Linda Zittlau, Senior Beraterin Mediaschneider

Gestern fand der 2. Content Marketing Day in Zürich statt. In einem der KOSMOS Kino Säle drehte sich alles um relevante Inhalte und ihre Verbreitung. Der Moderator Daniel Jörg stellte zu Beginn gleich die wichtigsten Herausforderungen in den Raum, die sich durch alle Vorträge zogen: Wie schafft man Relevanz? Und wie erreicht man die Nutzerschaft?

Den Tag eröffnete Nora Beckershaus, Chief Innovation Officer bei Storymachine, welche sich damit beschäftigt für Marken wertvolle Follower zu generieren. Ihr Statement zu Beginn: «Die Zeit der kalten Reichweite ist vorbei», womit sie klassische bezahlte Reichweite meint. Bei ihrem Vortrag stand die Distribution über soziale Medien im Vordergrund. Durch die immer weiter sinkende organische Reichweite stellt sie als wichtigste Währung Interaktion und Engagement heraus (=warme Reichweite).

Im Gegensatz dazu beschreibt sie die klassische Herangehensweise: Zielgruppen definieren, diese mit Storytelling anzusprechen, A/B Testings durchzuführen und dadurch Erkenntnisse ziehen um die Ansprache weiter zu optimieren. Sie bemängelt, dass auf diese Weise jedoch keine «warme Reichweite» generiert werden kann.

Viel wichtiger sei es, genau den richtigen, aktiven Personenkreis zu finden, der die gewünschte Viralität und das damit verbundene Engagement erzeugt. Durch ein Analysetool identifiziert das Unternehmen diese ausschlaggebenden Nutzer und spricht diese Zielgruppe spezifisch an, um daraus die Viralität zu erzeugen, welche letztendlich für die Reichweite und effektives Marketing führt. Diese Personen finden sich nicht immer nur auf Facebook oder Instagram – je nach Botschaft muss man auf Nischen-Communities ausweichen, um diese gezielt ansprechen zu können.

Eine etwas andere Sichtweise eröffnete Tim Alexander, Chief Marketing Officer der Deutschen Bank. Das Zitat «Heute sind Kunden aufgeklärt, wütend, entschlossen und wirkungsstark» stellte er an den Anfang seines Vortrags. Gerade in der Finanzbranche stehen die Unternehmen vor der Herausforderung die Marke in eine positive Wahrnehmung zu rücken. Die Medientonalität sei im roten Bereich, sagte er zu Beginn gerade heraus.

Contentmarketing sieht er dabei als wichtiges Instrument um dieser Entwicklung entgegenzutreten. Mit drei Schritten gilt es die Wahrnehmung der Marke zu verbessern:

1. Emotionen: Der erste Schritt sei es den Kunden zu verstehen und Emotionen mit dem Content auszulösen. Nur so könne man Relevanz beim Nutzer schaffen. Dabei sei es wichtig für ein Unternehmen eine emotionale Positionierung festzulegen, die sich in jeglichen Inhalten wiederspiegeln sollte.
2. Teilhabe: Im heutigen Zeitalter will sich der Kunde beteiligen, will am Produkt und neue Prozesse eingezogen werden. Deshalb sei es wichtig immer die Sicht des Kunden zu berücksichtigen. Die deutsche Bank geht dabei so weit, dass bei allen Meetings ein leerer Stuhl steht, der die Kundensicht verdeutlichen soll. So wird verinnerlicht, dass diese Ansicht immer wieder vor Entscheidungen hinterfragt werden sollte. Bei einigen Prozesspunkten wird dieser Sitzplatz sogar mit einem realen Kunden gefüllt, der nochmals alles kritisch prüfen soll.
3. Technologie: Im dritten Schritt geht es darum, Interessenten, welche mit dem Content in Kontakt standen, in Sales umzuwandeln. Mit weiteren Marketing Massnahmen, die an das Erstinteresse anschliessen, wird der Kunde zum Abschluss geführt. Zielsetzung sei dabei, beim Kunden am Ende mit dem Gefühl auszulösen: «Die Deutsche Bank hat mich verstanden».

