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DigitalBarometer Deutschland – Consumer Insights und Marketing im Kontext der digitalen Transformation

  • 2020
  • OriginalPaper
  • Chapter
Published in:
Author
Meike Terstiege
Published in
Digitales Marketing – Erfolgsmodelle aus der Praxis
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Das DigitalBarometer Deutschland erfasst seit 2018 zweimal jährlich die Einstellungen und Erwartungen der deutschen Bevölkerung gegenüber der Digitalisierung. Dieses Stimmungsbarometer zeigt die Ängste und Hoffnungen sowie Ansprüche und Erwartungen, die mit der digitalen Transformation verbunden sind. Anhand der Ergebnisse und Analysen dieser repräsentativen Umfrage ist es Marketing- und Vertriebsexperten möglich, Kommunikationsmaßnahmen, Produkte und Dienstleistungen entsprechend zu entwickeln und auszurichten – mit dem Ziel, auf Befürchtungen der unterschiedlichen Zielgruppen angesichts der Digitalisierung adäquat zu reagieren und zugleich die mit der Digitalisierung verbundenen Chancen zu betonen.
Das „DigitalBarometer Deutschland“ ist eine Kooperation des Hamburger Marktforschungsinstitutes EARSandEYES und Prof. Dr. Meike Terstiege.

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previous chapter Digitales Marketing – Herkunft, Zukunft und Trends
next chapter Die Bedeutung von Social Media für das digitale Marketing am Beispiel Facebook
Title
DigitalBarometer Deutschland – Consumer Insights und Marketing im Kontext der digitalen Transformation
Author
Meike Terstiege
Copyright Year
2020
Book
Digitales Marketing – Erfolgsmodelle aus der Praxis

Print ISBN: 978-3-658-26194-8

Electronic ISBN: 978-3-658-26195-5

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-658-26195-5_10