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7 advantages of business digitization [2023] 994 537 Lukas Aumair

7 advantages of business digitization [2023]


Digitalization of businesses comes with some less known advantages which have a huge impact. FRAMR. presents the seven most important ones.

In this article:

  1. Digitalization: Too many businesses miss the trend
  2. Why digitization for businesses is important
  3. The advantages of business digitization
  4. Advantages for your cients
  5. This is how the implementation succeeds
  6. Are there any disadvantages and risks of business digitization?
  7. Conclusion


Digitalization: Too many businesses miss the trend

The digital transformation is advancing, but not all companies are successfully following suit. In a way, that’s understandable, because the switch to digital processes doesn’t happen overnight. Nonetheless, small and medium-sized companies in particular are missing out on opportunities if they sleep through current trends and fail to realign their strategies. 

Before we take a closer look at the benefits of digitization, we examine the current situation and what difficulties exist in the digital restructuring of corporate processes. Finally, we also look at possible disadvantages to give a better overall view of the topic.

First, an important message: Don’t think too complicatedly when it comes to digitization. Every company goes through the journey of expanding digital processes, be it in internal communications or in advertising. It’s not just about the big steps, whereby an analog company suddenly transforms into a tech giant. The following therefore does not resemble a manual in the direction of “How do I use less paper in the company”, but rather relates to the digitization of internal processes (e.g. marketing and recruitment).

Man using tablet

Mobility and social media are two main advantages of the digital progress | © NordWood Themes

The advantages of digitization in companies are well known to many. Thanks to technological progress, there are financial savings opportunities, companies generate more sustainably and offer their customers flexible solutions. Difficulties often arise during implementation – that’s why we have prepared the following tips to pave the way for the digitization of your company and to better prepare you for implementation measures.


Why digitization for businesses is important

Even though digitization is making progress in companies, the processes and competences still have room for improvement. A statistic published on February 14, 2022 shows that 35 percent of German companies consider themselves to be digitalization pioneers and, in turn, 44 percent state that they have increased their sales through digital measures.*

Progress is therefore discernible, but there is still a lot of potential to be exploited. Other countries, especially the USA, are much more advanced and are already using digital technologies that are not yet used in the DACH region or are used to a lesser extent.

AI applications are a good example of this, but they are now also becoming more popular in Germany. One example is generative AI applications such as ChatGPT.

Even before the development of AI, German companies recognized the benefits of digitization in the world of work. For example, statistics from May 2022 show that German companies with more than 50 employees have invested approximately €234 billion in service projects for digitization. The willingness to digitize is therefore there, but why does it seem to be progressing so slowly?

The real challenge lies in the lack of a doer mentality. Entrepreneurship already faces various hurdles (e.g., financial or bureaucratic) and processes for digitization do not improve the situation: the first step requires external consultants or the expansion of internal personnel structures. Then comes strategy development, which requires countless consultations within the team. The next step is implementation, which involves a high financial investment.
The thought of this process alone prevents many companies from taking the necessary steps and implementing digital measures.

However, this is no reason to stop or even rethink the change, because digital measures are gradually replacing analog processes. A good example of this is marketing: fewer and fewer companies are relying on print media, but instead on websites, search engine optimization and social media. Online processes are in fact easier to measure and thus enable more efficient use of available resources. However, only a few companies have the ability to implement various online marketing measures at the same time. But there are hardly any disadvantages to this, because even if a company focuses exclusively on search engine optimization, it is already reaping the benefits, even though other measures (e.g., social media) are not yet taking effect.

Therefore, our tip: Digitize your business processes step by step and don’t restructure everything overnight. This minimizes the effort and ensures a proportionate cost structure.


7 underestimated advantages of business digitization

Which advantages do digitized businesses have besides more flexibility, expandation of mobility and a more efficient use of resources? Many businesses ask questions like this and we anticipate it right away: Setting long term goals is the most important factor.

The advantages of digitalization in businesses are the following:

  • Digitalization encourages competition and innovative ways of competing with others
  • Better service for customers is provided
  • Obtaining new employees easier
  • Expanding communication structures
  • Creating new jobs
  • Easy measurement of processes
  • Potential of optimizing processes
  • Saving money


Digitalization encourages competition and innovative ways of competing with others

Growing competition requires constant rethinking of one’s own offering and customer communication. Right from the start, companies ask themselves to what extent their products or services set them apart from competitors and position them in relation to their target group. And the digital transformation offers additional opportunities to expand internal processes in order to constantly improve the offering and strengthen the company’s own brand.

Here, competition enables some opportunities; after all, competitors are also recognizing the benefits of digitization and optimizing their processes based on the adapting desires of the target group. But what initially appears to be a disadvantage actually promotes your company, because in a constantly growing market with a lot of competition, you are in a position to stay on the ball and offer something new. And because of the competition, there is no standstill, which constantly creates room for more innovation on the market.


Better service for customers is provided

The centralization of work processes ensures that companies can provide their customers with better service. A good example of this is the area of digital signage – thanks to the centralized, cloud-based solution approach, maintenance work is carried out holistically and not every customer is looked after individually, at least in the case of cloud hosting. This saves personnel and financial resources, and the centralized service guarantees long-term functionality. The latter also has a positive effect on customer satisfaction.


Obtaining new employees easier

Posting a vacancy, waiting for applications, and going through a long selection process – that’s what recruitment looked like for a long time, and it’s still common practice at many companies in 2022. In the course of digitalization, however, this changed and companies are finding it easier to obtain personnel, especially through social media channels such as LinkedIn or Xing.
Especially smaller start-ups and founding teams take advantage of this, because freelancer portals enable uncomplicated as well as flexible placement of orders without permanent personnel commitment. Due to the remote work (home office) of the freelancers, no additional office space is required and this saves costs.

Home Office Laptop Aussicht

Home Office: Remote work is one of the biggest advantages of digitalization | © Austin Poon


Creating new jobs

With digitization, many companies are pursuing the goal of expanding analog work steps as best they can through the use of modern technologies in order to preserve existing jobs. Since then, however, the digital transformation has also seen the emergence of many new occupational fields, especially in the areas of IT and digital marketing. Existing jobs are gaining additional relevance (e.g., web design) and more analog fields are undergoing a digital transformation (e.g., designers for print who now design digital media)


Easy measurement of processes

This advantage is particularly evident in digital marketing. Key figures such as reach and click-through rate can be easily accessed and provide precise insights into the success of the measures taken. Tools such as Google Analytics or the insights on social media channels such as Facebook or Instagram are particularly helpful here. But it is not only in marketing that companies benefit from better measurability, because every digital process is based on evaluable key figures.
In our blog article “What is monitoring?” we explain the advantages of process monitoring in companies and which software is available to you for this purpose.


Potential of optimizing processes

Every process goes through a test phase and it is initially uncertain whether something works or not. But it is precisely the measurability of digital processes that offers optimization potential, because it is immediately apparent from the figures whether an established measure promises the desired success.