Abschliessend kommt Tim Alexander zur Ausgangslage «Roter Bereich» zurück und betont, wie wichtig die Content-Massnahmen sind, um Vertrauen zu generieren, um über kurz oder lang die Deutsche Bank aus «dem roten Bereich zu führen».

Nach dem Mittagessen vermeidet die lebendige Präsentation von Chomoi Picho-Owiny, dass die Zuschauer in ein Mittagsloch sacken. Chomoi Picho-Owiny arbeitet bei der New York Times und vertritt das T Brand Studio, welches sich mit Content Generierung für Marken befasst.

Der Fokus liegt bei der Contentgenerierung darauf, DIE eine Story hinter der Marke zu finden. Als Beispiel nennt er eine Kooperation mit Netflix, welche der T Brand Studio die Vorgabe gesetzt hatte, die Gefängnis-Serie «Orange is the new black» zu promoten. Chomoi sagt mit Augenzwinkern, dass wohl die meisten einfach den Teaser der Serie verbreitet hätten. Nicht so die New York Times. Was folgte war eine Reportage aus einem echten Frauengefängnis, in welcher die Insassinnen ihre Geschichten erzählen konnten.

Dies unterstützt nochmals Picho-Owinys Hauptaussage, dass eine gute Story «hart» recherchiert werden muss und nicht innerhalb einer halben Stunde bei einem Brainstorming entstehen kann. Dabei gilt es mit dem Unternehmen und ihren Mitarbeiter in direkten Kontakt zu kommen um auf eine relevante Geschichte zu stossen, die erfolgversprechend ist, zum Umfeld der New York Times passt und auch unbezahlt als Geschichte taugen würde. Abschliessend betont er, dass wenn diese Rahmenbedingungen nicht gegeben sind, die Kunden die Story abweisen würden – bisher sei dieser Fall jedoch noch nicht eingetroffen

Der Kernpunkt «Relevanz zu schaffen» zieht sich durch alle Vorträge und taucht auch so bei dem Vortrag von Christian Lüscher von Tamedia auf, welcher den Kundencase «Volvo» präsentiert.
Das Unternehmen ging mit dem Versprechen an die Öffentlichkeit, dass ab 2020 durch Volvofahrer keine Schwerverletzten oder Tote in Unfällen entstehen werden und startete die Debatte ihr Autos auf maximal 180km/h zu regulieren.

Tamedia unterstützte mit journalistischem Background und der Distribution der Contentreihe. Ziel war es, mit gesellschaftlich relevanten Themen an die Öffentlichkeit zu gehen und das Thema Fahrsicherheit für Volvo zu besetzen. Durch die Analyse von Verkehrsdaten des Strassenamtes wurde herausgefunden, dass Frauen im Vergleich zu Männern sehr viel öfter in Unfällen schwerverletzt werden. Hintergrund ist, dass Dummies bei den Crashtests an der Statur von Männern orientiert sind und die anatomischen Unterschiede zwischen den Geschlechtern nicht berücksichtigt werden. Weitere Beiträge bezogen sich auf Sicherheitsmassnahmen, autonomes Fahren in der Zukunft und Porträts von Unfallbetroffenen, welche den gewünschten Erfolg mit sich brachten und die Diskussion anfachten.

Abschliessend gab Lüscher dem Publikum noch sechs Erfolgsfaktoren für erfolgreichen Content mit:

• Ein gesellschaftlich relevantes Thema
• Klares Storytelling mit klarer Struktur
• Klar definierte Ziele
• Kohärenz zur Mission des Unternehmens
• Crossmediale Umsetzung
• Der Leser im Fokus. Nur der Leser.

In diesem Zusammenhang sollte man auch die Inhalte auf Mobile Nutzer optimieren: keine zu langen Texte an einem Stück aufzeigen, sondern diese mit interaktiven Elementen, Grafiken und Videos unterbrechen.

Was alle Vorträge vereinte, war das Wort «Relevanz». Das richtige Thema ist zentral für ein erfolgreiches Content-Marketing und wie es einige Speaker deutlich machten, muss man dafür manchmal tiefer graben oder Umwege gehen, um erfolgreich zu sein.

