In digital marketing, “the fear of mistakes is the biggest mistake,” explains Bernhard Guetz, one of the three authors of the book “Quick Guide: Digital Marketing Roadmap” published by Springer Gabler. The marketing expert with a high level of practical expertise wrote the book, which is geared towards the needs of professionals, together with two of his colleagues from the Carinthian University of Applied Sciences, Alexander Schwarz-Musch, master’s director for “Business Development & Management”, and Alexander Tauchhammer, who works with Dr. Oetker started digital marketing from Villach worldwide.
“Now, at the latest, individual companies also have to consider how they can offer their products digitally,” says Guetz. However, many still find it difficult to combine the two worlds, digital and analog marketing. “It’s a master plan, which we create with the Digital Marketing Roadmap,” explains Schwarz-Musch. The constant measurability of digital marketing measures is an advantage. “In digital marketing you get feedback quickly,” says FH Professor Schwarz-Musch. You don’t need a specialized marketing department for this.
“Someone to Take Care of”
“But someone who cares. It doesn’t work without know-how, clear responsibilities and objectives.” He doesn’t know of any industry that can’t use digital marketing. Knowing your target audience is important. Only after doing this strategic task can you use your money properly. It’s helpful to offer digital problem solutions for your customers, such as how-to instructions or how-to instructions. “Anyone who is able to inspire their customers with content is going to end up on their radar,” Schwarz-Musch explains.
While many people are already confident in digital worlds, marketing often lags behind. “Consumers have adapted quickly, marketing is not where the customers are yet,” says Schwarz-Musch. Anyone who thinks only of Facebook & Co. when it comes to digital marketing narrows the perspective. “Digital marketing is diverse, it’s not just about social media as so-called touchpoints, but also about websites and search engines to draw attention to themselves,” explains Guetz.
The trio’s first book has been on the market since the summer and the feedback on the balanced combination of practice and theory has been very positive.