Here again, digital advertising is a suitable example. Facebook ads or Google Ads not only promise a lot of reach and more leads, the evaluation of the data also provides information about which approaches or which type of ads perform best. This in turn enables efficient and targeted use of available resources, resulting in exponential growth.

Ready for take off?

Are you looking for an efficient way to improve communication in your company? Then only with the innovative digital signage software by FRAMR! Try it for FREE.

Saving money

Let’s stay with the example of digital advertising: Optimizing digital advertising, be it in terms of content or strategy, saves resources in the long run and for the future you know which advertising measures to consider and which not. This permanent optimization process provides immense financial savings over the years and also gives you the opportunity to learn more about the interests as well as needs of your target group – a win-in situation, because you save money and at the same time you target your marketing more specifically to potential customers, which increases sales in your company.

Note: Our examples mainly considered marketing, but other business areas also benefit from the advantages mentioned so far. Whether it’s human resources, logistics, marketing or production, the benefits of digitization for companies exist across divisions and industries.


Summary of advantages

The greatest advantage comes from the long-term optimization of internal company processes. Initially, digitization in the company requires financial investments and targeted planning, but this process is worthwhile because you gain better insights into the result structure and recognize potential that is denied you with analog methods.


Advantages for your clients

  • Shorter delivery times
  • Faster communication
  • Better information exchange (e.g. through a FAQ section)
  • Lower product costs
  • Targeted interaction (e.g. through gamification)
  • Improved user experience


This is how the implementation succeeds

The good news is that establishing digital work processes does not require any serious structural changes in the company. Instead, you analyze existing processes and define measures for digitization. We recommend selecting individual areas and developing a strategy for each subarea.
Example: As a team, you decide to optimize your company’s website for search engines and, at the same time, you commission the development of an app. Here, it is less important which step you focus on first, but rather which strategy you define for the individual steps, i.e. search engine optimization and app development.



Looking for a way to better target customers and digitize your marketing? FRAMR. products pave the way for you! Digital signage promotes communication with your customers and you respond to their needs in a targeted manner. In addition, you gain significant competitive advantages thanks to a better user experience and a lot of “wow effects”.
You are not convinced yet? Then get a detailed overview of the advantages HERE! You can also try our FREE trial version to experience FRAMR in action. Spoiler alert: You’re guaranteed to be thrilled, and for a monthly subscription cost of just €6.90!


Are there any disadvantages and risks of business digitization?

Digital transformation promises a wide range of benefits, but some are still skeptical. Many criticize, for example, that jobs are at risk as a result of digitization. Others, in turn, see the financial outlay as a major hurdle.

It is a misconception to claim that digitized work processes will lead to job losses, because some professions downright require retraining to learn new skills. A good example is the profession of architect – ten to 20 years ago, houses were created on paper, now they are created with digital programs. And thanks to continuing education, even architects trained in the 1990s know how to use modern software.

The objection that digitization requires high investments is also not entirely correct. It is true that in marketing, for example, many test phases are required to assess the success of an advertising measure, and content marketing in particular is known to involve a high investment of time as well as money. However, it should not go unmentioned that such investments are worthwhile in most cases and the average return on investment in content marketing is four percent*. This means that the supposed disadvantage turns into an advantage in the long term.


Conclusion: Advantages of business digitization outdo the disadvantages

Digital business processes will be indispensable in 2023. The advantages of digitization range from increased flexibility to expansion of competition. Many see the digital transformation as a threat to jobs, but it is precisely the basic innovative idea that will create further opportunities in the future to combine analog workforce with modern technology. Business areas such as marketing are already showing the added value that the implementation of digital strategies offers companies, not to mention the opportunities to use resources more efficiently and evaluate results more accurately.

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    5 ways to more accessibility in marketing 994 537 Lukas Aumair

    5 ways to more accessibility in marketing


    Inclusion belongs to the biggest challenges of our society and of businesses. We present 5 concepts to increase accessibility in marketing.

    Table of contents

    1. Accessibility in marketing: A challenge with many facets
    2. Greenwashing 2.0? What businesses need to consider
    3. 5 ways to more accessibility in marketing
    4. Conclusion


    The most important in a nutshell

    • Methods to increase accessibility facilitate the interaction between businesses and people with disabilities or handicap
    • Inclusion must not be promoted under the same guise as other societal challenges (e. g. sustainability)
    • Changes in communication and advertising increase accessibility in marketing


    Accessibility in marketing: A challenge with many facets

    Inclusion belongs to the biggest challenges of our society. Our economy as its engine accordingly plays an important role. But many businesses fail to face challenges in accessibility. The main problem is not the comfort zone but rather the fact that accessibility requires an optimization and restructuring of existing business processes. 

    In this article we will further talk about accessibility in marketing and which opportunities are given to improve communication between businesses and humans with handicaps. Limitations mostly affect human senses, especially listening and seeing. But often there are linguistic hurdles – many people have a reading and spelling disability for instance which is why they don’t understand complex content.

    Some businesses already succeed in executing accessibility but there is still potential left. Digital transformation ensures a precise optimization of existing business processes but many companies fail to establish methods to increase accessibility.

    → Just ask yourself at this point if you have ever seen static facebook advertisements with audio display? Or how many websites do you know which provide functions to support accessibility? You will probably realize that there are no pioneers in this area. 

    Countries like Germany even agreed to execute a law to increase accessibility. The law will be executed in 2025 and that comes with some pressure because yet, too many businesses fail to improve accessibility.


    Greenwashing 2.0? What businesses need to consider

    Accessibility in marketing should not become some kind of guise to purposely seek out advantages in competition. This development can be seen in sustainability – many businesses, even big ones like Aldi, promote their supposed sustainable products and advertise with sustainability-seals to position themselves as pioneers in this area. But often these products aren’t sustainable and those eco-seals can be attained under the easiest requirements. This is called “Greenwashing”.

    Inclusion shouldn’t reach this dimension. It would be too much to ask that companies no longer see their own advantage in restructuring existing processes, but that is not the point. Furthermore, businesses shouldn’t place themselves as pioneers when they don’t meet their responsibilities fully. Who considered accessibility in marketing, but won’t execute it in other business areas, isn’t any different from companies which claim to be sustainable but still produce tons of CO2.

    But back to the topic of accessibility: Don’t use inclusion as an advertising medium. Good service will pay off sooner or later because businesses which consider accessibility will have advantages over their competitors in the long term.


    5 ways to more accessibility in marketing

    To push accessibility in marketing further, innovative improvements are required in the first step. You don’t have to reinvent the wheel to ensure that. Simple rethinking will help you to try out new ideas or to execute existing approaches in a way to meet requirements of accessibility.

    Overview of the five ways:

    • Plugins for your website
    • Focus on new marketing methods
    • Content distribution
    • Make interaction easier
    • Creative elements


    Plugins for your website

    In times of digitization more and more businesses take advantage of a blog to expand brand awareness and to generate more website visitors. These visitors are turned into leads to interact with the business in the long term. That results in advantages regarding customer acquisition and loyalty as well as businesses selling more goods and products.

