytelling. A startup like eedoctors wants to shape the future of healthcare, but it also wants to help shape digital communications in healthcare. A month after launch, the company plans to take an extravagant step forward. Oliver Hug outlines: "We will only be able to build and maintain the trust of potential patients if we create level-appropriate dialog opportunities - content marketing is the keyword. Interactions via social media will not be enough in the long term to convince the ramified patient structure of the eedoctors benefits. We need clout." But how? The communications team is planning a multi-channel digital platform that will guide patient groups to the service in a variety of ways, gathering them together and informing them in a way that is appropriate to their level. It will make good use of current technical capabilities - and deal openly with issues of the future. The approach takes into account the peculiarities of healthcare, the situation of patients, information procurement techniques and the communication of essential branding parameters of the company. According to Oliver Hug, this information hub will be able to convey information attractively and sensitively.

Together with three banks in Switzerland, the Aduno Group is launching the Debit Mastercard. This modern debit card combines the proven advantages of the traditional bank card with the additional, future-proof functions of a Mastercard: online shopping, worldwide acceptance, security and full spending control. For the Aduno Group, the launch not only means that it can expand its product portfolio, but also that it can offer its banks constant added value as a full service provider. The aim is to always offer customers the most innovative products. The Debit Mastercard is a new generation of payment card that can be used to pay simply, securely and online worldwide.Simple and secure solution for online purchasesWith the Debit Mastercard, customers can pay at over 43 million Mastercard acceptance points worldwide - whether in a local store or online. The Debit Mastercard is equipped with the contactless function and is also ready for mobile payment using a smartphone. Customers who pay with the Debit Mastercard issued by Viseca can rely on the highest security standards. What already applies to all Viseca Mastercards today, thanks to VisecaOne, also applies to the Debit Mastercard. VisecaOne (www.visecaone.ch) was introduced back in 2015 and has made using the Viseca payment card more secure and easier at the same time. More secure thanks to the "Dynamic Strong Authentication" technology and easier thanks to faster 3-D Secure (3DS) authentication when shopping online. In addition, VisecaOne allows customers to be notified in real time about transactions with their cards in the app and know at any time when something has been paid for with their card. As with Viseca's credit cards, online payments with 3DS are also approved for the Debit Mastercard using the VisecaOne app and customers always have a full overview of all their card transactions. In addition, the "Masterpass" digital wallet from Mastercard can be used and managed with VisecaOne. With "Masterpass", all payment information, whether different delivery addresses or preferred shipping and payment methods, is conveniently stored in a central, secure location and does not have to be re-entered every time and in every online store. This means that online shopping is even easier thanks to the Digital Wallet. There is no need to repeatedly enter different card information when checking out, just log in and select the wallet and card to be charged.The future of new payment cards is hereMore and more bank customers are turning to mobile banking. It is important for banks to be able to offer their customers innovative products that fit in with their everyday lives. After all, it's really quite simple: shopping during your lunch break, booking a vacation trip online or quickly ordering dinner from a delivery service - payment, whether with a credit card or a Debit Mastercard, is secure, fast and international. Millions of online stores, stores, hotels, restaurants and airlines around the world accept Mastercard as a cashless payment method. The recipe for success in the area of payment cards therefore lies in the intelligent combination of services. The Debit Mastercard is the innovative bank card that meets the needs of customers and corresponds to their payment behavior. It impresses with its multifunctionality and full range of services in both the virtual and the real world. Customers of Freiburger Kantonalbank and Banque Cantonale du Jura will be able to obtain the Debit Mastercard from their bank from fall 2017 and customers of Aargauische Kantonalbank from spring 2018. There are already plans to combine this card with the functionalities of established cards such as Mastercard Credit or Mastercard PrePaid.

