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Wofür braucht man Content | gedankengut media - WEB & PRINT Service
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Warum brauchen wir CONTENT im Marketing?
Einfach gesagt: Weil klassische Werbung seit vielen Jahren zunehmend weniger wirkt. Zu viele Werbekanäle und Werbemedien, zu viele Werbebotschaften und unklar definierte Zielgruppen haben zu einer Abgebrühtheit der Kunden gegenüber Werbung geführt. Kurz gesagt …
… weil klassische Werbung immer ineffizienter und teurer wird!
Hinzu kommt: Wir Konsumenten suchen heute aktiv nach Lösungen für unsere Bedürfnisse, und lassen uns nicht gerne etwas „aufschwatzen”. Wir sind sozusagen „erwachsen“ geworden. Niemand (außer Werbeprofis) beschäftigt sich gerne freiwillig mit Werbeinhalten, aber wir sind ständig auf der Suche nach nützlichen Informationen und spannenden Inhalten.
Auf der anderen Seite können wir beobachten, wie sich Konsumenten aktiv gegen Werbung immunisieren. An der Zunahme der „Bitte keine Werbung“-Aufkleber ebenso wie an den Adblockern, die laut Schätzungen mittlerweile jeder vierte Internet-Nutzer verwendet, um nicht ständig von Pop-Ups unterbrochen zu werden.
Hat die Werbung als „Push”-Medium also ausgedient?
Nein, natürlich nicht, aber um die Kommunikationsverluste der klassischen Werbung auszugleichen, wird von immer mehr Unternehmen hochwertiger Content im Marketing eingesetzt.
Redaktionelle Inhalte
schaffen Identität und Vertrauen
erzeugen Aufmerksamkeit und steigern die Sichtbarkeit im WEB
stärken die Kundenbindung und wirken sich maßgeblich auf die Kaufentscheidung aus