    Because of the mentioned reasons, the focus is more on improving the user experience of a website. The goal is to provide better interaction possibilities for users in order to strengthen the brand image. Hereby businesses especially focus on improving the mobile version of a website.
    But in the field of accessibility there is not a lot happening and there are barely websites which take on these challenges. Thereby there are many ways to integrate accessible functions on your website. WordPress users can easily expand their website with accessible functions by using plugins.

    You can use the following plugins to ensure more accessibility in your marketing:

    • One Click Accessibility
    • Accessibility for WP
    • Text Zoom
    • Accessibility by UserWay
    • Screen Reader Accessibility

    When implementing these plugins, make sure they are compatible with your website. Additional plugins possibly have a negative impact on PageSpeed which will also worsen the user experience on your website.


    Focus on new marketing methods

    Businesses which don’t recognize digital marketing trends will struggle a lot against their competitors in the next few years. Those who follow marketing trends will establish new ways of communication with their target group and will therefore position themselves in the field of accessible applications.

    Let’s go back to mobile versions of a website once again. An optimized responsive web design belongs to search engine optimization criteria and will therefore improve your Google ranking. That’s why you will barely find a web designer who will not optimize the mobile version of your website anymore. Although the criteria of search engine optimization plays a much bigger role for businesses, it will still have a positive impact on accessibility in marketing.

    -> So while you are trying to improve the position of your business by executing digital marketing methods, you will improve user experience and therefore accessibility as well. Win-win.


    Content distribution ensures more accessibility in marketing

    All forms of marketing reach different groups of persons and their preferences in processing information. For instance, blog articles are great for providing in-depth and very informational content. Podcasts on the other hand are convincing with practical examples and more flexibility.

    → Both marketing methods have one thing in common: They guarantee accessibility.

    Blog articles communicate information in writing which is why they are a good alternative for people with a hearing disability which therefore don’t find any access to podcasts. But podcasts on the other hand are an auditive source of knowledge which is a great alternative for people with a reading and spelling disability.

    Combine different content channels to ensure a barrier free interaction with your target audience. To be fair, a broad content distribution requires temporal as well as financial resources but a good content strategy will improve accessibility even when you only use a few different content marketing channels.


    Creative elements

    Creative elements support accessibility in marketing. Videos, for instance, work perfectly to communicate visual content and the subtitle function even ensures access for people with a hearing disability.

    Emojis help to communicate messages better and give clues to the content for people with a reading disability. This approach works especially well for social media posts.

    Using creative elements also means to make the right choice regarding the corporate identity. Avoid hard to read colors (e. g. yellow) and hard to read color combinations (e. g. dark gray font on black elements).

    Accessibility in marketing


    Conclusion: Focus on user experience

    The trend in marketing clearly goes in the direction of user experience. Technical aspects and for search engines generated content will not lose relevance but in the foreground are human beings and their interests. Accessibility in marketing is part of user experience because businesses are responsible for reaching out to all users equally. With plugins / apps for your website, changes in design and content distribution you will reach this goal.


    Bilder: ©

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      5 stunning examples of gamification in marketing + ideas 994 537 Lukas Aumair

      5 stunning examples of gamification in marketing + ideas


      Gamification improves the interaction with your target audience and generates more leads. We present 10 stunning ideas + examples.

      Table of contents

      1. Gamification in marketing: Interactive fun instead of dry content
      2. Gamification definition
      3. Playfully to more leads and new customers
      4. Overview of gamification advantages
      5. 10 gamification ideas which will leave your target audience stunned
      6. Consider this hurdle by all means
      7. How do I establish gamification methods?
      8. Gamification examples: 5 impressive marketing ideas of known companies
      9. Conclusion


      The most important in summary

      • Gamification describes the playful interaction between users and applications
      • Software as a service ensures an easy design of playfully-interactive methods in marketing
      • Gamification does not only support lead generation but also increases quality of leads and improves communication with your target audience


      Gamification in marketing: Interactive fun instead of dry content

      Many businesses face the challenge that they can’t bind interests and customers in the long term. They either focus on the wrong marketing methods or they ignore current trends. Often, the target audience is missing incentives to interact more with companies. To face this challenge and to bind the target audience in the long term, we recommend the strengths of gamification. 

      → Playful interaction with the target audience improves communication, binds existing customers and forces lead generation.

      But what are the advantages of gamification in comparison to other marketing methods? And which actions are available for businesses to execute gamification successfully? We will answer these and similar questions.

      Important note: We will exclusively talk about gamification in marketing. Therefore, we will not talk about how gamification impacts, for example, human resources or health care management.


      First, the definition: What is gamification?

      Gamification describes a playful experience for users. Applications without playful elements ensure an interactive experience through integration of gaming elements. The goal is to improve the motivation of users and to win their attention.



      Playfully to more leads and new customers

      In general, gamification in marketing follows the goal to improve existing business processes. Which specific goals are prioritized, depends on the business and its target audience.

      Gamification primarily focuses on lead management to either win more potential customers/interests or to improve the quality of existing leads. 

      The classic way of lead generation often looks like that users subscribe to a newsletter and get a freebie (e. g. e-book or video) in return for giving a website their email-address.

      But this process has some weaknesses. Users often only subscribe to a newsletter because they desire the freebie. It’s not a rare case that some leads leave unused email-addresses to receive no newsletter mails later. Other than that, many businesses fail to win the attention of their target audience with newsletter content in the long term. In e-commerce there at least is the opportunity to convert leads to customers through discounts but many businesses are not given this possibility.

      Gamification ensures successful lead management. Through Sweepstakes or surveys your company interacts purposefully with interests or customers. The incentive exists within the playful interaction itself because it is fun and it motivates.

      Example: You give away discounts to 20 persons. Through a sweepstake you determine the winner, the only condition of participation is to write a comment in the section of a social media post. That guarantees three advantages: First of all, the ways of lead generation are shorter because participation doesn’t require registration to a newsletter. Other than that, the playful component motivates your target audience to a (fun) participation. Last but not least, you potentially have more participants because social media has more users than your newsletter has subscribers.


      Overview of the advantages of gamification

      • Playful lead generation
      • Customer loyalty
      • Image expansion of your business
      • Personalization through branding of gamification actions
      • Insights of interaction rates
      • Target group extension (gamification speaks to a younger audience)
      • Improved interaction and communication with the target audience

      Gamification offers businesses the particular advantage to get further information about the wishes and desires of their target audience. The focus is not on collecting email-addresses but to improve user experience through interaction and to find out about the wishes and desires of your target group. 

      The diversity of gamification ensures a holistic optimization of existing marketing processes. Set methods give exact insights in the interaction rates and this also reveals trends in terms of needs and desires, enabling you to optimize existing processes in a targeted manner.


      You want to learn how digital signage, marketing and process automation work in FREE online webinars? Then be there LIVE at the next event!

      10 gamification ideas that will leave your target audience stunned

      • Surveys
      • Sweepstakes
      • Advent calendar
      • Rotating wheel
      • Quizzes
      • Personality tests
      • Swipe
      • Scratch cards
      • Games
      • Slot-machine

      Gamification ideas



      Through surveys, your business wins important insights about their customers and their wishes. This gamification method works perfectly to create individual offers for customers.