A successful purchase depends largely on the right mix of payment methods "on the last mile" of the intelligent purchasing process: The simpler and shorter the checkout process, whether online, mobile or stationary, the more promising the conclusion of the purchase. At the same time, the more trusting the customer's impression of the retailer, the greater the chance of future customer loyalty. Regardless of the sales channel, it is therefore advisable to make the checkout process as straightforward as possible. This also includes adapting the payment methods to the target audience. Retailers are always right with the "purchase on account" payment method - it is the most popular in online stores. Authorization only requires: name, address and date of birth - everyone knows these by heart."On account" promotes customer loyaltySuccessful online retailers cannot ignore "purchase on account", the calling card of a trustworthy provider. Customers appreciate it when they are offered their usual and familiar form of payment, which they use in many places in their everyday lives, online too. The popular payment method also makes risk-free and convenient cashless shopping possible at the POS. First check the goods, then pay. Attractive additional effect: as a retailer, you gain valuable customer data as well as trust.Purchase on account by AccardaPurchase on account by Accarda offers you the all-round carefree package! This makes cashless shopping possible - without a wallet or card. No matter where your point of sale is located: Online. Mobile. Instore. In the online store, you reduce the purchase abandonment rate and noticeably increase the conversion rate. Customers gain financial freedom. The use of resources and liquidity management can be optimized without having to worry about payment default risks. Administration is relieved, the processes for credit checks and invoice management are managed by Accarda as a professional. Payment to the merchant is made immediately, Accarda assumes the risk of non-payment. As a store operator, you can concentrate on your actual task of selling and customer service.Interested? Visit us at kaufaufrechnung.accarda.com or send us an e-mail to [email protected]

Website only was once upon a time. If you talk to Swiss SMEs today about their goals on the Internet, generating leads as well as increasing sales are at the top of the priority list. Direct sales via the company's own online store - which can also lead to tension with stationary sales intermediaries - is not the only way to increase sales figures. In indirect sales, too, the establishment of digital value networks offers opportunities to influence purchasing decisions in the company's own favor and to prepare or generate sales. However, success can only be achieved on the basis of a mature digital concept, the appropriate technologies and their mutual integration. However, most companies lack the skills to harmonize sales strategy and technological concepts and implement them accordingly. This is also due to a lack of knowledge about the technological possibilities. Digital sales potential then too often remains untapped.Initiation: Emotional differentiation through content commerceThe content commerce concept is a successful strategy for presenting products and services. It offers companies, especially in the early purchase decision phases, the opportunity to move away from pure product presentation and to inspire potential customers with storytelling and emotional shopping experiences.It is not only search engines that are happy about additional content: With emotional activation, relevant content and interactive product advice, potential customers can be guided through various stages of the sales cycle in a targeted manner. The whole idea of content marketing is based on this principle. However, corresponding concepts cannot be adequately implemented with the very specialized store systems. Although these offer professional management of product data and numerous functions for handling the purchasing process - and are thus inevitably necessary in eCommerce scenarios - they very quickly reach their limits when it comes to the supplementary integration of multimedia content and the creation of emotional product worlds. Only the integration of the store system with a powerful content management system opens up completely new possibilities for creating digital shopping experiences.Comparison and selection: Conversion optimization through interactive consultingNot only for online retailers, but also for manufacturers - even without direct online sales - high-quality online advice is becoming increasingly important. Today, more than eighty percent of consumers obtain information on the Internet before making a purchase. For companies, numerous options exist for preparing the purchase decision now. The possibilities range from powerful search and filter systems, configurators and recommendation systems to interactive communication systems such as chat boxes, call-back buttons or even bot systems. Which of the consulting systems presented should be used in individual cases depends on various factors such as the objective, product range, company size, budget and backend technologies. While static filters are already integrated in common store solutions, complex advisory systems require extensive preparation. They must be strategically designed and require both sales and technological know-how. However, the right tool then significantly increases the probability of purchase.Processing: Integration of eCommerce and brick-and-mortar retailHandling the purchase process is the core functionality of store systems. Accordingly, all common store systems provide corresponding functions out of the box. However, not every customer wants to order online after researching online - the keyword is research online, purchase offline (ROPO). Likewise, not every manufacturer wants to sell directly to the end customer. However, a coherent linking of online and offline can still be useful for sales and promote sales. One of the best-known scenarios for linking online and offline is the store or dealer locator. If required, this can be linked with common store functions such as wish lists, callback buttons, and much more, as well as with location-dependent information. The offer can thus be tailored specifically to the location and preferences of the potential customer. For example, users could add products to a wish list, select a nearby retailer using the search function - or have the system suggest a retailer based on location recognition - and then receive an individual offer from that retailer. It would also be possible to place the entire order in the store, with the goods being made available by a partner in the customer's vicinity. This creates digital value networks from which both manufacturers and affiliated retailers benefit and which generate a consistently positive shopping experience for the customer.

Richard SahliThe Bern-based agency BizNet helps companies in the DACH region define digital strategies and translate them into operational measures. Based on its international experience in strategic and operational marketing, it accompanies its clients from conception to implementation.

