The e-mail newsletter is presumed to be the most cost-effective means of mass communication with customers and provides information about company news items. Data protection legislation must be complied with here: the customer must consent to receiving the newsletter from the company. When that has been secured, the company should ensure that the customer receives personalised information that is of real interest to them.
Consumer information should pro- vide transparency and in-depth knowledge about the features of products and services. On the one hand, sellers must comply with legal requirements. On the other hand, interest groups such as environ- mental associations or consumer protection organisations influence the opinion of customers, for ex- ample by means of seals of approval and labels (channel no. 99).
Mobile apps are small programs that are used on mobile devices. For companies, they have become a very important channel to the customer due to the more widespread use of smartphones and tablets. However, due to the large number of apps available, it is becoming increasingly difficult for companies to grab the attention of users.
Banner advertisings on (news) portals (channel no. 70), search engines (channel no. 101), and other websites (channel no. 127/128) have become an established channel. They offer advertisers a high degree of transparency in terms of measurability (views, click rates, etc.) However, the increasing prevalence of ad blockers and ad filters among users indicates a limited acceptance of online advertising.