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Study: Social Business is critical to future success

Jive Software recently published a study that unveils how social software is increasingly perceived as a strategic executive imperative in the enterprise. Surprise? No. Jive is a provider of social business technology and commissioned the study, which was conducted by Penn Schoen Berland and asked 902 U.S.-based knowledge workers.

The three key finding can be summarized as…
– Social strategy will be critical to the future success of businesses.
– App Stores are gaining traction in the enterprise
– Email usage is growing but is not solving communication challenges in the enterprise

So, what are essential facts from the study…?

Enthusiasm for social software in enterprise is high according to the study. 96% stated that social software adds value to at least one key performance indicator with 67% claiming it would improve customer engagement. 57% even believing it would increase sales or revenue. Two-thirds (66%) of executives responded social software represents a fundamental shift in how companies work and engage with customers.
However, only 17% of the same executives reported being ahead of the curve in this area. So, obviously web business strategy is not where executives think corporate culture should be. And that is although 83% of executives leverage at least one social network for work use.

Reference marketing is becoming essential and social software will play a big role in the future of purchase decisions. 54% of millennials said that they are more likely to rely on and make purchase decisions from information shared via personal contacts in online communities versus 33% more likely to use information from “official” company sources.

Obviously the study also finds that mobile is growing. App stores are gaining tracion in the enterprise and 74% of executives are indicating interest. The reason i salso mentioned in the study. 92% of executives and 82% of millennials believe that work-related web-based apps greatly or somewhat increased their productivity.

As a final finding, the study states the growing use of email which the bloggosphere is evaluating as a weak collaboration tool for a while. The study agrees here. 89% of executives, 88% of millennials and 76% of general knowledge workers believe that they and their teams would be more productive if they could dramatically reduce the time spent writing and reading emails. Seventy-three percent of executives, 73 percent of millennials and 64% of general knowledge workers agree that social platforms will fundamentally change the way people share, connect and learn at work and with companies.

Spot On!
The study obviously favors the benefits of social software (it is a Jive USP). Some weeks ago, an IBM study took a step ahead and looked at the way executives have to challenge SocialCRM in the future and what their main fields of activity are at the moment.

So, if knowledge management in companies via social software is seen to have client engagement potential to improve business objectives, executives should have a close look at the following numbers and think about how (and how long to wait) to implement social software in their business processes: 73% of execs and millennials and 64% of general knowledge workers agree that social platforms will fundamentally change the way people share, connect and learn at work and with companies.

The way to the real-time future of marketing mix

When you hear the term “marketing mix”, what do you think…? Pause! Think… Pause!

Does that sound familiar to you? For some of you it might. To others it blurs as they follow the hypes as new marketing topics that are shouting at them. Or did you listen to their silent tones? Isn’t it better to varify and understand the client before start creating a new marketing-mix.

Watching the latest videos on your Youtube channel, talking to “friends” on Facebook or following the latest conversations on Twitter is one thing. Drawing conclusions out of these conversations on the social web world is another. And taking actions like evaluating adwords versus email versus social network marketing or blogs versus micro-blogs) for your marketing mix afterwards is a third step.

Conclusions might also be that marketers realize that B2B people still read print preferably to online or love real face-to-face conversations. They might find out that these business decision makers think twice before they engage in conversations. Reasons might be social media guidelines or policies. Steps are needed (like social media monitoring) before you start understanding your own marketing mix could pay out (i.e. online and offline focus groups).

Other marketing opportunities have never died although social media still hypes. And there is a reason why the “marketing mix” phrase was created by Neil Borden some years ago. Not only as it is an easy to understand phrase. More as we use it in our daily business as marketers without even noticing anymore. It is in our DNA. It is a necessity. Will it ever be removed? I doubt it…

Isn’t it interesting that we never had something like “The ultimate approach to market your products and services”?

Obviously, there is none. In over 50 years nobody found one. Why that is? Well, the world is driven by human beings and their attitudes to become familiar and aware of new things is a dynamic process. Some people adapt quick, other slower. They prefer to get informed via paper. Some like online (via publisher platforms, social networks or blogs). Some still stay offline (as they are often on planes or trains). Others record TV news programs and watch them on-demand with their iPads. And then others use mobile readers or apps to stay up to date with their favorite brands.

