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).…
Document Type: | Conference Proceeding |
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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 MiclauGND, 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): | Urheberrechtlich geschützt |