The digital marketing toolkit: the key platforms, channels and instruments for digital marketing in your company

Under the leadership of Prof. Dr Marc K. Peter, a team at the School of Business FHNW has developed a practical navigation tool for companies to help them successfully deploy marketing instruments in the digital era.

Digital marketing is one of the core topics of digital transformation essential to the long-term success of companies on the market. A study by FHNW-HSW shows that companies are harnessing the potential of digital platforms, channels and instruments for their customer processes and targeted market communication.

In Switzerland, search engine advertising (SEA) is seen as the most relevant tool in just under 60% of companies, followed by e-mail, social media and content marketing. SMEs on the other hand lag behind the major Swiss firms in their use of content marketing and social media even though these marketing instruments are of key significance for acquiring and communicating with customers as well as search engine optimization (SEO).

Lecturers at the School of Business FHNW have developed the digital marketing toolkit to help navigate this field. A current study demonstrates that the following instruments are most important alongside marketing strategy, customer experience and brand management: affiliate marketing (partner marketing), content marketing, display and online advertising (including banner ads), e-mail marketing, mobile marketing, online public relations, search engine advertising (SEA), search engine optimization (SEO), social media, viral marketing and a company’s own website and its potential for customer interaction:

Prof. Dr Marc K. Peter will be speaking on this topic at Connecta Bern and presenting the most important instruments in the digital marketing toolkit.