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Die Facetten der Adresse – Adressen- und Listmanagement

In: Digitales Dialogmarketing

Author

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  • Chris-Markus Geiger

    (Mundt Direkt GmbH Zielgruppenmarketing)

Abstract

Zusammenfassung Der folgende Beitrag stellt die Adresse in den Mittelpunkt. Sie ist im Zielgruppenmarketing das Instrument mit der größten Bedeutung und nimmt daher eine zentrale Stellung ein. Es wird gezeigt, wie aussagekräftig eine Adresse sein kann, wenn sie von Fachleuten qualifiziert und eingesetzt wird. Ein besonderes Augenmerk soll dem Zusammenführen verschiedenster Informationen gelten. Das Wachstum an Kommunikationskanälen und ihre kontinuierliche Veränderung stellen ganz neue Anforderungen an die Unternehmen. Das Zusammenführen der Informationen aus klassischen Analyse-Tools und aus dem verhaltensbasierten Webtracking wird in Zukunft wegweisend sein.

Suggested Citation

  • Chris-Markus Geiger, 2014. "Die Facetten der Adresse – Adressen- und Listmanagement," Springer Books, in: Heinrich Holland (ed.), Digitales Dialogmarketing, edition 127, chapter 10, pages 303-325, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-02541-0_10
    DOI: 10.1007/978-3-658-02541-0_10
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