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These are tailored to the corporate identity and the target group. How do people from the target group speak, what words do they feel addressed with?",{"type":136,"content":153},[154],{"type":139,"content":155},[156],{"type":130,"content":157},[158],{"text":159,"type":134,"marks":160},"Approach",[161],{"type":147},{"type":130,"content":163},[164],{"text":165,"type":134},"This defines whether the recipients are addressed as \"s\" or \"du\". It also depends on how the company presents itself and what kind of relationship you want to build with your customers. Some tend to keep their distance, while others - depending on the target group and company - enter into a more personal relationship.",{"type":136,"content":167},[168],{"type":139,"content":169},[170],{"type":130,"content":171},[172],{"text":173,"type":134,"marks":174},"Colors, font, design",[175],{"type":147},{"type":130,"content":177},[178,180,189],{"text":179,"type":134},"Colors and design decisions also have a strong influence on the tonality and can optimally underline it. In the course of the ",{"text":181,"type":134,"marks":182},"Copy strategy",[183,188],{"type":184,"attrs":185},"link",{"href":186,"uuid":18,"anchor":18,"target":187,"linktype":41},"\u002Fleistungen\u002Fguidelines\u002F","_self",{"type":147},{"text":190,"type":134}," colors, fonts and imagery are selected and consistently applied like a common thread. 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Example: A fitness coach who talks about himself as a company: \"I am Max and I help my clients achieve their goals.\"",{"type":136,"content":306},[307],{"type":139,"content":308},[309],{"type":130,"content":310},[311],{"text":312,"type":134,"marks":313},"Technical jargon",[314],{"type":147},{"type":130,"content":316},[317],{"text":318,"type":134},"If technical terms are used too often and too much, they can usually only have a confusing effect if a customer has not already dealt with the topic. It therefore depends entirely on the target group whether and which technical terms are used.",{"type":136,"content":320},[321],{"type":139,"content":322},[323],{"type":130,"content":324},[325],{"text":326,"type":134,"marks":327},"Colloquial language",[328],{"type":147},{"type":130,"content":330},[331],{"text":332,"type":134},"Colloquial language is a quick way to pick up young people, but it can also quickly backfire. You should only use it if you are 100% familiar with it. 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Products become particularly attractive to people who pay attention to these issues. The target group is growing and products that are manufactured and marketed in an environmentally friendly way are becoming increasingly relevant.",{"type":130},{"type":130,"content":415},[416],{"text":417,"type":134},"However, green marketing can also entail risks.",{"type":130,"content":419},[420],{"text":421,"type":134},"This is especially true if you only give your company a green veneer without really doing anything for the environment. In extreme cases, this can result in an absolute shitstorm.",{"type":130,"content":423},[424,426,433],{"text":425,"type":134},"This is exactly what greenwashing describes. Companies try to create an environmentally friendly image without really standing behind it. The sustainable image often does not correspond to the facts, or only to a very limited extent, and it is often difficult to tell the difference. The consequence in the case of greenwashing is the opposite of the desired marketing effect. More about greenwashing and how to recognize and avoid it is explained ",{"text":427,"type":134,"marks":428},"here",[429,432],{"type":184,"attrs":430},{"href":431,"uuid":18,"anchor":18,"target":187,"linktype":41},"\u002Fblog\u002Fgreenwashing\u002F",{"type":147},{"text":434,"type":134}," described here.",{"type":130},{"type":130,"content":437},[438],{"text":439,"type":134},"Even seemingly small ecological changes can have a big impact.",{"type":130,"content":441},[442,444,448,450,454,456,460],{"text":443,"type":134},"For example, small donations of revenue to ",{"text":445,"type":134,"marks":446},"Environmental organizations ",[447],{"type":147},{"text":449,"type":134},"organizations. Another example can be the switch to a ",{"text":451,"type":134,"marks":452},"paperless office",[453],{"type":147},{"text":455,"type":134},"or to recycled paper. 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However, products are scattered across the Internet like sand on the sea and it is becoming increasingly difficult to find customers among all the competition.",{"type":252},{"text":611,"type":134},"In order to stand out, you need a good \"Reason Why\". Because it is the justification for the advertising message and becomes increasingly important the greater the desire for a product.",{"type":130},{"type":130},{"type":130,"content":615},[616,620,621,623,624,626,630],{"text":617,"type":134,"marks":618},"What is the difference to the USP?",[619],{"type":147},{"type":252},{"text":622,"type":134},"the \"Unique Selling Proposition\" is very similar to the \"Reason Why\".",{"type":252},{"text":625,"type":134},"But the difference is that the USP is the ",{"text":627,"type":134,"marks":628},"Characteristic",[629],{"type":147},{"text":631,"type":134},"that makes a product stand out from the rest of the crowd. The \"Reason Why\" evokes emotions and conveys a feeling that you absolutely need the product.",{"type":130},{"type":130},{"type":130,"content":635},[636],{"text":637,"type":134,"marks":638},"The consumer benefit",[639],{"type":147},{"type":130,"content":641},[642,644,648,649,651],{"text":643,"type":134},"Or also: ",{"text":645,"type":134,"marks":646},"Consumer benefit.",[647],{"type":147},{"type":252},{"text":650,"type":134},"Similar to the \"Reason Why\", it describes the consumer benefit.",{"type":252},{"type":130,"content":653},[654,656,657],{"text":655,"type":134},"How do you know which points promise a particular benefit for consumers? From the target group analysis.",{"type":252},{"text":658,"type":134},"More precisely, from the psychographic characteristics of this analysis.",{"type":130,"content":660},[661],{"text":662,"type":134},"What does the customer want? What motivates him or her? What is important to him or her?",{"type":130,"content":664},[665],{"text":666,"type":134},"Emphasizing this specific customer benefit becomes necessary when the normal benefits of a product are comparable to those of many other competing products.","The copy strategy - Reason Why, USP & Consumer Benefit",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":670},[671],{"type":130,"content":672},[673],{"text":367,"marks":674},[],[676],{"_uid":677,"title":678,"ogImage":679,"ogTitle":678,"component":70,"description":680,"ogDescription":680},"059f2364-8b5e-41b9-8ea2-dd2494113f6e","We(r)binar: The Copystrategy",{"filename":18},"Find out interesting facts about Reason-why, USP & Consumer Benefit in this blog post!",{"id":682,"alt":18,"name":18,"focus":18,"title":18,"filename":683,"copyright":18,"fieldtype":23,"is_external_url":25},7177408,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002F9abd128837\u002Fwb_werbinar_reasonwhy.jpg",{"id":682,"alt":18,"name":18,"focus":18,"title":18,"filename":683,"copyright":18,"fieldtype":23,"is_external_url":25},"die-copystrategy-reason-why-usp-consumer-benefit","en\u002Farticles\u002Fdie-copystrategy-reason-why-usp-consumer-benefit",570,[],"cad4d3de-4880-4dc5-ac88-4560ba94dea0","2023-04-06T13:10:11.082Z",[],"articles\u002Fdie-copystrategy-reason-why-usp-consumer-benefit",[694],{"path":692,"name":73,"lang":83,"published":73},{"name":696,"created_at":697,"published_at":698,"updated_at":699,"id":700,"uuid":701,"content":702,"slug":833,"full_slug":834,"sort_by_date":73,"position":835,"tag_list":836,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":837,"first_published_at":838,"release_id":73,"lang":83,"path":73,"alternates":839,"default_full_slug":840,"translated_slugs":841},"Was ein Call-to-Action ist und wie er effektiv wirkt","2024-04-04T14:09:28.662Z","2024-11-11T14:39:06.543Z","2024-11-11T14:39:06.590Z",473004914,"2a7ddf9a-a3f0-450d-a8f3-f909fb413d5a",{"_uid":703,"body":704,"text":705,"title":814,"ctaLink":815,"ctaText":816,"pageSeo":822,"category":828,"ctaLabel":376,"ctaTitle":377,"cardImage":829,"component":27,"coverImage":832,"ctaSubTitle":382},"7352723f-8164-4ff2-bd5a-dfce1f96678c",[],{"type":127,"content":706},[707,717,755,756,767,789,790,794,801,802],{"type":130,"content":708},[709,711,715],{"text":710,"type":134},"CTAs originally come from direct marketing. There, the long direct mailings always had a clear call to action at the end ",{"text":712,"type":134,"marks":713},"Call to action ",[714],{"type":147},{"text":716,"type":134},"at the end. And because a call-to-action can take so many different forms, it can be placed anywhere.",{"type":136,"content":718},[719,725,731,737,743,749],{"type":139,"content":720},[721],{"type":130,"content":722},[723],{"text":724,"type":134},"On a website,",{"type":139,"content":726},[727],{"type":130,"content":728},[729],{"text":730,"type":134},"Before, in or after a post, a podcast episode, a video,",{"type":139,"content":732},[733],{"type":130,"content":734},[735],{"text":736,"type":134},"In an email or email signature,",{"type":139,"content":738},[739],{"type":130,"content":740},[741],{"text":742,"type":134},"In an e-book,",{"type":139,"content":744},[745],{"type":130,"content":746},[747],{"text":748,"type":134},"In a presentation,",{"type":139,"content":750},[751],{"type":130,"content":752},[753],{"text":754,"type":134},"On social media, in paid ads, etc.",{"type":130},{"type":130,"content":757},[758,762,764,765],{"text":759,"type":134,"marks":760},"The basic rule is:",[761],{"type":147},{"text":763,"type":134}," If you don't ask, you won't get an answer. But how do you create a call-to-action that works?",{"type":252},{"text":766,"type":134},"It doesn't matter whether it's text, a button or a box - a CTA should first and foremost fulfill the following basic elements:",{"type":136,"content":768},[769,779],{"type":139,"content":770},[771],{"type":130,"content":772},[773,777],{"text":774,"type":134,"marks":775},"Clear statement:",[776],{"type":147},{"text":778,"type":134}," Every call-to-action has only one purpose: to take visitors one step further. Therefore, only one single call to action should be formulated, which the visitor should carry out. What exactly should the visitor do? Buy a product? Sign up for a newsletter? This point is absolutely important!",{"type":139,"content":780},[781],{"type":130,"content":782},[783,787],{"text":784,"type":134,"marks":785},"Keep it simple:",[786],{"type":147},{"text":788,"type":134}," visitors have no time and little attention in these fast-paced times. That's why the CTA should be as simple as possible. Everything should be explained in simple terms.",{"type":130},{"type":130,"content":791},[792],{"text":793,"type":134},"Example of a call-to-action:",{"type":130,"content":795},[796,798,799],{"text":797,"type":134},"Netflix",{"type":252},{"text":800,"type":134},"\"Sign up for free for one month.\" - Users often don't want to sign up immediately, but want to test the waters first. The ulterior motive is, of course, that potential customers will sign up after the free month.",{"type":130},{"type":130,"content":803},[804,808,809,811,812],{"text":805,"type":134,"marks":806},"But why do CTAs work so well?",[807],{"type":147},{"type":252},{"text":810,"type":134},"They are based on human psychology - if you tell a person exactly what to do, they are more likely to do it.",{"type":252},{"text":813,"type":134},"For them to work, CTAs need to be immediately obvious to visitors and clearly state what they should do.","What a call-to-action is and how it works effectively",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":817},[818],{"type":130,"content":819},[820],{"text":367,"marks":821},[],[823],{"_uid":824,"title":825,"ogImage":826,"ogTitle":825,"component":70,"description":827,"ogDescription":827},"2ebb9dbd-3b89-4349-9312-23dad6e6bc0f","We(r)binar: What is a call-to-action?",{"filename":18},"Find out what a CTA is and why you need one in this blog post!","Design",{"id":830,"alt":18,"name":18,"focus":18,"title":18,"filename":831,"copyright":18,"fieldtype":23,"is_external_url":25},7177385,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002Fec62db87a1\u002Fhausverwaltung_1920_74.jpg",{"id":830,"alt":18,"name":18,"focus":18,"title":18,"filename":831,"copyright":18,"fieldtype":23,"is_external_url":25},"was-ein-call-to-action-ist-und-wie-er-effektiv-wirkt","en\u002Farticles\u002Fwas-ein-call-to-action-ist-und-wie-er-effektiv-wirkt",560,[],"3c6af427-ba33-4724-a29f-48f38c56b2ac","2023-04-06T13:07:51.486Z",[],"articles\u002Fwas-ein-call-to-action-ist-und-wie-er-effektiv-wirkt",[842],{"path":840,"name":73,"lang":83,"published":73},{"name":844,"created_at":845,"published_at":846,"updated_at":847,"id":848,"uuid":849,"content":850,"slug":1018,"full_slug":1019,"sort_by_date":73,"position":1020,"tag_list":1021,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":1022,"first_published_at":1023,"release_id":73,"lang":83,"path":73,"alternates":1024,"default_full_slug":1025,"translated_slugs":1026},"CMYK oder RGB - Was ist der Unterschied","2024-04-04T14:09:27.457Z","2024-11-11T14:39:06.210Z","2024-11-11T14:39:06.247Z",473004913,"336eb52c-1b19-435e-b911-1d1a020402ad",{"_uid":851,"body":852,"text":853,"title":1000,"ctaLink":1001,"ctaText":1002,"pageSeo":1008,"category":828,"ctaLabel":376,"ctaTitle":377,"cardImage":1014,"component":27,"coverImage":1017,"ctaSubTitle":382},"4c0ef29d-cfcc-43fe-aa23-d74e7cecfc67",[],{"type":127,"content":854},[855,862,884,888,889,907,913,939,940,952,956,963,969,989,990,996],{"type":130,"content":856},[857,859,860],{"text":858,"type":134},"Many people think it would be so easy: create a graphic on the PC and simply print it out. But this is exactly where two different color spaces play a very important role: RGB and CMYK.",{"type":252},{"text":861,"type":134},"Both are designations for the mixture of colors.",{"type":130,"content":863},[864,866,870,872,876,878,882],{"text":865,"type":134},"While the",{"text":867,"type":134,"marks":868}," RGB color model",[869],{"type":147},{"text":871,"type":134}," ",{"text":873,"type":134,"marks":874},"purely for digital work",[875],{"type":147},{"text":877,"type":134}," on the web or directly on the PC, the ",{"text":879,"type":134,"marks":880},"CMYK model is used for print products",[881],{"type":147},{"text":883,"type":134}," products. The colors differ massively. There is a reason for this:",{"type":130,"content":885},[886],{"text":887,"type":134},"RGB colors are so-called \"light colors\" and are created on the screen, while CMYK colors consist of real colors.",{"type":130},{"type":130,"content":890},[891,895,896,898,899,901,905],{"text":892,"type":134,"marks":893},"RGB - red, green, blue.",[894],{"type":147},{"type":252},{"text":897,"type":134},"This is an additive color model, which means that the more colors are mixed together, the brighter the hue becomes. If you mix all three colors together - at the highest value (100%) - you get a pure white.",{"type":252},{"text":900,"type":134},"The colors result from the mixing of light. This is why RGB is also called ",{"text":902,"type":134,"marks":903},"Light colors",[904],{"type":147},{"text":906,"type":134},".",{"type":130,"content":908},[909],{"text":910,"type":134,"marks":911},"Usage",[912],{"type":147},{"type":136,"content":914},[915,921,927,933],{"type":139,"content":916},[917],{"type":130,"content":918},[919],{"text":920,"type":134},"Web & app design: icons, buttons, graphics",{"type":139,"content":922},[923],{"type":130,"content":924},[925],{"text":926,"type":134},"Branding: Online logos and advertisements",{"type":139,"content":928},[929],{"type":130,"content":930},[931],{"text":932,"type":134},"Social media: Images for posts, cover images, etc.",{"type":139,"content":934},[935],{"type":130,"content":936},[937],{"text":938,"type":134},"Visual content such as videos, digital graphics, photos for websites",{"type":130},{"type":130,"content":941},[942,946,947,949,950],{"text":943,"type":134,"marks":944},"CMYK - Cyan, Magenta, Yellow, Key.",[945],{"type":147},{"type":252},{"text":948,"type":134},"The \"Key\" in CMYK stands for Key Color (black). This is the color space for professionally printed media.",{"type":252},{"text":951,"type":134},"Normally, printing is done on a white background. The more color is applied here, the darker the result. This is why CMYK, unlike RGB, is a subtractive color space.",{"type":130,"content":953},[954],{"text":955,"type":134},"However, if you mix cyan, magenta and yellow to 100% each, you do not get a true black, which is why the \"key color\", i.e. black, was included here.",{"type":130,"content":957},[958,960,961],{"text":959,"type":134},"In the printing process, each individual color is printed on the paper one after the other. Depending on the ratio, colors can be obtained in a wide variety of shades.",{"type":252},{"text":962,"type":134},"On screen, these nuances are even more extensive, whereas in print, far fewer colors can be produced. This is why the CMYK color space is smaller than that of RGB.",{"type":130,"content":964},[965],{"text":966,"type":134,"marks":967},"Uses",[968],{"type":147},{"type":136,"content":970},[971,977,983],{"type":139,"content":972},[973],{"type":130,"content":974},[975],{"text":976,"type":134},"Branding: business cards, stationery, etc.",{"type":139,"content":978},[979],{"type":130,"content":980},[981],{"text":982,"type":134},"Advertising materials: flyers, posters, brochures, etc.",{"type":139,"content":984},[985],{"type":130,"content":986},[987],{"text":988,"type":134},"Editorial: books, magazines, newspapers",{"type":130},{"type":130,"content":991},[992],{"text":993,"type":134,"marks":994},"But what happens if you choose the wrong color space?",[995],{"type":147},{"type":130,"content":997},[998],{"text":999,"type":134},"Printers can only use CMYK. Therefore, all designs, images and graphics that are to be printed should be created in CMYK. RGB data must therefore first be converted for printing purposes. Since not all colors can be transferred one-to-one from RGB to CMYK (as the CMYK color space is smaller), color shifts may occur.","CMYK or RGB - what's the difference?",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":1003},[1004],{"type":130,"content":1005},[1006],{"text":367,"marks":1007},[],[1009],{"_uid":1010,"title":1011,"ogImage":1012,"ogTitle":1011,"component":70,"description":1013,"ogDescription":1013},"59a6cf99-57ec-4dd1-838d-dc5ca61e1eba","We(r)binar: CMYK or RGB?",{"filename":18},"What's the difference? Gain a significant knowledge advantage with this article!",{"id":1015,"alt":18,"name":18,"focus":18,"title":18,"filename":1016,"copyright":18,"fieldtype":23,"is_external_url":25},7177211,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002Fe9a77eb888\u002Fwb_werbinar_cmyk.jpg",{"id":1015,"alt":18,"name":18,"focus":18,"title":18,"filename":1016,"copyright":18,"fieldtype":23,"is_external_url":25},"cmyk-oder-rgb-was-ist-der-unterschied","en\u002Farticles\u002Fcmyk-oder-rgb-was-ist-der-unterschied",550,[],"5dccef08-e6ff-4118-adab-1757bfd6adea","2023-04-06T13:06:51.220Z",[],"articles\u002Fcmyk-oder-rgb-was-ist-der-unterschied",[1027],{"path":1025,"name":73,"lang":83,"published":73},{"name":1029,"created_at":1030,"published_at":1031,"updated_at":1032,"id":1033,"uuid":1034,"content":1035,"slug":1141,"full_slug":1142,"sort_by_date":73,"position":1143,"tag_list":1144,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":1145,"first_published_at":1146,"release_id":73,"lang":83,"path":73,"alternates":1147,"default_full_slug":1148,"translated_slugs":1149},"Webseitenpflege