7. Juni 2019 von admin

Another great article from Tapela Lungu, our trainee (February-April 2019) from Zambia.

• Everyone keeps saying how important it is to travel but not a lot of people can tell you about the benefits and why it is important to travel. The benefits of travelling are not just a one-time thing: travelling changes you physically and psychologically. Having little time or money isn’t a valid excuse.
• You can fly, walk, run and even sail at your own cost depending on your destination and your mission to that destination. Traveling Improves Your health from cutting down on stress, to lowering your chances of getting affected by unnecessary ailments.
• For some people, wandering abroad is a cure for depression and anxiety. Of course, it’s not a foolproof cure, but it might help you feel better, both physically and psychologically.
• Travelling more is likely to have a tremendous impact on your mental well-being, especially if you’re are not used to going out of your comfort zone.
• Traveling also makes you smarter because you used to pick up new words in a different language every time you travel and you will see improvements in your brain capacities, as Dan Roitman wrote in the Huffington Post. It also Improves your understanding of Other Cultures.
• Being more understanding and tolerant about a culture different than ours is part of being smarter, but I consider it as a benefit of travelling.
• In the first few scripts of my travelogue this year, I had an opportunity to travel to Switzerland, a European nation beautified by the Alps mountain that shines their peaks and brows of ice on the marvelous aged and modern infrastructures that are embedded in it.
• Switzerland is beautiful, not just from the mountains or cultural structures, but from all the physical and natural endowments the country has. I had an opportunity to explore some of the magnificent structures and sites of the country and this little piece I hope with consideration, might just add a milestone to your geography and history’s mental archive.

The Guardian angel

The Guardian Angel by the French-American painter and sculptor Niki de St. Phalle in the large hall in Zurich’s main station was a gift from the artist on the station’s 150th anniversary. It was designed by her and her husband Jean Tinguely. The sculpture has been hanging there since 1997, when it was donated by the French artist for the station’s 150th anniversary. The work is 11 meters high and weighs 1.2 tons. It represents a well-rounded woman with golden wings, clothed in a kind of multi-colored costume. The angel has been hovering high above the heads of the travelers since 1997 and watching over them day and night. I asked so many Swiss people why it was designed in the manner it was and some in ridicule established that it was also not common to see a “big fat angel.” However, the guardian angel was designed in the style of the colorful, voluminous “nana” figures for which the artist was world famous for. They stand for joyful, liberated, self-confident women. Initially ridiculed by fellow artists, Niki de Saint Phalle’s works are now one of the most popular works of contemporary art. One of her most famous works is the Stravinsky Fountain in Paris in front of the Pompidou Centre and which was started in 1982. I really like this “big fat angel.

Last judgement portal

The Bern Minster is a Swiss Reformed cathedral, (or minster) in the old city of Bern, Switzerland. Built in the Gothic style, its construction started in 1421. On the photo there are Details of the Last Judgement- sculptures over the main entrance. There are about 217 figures on the portal depicting the last judgement day some being the parable of the Wise and the Foolish Maidens which follows an old tradition observable on the main entrances of many Romanesque and Gothic churches. What amazes me is how somebody could sit down and come up with such a marvelous concept, blend it, tell a story out of it and implement such a glowing sight. It is just phenomenal.

The Aare river

The Aare river flows around three sides of the city of Bern. With its crystal-clear turquoise water – in which hundreds of swimmers splash about in the summer – it shapes the city’s life and characterizes the picturesque cityscape of the Old Town of Bern, a UNESCO World Heritage Site. Extending 288 kilometers, the Aare is the longest river flowing entirely within Switzerland. The Aare river has a special meaning in the Swiss capital, Bern. The Bernese have a special love for “their” river. And they treat it with the same tenderness with which the renowned Aare Loop flows around the city. The Aare is their pride and joy, and the center of daily life. In the Middle Ages when the city of Bern was spread only on the lower part of the peninsula, the Aare provided great protection from foreign armies on three sides of the city. It wasn’t until the construction of the first high bridges in the 19th century that there were multiple ways to access the city. The blue and almost flawless flow of the river amazed my gaze and it is one of those sites where one could sit in the sun and just enjoy the view and have a splash or swim in the water. The turquoise blue water colour is just adorable to utilize.