      Example: Through evaluation tools web designers can determine the wishes of potential clients. Interests can, for instance, leave information about which additional functions they wish and how extensive the website should be. Based on the result, the potential clients receive an offer.

      Surveys not only follow the goal to create offers for potential clients but to improve business performance as well. Some businesses give away gift cards to everyone who participates in a survey through a digital signage device. The goal is to improve customer satisfaction because businesses want to know what their target group wishes.



      Giveaways of all kinds always leave a good impression. The participation conditions are mostly quite easy to understand and should follow the goal to expand reach of your business. You can, for example, start sweepstakes over social media and set the participation condition that one needs to write a comment or share the post.


      Advent calendar

      Your own business advent calendar with individual branding awakes the inner christmas feeling (positive connection to your company!). Your target audience is even happier when they can expect exclusive discounts or helpful tips and tricks.


      Rotating wheel

      You often find this concept in apps. Through tipping on the touchscreen of a smartphone, interests move the virtual wheel to win something (e. g. a discount code). This type of playful interaction provides for variety when using apps which require you to act on or do something.

      Example: Sport apps give users the possibility to create a flexible as well as individual workout plan. The rotating wheel determines the next exercise or the user creates a varied workout plan before sports.



      Quizzes are the queen of gamification methods. They are fun and participants can prove their knowledge.

      Idea: Create a quiz about your company or about your products/goods. That awakes the curiosity of your target group and strengthens the trust in your business.


      Personality tests

      Personality tests are very popular these days. This gamification method doesn’t work well for many businesses but the ones which take advantage of them will have an active and loyal target audience that has a great interest in personal development.



      A concept that many people associate with dating apps. The swipe function allows users to make decisions based on their personal preferences because a swipe either means “I like it” or “I don’t like it”. A good possibility to find out more about the preferences of your target group and to use gamification as fundament for market research.


      Scratch cards

      Less used and known but still executed successfully for some apps. Businesses often combine this concept with sweepstakes or giveaways.



      A more general term because gamification theoretically describes all games. With this point we specifically mean games which have received a digital conversion. One example: Memory.



      Nowadays you will not only find slot-machines in the casino, businesses use this concept for bonuses and discounts as well.


      Consider this hurdle by all means

      Gamification makes your business more attractive and establishes innovative ways for your marketing. But you should consider putting gamification methods in the context of your business and marketing goals. In the foreground is your marketing strategy and the determined metrics.

      In the strategic process, weigh the extent to which gamification fits your objectives and whether the cost-benefit ratio is high.

      Many think that gamification only works for claiming more personal data but this is not true. Gamification supports the customer loyalty through, for instance, weekly rewards or scratch card actions. Quizzes or memory work good as methods for e-learning as well.

      But precisely because you have a wide range of options at your disposal, the first step requires a consideration of the marketing goals in your company.


      How do I establish gamification methods?

      To execute gamification successfully, you don’t need any basic knowledge in programming. Providers of software as a service programs facilitate the entry with gamification because such applications are based on the modular principle.

      In the programming process of the FRAMR software, our team also paid attention to establishing individual design options so that our customers can easily implement their ideas and wishes. Digital signage harmoniously combines the strengths from the areas of gamification, information technology and marketing and takes into account important features to position itself strongly against competitors (e. g. user experience).

      See for yourself and configure your individual customer experience with our FREE cockpit configurator. You will gain more detailed insights into the possibilities of digital signage and develop a feeling for the advantages and functions in the area of gamification.


      Gamification examples: 5 stunning marketing ideas of known companies

      Concrete examples still best illustrate the advantages of gamification. In the following, we present five companies and their measures in the field of gamification.



      Truity is a website for advocates of personal development and behavior psychology. The website offers many different personality tests with final evaluation. Truity uses this concept to win over paying clients because the test and the results might be for free but exact evaluation of metrics is only available for those who pay a fee or start a subscription.

      Website Truity




      Audi configurators leave a strong impression on users. They convey the feeling to create something on one’s own and interests see the final result with their eyes. The free room for maneuver and exact price information also force the purchase decision.

      Website Audi




      The US-American franchise giant has been known worldwide for its “McDonald’s-Monopoly” since 1987. In the past, there were various high-priced grand prizes which encouraged many guests to visit the fast food chain more often or to buy more products.
      However, McDonald’s has also shown that it is better not to exploit the good nature of its target group. A few years ago, the fast-food chain made negative headlines because it came to light that it was manipulating sweepstakes.

      McDonalds Website




      Reddit users collect so-called “karma points” through posts, replies and votes, which increases their reputation. With this system, reddit ensures that its users become more active and thus secure a stronger status within the community (need for status).



      Duolingo users collect rewards and badges for completing lessons. It gives a good feeling to unlock achievements and Duolinge has recognized this advantage to motivate millions of users to learn foreign languages every day.

      duolingo website




      Gamification supports lead generation and customer retention. In addition, companies improve communication with their target group. Software as a service solutions do not require any programming skills which means that any company can easily create, establish and implement its desired measures. When planning your gamification actions, make sure to consider the wishes of your target group and choose measures that are in line with your objective. For example, it makes little sense for a software development company to focus on personality tests or advent calendars.

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        How to successfully expand digital competence in your company 994 537 Lukas Aumair

        How to successfully expand digital competence in your company


        How do businesses expand digital competence? In this article we will answer questions about digital skills and how to teach your employees properly.

        In this article:

        1. Digital competence definition
        2. How important is digital competence?
        3. The 10 most important digital skills
        4. Build up digital competence: Our 5 step guide
        5. Possible hurdles and challenges
        6. Will analogue processes soon be replaced completely? 
        7. Conclusion


        The most important in a summary

        • Digital competence has become increasingly important in the world of work.
        • Ideally, businesses aim for a step-by-step execution in which all employees are equally involved.
        • Analogue processes become less important but a complete digitization of existing structures will take time.


        Digital competence definition

        The term “digital competence” describes all required skills to use computers and other devices as well as to manage and process information through these devices. That includes the successful usage of specific applications to edit, save and publish content.

        For a long time digital competence was limited to answer mails and to use office applications such as Word or Excel. But in 2023 the requirements are much higher. Cloud applications, online meetings and digital administration determine the daily life of office employees.

        The expansion of digital competence requires a holistic approach which doesn’t only consider the skills of your employees but improving existing business structures too. Keyword: Digitization.

        Ideally, businesses aim for the goal to encourage the knowledge of their employees as well as the renewal of existing structures. Without expanding existing structures, digital competence has no value. On the other hand employees don’t know how to use digital ways if they don’t acquire relevant know-how.


        How important is digital competence?

        More and more employees work from home and use the possibilities of digital communication on a daily basis. That is one of many reasons why the expansion of digital competence becomes more relevant. Businesses are responsible to encourage their employees to work more efficiently and to establish smooth working processes.

        The right handling of digital applications has not only gained in importance in recent years. Already in a survey of 2018, 71 percent of managers said they want to open up new ways of income by using digital ways. The covid pandemic has further spurred this trend, as online retailers in particular have increased their sales.