und -betreuung","2024-04-04T14:09:26.006Z","2024-11-11T14:39:05.854Z","2024-11-11T14:39:05.888Z",473004812,"af4939e7-5ce5-4c66-bfd3-7cdd41733529",{"_uid":1036,"body":1037,"text":1038,"title":1122,"ctaLink":1123,"ctaText":1124,"pageSeo":1130,"category":1136,"ctaLabel":376,"ctaTitle":377,"cardImage":1137,"component":27,"coverImage":1140,"ctaSubTitle":382},"65031c1e-02bb-43d7-add1-a6152f22e68a",[],{"type":127,"content":1039},[1040,1044,1045,1052,1053,1059,1097,1098,1102,1103,1112,1113],{"type":130,"content":1041},[1042],{"text":1043,"type":134},"Either you have a full-service agency to do this for you, or you have the necessary knowledge to do it yourself.",{"type":130},{"type":130,"content":1046},[1047,1049,1050],{"text":1048,"type":134},"For potential customers, the website is often the first point of contact and the first point of contact with the company. You could say that the website is like an online business card. This is precisely why an unmaintained website can have a negative impact on the company.",{"type":252},{"text":1051,"type":134},"However, website maintenance is not only important for potential customers; being up-to-date also plays a major role for search engines when it comes to a good ranking. The more up-to-date a website is, the higher the probability of achieving a good ranking. Websites that search engines think offer users an optimal user experience are placed higher in the search results lists.",{"type":130},{"type":130,"content":1054},[1055],{"text":1056,"type":134,"marks":1057},"What does website maintenance involve?",[1058],{"type":147},{"type":136,"content":1060},[1061,1067,1073,1079,1085,1091],{"type":139,"content":1062},[1063],{"type":130,"content":1064},[1065],{"text":1066,"type":134},"Deposit SSL certificate - if it is not already available",{"type":139,"content":1068},[1069],{"type":130,"content":1070},[1071],{"text":1072,"type":134},"Inserting, exchanging and editing images and videos",{"type":139,"content":1074},[1075],{"type":130,"content":1076},[1077],{"text":1078,"type":134},"Publish current content",{"type":139,"content":1080},[1081],{"type":130,"content":1082},[1083],{"text":1084,"type":134},"Updating the privacy policy and, if necessary, the legal notice",{"type":139,"content":1086},[1087],{"type":130,"content":1088},[1089],{"text":1090,"type":134},"Carry out data backups and updates",{"type":139,"content":1092},[1093],{"type":130,"content":1094},[1095],{"text":1096,"type":134},"Fix errors",{"type":130},{"type":130,"content":1099},[1100],{"text":1101,"type":134},"Of course, if you have the necessary knowledge, you can do all of this yourself - but let's be honest: how much time is left over at the end of the day for the extensive maintenance of a website in addition to daily activities, opening hours, appointments and phone calls? Outsourcing website maintenance therefore makes a lot of sense, as it saves a lot of work and time, which can then be done by a professional.",{"type":130},{"type":130,"content":1104},[1105,1109,1110],{"text":1106,"type":134,"marks":1107},"How often should website maintenance be carried out?",[1108],{"type":147},{"type":252},{"text":1111,"type":134},"Maintenance work is usually carried out at least once a month and can take several hours, depending on what needs to be done.",{"type":130},{"type":130,"content":1114},[1115,1119,1120],{"text":1116,"type":134,"marks":1117},"Exceptions to website maintenance",[1118],{"type":147},{"type":252},{"text":1121,"type":134},"One-pagers and landing pages that were created purely for a specific campaign do not normally pursue any long-term goals. Therefore, they do not necessarily need to be maintained.","Website maintenance and support",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":1125},[1126],{"type":130,"content":1127},[1128],{"text":367,"marks":1129},[],[1131],{"_uid":1132,"title":1133,"ogImage":1134,"ogTitle":1133,"component":70,"description":1135,"ogDescription":1135},"28b2c9ef-7c12-4d39-acd1-9b71d7b2e464","We(r)binar: Website maintenance & support",{"filename":18},"You can find out why website support and maintenance are so important in this article","Web",{"id":1138,"alt":18,"name":18,"focus":18,"title":18,"filename":1139,"copyright":18,"fieldtype":23,"is_external_url":25},7177201,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002F78650812d9\u002Fwb_werbinar_webseitenbetreuung.jpg",{"id":1138,"alt":18,"name":18,"focus":18,"title":18,"filename":1139,"copyright":18,"fieldtype":23,"is_external_url":25},"webseitenpflege-und-betreuung","en\u002Farticles\u002Fwebseitenpflege-und-betreuung",540,[],"1eeab833-149b-4b50-8abd-079d6e87b4c4","2023-04-06T13:05:44.667Z",[],"articles\u002Fwebseitenpflege-und-betreuung",[1150],{"path":1148,"name":73,"lang":83,"published":73},{"name":1152,"created_at":1153,"published_at":1154,"updated_at":1155,"id":1156,"uuid":1157,"content":1158,"slug":1390,"full_slug":1391,"sort_by_date":73,"position":1392,"tag_list":1393,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":1394,"first_published_at":1395,"release_id":73,"lang":83,"path":73,"alternates":1396,"default_full_slug":1397,"translated_slugs":1398},"Was sind Schmuckfarben?","2024-04-04T14:09:24.673Z","2024-11-11T14:39:05.530Z","2024-11-11T14:39:05.580Z",473004692,"71681984-f0c7-4afd-a05c-434c268fe930",{"_uid":1159,"body":1160,"text":1161,"title":1372,"ctaLink":1373,"ctaText":1374,"pageSeo":1380,"category":828,"ctaLabel":376,"ctaTitle":377,"cardImage":1386,"component":27,"coverImage":1389,"ctaSubTitle":382},"ddfd79f2-a18f-4f6f-b7db-9849848ad5ae",[],{"type":127,"content":1162},[1163,1217,1235,1236,1252,1253,1265,1266,1297,1323,1324,1353,1367],{"type":130,"content":1164},[1165,1167,1172,1178,1182,1184,1188,1190,1194,1196,1200,1202,1206,1208,1209,1211,1215],{"text":1166,"type":134},"In print, as in the",{"text":871,"type":134,"marks":1168},[1169],{"type":184,"attrs":1170},{"href":1171,"uuid":18,"anchor":18,"custom":18,"target":187,"linktype":41},"\u002Fblog\u002Fcmyk_rgb_unterschied\u002F",{"text":1173,"type":134,"marks":1174},"last article",[1175,1177],{"type":184,"attrs":1176},{"href":1171,"uuid":18,"anchor":18,"custom":18,"target":187,"linktype":41},{"type":147},{"text":871,"type":134,"marks":1179},[1180],{"type":184,"attrs":1181},{"href":1171,"uuid":18,"anchor":18,"custom":18,"target":187,"linktype":41},{"text":1183,"type":134},"the CMYK color space is used. This involves four colors - ",{"text":1185,"type":134,"marks":1186},"C",[1187],{"type":147},{"text":1189,"type":134},"yan, ",{"text":1191,"type":134,"marks":1192},"M",[1193],{"type":147},{"text":1195,"type":134},"agenta, ",{"text":1197,"type":134,"marks":1198},"Y",[1199],{"type":147},{"text":1201,"type":134},"ellow and ",{"text":1203,"type":134,"marks":1204},"K",[1205],{"type":147},{"text":1207,"type":134},"ey (Schwarz).",{"type":252},{"text":1210,"type":134},"In addition, however, so-called ",{"text":1212,"type":134,"marks":1213},"Spot colors ",[1214],{"type":147},{"text":1216,"type":134},"can be used.",{"type":130,"content":1218},[1219,1221,1225,1226,1227,1229,1233],{"text":1220,"type":134},"In contrast to the usual quadruple printing, spot colors are not created by superimposing cyan, magenta, yellow and key (black), but are actually ",{"text":1222,"type":134,"marks":1223},"own printing inks",[1224],{"type":147},{"text":906,"type":134},{"type":252},{"text":1228,"type":134},"There are various manufacturers of these special colors, but the best known is the \"",{"text":1230,"type":134,"marks":1231},"Pantone",[1232],{"type":147},{"text":1234,"type":134},"\". This brand created its own color system in 1963, which defines and identifies a wide variety of color nuances that can be matched and exchanged worldwide. Another special feature of these colors is that they appear purer and stronger than CMYK colors.",{"type":130},{"type":130,"content":1237},[1238,1240,1244,1246,1250],{"text":1239,"type":134},"The colors are presented in separate ring binders and color fans, which can be purchased from the manufacturer. As the effect of colors can vary on different types of paper, these fans are available in different versions. For example for ",{"text":1241,"type":134,"marks":1242},"coated papers (coated)",[1243],{"type":147},{"text":1245,"type":134}," or for ",{"text":1247,"type":134,"marks":1248},"uncoated papers (uncoated)",[1249],{"type":147},{"text":1251,"type":134},". Thanks to these color fans, it is guaranteed that the selected colors always look the same in print.",{"type":130},{"type":130,"content":1254},[1255,1259,1260,1262,1263],{"text":1256,"type":134,"marks":1257},"Use",[1258],{"type":147},{"type":252},{"text":1261,"type":134},"Pantone colors are particularly popular in company logos because, as already mentioned, the Pantone color guarantees that the selected color will always look the same, no matter where it is printed.",{"type":252},{"text":1264,"type":134},"Neon colors or colors with a metallic look can also be reproduced, which is not possible with CMYK.",{"type":130},{"type":130,"content":1267},[1268,1272,1274,1278,1280,1283,1285,1289,1291,1292,1294,1295],{"text":1269,"type":134,"marks":1270},"HKS ",[1271],{"type":147},{"text":1273,"type":134},"- ",{"text":1275,"type":134,"marks":1276},"H",[1277],{"type":147},{"text":1279,"type":134},"ostmann-Steinberg printing inks, ",{"text":1203,"type":134,"marks":1281},[1282],{"type":147},{"text":1284,"type":134},"ast + Ehinger Druckfarben and H.",{"text":1286,"type":134,"marks":1287}," S",[1288],{"type":147},{"text":1290,"type":134},"chmincke & Co.",{"type":252},{"text":1293,"type":134},"These spot colors are mainly used in Germany, in contrast to Pantone, which is used worldwide.",{"type":252},{"text":1296,"type":134},"There are also different subdivisions of HKS:",{"type":136,"content":1298},[1299,1305,1311,1317],{"type":139,"content":1300},[1301],{"type":130,"content":1302},[1303],{"text":1304,"type":134},"K - art paper (coated),",{"type":139,"content":1306},[1307],{"type":130,"content":1308},[1309],{"text":1310,"type":134},"N - uncoated paper (uncoated),",{"type":139,"content":1312},[1313],{"type":130,"content":1314},[1315],{"text":1316,"type":134},"Z - newsprint and",{"type":139,"content":1318},[1319],{"type":130,"content":1320},[1321],{"text":1322,"type":134},"E - continuous paper",{"type":130},{"type":130,"content":1325},[1326,1330,1332,1336,1338,1342,1344,1348,1350,1351],{"text":1327,"type":134,"marks":1328},"RAL",[1329],{"type":147},{"text":1331,"type":134}," - ",{"text":1333,"type":134,"marks":1334},"R",[1335],{"type":147},{"text":1337,"type":134},"eichs-",{"text":1339,"type":134,"marks":1340},"A",[1341],{"type":147},{"text":1343,"type":134},"committee for ",{"text":1345,"type":134,"marks":1346},"L",[1347],{"type":147},{"text":1349,"type":134},"delivery conditions",{"type":252},{"text":1352,"type":134},"These colors are mainly used in the metal industry for paintwork or vehicle lettering. The RAL colors are paint colors, which are also subdivided into:",{"type":136,"content":1354},[1355,1361],{"type":139,"content":1356},[1357],{"type":130,"content":1358},[1359],{"text":1360,"type":134},"RAL 841 GL - colors with a glossy surface and",{"type":139,"content":1362},[1363],{"type":130,"content":1364},[1365],{"text":1366,"type":134},"RAL 840 HR - colors with a matt surface",{"type":130,"content":1368},[1369,1370],{"type":252},{"text":1371,"type":134},"The special colors also include the scratch-off colors of PIN allocations, gold, silver and metal colors, as well as neon colors.","What are spot colors?",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":1375},[1376],{"type":130,"content":1377},[1378],{"text":367,"marks":1379},[],[1381],{"_uid":1382,"title":1383,"ogImage":1384,"ogTitle":1383,"component":70,"description":1385,"ogDescription":1385},"3afb70c1-e592-4915-a93a-640ecc9f7510","We(r)binar: What are spot colours?",{"filename":18},"What is it, who needs it and what are the benefits of spot colours?",{"id":1387,"alt":18,"name":18,"focus":18,"title":18,"filename":1388,"copyright":18,"fieldtype":23,"is_external_url":25},7177197,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002Fe269f2e197\u002Fwb_werbina_schmuckfarben.jpg",{"id":1387,"alt":18,"name":18,"focus":18,"title":18,"filename":1388,"copyright":18,"fieldtype":23,"is_external_url":25},"was-sind-schmuckfarben","en\u002Farticles\u002Fwas-sind-schmuckfarben",530,[],"05bfdc31-bcab-4dbd-b933-95bfe6c63cba","2023-04-06T13:04:46.110Z",[],"articles\u002Fwas-sind-schmuckfarben",[1399],{"path":1397,"name":73,"lang":83,"published":73},{"name":1401,"created_at":1402,"published_at":1403,"updated_at":1404,"id":1405,"uuid":1406,"content":1407,"slug":1557,"full_slug":1558,"sort_by_date":73,"position":1559,"tag_list":1560,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":1561,"first_published_at":1562,"release_id":73,"lang":83,"path":73,"alternates":1563,"default_full_slug":1564,"translated_slugs":1565},"Kinowerbung - lohnt sich das?","2024-04-04T14:09:23.445Z","2024-11-11T14:39:05.196Z","2024-11-11T14:39:05.251Z",473004660,"305d1750-76e7-4868-a225-09911f1becdc",{"_uid":1408,"body":1409,"text":1410,"title":1538,"ctaLink":1539,"ctaText":1540,"pageSeo":1546,"category":1552,"ctaLabel":376,"ctaTitle":377,"cardImage":1553,"component":27,"coverImage":1556,"ctaSubTitle":382},"8d2385cf-8389-478f-826b-37e67e310c2d",[],{"type":127,"content":1411},[1412,1425,1426,1436,1443,1444,1454,1464,1465,1475,1482,1483,1493,1500,1501,1507,1533,1534],{"type":130,"content":1413},[1414,1416,1423],{"text":1415,"type":134},"Especially in the area of apprentice recruitment and ",{"text":1417,"type":134,"marks":1418},"Employer branding",[1419,1422],{"type":184,"attrs":1420},{"href":1421,"uuid":18,"anchor":18,"custom":18,"target":187,"linktype":41},"\u002Fblog\u002Femployer-branding\u002F",{"type":147},{"text":1424,"type":134}," advertising in cinemas is particularly suitable. This is because the young target group in particular is addressed directly where they are.",{"type":130},{"type":136,"content":1427},[1428],{"type":139,"content":1429},[1430],{"type":130,"content":1431},[1432],{"text":1433,"type":134,"marks":1434},"Who is cinema advertising suitable for?",[1435],{"type":147},{"type":130,"content":1437},[1438,1440,1441],{"text":1439,"type":134},"In principle, any company can advertise on the big screen.",{"type":252},{"text":1442,"type":134},"Cinema advertising is so worthwhile for regional companies because the visitors usually come from the region and already correspond to the ideal target group in terms of location. The advertising medium is particularly interesting for addressing end customers, which is why B2B companies benefit less from it.",{"type":130},{"type":136,"content":1445},[1446],{"type":139,"content":1447},[1448],{"type":130,"content":1449},[1450],{"text":1451,"type":134,"marks":1452},"The right timing",[1453],{"type":147},{"type":130,"content":1455},[1456,1458,1459,1461,1462],{"text":1457,"type":134},"The target group again plays a major role in cinema advertising. Although the advertising spot is spread more widely here, if you know a few factors such as location, times and genres of films, you know exactly where and how to reach the target group.",{"type":252},{"text":1460,"type":134},"After all, visitors to a small cinema are very different to those of a megaplex, children and senior citizens are more likely to be found in cinemas in the afternoon, while other people are there at blockbuster time.",{"type":252},{"text":1463,"type":134},"The ability to plan in detail is a great advantage overall.",{"type":130},{"type":136,"content":1466},[1467],{"type":139,"content":1468},[1469],{"type":130,"content":1470},[1471],{"text":1472,"type":134,"marks":1473},"Exclusivity",[1474],{"type":147},{"type":130,"content":1476},[1477,1479,1480],{"text":1478,"type":134},"In the cinema, the big screen commands undivided attention. This exclusivity is positive for advertising. Before the movie starts, most of the audience is already present in the cinema, seated comfortably and provided with snacks. So the commercials can begin.",{"type":252},{"text":1481,"type":134},"The advertising before the actual film is simply part of the movie and is viewed more positively by the audience than any other advertising in everyday life. The alternation between commercials and trailers for new films makes the whole thing more exciting.",{"type":130},{"type":136,"content":1484},[1485],{"type":139,"content":1486},[1487],{"type":130,"content":1488},[1489],{"text":1490,"type":134,"marks":1491},"Big emotions for the big screen",[1492],{"type":147},{"type":130,"content":1494},[1495,1497,1498],{"text":1496,"type":134},"Big screen, darkness, Dolby surround sound - these conditions allow viewers to experience their emotions even more intensely.",{"type":252},{"text":1499,"type":134},"Cinema-goers are prepared for big things, which is why advertising clips should be designed accordingly.",{"type":130},{"type":130,"content":1502},[1503],{"text":1504,"type":134,"marks":1505},"Cinema advertising is:",[1506],{"type":147},{"type":136,"content":1508},[1509,1515,1521,1527],{"type":139,"content":1510},[1511],{"type":130,"content":1512},[1513],{"text":1514,"type":134},"can be planned efficiently - thanks in part to the target group-specific selection of films,",{"type":139,"content":1516},[1517],{"type":130,"content":1518},[1519],{"text":1520,"type":134},"has a positive impact on brand awareness,",{"type":139,"content":1522},[1523],{"type":130,"content":1524},[1525],{"text":1526,"type":134},"guarantees full awareness thanks to the lack of ad blocks, which are often used when streaming at home,",{"type":139,"content":1528},[1529],{"type":130,"content":1530},[1531],{"text":1532,"type":134},"and much more.",{"type":130},{"type":130,"content":1535},[1536],{"text":1537,"type":134},"Do you finally want to see your own advertising film on the big screen? We will be happy to advise you - contact us now!","Cinema advertising - is it worth it?",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":1541},[1542],{"type":130,"content":1543},[1544],{"text":367,"marks":1545},[],[1547],{"_uid":1548,"title":1549,"ogImage":1550,"ogTitle":1549,"component":70,"description":1551,"ogDescription":1551},"258fb3c5-b33d-4caa-8050-d111f9d8e1f6","We(r)binar: cinema advertising - is it worth it?",{"filename":18},"Who is cinema advertising suitable for? What are the advantages? Find out in this article!","Marketing, Film und Animation",{"id":1554,"alt":18,"name":18,"focus":18,"title":18,"filename":1555,"copyright":18,"fieldtype":23,"is_external_url":25},7177189,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002Faa8bb665a9\u002Fwb_werbinar_kinowerbung.jpg",{"id":1554,"alt":18,"name":18,"focus":18,"title":18,"filename":1555,"copyright":18,"fieldtype":23,"is_external_url":25},"kinowerbung-lohnt-sich-das","en\u002Farticles\u002Fkinowerbung-lohnt-sich-das",520,[],"67a91111-d176-4197-9a89-a7b1f53a7049","2023-04-06T13:03:51.157Z",[],"articles\u002Fkinowerbung-lohnt-sich-das",[1566],{"path":1564,"name":73,"lang":83,"published":73},{"name":1568,"created_at":1569,"published_at":1570,"updated_at":1571,"id":1572,"uuid":1573,"content":1574,"slug":1691,"full_slug":1692,"sort_by_date":73,"position":1693,"tag_list":1694,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":1695,"first_published_at":1696,"release_id":73,"lang":83,"path":73,"alternates":1697,"default_full_slug":1698,"translated_slugs":1699},"StartUps: