Empowering the Client

Empowering the Client

The inter­ac­tion and rela­ti­ons­hip bet­ween brands and their custo­mers have chan­ged dra­ma­ti­cal­ly in recent years. This deve­lop­ment will con­ti­nue in the future.

Brands will increa­singly deve­lop into intel­li­gent net­works in which active custo­mers deter­mi­ne how they want to be addres­sed. This results in traf­fic rele­vant to custo­mers, which is a stra­te­gic raw mate­ri­al in custo­mer acquisition.

The tra­di­tio­nal deve­lop­ment of the sha­re of voice to the fair sha­re ine­vi­ta­b­ly leads to a sha­re of voice war, ending with dra­ma­ti­cal­ly hig­her CpOs (cost per orders). At the same time, tra­di­tio­nal brand manage­ment with fre­quen­cy through brand image and dis­count cam­pai­gns has run out of deve­lop­ment potential.

Summary: Simply buy­ing more traf­fic is no lon­ger an opti­on. Brands need to beco­me a part of the ‘con­su­mer net­work’ and be relevant.

For this rea­son, the E-Plus Group initia­ted cur​ved​.de, allo­wing it to make the switch from a purcha­ser of adver­ti­sing time to a media producer.