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Direct marketing covers all campaigns and activities that are intended to directly address the user. Unlike mass advertising, where the aim is to reach as many people as possible, direct marketing is all about tapping into specific target group...
Buyer persona vs. target group: what’s the difference?
If you want to emotionally engage with your customers and convince them of your products and services, you need to really know and understand their needs. But what exactly is the difference between a target group and buyer persona?
Podcast advertising (part II): a revolution in brand communication?
To place powerful and effective podcast advertising, you need to pursue innovative brand communication paths. We interviewed Wolfgang Bscheid to find out how advertising in podcasts lets brands experiment with the communication of tomorrow.
Advertising in podcasts (part I): authentically approaching audio advertising
Podcasts are growing in popularity – including among advertisers. However, podcast advertising has nothing in common with a typical radio commercial. We interviewed Wolfgang Bscheid to explore how podcast advertising can work.
Positive energy! How emotional marketing wins the hearts of customers
Nobody buys rationally. Emotions are usually what wins the hearts – and wallets – of customers and forms a strong bond with a brand. Here, we explore why emotional marketing works so well.
Sustainable marketing: strategies and best practices for Green Marketing
Green Marketing or sustainability marketing has not only been the megatrend par excellence since Fridays for Future. So: is green really the natural panacea for your company? Is your brand suitable for Green Marketing? And which strategies are valuable for credibility?
Agile sales – 8 steps to building agile sales teams
Agile sales is key to achieving a powerful, flexible and viable sales force. Agile sales teams are created by adapting methods such as Scrum or Kanban as used in software development and IT project management.
Why e-mail marketing has become far more than just e-mail marketing
Like advertising banners, e-mail marketing comes from the original generation of digital marketing and it retains high status. With profound technology and a lot of expert knowledge, the e-mail makes your marketing mix better than ever.
The Future CMO: How Marketing works in the age of digitalization
The digital transformation is causing many CMOs to radically rethink their daily routines. "The Future CMO Report" provides exciting insights into what marketing and the CMO of the future will have to achieve.