Geschäftsausstattung","2024-04-04T14:09:22.007Z","2024-11-11T14:39:04.861Z","2024-11-11T14:39:04.904Z",473004539,"c6ceaff8-527c-41b1-9896-339149eb9650",{"_uid":1575,"body":1576,"text":1577,"title":1673,"ctaLink":1674,"ctaText":1675,"pageSeo":1681,"category":375,"ctaLabel":376,"ctaTitle":377,"cardImage":1687,"component":27,"coverImage":1690,"ctaSubTitle":382},"aa15903a-4b83-4d39-b38a-c541c9fd6781",[],{"type":127,"content":1578},[1579,1589,1608,1609,1619,1623,1624,1634,1653,1654,1664,1668,1669],{"type":136,"content":1580},[1581],{"type":139,"content":1582},[1583],{"type":130,"content":1584},[1585],{"text":1586,"type":134,"marks":1587},"The basis",[1588],{"type":147},{"type":130,"content":1590},[1591,1593,1600,1602,1603,1605,1606],{"text":1592,"type":134},"First of all, it is important to define the target group and develop a complete, coherent ",{"text":1594,"type":134,"marks":1595},"Corporate design",[1596,1599],{"type":184,"attrs":1597},{"href":1598,"uuid":18,"anchor":18,"target":187,"linktype":41},"\u002Fblog\u002Fdesign-guidelines\u002F",{"type":147},{"text":1601,"type":134}," design. Because only if this runs like a red thread through the entire appearance will the company appear authentic, competent and professional.",{"type":252},{"text":1604,"type":134},"The corporate design is one of the most important factors in ensuring the recognition value of the company.",{"type":252},{"text":1607,"type":134},"To name a few of the most important elements of the corporate design, the colors, fonts and logo are defined or created.",{"type":130},{"type":136,"content":1610},[1611],{"type":139,"content":1612},[1613],{"type":130,"content":1614},[1615],{"text":1616,"type":134,"marks":1617},"The classic business stationery",[1618],{"type":147},{"type":130,"content":1620},[1621],{"text":1622,"type":134},"Business cards, stationery, envelopes, invoice forms. The contingent of business equipment is very individual and can be expanded depending on the industry and budget. It is crucial that everything corresponds to the corporate design in order to create a uniform, cohesive image when viewed side by side, for example.",{"type":130},{"type":136,"content":1625},[1626],{"type":139,"content":1627},[1628],{"type":130,"content":1629},[1630],{"text":1631,"type":134,"marks":1632},"Must-have: business cards",[1633],{"type":147},{"type":130,"content":1635},[1636,1638,1639,1641,1642,1644,1651],{"text":1637,"type":134},"Especially as a start-up, sole trader or freelancer, you can stand out from the competition with a professional appearance and leave a lasting impression. That's why a business card that impresses with its high quality and outstanding design is essential.",{"type":252},{"text":1640,"type":134},"It makes sense to have professional business cards even before the company is founded - because this allows you to make your first customer contacts before you really get started.",{"type":252},{"text":1643,"type":134},"A detailed article on business cards can be found ",{"text":1645,"type":134,"marks":1646},"HERE ",[1647,1650],{"type":184,"attrs":1648},{"href":1649,"uuid":18,"anchor":18,"target":187,"linktype":41},"\u002Fblog\u002Fdie-visitenkarte\u002F",{"type":147},{"text":1652,"type":134},"to find.",{"type":130},{"type":136,"content":1655},[1656],{"type":139,"content":1657},[1658],{"type":130,"content":1659},[1660],{"text":1661,"type":134,"marks":1662},"Means of communication",[1663],{"type":147},{"type":130,"content":1665},[1666],{"text":1667,"type":134},"A successful corporate design combined with high-quality materials turns business stationery into an upscale means of communication. It conveys self-esteem - for the company as well as the recipient.",{"type":130},{"type":130,"content":1670},[1671],{"text":1672,"type":134},"Get started with your individual business stationery - we will be happy to advise you and create your optimal appearance.","StartUps: Business equipment",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":1676},[1677],{"type":130,"content":1678},[1679],{"text":367,"marks":1680},[],[1682],{"_uid":1683,"title":1684,"ogImage":1685,"ogTitle":1684,"component":70,"description":1686,"ogDescription":1686},"b14724c1-bcc4-47ec-96d7-d1e1e32ff39d","We(r)binar: Business equipment",{"filename":18},"Getting started with your own business - you can read all about what you need in this blog post!",{"id":1688,"alt":18,"name":18,"focus":18,"title":18,"filename":1689,"copyright":18,"fieldtype":23,"is_external_url":25},7177175,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002F94876bd25b\u002Fwb_werbinar_geschaeftsausstattung-1.jpg",{"id":1688,"alt":18,"name":18,"focus":18,"title":18,"filename":1689,"copyright":18,"fieldtype":23,"is_external_url":25},"startups-geschaeftsausstattung","en\u002Farticles\u002Fstartups-geschaeftsausstattung",510,[],"c668cd43-1bbf-4d0b-bd88-dcf960b878eb","2023-04-06T13:03:01.583Z",[],"articles\u002Fstartups-geschaeftsausstattung",[1700],{"path":1698,"name":73,"lang":83,"published":73},{"name":1702,"created_at":1703,"published_at":1704,"updated_at":1705,"id":1706,"uuid":1707,"content":1708,"slug":1790,"full_slug":1791,"sort_by_date":73,"position":1792,"tag_list":1793,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":1794,"first_published_at":1795,"release_id":73,"lang":83,"path":73,"alternates":1796,"default_full_slug":1797,"translated_slugs":1798},"Storytelling im Marketing","2024-04-04T14:09:20.638Z","2024-11-11T14:39:04.520Z","2024-11-11T14:39:04.555Z",473004491,"6c46a3f5-1994-4767-baac-c9038de87b9b",{"_uid":1709,"body":1710,"text":1711,"title":1772,"ctaLink":1773,"ctaText":1774,"pageSeo":1780,"category":375,"ctaLabel":376,"ctaTitle":377,"cardImage":1786,"component":27,"coverImage":1789,"ctaSubTitle":382},"2a5de292-2982-4678-956a-160ece83aefa",[],{"type":127,"content":1712},[1713,1720,1727,1728,1738,1742,1752,1763,1764],{"type":130,"content":1714},[1715,1717,1718],{"text":1716,"type":134},"Why? Quite simply. Stories appeal to the whole person: to their mind and their emotions.",{"type":252},{"text":1719,"type":134},"Stories draw the audience into the narrative and give the mind a decisive kick when deciding on a product or brand.",{"type":130,"content":1721},[1722,1724,1725],{"text":1723,"type":134},"There are different types of storytelling.",{"type":252},{"text":1726,"type":134},"The most important ones in the field of marketing are",{"type":130},{"type":136,"content":1729},[1730],{"type":139,"content":1731},[1732],{"type":130,"content":1733},[1734],{"text":1735,"type":134,"marks":1736},"Company Story",[1737],{"type":147},{"type":130,"content":1739},[1740],{"text":1741,"type":134},"This tells the story of how a company came into being. The most important milestones that have been achieved, reports of feelings and experiences - listeners can identify much better with the company and the person behind it.",{"type":136,"content":1743},[1744],{"type":139,"content":1745},[1746],{"type":130,"content":1747},[1748],{"text":1749,"type":134,"marks":1750},"Product story",[1751],{"type":147},{"type":130,"content":1753},[1754,1756,1757,1761],{"text":1755,"type":134},"What characterizes a product? What special experiences were there during development?",{"type":252},{"text":1758,"type":134,"marks":1759},"Application story",[1760],{"type":147},{"text":1762,"type":134},"how should this product be used - how should it not be used? How-to videos or infographics work particularly well here. By creating a real-life situation, viewers get the feeling that they need this product themselves.",{"type":130},{"type":130,"content":1765},[1766,1768],{"text":1767,"type":134},"Storytelling in marketing does not focus on the facts, but combines them with the emotional persuasiveness of good stories. It turns customers into fans whose feelings for the brand or product are strong. ",{"text":1769,"type":134,"marks":1770},"That's what makes it so successful.",[1771],{"type":147},"Storytelling in marketing",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":1775},[1776],{"type":130,"content":1777},[1778],{"text":367,"marks":1779},[],[1781],{"_uid":1782,"title":1783,"ogImage":1784,"ogTitle":1783,"component":70,"description":1785,"ogDescription":1785},"0c2b9fde-787c-4b81-aafa-58b617601e86","We(r)binar: Storytelling in marketing",{"filename":18},"If you don't tell stories today to sell products or publicise brands, you'll be history tomorrow. Read our blog post to find out what you need to know for your storytelling!",{"id":1787,"alt":18,"name":18,"focus":18,"title":18,"filename":1788,"copyright":18,"fieldtype":23,"is_external_url":25},7177141,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002F3fce361575\u002Fwb_werbinar_storytelling.jpg",{"id":1787,"alt":18,"name":18,"focus":18,"title":18,"filename":1788,"copyright":18,"fieldtype":23,"is_external_url":25},"storytelling-im-marketing","en\u002Farticles\u002Fstorytelling-im-marketing",500,[],"45d095ef-2397-469d-a41c-8d9ec9de8c6f","2023-04-06T13:02:15.258Z",[],"articles\u002Fstorytelling-im-marketing",[1799],{"path":1797,"name":73,"lang":83,"published":73},{"name":1801,"created_at":1802,"published_at":1803,"updated_at":1804,"id":1805,"uuid":1806,"content":1807,"slug":1952,"full_slug":1953,"sort_by_date":73,"position":1954,"tag_list":1955,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":1956,"first_published_at":1957,"release_id":73,"lang":83,"path":73,"alternates":1958,"default_full_slug":1959,"translated_slugs":1960},"POS - Point-of-Sale Marketing","2024-04-04T14:09:19.446Z","2024-11-11T14:39:04.288Z","2024-11-11T14:39:04.379Z",473004389,"2109fd35-67e3-4bfb-880a-0981eae97d83",{"_uid":1808,"body":1809,"text":1810,"title":1933,"ctaLink":1934,"ctaText":1935,"pageSeo":1941,"category":1947,"ctaLabel":376,"ctaTitle":377,"cardImage":1948,"component":27,"coverImage":1951,"ctaSubTitle":382},"38f5aa8d-7b94-4c3e-9831-8cdef736a41e",[],{"type":127,"content":1811},[1812,1816,1817,1824,1825,1834,1860,1861,1870,1871,1877,1887,1891,1901,1905,1915,1919,1929],{"type":130,"content":1813},[1814],{"text":1815,"type":134},"Just quickly running a few necessary errands - in the end, the shopping bag is much fuller than planned. I'm sure we've all experienced this at some point. This usually doesn't happen by chance and is thanks to POS marketing.",{"type":130},{"type":130,"content":1818},[1819,1821,1822],{"text":1820,"type":134},"POS stands for point-of-sale marketing and is a method of influencing purchasing decisions directly at the point of sale. The aim is to convince customers of products directly at the point of sale through promotional measures and activities and thus generate additional sales.",{"type":252},{"text":1823,"type":134},"When a consumer visits a store, he or she has already made the most important decision: The purchase decision - he or she has the intention to buy something. Accordingly, there is a good chance that other products will attract the customer's attention and encourage him or her to make impulse purchases. The hurdle to purchase is very low at this moment, a small gesture is enough - and for this often only a small incentive is enough, which is already convinced by a favorable placement of the product or simply the price.",{"type":130},{"type":130,"content":1826},[1827,1831,1832],{"text":1828,"type":134,"marks":1829},"Create added value",[1830],{"type":147},{"type":252},{"text":1833,"type":134},"The customer benefit should be clearly recognizable, which is why you should consider measures that offer the consumer something and clearly demonstrate precisely this advantage.",{"type":136,"content":1835},[1836,1842,1848,1854],{"type":139,"content":1837},[1838],{"type":130,"content":1839},[1840],{"text":1841,"type":134},"Set offers",{"type":139,"content":1843},[1844],{"type":130,"content":1845},[1846],{"text":1847,"type":134},"Vouchers or coupons",{"type":139,"content":1849},[1850],{"type":130,"content":1851},[1852],{"text":1853,"type":134},"Discount promotions or codes (for example, from a certain purchase value)",{"type":139,"content":1855},[1856],{"type":130,"content":1857},[1858],{"text":1859,"type":134},"Add-ons",{"type":130},{"type":130,"content":1862},[1863,1867,1868],{"text":1864,"type":134,"marks":1865},"POS in online marketing",[1866],{"type":147},{"type":252},{"text":1869,"type":134},"The online store is the flagship of every online retailer - there are already countless of them. Competition is therefore fierce.",{"type":130},{"type":130,"content":1872},[1873],{"text":1874,"type":134,"marks":1875},"Tricks in online POS marketing",[1876],{"type":147},{"type":136,"content":1878},[1879],{"type":139,"content":1880},[1881],{"type":130,"content":1882},[1883],{"text":1884,"type":134,"marks":1885},"Seals of approval and certificates",[1886],{"type":147},{"type":130,"content":1888},[1889],{"text":1890,"type":134},"Trustworthiness is strengthened by clearly visible quality seals, seals of approval and certificates and shows the customer that the online store is reputable.",{"type":136,"content":1892},[1893],{"type":139,"content":1894},[1895],{"type":130,"content":1896},[1897],{"text":1898,"type":134,"marks":1899},"Voucher codes",[1900],{"type":147},{"type":130,"content":1902},[1903],{"text":1904,"type":134},"Many online shoppers are impulse buyers. And to encourage these impulse purchases, the use of voucher or discount codes can be very helpful. If someone also saves 10% with a discount code, for example, they will most likely buy another item for the money saved.",{"type":136,"content":1906},[1907],{"type":139,"content":1908},[1909],{"type":130,"content":1910},[1911],{"text":1912,"type":134,"marks":1913},"Detailed information",[1914],{"type":147},{"type":130,"content":1916},[1917],{"text":1918,"type":134},"Detailed descriptions make it much easier for potential buyers to make a purchase decision. Search engine-optimized texts are a clear advantage here, as they have a positive impact on visibility in search results. This can drive up webshop traffic without any advertising.",{"type":136,"content":1920},[1921],{"type":139,"content":1922},[1923],{"type":130,"content":1924},[1925],{"text":1926,"type":134,"marks":1927},"Rich media content",[1928],{"type":147},{"type":130,"content":1930},[1931],{"text":1932,"type":134},"This involves 3D photos, video clips or operating demonstrations. Potential buyers are in virtual stores and cannot touch or try out the products - so any means that allow customers to better imagine the products are helpful.","POS - Point of Sale Marketing",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":1936},[1937],{"type":130,"content":1938},[1939],{"text":367,"marks":1940},[],[1942],{"_uid":1943,"title":1944,"ogImage":1945,"ogTitle":1944,"component":70,"description":1946,"ogDescription":1946},"99b892fb-2777-45e7-85d3-3f978f5f14b0","We(r)binar: POS marketing",{"filename":18},"Find out what point of sale marketing is in this blog post!","Marketing, Web",{"id":1949,"alt":18,"name":18,"focus":18,"title":18,"filename":1950,"copyright":18,"fieldtype":23,"is_external_url":25},7177128,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002F13fcdabc6e\u002Fwb_werbinar_pos-2.jpg",{"id":1949,"alt":18,"name":18,"focus":18,"title":18,"filename":1950,"copyright":18,"fieldtype":23,"is_external_url":25},"pos-point-of-sale-marketing","en\u002Farticles\u002Fpos-point-of-sale-marketing",490,[],"a481a01b-9ec0-48f6-a939-2eeac28a7fca","2023-04-06T13:01:16.438Z",[],"articles\u002Fpos-point-of-sale-marketing",[1961],{"path":1959,"name":73,"lang":83,"published":73},{"name":1963,"created_at":1964,"published_at":1965,"updated_at":1966,"id":1967,"uuid":1968,"content":1969,"slug":2067,"full_slug":2068,"sort_by_date":73,"position":2069,"tag_list":2070,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":2071,"first_published_at":2072,"release_id":73,"lang":83,"path":73,"alternates":2073,"default_full_slug":2074,"translated_slugs":2075},"Verpackungsdesign","2024-04-04T14:09:17.987Z","2024-11-11T14:39:03.879Z","2024-11-11T14:39:03.905Z",473004375,"0b4084a4-4072-41d0-80ed-03191e3509c5",{"_uid":1970,"body":1971,"text":1972,"title":2049,"ctaLink":2050,"ctaText":2051,"pageSeo":2057,"category":828,"ctaLabel":376,"ctaTitle":377,"cardImage":2063,"component":27,"coverImage":2066,"ctaSubTitle":382},"97731eeb-da66-46a3-b650-461d66443127",[],{"type":127,"content":1973},[1974,1984,1985,1989,1999,2000,2005,2012,2013,2017],{"type":130,"content":1975},[1976,1978,1979,1981,1982],{"text":1977,"type":134},"Packaging has a number of advantages.",{"type":252},{"text":1980,"type":134},"It protects products during transportation and delivery, provides protection for products during storage and is even essential for the preservation of some products.",{"type":252},{"text":1983,"type":134},"Required mandatory information and advertising texts find their place on the packaging - it also serves to stand out and differentiate from other, similar products.",{"type":130},{"type":130,"content":1986},[1987],{"text":1988,"type":134},"We are often not aware of it, but the shape, material, colors, lettering and graphics are often decisive for a purchase decision.",{"type":130,"content":1990},[1991,1993,1994,1996,1997],{"text":1992,"type":134},"The packaging is often the only thing consumers see of the product when it is on the store shelf. And on the shelves, the same product categories are usually placed next to each other, which means that the packaging has to fight for the customer's attention.",{"type":252},{"text":1995,"type":134},"This is where the magic word \"packaging design\" comes into play.",{"type":252},{"text":1998,"type":134},"Consumers want to be convinced - and the packaging design just mentioned plays a very important role in this.",{"type":130},{"type":130,"content":2001},[2002,2004],{"text":2003,"type":134},"Packaging design is not just about dealing with a product, but first and foremost with the target group. After all, different characteristics are more important for young customers than for senior citizens and vice versa.",{"type":252},{"type":130,"content":2006},[2007,2009,2010],{"text":2008,"type":134},"Using packaging design for your own marketing",{"type":252},{"text":2011,"type":134},"Some manufacturers use the packaging design to draw attention to other products of this brand, such as other flavors - according to the motto \"Try also...