Marketing Innovation SS2021 - Part 4 Essentials of Digital Marketing

Marketing & Innovation
Part 1 Marketing
Chapter 4: Digital Marketing
Summer Semester 2021
www.renac.de
Lecturer: Harald Pflughaupt MBA
Berlin Professional School
Berlin School of Economics and Law
Script only for teaching purposes at HWR Berlin

1
Structure of the Lecture
Chapter 1 Introduction to Marketing Definitions, 4 Components, Value Text 1 Better Marketing for a better world
Text 2 Principles of Marketing
Orientations, Marketing Concept, Text 3 Marketing Renewable Energy

Chapter 2
Plan, Relations to Strategy, Strategic Text 4 Strategic Marketing
Marketing Orientations
and Operational marketing Text 5 Visualizing Marketing
Marketing Concept and Plan
Chapter 3 Relations to Business Model, Target Group, Text 6 Green Marketing Mix
Marketing Mix Segmentation, Positioning, 4P, 7P, Details to Text 7 Marketing Mix for Renewable
Application on Renewable Energy Product, Price, Promotion, Place, Energy
Marketing Mix for Ren. Energy,
Chapter 4 CRM, Social Media, Big Data, E-Commerce, Text 8 Digital Marketing
Digital Marketing Online- and Mobile Marketing
Chapter 5 Definition, Kondratieff-cycles, innovation

Innovation Understand + Plan process, phases, Innovation checklist,
Open and Closed Innovation, roles, idea

Chapter
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generation, timing, communication, testing
Innovation Develop + Implement
Design Thinking, 6Sigma/DMAIC,

Chapter 7 Pitch Presentation, Morphological
Innovation Tools box, Fishbone Diagram,
Structure of the Lecture
2
Digitalisation in Marketing
1 Drivers of Digitalisation
2 Digital Transformation of Marketing
(Social) (Customer) Relationship Management
Customer Journey/ Customer Experience/ Touchpoint Management
Big Data, Data Warehouse and Online Market Research
3 E-commerce and Online Marketing

Digital Business Models
Online Communication
Search Engine Marketing
Mobile Marketing
Multi-channel management
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3
1. Drivers of Digitalisation
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4
Drivers of Digitalisation
§ Mobile technologies that allow access to information and thus the possibilities to interact or
make decisions at any time and in any place.
§ Social media, which are massively changing the possibilities for interaction within
companies and with their customers and partners as well as the general public.
§ Analytics and Big Data, which enable a company to make informed decisions and develop
data-based business models, if necessary in real time.
§ Cloud computing technologies that ensure highly flexible access to applications and data
at reasonable financial terms.
§ Digital technologies: Technical development that particularly links products with

digitalisation (such as Magic Mirror, smart devices, voice assistants).
§ Finally, the "Internet of Things" (IoT) offers unlimited possibilities for interaction and new
business models.
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5
Pressure for Change through Digitalisation
(according to Michael E. Porter)
changed customer behaviour

§ Offer/price transparency
(e.g. comparison portals)
§ Speed
(Online mail order)
§ Convenience
(Online delivery service)
new competitors in Replacement/extension of analogue

digital markets Pressure for change Products and services
on companies
(e.g. Uber Transport, through digitalisation (e.g. PC Tablet,
airbnb hotels) print media media libraries)
Supplier relations
§ Integration into the digital supply chain
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§ Outsourcing and outsourcing of non-value-added
activities to suppliers
§ competitive tendering
("bidder" portals)
M. Mühlfelder, Mettig, T. and Klein, U. (2017): Change 4.0 - Agile Change Management and Organisational Development
6
Online Media - Internet Users worldwide
§ Number of internet users worldwide from 2005 to 2019 (in millions)
4.500
3.969
4.000 3.742
Number of internet users in millions
3.492
3.500 3.274
3.030
3.000 2.839
2.660
2.473
2.500 2.242
2.035
2.000 1.772
1.570
1.500 1.382
1.216
1.100
1.000
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500
0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Source: Statista: https://de.statista.com/statistik/daten/studie/805920/umfrage/anzahl-der-internetnutzer-weltweit/ (as of 27.02.2021)
7
Online Media - Users of Social Media worldwide
Users of social networks worldwide 2010-2016 and a

