In this chapter, readers will acquire the ability to identify the different forms of online tools and their respective objectives, distinguish between push and pull communication in online marketing, understand the dissemination of cross-media campaigns, differentiate between various multi-/omni-channel engagements, evaluate different types of targeting with regard to their suitability for campaigns, explain options for ad delivery, assess various billing models, interpret key performance indicators in online marketing, recognize the importance of the corporate website for a company’s online engagement, consider the relevant requirements when building a corporate website, apply “unspoken user questions” in website design, distinguish between different “anchors of the online presence,” use performance criteria to evaluate a corporate website, confidently employ tools to increase traffic to the corporate website, purposefully use tools for monitoring website performance, recognize the relevance of online PR, confidently use online PR instruments, consider the framework conditions for the use of online PR, recognize the relevance of search engine optimization for a wide range of business models, identify starting points for compelling search engine optimization, align the online content of the corporate website with two key target groups, consider the requirements of voice SEO and voice search, identify “prohibited” search engine optimization measures, apply and interpret various measures for SEO-related website evaluation, describe and use the possibilities of email marketing in a goal-oriented manner, understand the success factors of email marketing, review the effects of email marketing using KPIs, select suitable software for email marketing, recognize the drivers behind the trend toward mobile marketing, derive implications for one’s own business model, identify areas of mobile marketing design, evaluate social media marketing with its opportunities and risks, recognize the possibilities and limitations of social media marketing from a corporate perspective, develop courses of action for integrating social media, distinguish the application possibilities of various social media (including blogs, microblogging, social networks, media sharing platforms, messenger services, social bookmarking, online forums, and online communities), shape areas of activity for companies in the various social media, recognize the prerequisites for success in social media marketing, analytically accompany the use of social media, and describe forms of organizational design for social media marketing.

Tools of Online Marketing

章节
发表日期：

2025年

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Ralf T. Kreutzer,
Sonja Klose

摘要

In this chapter, readers will acquire the ability to identify the different forms of online tools and their respective objectives, distinguish between push and pull communication in online marketing, understand the dissemination of cross-media campaigns, differentiate between various multi-/omni-channel engagements, evaluate different types of targeting with regard to their suitability for campaigns, explain options for ad delivery, assess various billing models, interpret key performance indicators in online marketing, recognize the importance of the corporate website for a company’s online engagement, consider the relevant requirements when building a corporate website, apply “unspoken user questions” in website design, distinguish between different “anchors of the online presence,” use performance criteria to evaluate a corporate website, confidently employ tools to increase traffic to the corporate website, purposefully use tools for monitoring website performance, recognize the relevance of online PR, confidently use online PR instruments, consider the framework conditions for the use of online PR, recognize the relevance of search engine optimization for a wide range of business models, identify starting points for compelling search engine optimization, align the online content of the corporate website with two key target groups, consider the requirements of voice SEO and voice search, identify “prohibited” search engine optimization measures, apply and interpret various measures for SEO-related website evaluation, describe and use the possibilities of email marketing in a goal-oriented manner, understand the success factors of email marketing, review the effects of email marketing using KPIs, select suitable software for email marketing, recognize the drivers behind the trend toward mobile marketing, derive implications for one’s own business model, identify areas of mobile marketing design, evaluate social media marketing with its opportunities and risks, recognize the possibilities and limitations of social media marketing from a corporate perspective, develop courses of action for integrating social media, distinguish the application possibilities of various social media (including blogs, microblogging, social networks, media sharing platforms, messenger services, social bookmarking, online forums, and online communities), shape areas of activity for companies in the various social media, recognize the prerequisites for success in social media marketing, analytically accompany the use of social media, and describe forms of organizational design for social media marketing.