KISS and style
The firing formula KISS and Style is essential not only for digital but also for virtually any advertising. If one observes these points and the points outlined in the preceding chapters, one approaches the goal which many companies long for.
They do not just want to buy reach (today also often referred to as paid media), but the topic of conversation (earned media), not as advertising, but as added value - be it on- or offline: as digitally shared content in the social web as well as at lunchtime, in the evening in a bar, among colleagues and friends, by the way - and yet at the center of the conversation.
Make the customers talk
Sounds too good to be true? It is unfortunately often too. But those who consistently follow the procedures described, from the idea generation to the conception to the implementation, and, above all, consistently, make it possible for plausible advertising to become really relevant messages. That's the key successto really become a topic with a brand.
The potential for this is available. We live in a consumer society. Many people love to share new products, good services and experiences. Whoever makes it a business to become part of these conversations gains a decisive competitive advantage.
His messages are perceived less as advertising, but rather as a recommendation in the form of oral propaganda. This is considered to be one of the most valuable, since most effective forms of customer acquisition.
Word of mouth effects
A study by the Word of Mouth Marketing Association (WOMMA) has also shown that rating marketing increases the impact of classic advertising channels by an average of 15 percent. It thus serves as an amplifier for TV, radio, printer goods and the like. Offline recommendations, in particular, have a great effect. They have a five times greater influence on a purchase decision than classic advertising messages. 46
So the bottom line is that it's fair to say that creating conversation material should be one of the key objectives of virtually all actions. Ideally, there will be a kind of positive upward spiral in which word-of-mouth and classic measures will stimulate each other.
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