Seeing the social hypes in our business world from an outside perspective, I sometimes get the feeling that marketers have to refocus on where users are in their “adaption of technology evolution”. And not invest all their money in one horse race. Or to use another business anology from a tactical HR point of view: Never let the whole sales team be on the same flight.

Where is the difference in marketing?
Is there one? If all your marketing budget goes on airport billboards and then an oil crisis comes up, the invest equals zero in terms of earn out. Or if you buy just one ad in a service provider catalogue on the web but the world uses Google and cannot find the provider in the first ten results, the budget might be wasted.

Some companies think investing in Twitter or Facebook saves their brands awareness in the future but forget that these sites go down once in a while. And then the data is gone or not accessible. Lucky are those who can be approached from other access points then – be it via a phone call (at most companies I am searching hours for a phone number), at an event promoted with social media maybe, at their corporate website, or the self-hosted community that is not on the popular social networks.

The cocktail of having different access points available, and those interacting with each other, is the marketing mix of the future. Although they might have a single target or focus the are aiming at, the marketing mix should be aligned to one common strategy: Engage the client.

Spot on!
As we are automizing our marketing more and more, we always have to keep an eye open which tools and trends are coming up. As technology evolves quite quickly, human beings tend to forget that they need to adapt their marketing mix accordingly. Having said that it does not mean they have to switch their marketing mix approach immediately. Watch out for the tipping point when your power buyers, your brand vangelists, start using different technology. This is the time when the “adaption of technology evolution” happens…

dmexco 2010 – Flashback in Tweets & Quotes

The main message of the dmexco 2010 can be concluded as follows…

Marketers have to face the fast dynamics of a changing advertising industry. The new topics they will be tackling in the future are predictive behavioral targeting, multiscreen targeting, augmented reality as well as mobile device advertising and … of course Social Media.

Facing the social web challenge, this means marketers have to look for conversation with their clients, whilst still being authentic, honest, human, friendly, open, conversational, responsive. Business relevant topics are not meant to cross their minds such as contact management and generation, quantitative ROI measurement or sales-driven aspects – and I am not even talking of lead nurturing. At least from a social media user-perspective…

Respect to all marketeers who can make this challenge happen in the future!

My flashback…?
Doing the co-moderation of the conference program was a very exhiting and interesting job. It gave me the opportunity to talk to great marketers (Sidney Mock, Spil Games and Manish Mehta, Dell Inc.), real thought-leaders of the Internet industry (Russell Buckley, AdMob Inc. and Tom Bedecarrè, AKQA) and just fabulous web personalities (Harry Huj, Pepsico Investment and Dean Donaldson, Mediamind).

As there was not much time to look around the halls and the booths, I would like to summarize the event with the 10 tweets and quotes that represent the value, the mood and the atmosphere of dmexco from my perspective.

Future
1. dmexco 2010: The vision of the leaders http://bit.ly/bRyrlQ via @MkDirecto

Augmented Reality
2. Never heard of “augmented reality”? Check out the Museum of London case study http://bit.ly/aucZ4Y via Kaizenadv

iPad
3. Study #iPad Effects: “80 per cent use the iPad predominantly at home” #dmexco #research (translated) via tomorrowfocus

Gaming
4. Sidney Mock, Spil Games, counts 650 million online gamers worldwide via dmexco (More gamers than Facebook users…).

China
5. Harry Hui (Pepsico): “Los consumidores chinos se mueven a otro ritmo”. http://bit.ly/czFA8x via lpittol85

Social Media
6. Great interview with @ManishatDell (my boss) about the value of social media for #dell from the dmexco conf. http://bit.ly/9pjxaF via DennisMSmith

Facebook
7. Joanna Shields: “Marketing develops from a one night stand towards constant connection and ongoing conversations.” #dmexco #Facebook via dmexco

Mobility
8. Dean Donaldson shows the relativity of the mobile progress, reading out a SMS he received during the Mobile Debate. It tells him how expensive roaming is and explains how ISPs limit mobile opportunities like in the AOL age some years ago.