forecast until 2021 (in billion)
3,5
3,02
3 2,9
2,77
2,62
2,46
2,5
2,28
2,14
2 1,91
1,59
1,5 1,4
1,22
0,97
1
0,5www.renac.de
0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
Source: Statista: http://de.statista.com/statistik/daten/studie/219903/umfrage/prognose-zur-anzahl-der-weltweiten-nutzer-sozialer-netzwerke/ (as of 27.02.2021)

8
Online Media
Use of selected social media platforms by Fortune 500 from 2013 to 2019
LinkedIn Twitter Facebook YouTube Instagram Blog Pinterest Google+ Snapchat
120%
98% 98% 99%

100% 97% 97% 96%
95%
93%
91% 90%
88% 89%
86% 85%
83% 84%
80%
77% 78% 77%
80% 75%
74% 73%
Share of companies
70%
69%
67% 67%
64% 63%
60%
53% 53% 54%
45%
42%
40%
38%
40% 36%
34%35% 33% 33% 33%
31% 31%
23%
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18%
20%
9% 9% 10%
0%
2013 2014 2015 2016 2017 2018 2019
Source: Statista: https://de.statista.com/statistik/daten/studie/151704/umfrage/nutzung-der-social-media-dienste-durch-globale-unternehmen/ (as of 27.02.2021)
9
Digital Voice Assistance
§ pervasive technology with language as the primary modus operandi

§ intuitive, verbal kind of interaction without haptic contact
§ exemplary functions:
§ Scheduling, messaging, music playback, operating household appliances and
answering questions
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Usage of Different Devices
§ Sequential Usage
Based on: Google (2012): https://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-

§ Moving from one device to another
at different times to accomplish a
task
§ Simultaneous Usage
§ Using more than one device at the
same time for either a related or an
unrelated activity
Image sources: https://pixabay.com/

studies.pdf (as at: 28.02.2021)
§ Multi-tasking -
§ Unrelated activity
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§ Complementary Usage - Unrelated

activity
11
Digitalisation - Trends 2021:
https://computerwelt.at/news/office-trends-2020-multifunktionssysteme-treiben-die-digitalisierung-voran/
§ "Smart multifunction systems help organisations on their way."
§ "The need for efficient solutions for New Work is increasing."
§ "Awareness of the issue of security as well as privacy is increasing."
§ "Evolution of Machine Learning (ML) to Artificial Intelligence (AI)".
§ "Sustainability in Digitisation and Marketing - an Ecological and Economic
Megatrend".
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12
2. Digital Transformation of Marketing
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13
(Social) (Customer) Relationship Management
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14
Digital Transformation of Marketing - CRM
"CRM comprises all measures of analysis, planning, implementation and control that are aimed
at initiating, stabilising, intensifying and resuming business relationships (...) with the company's
customers that may have ended, with the aim of mutual benefit."
(Bruhn 2009)
Customer Relationship Management
Potential customers Current customers Former customers
New customer acquisition Customer loyalty Customer recovery

(Customer
www.renac.deRecruitment) (Customer Retention) (Customer Recovery)
Churn management
15
AIDA advertising Impact Model
A marketing activity excites the

Attention Attention of the target group.
This can generate interest in the

Interest services advertised triggered
become.
Subsequently, a concrete
Desire
desire to buy arises.
Action
Cf. Lewis 1903, p. 124.

www.renac.de Ultimately, this can lead to
lead to action (to purchase).
16
1. Drivers and Effects of Digitalisation
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Customer Journey/ Customer Experience/ Touchpoint Management
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Stages of the Customer Journey
Demand/ Search Evaluation Purchase Post-purchase

Deficiency Phase
detection
Source: Föhl/Theobald 2015, p. 128.

