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Digital Customer Journey im Zeitalter der digitalen Transformation: Wie müssen sich Kundenansprachen verändern um Zielgruppen bestmöglich zu erreichen

Digital Customer Journey im Zeitalter der digitalen Transformation: Wie müssen sich Kundenansprachen verändern um Zielgruppen bestmöglich zu erreichen

          
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About the Book

Bachelorarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Macromedia Fachhochschule der Medien München, Sprache: Deutsch, Abstract: Diese Arbeit beschäftigt sich mit der Frage, wie sich die Kundenansprache verändern muss, um die Zielgruppe optimal zu erreichen. Der Fokus liegt dabei auf dem stationären Einzelhandel der Bekleidungsindustrie und dessen Online-Handel. Die Notwendigkeit der Veränderung einer Kundenansprache geht aus neuen Technologien, Services und Plattformen hervor. John Rockefeller (1839-1937) erkannte bereits zu seiner Zeit etwas, was noch hundert Jahre später, im Bereich der Markenkommunikation, absolut relevant ist. Nur wer sich wagt neue und unbekannte Dinge zu probieren, bleibt auch in Zukunft erfolgreich. In einer immer digitaler werdenden Welt, in der Unternehmen unzählige Möglichkeiten haben, ihre Kunden anzusprechen, wird gerade diese Kundenansprache immer komplexer. Konsumenten möchten zunehmend selbst bestimmen, wann sie kaufen, wo sie kaufen und wie sie kaufen. Dafür stehen ihnen immer mehr Werbe- und Distributionskanäle zur Verfügung. Auch die Verbindung zwischen Online-Shopping von zu Hause und von unterwegs aus und dem realen, gewöhnlichen Einkaufen in Innenstädten spielt dabei eine Rolle. Der Kaufprozess soll für den Konsumenten komfortabler werden, ohne dass dieser beim Markenerlebnis Abstriche machen muss, denn einkaufen soll nicht nur schnell gehen sondern auch Spaß machen. Mit Hilfe von Plattformen, Services und Technologien wird dies möglich. Die Implementierung allerdings, wird zur Herausforderung. Durch das Überangebot an Ware, gewinnt der Händler, der den schnellsten und bequemsten Weg zum Einkaufen bietet und sich mühelos in den Alltag des Kunden integrieren lässt.


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Product Details
  • ISBN-13: 9783668480490
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 52
  • Spine Width: 3 mm
  • Weight: 82 gr
  • ISBN-10: 3668480494
  • Publisher Date: 13 Jul 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Wie müssen sich Kundenansprachen verändern um Zielgruppen bestmöglich zu erreichen
  • Width: 148 mm


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Digital Customer Journey im Zeitalter der digitalen Transformation: Wie müssen sich Kundenansprachen verändern um Zielgruppen bestmöglich zu erreichen
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Digital Customer Journey im Zeitalter der digitalen Transformation: Wie müssen sich Kundenansprachen verändern um Zielgruppen bestmöglich zu erreichen
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