Ogre fountain

A nearly 500-year-old sculpture depicts a man eating a sack of babies, and no one is sure why. The fountain sculpture towers above the ground, a baby half stuffed into the giant’s mouth, and a sack full of three alarmed tots slung over his shoulder presumably for later snacking. The unsettling sculpture is no modern work of art; built in 1546, it is one of the oldest fountains in the city of Bern. Strangely, no one is exactly sure why it’s there. The creep that covered my mind when I first saw it got me wondering. How do you design something like this creepy and what story are you trying to establish out of this? Alas then I discovered that they were three main theories to it. The first and most unfortunate possibility is that the Kindlifresser was built as a sort of warning to the Jewish community of Bern. The Kindlifresser wears a hat that is strikingly like the yellow pointed Judenhut that Jews were forced to wear at that time. The second theory is that the terrifying Ogre is a depiction of Kronos, the Greek Titan. Kronos has arguably one of the most disturbing tales in Greek Mythology. Long story short, Kronos eats all his god children to keep them from taking over his throne. The final theory is that the Kindlifresser is supposed to be the older brother of Duke Berchtold, the founder of Bern. Apparently, the jealousy of being overshadowed by his younger brother for so many years caused him to go mad, eventually sending him into a rage where he collected and ate the town’s children. (It would seem likely that this event would have been recorded in the towns history books, which it is not.) It may of course be none of the above and is simply a sort of boogie man from Switzerland’s Fastnacht, or” Night of Fasting” festival, a way to remind the Children of Bern to behave. Whatever the Kindlifresser represents, it has terrified Swiss children for nearly 500 years, and hopefully, will be there to terrify them for 500 years. Creepy but interesting for me. Whatever the real story is, I still find the fountain rather intriguing.

Parliament building in Bern

The Parliament Building houses the Swiss Parliament. The Swiss federal government has its headquarters in this impressive structure where the National Council and Council of States convene for regular sessions four times a year. After Bern was declared the Swiss capital in 1848, a new building had to be constructed for its parliament. The construction of today’s west wing began in 1852. The east wing was added in 1884 – a mirror image of the west wing. The imposing center section with its dome and golden ribbing was completed in 1902. The dome is clad in copper and had a reddish hue in the time right after its completion. Over time, the turquoise patina developed that is typical of aged copper. The decorations in and on the Parliament, Building were the work of a total of 38 artists from all over the country. The Parliament Square was inaugurated on July 31 and August 1, 2004 (Swiss National Day). The square now serves as a gathering place for young and old, rather than providing parking spaces for cars as it used to. It also hosts the traditional weekly market. I like the view of the building from up on top. I also like the city for one particularly thing, it is easy going than most cities I have been to in Switzerland. Bern people are more friendly. Thought a bit more relaxed than the people of Zurich, they are cheery and very accommodating.

The meeting point at Zurich HB

The meeting is the one of the most famous locations in Zurich. It is basically a site or place where most people link up or meet. It is noticeable because of its height and labels on it depicting the meeting point. In Zambia we have the Chicken Hybrid Statue location which often described as “Pachi Nkuku” by the locals. I took this site as one of my favorites as it is not so common to travel and have cultural similarities from that of your own. Pachi Nkuku and The Meeting Point are in the same WhatsApp group.

Switzerland’s world war bridges

Switzerland is one of the fewest lucky countries not to have gone through the world war. They built trenches and bridges across the country to prevent enemies from invading the country. Books on the First World War traditionally say that by the end of 1914, „there was a line of trenches stretching from the North Sea to the Swiss frontier“. That is usually the extent to which Switzerland’s part in the First World War is considered. Swiss people may not have died in their thousands in the heavy fighting that was taking place not far over the border, but the years between 1914 and 1918 were still a time of great change for them as they put up massive infrastructure that made the country ready at all costs if at all war was going to breakout. It aligns the statement of Swiss people being organized. Does this matter? Surely being neutral – as Switzerland was throughout the conflict – means you’re not involved in a war?  In fact, Switzerland could not escape the effects of the First World War. For me this history is so rich, and it sums up the notion that they are actually really organized. I mean preparing for war when you are not even in one?

