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Text comes from the book: “Me, finally unique: Authentic. Personally. Really. How you become a brand and stay in the memory (2018), My brand: What makes companies authentic, distinctive and successful in the long term ”(2018), published by Münchener Verlagsgruppe (MVG), reprinted with the kind permission of the publisher.

Here writes for you:

Herman Roden is Senior Director Customer Success at Jive Software.

Advertising and Marketing in the Digital Age: Goodbye Control, Hello Change!

We live in a time of upheaval. The changes in the media markets and digital innovations such as Facebook and Twitter about how much our world is changing. What can we do?

When media changes, society changes

When
whenever the media changes, society changes.
I am convinced that our presence is the threshold time
around 1500 resembles when Gutenberg invented printing and Columbus discovered America. The existing terrestrial trade routes were supplemented by the new, faster maritime routes.
The order patterns of the last decades have changed in a very short time and there is no standstill in sight. It is one
big challenge as a company in a dynamic environment
to act successfully in changing markets and to position oneself securely for the future. The entrepreneurial strategy should be
existing and healthy companies with their strong brands
to continue successfully while investing in new properties and lucrative digital ventures at the same time.

For the media industry this means: Companies have a rich portfolio of media that covers almost all human needs for information and entertainment. We give that
People orientation. In addition to the classic business models, we focus on the digital sector and new markets. We combine the traditional business with the new. Indeed
One shouldn't make the mistake of misunderstanding the laws of the internet. There are new target groups and a completely new market here. As part of this new development there is
new market participants who urge us to further develop and invest in new business models. The big winners of the
Search engines like Google are digitization. The company embodies the new world in an ideal way and dominates the
digital market. But at least in Germany search engines are on the way to infrastructure companies that require transparency in business relationships.
Also for companies beyond the media industry
the economic success factors through new media and new ones
Communication options changed decisively. In today's global competition there is an unprecedented price transparency
and confusion at the same time. In the western affluent societies, many customers are more critical and better informed than
never before. They are less and less involved in the role of the passive
Consumers satisfied, they look behind the scenes of the company, they buy very consciously. Even in this new world you have strong
Brands a permanent place.

The new rules of the game for brands

But the rules of the game for brands are in
digital age different from twenty years ago. Strong brands today - from Coca-Cola to Google, from Apple to Audi - are
Identification offers in a confusing world. To do this, brands have to open up to their customers, opportunities for interaction
offer, convey a "we-feeling" that is based on common values
and beliefs are rooted. In other words: brands have to
lived, embodied authentically by the company management and
be supported by a credible (and therefore motivating) corporate culture.

The state of the current advertising could be revolutionary
The basis is: "Marketing is dead, long live marketing!" This book clearly describes how and, above all, where this is going
new marketing will transform, and what the customer will see in the future
will draw his attention. Less analysis, less concepts
and marketing strategies will shape us brands, but lived values.
Many marketing agencies will pass and take their place with institutions that touch people and expand their awareness. When speaking of the transition from the age of knowledge to the age of consciousness, it seems far away and
esoteric. But Albert Schweizer already knew: "The world does not change through constant new measures, but through a new attitude."

Responsibility Values ​​and trust of a brand

When of responsibility, values ​​and trust as the basis of one
Brand is spoken of. In my opinion, this is a consistent
deep and very meaningful approach. The concept of the we-brand
addresses the people of a company and their passion. It also needs the entrepreneurial energy and creative power of owners and managers. Thus, it merges marketing and leadership. This is exciting because both
is usually seen and taught separately. Holistic
thinking people are aware of this. Also that the boundaries between the disciplines of business administration will dissolve. The emotional and spiritual concept of a brand has become far too complex for a market that is no less complex
meets.

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But instead of complaining about complexity and repeating old methods of "managing" this complexity, the view should be broadened - consistently against the existing fantasies of omnipotence and against the often implicit requirement of "having to have everything under control". we
soon won't have much under control and should be us
say goodbye to these old patterns very quickly. The solution
lies in trust - namely trusting people and trusting brands.

