Quick Guide Digital Marketing Roadmap

Alexander Schwarz-Musch, PhD, is Professor of Marketing and Market Research as well as Program Director of the Master’s program in Business Development & Management at Carinthia University of Applied Sciences.Alexander Tauchhammer, MA, built up global digital marketing at Dr. Oetker. Since 2020, he has held the endowed professorship for “Digital Transformation Management” at Carinthia University of Applied Sciences.Bernhard Guetz, PhD, is Professor of Digital Marketing & Sales as well as Program Director of the Bachelor’s program in Digital Marketing & Sales at Carinthia University of Applied Sciences.

• Re!think Marketing: New opportunities require new thinking.- Roadmap Step 1 – Analysis and Goals: Buyer Personas, Relevant Touchpoints, Development of the Customer Journey, Definition of the Sales Funnel.- Roadmap Step 2 – Concept Development: Selection of Touchpoints, Definition of Actions and Content.- Roadmap Step 3 – Success Measurement and Optimization: Common KPIs, Measurement Tools, and Possible Improvement Approaches.- Best Case Dr. Oetker Austria.