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Step 2: Concept Development

In: Quick Guide Digital Marketing Roadmap

Author

Listed:
  • Alexander Schwarz-Musch

    (Fachhochschule Kärnten Villach)

  • Alexander Tauchhammer

    (Fachhochschule Kärnten Villach)

  • Bernhard Guetz

    (Fachhochschule Kärnten Villach)

Abstract

Concept development is characterized by the selection of touchpoints and the definition of measures and content. When selecting touchpoints, it is important to choose those that appear relevant to your customers or potential customers. From an internal company perspective, it is also important to select touchpoints that can be effectively managed with the available resources and are compatible with both the company structure and the business environment.

Suggested Citation

  • Alexander Schwarz-Musch & Alexander Tauchhammer & Bernhard Guetz, 2026. "Step 2: Concept Development," Springer Books, in: Quick Guide Digital Marketing Roadmap, chapter 0, pages 41-66, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-50823-4_3
    DOI: 10.1007/978-3-658-50823-4_3
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