        → Competence expansion goes hand in hand with the expansion of business structures. Every expansion or adjustment of processes requires adequate know-how.


        The 10 most important digital skills

        Digitization affects almost all company departments and they all require different skills. Therefore, there is no such thing as the “one” skill but rather a variety of many competences. Including the following:

        Search engine optimization: Essential to improve the positioning of a website. Without SEO a website will disappear in the “google nirvana” and possible competition advantages remain unused.

        Social media marketing: Platforms such as instagram, pinterest or linkedin have developed to profitable sales channels for businesses in the past years. That is even confirmed by statistics: In 2021 businesses earned more than 150 billion euros through social media.

        Web hosting: That includes management of a website, blog or online shop. Web hosting is not only about uploading new content or creating new sub pages for a website, it’s also about evaluating statistics to improve performance.

        Content production: Social media won’t ensure growth if businesses post low quality content. Possibilities in content marketing reach from picture design to video production.

        Digital communication: The usage of applications such as zoom or google meet belongs to the basic knowledge of all employees.

        Product management: Develop, manage and market digital products. Hereby many businesses focus on lead generation by offering digital products for free, so called “freebies”.

        User experience: It takes 50 milliseconds until website visitors get a first impression. Many businesses ignore user experience because they primarily focus on technical requirements (e. g. SEO). However, the target group should always be the number one priority.

        Cloud solutions: Using applications such as google docs makes it easy to share data and saves time as you don’t have to send mails with attachments.

        Service and customer management: Data banks and customer relationship management systems simplify the management of customer data and reveal more about the wishes and desires of your target group.

        Programming: The king discipline among digital skills. There are thousands of programming languages but the most known ones are PHP, java and python.


        Build up digital competence: Our 5 step guide

        To successfully promote the digital skills of your employees, you need to take measures but also consider hurdles and possible challenges. We have prepared the following guide for you so that the implementation is successful. It will help you to encourage the digital competence of your employees in just five steps.


        Know the needs of your team and your business

        The expansion of skills costs resources, especially time and money. That’s why the first step requires a plan and a goal oriented needs assessment.

        Let’s come back to the ten digital skills: Almost every business takes advantage when it schools its staff in the area of digital communication or service. However, it doesn’t make sense for businesses to invest in programming knowledge. There are only a few businesses which take advantage of this kind of internal know-how.


        The following questions will help you to purposely determine your businesses needs:

        • In which industry is our company active?
        • What goals are we pursuing?
        • What is the current level of knowledge of our employees?
        • To what extent do we benefit from the development of digital competence?
        • What knowledge and skills do we source externally?
        • What are the costs associated with expanding digital skills?
        • Are employees we train for specific areas likely to stay with the company longer?


        Recognize the value of further education

        Sure, further education is a purposeful way to expand the competence of employees. But it’s even more important to invest in the right measures. Online platforms such as Udemy can indeed provide valuable knowledge but on such websites are also course suppliers who don’t even understand their own profession properly. Hereby it’s better to consider other sources, even when they are more expensive. Get back to expert knowledge to school your employees as well as possible. Sure, that costs more at the beginning but ensures a purposeful investment in the long term.

        Sure, there are also ways to get free access to know how. Platforms such as LinkedIn or YouTube provide a variety of possibilities for further education. Especially in the field of digital communication, cloud usage and user experience it’s not necessary to invest in expensive education measures to school employees properly.


        Obtain external knowledge

        In many cases it’s much cheaper and more sustainable to get back to external knowledge. One example is building and maintaining the business website or programming an app.

        Businesses also have the possibility to combine internal and external knowledge. Here, the business website is again a great example: External web designers or programmers promise a purposeful investment because their expertise, including the areas of social media and SEO, requires years of project experience. In turn, employees can manage and maintain the website. But also other tasks such as entering new products in an online shop don’t require external knowledge for execution.

        Through a cost-benefit analysis businesses determine the goal oriented usage of their budget and such a consideration is to be used for each investment. But as a rule of thumb we recommend the following: Big projects, for example building the business website, are better given into the hands of external experts. It requires too many resources to properly teach employees how to do it. In turn, it is cost wise more reasonable to, for example, build social media channels with an internal team.


        Don’t get lost into details

        Expert knowledge ensures advantages in competition and more growth possibilities but in many cases the basics are completely enough. Your business doesn’t need professionals who know every single detail function of Google Docs or Google Meet. Knowing the basic requirements is enough. Therefore, don’t only consider which measures are purposeful but also to which extent.


        Consider current trends

        The term “digital transformation” describes the current situation perfectly: We are in a constant transformation which doesn’t allow standstill. That also means that our level of knowledge is constantly sinking. Who would’ve thought that we would use social media channels such as TikTok only a few years ago or that the stationary trade will focus more on e-commerce. But it is exactly these unpredicted changes which bring businesses into the position to find ways to expand their employees’ knowledge. The expansion of digital knowledge is not a one time project but a long term process. Therefore, initiate steps to ensure a long term expansion of knowledge.


        Possible hurdles and challenges

        Executing a plan is not a one-way street. When expanding the digital competence of your company, some hurdles and challenges might be in your way. Including the following:

        • No unified level of knowledge
        • Personnel fluctuation
        • Growing requirements


        No unified level of knowledge

        Further education, as purposeful as it is, comes with a major weakness: The educational content is aimed at several people at once. As a result, some employees have too low or too high a level of knowledge. Beginner oriented training provides no value for advanced employees, on the other hand, programs for the advanced are no good approach to introduce newcomers to a topic.

        Solution approach: Don’t only consider training programs for all employees. Instead, help your staff to find suitable mentors to expand strengths individually.


        Personnel fluctuation

        Qualified employees can choose between many employers on the market. This also increasingly reduces operational loyalty. This is a big challenge for companies as they lose internal knowledge when employees leave. As purposeful the investment in the knowledge of employees is, it might not have any long term advantages because other companies appear more attractive.

        Solution approach: Don’t forget to prioritize the expansion of a positive working climate. Employees aren’t just human resources, they are human beings who belong to your business. You can’t avoid job changes completely but you can initiate measures to make your business more attractive to employees to make them stay.


        Growing requirements

        Digital progress promises solutions and makes business processes easier. However, requirements regarding operation, administration and editing grow too. That on the other hand requires higher investments in training and the expansion of competences. There is no doubt that the expansion of digital competence is worth it but you shouldn’t underestimate the volume of investment.

        Solution approach: The already mentioned cost-benefit-analysis helps to determine goal oriented measures. Know your team’s level of education and focus holistic as well as individual approaches equally.


        Will analogue processes soon be replaced completely?

        Prognosis regarding the future influences of digitization suspect a successive omission of analogue applications. But this process will take time. There are still too many businesses which primarily rely on analogue processes and although many of them pursue the goal of digitization, they often don’t have a concrete plan.

        The development of start-ups and new founded businesses suggests that young businesses rely on digital structures from the very beginning. Business size and smaller structures play a role here too. The digital construction of a small business is done less complicated than restructuring analogue processes of bigger businesses with more than 100 employees.

