You have created award-worthy advertising and invested heavily in media – and then your customer gets stuck on an incompetent hotline for over half an hour. You have sent out a perfectly personalised e-mail newsletter – but unfortunately your customer is redirected to a general category page of your online shop when they click on it. You start a limited sales promotion, but even weeks after it’s ended the retargeting banners follow your users everywhere. Marketing is a bit like dating: sometimes it’s the small things that can ruin a good first impression.
Business in growth markets has become increasingly important for multinational companies over the past decade. However, many companies are focusing too much on the premium segment when expanding into new markets, neglecting the large mid-market segment. Western managers like to underestimate how much purchasing power there is between the top ten percent of the population, the “super-consumers”, and the lower-income consumers in rural areas of the respective hinterland.
https://serviceplan.blog/sp-content/uploads/2018/04/emerging_markets_internationalisierung_spblog.jpg10241024Florian Hallerhttps://serviceplan.blog/sp-content/uploads/2016/03/logo_serviceplan.pngFlorian Haller2018-07-17 13:31:532018-07-17 13:33:26How vertical brand stretching opens up further income groups
Summer is finally here and the nights are long, which gives us plenty of time to think about the fundamental questions of life. That’s why the July issue of SEO News examines not just the forthcoming Google updates, but also the cognition game show and the future pecking order on our planet.
https://serviceplan.blog/sp-content/uploads/2018/03/2.jpg17282426Stephan Kopphttps://serviceplan.blog/sp-content/uploads/2016/03/logo_serviceplan.pngStephan Kopp2018-07-13 09:43:472018-07-13 09:44:04The most relevant SEO News for July 2018
We’re calling it the Serviceplan Group Middle East Diary: Every week, one of our team members will be sharing what’s currently going on in her or his life at Serviceplan Middle East.
The major growth markets are more like continents than individual countries. Hundreds of languages, regional traditions, tastes and customs make them a huge conglomerate of markets. A “one size fits all” approach is doomed to fail here. However, it makes much more sense and is strategically more appropriate to concentrate on important regional areas or city clusters as a brand in order to find a starting point for the best growth opportunities. The leading cities are only one possible destination. Rapidly growing centers in the “hinterland” are another promising option within the framework of the cluster strategy.
https://serviceplan.blog/sp-content/uploads/2018/04/emerging_markets_internationalisierung_spblog.jpg10241024Florian Hallerhttps://serviceplan.blog/sp-content/uploads/2016/03/logo_serviceplan.pngFlorian Haller2018-07-10 09:00:542018-07-10 09:09:26Shortcut into high-speed markets: The acquisition and revitalization of local brands
The major growth markets are more like continents than individual countries. Hundreds of languages, regional traditions, tastes and customs make them a huge conglomerate of markets. A “one size fits all” approach is doomed to fail here. However, it makes much more sense and is strategically more appropriate to concentrate on important regional areas or city clusters as a brand in order to find a starting point for the best growth opportunities. The leading cities are only one possible destination. Rapidly growing centers in the “hinterland” are another promising option within the framework of the cluster strategy.
https://serviceplan.blog/sp-content/uploads/2018/04/emerging_markets_internationalisierung_spblog.jpg10241024Florian Hallerhttps://serviceplan.blog/sp-content/uploads/2016/03/logo_serviceplan.pngFlorian Haller2018-07-03 09:18:212018-07-03 09:18:32Why geography matters in brand building: Expansion by regions and city clusters
Times are changing, and so are technologies, markets and customers. By now, everybody has realized that in the big lottery called “digitalization”, some have a lot to gain, some have a lot to lose and we all have a lot to learn. In this context, a swath of new management tools and techniques touted as “agile” and “lean” have taken middle management by storm. One of these shiny, new Silicon Valley tools is the MVP or Minimum Viable Product.
https://serviceplan.blog/sp-content/uploads/2018/06/rawpixel-252130-unsplash.jpg38965837Mario Wimmerhttps://serviceplan.blog/sp-content/uploads/2016/03/logo_serviceplan.pngMario Wimmer2018-06-26 18:21:132018-06-26 18:21:37Minimum viable products for the new, the advanced and the disenchanted
The dynamics in major growth markets can hardly be surpassed. Many things change at the same time. International brands and new local champions battle it out for market share. Entire development leaps in electronics, cars and Fintech turn markets upside down. Moreover, there are consumers who learn quickly, who are not really loyal and feel confident enough to try out lesser-known brands at an early stage. This makes customer loyalty a problem. Traditional brand loyalty campaigns often fail in the major emerging markets. This is also due to the fact that consumers climb up the premium ladder quickly. They are constantly raising their expectations and want to showcase their new status.
https://serviceplan.blog/sp-content/uploads/2018/04/emerging_markets_internationalisierung_spblog.jpg10241024Florian Hallerhttps://serviceplan.blog/sp-content/uploads/2016/03/logo_serviceplan.pngFlorian Haller2018-06-26 15:32:552018-06-26 15:33:15Catching the second wave: Customer loyalty as a special challenge
In the The inside story x 3 series, experts from the Plan.Net group regularly explain a current topic from the digital world from different perspectives. What does it mean for granny, and for an agency colleague? And what does the customer – in other words, a company – get out of it?
https://serviceplan.blog/sp-content/uploads/2018/06/Alex-Turtschan_3malaufgeschlaut-e1529916085351.jpg6421592Alexander Turtschanhttps://serviceplan.blog/sp-content/uploads/2016/03/logo_serviceplan.pngAlexander Turtschan2018-06-25 10:49:302018-06-25 10:50:12The inside story x 3: What can blockchain do for us?
