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Digitaler Boost im Emmi-Ski-Sponsoring

Author

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  • Mühlheim, Pascal
  • Härtlein, Marcel

Abstract

Für Emmi bedeutet Sponsoring weit mehr als Logopräsenz bei ausgewählten Events. Die Sponsorings, welche vorwiegend auf den alpinen Skisport fokussiert sind, werden mithilfe von datengestützter Kommunikation verlängert und spezifische Markenerlebnisse für (potenzielle) Konsumenten über mehrere Touchpoints geschaffen. Technologischer Kern und Motor ist dabei die SAP Marketing Cloud, eine Multichannel-Marketing-Plattform. Damit verwaltet Emmi die gesammelten Konsumentendaten, um auf Basis von Zielgruppen-segmentierungen und exakten Konsumentenprofilen zielgenaue Sponsoring-Botschaften an die Empfänger ausspielen zu können.

Suggested Citation

  • Mühlheim, Pascal & Härtlein, Marcel, 2019. "Digitaler Boost im Emmi-Ski-Sponsoring," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 36(6), pages 24-32.
    • Handle: RePEc:zbw:hsgmrs:276063
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