        But big businesses digitize their processes successfully too. German statistics actually confirm that especially businesses with more than 250 employees use the strengths of social media. Furthermore, there are barely big businesses without their own website or a digital marketing strategy.

        In some areas it is to expect that analogue processes will be replaced completely, especially in marketing. Reasons are measurability and that businesses reach out to a broader audience. But digital marketing strategies require deep knowledge in social media and SEO. Therefore, businesses are responsible to school their employees to not only expand digital structures but to ensure long term results as well.


        Conclusion: Build on progress

        Digitization is advancing and so is the expansion of internal competencies. New trends, especially in marketing, put companies under pressure to pull. Digital change may progress faster than the level of knowledge in the company is growing.

        It is necessary to weigh up which trends and competencies offer added value. In addition, it is purposeful to build on existing strengths in order to ensure specialist knowledge. As already mentioned, it therefore makes little sense to get lost unnecessarily in details. On the other hand, it has disadvantages in competition if companies do not offer further training in certain areas.

        Contact us


          What is corporate communication? Definition, goals & examples 994 537 Lukas Aumair

          What is corporate communication? Definition, goals & examples



          What is corporate communication and what measures do companies need to take? Everything about definition and goals + examples.


          In this article:

          1. Corporate communication definition
          2. Which goals need to be achieved?
          3. Business communication as a part of corporate behavior
          4. Corporate communication examples
          5. Rules of business communication
          6. Business communication checklist
          7. Consider and overcome linguistic hurdles
          8. Corporate social responsibility: An important message for businesses
          9. Our final advice
          10. Conclusion
          11. FAQ


          The most important in a nutshell

          • Corporate communication considers both, internal and external communication
          • A goal oriented corporate communication improves working climate and the interaction between staff
          • Good communication structures will have a positive impact on your business image and promises competition advantages


          Corporate communication as a key element to a working business

          Efficiency and sales will always be a company’s number one priority. There is nothing wrong with that because only economically strong businesses will survive on a highly competitive market. But it’s about under which circumstances this goal will be achieved. In the past decades most businesses have recognized that employee satisfaction does not only depend on salary but rather on other factors. One of them is corporate communication.

          In this article we will talk about corporate communication and how businesses can use it to their advantage. Moreover we will dive deeper into the importance of individual approaches and social responsibility.


          Corporate communication definition

          The term corporate communication sums up all measures to improve the communication within a company. This concerns not only the communication between a company and its staff (internal) but also the interaction between a business and customers, partners or suppliers (external).


          Which goals need to be achieved?

          Corporate communication follows the goal to create consistent dialogue structures between a company and its stakeholders. But there are other reasons which speak in favor of improving communication structures of a business.

          A good corporate communication improves working climate and strengthens the trust between a business and its staff. That in turn has a positive effect on productivity. Encouraging the internal dialogue also comes with the advantage that there will be less conflicts and that businesses can react better to the wishes of their staff. That results in a healthy business culture with open dialogue structures and strengthened trust between employer and employee.

          In external business communication it’s primarily about such factors which will make a business stand out against its competitors. We are talking about corporate identity. Many don’t associate corporate identity with open dialogues or information exchange but rather with nice looking logos and convincing messages. That is a way to communicate too – corporate communication doesn’t necessarily mean to seek out dialogues because visual elements and messages will also improve business communication.

          Therefore, the goal is not only to communicate transparently and openly but also to use the advantages of visual elements.


          At its core, corporate communication pursues the following goals:

          • Improving corporate identity
          • More transparency for employees
          • Ensuring employee satisfaction
          • Establish a good working climate
          • Reaching business goals
          • Secure competitive advantages
          • Improving business culture as a whole
          • Expanding customer loyalty and customer acquisition as well as improving customer experience
          • Strengthen the business image
          • Cultivating business relationships


          Business communication as a part of corporate behavior

          Corporate behavior is a part of corporate identity and describes the behavior of a business towards its stakeholders. The focus of corporate behavior is on the achievement of goals and whether companies act in the way they communicate to the outside world.

          Corporate behavior is seen as a separate area of corporate identity but it also has an impact on reaching goals and therefore on a business’ behavior as well.

          One example: Through good communication structures businesses will increase productivity of their employees because open dialogues and information exchange build trust as well as satisfaction. This will ensure reaching goals in the long term.

          In general, communication always has a positive impact on corporate business. Possible disadvantages only occur when an information flood limits scope of action and paves the way to micromanagement.


          Corporate communication examples

          To develop your sense for practical application of corporate communication, we will take a closer look at some examples. Hereby it’s especially important to differentiate between internal and external business communication.

          Corporate communication examples internal:

          • Employee interviews
          • Feedback talks
          • Regular trainings to promote knowledge
          • Transparency in information exchange (e. g. through digital signage)
          • Communicating wishes through open dialogues
          • Defining goals clearly and communicating reached goals openly (e. g. through monitoring)

          Communication is key. So approach your employees openly and ask for their feedback. Monthly employee interviews help to recognize wishes and to expose possible conflicts. Corporate communication also means to create a good working climate by avoiding conflicts within your team.

          Every business ideally seeks out dialogues with its employees to respond specifically to wishes and needs. It’s harder to execute this approach for information exchange regarding events or internal changes. A centralized and automated communication structure will help you hereby. Information terminals for example provide a centralized approach to inform employees about news with little effort. Monthly employee meetings will improve and automate corporate communication as well.

          At an external level you need to differentiate between marketing and PR. Companies can increase their positive image through newspaper articles and press releases. Marketing methods on the other hand will help to strengthen the corporate identity and to force customer acquisition.


          Corporate communication examples external: 

          • Press releases
          • Social media channels
          • Digital advertising
          • Interviews
          • Use cases for more transparency
          • Sponsoring
          • Posters and flyers
          • Content marketing
          • Reports for business partners and stockholders
          • TV spots

          Don’t underestimate the effect of sponsoring and press releases. These supposedly old-fashioned PR methods have a strong impact on a business’ image. While they don’t build brand awareness as specifically as maintaining social media channels for example, they do position your company more strongly, especially on a regional level.


          Rules of business communication

          Many businesses primarily focus on external communication because they will win new customers and business partners with it. The key factors for more sales.
          But without satisfied and educated employees, productivity will decrease and your company will have disadvantages in competition. Therefore, you should improve corporate communication as a whole. To improve internal communication structures, you can establish rules which equally apply to all employees. Obligatory rules will ensure a better together within the team and help to reach goals.

          With the following rules of business communication, you will improve existing structures:

          • Openly talk about conflicts
          • Informing employees about changes
          • Monthly employee meetings (to talk about collective challenges)
          • Obligatory trainings for all business departments
          • Showing appreciation towards your employees

          There are two things to consider when executing these rules. On the one hand you should make sure that these rules will become part of the business values. Every team member needs to know about these rules and recognize that they follow a purpose. On the other hand you shouldn’t ignore financial and timely aspects. You better ensure to have enough resources to establish regular employee meetings or employee interviews.