Future Media
9. The future of the media is mobile. Shame *none* of the world’s design/PR agencies have realised: http://cot.ag/dolCIO via Adam Westbrook

Summary
10. Tom Bedecarré, #AKQA, is excited about #dmexco: “What a high energy event with so many people!” via dmexco

Spot On!
After sharing my view, I would appreciate to get your ideas and thoughts. What did you think of dmexco 2010? How did you like the conference program or the debate hall concept? What was positive and negative? Did any of you use the blogger lounge? If so, what did you like or miss? Looking forward to your feedback…

PS: Next dmexco?: Cologne, September, 21. and 22, 2011 !

Foto Credits: Horizont

Study: Agencies moving to slow for consumers?

If we can believe in a recent study ‘Beyond advertising: Choosing a Strategic Path to the Digital Consumer‘ by IBM Institute for Business Value, then ad agencies are years behind in catching up to digitally savvy consumers – although consumers are moving their media consumption online more quickly than anybody could have expected.

Now, despite the difficult economic climate there are some good news for the digital industry: IBM’s study states that interactive, measurable formats will be expected to account for 20% of global ad spending by 2012. The interviewed CMOs said they will increase interactive and online marketing spending in 2009 while 63% while 65% will decrease on traditional advertising. Generally speaking, the same trend that we acknowledged from the latest CMO report.

So, what are further interesting findings? Between 2007 and 2008 the proportion of consumers answering they used social-networking tools went up to 60% (from 33%). It even doubled for for online and portable music services to 46% and almost tripled for mobile internet. And believe it or not, the access to mobile music and video quadrupled to 35%.

Seeing these numbers, it is surprising that 80% of the interviewed ad executives forecast the industry to be at least five years away from being able to deliver whatever might be necessary in terms of cross-platform advertising, encompassing sales, delivery, measurement and analysis.

The problem seems to be the agencies according to study co-author Saul Berman, IBM global leader, strategy and change consulting services. Agencies need to identify and keep pace with the value shift in order not to loose out the same way the music industry did, he summarizes.

“To succeed — especially in the current economic environment — media companies will need to develop a new set of capabilities to support the industry’s evolving demands which include micro targeting, real-time ROI measurement and cross-platform integration,” said Saul Berman, IBM Global Leader for Strategy and Change Consulting Services, and co-author of the new study. “Now is the time for companies to move quickly to become more effective with their assets and build for the future.”

Spot On!
Watching the last decade, companies and agencies followed their customer audience and pushed their budgets to more interactive, measurable formats such as the internet and mobile (gaining 20% of the overall spend). This is not surprising as digital advertising enables advertisers to measure more effectively campaign success to prove the value of their budgets.

In terms of platform owners it shows that these need to identify new opportunities to monetize new consumer experiences before it is too late like the music industry has shown. The options are obvious: value of content, visual goods sales, value-added services plus hardware or software offerings.

For this study IBM conducted 70 interview sessions with global industry execs and surveyed more than 2,800 consumers in Australia, Germany, India, Japan, the U.K. and the U.S.

Personal Web Manager – the next web 2.0 job?

Time is the most important asset of the modern job world 2.0. Why? This should be quite clear – we all get booked up (Outlook and Intsant Messaging), burned out by mobility (increasing mobility – thanks to mobile internet we cannot live offline anymore) and above all “networked up” (social media explosion).

People who are seeking to have a good online reputation 2.0 need at least to be present in different XING groups, do some Facebook ‘business-socializing’ and look after their international connections in the LinkedIn business network. Some days ago, Mashable raised the question if it is possible to be registered in too many social networks. Well, this depends on the time you have, or have not…

“It’s time to find some time!” Translation of the new Centerparcs claim on German TV

The active business person has become an identity hiker 2.0. This person finds itself always in a discrepancy between satisfying the company’s business processes, staying up to date as well as producing high-profile mini-statements and thesis which polish the value of the own personal web-ID up. Furthermore companies expect more and more from their employees when facing the financial crisis, cost reduction and personal lay-offs.

