PORTFOLIO von Michael Dörflinger

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Österreicher trinken besonders häufig und gerne Kaffee am Morgen. Ziele dieser 360° Kampagne mit Schwerpunkt Digital waren unter anderem, die Brand Awareness für Nespresso am Morgen zu steigern, den Absatz für Lungo Grands Crus zu erhöhen und in das Relevant Set von (potentiellen) Kunden zu kommen.

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Nespresso Prodigio ist die erste “connected”-Kaffeemaschine der Welt, die der User über eine App am Smartphone fernsteuern und programmieren kann. Ziel der Kampagne war es, dieses Feature dem User unterhaltsam und interaktiv zu vermitteln. Als Highlight wurde an einem Tag eine Prodigio-Kaffeemaschine im Wiener Einkaufszentrum Gerngross aufgestellt, die die User über eine Sitebar auf der Frontpage von ORF.at ansteuern konnten, um Besuchern des Einkaufszentrums Gerngross gratis einen Nespresso-Kaffee zu spendieren.

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Die Facebook Fanseite von Nespresso Österreich wurde 2016 vom Markt- und Meinungsforschungsinstitut marketagent.com zur Fanseite mit der besten Kundenbetreuung gekürt. Als SPOC (Single Point of Contact) und somit Bindeglied zwischen dem Headquarter und der lokalen Organisation konnte ich zu diesem Erfolg beitragen.

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Gemeinsam mit dem Chief Digital Officer von Performics Österreich, Moritz Huemer, habe ich am Werbeplanung Summit 2016 die perfekte Videostrategie präsentiert. Mit dem programmatischen Buying Tool AOD (Audience on Demand) können Video User gezielt eingekauft werden, welche nicht über klassisches, lineares Fernsehen erreicht wurden.

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Oberstes Ziel ist, den Nutzen der Website & Mobile User zu verstehen, die richtigen Inhalte und transportieren und die Customer & User Journey dadurch zu maximieren. Durch die Analysen von Onsite Behaviour oder Keyword Research können laufende Optimierungen durchgeführt oder gar ganz neue Seiten kreiert werden.

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Im Digital Marketing und speziell Social Media gibt es ständige Innovationen und Erneuerungen. Allen voran der Platzhirsch Facebook ermöglicht ständig neue Posting oder Werbeformate. Um innovativ zu sein, gilt es auch hier, am Zahn der Zeit zu bleiben und neue, erfolgsversprechende Werbmittel zu testen und bei Erfolg langfristig zu implementieren.

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In meiner Masterarbeit beschäftigte ich mich intensiv mit dem Thema Mobile User Experience und analysierte das geänderte Nutzungsverhalten von Desktop zu Tablet Nutzern. Die zusammengefasste Studie wurde in Englisch unter dem Titel Comparing Effectiveness, Efficiency, Ease of Use, Usability and User Experience When Using Tablets and Laptops als Teil des Bands Design, User Experience, and Usability. Theories, Methods, and Tools for Designing the User Experience der HCI International im Springer Verlag veröffentlicht. Die Preview zum Conference Paper ist unter dem nachfolgenden Link ersichtlich.

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Der Aufbau, der Inhalt und die Usability einer Landingpage entscheiden über den Erfolg oder Nicht-Erfolg einer Kampagne. Durch eine Pre-Analyse können die richtigen Keywords gefunden und in den Content im richtigen Ausmaß an den passenden Stellen durch Onsite SEO-Maßnahmen platziert werden. Eine laufende Analyse des User-Verhaltens und ständige Conversion Optimierungen führen zur Steigerung von Leads oder Verkäufen.

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Der Dreiklang aus Keyword-Analyse, einwandfreie Google AdWords Textanzeigen sowie die optimierte Landingpage bildet die perfekte Basis für effiziente Suchmaschinenwerbung und Suchmaschinenoptimierung. Der durchschnittliche CPC kann mit einem hohen Qualitätsfaktor gering gehalten werden und Top-Platzierungen in den ersten 3 Suchergebnissen können erzielt werden. Gelungen ist mir das unter anderem mit konkurrenzstarken Keywords wie “CRM Software” oder “Mobiles CRM”.

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