          Business communication checklist

          • Involve all employees into the process
          • Talk about the current situation and challenges with your team
          • Define clear goals and which tasks need to be done
          • Consider budget and human resources
          • Establish fix days and times for employee interviews, trainings and feedback talks
          • Approach the worries of your employees and convince them with good arguments
          • Consider your customers and your business partners
          • Determine channels to communicate business internal messages
          • Don’t give empty promises but rather set realistic measures
          • Talk regularly about the approached measures and if all employees are okay with it
          • Repeat all the steps and optimize them where it’s necessary


          Consider and overcome linguistic hurdles

          Corporate communication is aimed at different groups of persons but exactly this aspect is often ignored by many businesses.
          Law changes in data security need to be communicated differently to human resource employees than to a data protection officer. It’s also pointless to use information terminals as the only source of communication when many employees work at home or in the field service.

          Linguistic barriers hinder goal oriented approaches. Ask yourself the following questions to eliminate possible hurdles in internal corporate communication:

          • Do all employees have access to information?
          • Are there linguistic barriers because of different nationalities?
          • Do we use too much professional language?
          • Is our communication directed towards the perspective of our employees?
          • Do we grow faster than we can improve our communication structures?

          In external communication it’s especially important to consider the principles of marketing. A basic differentiation between B2B and B2C clients is a good start but a deeper selection will help more in the long term.

          Ready for take off?

          Are you looking for an efficient way to improve communication in your company? Then only with the innovative digital signage software by FRAMR! Try it for FREE.

          Corporate social responsibility: An important message for businesses

          In 2023, external communication means more than just good PR and marketing. Businesses show more social responsibility, be it through better compliance, approaches to expand environmentally friendly working processes or more accessibility.

          There are laws as a guideline to execute these measures. But there are other objective measures which support the execution too. One of them ist the principles of corporate social responsibility (CSR).

          In the core, CSR describes the voluntary contribution of a business to a sustainable development of the economy. This includes climate protection, measures against corruption or an ethical justifiable business culture. Some guidelines of specific countries (e. g. Germany) force bigger businesses to create reports about their CSR approaches but for other companies the contribution is voluntary.

          CSR sends an important message to businesses: Social consciousness and responsibility become more relevant. When thinking of corporate communication, don’t only consider promising messages or convincing marketing but social aspects as well.


          Our final advice

          Take care of executing corporate communication in a holistic approach. Many businesses strongly focus on external communication because marketing promises more sales and a stronger public image. Thereby employee satisfaction and internal conflict mastering have a massive impact on the success of a business as well.

          Before you execute measures for a better corporate communication, deal with the question if your team equally builds structures for both internal and external communication to approach a holistic process- and structure optimization. In order to promote corporate communication, your company should also push the development of digital competence in order to create more efficient structures and also keep communication channels shorter.


          Conclusion: The human being is in the foreground

          Businesses face the challenge that a standardized approach through corporate communication is barely possible. Because of the already mentioned linguistic hurdles, businesses can only partly automize their communication processes.

          Therefore, it’s better for businesses to follow the goal to establish automated processes which consider individual customer wishes or desires of employees. It’s also important to overcome linguistic hurdles.


          Finally, we will answer commonly asked questions about corporate communication.

          Marketing communication concerns commericialization of a product or a service. Corporate communication on the other hand also considers the appearance of a brand and the image of a business. 

          Corporate communication does not only focus on the advantages of a product or a service but will ensure the communication of the business image. At an internal level, businesses ensure higher employee satisfaction and increased productivity. 

          Contact us


            Here is why digital advertising is better than offline marketing 994 537 Lukas Aumair

            Here is why digital advertising is better than offline marketing


            The influence of digital advertising can be seen in the success of many companies. But are digital measures better than classic marketing?

            In this article: 

            1. Digital advertising: Better than offline marketing?
            2. Adaptability is required
            3. What is digital advertisement?
            4. What does digital media offer that TV advertising does not?
            5. What are the costs of digital advertising?
            6. Offline marketing vs. online marketing: Which one is better?
            7. Conclusion
            8. FAQ


            Digital advertising: Better than offline marketing?

            Businesses prove themselves against competitors with good marketing. Because of the rising competition, it is required to re-think strategies and be innovative. But even more important is advertising to reach the right target group. In the past years, the direction has changed and social media as well as facebook advertising have started a new age of marketing. But are these methods better than the classic ones?

            Digital advertising

            Digital advertising: More than Social Media | © Adem AY


            Digital advertising: Adaptability is required

            A company’s success is defined not only by a brilliant idea or marketing strategy, but also by its ability to adapt to current trends. Until around 2010, digital marketing was still in its infancy and only a few companies even had their own website or email inbox. But in recent years, it has become very clear how businesses of all sizes benefit from digital marketing. It has never been so easy to achieve national or even international recognition and to address one’s target group in a targeted manner.

            How dangerous it is to oversleep such trends is demonstrated by the company “Quelle”. The company from the Bavarian town of Fürth successfully held its own on the market for more than 80 years, but the situation changed – the company continued to rely on the tried-and-tested Quelle catalog and disregarded digital trends. The insolvency application followed in 2009. Admittedly, an insolvency application is not due to a single misstep, but oversleeping current marketing trends played a serious role in this case.

            This example shows the serious consequences that affect even established companies if they fail to adapt to change. The transition from classic marketing methods to digital advertising is not complete – on the contrary – new trends regularly emerge and this allows more creative scope, but this also increases the pressure in the competitive battle.
            The change is having an effect, and this becomes clear when looking at the strategies of companies of all sizes. Terms such as “social media” or “content” did not attract any attention ten years ago, but in 2022 they are an integral part of every marketing portfolio.


            What is digital advertisement?

            Marketing and advertising – many use these terms as synonyms but they have different meanings. Marketing is a holistic, strategic process which doesn’t only focus the aspects of advertising but also involves administrative and personnel decisions. Advertising on the other hand is how businesses communicate their marketing strategies to their potential customers. Classic marketing methods are TV advertising, flyers and banners. Digital marketing re-defines the process of communication and focuses on social media as well as social advertising.

            Examples for digital advertising:

            The influence of digital advertising is growing and plays a decisive role in the marketing of a company’s own offering. This also expands the opportunities to try out creative approaches (e.g. gamification). A few years ago, few people would have thought of presenting their advertising via a screen rather than a billboard. But it was precisely these changes that redirected the course of success for many companies.


            What does digital media offer that TV advertising does not?

            More and more businesses use the possibilities given by the age of digitalization. People of all ages use social media as well as they use google search to find inspiration. Digital displays prove themselves because they appear more high-grade than classic banners and the possibilities regarding designs are much bigger. There are many more reasons because besides reaching the right target group and the process of design, businesses find more other advantages.

            The advantages of digital advertising are the following: 

            • Higher adaptability
            • Mobile availability
            • Efficiency in terms of costs
            • More discreet

            Both companies and their target group benefit from these advantages – this interaction makes digital advertising an useful option as a whole because businesses work more efficiently and they reach new customers at the same time.