And then there are some personal human needs (family life) and preferences like satisfying personal hobbies. The extreme heteronomy is growing. But how shall we cope with all these duties without being in danger of health damages? This becomes incomprehensible for most of the modern business people 2.0.

The surplus work load of web 2.0 and social media does its very best in this context and needs to be filtered as well as canalized. When the world of social media itself thinks about the idea, how to save some time as a business person 2.0, then a solution needs to be found.

But how can we as sucessful business people 2.0 embrace this phenomenon? On a long discussion night some managers I came up with an idea which found attractive interest in Germany and which was born from university memories. In those days we saw busy little bees of ‘professor followers’, so called student assistants, running around extremely motivated. These young energetic people who followed a hybrid life between administrator, aggregator and multiplicator (sounds like the first Twitterati generation…). So, the solution was obvious – a new job description needs to be found. The idea of the personal web manager as well as personal web assistant was born.

Profile of the Personal Web Manager (PWM) und Personal Web Assistant (PWA)
(For the rest of this post we will just use the short version: personal web consultant.)

The personal web consultant gets the title depending on his management qualification. The job will be given preferably to managers with extraordinary web-affinity or internet-enthusiastic or ‘web-addicted’ students. The personal web consultant is in his position a coach and/or assistant for successful ambitious business decision makers who take the course of mankind 2.0 who are reputation optimizer in the company management’s sense for the virtual-real world and who love to start a promising online career themselves.

Administrator of the virtual business
The personal web consultant organizes and segments web content for the business decision maker according to importance of markets and internal revenue expectations as well as projects and topics – except for email communication which can be done by the business decision maker who can concentrate on these duties as he finds more time thanks to the personal web consultant.

The personal web consultant is responsible for the registration on numerous internet platforms of relevance for the business decision maker (from communities to networks) and does the personal monitoring for his manager’s work. This person optimizes the profile of the boss. Furthermore, his work is concentrating on RSS feeds, bookmarks, micro-blogging and social and business networks which need to be brought in a standardized business format. All steps shall lead to one uniform personal web-ID.

Professional News-Aggregator
The personal web consultant collects necessary knowledge, posts, articles and trend ideas in the sense of his bosses entrepreneurial targets. Based on these facts he thinks about intelligent output strategies and elaborates recommendations for group input in networks, phrases these in the best possible version, hands those over to the manager who just needs to check them and do the final click to bring those online. In earlier days business decision makers got their map with documents to sign them, today you get an online folder with the content and/for the relevant links. Copy – paste – done!

Entrepreneurial Contact-Multiplier
The personal web consultant is responsible for the quality and the development of the chief’s business network. Registered as a contact-multiplier, the personal web consultant summarizes, supervises and optimizes the manager’s networks for old and new subject-orientated contacts. The consultant evaluates professional groups in business and social networks for new contacts and advises on necessary contact requests. Options for the moderation of groups in networks are also his duty as searching for virtual and real speaking options or guest comments or contributions.

But how can the personal web consultant be integrated in companies?
Companies are always searching for the ultimate and most efficient motivation incentive or hiring bonus which they can give to middle and top management apart from car allowance, mobile phones or a golf-club membership, all paid by the company in order to find the right motivation shot. Why not accompanying a motivated manager with a personal web consultant? The additional person is productive, innovative, motivated and makes the company live the maxim of web 2.0 – also in times of scarcity of resources.

The freelancer will love the personal web consultant if the order- and revenue situation is positive. This job is terminable from scratch and/or the personal web consultant can work on a freelancer-, trainee- or internship basis.

Spot On!
Some people may say the work of the personal web manager could be done by a automated web services (like Netvibes, PersonalBrowsr, Noserub, etc.). But if we take a serious look at the pace of the personal outputs on Twitter there is not even a 10% chance of effective following of the Twitterati followers. Especially when you are also meant to set the right tone and appropriate good manners when doing your daily business networking. So, all in all… either successful business decision makers have to transform into a virtual-optimized multitasking engine or simply automate the personal communication process 2.0. Establishing the job description of the personal web manager/assistant in companies could be a more professional solution and, talking of the economy crisis, provide numerous new jobs – and the next ‘web 2.0 job’.

