It’s all about…



The second weeks topic of my Digital and Social Media Marketing course at Iversity was „Digital Marketing Channels“.

Searching for YOUR Digital Marketing Channels

There are many ways for a Company to engage with their Customers: Facebook, Twitter, Instagram, Youtube, Newsletters just to name a few.

The task of selecting your ideal digital marketing channel should be a well considered and important question: What do you want to achieve with your digital presence? Who do you want to reach with your presence? There are so many answers to these questions. What is yours?

Here are just a few points that you might want to ask yourself:

  • Do you want to inform your customer about your brand and products?
  • Do you want to start a dialogue with your customers?
  • Increase the number of your customers?
  • Involve your customers?

You don’t know yet? Ok, no Problem. See, Digital Marketing is more than just uploading a picture on Instagram, a Tweet on Twitter or a Post on Facebook once in a while. It’s actually a full time job if done right. So please answer a few key questions to yourself before you decide on a digital marketing channel.

  • What do you want to achieve?
  • Who is your target audience?
  • Which digital marketing channels are useful for your business?


Help! Where should I go? So many choises!

Now lets have a look at a small selection of digital marketing channels:



If you own a Business, a website would almost be a necessity and would be the minimum for you to have in our digitalized world.

Your website should

  • be suitable for the type of business you have
  • look pleasing/attractive, not cluttered
  • include all informations about your company and products
  • be easy to navigate
  • include your companies contact informations
  • be mobile friendly
  • SEO optimized.



A newsletter is the easiest way to engage with your customers. Regardless if you want to promote a new product or offer special deals a newsletter is a great way to do it.



Facebook startet 2004 and is a free Social Network with 1,44 Mrd. Users worldwide. On Facebook you can post news, updates and upload Pictures and Videos. Facebook isn’t just for personal use. A company can create a Facebook Page as well. The largest age group of Facebook Users are between 25 and 34 years. (Source: So please concider your focus group is that you are trying to reach.



Twitter exists since 2006 and is a digital real-time application for microblogging. The postings on Twitter are called Tweets and have a maximum capacity of 140 words per Tweet. Twitter has 288 Mio. Users worldwide. People between 25 and 34 years of age make up the largest chunk of Twitter-Users. So, please again consider what your focus group is that you are trying to reach. (Source:,



Instagram is a free Online-Service for Sharing of Pictures and Videos. Instagram is a mixture of microblog and audivisual platform which enables its users to spread their posts in other social networks too. There is no specific Userprofile for Businesses but nevertheless Instagram can be a strong marketing instrument for a company (please beware: as a company you have to have an impressum. Because you can only use a regular profile type on Instagram place a link to your companys website’s impressum in the description in your profile). Instagram has 380 Mio Users worldwide. The biggest age group of Instagram Users in Germany are at an age of maximum 18 years of age. In comparison, in the United States of America the biggest age group of Instagram Users are between 25 and 34 years old. (Source:,

As you see Instagram is the best example to show you the differences between the usage of social networks worldwide. When selecting your Digital Marketing Channels this is an important point you should consider if your Company is operating worldwide.



youtube is online since 2005. Youtube is a videoportal on which users can watch videos for free, rate them and in turn upload videos for themselves. Youtube has more than 1 mio unique visitors per month so youtube is an important digital marketing channel if it fits to your businesses digital marketing needs. The average age of youtube-users are 18 – 34 years.


Let’s get practical

After having a theoretical look at some digital marketing channels, let’s work with an example for the usage of digital marketing channels. For my example, I chose Lufthansa. You can find the Lufthansa website at There you can choose between german and english language and then get to the appropriate Lufthansa official website.

The Lufthansa Group is a global aviation group with an approximately 540 subsidiaries and equity investments. The biggest operating segment in the Lufthansa Group is the Passenger Airlines Group. Lufthansa as Europe’s largest airline with operations all over the world created a very strong and trustworthy brand identity which is known all over the world.


So, let’s see how Lufthansa is engaging with their customers.


Lufthansa Website

At first Lufthansa is using a website. At the Lufthansa Website, Customers can find all information they need in an easy and well thought out way. Customers can find information regarding flights, check-in, baggage, airports, travel classes and many other things dealing with their travels. Customers also can manage their bookings and use the online-check in at the Lufthansa Website. Lufthansa also shows its contact information on its website, so that Customers can contact Lufthansa by phone, e-Mail and through postal service.


