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The event was organized by the Journalists Association Freischreiber.
Here Spielkamp spoke in the workshop "Fun you can not eat - money and business models" about journalists as entrepreneurs.
After the subsequent podium discussion by listener Felix Schwenzel had been criticized, Spielkamp devoted himself in his immateriblog again more detailed the topic, because he found the discussion unsatisfactory. He also kindly provided his very informative presentation online. Thanks for that!
How does it work with the financing?
In the Presentatiopn he describes how he has developed his platform irights.info on copyright in the digital world. From 2004 to 2006, he was sponsored by the Federal Ministry of Consumer Protection, Food and Agriculture for several months.
Despite Grimme-Online Arward and numerous project applications, however, it was only 2008 that received new funding from the Federal Ministry of Education and Culture and the Federal Cultural Foundation. Spielkamp sums up: It's impossible to get follow-up funding, no matter how successful the project is. And: The effort to submit applications for smaller projects is too big!
The future of advertising
But for which advertising products are customers ready to pay money in the future? A survey of the BVDW provides some information.
The fact is, as we all know, that it looks on the advertising market rather mau. The prices for online advertising are in the basement and it looks in the foreseeable future not for improvement. I was particularly pleased with this report from the Federal Association for Digital Economy (BVDW).
Advertising prices in the cellar
"Half of all advertisers want to invest 2011 more in performance marketing," it says. Hurray I thought, it goes up. But let's take a closer look!
The BVDW speaks of a study, in fact, 130 questionnaires (or slightly more) have actually been included in the evaluation. And even if AdMarketing is the top priority for AdMarketing advertisers, blogs will soon find unsightly advertising forms such as SEO, Affiliate and SEM.
Why is that ugly?
Advertising is not the same as advertising: Affiliate advertising, for example, does advertising from a blogger's point of view, but only gets something if the customer then buys. And whether the conversion succeeds depends on how I wrote in my article about affiliate advertising.
Even worse is from my point of view SEO advertising: It costs in case of doubt, not only the Pagerank and thus the reputation at Google. No, since SEO marketers usually want unmarked advertising links, you are actually fooling your reader as well. And, what is worse, you are actually punishable even punishable - the Abmahnanwälte greet.
Bloggergate and the consequences
By the way: This does not really seem to interest anyone, on the contrary, such kind of surreptitious advertising is generally considered a trivial offense - as the reactions to Saschal Pallenberg's Bloggergate have clearly shown.
I do not want to go into the question of who said what happened in the resulting mud battles for what reasons. I was only frightened by the self-evident fact that the discussion about the text advertising was partly dismissed as unimportant (see in the comments)!
Because already months ago (and thus long before Bloggergate) I have described the resulting consequences (including constant bad prices on the advertising market) here. And therefore, find that unmarked text links are a far more profound problem than apparently clear to most.
The figures of BVDW
Unfortunately, 68's percent of BVDW respondents are now planning to raise display marketing budgets through ad networks. However, half of the advertisers also want to spend more on search engine optimization (SEO) and affiliate marketing. Also in the field of search engine marketing (SEM) 42 percent of respondents want to invest more.
The goals are obviously no longer just sales or the acquisition of new customers, but also positive image and branding effects.
Who was actually interviewed?
Incidentally, the BVDW survey was carried out by the Performance Marketing department, aha, the result of course makes their hearts beat faster! Also included: the industry magazine HORIZONT and the member companies ValueClick, Lbi Germany and SUMO.
66 percent of those involved Company are assigned in the field of advertising and marketing. Another seven percent each come from the IT and telecommunications sectors as well as media and publishers. With 41 percent, most companies surveyed work in the business-to-business area. 30 percent are active in both areas, while 28 percent work in the business-to-consumer sector.
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