Andreas ÖttlResponsible for marketing at contentXXL GmbH, the producer of the certified CMS and web business software of the same name. contentXXL is a subsidiary of Widnau-based CURRY Software AG, which specializes in digitization.

Traditional email marketing uses a sending software, a responsive template, good text and images, call-to-action with link to landing pages and a recipient list. More advanced ones perform A/B tests. As a rule, the sender sends out to everyone: "Fire and forget" instead of "Customer Centric Marketing".The rule newsletter is a discontinued model. It is based on the assumption that a user wants and is allowed to be informed about products and services regularly and without mercy from the sender after a mandatory opt-in. Without relevance and topicality for the recipient, however, mailings quickly end up in the junk folder or they are unsubscribed with one click. The dusty image of e-mail marketing is not due to the possibilities of the channel, but to the outdated methods of the users.Modern email marketing is strategic, process-oriented, interdisciplinary, integrated with other channels and looks like this:=> In the beginning was the address: No meaningful new customer marketing without consistent lead generation. E-mail leads can be generated via the website (overlay with incentives), via downloads and tutorials, via events and competitions - online and offline. The goal must be to continuously expand the address base so that new business is turned into sustainable existing customer marketing.=> E-mail is part of a process: The e-mail address is an important identifier and component of communication processes. A digital purchase process does not come about without e-mail, a lead-nurturing process does not succeed without direct address via this channel, a welcome relay to customers falls back on e-mail, a "retention" action is triggered via e-mail. Any triggers in the customer lifecycle can be used to initiate a multi-stage dialog => Modern marketing picks up the customer at his touchpoints: The better the customer can be identified at the contact points, the faster and more successfully a company can enter into dialog with him and provide him with individual support. The single-shot campaign fizzles out as quickly as it was sent. Touchpoints, on the other hand, are oriented toward the customer and place him at the center. They are interdisciplinary (website, social media, mobile, eShop, POS), e-mail always offers the advantage of the direct trigger, the fast and cost-effective dialog.=> Data is supposedly the oil of the 21st century: data does not have to be "big" to become useful. As a rule, explicit contact data is available, transaction data on purchases is known from ERP or CRM. The classic segmentation into good and less good customers is already possible, and with it the first approaches to a more individualized approach. Click data from e-mails can be used to create a customer-specific scoring model of user behavior. If it is also possible to link behavior on the website and profiles from social media with an existing contact, the customer image becomes increasingly differentiated. Now you can slowly create holistic customer profiles and targeted customer selections to pick people up by their interests and their specific position in the lifecycle. The important thing is to build up a strategic and uniform set of data structure, quality, maintenance and storage over time.=> The call for integral technology is getting louder and louder: Isolated solutions and technologies from different digital disciplines dominate the picture in the nterprise. How will these tools be consolidated in the future? Which suppliers will prevail in the long term? Large US suppliers with a strong sales focus sell universal solutions. Ultimately, however, the implementation of technology and concrete projects is decisive; combined with the scalability of the technologies, their sustainability in development, with intelligent interfaces and the ability of management to use the technology strategically in a meaningful way.=> Content marketing is a central topic: Product management decides on the use and control of campaigns, for the occupation of touchpoints with products and services. Content tailored to target groups is the essence of this. Some large companies are moving towards creating newsrooms, like media companies, in order to centrally capture content with strategic planning, prepare it in a channel-specific manner and in a multi-stage dialog in a phase-appropriate manner, and to control it in a timely manner. Here, too, e-mail has the advantage of being the most important push medium in the dialog with the customer.=> Today, interdisciplinary specialists from marketing, sales, IT, CRM and analytics as well as law are needed to master the complexity of modern dialog marketing. Too often, these specialists are missing in the company. It may therefore be advisable to selectively hire agencies that ensure continuity and proximity to the market and complement internal resources. A company must be able to control, not have all resources internally.The ultimate goal is called automation of integrated and workflow-driven campaigns. Email can be the central output channel and, depending on the target group selection, is supplemented by adjacent channels such as print, social media and call centers. The advantages are obvious: data enrichment, intelligent target group selection, resource savings, scalability, cost efficiency. Successful digital-focused companies are successfully applying the customer-centric approach; traditional marketing departments will perish without this knowledge. Email has been declared dead many times, the intelligent and interactive version of it is alive and well better than ever.