Lufthansa Newsletter

Lufthansa uses newsletters as one way for engaging with its customers. With the newsletter Lufthansa is spreading the newest offers and news to customers.


Lufthansa on Facebook

Lufthansa is also using Facebook as a way for engaging with its customers. There are 1.882.773 Persons who liked Lufthansa on Facebook. On the Facebook Page, Lufthansa informs its customers about the Company, advertises events, shows pictures, informs about the Company history and most important: is interacting with the customers like answering questions, commenting customer posts usw.


Lufthansa on Twitter

Twitter is a further digital marketing tool that Lufthansa is using to engage with its customers. There are 202 Tsd. Followers of Lufthansa on Twitter. Through its Twitter Account, Lufthansa is tweeting pictures, videos, history, informations and is advertising events.


Lufthansa on Instagram

Lufthansa of course also uses Instagram for engaging with its customers. Here Lufthansa posts a majority of its pictures regarding the company, and has 206 Tsd. subscribers.


Lufthansa on youtube

Lufthansa is also present on youtube with an own youtube-channel. On this platform, Lufthansa is not only showing TV-Advertisments but more importantly Videos about trips and travels, and promotions about Lufthansa unique specials events and promotions like Fanhansa ( during the Soccer World Championship), SceneSpotter as a social travelguide and Klughansa, where the crew is answering questions round about flying and maintaining the aircraft.

Especially with the Klughansa-Videos Lufthansa is offering her customers a surplus value.


Lufthansa on Foursquare

Besides the well-known social media channels like Facebook, Twitter usw. Lufthansa also uses Foursquare. Foursquare is a social media channel for real-time location sharing and to show and see recommendations of different places, restaurants etc.

This is a very good example for choosing a digital marketing channel that fits specifically to your company.


Now it’s up to you

Per the example of Lufthansa, you can see the many different ways to engage with your customers and how perfect this can work, if you pick and choose the digital marketing channels that best fits your businesses requirements

So now it’s up to you to find your digital marketing channel! Think about it and have fun choosing them.


See y’all next week for another chapter on my Digital and Social Media Marketing Journey.

Join me on my journey!

Hi there!

A few days ago my journey with iversity began: I started with the Digital and Social Marketing MOOC. First I was a little intimidated… How will it be? But hey! Learning at iversity turned out to be fun! And extremely interesting!

Therefore I would like to show you my personal five most interesting and useful points.

Customer Journey

To understand the process from the incentive, through the purchase, up to the subsequent tasks of the customers, was one of the most interesting parts for me. In my opinion, this understanding is highly important for companies to reach their goals in engaging the customers.



At some point in the past I’ve worked with SWOT but had never heard about SMART. So of course, this was a very useful part of the first chapter for me. Especially the flexibility of SMART and the different areas in which SMART can be applied was very interesting. Very helpful were the explanations of the experts, which had the result, that I was able to visualize the theory in practice.


Brand Equity

I was aware that the customers opinions are highly rated but I was a little surprised that the statements of a company about their brands are less important than the customers subjective opinions and following actions (recommodations, reviews etc.) about the brand. I thought they were pretty much equal in the marketing field. But then I realized that I myself was looking more and more often towards customer reviews than towards a companies statement about their brands. This was so normal for me that I didn’t realized it until this #passion4digital MOOC. So this makes the Brand Equity section to one of my favorable points in this Chapter.


Digital Business Maturity Model

Five simple Levels. O – 5. And I’ve never heard of it before. Now I know these five Levels are called Digital Business Maturity Model. And thanks to these Digital Business Maturity Model I now know on what Level I am. Additionally to the status quo the Digital Business Maturity Model is a good tool for staying focused on the goal of reaching the highest level.


The three musketeers: Course structure, knowledge mediation and additional value

The fifth and last point incorporates three topics: The course structure, the way the knowledge was transfered and the added value of explanations and comments of the experts to the topics. These three components interact well together in the #passion4digital MOOC and provide a pleasant and well-rounded learning experience to the students.


I’d like to say thank you to iversity and the lecturer for this very interesting and informative first chapter. And for all participants of the #passion4digital MOOC a lot of fun and success!

See y’all next week!