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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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Author:Christina Miclau, Barbara Wörz, Laura Heiland, Dennis Hess, Beatrice Weber, Alice Emmler, Hans-Peter Saar, Jonas Belke, Niklas Hose, Oxana Ernst, Andrea MüllerGND
Editor:Fiona Fui-Hoon Nah, Keng Siau
Publisher:Springer Nature
Place of publication:Cham
Year of Publication:2020
Pagenumber:18
ISBN:978-3-030-50340-6 (Print)
ISBN:978-3-030-50341-3 (Online)
Language:English
Parent Title (English):HCI in Business, Government and Organizations
Volume:LNCS 12204
ISSN:0302-9743 (Print)
ISSN:1611-3349 (Online)
First Page:426
Last Page:444
Document Type:Conference Proceeding
Institutes:Bibliografie
Open Access:Zugriffsbeschränkt
Release Date:2021/01/08
Licence (German):License LogoEs gilt das UrhG
Note:
Proceedings of the 7th International Conference, HCIBGO 2020, Held as Part of the 22nd HCI International Conference, HCII 2020, Copenhagen, Denmark, July 19–24, 2020.
DOI:https://doi.org/10.1007/978-3-030-50341-3_33