Brand shops

Switzerland is one of the richest countries in the world and one of the best countries to do your luxurious shopping. Bahnhofstrasse – Zurich’s Shopping Boulevard. You can find everything that your heart desires in Bahnhofstrasse: fashion, art and Zurich specialties attract residents as well as visitors. The Boulevard has big fashion brands such as Louis Vuitton, Gucci, Rolex, Versace, Ferragamo and many others. The world-renowned shopping boulevard was created after construction of Zurich’s Main Railway Station. At the spot where city moats were 150 years ago, today it connects Lake Zurich with the Main Railway Station on a length of 1.4 kilometers (0.87 miles). You find numerous boutiques, department stores and timepiece stores here, as well as at Paradeplatz – the Swiss banking center. Bahnhofstrasse is just as popular with locals and visitors, and it is always worth a visit. You can stroll relaxed along the lake in the summer as well as enjoy mulled wine or hot chocolate at every corner in the winter. Rennweg and Augustinergasse lead off from Bahnhofstrasse into the picturesque old town. I had an opportunity to see one of the stores and one funny thing should I say is that the prominent shops have a guard in a black suit opening and closing the store. It seemed fancy but it rather looked funny to me because who would robe a store in one of the world’s most secure nations? And the same time, t made shoppers who went in and out of the store some sense of prestige and class because they knew they were safe at almost all cost. Anyway, who knows. All in all, it is truly a glamorous boulevard and out of my silly curiosity I had to shop from one of the stores(H&M) which is also one Europe’s leading clothing brands and I must say it was affordable but expensive to shop from there if I were home.

That is just the magic thing about traveling. It gives you numerous emotions, sights, expressions and adventure. It is a wonderful gift. It really is, and as we travel and experience more of the world and life, we often become overwhelmed with gratitude and appreciation for all the beautiful moments we enjoyed and the people we’ve shared them with. That was the little insight of the beautiful Alps region of Switzerland.

15. Mai 2019 von Daniela Aebi

Since 2011 Mediaschneider and Hoy supports the Department of Mass Communication of the University of Zambia (UNZA) together with the Educational Partnership Organisation B360. In 2019 we welcomed Tapela Lungu as a trainee. His impressions and experiences are summarized in this article.

When I was at Kenneth Kaunda International airport I couldn’t believe it. It was as if I was dreaming. Oh yes! For the first time in my life I was going to travel to Europe and to Switzerland for that matter. Something that I never saw myself achieving or doing in any short period of time. I boarded my flight SA63 at 1:05pm and arrived at Oliver Tambo airport in Johannesburg two hours later where I and my other colleagues had to wait for our Namibian counterparts for a connecting flight to Switzerland for the next four to five hours. Around 8 pm we boarded Swiss  irlines and began our 10-hour flight to Switzerland. Thousands of miles we rode Swiss Airlines into the dark skies filled with stares of beautiful city lights below the 11-kilometer flight height. The peaceful skies filled with silver cloudy nights and far away golden colors of lightening made my flight so easy and comfortable.

We arrived in Zurich around 07:10hrs in the morning and immediately my cultural shock started. It was snowing, and the atmospheric conditions were as low as 3 degrees. The B360 president and mentor Sabina Balmer with her wonderful husband Chris were waiting for us in the waiting lounge. We then proceeded to meet our host families who were so welcoming, wonderful and caring and it felt so like home again. At first, I was bit worried about my host family because I was a stranger in their home and thousand miles away from home across many seas and landscapes. I was worried about the meals, how to use the dish washer and washing machine. My table etiquette and role I could play when it came to be helping with the house chores. It however turned out to be different. My host family Martin Feller and Jeannette Butcher were so good to me. They were very supportive and caring in both my professional and private life. Their gestures of appreciation and how they would say thank you for even the simplest things amazed me, which was dissimilar to my culture. They also ensured I was equipped with the technical and professional knowledge about living, traveling and working in Switzerland. They were literally my parents away from home.

Surprisingly, the winter had been sweet and brief in a period that the local people describe as not so decent weather around that time especially for visitors. 

