Part 4 I Google Ads in practice
The fourth part of our Search Marketing series deals with search engine advertising (SEA), the "paid" search engine marketing with a focus on Google Ads. We explain how they work and that special attention must be paid to the so-called Quality Score. […]Read more on Part 4 I Google Ads in practice
AMA Conference 2021: Brand perception between globality and locality
David Bourdin from the Competence Center for Marketing presented his study on brand perception, published in the Journal of Business Research, at the AMA Conference 2021 in Taormina, Sicily. […]Read more on AMA Conference 2021: Brand perception between globality and locality
Part 3 I Search Optimization Tools
In the third part of our Search Marketing Series we present selected Search Optimization Tools, how they can simplify SEO processes and which KPIs should be considered. […]Read more on Part 3 I Search Optimization Tools
Part 1 I Growth Hacking: Large Growth at a Small Price
Start-ups have the potential to conquer the market with innovative offers. What is missing, however, is the right marketing budget. In order to be attractive to investors, growth is needed with the lowest possible budget. The answer is Growth Hacking. […]Read more on Part 1 I Growth Hacking: Large Growth at a Small Price
Digital Marketing Concepts Inspire Audience at “Digital Impact Night”
Six companies and only 12 minutes time for the perfect pitch – this was the challenge faced by the Bachelor's students from the Corporate Communication and Marketing & Sales study programs at the "Digital Impact Night". […]Read more on Digital Marketing Concepts Inspire Audience at “Digital Impact Night”
Hyperpersonalization and the end of cookies as of 2022
David Dobrowsky, Head of Competence Center for Marketing at FHWien der WKW, on the opportunities for personalized advertising through advancing digital transformation and how data protection and users are putting a stop to it. […]Read more on Hyperpersonalization and the end of cookies as of 2022
Solution talent as innovation driver and courage for more Possibilism
Univ. Prof. Dr. Markus Hengstschläger, renowned geneticist and head of Academia Superior – Institute for Futures Studies, explained in his keynote speech for the Communication Management Study Progams of FHWien der WKW how to promote solution talent and why Possibilists can better drive innovation. […]Read more on Solution talent as innovation driver and courage for more Possibilism
“WE ARE Global Citizens” – Coaching on UN Sustainable Goals (SDG) for Dutch students
During the International Week of the Dutch Fontys University of Applied Sciences, David Bourdin from FHWien der WKW presented his research work and supported students to develop concepts for the implementation of the SDGs in selected communities. […]Read more on “WE ARE Global Citizens” – Coaching on UN Sustainable Goals (SDG) for Dutch students
Between service and self-service – latest findings on the influence of foreign accents on customer participation
Effects of unfavorable accents outweigh and can stimulate more self-service. This is the result of three studies presented by David Bourdin, Teaching & Research Associate at the Competence Center for Marketing at FHWien der WKW, at this year's AMA conference. […]Read more on Between service and self-service – latest findings on the influence of foreign accents on customer participation
Chatbots – The answer to (almost) every question?
In cooperation with Haaga Helia University, Helsinki, researchers and lecturers from FHWien der WKW’s Department of Communication are investigating the effect of chatbots on users from a communication science perspective. […]Read more on Chatbots – The answer to (almost) every question?