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Content Gekonnt: Strategie, Organisation, Umsetzung, Roi-Messung Und Fallbeispiele Aus Der Praxis

Content Gekonnt: Strategie, Organisation, Umsetzung, Roi-Messung Und Fallbeispiele Aus Der Praxis

          
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About the Book

  • Einzigartiger Erfahrungsschatz der führenden Experten aus Wirtschaft, Wissenschaft und Agenturen
  • Best-Practice-Beispiele illustrieren den State-of-the-Art in der Praxis
  • Ganzheitliche Betrachtung von der Strategie über die Omni-Channel-Ausspielung bis zu Prozessen, Organisationsformen und ROI-Messung

In diesem Buch berichten Deutschlands Content-Marketing-Experten über Ihre Erfahrungen, Lernkurven und Erfolgsfaktoren in diesem sich etablierenden Marketing-Ansatz - leicht verständlich und praxisnah geschrieben und mit aktuellen Fallbeispielen illustriert.
Der Kunde ist König galt zwar schon immer, wurde aber in der Vergangenheit im Marketing nur selten gelebt. Unternehmen haben die Kommunikationskanäle genutzt, um zu erzählen was sie alles können und Kunden sollten aussuchen, was ihnen gefällt. Das funktioniert im Zeitalter der Informationsüberflutung nicht mehr. Es braucht Marketing "the other way round" - aus Push- wird Pull-Kommunikation. Um relevant und erfolgreich zu sein, braucht es Inhalte, die von potentiellen Kunden im individuellen Moment der Aufmerksamkeit gesucht, gefunden sowie wertgeschätzt werden und gleichzeitig eine aufs Unternehmensziel einzahlende Aktion auslösen. Das stellt völlig neue Anforderungen an die Marketing-Arbeit, deren Organisation, die Orchestrierung der gesamten Kommunikation sowie die Kompetenzen der Mitarbeiter. Und es braucht ein neues Verständnis in der Unternehmensführung von dem was Marketingkommunikation zum Unternehmenserfolg beitragen kann und welche Konsequenzen daraus intern folgen müssen.
Aus dem Inhalt
  • Wie Content Marketing gesehen wird - von Kunden und im Unternehmen
  • Welche Voraussetzungen Content Marketing braucht
  • Wie Content Marketing die Konsumenten erreicht
  • Wie Content Marketing entsteht - in B2C und B2B
  • Welche Content-Marketing-Formate existieren
  • Welche Verbreitungskanäle Content Marketing nutzt
  • Wie der ROI von Content Marketing sich messen lässt
  • Praxis-Beispiele - so gelingt es

Der HerausgeberMatthias Wesselmann ist Vorstandsmitglied der international renommierten Kommunikations-Agentur fischerAppelt, ein profunder Kenner der globalen Marketinglandschaft und Verbinder der Agentur- und Unternehmenswelt. In diesem Buch hat er die führenden Experten des deutschsprachigen und internationalen Content Marketing vereint.
Mit Beiträgen von Dr. Sepita Ansari Pir Seraei, Szyzygy PerformanceDr. Marc Calmbach, SINUS-InstitutChristian Clawien, fischerAppeltDr. James Edwards, SINUS-InstitutDr. Sabine Fischer, idea economyPhD Tim Gohmann, Behavioral Science LabChristian Goy, Behavioral Science LabAnne Griep, fischerAppeltOle Grönwoldt, Ole Grönwoldt Spatial DesignDr. Angela Harre, University of Applied Sciences EuropeMarkusHartmann, Pricing für AgenturenSarah Helm, Coca-ColaDr. RolfIllenberger, VRdirectIngo Kahnt Temel Kahyaoglu, The Group of Analysts Lena Kapp, eologyDr. Christian Kortmann, fischerAppeltLeif Lewinski, fischerAppeltCarmela Melone, The Group of AnalystsKatrin Menne, MerckJanine Michel, AccorHotels DeutschlandSibylle Milka-Böhm, AccorHotels DeutschlandJulia Niebergall, Universität MünsterHeiko Packwitz, Lufthansa Industry SolutionsDietrich Pflüger, fischerAppeltDirk U. Proff, blueforte Isabel Rehmer, fischerAppeltCarl-Jochen Reinhard, Fork Unstable MediaProf. Dr. Ulrike Röttger, Westfälische Wilhelms Universität MünsterHeiko Scherer, clapp mobile Arne-Kristian Schulz, blueforteMario Strack, eologyPaul Taggart, FORK Unstable MediaLeif Ullmann, nwtnPatriciaUnfried, eology Dr. Pascal Volz, fischerAppeltAnne Wahl, AccorHotels DeutschlandMatthias Wesselmann, fischerAppelt


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Product Details
  • ISBN-13: 9783658246198
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Height: 210 mm
  • No of Pages: 347
  • Spine Width: 0 mm
  • Weight: 700 gr
  • ISBN-10: 3658246197
  • Publisher Date: 28 Feb 2020
  • Binding: SA
  • Language: German
  • Returnable: Y
  • Sub Title: Strategie, Organisation, Umsetzung, Roi-Messung Und Fallbeispiele Aus Der Praxis
  • Width: 148 mm


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