Digital strategies & marketing
Consulting • Digital marketing • Digital strategy • Trend research • Brand building • Market research • Business development • Perplexity Optimization • Visibility in AI systems • SEO • Conversion optimisation • UX • Content strategy • Behavioural psychology • Cognitive psychology • Neuromarketing • Workshops & training • Application development
Understanding target markets and competitorsSwarm analysis
In online marketing, knowledge of the markets and the actions of competitors represents a very important competitive advantage. With the swarm analysis I developed and the RankAnalyst analysis system, previously unknown mechanisms can be uncovered and a targeted, efficient and effective marketing strategy can be developed. It has been used very successfully in a large number of projects to date, such as for BOSCH.
Target market tomography
Thanks to its extensive database, Google has a very precise understanding of specific target markets. It is precisely this market understanding that can be derived for the first time with the development of RankAnalyst. This makes it very clear what the target group wants and what it rejects.
Competitor ‘rectoscopy’
With the help of RankAnalyst, competitors and their market activities can be examined with a level of quality that was previously impossible. This reveals blind spots that are often unknown even to the competitors themselves. This approach is therefore often referred to as competitor ‘rectoscopy’.
The perfect strategy
The information gained can be used to develop a targeted digital strategy, saving time and money. Not only do you have knowledge of how the target market works, but also how to weaken the competition digitally – a knowledge advantage that is not always entirely fair.
The reason for every website visit
Content with added value
The content of a website is the sole reason for visiting it. If this content is not relevant and offers no added value, it has no right to exist in the competitive arena.
Positioning
Positioning defines a digital corporate signature that conveys the context of perception and associated corporate values in a binding manner. It is essential that this is aligned with neuropsychological aspects so that the target group can be reached in the best possible way, including emotionally.
Editorial planning
Not all content that appears to offer added value actually ‘works’. Swarm analysis helps to understand the mechanisms involved and to plan content. This also defines exactly where, how and when specific content is published.
Text design
In order for textual content to be read and understood as added value, it should be easy to understand, unambiguous and relevant to the situation at hand. It should also promote vivid imagery and resonate with the reader.
The user and their perception
User experience & perception
Good content alone does not guarantee economic success for your website. It must also be noticed. Various methods are available to ensure easy and pleasant perception.
My books on the subject
Interview
Heuristics
The user experience of a website can be optimised using established rules of thumb, known as heuristics. These are used to test classic aspects for practical suitability.
Predictive & Testing
With the help of new methods, such as EyeQuant, the perception of a website can be predicted quite accurately, allowing them to be used as early as the planning phase. This also includes representative practical studies, such as rapid user tests.
Tracking
Reliable information about perception can be obtained using appropriate tracking methods. In addition to user tracking, which many websites use today, this also includes specialised methods such as mouse and gesture tracking.
Basic factors
The technical requirements
To ensure that content can be used by human visitors and search engines, it must be accessible and clearly interpretable.
My books on the subject
- SEO & Usability
- Der Contentfaktor
- Bilderbuch-SEO in 15 Minuten (externer Link)
Technical article
Off-page
Since visitors come across a website via referring, recommending sources, its ‘social networking’ plays an important role in its success, but also in its ranking in search results.
Domain & Server
The visitor’s path leads via the domain and the server(s) that deliver the website. Incorrect use and configuration can already severely restrict accessibility.
On-page
At the page level, it is also essential to ensure that important content is implemented correctly and is easily accessible.