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Permission Marketing: Entwicklung und Perspektiven des E-Mail-Marketings

Permission Marketing: Entwicklung und Perspektiven des E-Mail-Marketings

          
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About the Book

Täglich werden wir mit tausenden Werbebotschaften konfrontiert und können nur einen Bruchteil davon wirklich wahrnehmen. Die Aufmerksamkeit der Konsumenten zu gewinnen wird zunehmend schwieriger. Auch Direktmarketing hat wieder an Popularität gewonnen und macht heute bereits etwa die Hälfte der Marketing-Ausgaben aus. Obwohl diese Massnahmen kurzfristig erfolgreich sein mögen, sind auch sie nur eine weitere Belastung für den Konsumenten. Mit Permission Marketing sollen diese Probleme umgangen werden, indem die Konsumenten ihre Erlaubnis geben, Werbung zu erhalten. Via E-Mail wird dabei ein langfristiger Kundendialog angestrebt, der sowohl dem Kunden als auch dem Unternehmen Vorteile einbringt. Doch Permission Marketing hat heute mit verschiedenen Problemen zu kämpfen. Spam-Mails führen zu einer wachsenden Abneigung gegenüber Werbe-E-Mails und gefährden den Ruf des seriösen E-Mail-Marketings. Verschiedene Gesetzte erschweren das Online-Marketing und stellen auch Permission Marketing vor Probleme. Aufgrund der hohen Belastung durch E-Mails sind zudem viele Kunden nicht mehr bereit, in ein Permission Marketing Programm einzuwilligen. In dieser Untersuchung soll geklärt werden, wie sich Permission Marketing weiterhin erfolgreich anwenden lässt Das Erreichen der Aufmerksamkeit des Kunden stellt ein zentrales Problem dar. Dabei müssen die Anreize ständig erneuert und mit einem regelmässigen Versenden von E-Mails das Vertrauen und die Loyalität gesteigert werden. Auf diesem Weg kann das Ziel des Permission Marketings, ein möglichst hoher Customer Lifetime Value, erreicht werden. Da Newsletter ein sehr effizientes Permission Marketing Instrument darstellen, wurden auch von diesen der Gebrauch und die Erwartungen untersucht. Mit diesen Analysen konnten verschiedene Möglichkeiten ermittelt werden, wie Permission Marketing auch in Zukunft gewinnbringend angewendet werden kann.


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Product Details
  • ISBN-13: 9783868150919
  • Publisher: Igel Verlag Gmbh
  • Publisher Imprint: Igel Verlag Gmbh
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Sub Title: Entwicklung und Perspektiven des E-Mail-Marketings
  • Width: 148 mm
  • ISBN-10: 3868150919
  • Publisher Date: 07 Jan 2009
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 122 gr


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