Industry 4.0

Industry 4.0 - intelligent networking Industry 4.0 in B2B communication _ Industry 4.0 is the ideal of digitalization and can be described as total networking. Lean management, which is currently widespread, paves the way for optimized processes per se and is the basis on which 4.0 becomes possible. The advantages have long been [...]

Customer journey and touchpoints

Customer journey and touchpoints - crucial elements of the communication strategy The customer journey and its touchpoints _ "Customer journey" is a marketing term that describes the individual cycles that a customer goes through before deciding to purchase a product. All relevant touchpoints are taken into account. This also includes touchpoints that are independent of the [...]

What does cross-media mean?

Cross-media - how do you reach the B-to-B target group? What cross-media is - and what it has to do with personas _ The consequence of the explosion of new communication technologies and methods in recent decades, with new channels, ever newer formats and forums, is an almost unmanageable range of options for obtaining information, knowledge and entertainment.

What are personas?

What are personas? Personas - or the description of the target group _ The target group is also the be-all and end-all in B2B communication. As important as it is, it can rarely be clearly identified. It is important to outline and define them as clearly as possible. There are various methods for doing this, the most common and obvious being the use of statistics. [...]

The brand positioning

What is brand positioning? Brand positioning in B-to-B and B-to-C communication _ No brand is an island! What is said about people also applies to brands. Especially in B2B communication, they are always in an environment, a context and are subject to interactions with other brands, the market itself and the [...]

CRM in the B2B environment

What is CRM? CRM - Customer Relationship Management in the B2B environment _ CRM - Customer Relationship Management - refers to the consistent focus of a company on its customers and the organization of customer relationship processes. CRM can also be described as relationship marketing and in many industries, especially in the B2B environment, relationships between companies and customers are geared towards the long term. By means of CRM [...]

Viewpoints: 2.5 seconds

B2B communication that works immediately - because you only have 2.5 seconds You have 2.5 seconds - or your customer is lost _ 2.5 seconds is the magic value in classic B2B marketing: this is the average time a reader spends on a full-page advertisement in a trade magazine. If you don't succeed in keeping him [...]

Viewpoints: 08/15 or resounding effect

B2B advertising with impact instead of 08/15 - how to really reach your target group 08/15 or resounding impact _ Our experience shows: 80% of communication within a B-to-B industry is interchangeable and confusingly similar. Why not, you may ask yourself, because it works for the competition too. However, the message that the customer [...]

Points of view: Online or classic?

B2B advertising with impact instead of 08/15 - how do you really reach your target group online or classically? Wrong question! It's the "how" that counts _ The interplay of classic and online content is giving rise to a new discipline in the use of effective means of communication - today, with the numerous technical means available, the right channel and the right time are the [...]

Viewpoints: Uniqueness for B2B brands

Why clear positioning is crucial for B2B brands - and often lacking Uniqueness often doesn't work for B2B brands _ When brands try to define themselves exclusively by what they do or how they do something, this often falls short.The solution for more uniqueness and thus more uniqueness lies in the "why" of the brand.