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Veränderung des Marketings durch Digitalisierung by Kutlu, Burak

Veränderung des Marketings durch Digitalisierung

by Burak Kutlu
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Book cover type: Paperback
  • ISBN13: 9783346763167
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 26
  • Original Price: USD 22.5
  • Language: German
  • Edition: N/A
  • Item Weight: 46 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2022 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, FOM Hochschule für Oekonomie & Management gemeinnützige GmbH, München früher Fachhochschule, Sprache: Deutsch, Abstract: Durch das Zeitalter der Digitalisierung entstehen neue Schlüsseltechnologien, die zur Entwicklung innovativer Produkte und Dienstleistungen einen erheblichen Mehrwert beitragen. Die globale Vernetzung der Menschen und der technologische Handel am Markt, generiert immer höhere Datenmengen, die zur Auswertung von zukünftigen Unternehmensstrategien genutzt werden. Dieser digitale Fortschritt bringt für Unternehmen unterschiedlichste Möglichkeiten und Chancen mit sich. Trotz der positiven Aspekte der Digitalisierung, gibt es Herausforderungen und Probleme bei der Umsetzung, welche die Unternehmen bewältigen müssen. Diese Wandlung hat einen starken Einfluss auf den Bereich "Marketing" und "Kundenkommunikation". Um die Kundenbindung und den Erfolg einer Marke zu garantieren, werden zwar klassische Werbemethoden weiterhin angewandt, doch der Einsatz digitaler Medien nimmt immer mehr an Bedeutung zu. Durch diese technologische Wandlung entsteht bei Käufern ein verändertes Kaufverhalten. Informationen werden vermehrt digital eingeholt, Werbungen werden online gesehen und der Wert der direkten Beziehung zwischen Unternehmen und Kunden wird immer wichtiger. Der Käufer ist durch erhöhte Transparenz vermehrt über die Unternehmensaktivitäten und dessen Produktinhalte informiert. Diesen Trend müssen die Marketingabteilungen der Unternehmen ständig mitverfolgen und mithilfe der Digitalisierung neue Marketingstrategien entwickeln. So ist es keine Seltenheit mehr, dass Unternehmen ihre Produkte nicht nur per Printmedien oder TV-Spots vermarkten, sondern auch in Form von digitalen Werbeformen. Vorher ist es wichtig, das Kundenverhalten zu analysieren und somit die richtige Marketingstrategie auszuwählen, um genau die Käufergruppe anzuspre

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