Neben dem Superbowl ist die FIFA Fußball-Weltmeisterschaft eines der weltweit größten kommerzialisierten Sportevents. Angesichts der immensen Sponsoring-Ausgaben untersuchte FACIT Research im Vorfeld des Wettbewerbs in einer bevölkerungsrepräsentativ quotierten Online-Studie die Wirkung der offiziellen Sponsoren im Vergleich zu Ambushern bzw. Wettbewerbsmarken (Nicht-Sponsoren).
https://serviceplan.blog/sp-content/uploads/2018/06/fauzan-saari-551185-unsplash-1.jpg33766000Kerstin Niederauer-Kopfhttps://serviceplan.blog/sp-content/uploads/2016/03/logo_serviceplan.pngKerstin Niederauer-Kopf2018-06-21 09:48:262018-06-25 12:48:10Who will become the 2018 sponsorship world champion? - Part 1 German Sponsoring Index (DSI)
Customer Experience First
Plan.NetYou have created award-worthy advertising and invested heavily in media – and then your customer gets stuck on an incompetent hotline for over half an hour. You have sent out a perfectly personalised e-mail newsletter – but unfortunately your customer is redirected to a general category page of your online shop when they click on it. You start a limited sales promotion, but even weeks after it’s ended the retargeting banners follow your users everywhere. Marketing is a bit like dating: sometimes it’s the small things that can ruin a good first impression.
How vertical brand stretching opens up further income groups
GroupBusiness in growth markets has become increasingly important for multinational companies over the past decade. However, many companies are focusing too much on the premium segment when expanding into new markets, neglecting the large mid-market segment. Western managers like to underestimate how much purchasing power there is between the top ten percent of the population, the “super-consumers”, and the lower-income consumers in rural areas of the respective hinterland.
The most relevant SEO News for July 2018
Plan.NetSummer is finally here and the nights are long, which gives us plenty of time to think about the fundamental questions of life. That’s why the July issue of SEO News examines not just the forthcoming Google updates, but also the cognition game show and the future pecking order on our planet.
Serviceplan Group Middle East Diary
GroupWe’re calling it the Serviceplan Group Middle East Diary: Every week, one of our team members will be sharing what’s currently going on in her or his life at Serviceplan Middle East.
Shortcut into high-speed markets: The acquisition and revitalization of local brands
GroupThe major growth markets are more like continents than individual countries. Hundreds of languages, regional traditions, tastes and customs make them a huge conglomerate of markets. A “one size fits all” approach is doomed to fail here. However, it makes much more sense and is strategically more appropriate to concentrate on important regional areas or city clusters as a brand in order to find a starting point for the best growth opportunities. The leading cities are only one possible destination. Rapidly growing centers in the “hinterland” are another promising option within the framework of the cluster strategy.
Why geography matters in brand building: Expansion by regions and city clusters
GroupThe major growth markets are more like continents than individual countries. Hundreds of languages, regional traditions, tastes and customs make them a huge conglomerate of markets. A “one size fits all” approach is doomed to fail here. However, it makes much more sense and is strategically more appropriate to concentrate on important regional areas or city clusters as a brand in order to find a starting point for the best growth opportunities. The leading cities are only one possible destination. Rapidly growing centers in the “hinterland” are another promising option within the framework of the cluster strategy.
Minimum viable products for the new, the advanced and the disenchanted
Plan.NetTimes are changing, and so are technologies, markets and customers. By now, everybody has realized that in the big lottery called “digitalization”, some have a lot to gain, some have a lot to lose and we all have a lot to learn. In this context, a swath of new management tools and techniques touted as “agile” and “lean” have taken middle management by storm. One of these shiny, new Silicon Valley tools is the MVP or Minimum Viable Product.
Catching the second wave: Customer loyalty as a special challenge
GroupThe dynamics in major growth markets can hardly be surpassed. Many things change at the same time. International brands and new local champions battle it out for market share. Entire development leaps in electronics, cars and Fintech turn markets upside down. Moreover, there are consumers who learn quickly, who are not really loyal and feel confident enough to try out lesser-known brands at an early stage. This makes customer loyalty a problem. Traditional brand loyalty campaigns often fail in the major emerging markets. This is also due to the fact that consumers climb up the premium ladder quickly. They are constantly raising their expectations and want to showcase their new status.
The inside story x 3: What can blockchain do for us?
Plan.NetIn the The inside story x 3 series, experts from the Plan.Net group regularly explain a current topic from the digital world from different perspectives. What does it mean for granny, and for an agency colleague? And what does the customer – in other words, a company – get out of it?
Who will become the 2018 sponsorship world champion? – Part 1 German Sponsoring Index (DSI)
FacitNeben dem Superbowl ist die FIFA Fußball-Weltmeisterschaft eines der weltweit größten kommerzialisierten Sportevents. Angesichts der immensen Sponsoring-Ausgaben untersuchte FACIT Research im Vorfeld des Wettbewerbs in einer bevölkerungsrepräsentativ quotierten Online-Studie die Wirkung der offiziellen Sponsoren im Vergleich zu Ambushern bzw. Wettbewerbsmarken (Nicht-Sponsoren).