IntranetA central question defined the approach in this project: How can the processes relevant to employees be made visible and accessible?Solution approaches:=> Personalization- Manage favorites easily and keep them within reach- Bookmark downloads=> Centrally captured structured data whenever possible=> Flexible output of structured data=> Encourage mutual feedback.Implementation:=> Cross-cutting categories are introduced, e.g. finance, informatics, research proposals=> Decentralized capture of FAQs, forms, regulations, etc. by those most familiar with the subject matter, rather than by editors=> Diverse options for playout- Fully automated lists with keyword searches and filters- Configurable content elements, within a category or across categories.In this way, process-relevant information (tutorials, forms, regulations) can be pulled together on the intranet and enrich the content. Individual articles can be stored in personal favorites and are just a mouse click away everywhere. Thanks to centralized lists as well as good Solr search, employees can find the information even outside their department. In addition, a simple form allows those responsible to point out missing or outdated information.WebSwiss TPH has a huge portfolio of projects and services. This includes basic and applied research, medical consulting and treatment, education and training, and various services in and around the healthcare sector. This portfolio should be clearly presented to the visitor and lead in depth to the call-to-action in a way that is appropriate for the target group.Solution approaches:=> A network of topics and activities is created => Topics are structured hierarchically, e.g. infectious diseases in malaria, schistosomiasis, etc. => Activities are structured structurally, e.g. basic research, clinical studies, education and training, etc. => The automatic combination of this information enables versatile forms of application.Implementation:The implementation allows to build "hybrid" pages. For example, the basic structure of a topic page can be built individually. Thanks to connections between topics and activities as well as other content elements, link lists to activities, news articles, people, projects, etc., can be automatically expanded into a fully comprehensive and up-to-date content page - with minimal maintenance effort. With the necessary fine-tuning, the content can be prepared to a greater or lesser extent according to the target group: The malaria content on the "Infectious Diseases" page will not have the same scope as on the actual "Malaria" page.Conclusion:If you have a clear idea of the content, the application areas and the target groups, you can create and maintain a very agile, efficient editorial system with the right conception.>>https://www.swisstph.ch/

If you want to develop a target-oriented strategy, you should first ask yourself the question: Why does my brand exist? In a consumer world characterized by information overload, a brand must appeal to potential customers emotionally and make a clear brand promise. Instead of using outdated marketing phrases, you need to make it clear what the customer gets out of your offer. Communicating unique brand values provides orientation and security when selecting services. If a brand fulfills its promise, it is rewarded with loyal customers and the marketing effort is automatically reduced. A clear brand positioning is therefore the basis of an effective digital strategy that saves money in the long term. This applies - above all - to SMEs! Once you have positioned your brand, you are faced with the task of reaching your potential customers. To do this, you need to know them precisely. Determining target groups is no longer enough today - the magic formula lies in identifying the precise needs of individual buyer types. Don't ask: What do I want from my customers? The key question is: "What do your customers want?" - in general, and specifically "from you?". To find this out, you should define your target persons (buyer personas): a fictitious representation of the ideal customer, based on market research results and real data from your existing customers. Only when you know the challenges, concerns and expectations of your target persons can you inspire them with tailor-made content. In addition to marketing investments, you can invest other resources in a much more targeted manner: Products and solutions can be developed in line with demand and ultimately your entire organization can be aligned with them.You know your target audience? Then design your digital marketing strategy. The inbound marketing approach is the modern - and most efficient - method for this. It is a methodical approach to attract the attention of your target customers through topic-related content without primarily selling your products and services. This initially gives your brand more visibility in the virtual world. If your target customers have already become aware of your brand, it is easier for you to make them aware of your products & services. And this will ultimately generate more sales.