How effective is advertising?

You may be familiar with Henry Ford's famous deep sigh on things
Advertising does. It was also in the first half of the 20th century
apparently it is not easy to skillfully address customers. But in
Compared to today, the founder of the Ford Motor Company found himself in an almost paradisiacal situation. His product was like that
innovative and so popular that the (sales) success could hardly be avoided. A hundred years later, the markets have changed dramatically. The customer is spoiled not only with vehicles, but with practically every offer, from automobiles to toothpaste
of choice. Every small-town supermarket has at least a dozen types of mustard, and you could spend hours in front of the refrigerated shelf if you wanted to compare all the offers.
Marketing has to do with a true variety of products
Barrage reacts to advertising. In the 3.000s, it was estimated that each consumer was exposed to an average of XNUMX brand messages per day. If you believe the new star of the
Marketing scene, Martin Lindstrom, that number is now up
5.000 increased. No wonder the courted long ago
have surrendered to the constant rain and simply ignore most of the messages. “In 1965, the average viewer remembered 34 percent of television commercials. 1990 could
he only remembers 14,5 percent «, writes Lindstrom in his book Brand Sense.

It is to be feared that TV advertising will be remembered today, for a good two decades
later, again drastically decreased. If the public channels managed to collect 20 minutes of advertising by the time the private broadcasters were founded, the experts from Serviceplan leave
and the Society for Consumer Research (Gf K) today from 10.000
Spots daily (!) 2
And yet in many companies it seems
in most agencies a hectic "Keep it up!" to set the tone.
In Germany alone there are 80.000 advertised brands; in the field of "Fast Moving Consumer Goods" around every year
30.000 new articles introduced. Just under a third of these products survive the first year in retail, around 70 percent disappear from the shelves within 12 months
So much
on the effectiveness of advertising today. Although the methods of the
Market research is becoming more and more sophisticated, the campaigns are becoming ever more sophisticated
become more complex, the bad suspicion of a trial-and-error procedure, in which new products are constantly being sated in the battle for attention, arises
Consumer throws in the mostly futile hope that it will
will be fine this time.

Marketing is dying

In many cases, however, things are not going well, and so the marketing crisis has been conjured up for years. “Neither innovative
Products or services still have sophisticated sales and services
Price strategies or creative advertising are now a guarantee for
Success, ”writes Klaus-Dieter Koch from the Brand Consulting Service
Trust. “Marketing, as it has been practiced in many companies in recent years, is dying. The world of checklists, the
Safe recipes and rules, the right answers and sophisticated methods collapse, ”adds the Swiss
Marketing expert Otto Belz in a position assessment.
Selbst
Philip Kotler, the marketing guru of the nineties, now likes to start texts with the apodictic statement: "Marketing no longer works."
Symptomatic of a meanwhile
Widespread mistrust in traditional marketing's promise of success is a reflex, and budgets are drastic, especially in times of crisis

to shorten. If marketing works, it should if it is ailing
Sales actually flow more money into it, not less. Even
the hectic propagation of new methods of success, from
Guerrilla marketing through neuromarketing to social media hype is a pronounced symptom of crisis. Because expensive brain scans
only show which (existing) brands the customers love. The magnetic resonance tomograph does not answer this question as to why they do this, and neither can it make any predictions of success for the future. There is no "Buy!" Button in the brain that
can be clearly identified by scan, such as Hans-Georg Häusel
well-known representative of neuromarketing, emphasizes.
It's time to pause for a moment and get up again
To reflect on what companies actually bring customers: a strong brand. Whether Coca-Cola as a traditional brand or Google as
Shooting star of the last decade, whether Apple is a cult brand in the
Information technology or Nespresso as a gold mine in the highly competitive coffee market: successful brands are the beacons
in a sea of ​​faceless products.
What makes a brand a strong brand? - that is the million dollar question of marketing. It's worth asking this
because not only the markets have changed, but also the people. Marketing is not only becoming more difficult because there is already too much of a lot and each new one
Product prevail against a large number of competitors
and has to fight for attention. Marketing becomes more difficult because the traditional recipes no longer work. Customers not only passively surrender to the multitude of advertising messages,
many of them are fed up with traditional advertising.
Nobody today seriously believes that there is a new detergent
Wash even whiter, an improved diaper can keep the baby even drier, a new razor can shave even better. and
yet, an astonishing number of advertising messages are getting set
nor on the rational principle of "better, faster, further".