\"",{"type":130},{"type":130,"content":2014},[2015],{"text":2016,"type":134},"Good packaging design must..",{"type":136,"content":2018},[2019,2025,2031,2037,2043],{"type":139,"content":2020},[2021],{"type":130,"content":2022},[2023],{"text":2024,"type":134},"Stand out from the competition,",{"type":139,"content":2026},[2027],{"type":130,"content":2028},[2029],{"text":2030,"type":134},"Appeal to the target group,",{"type":139,"content":2032},[2033],{"type":130,"content":2034},[2035],{"text":2036,"type":134},"Be practical and protect the product during transportation and storage,",{"type":139,"content":2038},[2039],{"type":130,"content":2040},[2041],{"text":2042,"type":134},"Be easy to open and remove, and",{"type":139,"content":2044},[2045],{"type":130,"content":2046},[2047],{"text":2048,"type":134},"Be creative.","Packaging design",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":2052},[2053],{"type":130,"content":2054},[2055],{"text":367,"marks":2056},[],[2058],{"_uid":2059,"title":2060,"ogImage":2061,"ogTitle":2060,"component":70,"description":2062,"ogDescription":2062},"da0c1fd5-a3f6-40f1-89ab-b9f2eb8b61b1","We(r)binar: Packaging design",{"filename":18},"What does a good packaging design look like? What should be on it and why is it so important? Find out here in this blog post!",{"id":2064,"alt":18,"name":18,"focus":18,"title":18,"filename":2065,"copyright":18,"fieldtype":23,"is_external_url":25},7177104,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002F9996cf0fbc\u002Fwb_werbinar_verpackungsdesign.jpg",{"id":2064,"alt":18,"name":18,"focus":18,"title":18,"filename":2065,"copyright":18,"fieldtype":23,"is_external_url":25},"verpackungsdesign","en\u002Farticles\u002Fverpackungsdesign",480,[],"3bcb6ef6-280b-4a23-add6-611f763a6dcc","2023-04-06T13:00:08.264Z",[],"articles\u002Fverpackungsdesign",[2076],{"path":2074,"name":73,"lang":83,"published":73},{"name":2078,"created_at":2079,"published_at":2080,"updated_at":2081,"id":2082,"uuid":2083,"content":2084,"slug":2181,"full_slug":2182,"sort_by_date":73,"position":2183,"tag_list":2184,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":2185,"first_published_at":2186,"release_id":73,"lang":83,"path":73,"alternates":2187,"default_full_slug":2188,"translated_slugs":2189},"Hui: UI und UX","2024-04-04T14:09:16.646Z","2024-11-11T14:39:03.508Z","2024-11-11T14:39:03.540Z",473004372,"7a87d88c-a47b-46de-ba16-b0171c5bc4d8",{"_uid":2085,"body":2086,"text":2087,"title":2162,"ctaLink":2163,"ctaText":2164,"pageSeo":2170,"category":2176,"ctaLabel":376,"ctaTitle":377,"cardImage":2177,"component":27,"coverImage":2180,"ctaSubTitle":382},"60690c55-e9c5-47c8-9a51-5f24cf175632",[],{"type":127,"content":2088},[2089,2096,2097,2107,2121,2128,2129,2139,2149,2157,2158],{"type":130,"content":2090},[2091,2093,2094],{"text":2092,"type":134},"UI and UX are two fields of work that specialize in optimizing the use of products.",{"type":252},{"text":2095,"type":134},"From the outside, they often overlap, but in reality they are very different - even if they are closely intertwined - both are fundamental to good design and usability, but require very different approaches and skills.",{"type":130},{"type":136,"content":2098},[2099],{"type":139,"content":2100},[2101],{"type":130,"content":2102},[2103],{"text":2104,"type":134,"marks":2105},"User Experience - UX",[2106],{"type":147},{"type":130,"content":2108},[2109,2111,2112,2114,2115,2117,2118,2120],{"text":2110,"type":134},"UX design is not just about websites and apps, but is also used for other products. User experience design is the process in which teams create products and processes that provide users with pleasant and user-friendly experiences.",{"type":252},{"text":2113,"type":134},"But there is no one perfect user experience, because the best one is the one that works for the specific target group and\u002For context.",{"type":252},{"text":2116,"type":134},"UX design focuses entirely on the customer journey - it develops website wireframes (the structure of a website), develops prototypes, creates user personas and researches them.",{"type":252},{"text":2119,"type":134},"The fundamental goal of UX design is therefore the simplest, most straightforward and smoothest application of a product. UX design focuses on the design of user experiences and usability.",{"type":252},{"type":130,"content":2122},[2123,2125,2126],{"text":2124,"type":134},"Imagine the whole thing simplified like a house:",{"type":252},{"text":2127,"type":134},"UX builds the basic structure and function, UI takes care of the appealing interior design.",{"type":130},{"type":136,"content":2130},[2131],{"type":139,"content":2132},[2133],{"type":130,"content":2134},[2135],{"text":2136,"type":134,"marks":2137},"User interface - UI",[2138],{"type":147},{"type":130,"content":2140},[2141,2143,2144,2146,2147],{"text":2142,"type":134},"UI design, on the other hand, deals with the aesthetics - the visual aspects.",{"type":252},{"text":2145,"type":134},"The user interface design is the connection between the user and the product, where both interact. So buttons, menu bars, icons, but also colors and fonts are all part of UI design. It takes care of the look and feel of the product by translating the website wireframes and prototypes developed in the UX phase into something appealing and responsive.",{"type":252},{"text":2148,"type":134},"To accomplish this mission, UI designers need to be up to date with the latest design trends, stick to the brand identity - without sacrificing usability - and be able to communicate the chosen style.",{"type":130,"content":2150},[2151,2152,2154,2155],{"type":252},{"text":2153,"type":134},"As relatively new fields of work, UX and UI design are constantly evolving.",{"type":252},{"text":2156,"type":134},"It is a very broad field in which you can find specialists from any area. UI designers are very likely to work in a niche or specialization in which they are particularly strong. This is because there are big differences between the various UI design fields. The fields of work range from designs for apps, games, to dashboards and even tables.",{"type":130},{"type":130,"content":2159},[2160],{"text":2161,"type":134},"As a UX and UI designer, you always have to be up to date with the latest trends and techniques. Last year, for example, there was a strong tendency towards customized illustrations, preferably animated. Complex, animated 3D UIs are gaining more and more attention and it will certainly be interesting to see in which directions UI and UX will develop in the coming years.","Hui: UI and UX",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":2165},[2166],{"type":130,"content":2167},[2168],{"text":367,"marks":2169},[],[2171],{"_uid":2172,"title":2173,"ogImage":2174,"ogTitle":2173,"component":70,"description":2175,"ogDescription":2175},"243059c4-a474-4a9a-bfc3-791fd60097d1","We(r)binar: UI & UX",{"filename":18},"Find out more about the user experience (UX) and the user interface (UI) in this blog post!","Design, Web",{"id":2178,"alt":18,"name":18,"focus":18,"title":18,"filename":2179,"copyright":18,"fieldtype":23,"is_external_url":25},7177085,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x533\u002F4cbfcfba65\u002Fwb_werbinar_ui-ux.jpg",{"id":2178,"alt":18,"name":18,"focus":18,"title":18,"filename":2179,"copyright":18,"fieldtype":23,"is_external_url":25},"hui-ui-und-ux","en\u002Farticles\u002Fhui-ui-und-ux",470,[],"7f7f0dc6-a88c-4e6f-b17a-f5930f4c5e0b","2023-04-06T12:58:53.275Z",[],"articles\u002Fhui-ui-und-ux",[2190],{"path":2188,"name":73,"lang":83,"published":73},{"name":2192,"created_at":2193,"published_at":2194,"updated_at":2195,"id":2196,"uuid":2197,"content":2198,"slug":2345,"full_slug":2346,"sort_by_date":73,"position":2347,"tag_list":2348,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":2349,"first_published_at":2350,"release_id":73,"lang":83,"path":73,"alternates":2351,"default_full_slug":2352,"translated_slugs":2353},"Mehr Interaktionen auf der Webseite? Mit Rich Media Content ist es möglich","2024-04-04T14:09:15.431Z","2024-11-11T14:39:03.186Z","2024-11-11T14:39:03.229Z",473004265,"11a1846e-1bd9-4c7a-9cd5-28ef08385a77",{"_uid":2199,"body":2200,"text":2201,"title":2327,"ctaLink":2328,"ctaText":2329,"pageSeo":2335,"category":375,"ctaLabel":376,"ctaTitle":377,"cardImage":2341,"component":27,"coverImage":2344,"ctaSubTitle":382},"f77c9ed7-a800-4029-a737-f274e9da011b",[],{"type":127,"content":2202},[2203,2221,2222,2226,2230,2256,2257,2261,2262,2268,2300,2301,2307],{"type":130,"content":2204},[2205,2207,2208,2210,2214,2216,2220],{"text":2206,"type":134},"Advertising on the internet is subject to constant change. This is why advertisers are fighting for the attention of users and pulling out all the tricks up their sleeves that you can imagine.",{"type":252},{"text":2209,"type":134},"For example, games, videos or other formats are used to interactively engage visitors ",{"text":2211,"type":134,"marks":2212},"interactively ",[2213],{"type":147},{"text":2215,"type":134},"involved in the advertising. This is clever, as it not only generates valuable clicks, but also strengthens the branding of the brand, which can be achieved by increasing brand awareness",{"text":2217,"type":134,"marks":2218}," increasing brand awareness",[2219],{"type":147},{"text":906,"type":134},{"type":130},{"type":130,"content":2223},[2224],{"text":2225,"type":134},"By integrating games, videos and other formats, the user is interactively involved in the advertising. This not only generates clicks, but also strengthens the branding - subsequently, this increasing brand awareness can lead to increased page views.",{"type":130,"content":2227},[2228],{"text":2229,"type":134},"Rich media offers very extensive possibilities for Internet advertising. Some examples of rich media ads in advertising are",{"type":136,"content":2231},[2232,2238,2244,2250],{"type":139,"content":2233},[2234],{"type":130,"content":2235},[2236],{"text":2237,"type":134},"A banner ad with an integrated option to follow a company on a social network,",{"type":139,"content":2239},[2240],{"type":130,"content":2241},[2242],{"text":2243,"type":134},"Product presentations in 360-degree view,",{"type":139,"content":2245},[2246],{"type":130,"content":2247},[2248],{"text":2249,"type":134},"Product videos with content that the user can change themselves,",{"type":139,"content":2251},[2252],{"type":130,"content":2253},[2254],{"text":2255,"type":134},"Interactive video formats in which the user has various selection options, etc.",{"type":130},{"type":130,"content":2258},[2259],{"text":2260,"type":134},"The use of rich media content arouses the interest of users and increases the time spent on the website, which in turn can have a positive impact on search engine rankings.",{"type":130},{"type":130,"content":2263},[2264],{"text":2265,"type":134,"marks":2266},"Advantages",[2267],{"type":147},{"type":136,"content":2269},[2270,2276,2282,2288,2294],{"type":139,"content":2271},[2272],{"type":130,"content":2273},[2274],{"text":2275,"type":134},"More attention from users",{"type":139,"content":2277},[2278],{"type":130,"content":2279},[2280],{"text":2281,"type":134},"Opportunity for high-quality content",{"type":139,"content":2283},[2284],{"type":130,"content":2285},[2286],{"text":2287,"type":134},"Higher interaction",{"type":139,"content":2289},[2290],{"type":130,"content":2291},[2292],{"text":2293,"type":134},"Positive impact on search engine optimization",{"type":139,"content":2295},[2296],{"type":130,"content":2297},[2298],{"text":2299,"type":134},"Measurable user engagement (click and abandonment rates, how long a user watches a video, etc.)",{"type":130},{"type":130,"content":2302},[2303],{"text":2304,"type":134,"marks":2305},"Disadvantages",[2306],{"type":147},{"type":136,"content":2308},[2309,2315,2321],{"type":139,"content":2310},[2311],{"type":130,"content":2312},[2313],{"text":2314,"type":134},"Complex creation,",{"type":139,"content":2316},[2317],{"type":130,"content":2318},[2319],{"text":2320,"type":134},"If used too generously, there is a risk of user rejection,",{"type":139,"content":2322},[2323],{"type":130,"content":2324},[2325],{"text":2326,"type":134},"Technical requirements must be met, otherwise functionality may be limited","How to achieve more interaction on your website",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":2330},[2331],{"type":130,"content":2332},[2333],{"text":367,"marks":2334},[],[2336],{"_uid":2337,"title":2338,"ogImage":2339,"ogTitle":2338,"component":70,"description":2340,"ogDescription":2340},"e6582d01-b2f9-4d9e-84d9-0cde937c6076","We(r)binar: Rich Media Content",{"filename":18},"Find out how to achieve more interaction on your website in this blog post!",{"id":2342,"alt":18,"name":18,"focus":18,"title":18,"filename":2343,"copyright":18,"fieldtype":23,"is_external_url":25},7177063,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002Ff9d77436b9\u002Fwb_werbinar_richmediacontent.jpg",{"id":2342,"alt":18,"name":18,"focus":18,"title":18,"filename":2343,"copyright":18,"fieldtype":23,"is_external_url":25},"mehr-interaktionen-auf-der-webseite-mit-rich-media-content-ist-es-moeglich","en\u002Farticles\u002Fmehr-interaktionen-auf-der-webseite-mit-rich-media-content-ist-es-moeglich",460,[],"ddf328a0-e232-4a03-a660-7e323ba206cf","2023-04-06T12:57:45.527Z",[],"articles\u002Fmehr-interaktionen-auf-der-webseite-mit-rich-media-content-ist-es-moeglich",[2354],{"path":2352,"name":73,"lang":83,"published":73},{"name":2356,"created_at":2357,"published_at":2358,"updated_at":2359,"id":2360,"uuid":2361,"content":2362,"slug":2458,"full_slug":2459,"sort_by_date":73,"position":2460,"tag_list":2461,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":2462,"first_published_at":2463,"release_id":73,"lang":83,"path":73,"alternates":2464,"default_full_slug":2465,"translated_slugs":2466},"Perfekte Anordnung der Natur","2024-04-04T14:09:13.998Z","2024-11-11T14:39:02.863Z","2024-11-11T14:39:02.896Z",473004199,"ba92a991-b8de-476a-bfff-3a0f7f871b9a",{"_uid":2363,"body":2364,"text":2365,"title":2440,"ctaLink":2441,"ctaText":2442,"pageSeo":2448,"category":828,"ctaLabel":376,"ctaTitle":377,"cardImage":2454,"component":27,"coverImage":2457,"ctaSubTitle":382},"1efe106a-87c5-4902-8731-132aaf9aee0a",[],{"type":127,"content":2366},[2367,2380,2381,2390,2391,2416,2417,2426],{"type":130,"content":2368},[2369,2371,2372,2374,2378],{"text":2370,"type":134},"Scientists and artists have long been fascinated by the enigmatic golden ratio.",{"type":252},{"text":2373,"type":134},"The mathematical ",{"text":2375,"type":134,"marks":2376},"Division ratio",[2377],{"type":147},{"text":2379,"type":134},"which has its origins in nature, can be found in the shell of a snail and even the arrangement of the seeds of a sunflower. It can be observed all around us, even in the shape of our DNA spiral. Even the human face is subject to this division.",{"type":130},{"type":130,"content":2382},[2383,2387,2388],{"text":2384,"type":134,"marks":2385},"But what exactly is it now?",[2386],{"type":147},{"type":252},{"text":2389,"type":134},"Division is usually understood to mean the destruction of the whole. But the exact opposite happens when you divide something in the golden ratio. There is a division and a relation back to the whole in an impressive way. If you divide a distance into two parts, of which the smaller part relates to the larger part in the same way as the larger part relates to the whole, this is known as the golden ratio.",{"type":130},{"type":130,"content":2392},[2393,2395,2399,2401,2405,2407,2408,2410,2414],{"text":2394,"type":134},"The division ratio of the golden ratio has a particularly ",{"text":2396,"type":134,"marks":2397},"harmonious ",[2398],{"type":147},{"text":2400,"type":134},"and ",{"text":2402,"type":134,"marks":2403},"balanced",[2404],{"type":147},{"text":2406,"type":134},". This is why this idealized proportioning is often used in art, by photographers and designers.",{"type":252},{"text":2409,"type":134},"Many famous artists, such as Raphael, Leonardo Da Vinci and Albrecht Dürer, used the principle of \"proportio divina\" because they recognized that pictorial compositions, buildings and other structures were particularly harmonious, natural and aesthetically pleasing due to the \"divine proportions\" ",{"text":2411,"type":134,"marks":2412},"aesthetic ",[2413],{"type":147},{"text":2415,"type":134},"perceived as particularly harmonious, natural and aesthetic.",{"type":130},{"type":130,"content":2418},[2419,2423,2424],{"text":2420,"type":134,"marks":2421},"From logos to photography",[2422],{"type":147},{"type":252},{"text":2425,"type":134},"In fact, not only historical paintings but also modern brands make use of the fascinating aspect ratio. For example, the logos of Apple, Twitter and Toyota use the golden ratio.",{"type":130,"content":2427},[2428,2429,2431,2432,2434,2438],{"type":252},{"text":2430,"type":134},"Designers can also use the golden ratio as a guide when designing advertising material.",{"type":252},{"text":2433,"type":134},"The rule of thirds serves as a simplified form, in which an image on a ",{"text":2435,"type":134,"marks":2436},"3x3 grid",[2437],{"type":147},{"text":2439,"type":134}," is aligned. The most important elements are placed on the intersecting axes. It draws attention to the elements placed there. It is only important that not all axes are used in this way, but only one or two, otherwise the focus is lost.","Perfect arrangement of nature",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":2443},[2444],{"type":130,"content":2445},[2446],{"text":367,"marks":2447},[],[2449],{"_uid":2450,"title":2451,"ogImage":2452,"ogTitle":2451,"component":70,"description":2453,"ogDescription":2453},"3ae557ee-d3c4-4b03-a7ae-9bd437c061e4","We(r)binar: The golden ratio",{"filename":18},"The perfect arrangement of nature. Find out what that is in this blog post!",{"id":2455,"alt":18,"name":18,"focus":18,"title":18,"filename":2456,"copyright":18,"fieldtype":23,"is_external_url":25},7177045,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002F2c09734c44\u002Fwb_werbinar_goldener-schnitt.jpg",{"id":2455,"alt":18,"name":18,"focus":18,"title":18,"filename":2456,"copyright":18,"fieldtype":23,"is_external_url":25},"perfekte-anordnung-der-natur","en\u002Farticles\u002Fperfekte-anordnung-der-natur",450,[],"765f1931-c540-4b51-97f8-5175467899c8","2023-04-06T12:37:18.865Z",[],"articles\u002Fperfekte-anordnung-der-natur",[2467],{"path":2465,"name":73,"lang":83,"published":73},{"name":2469,"created_at":2470,"published_at":2471,"updated_at":2472,"id":2473,"uuid":2474,"content":2475,"slug":2686,"full_slug":2687,"sort_by_date":73,"position":2688,"tag_list":2689,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":2690,"first_published_at":2691,"release_id":73,"lang":83,"path":73,"alternates":2692,"default_full_slug":2693,"translated_slugs":2694},"Marketing im Wandel der Zeit","2024-04-04T14:09:12.653Z","2024-11-11T14:39:02.560Z","2024-11-11T14:39:02.592Z",473004098,"16f42de2-61dc-477f-b433-7c4789cb473f",{"_uid":2476,"body":2477,"text":2478,"title":2668,"ctaLink":2669,"ctaText":2670,"pageSeo":2676,"category":375,"ctaLabel":376,"ctaTitle":377,"cardImage":2682,"component":27,"coverImage":2685,"ctaSubTitle":382},"1a915c31-a2bc-4d58-a2e8-3642574dd55f",[],{"type":127,"content":2479},[2480,2487,2488,2498,2502,2503,2513,2520,2521,2531,2535,2536,2546,2553,2554,2564,2568,2569,2579,2583,2584,2594,2606,2607,2632,2633,2658],{"type":130,"content":2481},[2482,2484,2485],{"text":2483,"type":134},"From the 1950s to the 1990s, classic advertising had cult status.",{"type":252},{"text":2486,"type":134},"However, the greater the variety of products became, the more intensively companies had to deal with advertising in an attempt to win over customers. The development of marketing progressed rapidly during this time. It can be divided into seven phases:",{"type":130},{"type":136,"content":2489},[2490],{"type":139,"content":2491},[2492],{"type":130,"content":2493},[2494],{"text":2495,"type":134,"marks":2496},"1950s: Product orientation",[2497],{"type":147},{"type":130,"content":2499},[2500],{"text":2501,"type":134},"The economic boom slowly began after the war years. Advertising was not yet necessary at this