News Update – Best of the Day

– Dass deutsche Unternehmen nicht die ‘experimentierfreudigsten’ sind, lässt sich allein daran absehen, dass viele Unternehmen weder dem Social Media Trend folgen noch auf Micro-Blogging Diensten große Aktivitäten zeigen. Warum deutsche Marken bei Social Media Marketing zu ängstlich sind, erläutert David Nelles und zeigt anhand eines Beitrags von Lee Oden, wie Unternehmen eine gute Social Media Kommunikationsstrategie aufbauen können.

– CHIP Communications GmbH launcht demnächst eine Plattform mit den 10 besten Tipps zu allem, was man sich nur denken kann: z.B. die 10 besten Weine unter 15 EUR oder die 10 besten Tips zur Unsterblichkeit. Schon jetzt macht der Verleger die Leser auf das Portal mit einer guten Launchseite heiß. Bezeichnenderweise ist am 10 Dezember Start und man darf schonmal durchs Schlüsselloch schauen…

– Das mobile Web macht sich auf, ein Massenmedium zu werden. Eine Gruppe von amerikanischen Experten für mobiles Marketing haben sich bei einem Panel Gedanken gemacht und Erfahrungen über Best Practises ausgetauscht. Herausgekommen ist keine ‘mobile Religion’, aber eine kleine Guideline ‘Best and Worst of the Mobile Web‘.

News Update – Best of the Day

  • Einst war Second Live der ‘rising star’ der Web 2.0-Emporkömmlinge. Inzwischen schwächelt Second Live wie auch Google Lively. ‘Haben virtuelle Welten noch eine Zukunft’, frägt nun turi2 – das Interview mit Prof. Thomas Schildhauer, Leiter des Institue of Electronic Business an der Berliner Universität der Künste. Im Video rät Prof. Schildhauer Unternehmen dennoch in die virtuellen Welten gemäßigt zu investieren und auf vorhandene Szenarien zu setzen sowie nicht gleich Inselwelten und Serverlandschaften anzuvisieren. Die Hilfe von Dienstleistern empfiehlt sich hier bei den ersten Versuchen, um zu sehen, ob das Kundenklientel virtuell vor Ort ist, Marktforschungen angenommen werden und die vorwiegend ‘jüngere Zielgruppe’ auf das Unternehmen anspringt.
  • Online-, Viral- und Leadkampagne in einem: Orange ist clever und macht eine der besten Marketingaktionen, die die Mobile Provider je gestartet haben. Liebe Firmen schaut Euch an, was passiert, wenn Rugbystar Sébastian Chabal gegen einen Strassenkicker-Torhüter antritt…
  • The Power of Twitter: Johnson&Johnson wird von Twitterin zum Kampagnenstopp ‘gezwungen’, nachdem die Firma für das Schmerzmittel ‘Motrin’ geworben hat. Für Dirk Ploss die Chance seine Marketingformel ‘1 = n hoch x’ publik zu machen…

Social Networks für Frauen, Mütter und Eltern

Neue Social Networks und Online Communities für Frauen, Mütter und Eltern schießen schneller aus dem Boden als man den Überblick behalten kann. Die Zielgruppen sind finanziell potent und offen für neue Produkte. Wer z.B. aus Absatzsicht wissen will, wo sich Eltern auf Communities tummeln, sollte sich diese ausführliche Übersicht der Eltern-Plattformen mal ansehen.

Was die Zielgruppen Frauen und Mütter angeht, so finden hier mal ein paar interessante Plattformen ein wenig mehr Beachtung, die wahrlich viel Gründe und Potential für Werbeeinsätze liefern: ein Social Network für die moderne mobile Frau, zwei Communities für (auch werdende) Mütter und das neue Corporate Community des Kinderwagen-Produzenten Bugaboo. Die Auswahl beruht darauf, dass diese Plattformen teilweise neu sind, teilweise nicht IVW gelistet oder klar positioniert – aber sich dennoch großer Beliebheit erfreuen.