In my travelogue experiences I visited some of the country’s splendid sites and landscapes with a vivid picture of my General Abonnement (GA) ticket across many places it took me. I went to the Uetliberg towers with its summit at 871 meters above sea level. From there I enjoyed the magnificent panoramic view over the city of Zurich. City of Lugano in the Canton of Ticino Southern of Switzerland and an Italian-speaking region gave me a Swiss-Mediterranean mix of culture closely related to that of Italy’s northern Lombardy region. This mix is reflected in its architecture and cuisine and the city stands on the northern shore of glacial Lake Lugano, surrounded by mountains. Its main square, Piazza della Riforma, is ringed with pastel-colored, neoclassical palazzi. Bern, the capital city of Switzerland was one of my favorites. The City is built around a crook in the Aare River. It traces its origins back to the 12th century, with medieval architecture preserved in the Altstadt (Old Town). The Swiss Parliament and diplomats meet in the Neo-Renaissance Bundeshaus in this city. The city is also home to one of the historical houses of one of the world’s best and intelligent physicists to have lived, Albert Einstein. It also encompasses an eerie statue called the Ogre Fountain and the famous Bern’s Minster which is a typical example of Late Gothic architecture. The basilica with its three naves rises above Bern’s Old Town. The latter is Switzerland’s highest church tower. The Minster is also famous for its magnificent architectural design and most importantly it’s Last Judgement portal which has about 217 figures on it with a depiction of the Last Judgement and the parable of the Wise and the Foolish Maidens which follows an old tradition observable on the main entrances of many Romanesque and Gothic churches.

Nevertheless, it would be unfair for me to forget to express how much I enjoyed the Swiss cuisines as well as understand how much they mean to the people of Switzerland. Of course; the Cheese Fondue, Pasta Casserole, Cordon Bleu, the beer and so many variations of the cheese from the urban to the mountain types of it. 

Being a first world nation, it truly is. From public transportation, the food, home and work setup; Switzerland is just amazingly organized. The people, public transportation and activities in general always seem to be ever on time. It was however unusual for me to see not so many cheery faces especially in the trains, trams and buses. It was as if people were so busy, troubled or were just minding their own business. Which was different from my own culture.

At work; my workmates, supervisors and mentors were equally nice. They were always there to help and ensure that I never lacked in any technical and professional skills. They taught me how to  communicate effectively and efficiently and why it was important for me to always ask questions whenever I wasn’t sure of my tasks. This comprehensively aided me to improve efficiently especially with my professional skills as I am not typically effective when it comes to communication. Well, I am now! The digital marketing world in Switzerland and at Mediaschneider has graced and groomed me with a lot of knowledge about Search Engine Advertising, Optimization, digital marketing strategies and how digital media campaigns could effectively change the business world. It was however challenging to execute tasks on time, but I saw myself gradually improving all the time. These are professional endowments I will forever be grateful for as it will help me transform as an individual as well as contribute to the young growing marketing industry of my country.

Sadly, I was not happy with how expensive things are in Switzerland. From clothes, food, electronics and other logistics. I always had to convert the prices to that of my own country which is eleven times more for every Swiss Franc incurred.

Finally, I would like to say we grow up in life mostly receiving as it is a part of our very upbringing. We take sustenance from our mothers, we take knowledge from our teachers and companionship from our friends. But the love, support, help and care that B360 Education Partnership Organization, Mediaschneider, my host family, and the department of Media Communication Studies at the University of Zambia showed me before and during the internship is something I would forever be grateful for. I cannot manage to write down individual names, but they are all part of this endeavor that I have achieved. I will never feel superior for being given this opportunity or even feel inferior for having been supported from the beginning to the end of it. I am just delightfully thankful! If I were to be asked around the world on what two finest words I would use to describe Switzerland, and its people I would just delightfully chuckle and say, “Ideal paradise”.

We were happy to meet you Tapela, and we wish you all the best on your way!

3. Mai 2019 von Daniela Aebi

Joceline von Burg, Beraterin Mediaschneider

An der DEX 2019 haben Oliver Gerz (Mediacom) und Timo Benzin (Google) über das Thema AIDA (Awareness, Interest, Desire and Action) referiert. Auf den ersten Blick waren sich die beiden nicht ganz einig, auch wenn sie am Ende in etwa zum gleichen Schluss gekommen sind.

