Prof. Dr. Dominik Große Holtforth teaches business studies and media management at Fresenius University of Applied Sciences in Cologne. He is also head of the e-Commerce department which deals with strategy-related questions, the controlling of key performance indicators as well as competition strategies in online marketing and e-Commerce. Prof. Große Holtforth is co-founder of the e-Commerce agency Warenkorb.com and founder of the online plant shop “Meine Orangerie.” This is how he combines scientific expertise and practical experience.
Contributions by Dominik Große Holtforth:
Having great and relevant content is one of the best ways of creating and improving your online presence.
For many companies, online marketing is built on having great content. If this sounds familiar, you should be checking your content regularly to make sure it’s still up to scratch.
Steve Jobs is always good for a quote - from ‘‘Stay hungry, stay foolish‘‘ to ‘‘Think different‘‘, the broad scale of his business wisdom is no less inspiring.
Web analysis is decisive for online success and is fundamental for data driven marketing. Find out practical tips for choosing your most important KPIs using analytics dashboards.
For the majority of businesses, Social Media Marketing is one of the standard marketing channels and instruments. But just how effective is Social Media Marketing really? The answer to this not-unimportant question depends on who you ask.
The "tipping point of mobile search" was reached in the USA in the fourth quarter of 2014. For the first time, Google registered more queries from mobile than desktop devices.
"More of the same" or "unique content" – this question is becoming increasingly urgent as more and more content is being produced for online channels. The more often content marketing is the starting point and basis for online marketing, the greater the threat of routine and redundancy.
Conversion optimization is one of the biggest challenges facing online shop operators. It’s so much easier to organize and acquire visits to your shop than it is to get those visitors to also order in the shop.
In shop optimization, the conversion rate is usually the central KPI in focus. And it’s true that this key figure strongly influences the success of e-commerce.
Even if low in number, unnecessary returns present a considerable potential for revenue growth in e-commerce. A return is unnecessary when it is based on an avoidable decision error on the part of the customer.
The plethora of key indicators available for e-commerce and online marketing presents a challenge for online marketers and business leaders. Which indicators are important enough to become KPIs?
There are often so many key performance indicators in online marketing and e-commerce that we reach overkill. That’s why it is so important to use KPIs in a way that is really helpful.
Uncertainty is a prevalent problem in content marketing, because it is unclear whether investing in content and content optimization actually leads to the desired result.
To this day, content marketing is one of the most important tools of online marketing. Questioning whether the effort made for content marketing, the investments in online content, and optimization of the latter are economically sensible and have positive effects is therefore as pertinent as ever.
Keyword marketing is one of the most important levers in search engine marketing. It largely entails research and selection of keywords that are appropriate for SEO and SEA. Since this step is usually conducted at an early stage in search engine marketing, the right choice of keywords holds an enormous potential.
Setting an online marketing budget for the different channels is always a great challenge for any online marketer. The dynamic online market and the ever increasing number of competitors make it difficult to choose SEO and SEM investments as main channels.