In the series The inside story x 3, 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 Turtschan2018-08-09 10:50:472018-08-09 10:51:20The inside story x 3: eSports: Entertainment giants instead of entertainment for nerds
TV (ATV) promises to increase campaign impact by supplementing high-reach TV advertisements with targeted, controllable advertising media. However, the test campaign period is now at an end. ATV will experience a significant growth spurt in 2018, making it possible to cover ranges, which will enable ATV to play an important role in campaign planning for certain target groups. A smart moving image strategy will harness the capabilities of Addressable TV, which include programmatic control and TV retargeting. And the next stage of development is already on the starting blocks, with the HbbTV 2.0 television standard set to drastically transform television as an advertising medium.
https://serviceplan.blog/sp-content/uploads/2018/08/remote-control-932273_1920_Neu.jpg8841908Andrea Malgarahttps://serviceplan.blog/sp-content/uploads/2016/03/logo_serviceplan.pngAndrea Malgara2018-08-08 15:47:362018-08-13 13:44:32Addressable TV, the new hyper-effective medium - but does it actually work?
Increasing competition, escalating advertising costs and rapidly growing product categories are confronting marketing managers in major growth markets with the challenge to design the best brand architecture. Depending on the choice, it can help a company grow in the fastest and most profitable way. First, it is important to analyze the circumstances in the target market and the brand status of your own company in this market. A company must then select the strategy that suits it best. If the company brand, usually the company name, already has a high degree of recognition and a high reputation or a larger country of origin bonus, it makes sense to take full advantage of this value.
https://serviceplan.blog/sp-content/uploads/2018/04/emerging_markets_internationalisierung_spblog.jpg10241024Florian Hallerhttps://serviceplan.blog/sp-content/uploads/2016/03/logo_serviceplan.pngFlorian Haller2018-08-07 09:04:122018-08-07 09:04:29"Branded House" or "House of Brands": The role of the corporate brand in international brand building
At last, summer is here. But artificial intelligence doesn’t take summer off, so it can be the ideal babysitter in the car, especially when stuck in a traffic jam. That is, as long as the language assistant actually has something to say. That’s what our SEO News for the month of August is all about. And of course, we can’t avoid the notorious silly-season monster.
https://serviceplan.blog/sp-content/uploads/2018/03/2.jpg17282426Stephan Kopphttps://serviceplan.blog/sp-content/uploads/2016/03/logo_serviceplan.pngStephan Kopp2018-08-06 08:44:042018-08-06 08:44:28The most relevant SEO News for August 2018
In recent years, offering very different product categories under one brand umbrella has become increasingly popular. Xerox expanded its core brand from copiers to computers. General Electric also sells financial services. We can book rooms in luxury Versace hotels, or surf the Internet with Ferrari notebooks. We can even wear shoes or watches from Caterpillar, Porsche or Jeep.
https://serviceplan.blog/sp-content/uploads/2018/04/emerging_markets_internationalisierung_spblog.jpg10241024Florian Hallerhttps://serviceplan.blog/sp-content/uploads/2016/03/logo_serviceplan.pngFlorian Haller2018-07-31 09:34:582018-07-31 09:35:39Horizontal brand stretching: Using the brand image for other product categories
In order to increase sales, many international companies are building up a differentiated brand portfolio in the major growth markets, consisting of a brand for the upper market and separate brands for medium and lower segments. This strategy, which is based on many brands, is mainly found in the consumer goods sector and has proven to be very effective if properly implemented. In countries such as China, where regulations often require joint ventures in the development of domestic brands, companies are occasionally forced to develop additional brands for political reasons.
https://serviceplan.blog/sp-content/uploads/2018/04/emerging_markets_internationalisierung_spblog.jpg10241024Florian Hallerhttps://serviceplan.blog/sp-content/uploads/2016/03/logo_serviceplan.pngFlorian Haller2018-07-24 09:01:412018-07-24 09:02:25Exploiting the full potential: Separate brands for separate markets
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
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 inside story x 3: eSports: Entertainment giants instead of entertainment for nerds
Plan.NetIn the series The inside story x 3, 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?
Addressable TV, the new hyper-effective medium – but does it actually work?
MediaplusTV (ATV) promises to increase campaign impact by supplementing high-reach TV advertisements with targeted, controllable advertising media. However, the test campaign period is now at an end. ATV will experience a significant growth spurt in 2018, making it possible to cover ranges, which will enable ATV to play an important role in campaign planning for certain target groups. A smart moving image strategy will harness the capabilities of Addressable TV, which include programmatic control and TV retargeting. And the next stage of development is already on the starting blocks, with the HbbTV 2.0 television standard set to drastically transform television as an advertising medium.
“Branded House” or “House of Brands”: The role of the corporate brand in international brand building
GroupIncreasing competition, escalating advertising costs and rapidly growing product categories are confronting marketing managers in major growth markets with the challenge to design the best brand architecture. Depending on the choice, it can help a company grow in the fastest and most profitable way. First, it is important to analyze the circumstances in the target market and the brand status of your own company in this market. A company must then select the strategy that suits it best. If the company brand, usually the company name, already has a high degree of recognition and a high reputation or a larger country of origin bonus, it makes sense to take full advantage of this value.
The most relevant SEO News for August 2018
Plan.NetAt last, summer is here. But artificial intelligence doesn’t take summer off, so it can be the ideal babysitter in the car, especially when stuck in a traffic jam. That is, as long as the language assistant actually has something to say. That’s what our SEO News for the month of August is all about. And of course, we can’t avoid the notorious silly-season monster.
Horizontal brand stretching: Using the brand image for other product categories
GroupIn recent years, offering very different product categories under one brand umbrella has become increasingly popular. Xerox expanded its core brand from copiers to computers. General Electric also sells financial services. We can book rooms in luxury Versace hotels, or surf the Internet with Ferrari notebooks. We can even wear shoes or watches from Caterpillar, Porsche or Jeep.
Exploiting the full potential: Separate brands for separate markets
GroupIn order to increase sales, many international companies are building up a differentiated brand portfolio in the major growth markets, consisting of a brand for the upper market and separate brands for medium and lower segments. This strategy, which is based on many brands, is mainly found in the consumer goods sector and has proven to be very effective if properly implemented. In countries such as China, where regulations often require joint ventures in the development of domestic brands, companies are occasionally forced to develop additional brands for political reasons.
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.
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.