Inbound marketing defines 4 phases. Phase 1 (Attract) is about being found by the right prospects in the first place. With SEO content that is tailored to your target persons, you can secure their attention. The most important tools are your website and social media. In phase 2 (Convert), your visitors become leads - by means of landing pages that offer helpful downloads, newsletters, free workshops, etc. In phase 3 (Close), you need to guide your leads through the purchase decision process with high-quality content, supported by marketing automation such as RSS2Email, lead scoring and lead nurturing. If you then manage to turn your customers into promoters for your brand in phase 4 (Delight), it can become a sure-fire success. Inspire your customers even after the purchase process - with personalized measures, community engagement or surprising after-sales services.your digital strategy comes to life with a concrete plan. At BEE Inbound, this plan is called BEE.Gameplan - a strategic action plan in which the goals and KPIs are defined, such as the number of website visitors, percentage of visitors from organic SERPs, number of newsletter subscriptions and downloads, conversion rate, etc. The measures required to achieve the targets are then defined, usually for one to three years, and individual service packages are put together for implementation and controlling, which are aligned with the target definition in the strategy plan. In addition to the design and implementation of sales and leads campaigns, this includes website, content, SEO, social media and email marketing management as well as analysis and reporting. If the KPIs are not achieved, the measures are adjusted dynamically. The inbound method relies on "passive" measures, but sales boosters can still be used to generate additional leads and achieve sales targets more quickly. For example, the Hubspot Sales Tool - an intelligent software solution for researching, qualifying and approaching leads - can be used to develop, automate and accelerate sales processes. Among other things, personalized email series and reminders are used as follow-ups. If an email or attachment is opened or a link is clicked, an automatic notification is sent and you can respond promptly with suitable follow-up actions. In addition, you can expand your LinkedIn network in a targeted manner and initiate sales activities with previously little-known, unconventional measures. Those who recognize and use such trends early on can benefit from them to the full. The SAC campaign (Start a Conversation) is one of these methods: a smart inbound strategy based on a clear brand positioning, supplemented by targeted sales boosters - this is the efficient method with which you can attract prospects, convert them into customers and turn them into advocates for your brand - today and tomorrow! Because it turns your brand into a loved, praised and purchased brand.

Demodia is a fast-growing Swiss agency that provides digital marketing strategies and related services to clients around the globe. With a background in website development as well as traditional marketing to start with, Demodia was approached by one of their larger clients to handle the regional implementation of their Eloqua platform. "OpenText, an existing client, came to us for help with their Eloqua rollout," explains Simon Harvey, Managing Director at Demodia. "Initially, we didn't know where to start, but after a few months, as we began to refine our processes and usual approach, we started to see the positive impact and results backed up by numbers. Quite crucial here was that we challenged our usual way of thinking to be able to achieve new results." Marketing automation is nothing new. Over the past few years, however, it has evolved away from simple automation with repetitive activities to a very meaningful catalyst for better integrated marketing.Integrated multi-channel marketing campaignsSegmentation is a fundamental building block of the integrated approach. "I almost always start crying when I see the vast amount of brochures and printed promotional materials we send to the trash every day, " Harvey says. "By making sure we're only providing truly relevant content to our prospects, Demodia helps increase online engagement and avoid unwanted email spam." Their integrated campaign approach is based on well-matched messaging, channels and advertising methods that complement each other. "Outlining engagement opportunities for the customer up front is an essential part of designing a successful campaign, " Harvey says. "The messaging must stringently follow a certain pattern to safely guide the new customer through the buyer journey."No longer just a privilege of the richPreviously, this approach was usually reserved for large companies, but new vendors on the market have made marketing automation accessible to smaller companies as well. As a result of practical experience with their own customers and their marketing automation, Demodia decided to implement their own marketing automation plan in early 2014. Because of its compelling price point and ease of use, they chose SharpSpring as a partner for their in-house platform. Using a mix of clearly defined personas, sensibly constructed customer journeys, and regularly delivered content, Demodia was able to increase its traffic from a few hundred visitors per month to several thousand - an almost unbelievable amount for a small B2B company. In addition to acquiring new customers, Demodia was also able to revitalize its existing customers and contacts. "Before we started using SharpSpring, we usually only saw a handful of existing customers interested in our marketing efforts. Then, when we started sending more targeted content with marketing automation, the percentage from our database jumped to about 20 %," Harvey describes.Take the step to modern marketingMarketing automation doesn't have to be complex, but to be effective it requires integration with your overall digital marketing strategy and every single campaign you run. With marketing constantly evolving, Demodia also strives to keep their approaches to marketing "state of the art" and help their clients with their new and exciting projects. Maybe yours is next?

