"There's no such thing as the online "eierlegende Wollmilchsau"".
"Big migration from TV to online".
"We see a big migration from TV to online. Moving images in particular are on the rise on the Internet. In addition, great importance is being attached to targeting, as the flood of advertising is not diminishing. An important factor here is target group-specific targeting. A big USP of moneyhouse.ch is targeting, which means that the right advertising is displayed to the right target group. In addition, we attach great importance to the quality and ongoing optimization of each advertising campaign. We would like to bring the added value of online marketing measures closer to today's SMEs in particular. Online marketing doesn't cost much, but it is very effective and also future-oriented."
"Digital as a single discipline is dead"
"1. digital as a single discipline is dead: competition is increasing, contact costs are rising, and more and more channels are available - there is no such thing as the eierlegende Online-Wollmilchsau. Cross-media and cross-channel strategies are in demand, what is needed are digital-analog multiple fighters.2. Dialog and personalization: It costs almost nothing online to address people personally, you just have to know them. Personalization also has a lot of potential across channels, e.g. with print-to-web. One sticking point - but one that can be solved - is the handling of personal data and implementation in CRM systems.3. Content is more important than systems: Telling the right people what is important to them in an exciting way does more than a sophisticated technical system. The best idea, the strongest brand, the most competent website will win. Systems are a means to an end, preparing content at any time to suit the situation.4. SEO must be redefined: Technical optimization and active link building - these are yesterday's strategies and today's homework - just like mobile-enabled websites. Tomorrow's strategies take into account trends 1 to 3.5. Social media strategies are still missing in many organizations. This involves key marketing issues. Developing content, disseminating content and conducting dialogs. It doesn't necessarily take a lot of effort, but a few important decisions."
"The emotional experience takes center stage".
"We believe that the emotional experience is increasingly becoming the focus of digital marketing. If you want to differentiate yourself from the competition, you have to offer customers a personal shopping experience. The multi-optional customer also wants to be delighted online, then you win him over and he remains loyal to the company. The central challenge here is to identify the individually relevant content for each customer and to pick them up accordingly. We see four central drivers that support companies in convincing their customers:1. Content marketing: Customers identify with a provider and its products or services through emotional content. Companies must therefore increasingly become storytellers.2. Responsive web design: The customer journey is more individual than ever before. On the journey from inspiration, evaluation, and purchase to after-sales, customers use a wide variety of touchpoints with the company. Companies need to make access to their products device-independent to enable seamless 'channel hopping' for the customer.3. Personalization: The age-old secret to a good, long-term relationship with a customer is knowing their interests, preferences and tastes online as well. Retailers who use real-time analytics to analyze customer behavior in real time, for example, can tailor their offerings more individually to customer needs. They thus create dynamic and personalized shopping experiences.4. Flexible processes: End-to-end, cross-channel ordering and logistics processes are also starting points for surprising customers. Same-day delivery and ROPO are the buzzwords here. It is important to bear in mind that each channel has specific characteristics and opportunities."
"Integration of the different channels in customer dialog".
"The most important trend is definitely the integration of different channels in customer dialog. Consumers do not distinguish between offline and online. Their journey has long since taken them through both worlds, according to need, offer and opportunity. A recent study by Roland Berger shows that although customers spend a lot of time in the e-commerce environment, most real transactions still take place in brick-and-mortar retail - this is known as the 'ROPO effect' (Research Online, Purchase Offline). The challenge for companies is clearly the change in perspective: Customer management, as it is classically cultivated in CRM, and consumer interaction, as it is conducted by online marketing, must no longer run side by side. Isolated campaigns for isolated products with isolated data sets can no longer be successful enough."
"Make it as easy as possible for customers".
"Trends in Internet business I would sum up like this: Easy. Sexy. Pro.1. Easy: Make it as easy as possible for the customer. This is a huge effort for marketers and web managers. You have to get away from the belly-launch and towards the tailor-made solution for the customer. To be able to do this, intensive conceptual groundwork is required. As Goethe said: 'I had no time for a short letter.'2 Sexy: The image and video worlds must appeal to the viewer emotionally. Selecting the right images and videos for a company or having them created becomes a key challenge. In many cases, the visual appeal to customers is 'match-decisive'. Especially in social media. It is important to increase the attention span and to achieve a direct emotional access. And the most important thing: it must be authentic. If the images do not match the company, if the customer perceives the company differently in reality, the web presence is untrustworthy.3. Pro: Professional processes ensure continuous improvement. As is already common practice in other areas of the company, quality-assuring processes must also be installed in the web area. Without a strategic orientation of all activities, many actions fizzle out without paying off to the company's bottom line. At the heart of professionalization are: Web analytics, A/BTesting, AdWords optimization and the networking of social media activities."
