Praxisorientiertes Online-Marketing

Kreutzer, Ralf T.

doi:10.1007/978-3-658-02390-4

Cited by 68 publications

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“…61 Eine andere Form sind Flying-Banner, welche sich auf der Webseite bewegen und so versuchen, Aufmerksamkeit auf sich zu ziehen. 62 Inhalt der Werbung Dem Inhalt der Banner sind kaum Grenzen gesetzt. 63 Angefangen bei reiner Textwerbung und dem klassischen Standbild, 64 finden sich heute diverse Formen, von animierten Grafiken bis hin zu ganzen Videos -auch mit Ton.…”

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Werbeblocker im Internet

Jung¹

2021

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Ad blockers touch on numerous, as yet unresolved legal issues. While ad blockers have so far been judged primarily on the basis of unfair competition law, this work shows that the decisive factor is rather copyright law. This theme is developed with regard to the current case law jurisdiction of the ECJ. Furthermore, the concept of the ‚competitor‘ in unfair competition law is developed and placed on a new foundation with reference to the transactional decision. The thesis also comprehensively analyzes the legality of the possible alternative actions of the website operators and the response options of the ad blockers from the perspective of unfair competition law, copyright law and takes into account the GDPR.

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“…66 Teilweise werden auch kleinere Spiele als Werbung eingebunden. 67 Pop-ups und Pop-under Diese öffnen sich häufig beim Klick auf bestimmte Objekte als neues Browserfenster. 68 Je nach Art geschieht das entweder im Hintergrund (Pop-under) oder im Vordergrund (Pop-up).…”

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Werbeblocker im Internet

Jung¹

2021

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“…The purchase phase includes all the transactions that are part of the actual sales process such as paying, buying or shipment. In the last post-purchase phase, transactions such as claims, returns or after-sales services are included (Kreutzer, 2021;Westermann et al, 2018). The customers' touchpoints can be offline (traditionally) or online.…”

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“…The touchpoints are the moments in the customer journey when the buyer interacts directly or indirectly with the seller. The form of interaction that occurs at these touchpoints is impacted by the digital transformation (Kreutzer, 2021).Along with the impact on the touchpoints between buyer and seller, the digital transformation and the move to digital marketing also impact the communication mode. The classic one-dimensional push marketing has developed into multi-dimensional pull marketing.…”

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Using YouTube to Connect and Educate Individuals in the Chemical Industry

Klein¹

2022

IJTES

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In the chemical industry, a new generation of decision-makers is emerging in the next 5 to 10 years with a higher affinity for the use of videos to find information and to connect with other individuals. Through the digital transformation, an “on-demand” culture has become usual. As individuals want to access information at any time, B2B companies need to transform to video-based infrastructures enabling them to build effective relationships through connecting their employees with the new decision-makers of the industry. The speciality chemicals business is characterized by a high level of innovations which is seen as an excellent source to create video content aiming to connect individuals and to change social communication patterns. The current academic literature indicates the advantages of using YouTube in B2B, but a specific framework describing how to embed YouTube in the customer journey to improve B2B social communication and to achieve better social connections between B2B individuals is missing. Using an adopted content analysis, this paper developed a framework for YouTube-based activities combining the four major elements, Content, Touchpoint, Usage and Stimulus, in an interrelated setup.

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Influence of Digital Transformation on the Customer Relationship

Hahn

2019

Computational Statistics and Mathematical Modeling Methods in Intelligent Systems

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Praxisorientiertes Online-Marketing

Cited by 68 publications

References 0 publications

Werbeblocker im Internet

Werbeblocker im Internet

Using YouTube to Connect and Educate Individuals in the Chemical Industry

Influence of Digital Transformation on the Customer Relationship

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