Neue Community Plattformen

shesconnected.com
Women and Businesswomen united – das Sex and the City Netzwerk? Nun kommt also die exklusive Plattform für die Frau und man frägt sich, ob nicht eine persönliche Präsenz auf XING, LinkedIn oder Facebook genügt? Nein, denn so die Plattform… “No other site allows women to create both a personal and professional profile. Keep one private, make the other public.” Man(n) frägt sich automatisch: Gibt es eigentlich für Männer schon eine ‘hesconnected’ Community, oder brauchen Männer ein geschlechtsspezifisches Social Network nicht? Für Frauen positioniert sich das Social Network als …

“…the one place where busy women can connect with others to find the tools, tips and resources to simplify everyday life on the go. Whether juggling family, career or both, now women can stay connected to who and what matters most.”

Ein aus Business- und Finanzierungs-Sichtweise sicherlich guter Ansatz ist das Shesconnected Publishers Network, welches talentierten Bloggern und der ‘publizierenden’ Menschheit die Option bietet, Content in die Plattform einzubringen und der mobilen Frau interessante Inhalte zu offerieren. Ein cleverer Web 2.0 Ansatz: Nicht die Plattform muss für Content sorgen, sondern die Community selbst – oder eben diejenigen, die den Zugang zur Frau suchen.

bugaboofriends.com
Diesen Monat launched Bugaboo seine weltweite, lokalisierte Online Community: Bugaboo Friends – eine Community für Eltern, Großeltern, Freunde der Marke und allen mobilen ‘Kinderwagenschubsern’. Dort sollen Geschichten ausgetauscht werden, Produkte vorgestellt und Tricks gezeigt werden, sowie Fotos und Videos von Bugaboo Begeisterten aus aller Welt hochgeladen werden. Bugaboo fordert die Mitglieder zu Bewegung auf, neue Örtlichkeiten zu erforschen und stellt selbst Tagestrips vor. Natürlich gibt es für Commmunity Mitglieder alle Neuigkeiten um das Brand und die Company zuerst. Und die Community wartet mit einem Statement auf, welches werdenden Eltern ein neues modernes und mobiles Leben aufzeigt.

“Just because you become a parent doesn’t mean you have to stop exploring.”

Dieses Statement, die Geschichte um die Funktionalität und die Filmfeatures der Kampagne machen eine solche Online Community zu einer runden Sache – empfehlenswert für alle, die sich mit dem Gedanken tragen, eine Corporate Community Plattform zu schaffen.

Community Plattformen für Mütter

mamacommunity.de
Die Community für die Mama – eine von vielen neben der offensichtlich marktführenden Plattform netmoms.de (Oktober 2008: 18 Mio. PIs). Auf mamacommunity wird alles besprochen, was rund um Schwangerschaft, Baby, Kinder, Familie, Schwanger werden und Geburt geht. Die eigene Bezeichnung ‘Die Online-Community für Mütter, Schwangere & Co.’ klingt irgendwie herrlich – denn was oder wer ist ‘Co.’ (Papa?). Der Mitteilungswille und Kommunikationsaustausch unter Frauen ist bekannt – unter Mütter ist er immens … und im Wachstum. Da macht es anscheinend auch nichts aus, dass die Plattform gar nicht groß auf eine Beschreibung oder Positionierung setzt (außer die paar Google Metas) – eine ‘Über uns’ Seite fehlt gänzlich, ist für die Mütter aber wohl nicht wichtig. Es wurden inzwischen über 1 Mio. Beiträge (!) geschrieben. Für Frauen zählt anscheinend, dass gesprochen, diskutiert und mitgeteilt wird – eben der Grundgedanke einer Community. Was die Vermarktung der Seite betrifft, so sucht man Angaben hierzu gänzlich – auch wenn sich Banner auf der Seite finden.

mamiweb.de
Im Mai 2007 gestartet hat mamiweb.de inzwischen über 175.000 Mitglieder. So zitiert Perspektive-Mittelstand einen der Mitbegründer: „Mamiweb ist der Konkurrenz mittlerweile meilenweit voraus”, so Dr. Gerhard Öllinger, Geschäftsführer der Mamiweb GmbH in Frankfurt am Main. „Unser Angebot an Mütter und Schwangere ist so beliebt und bekannt, dass sich fast jede Minute ein neues Mitglied bei unserem kostenlosen Netzwerk registriert!”. Auf dieser Seite wird wahrlich an alles gedacht und erklärt. Natürlich auch Fotoaustausch, Regionaltipps und verschiedene Gruppen finden sich auf der Community-Plattform. Bei so viel Informationen und Austauschmöglichkeiten fägt man sich, ob ein Blog noch Not tut – nach Einsicht bietet dieser aber wahrlich hilfreiche Tipps für Mama und Papa. Vermarktet wird die Seite von GUJ Electronic Sales und so finden sich auch zahlreiche Banner auf der Seite.

