About 7.500 articles from the new Online-Shop of the DIY and home improvement center are to be marketed online. The high quantity and the strong competition in the segment of DIY markets are especially challenging. Current measures are constantly optimized and broadened. The Online-Marketing Mix is secret recipe while doing so.
With the optimal allocation of budget to the different channels of Online-Marketing, maximum success should be reached: in the end all measures of Online-Marketing contribute to achieve the range for increasing the sale. Meanwhile the Online Shop should reach online popularity.
For Praktiker several different measures of Online-Marketing are used to reach wide range and sale. Initially, single Google AdWords campaigns for all articles of the Online-Shop were designed, written, constantly controlled and broadened.
At the same time, display advertising started, which means broadcasting advertisement on webpages, in order to get into the client´s Relevant Set. Therefore different campaigns were realized, for example with Boris Becker as Testimonial or even for single articles and promotion such as in gardening season.
With the wide reach of the display campaign, another Online channel converts, which is the Re-Targeting campaign: users who interrupt shopping can be tagged and found afterwards. With advertising banners their attention can be drawn back to the Praktiker Online-Shop.
In addition to that, the Affiliate Marketing in three networks started, in which Partners got advertising material such as banners and product details. A cooperation with price comparison portals that also work with those product details, support the measure.