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Mobile Experience

In: Mobile Marketing neu gedacht

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  • Nils-C. Huber

Abstract

Zusammenfassung Dieses Kapitel behandelt die Fragen, wie, wo und wann Marketers gefordert sind, die Erfahrungswelten ihrer Kundinnen und Kunden bzw. Konsumentinnen und Konsumenten aktiv und bewusst zu gestalten. Setzen Sie sich damit auseinander, was – vielleicht neben einem überbordend kreativen Ego – sich sonst noch so zwischen Sie und Experience Excellence stellen kann. Spätestens nach der Lektüre dieses Buchkapitels streben Sie nicht mehr danach, Omni-Channel zu praktizieren – Sie wollen Omni-Channel sein. Um das zu erreichen, werden Sie Ihre wahren Gestaltungsintentionen verstehen und Design als etwas begreifen, das weit über Form- und Gestaltgebung hinausgeht. Sie lernen Design Thinking neuer und radikaler kennen und stellen den stereotypen Umgang mit Designartefakten wie der Persona oder der Customer Journey infrage.

Suggested Citation

  • Nils-C. Huber, 2025. "Mobile Experience," Springer Books, in: Mobile Marketing neu gedacht, chapter 0, pages 131-210, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-48348-7_2
    DOI: 10.1007/978-3-658-48348-7_2
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