CondorX

Marcus Bader im Portrait:

Marcus Bader is profiled as the Group Head of Marketing E-Commerce for Condor/Thomas Cook Group Airlines, a role he assumed on June 1, 2016. The interview describes his mandate to manage sales- and brand-communication across all B2C online and offline channels and to optimize channel budgets within the sales funnel. It traces his career path from five years at Steigenberger Hotels AG as Senior Director Corporate Branding & Marketing—where he oversaw four brands and launched the Jaz in the City concept—to early digital marketing work at Tchibo, including a stint as Head of E-Commerce for Tchibo Online. Bader emphasizes the appeal of digital marketing’s measurability and ever-evolving tactics, noting that travel is a perishable product and that channel roles must be understood to allocate budgets effectively. He highlights current interests in behavioral marketing, CRM, dynamic messaging, and the rising role of mobile in search and booking, while desktop remains relevant through 2017.

Multi-Device und Multi-Channel: Tracking und Attribution auf neuem Level

Global smartphone adoption is rising, with around 1.75 billion users expected in 2014, while nearly half of shoppers use multiple devices. Germany’s mobile advertising expenditure grows rapidly, from $112 million in 2011 to $463 million in 2013, with forecasts of $851 million in 2014 and $2,787 million in 2017. A core theme is cross-device attribution, requiring integrated solutions to map the full customer journey across devices, including apps where cookies cannot track users. Fingerprinting may supplement or replace cookie-based tracking, though the customer ID remains a binding element across devices. Linking online and offline activity through a shared customer ID enables improved attribution and potential CLV calculations, with offline channels like TV, direct mail, loyalty programs, and e-receipts contributing to the picture. The ROPO trend (research online, purchase offline) and measures like click-and-collect illustrate ongoing online-offline integration. The piece is authored by Lothar Krause of Sociomantic Labs.

Mit Condor auf Shoppingtour

Condor, the German leisure airline, announced the launch of Airshoppen, an online duty-free shopping service that lets passengers order tax-free goods before their flight and have the items pre-packed and ready on their seat when boarding. Beginning January 15, travelers can browse products online prior to departure, expanding Condor’s revenue beyond ticket sales and in-flight purchases. Condor’s CEO, Ralf Teckentrup, said the concept has performed well in Scandinavia and expressed confidence it will be popular in Germany as well, noting that customers can choose from a broader product range than traditional onboard sales. The airline also offers a low-price guarantee, promising to pay the difference if a product is found cheaper elsewhere. Handelsblatt reported the information.