Marketing on Web 2.0

Catching customers on the Web

Photo: www.natur-fotograf.ch

Fig. 1 Catching a growing number of customers on Web 2.0. (www.zahndmartin.ch).

Photo: www.natur-fotograf.ch

Diverse Web-Auftritte der Fertigteilbranche, Collage: Behaneck

Fig. 2 The „business card“ on the Internet complements conventional marketing activities in an ideal way.

Diverse Web-Auftritte der Fertigteilbranche, Collage: Behaneck

Quelle: www.bft-international.com

Fig. 3 Banner ads on special interest portals according to the target group can attain a very high perception.

Quelle: www.bft-international.com

Quelle: Behaneck

Fig. 4 When e-mailing, it has to be considered that just a few lines will pass the „message“.

Quelle: Behaneck

Quelle: Weckenmann

Fig. 5 Newsletters are an ideal tool for customer information on a regular basis as well as for customer retention.

Quelle: Weckenmann

Quelle: Pressebox

Fig. 6 It is possible to distribute press releases through the own web site, as a circular e-mail to the press or through press portals.

Quelle: Pressebox

Quelle: Google

Fig. 7 Sponsored link placements are highly coveted for the
common terms on all aspects of the topic concrete.

Quelle: Google

Quelle: Xing

Fig. 8 Expert knowledge and competence are highly regarded and are rewarded with contact requests and recommendations.

Quelle: Xing

Quelle: Twitter/concrete

Fig. 9 Via Tweets interest groups are kept informed (and kept interested).

Quelle: Twitter/concrete

Quelle: Youtube/Rekers

Fig. 10 Video clips are still used much too rarely for company presentations and the acquisition of customers.

Quelle: Youtube/Rekers

Facebook/Innovationsplattform Betonbauteile Süd

Fig. 11 Anyone who presents himself attractively on Web 2.0 is able to increase the number of business contacts.

Facebook/Innovationsplattform Betonbauteile Süd

The proportion of regular internet users is increasing every year amounting to 38-97 percent at present depend-
ing on the user‘s age [1]. Therefore, a growing number of companies is shifting their advertising activities to online media. Which are the possibilities of online marketing in the age of Web 2.0?

In this country, 70 percent of the population has Internet access. Every German citizen spends 100 minutes on average on the Internet - with tendency to rise [2]. 30 million Germans are members of at least one Internet community, with after all about 10 percent interested in establishing and maintaining professional contacts as well. Meanwhile, in particular, young people spend more time online than watching TV. For them, the Web is the medium number 1 – well ahead of radio, television or newspapers. People are also looking for services more and more on the worldwide data network: already...