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- Bachelor Thesis (2)
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- 2015 (2)
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- Online-Marketing , Werbesprache , Content Management (2) (remove)
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Im Rahmen der vorliegenden Arbeit wird ein Überblick über das Content Marketing als aktuelle und erfolgreiche Methodik im Online-Auftritt gegeben. Anhand des Fallbeispieles der Marketing-Kampagne des Team Alvimedica im Segelsport wird gezeigt, dass der strategische Ansatz zu signifikanten Erfolgen führt und die
Wahrnehmung von Marken und Unternehmen nachhaltig steigern kann. Als vornehmlich deskriptive Arbeit behandelt die vorliegende Ausführung die Thematik bewusst oberflächlich um die Inhalte und Zusammenhänge des Content Marketings in seiner Gesamtheit anschaulich darzustellen.
The hereby presented research project investigates the capabilities as well as the limits of enhancements in display advertising for news webpages. The inherent purpose thereby is to identify its potential for optimization with respect to the revenue structure of single display banners. Eight hypotheses have been tested. For example, banners had been clicked more often if they were placed on top of the page, if they were amidst the content or if they attracted special attention in terms of design. In the following step, some sections of the page were defined for a test run. They had been selected according to the frequency of access of each visitor when he/she opened the page for the first time. A new test webpage has then been created on the basis the original site,
completed with additional banners. In the test phase, some visitors had been transferred to the newly created page. The result of the study indicates a considerable potential for optimization, creating the starting point for further development.