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Kotler – Essentials of Modern Marketing (ENG)

Peter Erni publishes case study on reception marketing in the book “Essentials of Modern Marketing” by Prof. Philip Kotler

Discover how Brain & Heart Communication is revolutionizing the performance of paid online campaigns for Swiss Mountain Aid with innovative Digital Reception Marketing and turning Philip Kotler’s vision into reality.

At a time when digital marketing is once again changing rapidly, Brain & Heart Communication has put a forward-looking approach into practice with Digital Reception Marketing. The case study published in Prof. Philip Kotler’s book shows how the agency significantly improved the performance of paid online campaigns and set new standards – in line with Prof. Philip Kotler’s “Marketing 5.0”.

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Kotler Essentials of Modern Marketing ENG

The emerging marketing disruption “Reception Marketing”

Due to today’s possibilities with big data, algorithms and AI, it is no longer enough to create and distribute marketing content to the best of your knowledge and belief and then hope that it reaches the right target group. This is exactly where reception marketing comes in as a new approach.

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Digitales Rezeptionsmarketing: Der Game-Changer

Brain & Heart Communication recognized this challenge and further developed the innovative approach of digital reception marketing with a focus on pull marketing and websites as content hubs. B&H’s enhanced approach combines:

  1. Strategic content marketing: Alignment of content with corporate goals
  2. Owned asset optimization: Efficient use and optimization of existing content
  3. Data-driven push marketing: use of big data and AI for targeted campaigns

By implementing this strategy, Brain & Heart Communication has been able to help Schweizer Berghilfe:

  • Reduce campaign creation effort by over 50%
  • Increase the efficiency of awareness ads tenfold
  • Drastically lower traffic generation costs
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VERZE

The “Content Catalog” software: the heart of success

The Swiss Martech software “Content Catalog” was central to the success. This innovative tool enables:

  • Efficient scraping and preparation of website content
  • Automatic enrichment of content with relevant metadata
  • Seamless integration with social media platforms such as Meta

The software forms the foundation for a sustainable, data-supported ads strategy that makes optimum use of big data, social media algorithms and the advantages of AI.

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VERZE

The future of digital marketing

Digital reception marketing, supported by innovative tools such as the “Content Catalog” software, represents the future of successful online campaigns. It enables you to deliver your marketing messages to your target groups more precisely, efficiently and cost-effectively.

To learn more about this revolutionary approach, download our detailed case study. And for a deeper understanding of the fundamentals of modern marketing, we recommend Philip Kotler’s groundbreaking book “Marketing 5.0: Technology for Humanity”. Discover how you can put the principles of Kotler’s Marketing 5.0 into practice and take your marketing strategies to the next level.

Book Cover - Essentials of Modern Marketing - Philip Kotler - Kotler Impact

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And for a deeper understanding of the fundamentals of modern marketing, we recommend Philip Kotler’s groundbreaking book Marketing 5.0: Technology for Humanity. Discover how to apply the principles of Kotler’s Marketing 5.0 in practice and take your marketing strategies to the next level.

PR Material & weitere Quellen

PR Material:

Peter Erni
Unser Autor: 

Peter Erni

CIO und Senior Partner Brain & Heart Communication, CPO VERZE
Peter Erni ist Unternehmer und Digital Marketing Thought Leader. Er arbeitet seit über 20 Jahren an der Schnittstelle von Kommunikation, Kreation und Technologie und befasst sich mit der Frage, wie digitales Marketing so aufgebaut werden kann, dass es messbar wirkt, skalierbar ist und von Algorithmen sowie AI-Systemen sinnvoll genutzt werden kann. Er unterrichtet an der HWZ, ZHAW, BFH und HSLU und begleitet mit seiner Begeisterung für strukturierte Marketingdaten, Automatisierung und AI-gestützte Kommunikation eine neue Generation von Marketers.
Seine Expertengebiete:
  • Strategisches Content Marketing & Digital Omnichannel Marketing
  • Social Media Performance Marketing & AI-basierte Werbemittelproduktion und -distribution
  • Reception Marketing & Owned Asset Optimization
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