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Customer Interaction in the Customer Journey
Awareness Interest Purchase Service Retention
Mobile 1.Contact
Word of mouth
Social media Exchange
Marketplace Research
Stationary branch Return
Landing Page Order
Hotline/Consultant Question
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20
Big Data, Data Warehouse, Online Market Research
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Big Data Definition
§ Data that exceeds the size of classic data storage, processing and analysis on
conventional hardware and is also far more heterogeneous than classic data.
§ Volume: The data stock is extensive and lies in the tera to zettabyte range (megabyte =
106 byte, gigabyte = 109 byte, terabyte = 1012 byte, petabyte = 1015 byte, exabyte =
1018 byte, zettabyte = 1021 byte).
§ Variety: Variety in Big Data refers to the storage of structured, semi-structured and
unstructured multimedia data (text, graphics, images, audio and video).
§ Velocity: The term means speed and requires that data streams can be evaluated and
analysed in real time.
§ Value: Big Data applications should increase the value of the company. Investments in
personnel and technical infrastructure are made where there is a leverage effect or added
value can be generated.
Source: Fasel/Meier 2016, p. 6.

§ Veracity: Since many data are vague or imprecise, specific algorithms must be used to
assess the significance or quality of the results. Extensive data stocks do not per se
guarantee better evaluation quality.
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22
Big Data Examples of Analyses
§ Analyses that take Big Data into account are, for example:
§ Basket analysis
§ Fraud detection
§ Customer churn (forecasting customer change & return management)
§ Path analysis (e.g. in the customer journey)
§ Predictive analysis
§ Sentiment analysis
§ Social networking analysis
§ Data visualization
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Data Warehouse
§ According to Bill Inmon, a data warehouse is "a subject-oriented, integrated,

nonvolatile, and time-variant collection of management decisions."
§ Theme orientation
§ Integration of data from different sources
§ Period reference
§ Enables long-term analyses
§ in the meantime also provision (time) of current data
§ Non-volatility
§ permanent collection of data
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§ Historical data is not overwritten, so changes over time can also be

recognised, e.g. in the event of a change of address.
24
Online Market Research - Online Data Collection
Online primary research
Online Online Online- Online

Interview Observation Panel Experiment
Based on Fritz 2004, p. 144.

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Online Market Research
Benefits and challenges of online market research compared to

classic market research
Benefits Challenges
Costs largely independent of sample size Representativeness of the sample
Electronic data allow automatic

plausibility checks and increase data Recruitment costs
quality
Conducting complex studies large data volumes

Multimedia, virtual and three-dimensional Gustatory, olfactory and tactile
Olbrich/Schultz/Holsing 2019, p. 230.

content perceptions
Time independence and flexibility of the little influence and control during the
participants
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Fast implementation and high case

higher dropout rate
numbers
26
Tracking approaches in Online Marketing
URL § The affiliate's ID is written directly into the HTML code when a surfer visits the website.
tracking § The affiliate's ID thus becomes part of the URL leading to the merchant's website.
§ A secure tracking process is achieved - independent of the user's browser settings.
§ However, commission is only paid if the user takes the commissioned action directly on the merchant website.
§ Subsequent transactions, e.g. after the merchant website has been called up again directly, are no longer recorded by the URL tracking and are
therefore not remunerated.
Cookie § When a visit to the Merchant website is triggered by an affiliate, the affiliate ID is stored in a cookie on the user's computer.
tracking § This cookie is read during a commissioned transaction and can thus be clearly assigned to the affiliate - even if this transaction takes place
later.
§ However, users have the option to delete cookies stored on their computer; if this is done, the affiliate will no longer receive commission.
§ Cookie tracking enables the lifetime remuneration of an affiliate - as long as the cookie is not deleted. However, if the user's attention is drawn
to the offer again by an affiliate after the cookie has been set, the latter will be left empty-handed.
Session § When a page is visited, a session is opened and transactions are registered based on a session ID.
tracking § In a running session, for example, the user ID and relevant transactions are saved.
§ The method works even if cookies are disabled, as session management is done by the web servers.
§ If a transaction to be provoked is carried out after the end of an ongoing session, it can no longer be assigned to an affiliate.
Adapted from Lammert 2015, pp. 46-50.

