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User Experience Testing vs. Marketing Experts – Can Empirical Research Beat Practical Knowledge in Dialog Marketing?

  • To reach customers by dialog marketing campaigns is more and more difficult. This is a common problem of companies and marketing agencies worldwide: information overload, multi-channel-communication and a confusing variety of offers make it hard to gain the attention of the target group. The contribution of this paper is four-fold: we provide an overview of the current state of print dialogTo reach customers by dialog marketing campaigns is more and more difficult. This is a common problem of companies and marketing agencies worldwide: information overload, multi-channel-communication and a confusing variety of offers make it hard to gain the attention of the target group. The contribution of this paper is four-fold: we provide an overview of the current state of print dialog marketing activities and trends (I). Based on this corpus we identify the main key performance indicators of dialog marketing customer interaction (II). A qualitative user experience study identifies the customer wishes and needs, focusing on lottery offers for senior citizens (III). Finally, we evaluate the success of two different dialog marketing campaigns with 20,000 clients and compare the key performance indicators of the original hands-on experience-based print mailings with user experience tested and optimized mailings (IV).show moreshow less

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Metadaten
Document Type:Conference Proceeding
Conference Type:Konferenzartikel
Zitierlink: https://opus.hs-offenburg.de/4460
Bibliografische Angaben
Title (English):User Experience Testing vs. Marketing Experts – Can Empirical Research Beat Practical Knowledge in Dialog Marketing?
Conference:7th International Conference (HCIBGO 2020), Held as Part of the 22nd HCI International Conference (HCII 2020), Copenhagen, Denmark, July 19-24, 2020
Author:Christina MiclauStaff MemberGND, Barbara Wörz, Laura Heiland, Dennis Hess, Beatrice WeberORCiD, Alice Emmler, Hans-Peter Saar, Jonas Belke, Niklas Hose, Oxana Ernst, Andrea MüllerStaff MemberGND
Year of Publication:2020
Place of publication:Cham
Publisher:Springer Nature
Page Number:18
First Page:426
Last Page:444
Parent Title (English):HCI in Business, Government and Organizations
Editor:Fiona Fui-Hoon Nah, Keng Siau
Volume:LNCS 12204
ISBN:978-3-030-50340-6 (Print)
ISBN:978-3-030-50341-3 (Online)
ISSN:0302-9743 (Print)
ISSN:1611-3349 (Online)
DOI:https://doi.org/10.1007/978-3-030-50341-3_33
Language:English
Inhaltliche Informationen
Institutes:Fakultät Wirtschaft (W)
Institutes:Bibliografie
Formale Angaben
Open Access: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt