Content Marketing

"Content is king, but context is the battle." (Gary Vaynerchuck, * 1975)
Marketers have traditionally been using brands as key concepts of communicating their messages to their target audience and customers. An important part of brand strategies are huge investments in advertising and media penetration. Although increasing internet penetration and usage caused advertising prices to fall, and advertising is still important in order to sell products, in order to attract and retain customers companies need, however, more than mere advertisements.

Content Strategy

Customer Value Management is a customer-driven marketing innovation approach, which helps firms to realize growth opportunities by concurrently keeping marketing costs low. It places the customer at the core of the marketing and business activities and seeks to maximize the financial value a firm can gain through customer portfolio and life cycle management. Customer Value Management leads to tailoring marketing investments to a value-adding target audience and cover:

  • Who is the target audience?
  • Evaluation and introduction of customer databases
  • Development and implementation of customer value measurement and accounting
  • Design and implementation of customer strategies (acquisition, retention, add-on selling) in order to increase customer value
  • Aligning the marketing mix to customer strategies with a focus on internet communication and advertising
  • Change of organizational structures and processes according to customer value strategies and tactics

Content Management

Customer Value Management is a customer-driven marketing innovation approach, which helps firms to realize growth opportunities by concurrently keeping marketing costs low. It places the customer at the core of the marketing and business activities and seeks to maximize the financial value a firm can gain through customer portfolio and life cycle management. Customer Value Management leads to tailoring marketing investments to a value-adding target audience and cover:

  • Analysis of our clients customers in terms of structure and life cycle
  • Evaluation and introduction of customer databases
  • Development and implementation of customer value measurement and accounting
  • Design and implementation of customer strategies (acquisition, retention, add-on selling) in order to increase customer value
  • Aligning the marketing mix to customer strategies with a focus on internet communication and advertising
  • Change of organizational structures and processes according to customer value strategies and tactics

Content Delivery

Customer Value Management is a customer-driven marketing innovation approach, which helps firms to realize growth opportunities by concurrently keeping marketing costs low. It places the customer at the core of the marketing and business activities and seeks to maximize the financial value a firm can gain through customer portfolio and life cycle management. Customer Value Management leads to tailoring marketing investments to a value-adding target audience and cover:

  • Analysis of our clients customers in terms of structure and life cycle
  • Evaluation and introduction of customer databases
  • Development and implementation of customer value measurement and accounting
  • Design and implementation of customer strategies (acquisition, retention, add-on selling) in order to increase customer value
  • Aligning the marketing mix to customer strategies with a focus on internet communication and advertising
  • Change of organizational structures and processes according to customer value strategies and tactics
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Create relevant content!

Strategy

We design and implement digital strategies for sustainable growth. more

Web

We develop creative web sites and applications, portals, and online shops. more

Branding

We build brand reputation and communicate brand messages online. more

Sales

We acquire leads and customers and maximize online sales at target ROI. more

The internet has become the main source of gathering information, both for individuals and businesses. Therefore, in order to not only gain visibility on the web, but also attract the target audience, creating and distributing compelling content is a cornerstone of any successful communications strategy.

Content
is the fuel of any offer a business provides to its target audience and entails the story of communicating the unique selling proposition. Whereas search is about keywords that address user demand and social media are about connections and relationships, content is about conveying brand and product positioning. Despite the differences of these communications strategies, in order to be effective they should be carefully aligned with the web design and development approach.

In order to turn website visitors into new and retaining customers, however,
content marketing is the most important part of marketing communications.

No matter how good a company is at servicing its customers offline, a
poor online experience for the target audience may lead to a loss of business opportunities and is definitely a competitve disadvantage. Whether a company is in the B2B or B2C business, a brick-and-mortar or online business, or if it sells products or services: content marketing should be a core feature of any digital strategy. Without attractive content, no trust and backlinks from other sites and only little user engagement. Finally, creative webdesign cannot redeem unappealing content.

The need for marketeers to produce unique and appealing content is obvious:
  • traditional CPM based models do not work any more
  • accelerating decision processes on the buyers require fast marketing impact
  • increasing competition from smaller companies
  • brand awareness and brand loyalty have become obsolete
  • costs of producing and distributing content are decreasing

By developing sophisticated content strategies, producing and managing content efficiently and effectively and publishing content to the target audience, marketeers get the opporuntity to build up a sustained and positive attitude towards the company, it´s brands, and products.