Data § The affiliate ID from the URL or from a cookie read is recorded with the user ID in the merchant's database.
bank § Subsequent purchases - even over longer periods - can be assigned to the initial affiliate.
§ Database tracking enables lifetime commissioning of an affiliate.
tracking § If the user's attention is drawn to the offer again by another affiliate after the cookie has been set, the latter is left empty-handed.
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Pixel § An image the size of a pixel, which is invisible to the visitor, is stored on the merchant's website and is contained in the HTML code.
tracking § If this transaction tracking code is requested by the operator of the affiliate network, the operator learns that a transaction to be commissioned
has taken place.
§ The assignment to the initial affiliate usually takes place via cookie tracking.
§ Therefore, the link on the affilate website leads to the merchant via the network to enable attribution and readout.
27
Controlling of Online Marketing
§ Online controlling serves the target-oriented use of marketing budgets for online
marketing activities
§ Possibility of user-specific performance measurement using cookie technologies and
advertising networks
Info about
Cookie the offer
Text file on the user's Information on the range

computer that stores of services offered by the
information
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about Advertising network provider can be found on
browsing behaviour. places ads on a variety of its website
websites
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3. E-Commerce and Online Marketing
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Digital Business Models
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E-commerce and online marketing
§ Electronic commerce is the digital initiation, negotiation and/or settlement of

transactions between economic entities. (Clement/Peters/Preiß 2001, p. 56)
§ Digital initiation by means of electronic networks (e.g. Wirtz 2018)
à Buying and selling goods and services with the help of modern information and
communication technology
Mobile Commerce
www.renac.de Social Commerce Voice Commerce
31
Possible uses of e-commerce
Demand for the service
Consumer Business Administration
Consumer-to- Consumer-to-
Consumer
Consumer-to-
Consumer Business Administration
z. e.g. Internet z. e.g. job fairs with z. e.g. tax processing for
Classifieds market advertisements from job private individuals
seekers (ESt etc.)
Service provider
Business-to- Business-to-
Business
Business-to- Administration
Consumer Business
z. E.g. order of a z. e.g. tax processing of
customer in an internet z. E.g. order of a company companies
Based on Hermanns/Sauter 2001, p. 25.

shopping mall from a supplier via EDI (VAT, corporate income
tax, etc.)
Administration
Administration-to-
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Consumer Administration-to- Administration-to-
z. E.g. processing of Business Administration
support benefits (social z. e.g. procurement z. e.g. transactions
assistance, measures of public between public institutions
unemployment institutions on the internet at home and abroad
assistance, etc.)
32
Development from Commerce to Social Commerce
Commerce E-commerce Social Commerce
Based on Richter/Koch/Krisch 2007, p. 5.

Distribution
and trade
+ Information
technology
+ Cooperation
and communication
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Possibilities of using a social shopping community
Filter mechanisms, including for gender, brand, product group,

Search function
price, price promotion (sales) and online shop
Search function
Search field Field in which a user can enter his search terms
List User-generated list containing various products
User profile for publishing personal information and shopping

Profile
preferences (incl. pinboard and guestbook)
Rating product User-generated ratings for products

Social
Shopping
Closely based on Olbrich/Holsing 2011, p. 18.

Rating Shop User-generated ratings for online shops
Style User-generated collage containing several products
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Day User-generated markings of products and shops
Forwarding to an online shop after viewing a product detail page.

Transaction Click-Out
The purchase takes place in the online shop.
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Online communication is concerned with shaping and influencing online information

flows directed at all markets.
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Online Communication Tools
§ Use of websites
§ E-mail communication
§ Use of advertising banners
§ Operation/observation of online communities
§ Operation/observation of forums
§ Operation/observation of weblogs
§ Mobile apps
§ Digital voice assistants
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Effectiveness Measures of Online Communication
§ These measures of effectiveness are measurable online via tracking on an

individual user basis:
§ Page impressions
§ Number of visitors (visits)
§ especially conversion rates (conversation rates)
§ Closing of transactions (sales)
Did the marketing Were there interaction

Has the customer come into activity elicit the effects between
contact with the marketing activity? desired response from different marketing
the customer? measures?
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Efficiency Measures
§ Efficiency measures represent the input-output ratio of online marketing activities.

