Online Marketing Concept for Binkert Medien AG
Specialist publishers are forced to react to the immensely increasing online offerings, which make their print revenues decrease tremendously. New solutions have to be carried out in order to survive in this business and successfully entering the online publication business seems to unavoidable.
Schelling Martin & Manalo Louie & Bachmann Marcel, 2012
Projektarbeit/Praxisprojekt, Binkert Medien AG
Betreuende Dozierende: André Niedermann
Keywords: Marketing, Online Marketing, Publishing Company,
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The Binkert Medien AG is facing decreasing print revenues due to the rapidly increasing online publications and the steadily aging current customer base. Therefore, new and younger customers have to be gained by implementing new online features and tools that help expanding the online presence. With these new online features and tools the attractiveness, the online traffic and the number of returning customers will hopefully be increased.
1. Literature and past studies have been reviewed to find out more about the most important web-tools.
2. Case studies of publishing firms that have successfully implemented these tools on their website have been searched.
3. Telephone interviews with current magazine readers and advertising companies (producers) have been conducted.
4. The 5 different magazines websites of the Binkert Medien AG have been analysed with Google Analytics to see patterns of current customers, their online behaviour and preferences.
By creating interesting and attractive content through the recommended online features and tools customers will be satisfied and willing to return to the webpage. With the return of these current and new customers more web traffic will be created. More web traffic means more revenue through advertisements because producers will see the value of advertising on the webpages. Through the new online audience and the implemented sharing functions a network (community) can be built up, which means that over time new customers will gained additionally to the current ones.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation
Art der Arbeit
Binkert Medien AG, Laufenburg, AG
Autorinnen und Autoren
Schelling Martin & Manalo Louie & Bachmann Marcel
Sprache der Arbeit
Business Administration International Management (Bachelor)
Marketing, Online Marketing, Publishing Company,