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Potenziale von Online Marketing für Volks- und Raiffeisenbanken : Bank 2.0
Strict Standards: call_user_func_array() expects parameter 1 to be a valid callback, non-static method Ajax_Comment_Preview::wp_print_scripts() should not be called statically in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/plugin.php on line 160

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Potenziale von Online Marketing für Volks- und Raiffeisenbanken » Von Martina Goehring » Beitrag » Bank 2.0

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Strict Standards: mktime(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 14

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 23

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 25

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 27

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 28

Strict Standards: mktime(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 14

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 23

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 25

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 27

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 28

Potenziale von Online Marketing für Volks- und Raiffeisenbanken


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Aus der Diplomarbeit von Michael Mertens ist ein Whitepaper entstanden, welches die Quintessenzen sowie relevantes Wissen und die Hebel im Online Marketing zusammenfasst und in Potentialaussagen bzw. Handlungsempfehlungen für Volks- und Raiffeisenbanken mündet.

Ich versuche mal, die wesentlichen Empfehlungen zusammenzufassen und mit eigenen zu ergänzen:

Am Anfang steht das Wissen was und warum

Zunächst sollte das Wissen bei Bankenmitarbeitern über Entwicklungen im Bereich Online Marketing und Kundenverhalten im Internet verbessert werden. Das leistet am besten ein interner Workshop, indem auch Vorschläge und Ideen der Mitarbeiter, die ja direkt mit dem Kunden zu tun haben, aufgegriffen und honoriert werden. Die besten Ideen liegen meist in den Schubladen der Mitarbeiter. Hilfreich sind auch Beispiele anderer, die man mit diesen Ideen auf die eigene Situation überträgt.

Strategie vor Projekt

Damit diese Aktion nicht verpufft, muss nachhaltig die konkrete Einbindung der Mitarbeiter in die Inhaltegenerierung von Marketinginformationen stattfinden. Dazu ist ein erstes (Pilot-)Projekt hilfreich, dem erst nach Evaluierung weitere Projekte folgen sollten. Normalerweise sollte die Entwicklung einer Online Marketingstrategie voranstehen, um daraus die notwendigen Projekte abzuleiten. Kleinere Banken scheuen diesen Aufwand aber oft. Ein konkretes Projekt, dessen Erfolg dargestellt werden kann, überzeugt meistens besser und schneller als ein großes Programm auf dem Papier. Nichts desto trotz ist sicher der strategische Weg zu empfehlen.

Differenzierung vor Relaunch

Ein erstes Projekt im Online Marketing bedeutet keineswegs den Relaunch der Website. Wichtiger ist eine Differenzierungsmöglichkeit der Website durch Ergänzungen mit Inhaltemodulen, die vom Standard abweichen, zu entwickeln. Mertens schlägt hier vor: die Einbindung von regionalen Neuigkeiten und Partnerangeboten, Durchführung von Online Umfragen, Veröffentlichung der Profile von Mitarbeitern oder die Erstellung und Führung eines Corporate Blogs.

Blended Marketing

Ich würde dabei pragmatisch vorgehen und im ersten Schritt die offline Aktionen mit online Maßnahmen verbinden. Dabei würde ein Kunde zwangsläufig auf die Website geleitet und sich vielleicht auch andere Angebote anschauen. Wie oft erhalte ich von meiner Bank eine Einladung zu einer Veranstaltung, sei es ein Vortrag, sei es ein Weiterbildungsseminar mit Referenten aus dem Hochpreissegment, dennoch kostenlos und damit sehr attraktiv. Auf diesen Hochglanzbroschüren steht nicht einmal die Internetadresse der Bank, geschweige denn, man findet dazu irgendetwas auf der Website. Hat der Kunde nun keine Zeit auf diese Veranstaltung zu gehen, dann hat die Bank die Kontaktmöglichkeit verspielt. Da auch nach der Veranstaltung auf der Website kein weiterer Inhalt zu finden ist, z.B. der Vortrag selbst, ein passender Artikel oder Hintergrundinfos aus dem Web, wird auch der nicht teilgenommene Kunde seinerseits keinen Grund haben, die Bank zu kontaktieren oder sich zu bedanken. Potenzielle Kunden im Web erfahren davon gar nichts.

Aber es tut sich doch was!

Auf der CeBIT2009 im Rahmen der Webciety werden im Panel “Social Banking Referenten von VR­NetWorld GmbH und SparkassenFinanzportal GmbH ihre Online Strategien vorstellen.

Anlage

Das Whitepaper von Michael Mertens können Sie HIER downloaden. Bei seinen Empfehlungen unterscheidet er zwischen alltäglichen, regionalen, sowie persönlichen Impulsen, die im Verantwortungsbereich einer einzelnen Volks- und Raiffeisenbank liegen und den Ideen gebenden, innovativen Impulsen, die auf die zentral gelagerten Einheiten (VR-NetWorld, Rechenzentren und Verband) verteilt sind.

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  1. 2 Kommentar(e)

  2. Von Herr Grünert am
    Strict Standards: mktime(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 14

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 23

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 25

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 27

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 28
    19. August 2011
    | Antworten


    Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-content/plugins/coolplayer/coolplayer.php on line 134

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    Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/formatting.php on line 74

    Hallo,
    ich informiere mich gerade über die Möglichkeiten des Web 2.0 für die Bank.
    Dabei bin ich auf den Artikel Martina Goehring vom 25.02.2009 gestoßen. In ihrem Artikel verweist Sie auf die Diplomarbeit von Michael Mertens aus der ein Whitepaper enstanden ist.
    Ich würde gerne dieses Whitepaper donwloaden, leider ist es mir nicht möglich den Link zu aktivieren, könnt ihr mir den zukommen lassen oder sagen wie ich an das Whitepaper komme?

    MfG

  3. Von Martina Goehring am
    Strict Standards: mktime(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 14

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 23

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 25

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 27

    Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/3/d24003326/htdocs/bank-zweinull/wp-includes/functions.php on line 28
    19. August 2011
    | Antworten


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    Danke für den Hinweis. Diese Seite muss erst wieder auf den neuesten Stand gebracht werden. Die Downloads funktionieren nicht mehr rund.

    Ich habe das Whitepaper im Text verlinkt. Dort müsste es funktionieren.

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