Digital Marketing Evolution: From advertising to the message


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Text comes from: Facebook - Marketing unter Freunden: Dialog statt plumper Werbung (2012) of Felix Holzapfel, published by BusinessVillage Verlag, Reprints by friendly permission of the publisher.
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The big challenge of our information age? The huge amount of information - and its processing.

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Felix wooden apple felix-holzapfelFelix Holzapfel is bestselling author and company founder.

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This turns plausible advertising into a relevant message

Markets are talks. That has always been true. However, in times of social media, increasing digitization and consumer networking, this has intensified considerably. Today, these conversations no longer take place in a small, isolated environment, but everyone can listen, worldwide.

It is no wonder that more and more companies are making desperate efforts to become part of these discussions. Be it with viral marketing, content marketing or native advertising - to name just a few of the currently most popular buzzwords.

Markets are conversations

Statements from the New Clues with regard to the topics Content Marketing and Native Advertising: "The network is not made of content, but of people."

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"Please stop tailoring your ad and hoping that we'll miss the little clue sticking out of your underwear that it's advertising."

"Native advertising not only means that our credibility is undermined, but also that of the whole new way of dealing with each other."

"How about calling native advertising what it really is: product placement, advertorials or fake fucking news."

Simplicity wins!

Even in this context, advertisers too often forget the simplest rules of communication as they get caught up in the increasingly dense inter-net and its digital foothills.

In doing so, they get intoxicated with new technical possibilities, create incredibly ingenious, but at the same time extremely complex messages, applications or content, which often only understand advertisers or other experts. A wide audience remains Sense and purpose often hidden.

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But there is a relatively simple formula that saves one from this labyrinth or protects it from getting lost in it. This is: KISS and Style. In the following article, I explain what is behind it.

Help in Info-Overload

More and more people are getting more and more information. These must be processed in an ever-shorter time. In the end there is hardly anything left to hang. This already applies to really relevant messages! What is the situation with advertising?

In contrast, there are companies that feel they have more and more to tell. Your brand story, great product features, added values, social responsibility and much more. It is obvious that these two developments fuel each other. And unfortunately in a negative sense - for everyone involved.

KISS - Keep it short and simple

The solution to this is really simple: KISS. Keep it short and simple. You should keep things short and simple. This wisdom is already stony, but still more up-to-date than ever.

Fortunately, companies today are partly forced to be shorter. This is because content is becoming more and more mobile, and there is a very limited space compared to the desktop.

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A Twitter message now has only 140 characters, and the Google Adwords ad has no more than one heading of 25 characters and two 35 characters. Or a picture on Facebook, where only 20 percent of the area can be text. Otherwise you can not advertise your product with Facebook ads.

The all-is-important syndrome

But as soon as the compulsion wears off, the embassies unfortunately become considerably longer again. The all-important syndrome is striking. One loses itself again in various supposedly important statements, rather than really a core statement in the center.

This creates a significant discrepancy between the amount of content companies want to mediate and the number of characters that users can easily digest. A step-by-step approach is required.

The communicative anchor

The first communicative anchor should always be a crisp core statement. The shorter the better. Ideally, a picture is sufficient - because this is known to say more than a thousand words.

But even a meaningful picture, accompanied by a brief explanation, has proven to be an efficient tool in this area. Right: Even modern digital communication is no different than classic billboard advertising or cave painting.

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