What must good products do today?

Customers are more critical, they are more suspicious, they are better informed. With just a few clicks of the mouse, prices can be compared, competing offers can be determined or reviews of other customers can be researched.
But when many products can do more or less the same thing,
What criteria are used to make purchase decisions? Either
after price, which is ruinous competition for many industries
bestows. Or according to criteria that marketing is only slowly getting into
Takes visor. I am convinced that we are witnessing a comprehensive one
A change in values, which includes, for example, not just one
want to buy good product, but also have a clear conscience.
How is it that some banks suddenly advertise
Did you invest in climate protection when lending for renovations?
Or that coffee chains talk about living conditions
of coffee farmers think publicly?
This change in values ​​also means that more and more people
refuse the role of the passive consumer and want to enter into a dialogue with the company and with other customers.
How is it that successful companies like Amazon fail
only deliver books, but a sophisticated rating system
cultivate the way customers get in touch with other customers
can? Why does a shoe mail order company get the idea of ​​a new one
Have a customer design a shoe model and dedicate a double page of his catalog to him?

Changing values ​​still means that products are not today
more just "satisfying needs", but more so than ever
serve to define one's own lifestyle. Hardly anyone has that
better understood than Apple with its ability to design offerings that exude coolness. Whether the new iPhone has technical problems or the ultra-thin emergencyebook too few connections is
secondary. Many customers consciously accept this, and still
Both products are a must-have for the Apple community, who are excited about every new development from the company.

What binds customers to companies?

But it's not just the products that customers buy into the company
bind: Without the former, charismatic Apple boss Steve Jobs, who insisted on every new development personally in a rousing presentation in a large audience
imagine, the hype surrounding iPod, iPad and Co. would hardly be as great
become. Jobs gave the company a face: Apple is not
any IT company, Apple is Jobs. The stock market understood that
long ago: If the CEO coughs, the price has fallen. In confusing times
people who can be used for orientation provide an overview. This changes the role of top management: Technocrats who shy away from the public are giving away market potential.
»The brand is the spirit of commonality between companies
and customers, a home territory that Sense donates «, writes the publicist
Wolf Lotter clairvoyantly in Brand Eins magazine. Exceptional brands
succeeds in creating a feeling of solidarity with their customers that goes beyond a mere value proposition and ensures them long-term loyalty. Ideally, have these brands
Followers or fans and not just »buyers«. To paraphrase this feeling of unity among customers and brands, I am speaking of
We brands. If a company succeeds, one
The competition can hardly harm him when it comes to establishing ties with his customers. On the contrary: when "the other" is noticed
then in order to distance oneself from it and to assure one's own identity. What would the Mac be without an army of faceless PC owners? What the Lonely Planet travel guide without the supposed
Bulky goods from large travel book publishers? Images of the enemy have always helped to close one's own ranks more tightly.

Why some brands are more likely to become we brands
than others, is the subject of this book. You won't be surprised:
There are no simple recipes for this. When the world is more complex and
becomes more diverse, our answers to them become more complex
must be. And so it is not enough to keep getting new target groups from
the “Young Globalists” to the “Latte Macchiato Families” to
to discover »super daddies«. Rather, it will be about
how brands today manage, beyond product features, to fascinate customers and arouse sympathy. A number of moments play a role here - a fascinating story, a clear message, cooperation in the company, the excellent one
Service guaranteed, to name a few. An opening to the
Customers, a culture of listening and, last but not least, saying goodbye to the omnipotence fantasies of some marketing strategists.
Marketing will only emerge from its permanent crisis if it abandons its numerical, mechanistic notions and returns it to where it actually belongs: in the heart of the company.

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