time, as companies were only forced to convince customers when supply exceeded demand. Marketing did not yet exist in this sense - the focus was on boosting and optimizing production.",{"type":130},{"type":136,"content":2504},[2505],{"type":139,"content":2506},[2507],{"type":130,"content":2508},[2509],{"text":2510,"type":134,"marks":2511},"1960s: Sales orientation",[2512],{"type":147},{"type":130,"content":2514},[2515,2517,2518],{"text":2516,"type":134},"Now that supply and demand had roughly converged, companies began to concentrate on selling their products.",{"type":252},{"text":2519,"type":134},"In most cases, the focus was on the pure presentation and naming of the product in order to familiarize consumers with it. Emotional foundations for brands were built here.",{"type":130},{"type":136,"content":2522},[2523],{"type":139,"content":2524},[2525],{"type":130,"content":2526},[2527],{"text":2528,"type":134,"marks":2529},"1970s: Market orientation",[2530],{"type":147},{"type":130,"content":2532},[2533],{"text":2534,"type":134},"At this time, companies began to define their markets and target groups and address them precisely.",{"type":130},{"type":136,"content":2537},[2538],{"type":139,"content":2539},[2540],{"type":130,"content":2541},[2542],{"text":2543,"type":134,"marks":2544},"1980s: Competitive orientation",[2545],{"type":147},{"type":130,"content":2547},[2548,2550,2551],{"text":2549,"type":134},"Competition for customers became increasingly fierce and in response to this, the unique selling proposition (USP) of products became the focus of attention in the 1980s.",{"type":252},{"text":2552,"type":134},"The best example of this is the Duracell bunny. It \"runs and runs and runs\", leaving all other batteries far behind.",{"type":130},{"type":136,"content":2555},[2556],{"type":139,"content":2557},[2558],{"type":130,"content":2559},[2560],{"text":2561,"type":134,"marks":2562},"1990s: Environment orientation",[2563],{"type":147},{"type":130,"content":2565},[2566],{"text":2567,"type":134},"Technologies such as the PC saw the light of day at this time and, for the first time, environmental awareness became an issue for the general public. For the first time, advertising focused not only on a product and its immediate benefits, but also on the additional importance of life and the concerns of customers.",{"type":130},{"type":136,"content":2570},[2571],{"type":139,"content":2572},[2573],{"type":130,"content":2574},[2575],{"text":2576,"type":134,"marks":2577},"From 2000: Dialogue orientation",[2578],{"type":147},{"type":130,"content":2580},[2581],{"text":2582,"type":134},"The age of online marketing began with the Internet. For the first time, it was now possible to make advertising interactive. Thanks to chats and emails, advertising was no longer necessarily one-sided, but opened up the dialog between customer and company.",{"type":130},{"type":136,"content":2585},[2586],{"type":139,"content":2587},[2588],{"type":130,"content":2589},[2590],{"text":2591,"type":134,"marks":2592},"From 2010: Network orientation",[2593],{"type":147},{"type":130,"content":2595},[2596,2598,2604],{"text":2597,"type":134},"Thanks to the booming social networks, the exchange between companies and customers became even more direct. This was also due to completely new formats such as ",{"text":2599,"type":134,"marks":2600},"Influencer marketing",[2601],{"type":184,"attrs":2602},{"href":2603,"uuid":18,"anchor":18,"custom":18,"target":187,"linktype":41},"\u002Fblog\u002Finfluencer-marketing\u002F",{"text":2605,"type":134},". From then on, advertising should no longer feel like advertising, but be perceived as added value and welcome information.",{"type":130},{"type":130,"content":2608},[2609,2611,2614,2621,2624,2626,2627,2629,2630],{"text":2610,"type":134},"Whereas advertising used to be the only marketing measure that had to pursue all marketing objectives such as customer loyalty, branding, etc., today it is used almost exclusively for pure sales. Aspects such as emotionalization or loyalty are now supported by inbound marketing in the form of SEO, social media and",{"text":871,"type":134,"marks":2612},[2613],{"type":147},{"text":2615,"type":134,"marks":2616},"Content marketing",[2617,2620],{"type":184,"attrs":2618},{"href":2619,"uuid":18,"anchor":18,"custom":18,"target":187,"linktype":41},"\u002Fblog\u002Fcontent-marketing\u002F",{"type":147},{"text":871,"type":134,"marks":2622},[2623],{"type":147},{"text":2625,"type":134},"are served.",{"type":252},{"text":2628,"type":134},"The significant changes in the way marketing is viewed also mean that its core tasks have shifted. For a long time, the undisputed focus was on the product and its design, pricing, promotion through communication and image and placement, i.e. sales as instruments.",{"type":252},{"text":2631,"type":134},"These approaches have changed in the direction of the customer. Today, consumers are an active part of product development and added value must always be actively and comprehensibly communicated. Today, pricing must be in proportion to recognizable product value and product image.",{"type":130},{"type":130,"content":2634},[2635,2639,2640,2642,2643,2644,2646,2649,2656],{"text":2636,"type":134,"marks":2637},"The journey continues",[2638],{"type":147},{"type":252},{"text":2641,"type":134},"Marketing has been constantly changing ever since it was invented. But never as profoundly as it has changed with the spread of the internet. While for decades marketing was understood in terms of product orientation, in the last 15 years or so it has evolved from customer orientation to a holistic customer view.",{"type":252},{"type":252},{"text":2645,"type":134},"To this day, the adaptation to the new communication channels and media consumption brought about by the digital age is far from complete. We are constantly faced with new challenges such as dependence on opaque algorithms, new disciplines such as",{"text":871,"type":134,"marks":2647},[2648],{"type":147},{"text":2650,"type":134,"marks":2651},"SEO and SEA",[2652,2655],{"type":184,"attrs":2653},{"href":2654,"uuid":18,"anchor":18,"custom":18,"target":187,"linktype":41},"\u002Fblog\u002Funterschied_seo_und_sea\u002F",{"type":147},{"text":2657,"type":134},"as well as huge amounts of data to manage. The general massive increase in the complexity of opportunities makes it incredibly exciting to follow where marketing is heading.",{"type":130,"content":2659},[2660,2662,2666],{"text":2661,"type":134},"Just like the quote from Jon Kabat-Zinn: \"",{"text":2663,"type":134,"marks":2664},"You can't stop the waves, but you can learn to surf.",[2665],{"type":147},{"text":2667,"type":134},"\"","Marketing through the ages",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":2671},[2672],{"type":130,"content":2673},[2674],{"text":367,"marks":2675},[],[2677],{"_uid":2678,"title":2679,"ogImage":2680,"ogTitle":2679,"component":70,"description":2681,"ogDescription":2681},"bcd9616e-becd-414b-858c-3e33f35b1c5a","We(r)binar: Marketing through the ages",{"filename":18},"How has it changed and where is the journey heading?",{"id":2683,"alt":18,"name":18,"focus":18,"title":18,"filename":2684,"copyright":18,"fieldtype":23,"is_external_url":25},7177025,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002Fc7d7201f04\u002Fwb_werbinar_marketing-im-wandel-der-zeit.jpg",{"id":2683,"alt":18,"name":18,"focus":18,"title":18,"filename":2684,"copyright":18,"fieldtype":23,"is_external_url":25},"marketing-im-wandel-der-zeit","en\u002Farticles\u002Fmarketing-im-wandel-der-zeit",440,[],"d6fda34b-002f-4627-923d-5dbeb025f189","2023-04-06T12:35:18.386Z",[],"articles\u002Fmarketing-im-wandel-der-zeit",[2695],{"path":2693,"name":73,"lang":83,"published":73},{"name":2697,"created_at":2698,"published_at":2699,"updated_at":2700,"id":2701,"uuid":2702,"content":2703,"slug":2931,"full_slug":2932,"sort_by_date":73,"position":2933,"tag_list":2934,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":2935,"first_published_at":2691,"release_id":73,"lang":83,"path":73,"alternates":2936,"default_full_slug":2937,"translated_slugs":2938},"Externes Employer Branding","2024-04-04T14:08:49.982Z","2024-11-11T14:38:57.150Z","2024-11-11T14:38:57.180Z",473003171,"7d858757-1e21-41e3-a531-d785f893d056",{"_uid":2476,"body":2704,"text":2705,"title":2910,"ctaLink":2911,"ctaText":2912,"pageSeo":2918,"category":375,"ctaLabel":376,"ctaTitle":377,"cardImage":2924,"component":27,"coverImage":2929,"ctaSubTitle":382},[],{"type":127,"content":2706},[2707,2714,2718,2722,2726,2731,2735,2739,2777,2778,2782,2787,2791,2795,2887,2888,2892,2903],{"type":2708,"attrs":2709,"content":2711},"heading",{"level":2710},3,[2712],{"text":2713,"type":134},"Why authenticity is the be-all and end-all",{"type":130,"content":2715},[2716],{"text":2717,"type":134},"Highlighting all possible positive aspects of an employer and using them as important points for your company may be quick and easy - but it can also quickly backfire.",{"type":130,"content":2719},[2720],{"text":2721,"type":134},"Everything that is carried to the outside world as a company must also be taken seriously. Otherwise, you may have quickly gained an employee, but you will quickly lose him or her again if the promised work does not match the actual work. Authenticity is therefore the be-all and end-all when it comes to employer branding. No ideal should be communicated to the outside world if it is not subsequently fulfilled, but rather the reality with the individual company benefits.",{"type":130,"content":2723},[2724],{"text":2725,"type":134},"Who is shown? Is it exclusively people in management roles or all employees? The more employee-centric the employer communication is both externally and internally, the more essential it is that people from all areas of the company are visible. This has two advantages: Internally, it strengthens the sense of belonging and identification with the employer brand, and externally, it paints an authentic and diverse picture of the people who make up and shape the company.",{"type":2708,"attrs":2727,"content":2728},{"level":2710},[2729],{"text":2730,"type":134},"Highlight important values for your target group",{"type":130,"content":2732},[2733],{"text":2734,"type":134},"Who is your company looking for and what is your target group looking for? As an employer, it is important to think carefully about your target group and take appropriate measures. Not everyone is interested in a high salary as a stand-alone feature. Some people may be more interested in flexible working hours and remote working. It can be particularly striking and helpful for the employer, for example, to look at the age groups and consider whether they are newcomers or experienced professionals.",{"type":130,"content":2736},[2737],{"text":2738,"type":134},"Important attractive features of a company can include",{"type":136,"content":2740},[2741,2747,2753,2759,2765,2771],{"type":139,"content":2742},[2743],{"type":130,"content":2744},[2745],{"text":2746,"type":134},"Further training opportunities",{"type":139,"content":2748},[2749],{"type":130,"content":2750},[2751],{"text":2752,"type":134},"Work-life balance offers",{"type":139,"content":2754},[2755],{"type":130,"content":2756},[2757],{"text":2758,"type":134},"Home office",{"type":139,"content":2760},[2761],{"type":130,"content":2762},[2763],{"text":2764,"type":134},"Flexible working time models",{"type":139,"content":2766},[2767],{"type":130,"content":2768},[2769],{"text":2770,"type":134},"Bonus models and premiums",{"type":139,"content":2772},[2773],{"type":130,"content":2774},[2775],{"text":2776,"type":134},"Benefits for employees",{"type":130},{"type":130,"content":2779},[2780],{"text":2781,"type":134},"Every company works with a mix of different attractiveness features. Successful employer branding is therefore always based on an analysis that assesses what is attractive about the company and what should be communicated to the outside world.",{"type":2708,"attrs":2783,"content":2784},{"level":2710},[2785],{"text":2786,"type":134},"Use relevant communication channels",{"type":130,"content":2788},[2789],{"text":2790,"type":134},"Once it has been determined what can be communicated to the outside world as a company, specific measures must then be planned and implemented. How, where and when should communication take place?",{"type":130,"content":2792},[2793],{"text":2794,"type":134},"Relevant measures and channels can be, for example",{"type":136,"content":2796},[2797,2803,2815,2824,2833,2842,2851,2860,2869,2878],{"type":139,"content":2798},[2799],{"type":130,"content":2800},[2801],{"text":2802,"type":134},"Website with separate careers page",{"type":139,"content":2804},[2805],{"type":130,"content":2806},[2807,2813],{"text":2808,"type":134,"marks":2809},"I",[2810],{"type":2811,"attrs":2812},"textStyle",{"color":18},{"text":2814,"type":134},"mage film or video",{"type":139,"content":2816},[2817],{"type":130,"content":2818},[2819],{"text":2820,"type":134,"marks":2821},"Social media platforms (Instagram, Facebook, LinkedIn, Xing etc.)",[2822],{"type":2811,"attrs":2823},{"color":18},{"type":139,"content":2825},[2826],{"type":130,"content":2827},[2828],{"text":2829,"type":134,"marks":2830},"Newsletters",[2831],{"type":2811,"attrs":2832},{"color":18},{"type":139,"content":2834},[2835],{"type":130,"content":2836},[2837],{"text":2838,"type":134,"marks":2839},"Application portals",[2840],{"type":2811,"attrs":2841},{"color":18},{"type":139,"content":2843},[2844],{"type":130,"content":2845},[2846],{"text":2847,"type":134,"marks":2848},"Apprentice, employee or career blog",[2849],{"type":2811,"attrs":2850},{"color":18},{"type":139,"content":2852},[2853],{"type":130,"content":2854},[2855],{"text":2856,"type":134,"marks":2857},"Career fairs",[2858],{"type":2811,"attrs":2859},{"color":18},{"type":139,"content":2861},[2862],{"type":130,"content":2863},[2864],{"text":2865,"type":134,"marks":2866},"Trade fairs",[2867],{"type":2811,"attrs":2868},{"color":18},{"type":139,"content":2870},[2871],{"type":130,"content":2872},[2873],{"text":2874,"type":134,"marks":2875},"Graduate fairs",[2876],{"type":2811,"attrs":2877},{"color":18},{"type":139,"content":2879},[2880],{"type":130,"content":2881},[2882],{"text":2883,"type":134,"marks":2884},"Evaluation portals",[2885],{"type":2811,"attrs":2886},{"color":18},{"type":130},{"type":130,"content":2889},[2890],{"text":2891,"type":134},"Depending on the target group, different platforms and approaches prove to be useful. Not every target group can be found on all channels. Especially when it comes to social media presence, timing also plays a major role. Launching a campaign at an inappropriate time may mean that it is quickly forgotten without generating much interest. The question of how to do this is also a decisive factor.",{"type":130,"content":2893},[2894,2896,2901],{"text":2895,"type":134},"How do I want to present myself as a company and how do I formulate my message around my attractive features?",{"text":2897,"type":134,"marks":2898},"  ",[2899],{"type":2811,"attrs":2900},{"color":18},{"text":2902,"type":134},"While a younger target group can be addressed in a more relaxed manner, people with many years of experience usually place more value on a professional approach. High-quality recruiting videos or image films also convey a different impression than company photos or employee photos.",{"type":130,"content":2904},[2905],{"text":2906,"type":134,"marks":2907},"Therefore, a comprehensive target group analysis creates a major advantage and simplifies the search for suitable channels and messages.",[2908],{"type":2811,"attrs":2909},{"color":18},"External employer branding",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":2913},[2914],{"type":130,"content":2915},[2916],{"text":367,"marks":2917},[],[2919],{"_uid":2920,"title":2921,"ogImage":2922,"ogTitle":2921,"component":70,"description":2923,"ogDescription":2923},"7498f798-e98d-4919-9062-c2419600b573","We(r)binar: Employer branding",{"filename":18},"What is employer branding and why is it becoming increasingly important? Read interesting facts about employer branding here.",{"id":2925,"alt":2926,"name":18,"focus":18,"title":18,"source":18,"filename":2927,"copyright":18,"fieldtype":23,"meta_data":2928,"is_external_url":25},10302186,"Externes Employer Branding Jobsuche","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F3360x1890\u002F55b53ab298\u002Fexternes-employer-branding.jpg",{},{"id":2925,"alt":2926,"name":18,"focus":18,"title":18,"source":18,"filename":2927,"copyright":18,"fieldtype":23,"meta_data":2930,"is_external_url":25},{},"externes-employer-branding","en\u002Farticles\u002Fexternes-employer-branding",280,[],"32f0b9df-74ed-4b3b-ac4f-931e42db3fb9",[],"articles\u002Fexternes-employer-branding",[2939],{"path":2937,"name":73,"lang":83,"published":73},{"name":2941,"created_at":2942,"published_at":2943,"updated_at":2944,"id":2945,"uuid":2946,"content":2947,"slug":3098,"full_slug":3099,"sort_by_date":73,"position":3100,"tag_list":3101,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":3102,"first_published_at":2691,"release_id":73,"lang":83,"path":73,"alternates":3103,"default_full_slug":3104,"translated_slugs":3105},"Das Employer Branding","2024-04-04T14:08:48.634Z","2024-11-11T14:38:56.822Z","2024-11-11T14:38:56.859Z",473003069,"960171d4-a4c2-46ed-9075-e7dc0b905872",{"_uid":2476,"body":2948,"text":2949,"title":1417,"ctaLink":3078,"ctaText":3079,"pageSeo":3085,"category":375,"ctaLabel":376,"ctaTitle":377,"cardImage":3090,"component":27,"coverImage":3096,"ctaSubTitle":382},[],{"type":127,"content":2950},[2951,2955,2959,2960,2967,2971,2975,2979,2983,2987,3007,3011,3012,3019,3023,3047,3050,3054],{"type":130,"content":2952},[2953],{"text":2954,"type":134},"This creates competition for the best talent and prompts companies to drive forward the development and maintenance of their employer brand.",{"type":130,"content":2956},[2957],{"text":2958,"type":134},"What should not be underestimated here is the counterpart to the external effect - the internal effect. This is because employee retention has a positive side effect: if the external image of an employer matches what it is actually like to work there, employees are also more likely to be motivated to make a recommendation - positive word of mouth is generated.",{"type":130},{"type":2708,"attrs":2961,"content":2962},{"level":2710},[2963],{"text":2964,"type":134,"marks":2965},"What does employer branding have to do with HR marketing?",[2966],{"type":147},{"type":130,"content":2968},[2969],{"text":2970,"type":134},"First of all, both have the same goal: to strengthen the employer brand in order to position the company as an attractive employer and attract the right employees.",{"type":130,"content":2972},[2973],{"text":2974,"type":134},"While HR marketing focuses on operational measures and active contact with applicants, employer branding builds the important, defining, strategic basis of the employer brand.",{"type":130,"content":2976},[2977],{"text":2978,"type":134},"Employer branding therefore includes a precise analysis of the initial situation and target groups, as well as the future direction of the company.",{"type":130,"content":2980},[2981],{"text":2982,"type":134},"Anonymous surveys or workshops can be used to determine the honest views of employees and clarify important questions.",{"type":130,"content":2984},[2985],{"text":2986,"type":134},"This process provides answers