Deutsche Telekom AG. t-online.de Shop

Online media campaign to increase profits from the t-online.de shop. The given profit targets require a very efficient use of monetary resources. The client’s established performance channels have already been exhausted – therefore the concept needs to reach out to other channels.

Media, creation and analysis
The recommendations from Neue Digitale / Razorfish are based on an optimized mix of media, creation and analysis. With this full-service solution, the client not only receives all digital services in one, but also has access to a detailed analysis of the figures. The use of an Adserver system for further analysis of ROI also provides information for optimizing the t-online.de shop.

Dynamic controlling
The content of the advertising material adapts itself dynamically according to the interests of the user, product offers, special offers and advertising surrounding – therefore offering the customer a direct incentive to purchase online. Marketing networks, reviews and price comparisons are all included in the communication.

Optimization of media and creation
The display-rich campaign will be daily evaluated and optimized starting directly after the launch. The Adserver automatically optimizes the use of motives – the more data available, the more accurate the evaluation. Additionally, further manual optimizations are also carried out. 150 different variants of advertising material are used.

Successful Detail-Reporting
A further analysis gives details insights into the campaign results. Information on the success of different motives and calls to action according to time of day or week can be gained. A record of knowledge about users and their purchases also helps recommend further products they may wish to purchse. Also possible: the display of content and extent of shopping baskets by visual contact and/or click.

The results exceeded all expectations. The success was due to the integrated analysis and optimization of media and creation. The very detailed breakdown of the campaign was also a significant contributing factor to this success. In this way positive interplays with current activities of the t-online.de shops can be used to maximize the ROMI (Return on Marketing Invest).