They are measured according to various target values:
§ Website traffic generation
§ CPM (Cost-per-Mille)
§ CPC (Cost-per-Click)
§ Acquisition of interested parties

§ CPL (Cost-per-Lead)
§ CPA (Cost-per-Action)
§ Completion of purchase
§ CPO (Cost-per-Order)
Cf. Kreutzer 2014, p. 81 f.

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Market share of search engines worldwide December 2020
Source: Created according to statcounter: https://gs.statcounter.com/search-engine-market-share

2,69%
1,46%
1,36%
1,00%
2,11%
91,38%
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[28.02.2021]
Google bing Yahoo! Baidu Yandex Other
41
Approaches to Search Engine Optimisation (1/2)
Criteria Explanation
Content design of the website
§ Text § Targeting 3 to 5 keywords
§ 250 to 500 words of text per page
§ Form meaningful sections in larger texts
§ Do not use text in images and animations
§ Using the principle of inverted pyramids
§ Avoid inflections of the search words
§ Use search words at the beginning and in the headlines if possible
§ Use the HTML standard for formatting
Technical implementation of the website

§ File formats § Use analysable file formats
§ Avoid framesets
§ Avoid dynamically generated content
§ Do not use animation alone to convey content
§ Page title § Use search words
§ Observe word density, word proximity and word position
§ Meta-information § Enter keywords and inflections in the Keywords section.
§ fill the description information with 200 to 250 characters and pay attention to the
integration of the search words
§ Images § define the hint for the search engine robots and create a text file robots.txt for the
Schultz 2009, p. 74 f.
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§ Links internet presence
§ describe with the help of the ALT attribute
§ Provide with meaningful link texts
42
Approaches to Search Engine Optimisation (2/2)
Criteria Explanation
Design and technical implementation of the website
§ Navigation § all areas should be accessible by man and machine
§ Content should be accessible after a few clicks
§ Use breadcrumb navigation
§ Provide sitemap
§ Create alphatic index
§ Structure § Give files meaningful names
§ Give directories meaningful names
§ Select URL with search words if necessary
Optimisation of external factors

§ Link popularity § Align existing links with the search terms
§ Search for link sources through competitor analysis
§ Search for link sources by analysing your own value chain
§ Search for further link sources at general and thematic directories as well as information
portals
§ Website § Expansion of the range of information
§ Thematic expansion of the internet presence
§ Selection of banners and programme codes to facilitate the placement of references
Schultz 2009, p. 74 f.
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43
Search engine advertising process
Tasks- Marketing
environment targets
Definition of the goals of search

engine advertising
Determining the target groups
Conception and planning of

search engine advertising
§ Identification and selection of search
words
Closely adapted from Schultz 2009, p. 87.

§ Segmentation of the search words
§ Design of the advertisements
Implementation of search engine

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Control of target achievement and

adjustment of search engine
advertising
44
Targets of Search Engine Advertising
Key figure Explanation

Overlays (impressions) Number of ad impressions
Rank Average placement of the ad in the period
Clicks Number of clicked ads

Percentage of ads displayed that were
Click rate
clicked on
Number of subsequent events that have
Conversions
occurred
Percentage of clicked ads that led to a
Conversion rate
defined follow-up event
Budget utilisation Percentage of advertising material spent
Cost per click Costs for one click in the period
Schultz 2009, p. 85.