Consistent communication with the same person across multiple digital channels leads to more response, conversion and sales. AZ Direct offers precisely this consistent, cross-channel target group approach. A considerable reach is available: 2 million e-mail addresses with a connection to a person, 3.9 million Facebook users in Switzerland and 6.8 million unique visitors to the adwebster display network, for example. AZ Analytics form the basis of successful multichannel communication. They show which potentials are most likely to become new customers.AZ Analytics: The beginning of every successful new customer acquisition For marketers, AZ Analytics reveals the potential new customers whose approaches promise the greatest success: statistical twins of the best customers (1:1 match) or lookalike audiences of the best customers (same or similar affinity). If the multichannel marketing campaign is based on this data, it is under a good star right from the start. The path to the best potential customers leads via existing customers. To do this, AZ Analytics links the address and transaction data to be analyzed with the AZ Data World Consumer reference database. This comprises the addresses of 6.5 million private individuals, each with over 100 socio-demographic and psychographic characteristics. These include age, education, stage of life, income, living environment and charitable giving, as well as information about people's attitudes, what drives them and what is important to them.As a result, the marketer learns what its customers have in commonwhat channel preferences its customers havewhere its market and target group penetration is above or below averagewhich new customer potentials promise the highest salesBy the way: Thanks to affinity scoring, the final target group can be defined more or less quickly and easily - depending on how many of the score classes are used.2 million selectable e-mail addresses at person level If AZ Analytics serves as the basis for a digital multichannel marketing campaign including email, the client also finds out how high its remaining potential is in terms of email addresses. In other words, how many addresses correspond to his best potential customers but are not yet customers. In order to build this bridge, the e-mail addresses must be linked to a person and the characteristics that describe them. AZ Direct currently offers access to 2 million of these selectable e-mail addresses, all with an opt-in. The reach is constantly being expanded, and anyone who wants to select their target group without prior analysis can of course also do so. In AZ Direct's online store - at store.az-direct.ch - potentials can be counted quickly and easily. It goes without saying that AZ Direct also offers telephone support. Focus on display: modeled target groups and AZ Live Data App AZ Direct works closely with adwebster on display advertising. adwebster reaches up to 6.8 million unique users on desktop PCs, tablets and smart phones. The results from AZ Analytics can be used by adwebster in two different ways:1. as a modeled target groupThe integration of your own, individually calculated target group into the booking line is particularly exciting. Here too, the ideal target group is first modeled by AZ Analytics. Let's assume that the analysis for a vehicle manufacturer shows the following picture: the typical buyer of the robust 4×4 estate car of brand xy is male, over 30 years old, lives in a rural area, has a medium income and is a down-to-earth person. It is precisely this characteristic structure that is now stored in the adwebster booking line. And in such a way that only those people and companies who place display advertising for the 4×4 estate have access to it. For example, the brand dealers or the media agency. In this way, the vehicle manufacturer ensures that the display advertising is always and exclusively shown to the best possible target group.2. in the AZ Direct Live Data appThe AZ Direct Live Data App is integrated into adwebster's programmatic media system - the tool used to book display campaigns. The AZ Direct Live Data App is based on geographical target group data and offers advertisers 34 additional characteristics to sharpen the target group. These include gender, stage of life, building size and construction period, residential location, vehicle type and class, age group, income bracket and mobility. Thanks to the findings from the analyses, these characteristics can be combined in such a way that they correspond to the best existing customers. For example, the family with children who live in a detached house, have a household income of more than CHF 100,000 and drive a luxury-class van. Good to know: Every advertiser can use the AZ Direct Live Data app - either directly themselves or via their media agency. More information at www.adwebster.ch ➔ Products ➔ Live Data Apps ➔ AZ Direct"The AZ Direct Live Data App offers completely new and exciting Targeting options in display advertising."Andi Nigg, Chairman of the Board and founder of adwebsterAnd what about social media?The knowledge gained from the analyses can of course also be used to target social media channels. Take Facebook, for example: One simple option is to define the Facebook advertising target group using the combination of characteristics that also make up your own best customers. This is already very effective as it considerably reduces wastage. Apart from this, Facebook offers further exciting ways to reach the best new customer potential with Custom and Lookalike Audiences. With Custom Audiences, you use your own email addresses to display advertising to Facebook users who have logged in with the same email address - or to exclude them from it. The email addresses that a Custom Audience uses to create a Lookalike Audience on Facebook. To do this, Facebook takes the existing email addresses, analyzes them and then searches for Facebook users who have the same profile.

Data, analyses, reach and ... Services!As is so often the case, the most important thing comes at the end: AZ Direct offers all the services mentioned in the article as a full service from a single source: from analytics to setting up and sending emails, booking social media ads, planning and booking display and video ads through to comprehensive reporting that shows how much has been achieved. Data-driven multichannel campaigning can be that simple.