Successful marketing communication

Aligning communication with the target group

• Trends in marketing communication.
• Segment (potential) customers and address them in a targeted manner.
• Differences B2B/B2C.
• Media usage behavior of the target groups.
• AI-supported creation of personas. 

Developing the right communication strategy

• Goals, possible contents of strategic product/corporate communication.
• Using AI to personalize content for target groups.
• Which communication strategy suits my company?
• Positioning and differentiation from competitors.

Instruments of modern marketing communication B2B/B2C and practical implementation

• Advertising, PR/public relations.
• Direct marketing.
• Sales Promotion.
• Sponsoring.
• Product placement.
• marketing marketing.
• Trade fairs.
• Guerrilla marketing.
• Viral marketing.
• Online-Marketing and trends.
• Social Community Communication.
• What is meant by the respective instruments?
• When do I use what?
• What do I have to pay attention to when designing?
• Effect of the instruments.

Putting together the optimal communication mix

• AI - as a booster for conception, idea generation and campaign implementation.
• Planning of cross-media campaigns.
• Possible uses of AI to create an optimal communication mix.
• Intermedia and intramedia selection - criteria for optimal media selection with the involvement of AI, coordination of instruments. 
• Establishing communication as an introduction to sales promotion.
• Discover cost traps.

Excursus: Campaign controlling

• Definition of key figures.
• Implementation of performance reviews.

Excursus: Working successfully with agencies

• How do I find the right agency?
• What is important in the briefing?
• How can I manage an agency?

Special: An individual marketing communication plan is developed.