Business_Spotlight_No3_202..

10 SKILL UP!

IN CONTEXT

Real results

Here, we provide some key phrases and expressions you might

need to talk about planning a digital marketing campaign —

as well as discussing the results.

The SiTuaTion:

Throughout the campaigns, Tom in-

forms the couple of the type of digital

marketing tools he will be using for

the campaigns.

9. Choose a platform
   Cath: So, what’s the plan?
   Tom: We will use biddable media
   for our campaigns across the main
   platforms, including social me-
   dia. That’s Facebook, Instagram,
   LinkedIn and Google AdWords.
   RTB — real-time bidding — helps
   optimize our campaign. The CTA
   includes newsletter sign-ups and
   bookings. Geo-targeting is our
   marketing tool of choice.
   Gitti: What exactly is that?
   Tom: It enables us to deliver per-
   sonalized content to individual
   users based on their geographic
   location. You might know it as
   location-based marketing.
   10. Understand the targeting
   Cath: How is geo -targeting diffe-
   rent from geofencing?
   Tom: That’s when you set up a
   unique marketing area. Inside this
   area, you can send relevant market-
   ing messages to targeted individ-
   uals. Usually, it’s done through a
   native mobile app. As you’ve ruled
   out an app, geofencing is not an
   option.
   Cath: OK, so geo-targeting it is.
   That sounds like the option that
   really interests us.

Illustration: Bernhard Förth

biddable

, zur Auktion freige-

geben, auktionsfähig

real-time bidding

, Echtzeitauktion

rule sth. out

, etw. ausschließen

unique

, einzigartig