to the following questions:",{"type":136,"content":2988},[2989,2995,3001],{"type":139,"content":2990},[2991],{"type":130,"content":2992},[2993],{"text":2994,"type":134},"What does the employer stand for?",{"type":139,"content":2996},[2997],{"type":130,"content":2998},[2999],{"text":3000,"type":134},"Why should employees want to stay with them?",{"type":139,"content":3002},[3003],{"type":130,"content":3004},[3005],{"text":3006,"type":134},"Is the employer attractive to the talent it would like to attract?",{"type":130,"content":3008},[3009],{"text":3010,"type":134},"The answers to these and many other questions provide a basis for multi-layered measures with which the individual values of an employer can subsequently be communicated both internally and externally.",{"type":130},{"type":2708,"attrs":3013,"content":3014},{"level":2710},[3015],{"text":3016,"type":134,"marks":3017},"Financial benefits of employer branding",[3018],{"type":147},{"type":130,"content":3020},[3021],{"text":3022,"type":134},"At first glance, comprehensive employer branding, the development of an employer brand, looks very costly. It is, but the effort will pay off - not only quickly, but above all in the long term. To name just a small part of it, these successes can occur:",{"type":136,"content":3024},[3025,3036],{"type":139,"content":3026},[3027],{"type":130,"content":3028},[3029,3033,3034],{"text":3030,"type":134,"marks":3031},"A shortened \"time to hire\"",[3032],{"type":147},{"type":252},{"text":3035,"type":134},"This refers to the time between a vacancy becoming available and recruitment. There is also a lower bounce rate during the recruitment process.",{"type":139,"content":3037},[3038],{"type":130,"content":3039},[3040,3044,3045],{"text":3041,"type":134,"marks":3042},"Retaining employees",[3043],{"type":147},{"type":252},{"text":3046,"type":134},"Appreciation and an authentic employer brand that employees can identify with inspires loyalty, commitment and passion in people. This results in higher productivity, higher morale and lower employee turnover.",{"type":130,"content":3048},[3049],{"text":871,"type":134},{"type":130,"content":3051},[3052],{"text":3053,"type":134},"While it is certainly a very important factor, top talent today is looking for far more than just an attractive salary. Among other things, the workforce in 2023 is particularly looking for:",{"type":136,"content":3055},[3056,3067],{"type":139,"content":3057},[3058],{"type":130,"content":3059},[3060,3064,3065],{"text":3061,"type":134,"marks":3062},"Work-life balance & home office",[3063],{"type":147},{"type":252},{"text":3066,"type":134},"Working from home and more flexibility in terms of where and when they work will remain in place even after the coronavirus pandemic. The protective measures have been lifted, but the desire to remain flexible in everyday working life has remained. Experts assume that this change is here to stay. Increasing pressure to perform and the demand for more and more flexibility are just two aspects that are expected of employees. Balancing this with flexible working time models and\u002For working from home makes sense and can give employees a high degree of time autonomy.",{"type":139,"content":3068},[3069],{"type":130,"content":3070},[3071,3075,3076],{"text":3072,"type":134,"marks":3073},"A good working atmosphere",[3074],{"type":147},{"type":252},{"text":3077,"type":134},"It is important that managers take employees seriously and create the space to address issues. After all, after salary considerations, too much stress and a lack of satisfaction are the main reasons why people look for new jobs.",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":3080},[3081],{"type":130,"content":3082},[3083],{"text":367,"marks":3084},[],[3086],{"_uid":3087,"title":2921,"ogImage":3088,"ogTitle":2921,"component":70,"description":2923,"ogDescription":2923},"84f6e1e4-d515-42ec-8ea0-6a512c3ebce5",{"filename":3089},"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1920x1080\u002Fd66caac868\u002Fbilder-imagefilm_3-83-1.jpg",{"id":3091,"alt":3092,"name":18,"focus":18,"title":3093,"source":18,"filename":3094,"copyright":18,"fieldtype":23,"meta_data":3095,"is_external_url":25},10185581,"Zwei Arme, business-gekleidet, schütteln die Hände.","Werbinar_Das-Employer-Branding","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F5000x2813\u002Fae197b7f24\u002Fwerbinar_das-employer-branding.jpg",{},{"id":3091,"alt":3092,"name":18,"focus":18,"title":3093,"source":18,"filename":3094,"copyright":18,"fieldtype":23,"meta_data":3097,"is_external_url":25},{},"das-employer-branding","en\u002Farticles\u002Fdas-employer-branding",270,[],"0677b060-f22e-4a06-a483-d30031ad1b58",[],"articles\u002Fdas-employer-branding",[3106],{"path":3104,"name":73,"lang":83,"published":73},{"name":3108,"created_at":3109,"published_at":3110,"updated_at":3111,"id":3112,"uuid":3113,"content":3114,"slug":3201,"full_slug":3202,"sort_by_date":73,"position":3203,"tag_list":3204,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":3205,"first_published_at":2691,"release_id":73,"lang":83,"path":73,"alternates":3206,"default_full_slug":3207,"translated_slugs":3208},"Internes Employer Branding","2024-04-04T14:08:47.326Z","2024-11-11T14:38:56.494Z","2024-11-11T14:38:56.532Z",473003055,"b16d9db3-eac0-40bc-a075-d39234ded8a2",{"_uid":2476,"body":3115,"text":3116,"title":3182,"ctaLink":3183,"ctaText":3184,"pageSeo":3190,"category":375,"ctaLabel":376,"ctaTitle":377,"cardImage":3194,"component":27,"coverImage":3199,"ctaSubTitle":382},[],{"type":127,"content":3117},[3118,3122,3148,3153,3157,3161,3166,3170,3175],{"type":130,"content":3119},[3120],{"text":3121,"type":134},"The three main advantages of successful internal employer branding are:",{"type":136,"content":3123},[3124,3130,3136,3142],{"type":139,"content":3125},[3126],{"type":130,"content":3127},[3128],{"text":3129,"type":134},"Existing employees are usually a good choice when it comes to new specialist and management positions. They are familiar with basic company processes and therefore usually require a shorter onboarding process. In addition, internal promotion opportunities can be used to find other attractive features of the company and reduce resources for recruiting measures.",{"type":139,"content":3131},[3132],{"type":130,"content":3133},[3134],{"text":3135,"type":134},"Satisfied employees are much less likely to suddenly look for a new job if they lack nothing in their current job.",{"type":139,"content":3137},[3138],{"type":130,"content":3139},[3140],{"text":3141,"type":134},"Employees who work in a pleasant environment are more productive, sick less often and are also more committed to the company, for example by talking positively about their company.",{"type":139,"content":3143},[3144],{"type":130,"content":3145},[3146],{"text":3147,"type":134},"As a company, you can score points with applicants with satisfied employees, a pleasant working atmosphere and a low turnover rate.",{"type":2708,"attrs":3149,"content":3150},{"level":2710},[3151],{"text":3152,"type":134},"Use your own employees as brand ambassadors",{"type":130,"content":3154},[3155],{"text":3156,"type":134},"The best proof of a pleasant and desirable workplace is still your own employees. No matter how attractive the features are communicated to the outside world, if the existing team members are not convincing and appear dissatisfied, skepticism will almost always prevail.",{"type":130,"content":3158},[3159],{"text":3160,"type":134},"The exchange with people in the company usually speaks volumes. True satisfaction is visible on social media, at trade fairs or in everyday working life and has a significant influence on applicants' decisions. In addition, satisfied employees are happy to talk to others about their company and its positive characteristics, even on their own initiative. This in turn leads to the company attracting attention and interested applicants submitting an application, even without specific measures.",{"type":2708,"attrs":3162,"content":3163},{"level":2710},[3164],{"text":3165,"type":134},"Clearly defined corporate values and culture",{"type":130,"content":3167},[3168],{"text":3169,"type":134},"However, in order to get your own employees on board, you first need to clarify what specific values, attitudes and goals make up the company. Managers should define these as clearly as possible, and these values often need to be collected first. The next step is to communicate them across the various levels and make the corporate culture tangible for everyone. If your own employees know about it, they can also pass it on to outsiders and independently interest potential applicants in the company.",{"type":2708,"attrs":3171,"content":3172},{"level":2710},[3173],{"text":3174,"type":134},"Conclusion",{"type":130,"content":3176},[3177],{"text":3178,"type":134,"marks":3179},"Internal employer branding is fundamental to successful external employer branding. In order to guarantee an authentic image, internal factors must be taken into account and be consistent with external communication. It is important to always involve the entire company across the various roles and levels and allow them to participate in the corporate culture. Only in this way can it be understood and fully lived.",[3180],{"type":2811,"attrs":3181},{"color":18},"Internal employer branding",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":3185},[3186],{"type":130,"content":3187},[3188],{"text":367,"marks":3189},[],[3191],{"_uid":3192,"title":2921,"ogImage":3193,"ogTitle":2921,"component":70,"description":2923,"ogDescription":2923},"0ffcb7e1-5b17-4015-aebd-32de6e5ad9cc",{"filename":18},{"id":3195,"alt":3196,"name":18,"focus":18,"title":18,"source":18,"filename":3197,"copyright":18,"fieldtype":23,"meta_data":3198,"is_external_url":25},10302252,"Internes Employer Branding Arbeitsumfeld","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F4128x2322\u002F4b5c069ebf\u002Finternes-employer-branding.jpg",{},{"id":3195,"alt":3196,"name":18,"focus":18,"title":18,"source":18,"filename":3197,"copyright":18,"fieldtype":23,"meta_data":3200,"is_external_url":25},{},"internes-employer-branding","en\u002Farticles\u002Finternes-employer-branding",260,[],"317d106b-379f-4293-9fc4-17642aa7480c",[],"articles\u002Finternes-employer-branding",[3209],{"path":3207,"name":73,"lang":83,"published":73},{"name":3211,"created_at":3212,"published_at":3213,"updated_at":3214,"id":3215,"uuid":3216,"content":3217,"slug":3263,"full_slug":3264,"sort_by_date":73,"position":3265,"tag_list":3266,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":3267,"first_published_at":3268,"release_id":73,"lang":83,"path":73,"alternates":3269,"default_full_slug":3270,"translated_slugs":3271},"Was ist ein Impressum und wer braucht eins?","2024-04-04T14:09:11.423Z","2024-11-11T14:39:02.191Z","2024-11-11T14:39:02.239Z",473004071,"dd0e44cb-0bd4-4a76-99a1-39c090c16724",{"_uid":3218,"body":3219,"text":3220,"title":3245,"ctaLink":3246,"ctaText":3247,"pageSeo":3253,"category":1136,"ctaLabel":376,"ctaTitle":377,"cardImage":3259,"component":27,"coverImage":3262,"ctaSubTitle":382},"a574db02-d467-44a3-96f7-40c9acdb4034",[],{"type":127,"content":3221},[3222,3229,3230,3234],{"type":130,"content":3223},[3224,3226,3227],{"text":3225,"type":134},"The legal notice provides information about who is responsible for the content of the aforementioned media and who wrote it.",{"type":252},{"text":3228,"type":134},"It contains certain information about website administrators, including personal data such as names, addresses and contact details. For example, you can find out from the legal notice who created the design, who created certain texts or graphics, where certain images come from, etc.",{"type":130},{"type":130,"content":3231},[3232],{"text":3233,"type":134},"The content of the legal notice is subject to strict regulations and it is largely mandatory to keep one. In Austria, several laws deal with the so-called imprint obligation for websites.",{"type":130,"content":3235},[3236,3240,3242,3243],{"text":3237,"type":134,"marks":3238},"In principle, the following applies:",[3239],{"type":147},{"text":3241,"type":134}," no matter how high the probability of legal consequences is, it makes sense in any case to include a complete imprint on a website. This is because it increases the credibility and trustworthiness of a website.",{"type":252},{"text":3244,"type":134},"Printed works that are published periodically, i.e. 4 times a year, also fall under the imprint obligation. Examples of this are club newspapers, customer magazines, etc.","What is an imprint and who needs one?",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":3248},[3249],{"type":130,"content":3250},[3251],{"text":367,"marks":3252},[],[3254],{"_uid":3255,"title":3256,"ogImage":3257,"ogTitle":3256,"component":70,"description":3258,"ogDescription":3258},"e04dcae0-4a92-4b33-91be-3dd47a2015c1","We(r)binar: What is an imprint, who needs one?",{"filename":18},"Find out everything you need to know about the legal notice in this blog post!",{"id":3260,"alt":18,"name":18,"focus":18,"title":18,"filename":3261,"copyright":18,"fieldtype":23,"is_external_url":25},7177007,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002Fc7f84025a8\u002Fwb_werbinar_impressum.jpg",{"id":3260,"alt":18,"name":18,"focus":18,"title":18,"filename":3261,"copyright":18,"fieldtype":23,"is_external_url":25},"was-ist-ein-impressum-und-wer-braucht-eins","en\u002Farticles\u002Fwas-ist-ein-impressum-und-wer-braucht-eins",430,[],"d9a5feb7-c5e6-43ec-bca4-59b24f3bc1b1","2023-04-06T12:31:45.296Z",[],"articles\u002Fwas-ist-ein-impressum-und-wer-braucht-eins",[3272],{"path":3270,"name":73,"lang":83,"published":73},{"name":3274,"created_at":3275,"published_at":3276,"updated_at":3277,"id":3278,"uuid":3279,"content":3280,"slug":3586,"full_slug":3587,"sort_by_date":73,"position":3588,"tag_list":3589,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":3590,"first_published_at":3591,"release_id":73,"lang":83,"path":73,"alternates":3592,"default_full_slug":3593,"translated_slugs":3594},"Die Szenariotechnik im Marketing","2024-04-04T14:09:08.668Z","2024-11-11T14:39:01.523Z","2024-11-11T14:39:01.587Z",473003972,"87624826-67d1-448d-bfe0-4fcfeefc6e92",{"_uid":3281,"body":3282,"text":3283,"title":3568,"ctaLink":3569,"ctaText":3570,"pageSeo":3576,"category":375,"ctaLabel":376,"ctaTitle":377,"cardImage":3582,"component":27,"coverImage":3585,"ctaSubTitle":382},"5b01d30b-93f7-4099-abf0-3b5fa6b5f4cf",[],{"type":127,"content":3284},[3285,3301,3302,3330,3331,3341,3351,3352,3362,3370,3374,3375,3388,3389,3407,3408,3409,3419,3429,3430,3435,3436,3446,3459,3460,3470,3486,3487,3497,3501,3502,3512,3516,3517,3527,3537,3538,3548,3555,3556],{"type":130,"content":3286},[3287,3289,3290,3292,3293,3295,3299],{"text":3288,"type":134},"Scenarios are ideas of how things could look in the future.",{"type":252},{"text":3291,"type":134},"The use of scenario technology helps to better control the future developments and actions of a company. Images of the future can thus be systematically developed and changes can be prepared for well in advance.",{"type":252},{"text":3294,"type":134},"Modern marketing currently emphasizes reacting to new market influences. It is precisely this flexible and rapid action in the market that requires particularly intensive planning. The ",{"text":3296,"type":134,"marks":3297},"\"be prepared for all eventualities\"",[3298],{"type":147},{"text":3300,"type":134}," involves thinking through and analyzing different situations. A plan B, of plan B, and a plan B of plan B. Something like this.",{"type":130},{"type":130,"content":3303},[3304,3306,3310,3312,3316,3318,3319,3321,3325,3327,3328],{"text":3305,"type":134},"A positive projection is also called ",{"text":3307,"type":134,"marks":3308},"\"best case\"",[3309],{"type":147},{"text":3311,"type":134}," and shows the ideal course of events, while a negative projection, the ",{"text":3313,"type":134,"marks":3314},"\"worst case\"",[3315],{"type":147},{"text":3317,"type":134}," projects the worst and most unfavorable assumption.",{"type":252},{"text":3320,"type":134},"There are also other scenarios, such as the trend projection - known as the ",{"text":3322,"type":134,"marks":3323},"\"Most Likely Case\"",[3324],{"type":147},{"text":3326,"type":134},". As the name suggests, this represents the most probable course of events that is highly likely to occur.",{"type":252},{"text":3329,"type":134},"The analysis and evaluation of these scenarios is used to develop strategies and measures for further action.",{"type":130},{"type":136,"content":3332},[3333],{"type":139,"content":3334},[3335],{"type":130,"content":3336},[3337],{"text":3338,"type":134,"marks":3339},"For which areas can this technique be used?",[3340],{"type":147},{"type":130,"content":3342},[3343,3345,3346,3348,3349],{"text":3344,"type":134},"The answer is quite simple, because:",{"type":252},{"text":3347,"type":134},"The scenario technique can be used for entire projects, for a phase or even a single task. It can therefore be broken down to the smallest detail.",{"type":252},{"text":3350,"type":134},"The forecasting method is also frequently used in politics, science and business for strategic planning.",{"type":130},{"type":136,"content":3353},[3354],{"type":139,"content":3355},[3356],{"type":130,"content":3357},[3358],{"text":3359,"type":134,"marks":3360},"Advantages:",[3361],{"type":147},{"type":130,"content":3363},[3364,3368],{"text":3365,"type":134,"marks":3366},"Can be used flexibly:",[3367],{"type":147},{"text":3369,"type":134}," Scenarios can be developed at any stage of the project and on almost any topic.",{"type":130,"content":3371},[3372],{"text":3373,"type":134},"The scenarios explain opportunities and risks and thus support the strategic planning of the entire company. The scenario technique also creates transparency and traceability in the project.",{"type":130},{"type":130,"content":3376},[3377,3379,3383,3385,3386],{"text":3378,"type":134},"Through the ",{"text":3380,"type":134,"marks":3381},"early detection",[3382],{"type":147},{"text":3384,"type":134}," influences on the project, preventive action can be taken.",{"type":252},{"text":3387,"type":134},"This means that potential problems can be addressed at the project planning stage and taken into account in the planning.",{"type":130},{"type":130,"content":3390},[3391,3395,3397,3398,3400,3401,3403],{"text":3392,"type":134,"marks":3393},"Wrong decisions ",[3394],{"type":147},{"text":3396,"type":134},"can be avoided thanks to the forecasts. They predict in detail how influencing factors will affect the outcome.",{"type":252},{"text":3399,"type":134},"But: It is not a crystal ball.",{"type":252},{"text":3402,"type":134},"It is not about predicting the future in as much detail as possible, but about combining the most diverse possible developments to create images of the future. Basically, the answer is:",{"text":3404,"type":134,"marks":3405}," \"What if...?