Building blocks for digital excellence in e-business
DIGITAL BUSINESS How do you run a successful e-business? Dr. Ralf Strauss from the Hamburg School of Business Administration surveyed almost 300 companies on this topic. The results show that innovative marketing tools such as location-based advertising, mobile couponing and app store optimization lead to success.
E-business - but how? The book by Ralf E. Strauss provides answers.Companies that are successful in digital business tend to use "higher-quality" and more innovative marketing tools such as location-based advertising, mobile couponing and app store optimization significantly more often than companies that are not successful. This is a key finding of a study published in the newly released management textbook "Digital Business Excellence".Stronger customer loyalty through innovationAuthor Dr. Ralf Strauß, Professor at the HSBA Hamburg School of Business Administration, has studied nearly 300 companies in individual interviews and a quantitative analysis and identified the crucial building blocks for their success in e-business.Professor Strauß: "Those who rely on stringent strategic e-business concepts are three times more likely to achieve stronger customer loyalty and systematic customer data management in marketing and sales." Email marketing and online events a dead end?The debate about the potential of e-business has ensured that instruments such as one-to-one marketing, targeting, app store optimization and customer journey analyses are more familiar and are also used. Unsuccessful companies, on the other hand, are still stuck with the more "classic" online marketing tools such as e-mail marketing, online events or even updating their (mostly static) websites.Professor Strauß: "A concept for success is therefore the continuous and systematic testing of new tools in permanent beta test and trial mode."Mobile Payment, Realtime Advertisement and Co.In addition to a building block concept for a successful e-business strategy and digital excellence, the author addresses current trends and concepts such as mobile payment, real-time advertising, e-procurement, or smart, interactive TV in the book, which was written in cooperation with the German Marketing Association.In doing so, he draws on current scientific studies, his own many years of management experience at SAP and Volkswagen, among others, as well as over 250 examples of successful companies such as ImmobilienScout24, Lufthansa, mymuesli.com, or Audi.A reading sample of the book from the Schäffer Poeschel Publishing House there are here.