Fragen wir Oliver Gerz, so existiert die gute alte AIDA, wie wir sie mal kannten, definitiv nicht mehr. Die Customer Journey hat massiv mehr Touchpoints als früher und folgt für das Auge des Betrachters keinem logischen Muster mehr. …Aber die Customer Journey ist immer noch ein linearer Prozess. Es gleicht nur keine Journey mehr der anderen. Sie unterscheiden sich alle in Länge, (Um-)Weg, Anzahl Touchpoints, etc.

Die Zeiten, in denen wir schön aufbereitete Informationen ins Netz stellen, der User die aufmerksam durchliest und dann das Produkt kaufen geht, sind vorbei, wie das Beispiel von Sensodyne aus Deutschland sehr gut zeigt. Nur 0.07% der Personen mit sensitiven Zähnen waren auf der Sensodyne Landingpage. War die Landingpage so schlecht gebaut?

Nein. Es haben nur 0.08% der Personen mit sensitiven Zähnen überhaupt im Web nach Sensodyne gesucht. Ebenfalls nur 0.27% der Betroffenen haben nach dem übergreifenden Thema ohne Markenbezug gesucht. Und trotzdem ist Sensodyne die meistverkaufte Zahnpasta, wenn es um sensitive Zähne geht.

Fazit: Der Kunde macht, was er will. Wir haben keinen Einfluss auf die Customer Journey. Zumindest scheint das erst mal so. Aber was können wir dann tun? Zeit für ein weiteres Buzzword: Big Data!

Wir müssen die Gesamtheit aller Customer Journeys analysieren, um zu verstehen, welche Touchpoints wie aufeinander einwirken. Zudem müssen wir sicherstellen, dass es in der Journey keine Dead Ends gibt, an denen potentielle Kunden verloren gehen. Wenn diese Analysen mit Hilfe von Attribution Modelling richtig, kontinuierlich und gewissenhaft gemacht werden, können wir unserer Budgets auf die Knotenpunkte verlagern, die den grössten Impact auf den gesamten Kaufentscheid haben.

Olivers Tipp: Wir sollten uns nicht in visionäre Konzepte verrennen, sondern den Kunden besser zuhören und relevant antworten.

Timo Benzins Einstieg lautet: AIDA lebt! Wir beobachten eine Explosion der Touchpoints im neuen digitalen Zeitalter von «privacy first». Und wer ist schuld daran? Das Smartphone. Es gibt dem Kunden das Gefühl der ultimativen Macht. Alles ist verfügbar, ganz unabhängig von Ort und Zeit.

Laut einer Studie seien aktuell nur 2% aller Werbetreibenden in der Lage, die Kundenerwartungen skaliert über alle Kanäle zu erfüllen. Um zu diesen 2% zu gehören, müssen Marketing, Daten, Organisation und Verkauf eine Einheit bilden. Sie dürfen nicht in abgegrenzten Silos bearbeitet werden. Also stossen wir auch hier wieder auf Big Data.

Kunden möchten jedoch nicht, dass wir einfach nur ihre Daten sammeln, sie erwarten, dass wir verantwortungsvoll damit umgehen und dass sie daraus einen personalisierten Mehrwert erfahren. Gemäss Timo Benzin stellt Google aktuell das gesamte Ecosystem auf «privacy first» um. Dies sei jedoch ein langer Weg, der erst in rund 10 Jahren abgeschlossen sein dürfte.

Timos Tipp: Die Unternehmungen müssen mehr und qualitativ hochwertige 1st Party Daten sammeln mit dem Einverständnis ihrer Kunden.

Ob AIDA nun tot oder einfach nur zickig ist, sei dahingestellt. Klar ist: Ohne das Sammeln und Analysieren von Kundendaten und ohne verantwortungsvollen Umgang damit, werden wir künftig in der Mediaplanung nicht mehr weit kommen.

In diesem Sinne, fröhliches Pilze ..äh Daten-Sammeln!

23. April 2019 von admin