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Interaktive Kommunikation durch Online-Direktmarketing. Chancen und Erfolgsaussichten im Lead Generation Process by Roubanis, Alexander

Interaktive Kommunikation durch Online-Direktmarketing. Chancen und Erfolgsaussichten im Lead Generation Process

by Alexander Roubanis
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Book cover type: Paperback
  • ISBN13: 9783638843393
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 120
  • Original Price: USD 20.9
  • Language: German
  • Edition: N/A
  • Item Weight: 168 grams
  • BISAC Subject(s): Marketing / General

Diplomarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule Mainz, Sprache: Deutsch, Abstract: Als Leads, gelegentlich auch Sales Leads genannt, bezeichnet man die durch Werbung ausgelösten Anfragen von Interessenten oder potenziellen Kunden. Die vorliegende Arbeit untersucht das Thema Lead Generation durch Online-Direktmarketing und dessen zunehmende Bedeutung für werbetreibende Unternehmen in der Neukundengewinnung und im Kundenbindungsprozess. Lead Generation ist dabei die Aktivität, potenzielle Kunden für das Unternehmen zu identifizieren, d.h. mit den geeigneten Ma nahmen aus einem Markt oder Marktsegment Individuen herauszufiltern, welche ein ausdrückliches Interesse für ein Produkt oder eine Dienstleistung zeigen. Dabei werden zeitnah sämtliche relevanten Informationen über den potenziellen Kunden in einer Lead-Database erfasst und klassifiziert. Die Erfassung von Leads verspricht bei einem Follow-Up, d.h. bei einer Folge oder Nachfassaktion mit entsprechenden Ma nahmen und Techniken - die Chance auf Verbesserung der Umwandlungsquote (der Anteil der Leads, die zu einer Bestellung führen). Zusätzlich werden unterschiedliche Werbeformen des Online-Direktmarketing zur Generierung von Leads besprochen. In diesem Zusammenhang wird auch auf besondere Aspekte des modernen Direktmarketing wie Permission Marketing, One-to-One Marketing und virales Marketing eingegangen.

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