Kotler – Essentials of Modern Marketing (ENG)

Von Peter Erni
Oktober 28, 2024
Content Marketing, Digital Marketing, Digitale Transformation, Reception Marketing, Social Media Marketing

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

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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”.

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.

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:

Strategic content marketing: Alignment of content with corporate goals
Owned asset optimization: Efficient use and optimization of existing content
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

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.

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.

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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.

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UNSER CEO & AUTOR:

Peter Erni

CEO Brain & Heart Communication

Peter Erni ist Unternehmer, Geschäftsführer von Brain & Heart Communication, Co-Founder der Julith Group AG und Ideengeber für den contentcatalog.app. Er ist ein langjähriger Experte in den Bereichen strategisches Content Marketing und Social Media Performance Marketing. Er absolvierte das Grundstudium an der HSG und studierte «Neue Medienkunst» an der ZHDK. Seine Masterarbeit schrieb er 2010 zum Thema «Social Media Kommunikation». 2012 arbeitete er bei Mammut als einer der ersten professionellen Social Media Manager der Schweiz. Seit 2016 ist er Partner bei der Boutique Agentur Brain & Heart Communication. Peter unterrichten in seinen Fachgebieten an der HWZ, der ZHAW, BFH und HSLU.

Seine Expertengebiete:

Strategisches Content Marketing & Omnichannel Marketing
Social Media Marketing & Social Media Kommunikation
Reception Marketing & Owned Asset Optimization

MEHR ZU PETER ERNI

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