Spot On!
Es ist faszinierend, wie unterschiedlich man Eltern, Mamas oder Frauen in unserer Web 2.0 Welt adressieren kann – mannigfaltig nach Geschlecht, nach Vorlieben, nach Selbstdarstellung oder Produktvorlieben. Für jede unterschiedliche Lebenssituatione kann man ein neues Gesicht aufsetzen. Wenn wir alle zwischen unseren Blogs, XING, LinkedIn, Social-, Privat-Interessen Networks oder -Communities hin- und herwandern, bleibt nur zu hoffen, dass wir da noch Zeit haben werden, reale Zwischenmenschlichkeit zu pflegen, unsere Kinder zu wickeln oder im Handel uns den begehrlichen Produkten der Zukunft und des handfesten Lifestyles zu widmen. Sonst haben wir bald SecondLife zur Realität gemacht… oder nicht?

IBM's Beyond Advertising Studie: Going Digital

Jetzt ist es also raus… Laut der jüngsten IBM Studie ‘Beyond Advertising: Going Digital’ akzeptieren und nehmen die User neue Formate im Web an – aber nur, wenn die Unternehmen sich an die Regeln halten. Moment: Regeln, welche Regeln? Im Internet? OK, Spass beiseite…

Die Grundregel lautet: ein zielgruppengerechter Gegenwert muss her! Mehr als 60% der Befragten geben persönliche Daten wie Alter, Geschlecht, Lebensstil und Kommunikationsinteressen preis, wenn sie dafür etwas Zählbares (Incentives und Mehrwert!) danach in den Händen halten – jüngere Menschen sind dabei generell zugängiger als ältere. Die direkte Marketingkommunikation zur Einzelperson wird gewünscht, solange nicht mit der Gießkanne Informationen vom Unternehmen auf die Person gegossen werden.

Es tut sich was im Web: Die diesjährige Studie verdeutlicht, dass die Annahme von digitalen Content Services sich im Vergleich zum letzten Jahr verdoppelt hat, wobei Social Networking und mobile Nutzung sich mehr und mehr weltweit durchsetzen, ja sogar erwünscht sind. 45% geben an, sich Online-Videos bereits auf mobilen Geräten angesehen zu haben (76% auf PC’s!).

Fragwürdig bleibt weiterhin die Monetarisierung, denn anzeigen-finanzierte Modelle werden den paid-content Angeboten immernoch bevorzugt. Und am liebsten würden die User natürlich vor oder nach dem Videokonsum die Anzeigen aufnehmen – vermutlich eher danach, da es sich besser ‘wegzappen’ lässt. Während des Videos stößt Werbung auf schärfste Kritik. Ja, der Online-Video User muss erst an diverse Sachen gewöhnt werden, die im TV nie am Pranger standen…

Spot On!
Die weltweite Studie verdeutlicht, dass es noch viele Möglichkeiten gibt für Marketiers und Werbekunden, wenn sie angemessen mit der Zielgruppe kommunizieren. Kommunikation ist eben der Schlüssel zum Kunden. Was Marketiers noch lernen müssen, ist dass Online-Video im Internet nicht traditionellem Fernsehen entspricht – auch wenn es on-demand (Mehrwert!) und zeitunabhängig (Mehrwert!) ist, das Gleiche bietet und grundsätzlich nur auf einem anderen Gerät abläuft. Schwer zu verstehen, ist aber so…

Basis: Die Studie wurde unter 2.800 Teilnehmern wurde in sechs Ländern im Bezug auf digitale Medien und Unterhaltungsgewohnheiten durchgeführt.