Markets consist of people
The study finds that dialogue with the customer becomes a compelling component of any campaign, one-way messages do not reach anyone. New technical possibilities - keyword social networks - play a central role, because they bring completely new patterns of behavior. In principle, nothing we did not already know!
For example, it is about the much discussed topic "Social Media and Referral Marketing". In addition to the increasingly social integration of the Web 2.0 culture in everyday life, it is above all social contacts that are crucial in the purchase of a product.
According to "Qualitätsmonitor Deutschland-Tourismus", 40 percent of holidaymakers first find out about their network before they refer to 28 percent of "acquaintances" as the second strongest source of information.
Online + Offline
Therefore, marketers are well advised to support the communication about their offer in the circle of potential customers. There are particular opportunities in the combination of online and offline, as the first "Word-OFF-Mouth" trend described in the marketing study has in mind.
An example from the practice provides the new brand "Canvas" of the mail order company Lands' End, which organized a big picnic on the Spree in Berlin. The invitations were made via Facebook. And those who missed the picnic had the chance to find hidden packages on the following days.
The clues to the hiding places were also available via Facebook. "The challenge of the future is therefore above all in the right dosage between online recruitment and offline marketing events," said the authors of the study. "The access to the private space of the customers works via the social web, but the multiplication must above all be analogous."
Make customers a hands-on salesperson
The customer is increasingly becoming an active factor in marketing campaigns, becomes part of the communication and therefore the brand actor, when he can experience products and services at events, games or sustainable effects. In the spirit of "I was there," for example, the action of Corona Light worked.
Via Facebook, the users who previously had their sympathy with the "like" button received the Company (www.facebook.com/CoronaLight), had the opportunity to upload a photo of themselves, which was then seen on a real ad in Times Square in New York. It's a mix of user-generated content, do-it-yourself and the power of the Web 2.0, behind the phenomenon of tomorrow's hands-on marketing.
Marketing by itself?
One aspect, however, sounds too good to be true: Allegedly, marketing is supposed to work without the help of a company - that is what the "Haul Marketing" trend is supposed to show. What is concealed: As various examples of Nestle to Pril show, such a marketing can quickly become independent.
And what is Halu marketing? Quite simple: Since you can upload pictures to the Internet, fashion-conscious young people with their beautiful clothes indicate. First boasted with photos on private homepages, then on weblogs ("fashion blogs") and now in so-called Haul videos.
Videobloggers film themselves
The Videobloggers film themselves - often with cheap webcams - and cut the resulting material itself synonymous. Several hundred thousand of these fashion-related contributions are currently on the YouTube video platform - and there will be more every day.
The editors of the program "Good Morning America", which is broadcast on the US broadcaster ABC, calculated that the products discussed had already received 1.000.000 hours of free advertising via Haul video blogs. (Source: http: /jezebel.com / #! 5655171 / forget-vogue-fashions-new-tastemaker-is-youtube-teen)
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