\"",[3406],{"type":147},{"type":130},{"type":130},{"type":136,"content":3410},[3411],{"type":139,"content":3412},[3413],{"type":130,"content":3414},[3415],{"text":3416,"type":134,"marks":3417},"A funnel on a timeline",[3418],{"type":147},{"type":130,"content":3420},[3421,3423,3424,3426,3427],{"text":3422,"type":134},"A visualization of several alternative ideas of the future and the ways to get there is illustrated with a funnel lying from the starting point.",{"type":252},{"text":3425,"type":134},"You can imagine it like this:",{"type":252},{"text":3428,"type":134},"The current starting point of your project is the narrow part of the funnel. The situation there is relatively clear and manageable. The view from the current state, i.e. the narrow part of the funnel, becomes wider and wider from the present to the future. This is because unforeseeable influences and developments naturally increase in the future, which is visualized in the growing radius of the funnel.",{"type":130},{"type":130,"content":3431},[3432,3433],{"type":252},{"text":3434,"type":134},"The structure for developing the scenario technique is divided into 6 phases.",{"type":130},{"type":136,"content":3437},[3438],{"type":139,"content":3439},[3440],{"type":130,"content":3441},[3442],{"text":3443,"type":134,"marks":3444},"Phase 1: Description of the current situation",[3445],{"type":147},{"type":130,"content":3447},[3448,3450,3451,3453,3454,3456,3457],{"text":3449,"type":134},"The initial situation and objectives of the project are described in detail here. The most important questions to be answered are",{"type":252},{"text":3452,"type":134},"What is the project about?",{"type":252},{"text":3455,"type":134},"What are the challenges?",{"type":252},{"text":3458,"type":134},"What is the current situation?",{"type":130},{"type":136,"content":3461},[3462],{"type":139,"content":3463},[3464],{"type":130,"content":3465},[3466],{"text":3467,"type":134,"marks":3468},"Phase 2: Influencing factors",[3469],{"type":147},{"type":130,"content":3471},[3472,3474,3475,3477,3478,3480,3481,3483,3484],{"text":3473,"type":134},"This step is about collecting influencing factors and determining their influence on the project. Important questions that are worked out here:",{"type":252},{"text":3476,"type":134},"What promotes the project?",{"type":252},{"text":3479,"type":134},"What inhibits it?",{"type":252},{"text":3482,"type":134},"Costs, human resources and competitors?",{"type":252},{"text":3485,"type":134},"A mind map is a simple and clear way of working through this phase.",{"type":130},{"type":136,"content":3488},[3489],{"type":139,"content":3490},[3491],{"type":130,"content":3492},[3493],{"text":3494,"type":134,"marks":3495},"Phase 3: Figures, data and facts",[3496],{"type":147},{"type":130,"content":3498},[3499],{"text":3500,"type":134},"Concrete figures, data and facts are assigned to phase 2. The aim of this phase is to enrich the model with facts in such a way that a development over time becomes recognizable.",{"type":130},{"type":136,"content":3503},[3504],{"type":139,"content":3505},[3506],{"type":130,"content":3507},[3508],{"text":3509,"type":134,"marks":3510},"Phase 4: Scenario development",[3511],{"type":147},{"type":130,"content":3513},[3514],{"text":3515,"type":134},"The heart of the method. Based on the previous steps, two \"extreme scenarios\" are first developed here: positive and negative. The trend scenario already mentioned is the \"business as usual\" scenario and therefore plays a less interesting role here. The presentation of the two scenarios should be as clear as possible.",{"type":130},{"type":136,"content":3518},[3519],{"type":139,"content":3520},[3521],{"type":130,"content":3522},[3523],{"text":3524,"type":134,"marks":3525},"Phase 5: Evaluate",[3526],{"type":147},{"type":130,"content":3528},[3529,3531,3532,3534,3535],{"text":3530,"type":134},"Which are the most likely scenarios?",{"type":252},{"text":3533,"type":134},"Which are extremely unlikely?",{"type":252},{"text":3536,"type":134},"This is where a ranking is determined and which scenarios will be used in the final phase.",{"type":130},{"type":136,"content":3539},[3540],{"type":139,"content":3541},[3542],{"type":130,"content":3543},[3544],{"text":3545,"type":134,"marks":3546},"Phase 6: Measures",[3547],{"type":147},{"type":130,"content":3549},[3550,3552,3553],{"text":3551,"type":134},"The final phase consists of deriving measures and activities from the probable scenarios. Starting points that influence the outlined development are developed here.",{"type":252},{"text":3554,"type":134},"Who can do what specifically to drive the development forward?",{"type":130},{"type":130,"content":3557},[3558,3562,3563,3565,3566],{"text":3559,"type":134,"marks":3560},"Conclusion:",[3561],{"type":147},{"type":252},{"text":3564,"type":134},"The forecasts provide certainty about the future, because if you are prepared for everything - what could possibly go wrong? in 99% of cases (with really precise planning) you are prepared for all eventualities, but something can always happen that you could not have foreseen. When has the weather forecast, which looks weeks or even months into the future, ever been 100% correct?",{"type":252},{"text":3567,"type":134},"As already mentioned, the scenario technique is not a crystal ball that shows you the future. Nevertheless, it can be steered in certain directions and possible scenarios can be considered. Like a crossroads, it points out some paths on which we may be able to recognize obstacles from a distance. You become aware of them even before you have chosen the path.","The scenario technique in marketing",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":3571},[3572],{"type":130,"content":3573},[3574],{"text":367,"marks":3575},[],[3577],{"_uid":3578,"title":3579,"ogImage":3580,"ogTitle":3579,"component":70,"description":3581,"ogDescription":3581},"1767a9ed-0a54-48a3-a3b4-15055a827eb7","We(r)binar: Scenario technique in marketing",{"filename":18},"What is the scenario technique, what are its advantages and disadvantages?",{"id":3583,"alt":18,"name":18,"focus":18,"title":18,"filename":3584,"copyright":18,"fieldtype":23,"is_external_url":25},7176974,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F7360x4140\u002Febc2bf5b7f\u002Fwb_werbinar_szenariotechnik-als-marketingstrategie_63285d47ede6e.jpg",{"id":3583,"alt":18,"name":18,"focus":18,"title":18,"filename":3584,"copyright":18,"fieldtype":23,"is_external_url":25},"die-szenariotechnik-im-marketing","en\u002Farticles\u002Fdie-szenariotechnik-im-marketing",410,[],"345904bc-4bcd-4751-a469-70f292ad66be","2023-04-06T12:29:05.877Z",[],"articles\u002Fdie-szenariotechnik-im-marketing",[3595],{"path":3593,"name":73,"lang":83,"published":73},{"name":3597,"created_at":3598,"published_at":3599,"updated_at":3600,"id":3601,"uuid":3602,"content":3603,"slug":3715,"full_slug":3716,"sort_by_date":73,"position":3717,"tag_list":3718,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":3719,"first_published_at":3720,"release_id":73,"lang":83,"path":73,"alternates":3721,"default_full_slug":3722,"translated_slugs":3723},"Unternehmen und ihre Agenturen: Warum eine langfristige Partnerschaft dein Unternehmen zum Erfolg führt","2024-04-04T14:09:07.429Z","2024-11-11T14:39:01.203Z","2024-11-11T14:39:01.229Z",473003954,"3b611009-248b-4c4b-8d94-40517237f06d",{"_uid":3604,"body":3605,"text":3606,"title":3696,"ctaLink":3697,"ctaText":3698,"pageSeo":3704,"category":3710,"ctaLabel":376,"ctaTitle":377,"cardImage":3711,"component":27,"coverImage":3714,"ctaSubTitle":382},"b957d554-56bd-47d0-a4ab-ea39789b0013",[],{"type":127,"content":3607},[3608,3618,3622,3623,3633,3637,3638,3648,3652,3653,3663,3667,3668,3678,3682,3683,3692],{"type":136,"content":3609},[3610],{"type":139,"content":3611},[3612],{"type":130,"content":3613},[3614],{"text":3615,"type":134,"marks":3616},"A personal contact person",[3617],{"type":147},{"type":130,"content":3619},[3620],{"text":3621,"type":134},"A brilliant new marketing idea and then you first have to find an agency to implement it? That means a lot of time, effort and nerves - because you want to find the right partner for your company. However, if you have already implemented a past project with a particular marketing agency, you are more likely to return to them anyway. This way, new ideas can be brought directly to a direct contact person without having to use up significant company resources.",{"type":130},{"type":136,"content":3624},[3625],{"type":139,"content":3626},[3627],{"type":130,"content":3628},[3629],{"text":3630,"type":134,"marks":3631},"There is no need to get to know each other",[3632],{"type":147},{"type":130,"content":3634},[3635],{"text":3636,"type":134},"When a company or agency embarks on its first project with a new partner, the first step is to get to know each other. What makes the company special? Who is the target group? And how are the internal processes organized? These are just a few of the questions that need to be answered in the initial briefing phase. If, on the other hand, there is already an established partnership, communication is usually a routine matter and both parties can jump straight into the project phase. The briefing can therefore be drastically shortened and projects can be completed more quickly.",{"type":130},{"type":136,"content":3639},[3640],{"type":139,"content":3641},[3642],{"type":130,"content":3643},[3644],{"text":3645,"type":134,"marks":3646},"Nobody knows you like your agency",[3647],{"type":147},{"type":130,"content":3649},[3650],{"text":3651,"type":134},"Tailoring the customer's request to the company's corporate design is something that almost every professional agency can do. However, implementing the project in such a way that it incorporates the company's philosophy, goals and history and communicates them to the outside world is not something that happens very often. Agencies that have a long-term partnership with a company use the close contact to find out the underlying attitude and mindset and incorporate it into the projects.",{"type":130},{"type":136,"content":3654},[3655],{"type":139,"content":3656},[3657],{"type":130,"content":3658},[3659],{"text":3660,"type":134,"marks":3661},"Individual pricing",[3662],{"type":147},{"type":130,"content":3664},[3665],{"text":3666,"type":134},"Apart from the fact that the aforementioned points, such as a shortened briefing phase, reduce the overall costs anyway, a long-term partnership allows further offers to be agreed. Ongoing support from an agency is usually more cost-effective than for a sporadic project, mainly because the re-familiarization with the corporate world and the internal and external coordination of the agency require a great deal of time. In the case of a natural partnership, agencies are also sometimes happy to work with reduced prices or are aware of various subsidies that the company can claim.",{"type":130},{"type":136,"content":3669},[3670],{"type":139,"content":3671},[3672],{"type":130,"content":3673},[3674],{"text":3675,"type":134,"marks":3676},"Agencies know what you need",[3677],{"type":147},{"type":130,"content":3679},[3680],{"text":3681,"type":134},"Professional agencies always try to stay up to date in their field by attending lectures, events or courses. With an ongoing support relationship, agencies are usually well placed to say which next steps make sense for a company. After all, they benefit from many years of experience with a wide variety of clients and are closer to insider information and news from the advertising industry.",{"type":130},{"type":136,"content":3684},[3685],{"type":139,"content":3686},[3687],{"type":130,"content":3688},[3689],{"text":3174,"type":134,"marks":3690},[3691],{"type":147},{"type":130,"content":3693},[3694],{"text":3695,"type":134},"Entering into a long-term relationship with an agency has all kinds of advantages. Like any relationship, this partnership requires getting to know each other, two-way communication and a little work. Regular check-ups on current and future projects are a good idea here. Both the company and the agency benefit from a long-term partnership - so why not get started right away?","The partnership between agency and company",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":3699},[3700],{"type":130,"content":3701},[3702],{"text":367,"marks":3703},[],[3705],{"_uid":3706,"title":3707,"ogImage":3708,"ogTitle":3707,"component":70,"description":3709,"ogDescription":3709},"1c0165ac-dbc7-4268-9f97-3eb7ececd63d","We(r)binar: Partnership between agency and company",{"filename":18},"Find out why companies and agencies should put just as much love into their relationship as they do into a customer relationship in this blog post!","Marketing, Projekt",{"id":3712,"alt":18,"name":18,"focus":18,"title":18,"filename":3713,"copyright":18,"fieldtype":23,"is_external_url":25},7176957,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F3544x1993\u002F8b18a3da57\u002Fwb_werbinar_unternehmen-agenturen.jpg",{"id":3712,"alt":18,"name":18,"focus":18,"title":18,"filename":3713,"copyright":18,"fieldtype":23,"is_external_url":25},"unternehmen-und-ihre-agenturen-warum-eine-langfristige-partnerschaft-dein-unternehmen-zum-erfolg-fuehrt","en\u002Farticles\u002Funternehmen-und-ihre-agenturen-warum-eine-langfristige-partnerschaft-dein-unternehmen-zum-erfolg-fuehrt",400,[],"c97a92a8-aefb-4606-916c-3d6c443e4978","2023-04-06T12:25:40.555Z",[],"articles\u002Funternehmen-und-ihre-agenturen-warum-eine-langfristige-partnerschaft-dein-unternehmen-zum-erfolg-fuehrt",[3724],{"path":3722,"name":73,"lang":83,"published":73},{"name":3726,"created_at":3727,"published_at":3728,"updated_at":3729,"id":3730,"uuid":3731,"content":3732,"slug":3873,"full_slug":3874,"sort_by_date":73,"position":3875,"tag_list":3876,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":3877,"first_published_at":3878,"release_id":73,"lang":83,"path":73,"alternates":3879,"default_full_slug":3880,"translated_slugs":3881},"Retro Nostalgie: Das Webdesign der 90er","2024-04-04T14:09:05.983Z","2024-11-11T14:39:00.830Z","2024-11-11T14:39:00.858Z",473003793,"f8eb356a-39b0-4b25-9de6-7b7c67bfbca1",{"_uid":3733,"body":3734,"text":3735,"title":3855,"ctaLink":3856,"ctaText":3857,"pageSeo":3863,"category":2176,"ctaLabel":376,"ctaTitle":377,"cardImage":3869,"component":27,"coverImage":3872,"ctaSubTitle":382},"cc7c1062-1b73-424b-94f7-101145ae2f6d",[],{"type":127,"content":3736},[3737,3741,3742,3743,3750,3751,3763,3773,3774,3784,3791,3792,3802,3812,3813,3823,3836,3837,3838,3844,3848],{"type":130,"content":3738},[3739],{"text":3740,"type":134},"Visitor counters, guest books, flash players, content overload. The first, formative attempts at web design were made in the 90s. But as we all know: Every beginning is difficult, further development is necessary. The Internet's past - especially its development in a very short space of time - is legendary. What did it take for us to be able to use the Internet to its full potential? Investing in expensive hardware and then only having a low bandwidth was normal.",{"type":130},{"type":130},{"type":130,"content":3744},[3745,3747,3748],{"text":3746,"type":134},"What did the first web designs look like back then and what were the most popular design trends?",{"type":252},{"text":3749,"type":134},"Here are the most important, iconic designs of the 90s",{"type":130},{"type":136,"content":3752},[3753],{"type":139,"content":3754},[3755],{"type":130,"content":3756},[3757,3759],{"text":3758,"type":134},"A certain design aspect is particularly associated with the 90s: ",{"text":3760,"type":134,"marks":3761},"Skeuomorphism.",[3762],{"type":147},{"type":130,"content":3764},[3765,3767,3768,3770,3771],{"text":3766,"type":134},"This refers to a design technique in which real objects and materials are digitally recreated. This design makes the user interface of a website or app appear more real and look like an actual interface. However, this has no effect on functionality.",{"type":252},{"text":3769,"type":134},"This technology is now being criticized, as it does not always make sense to recreate real things digitally. The boundaries of the analog world are transferred to the virtual world through skeuomorphism and user interfaces often become very inflexible in terms of further development.",{"type":252},{"text":3772,"type":134},"A prominent representative at the time was the company Apple, which used this style in its iOS operating system up to version 7. They then changed the visual style to flat design. The many small, realistic details thus disappeared.",{"type":130},{"type":136,"content":3775},[3776],{"type":139,"content":3777},[3778],{"type":130,"content":3779},[3780],{"text":3781,"type":134,"marks":3782},"Content overload",[3783],{"type":147},{"type":130,"content":3785},[3786,3788,3789],{"text":3787,"type":134},"Fixed widths were still a thing of the future in the 90s. The pages were full to bursting with columns of text in different buty colors. Today, nobody would bother to read everything if there was too much text on the website.",{"type":252},{"text":3790,"type":134},"Websites reminiscent of brochures - a true classic of the 90s. Overloaded with images and text - anyone who comes across such a brochure-like website today has a visit time of less than a second. The completely overloaded page quickly scares away every visitor.",{"type":130},{"type":136,"content":3793},[3794],{"type":139,"content":3795},[3796],{"type":130,"content":3797},[3798],{"text":3799,"type":134,"marks":3800},"Animations upon animations",[3801],{"type":147},{"type":130,"content":3803},[3804,3806,3807,3809,3810],{"text":3805,"type":134},"- until you feel sick.",{"type":252},{"text":3808,"type":134},"Circles, buttons and much more saved as GIFs and used on the web. The GIF trend years were probably the 90s. Even worse than individual elements, entire backgrounds with repeating GIFs were used back then. An eye-catcher back then - an eye sore today.",{"type":252},{"text":3811,"type":134},"A bit of glitter, flames or other movements or decorations - we all still remember the animated cursor.",{"type":130},{"type":136,"content":3814},[3815],{"type":139,"content":3816},[3817],{"type":130,"content":3818},[3819],{"text":3820,"type":134,"marks":3821},"Counters & guest books",[3822],{"type":147},{"type":130,"content":3824},[3825,3827,3828,3830,3831,3833,3834],{"text":3826,"type":134},"If there's one thing that characterizes the web design of the 90s, it's counters and guest books.",{"type":252},{"text":3829,"type":134},"From weather displays to visitor counters, everything was represented and an integral part.",{"type":252},{"text":3832,"type":134},"For whatever reason, we apparently used to think that websites had to be on a par with hotels. That's why guest books were mandatory on the website.",{"type":252},{"text":3835,"type":134},"What today is simply called a comment field used to be a guestbook. Back then, people took plenty of time to write an extensive guestbook entry. Today, however, the comment boxes are overflowing with pointless and unconstructive entries.",{"type":130},{"type":130},{"type":130,"content":3839},[3840],{"text":3841,"type":134,"marks":3842},"Turning old into new",[3843],{"type":147},{"type":130,"content":3845},[3846],{"text":3847,"type":134},"Retro is currently in again. The 90s are coming back to life and awakening nostalgic emotions. These emotions can be captured today and packaged with a modern interface combined with sophisticated UX - even for the new generations, because retro is just as interesting for them as it is for the older generations who associate nostalgic emotions with it.",{"type":130,"content":3849},[3850,3852,3853],{"text":3851,"type":134},"Harnessing the appeal of 90s nostalgia does not mean reconstructing a clunky, overloaded interface. Because nobody wants that. Instead, certain 90s elements can be combined with