For the Dutch company Kamera Express, we provided strategy consulting for the placement of various brands as well as comprehensive online store optimizations and adapted the online marketing activities for the German target market.
Kamera Express is a Dutch company that sells photo and video equipment for every budget. Having been present on the market for more than 25 years now, international dreams were finally to become reality in 2018 as well, and Kamera Express expanded into additional European countries. But the breakthrough in Germany has not yet really happened. An online store and individual branches were already there, but in cooperation with #Die.Digitalfabrik, the Dutch company was finally to become one of the leading photo and video specialists with over 42,000 products in Germany as well.
Strategische Platzierung der Marken auf dem deutschen Markt.
Eine starke Basis schaffen: Online Shop screenen, Showstopper und Übersetzungsfehler identifizieren und ausbessern.
Marketingpotenziale für den deutschen Markt und Zielgruppe analysieren.
Contentausbau und SEO-Optimierung, Suchmaschinenwerbung, Social Media Advertising, Newsletter-Übersetzung
Workflow: Arbeit im agilen Projektmanagement
In addition to the initial measures to improve performance, brand awareness and positioning on the German market, we provide Kamera Express with ongoing SEO support. We have successfully used Kamera Express in the following disciplines
supported. With a comprehensive view of a balanced and sensible mix of on-page optimization, off-page measures, ongoing adjustments and improvements, we were able to significantly increase the visibility index, place thousands of keywords in the top 100 and significantly increase the top 10 rankings.
In the area of link building, we focus on projects that comply with Google’s strict guidelines for high-quality backlinks. We placed particular emphasis on natural backlinks from high-quality content and trustworthy partners.
In the means of content, we continuously created content on topics with a high search volume and also supported Kamera Express in its work with external text agencies. With text briefings specially tailored to industry-specific topics, a large amount of content was generated according to SEO-optimized standards that is relevant for the respective target group.
During snippet optimization, we optimized and restructured both title tags and meta descriptions for individually researched keywords. In the area of internal linking, we paid particular attention to the inspiration section, which offered particularly strong content opportunities, and created meaningful synergies between the articles and corresponding product categories or service pages.
All measures and their effects were recorded in monthly reports and evaluated in a month-over-month and year-over-year comparison. In close coordination with the marketing team at Kamera Express, we were able to achieve ongoing coordination on successful developments and planned projects in the area of SEO in the future.
August 2021
June 2023
The challenge since hour 0 was that several Kamera Express brands were to be placed on the German market and thus cannibalization among them had to be avoided. As a result, unique content was created for each individual brand and a sophisticated concept for SEA ads was developed. But how do you place all the brands that offer the same products and should appear equally strong and trustworthy on the market? On the recommendation of #Die.Digitalfabrik, the decision was made to unite all brands under Kamera Express and to now focus entirely on a strong Kamera Express brand presence in the German market.
In order to keep full project transparency as well as effort and costs visible at all times, it was decided to work in two-week sprints. This made it easier for everyone involved to plan ahead. The online store had large areas of incorrect translations, so many showstoppers had to be removed first. After this was touched up and its content comprehensively optimized for the German market, more emphasis was placed on brand awareness and trust among potential customers.
As many touchpoints as possible were created via social media, SEA and newsletter mailings so that the target group could be addressed optimally. Over and over again, the challenge was not to interfere too much with the in-house marketing plan and yet adapt the German campaigns to deliver the greatest possible output. This always includes the difficulty of translation and the related need for a cultural transfer of text, image and moving image. Meanwhile, Kamera Express can place itself as a serious competitor for its competition and increase its visibility enormously.
We look forward to further cooperation!
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