            Higher adaptability

            Growing competition is causing companies from all industries to think in several directions. Not only does a company’s own offering and its relevance for potential new customers play an important role, it must also constantly keep an eye on the competition. Competitive analyses were already part of a company’s tasks before the digital transformation, but in the course of digitization, this subarea is weighted more heavily than ever before. New trends are regularly established and there are changes in marketing, which means that companies that do not take these trends into account will be at a competitive disadvantage.

            The short-lived needs of the target group also require a flexible rendition of advertising in order to appeal to precisely these needs and target people. Classic advertising methods such as flyers or banners reach their limits here. The design and printing process takes more time than content creation for digital advertising, and adaptation options are few and far between. Every time a trend changes, new flyers or posters are required and the entire process behind them takes a lot of time.

            Taking digital billboards as an example, it shows how uncomplicated modern ways of advertising are: Throughout the day it is possible to display ads for target group A and in the evening businesses can reach target group B. The content of digital signage is adaptive and unbound – even service providers take advantage of that because they are given the possibility to display the latest information on a specific topic.


            Mobile availability

            Having access to content everytime and everywhere – the flexibility of tablets and smartphones has a positive impact on businesses’ reach. Banners almost exclusively reach people from one region and flyers barely make it outside the neighbors post box. Things work differently with digital advertising: The target group searches for something on google and then goes to facebook – thanks to social ads a company from Vienna reaches customers from Munich.


            Efficiency in terms of costs

            The purchase of a mobile display might appear expensive and social ads can also cost businesses a lot of money. But the adaptability creates space for test phases. Especially social ads provide advantages because the measurability of results gives a better insight and therefore creates potential for improvement.


            More discreet

            Digital advertising primarily reaches people who have a potential interest in services or products. Google ads are only visible for people who searched for something specific and digital ads aren’t intrusive either. However, it’s a different story with a flier in the post box and advertising breaks on TV are also annoying (because they interrupt the most exciting scenes of a movie).

            Communication: Thanks to digital marketing it is uncomplicated and businesses reach more potential customers | © Headway


            What are the costs of digital advertising?

            Companies better calculate more generously at the beginning, because the first step requires some test phases that cost money accordingly. However, it must be weighed up which goals a company sets. If the focus is on lead generation, more budget is required than if brand awareness is to be expanded.

            The cost aspect must always be considered on a case-by-case basis. The more extensive the strategy and the advertising measures that go with it, the more expensive it is to implement. Much more important than the costs, however, is the efficient use of the available budget. In the long term, the measurability of digital marketing measures allows for good potential savings and better targeting of advertising to the target group.

            Not every form of digital advertising grants good measurability, however, but the potential for savings can be seen in other ways. Let’s take the digital billboard as an example: it’s hard to track how many people buy a product in a clothing store through advertising displays, but parallel processes for evaluating the target group enable more effective reproduction of content. If analyses show that mainly younger people visit a shopping center in the afternoon at 3 p.m. and middle-aged people tend to visit in the evening from 7 p.m. onwards, the flexibility in content playback allows the content to be aligned with the target group accordingly.


            Offline marketing vs. online marketing: Which one is better?

            It’s wrong to say that all classic marketing methods are bad because they are the fundamental approach to digital marketing and many businesses use flyers as well as banners successfully. In comparison, digital marketing only provides advantages.

            That mainly shows in the possibilities to adapt, mobile availability, measurability of results and efficiency. The investment in classic marketing is a risk because businesses can’t determine concrete numbers. Sure, not every method provides good measurability but a holistic digital marketing strategy does.

            However, there are also two disadvantages in offline marketing. On the one hand it’s complicated to start the right way. Those who have never occupied themselves with digital marketing 101 might need a consultant or many hours of research to find the best strategies for their own business. Another disadvantage are the high expectations – especially small businesses expect too many new customers once they created their own website or started with social media. The rising competition makes that a tough challenge because the good places in google and social media channels are limited.

            However, search engines and social media aren’t the only ways to use digital marketing. In the end, a good strategy combines the strengths of many different areas. In case a company has always been successful with events it of course can still be part of a holistic strategy.


            Conclusion: A lasting trend that requires innovation

            The comfort zone is a dangerous place especially in marketing. If there is one disadvantage in digital marketing it’s to ignore current trends. However, a turnaround is not accomplished from one day to the next and businesses have time to adapt.

            Digital advertising is superior to offline marketing, no matter if we talk about flexibility, costs or mobility. The only disadvantage is the amount of given possibilities and that companies choose the wrong ones. However, the ones who are prepared will not fail.

            Article → Cloud based solutions B2B: Digital signage and more



            Following we will answer the most frequently asked questions about digital advertising.

            It depends on how much money you spend and what you want to achieve. You can start with just a few euros but if you want a positive return on investment you will have to invest a few thousand euros each month to succeed.

            Digital advertising includes all media which can be used to market products or services, so facebook ads, google ads, social media, newsletter marketing, content or videos.

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              Pictures: ©

              Pizzetti Take Away 1024 768 Lukas Aumair

              Pizzetti Take Away

              At the Pizzetti takeaway franchise, frameless Panasonic TH-55VF2H displays spotlight tempting Italian treats to busy walk-in customers. Managing content through two FRAMR.Player PROs, each with two outputs, allows separate content on each screen in the highest quality – across all of the company’s locations.

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                Digital signage in Le Jardin restaurant 1024 682 Lukas Aumair

                Digital signage in Le Jardin restaurant

                A unique dining club in the middle of Linz: Le Jardin. During the week, a fine-dining restaurant and bar, followed by a metamorphosis into a club on the weekends. Enjoyment & relaxation in the middle of Linz in an idyllic garden located in the inner courtyard. The restaurant places great emphasis on regional products of the highest quality, both for the lunch menu and for à la carte dishes in the evening. Because regionality counts in every respect, local products from the company Megatechnik were used for the display advertisements.

                To promote Le Jardin’s unique symbiosis of restaurant, bar & club, a FRAMR. Player PRO was installed, which feeds an LED wall with different contents. During the day with excerpts from the menu and advertising subjects for dishes and daily gastro promotions, in the evening party visuals provide the musical and visual background. Parallel to the closing time of the staff, the time-controlled player also switches off in order to transmit pleasure and joy again punctually the next morning.

                Article → Digital Signage Software: The future of communication? 

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                  FRAMR. Salzwelten Hallein 1024 768 Lukas Aumair

                  FRAMR. Salzwelten Hallein

                  Clearly arranged and well informed, walk in the footsteps of the Celts through the oldest salt mine in the world: FRAMR. Player PRO displays in the indoor and outdoor areas of the Salzwelten Hallein ensure that no one misses anything. Neither bus departure times, nor start times of guided tours, nor any other information worth knowing.

                  Five FRAMR. Player PRO with two output channels each were installed in the exhibition and visitor center. This allows the control of up to two separately controlled screens. In the ticket office area, dynamic price lists and videos of the exhibition are displayed. FRAMR. Player follow the visitors from the very beginning through the whole exhibition, for example as general info points & advertising screens, and serve as orientation for the small and big visitors.

                  Article → Digital Signage Software: The future of communication? 

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