modern elements. In this way, we can evoke the emotions of that time and still remain modern.",{"type":252},{"text":3854,"type":134},"Sometimes you can also learn certain things by looking back into the past and, above all, spark creativity.","Retro nostalgia: the web design of the 90s",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":3858},[3859],{"type":130,"content":3860},[3861],{"text":367,"marks":3862},[],[3864],{"_uid":3865,"title":3866,"ogImage":3867,"ogTitle":3866,"component":70,"description":3868,"ogDescription":3868},"d280b1d0-a579-42b1-b81a-b37bd5afeb46","We(r)binar: Retro nostalgia: web design of the 90s",{"filename":18},"Looking for design ideas? You've come to the right place! This blog post is all about the most popular trends of the 90s. Let yourself be inspired.",{"id":3870,"alt":18,"name":18,"focus":18,"title":18,"filename":3871,"copyright":18,"fieldtype":23,"is_external_url":25},7176921,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002F1e546f3438\u002Fwb_werbinar_webdesign-der-90er.jpg",{"id":3870,"alt":18,"name":18,"focus":18,"title":18,"filename":3871,"copyright":18,"fieldtype":23,"is_external_url":25},"retro-nostalgie-das-webdesign-der-90er","en\u002Farticles\u002Fretro-nostalgie-das-webdesign-der-90er",390,[],"20470a5b-f250-4e96-8073-075385724e54","2023-04-06T12:15:52.228Z",[],"articles\u002Fretro-nostalgie-das-webdesign-der-90er",[3882],{"path":3880,"name":73,"lang":83,"published":73},{"name":3884,"created_at":3885,"published_at":3886,"updated_at":3887,"id":3888,"uuid":3889,"content":3890,"slug":4002,"full_slug":4003,"sort_by_date":73,"position":4004,"tag_list":4005,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":4006,"first_published_at":4007,"release_id":73,"lang":83,"path":73,"alternates":4008,"default_full_slug":4009,"translated_slugs":4010},"Produktfotografie: Die richtigen Fotos für deinen Online-Shop","2024-04-04T14:09:04.623Z","2024-11-11T14:39:00.512Z","2024-11-11T14:39:00.551Z",473003770,"7f49d0d6-3929-4533-a0f1-41b0f743cd8e",{"_uid":3891,"body":3892,"text":3893,"title":3984,"ctaLink":3985,"ctaText":3986,"pageSeo":3992,"category":1136,"ctaLabel":376,"ctaTitle":377,"cardImage":3998,"component":27,"coverImage":4001,"ctaSubTitle":382},"bcc2649a-9ec8-4da2-bdd3-9f5a300db353",[],{"type":127,"content":3894},[3895,3905,3909,3910,3920,3924,3925,3935,3939,3940,3950,3954,3955,3965,3969,3970,3980],{"type":136,"content":3896},[3897],{"type":139,"content":3898},[3899],{"type":130,"content":3900},[3901],{"text":3902,"type":134,"marks":3903},"Plan what you need",[3904],{"type":147},{"type":130,"content":3906},[3907],{"text":3908,"type":134},"Every product is different, and so every product presentation is different in its own way. You should therefore plan in detail before the actual start of photography. What products do I want to photograph? How do I need to show the products to give customers the best presentation? What different scenarios do I need to generate the best possible imagination for prospective customers? It may make sense to combine different presentation methods for the presentation. For example, the first image could be a classic set-up in front of a monochrome background, while the subsequent images show the item in use or in a more creative setting.",{"type":130},{"type":136,"content":3911},[3912],{"type":139,"content":3913},[3914],{"type":130,"content":3915},[3916],{"text":3917,"type":134,"marks":3918},"Show your product from different perspectives",[3919],{"type":147},{"type":130,"content":3921},[3922],{"text":3923,"type":134},"Perspective presentation is also part of planning, although in this case the actual product needs to be addressed more specifically. Do I only show the object in the overall view from each side, or should certain areas be shown in more detail? Special materials (fabrics, wood, etc.) or complex products (hand tools, additional attachments, etc.) usually benefit from detailed photos to bring the feel and function as close as possible to the customer. Before prospective customers place an order, they want to see the item from all angles. Different perspectives are the best way to enable them to do this.",{"type":130},{"type":136,"content":3926},[3927],{"type":139,"content":3928},[3929],{"type":130,"content":3930},[3931],{"text":3932,"type":134,"marks":3933},"Work with natural light",[3934],{"type":147},{"type":130,"content":3936},[3937],{"text":3938,"type":134},"Of course, professional photo lamps are a help, but beautiful, harmonious images can also be created without large photographic equipment. Ideally, you should always work in the brightest hours of the day when natural light is available. The set-up should then be placed directly by the window or, if possible, outside to make the most of the natural light. By avoiding cloudy conditions, you can achieve the most consistent photo series possible, which is crucial for a harmonious overall view.",{"type":130},{"type":136,"content":3941},[3942],{"type":139,"content":3943},[3944],{"type":130,"content":3945},[3946],{"text":3947,"type":134,"marks":3948},"Create a coherent appearance",[3949],{"type":147},{"type":130,"content":3951},[3952],{"text":3953,"type":134},"Ideally, product photos can be assigned to the company. This means that the mood, branding and photographic style should run through the images. To achieve this, a consistent form of presentation should be chosen. Once a meaningful set-up and a good perspective for the photos have been found, this should be maintained across all products. The lighting conditions and subsequent editing also have a significant influence on the overall result. Ultimately, the store overview with the different product images should appear coherent and harmonious so that customers get an optimal overview.",{"type":130},{"type":136,"content":3956},[3957],{"type":139,"content":3958},[3959],{"type":130,"content":3960},[3961],{"text":3962,"type":134,"marks":3963},"Edit your images",[3964],{"type":147},{"type":130,"content":3966},[3967],{"text":3968,"type":134},"After a large number of photos have been taken, they first need to be reviewed and sorted. Not every picture will be a perfect match. But that's not a bad thing. Once you have a good selection, the best photos can be collected and edited in the next step. Editing the images should consist of the basic steps - cropping distracting elements, adjusting contrast and light, and adjusting color. If you are unsure, it is better to opt for fewer steps. If the lighting conditions were already good, there is usually not much more post-processing required. The main aim is to present the products as realistically as possible.",{"type":130},{"type":136,"content":3971},[3972],{"type":139,"content":3973},[3974],{"type":130,"content":3975},[3976],{"text":3977,"type":134,"marks":3978},"Optimize your images for the web",[3979],{"type":147},{"type":130,"content":3981},[3982],{"text":3983,"type":134},"Before you upload your product photos to your website, check the image size and quality. This involves the proportional dimensions of your image on the one hand and the actual resolution (the pixel size px) on the other. If the images are inserted too large on the website, this will have a negative impact on the loading speed. If the images are too small, they lose quality and start to blur. Find a good balance and give your photos a meaningful name. This should not be too long and should contain relevant information about the image content for the search engines. This way, the photos will also appear in the results for similar search queries.","Product photography: a scene for your products",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":3987},[3988],{"type":130,"content":3989},[3990],{"text":367,"marks":3991},[],[3993],{"_uid":3994,"title":3995,"ogImage":3996,"ogTitle":3995,"component":70,"description":3997,"ogDescription":3997},"770a38ef-536a-4a21-8336-c87276c6605f","We(r)binar: Product photography",{"filename":18},"A scene for your products. Useful tips for your product photography.",{"id":3999,"alt":18,"name":18,"focus":18,"title":18,"filename":4000,"copyright":18,"fieldtype":23,"is_external_url":25},7176901,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F2345x1319\u002F91008ac667\u002Fwb-werbinar-produktfotografie.jpg",{"id":3999,"alt":18,"name":18,"focus":18,"title":18,"filename":4000,"copyright":18,"fieldtype":23,"is_external_url":25},"produktfotografie-die-richtigen-fotos-fuer-deinen-online-shop","en\u002Farticles\u002Fproduktfotografie-die-richtigen-fotos-fuer-deinen-online-shop",380,[],"d43735ad-6434-4fef-8f20-c8f47fca2adc","2023-04-06T11:54:36.304Z",[],"articles\u002Fproduktfotografie-die-richtigen-fotos-fuer-deinen-online-shop",[4011],{"path":4009,"name":73,"lang":83,"published":73},{"name":4013,"created_at":4014,"published_at":4015,"updated_at":4016,"id":4017,"uuid":4018,"content":4019,"slug":4232,"full_slug":4233,"sort_by_date":73,"position":4234,"tag_list":4235,"is_startpage":25,"parent_id":387,"meta_data":73,"group_id":4236,"first_published_at":4237,"release_id":73,"lang":83,"path":73,"alternates":4238,"default_full_slug":4239,"translated_slugs":4240},"Barrierefreies Web - Zugänglichkeit für jeden","2024-04-04T14:09:03.434Z","2024-11-11T14:39:00.210Z","2024-11-11T14:39:00.274Z",473003752,"01dc7a46-a746-414f-a5e4-4ccf1df2c208",{"_uid":4020,"body":4021,"text":4022,"title":4214,"ctaLink":4215,"ctaText":4216,"pageSeo":4222,"category":2176,"ctaLabel":376,"ctaTitle":377,"cardImage":4228,"component":27,"coverImage":4231,"ctaSubTitle":382},"7a30a375-6b95-438d-a33f-d8d8e81ffd1c",[],{"type":127,"content":4023},[4024,4059,4066,4067,4068,4078,4095,4096,4102,4103,4107,4111,4112,4116,4117,4121,4122,4123,4133,4160,4161,4176,4177,4186,4187,4202],{"type":130,"content":4025},[4026,4030,4032,4036,4038,4039,4041,4042,4044,4045,4047,4051,4053,4057],{"text":4027,"type":134,"marks":4028},"The WZG - Web Accessibility Act",[4029],{"type":147},{"text":4031,"type":134}," - is a federal law which stipulates that the design of official websites and mobile applications must be carried out in such a way that access is unrestricted for all users ",{"text":4033,"type":134,"marks":4034},"Access for all users is unrestricted",[4035],{"type":147},{"text":4037,"type":134}," is unrestricted.",{"type":252},{"text":4040,"type":134},"But while the law applies to public authorities and the like, we can also participate in it.",{"type":252},{"text":4043,"type":134},"Because accessibility benefits us all!",{"type":252},{"text":4046,"type":134},"In addition, the ",{"text":4048,"type":134,"marks":4049},"Federal Disability Equality Act (BGStG)",[4050],{"type":147},{"text":4052,"type":134}," - applies to both the public and private sectors and aims to ensure that people with disabilities can ",{"text":4054,"type":134,"marks":4055},"equal participation in life in society",[4056],{"type":147},{"text":4058,"type":134}," in society.",{"type":130,"content":4060},[4061,4063,4064],{"text":4062,"type":134},"According to the provisions of the Act, disproportionate barriers can constitute discrimination and even result in claims for damages. In digital life, this applies to websites, web stores and apps.",{"type":252},{"text":4065,"type":134},"Whether a website constitutes a barrier is determined as part of a reasonableness test. For example, the impact of the disadvantage to the person concerned is examined.",{"type":130},{"type":130},{"type":136,"content":4069},[4070],{"type":139,"content":4071},[4072],{"type":130,"content":4073},[4074],{"text":4075,"type":134,"marks":4076},"What is meant by accessibility on the web?",[4077],{"type":147},{"type":130,"content":4079},[4080,4082,4083,4085,4089,4091],{"text":4081,"type":134},"In principle, the internet is designed to be accessible to all people. It doesn't matter where these people come from, what language they speak, what their social background is, and so on.",{"type":252},{"text":4084,"type":134},"But a website is only ",{"text":4086,"type":134,"marks":4087},"only really accessible and usable for everyone",[4088],{"type":147},{"text":4090,"type":134},"when limitations in seeing, hearing, moving or processing information do not have a negative impact ",{"text":4092,"type":134,"marks":4093},"do not have a negative impact.",[4094],{"type":147},{"type":130},{"type":130,"content":4097},[4098],{"text":4099,"type":134,"marks":4100},"Such barriers can be",[4101],{"type":147},{"type":130},{"type":130,"content":4104},[4105],{"text":4106,"type":134},"Text with low contrast and size.",{"type":130,"content":4108},[4109],{"text":4110,"type":134},"People with a visual impairment can find it difficult to recognize texts or form fields if they only stand out slightly from the background or if the font is too small.",{"type":130},{"type":130,"content":4113},[4114],{"text":4115,"type":134},"People who are deaf or hard of hearing cannot use videos if they do not contain subtitles.",{"type":130},{"type":130,"content":4118},[4119],{"text":4120,"type":134},"Blind people cannot use websites properly if images, forms and buttons are not described in text.",{"type":130},{"type":130},{"type":136,"content":4124},[4125],{"type":139,"content":4126},[4127],{"type":130,"content":4128},[4129],{"text":4130,"type":134,"marks":4131},"How can I achieve accessibility for my website?",[4132],{"type":147},{"type":130,"content":4134},[4135,4139,4140,4142,4143,4145,4146,4148,4149,4151,4152,4154,4155,4157,4158],{"text":4136,"type":134,"marks":4137},"Give your images alt tags",[4138],{"type":147},{"type":252},{"text":4141,"type":134},"Alt tags are short descriptions of images used on the website. Normally we never see these descriptions. But site visitors who use screen readers rely on them to know what is on the image.",{"type":252},{"text":4144,"type":134},"A good alt tag is a short description that describes the image in detail.",{"type":252},{"text":4147,"type":134},"An example would be a drawn picture of children playing in a playground. A good alt tag here would be \"an illustration of children laughing and playing together on the swings of a playground.\" -less good would be: \"Children playing.\"",{"type":252},{"text":4150,"type":134},"However, alt tags are not only used by people with visual impairments. Because well-crafted tags also improve the SEO of the page, enabling more traffic and ultimately more conversions!",{"type":252},{"text":4153,"type":134},"This also includes HTML tags - the so-called semantic html tags.",{"type":252},{"text":4156,"type":134},"As soon as semantic tags are added to the website, browsers also know what the meaning of a page and its content is. This clarity is also communicated to search engines to ensure that the right pages are delivered for the right search queries.",{"type":252},{"text":4159,"type":134},"The term semantics comes from linguistics and refers to the study of meaning. The aim is to give the web more and more context that goes beyond the mere linking of hyperlinks and reveals the meaning of the content of websites for humans and machines. This is particularly important for people who are dependent on a screen reader, as these screen readers \"understand\" the related text blocks and images and can thus reproduce the website clearly and correctly.",{"type":130},{"type":130,"content":4162},[4163,4167,4168,4170,4171,4173,4174],{"text":4164,"type":134,"marks":4165},"Make the navigation simple and consistent",[4166],{"type":147},{"type":252},{"text":4169,"type":134},"The navigation should look the same on every page - this keeps it clear and easy to use.",{"type":252},{"text":4172,"type":134},"Icons should not be too similar, as this can lead to confusion.",{"type":252},{"text":4175,"type":134},"The menu navigation should be kept as simple and concrete as possible, the sitemap should be immediately clear.",{"type":130},{"type":130,"content":4178},[4179,4183,4184],{"text":4180,"type":134,"marks":4181},"Avoid content that can cause physical reactions",[4182],{"type":147},{"type":252},{"text":4185,"type":134},"Some people are susceptible to rapidly flashing lights and moving patterns - avoid these to make the website safe for every user. People with epilepsy are otherwise at high risk.",{"type":130},{"type":130,"content":4188},[4189,4193,4194,4196,4197,4199,4200],{"text":4190,"type":134,"marks":4191},"Good readability",[4192],{"type":147},{"type":252},{"text":4195,"type":134},"A website should be designed in such a way that people with impaired vision can use it without restrictions.",{"type":252},{"text":4198,"type":134},"Basically, the text should be kept like a book. 16px is generally a good size for continuous text.",{"type":252},{"text":4201,"type":134},"However, a good, legible font and good contrast are much more important than the font size. Sans serif fonts are easier to read and therefore the better choice for accessibility - as recommended by the United States Department of Health and Human Services.",{"type":130,"content":4203},[4204,4208,4209,4211,4212],{"text":4205,"type":134,"marks":4206},"Reach more customers and more satisfaction",[4207],{"type":147},{"type":252},{"text":4210,"type":134},"When a website is designed to be accessible, it reaches a wider target group and therefore more potential customers. In a society that is becoming older and more diverse, an accessible Internet is the most important basis for successful communication.",{"type":252},{"text":4213,"type":134},"Search engines also reward accessibility on the web, which results in higher search engine rankings. This means that potential customers find the website even faster. It is therefore worth investing even more in an accessible website.","Barrier-free web - accessibility for everyone",{"id":18,"url":360,"email":360,"linktype":361,"fieldtype":42,"cached_url":360},{"type":127,"content":4217},[4218],{"type":130,"content":4219},[4220],{"text":367,"marks":4221},[],[4223],{"_uid":4224,"title":4225,"ogImage":4226,"ogTitle":4225,"component":70,"description":4227,"ogDescription":4227},"aa11eeff-1f95-4616-9ba4-ef41d0675429","We(r)binar: Barrier-free web?",{"filename":18},"Interesting facts about accessible web design. Web offers without restrictions.",{"id":4229,"alt":18,"name":18,"focus":18,"title":18,"filename":4230,"copyright":18,"fieldtype":23,"is_external_url":25},7176868,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002Ff38576b2d3\u002Fwb_werbinar_barrierefreies-web.jpg",{"id":4229,"alt":18,"name":18,"focus":18,"title":18,"filename":4230,"copyright":18,"fieldtype":23,"is_external_url":25},"barrierefreies-web-zugaenglichkeit-fuer-jeden","en\u002Farticles\u002Fbarrierefreies-web-zugaenglichkeit-fuer-jeden",370,[],"dab43824-b07f-435f-9acf-bf4ea6f28275","2023-04-06T11:45:30.920Z",[],"articles\u002Fbarrierefreies-web-zugaenglichkeit-fuer-jeden",[4241],{"path":4239,"name":73,"lang":83,"published":73},[],[],{"cache-control":92,"connection":93,"content-encoding":94,"content-type":95,"date":4245,"etag":4246,"per-page":4247,"referrer-policy":98,"sb-be-version":99,"server":100,"total":4248,"transfer-encoding":101,"vary":102,"via":103,"x-amz-cf-id":4249,"x-amz-cf-pop":105,"x-cache":106,"x-content-type-options":107,"x-frame-options":108,"x-permitted-cross-domain-policies":109,"x-request-id":4250,"x-runtime":4251,"x-xss-protection":112},"Wed, 20 May 2026 21:15:17 GMT","W\u002F\"f586256ac819655392db1104bd73749b\"","25","185","e1_2KZeTvjtzy29zXoGounGkYdxa2m5yD9jQ12P6dmp25MYTXYY9mA==","b542e8fe-7d61-42f1-b7b7-8a595865c2b4","0.185159",25,185]