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Costs per conversion Costs for a conversion in the period
45
Search Engine Advertising Influences
Influence level Influencing factor

Insert
§ Selection of search words
§ Matching degree of the search query with
the search words
§ geographical selection
§ linguistic selection
§ temporal selection
Rank
§ Bid amount
§ Matching the search query with the
advertisement and the target page from the
search engine's point of view.
§ Click popularity approaches
Click § Matching the search query with the
advertisement from the search engine's
point of view
§ Design elements of the display
Conversion

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§ Matching the searcher's expectation with
the internet presence
§ Design of the internet presence
§ User-friendliness of the website
§ Selection of the target page
46
Comparison of SEO and SEA
Search Engine Optimisation Search Engine Advertising

Criteria
(SEO) (SEA)
Addressing interested through the placement of paid
by improving the natural results
parties advertisements
Focus on one search engine no restriction
Reach
Selection of fewer search words no restriction
Effort high set-up effort timely control
Costs high initial investment recurring advertising costs
temporal orientation long-term short to medium term
Exclusion from the search engine
Risk factor Click fraud
database

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47
Mobile Marketing
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48
Mobile Marketing
§ Mobile devices
§ Mobile phones and smartphones
§ Notebooks
§ Tablets
§ Merely a new end device for 'old' media?
§ Bridging the last spatial and temporal limitation
("always on, always available")
§ Approaches for other companies
§ Mobile marketing, esp.
• location based services
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• QR codes
• augmented reality
49
Augmented Reality (AR)
§ Augmented reality connects the real world with the digital world.
§ Ex: additional information about a current location will be displayed on the
smartphone.
What application examples have you already discovered in

augmented reality?
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Image sources:
50
Magic Mirror: Use of AR in retail
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51
QR Codes
§ Quick response codes (QR codes) allow users of mobile devices to respond
directly to content or promotional corporate communications.
Image source smartphone: https://pixabay.com/

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52
Social Media Marketing
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53
Social Media Examples
§ How do current providers such as Instagram, Pinterest and Snapchat fit into this
system?
Blogs:
§ Blogger
§ Twitter § Technorati
§ Facebook Media sites:
§ LinkedIn § YouTube
§ Google Plus § Picasa
Social Social § SmugMug
Community Publishing § SlideShare
§ Scribd
§ Facebook
§ LivingSocial
Social Social
§ Come2Play
Based on Tuten/Solomon 2015, p. 11.

§ Groupon Commerce Entertainment
§ Second Life
§ Snipi § MySpace
§ VideoGenie
§ Zynga
§ TripAdvisor § uGame
§ Payvment
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54
Reasons for using Social Media
High user
numbers
Dialogue skills
Viral effects
Reaction-
speed
Customised
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advertising Trust/
authenticity
55
Summarised evaluation of advertising measures in
social networks
Benefits Challenges
§ Diverse segmentation criteria for a § Target group mostly without
selective address of the target group purchase intention and consequently
low purchase completion rates
§ High dwell times may lead to brand § weak performance of ads may lead
effects to high bid amounts
§ Social networking leads to a high § Avoid windfall profits with voucher
recommendation potential and discount campaigns
§ Continuous development of
algorithms and processes

§ Advertising delivery algorithms
largely unknown
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Targets and Metrics for Facebook Advertising Campaigns
Target and measured

Explanation
variable
Post The ads are used to increase activity on a Facebook page, such as
increasing comments, recommendations and image and video views.
Like The target and measurement parameter is the number of so-called likes
('Like' votes) for a Facebook page.
Video views The ads are used to distribute video content. The number of video views
is measured here.
Click (website visit) A click in this case measures the redirection to a specific website outside
the social network.
Conversion (website activity) Conversion captures a pre-defined action by a prospect on a web page
outside the social network.
App installation The metric records the successful installation of, for example, mobile
application programmes.

App use The objective is to increase the interaction with an application. The
access to the application programme serves as a measurand.
Local target group The advertising campaign is used to address people in the geographical
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Event participation The promotion of events is measured by the number of participants
generated.
Transaction Interested parties should take advantage of selected Facebook
Commerce offers.
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Multi-Channel Management
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Multi-Channel Sales
§ The planning and control of several sales channels for the distribution of
a company's range of services is generally summarised under the term
multi-channel management. In many cases this also includes the
information channels for customer communication.
A variety of terms have been introduced for specific development

directions in this context, e.g.
§ Cross-channel: Focus on the integration of sales channels
§ Omni-channel: permeable (change of channel at any time of customer
interaction) use of all sales channels relevant from the customer's
point of view
§ No-line-channel: the customer journey corresponds to a continuous
and borderless shopping experience, especially integration of the
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mobile channel.
59
Channel Decisions - Multi Channel
Direct sales via the Internet
Nike.com
Indirect sales Online retailer

