E-Commerce

B2G – Business-to-Government

B2G – business-to-government

In the course of setting up a business, there is no way around important authorities such as the tax or trade office. But a relationship to the tax returns office need not just be a purely functional one – sometimes, it is possible to enter into a business relationship with these authorities too. This kind of business relationship between companies and authorities is called B2G...

B2B: business-to-business

B2B: business-to-business

B2B – short for business-to-business – is familiar to many sales and marketing professionals. But what exactly does the term mean, and how does a B2B company appeal to potential customers? The changes that digitalization is bringing to business processes is presenting new challenges to companies, and the B2B industry is no exception. In this guide, you will learn how to respond appropriately to...

Multichannel marketing

Everything you need to know about multichannel marketing

Multichannel, crosschannel, omnichannel – there are many terms for the multi-track form of marketing, but they all mean the same thing to a limited extent. This is why the first concept can be described as the evolutionary precursor of the other two. The “multi” in “multichannel strategy” doesn’t include all channels like omnichannel marketing does. These are not necessarily linked, as is the case...

Omnichannel marketing: definition and strategies

What is omnichannel marketing?

The definition of omnichannel marketing sounds simple: customers use multiple channels that enable them to seamlessly purchase a product or use a service. They are then supported by dialogue marketing and encouraged to make further purchases. Omnichannel is the new buzzword and many sales models such as 'click and collect' have long since become part of their customers’ everyday lives. But how...

E-commerce in America: flourish online

How e-commerce conquered America

With online shopping becoming ever more popular and convenient, more and more industries are flourishing in the world of e-commerce. This is partly due to the fact that it’s easier than ever before to build and run a professional web store. But what are most important things to remember when getting into e-commerce? And how can you be successful with little or no experience?

Website accessibility

Web accessibility: reach more people online

Accessible websites remove obstacles: People with disabilities, the elderly, mobile users, or young visitors have different needs and demands when surfing the net. Many website operators have already implemented changes to make their sites more accessible to everyone. It’s not just the user that benefits from accessible web design, however: companies will find their websites rank better in the...

Canvas fingerprinting – online tracking without cookies

Canvas fingerprinting: the cookie successor

For decades now, cookies have been the principle tool used by web analysts to collect user data. These cookies are used to monitor the performance of websites or ads and to optimize pages for customers. But many users have since caught on to this questionable method of data collection and analysis, now deciding to block these investigative text snippets. But a new method of online tracking is on...

Ads.txt

Ads.txt: what’s the function of the file?

Ads.txt is meant to help fight a scam in programmatic buying: the scam of domain spoofing. The underlying concept is as simple as it is efficient: publishers are given more control over who can trade their ad space, and control this via a simple text file. We explain what this file is all about, how you can easily create an ads.txt file yourself, and how you can make sure that it’s working as...

How does real-time advertising work?

The main participants in real-time advertising

Many businesses see banner advertising as one of the least appealing and innovative forms of online advertising, but display advertising has continued to develop in recent years. Thanks to real-time advertising and real-time bidding, a new audience can be reached, which advertisers should take advantage of. All it takes is a few milliseconds for lots of components to come together and display...

Click fraud: how to out fraudulent clicks

How to protect yourself from click fraud

Every year, click fraud costs the advertising industry billions. An increasing amount of advertising operators have to deal with the fact that their ads often don’t reach their intended targets due to artificially generated clicks through the likes of link farms or bot nets that seek to deplete advertising budgets. We take a closer look at the topic of click fraud and show you some counter...


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