(e.g. Sogdog,
Via online retailer Foot Locker)
Direct sales via Nike Town
Superstores in big cities
Indirect sales Offline retailer

(e.g. Foot Locker,
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Via traditional Mervyn's, Target)
Trader
60
Sales Channel Decisions: Multi-Channel Management
Image sources: https://mediaroom.loreal.com/en/official-resources/official-logos-gallery/, all retrieved

Hairdressing Mail order
Branches Retail trade Perfumery Pharmacy
salon business
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16.01.2020
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Marketing & Innovation

Script only for teaching purposes at HWR Berlin

Orientations, Marketing Concept, Text 3 Marketing Renewable Energy

Chapter 5 Definition, Kondratieff-cycles, innovation

Open and Closed Innovation, roles, idea

Design Thinking, 6Sigma/DMAIC,

Customer Journey/ Customer Experience/ Touchpoint Management

Big Data, Data Warehouse and Online Market Research

3 E-commerce and Online Marketing

Search Engine Marketing

§ Digital technologies: Technical development that particularly links products with

changed customer behaviour

new competitors in Replacement/extension of analogue

§ Number of internet users worldwide from 2005 to 2019 (in millions)

Source: Statista: https://de.statista.com/statistik/daten/studie/805920/umfrage/anzahl-der-internetnutzer-weltweit/ (as of 27.02.2021)

Users of social networks worldwide 2010-2016 and a

Source: Statista: http://de.statista.com/statistik/daten/studie/219903/umfrage/prognose-zur-anzahl-der-weltweiten-nutzer-sozialer-netzwerke/ (as of 27.02.2021)

LinkedIn Twitter Facebook YouTube Instagram Blog Pinterest Google+ Snapchat

98% 98% 99%

§ pervasive technology with language as the primary modus operandi

Based on: Google (2012): https://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-

Image sources: https://pixabay.com/

§ Complementary Usage - Unrelated

§ "The need for efficient solutions for New Work is increasing."

§ "Awareness of the issue of security as well as privacy is increasing."

§ "Evolution of Machine Learning (ML) to Artificial Intelligence (AI)".

§ "Sustainability in Digitisation and Marketing - an Ecological and Economic

Customer Relationship Management

Potential customers Current customers Former customers

New customer acquisition Customer loyalty Customer recovery

A marketing activity excites the

This can generate interest in the

Cf. Lewis 1903, p. 124.

Demand/ Search Evaluation Purchase Post-purchase

Source: Föhl/Theobald 2015, p. 128.

Awareness Interest Purchase Service Retention

Source: Fasel/Meier 2016, p. 6.

§ Customer churn (forecasting customer change & return management)

§ Path analysis (e.g. in the customer journey)

§ Social networking analysis

§ According to Bill Inmon, a data warehouse is "a subject-oriented, integrated,

§ Historical data is not overwritten, so changes over time can also be

Online primary research

Online Online Online- Online

Based on Fritz 2004, p. 144.

Benefits and challenges of online market research compared to

Costs largely independent of sample size Representativeness of the sample

Electronic data allow automatic

Conducting complex studies large data volumes

Olbrich/Schultz/Holsing 2019, p. 230.

Fast implementation and high case

Adapted from Lammert 2015, pp. 46-50.

Text file on the user's Information on the range

§ Electronic commerce is the digital initiation, negotiation and/or settlement of

www.renac.de Social Commerce Voice Commerce

Demand for the service

Consumer Business Administration

Based on Hermanns/Sauter 2001, p. 25.

Commerce E-commerce Social Commerce

Based on Richter/Koch/Krisch 2007, p. 5.

Filter mechanisms, including for gender, brand, product group,

List User-generated list containing various products