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Zur Zeit wird gefiltert nach: marketing
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10.01.2014
12:36

Werbung, die uns zum Schmunzeln bringt

verfasst am 10.01.2013 von Johanna Voigtmann

Werbung war noch nie wirklich beliebt. Ob im Fernsehen, in der U-Bahn, auf der Straße oder im Radio, überall werden wir mit jeglichen Produkten oder angebotenen Dienstleistungen konfrontiert und uns wird gleichzeitig das Gefühl vermittelt, dass wir diese Produkte unbedingt benötigen.

Werbung ist also lästig. Manche Unternehmen lassen sich jedoch immer mehr Lustiges, Ansprechendes und manchmal auch Skurriles einfallen, damit die Werbung und somit auch das Produkt länger oder dauerhaft in den Köpfen der Kunden verbleibt.

Gerade mit der rasanten Entwicklung und dem schnellen Fortschritt der Technik erscheinen in der letzten Zeit immer mehr „außergewöhnliche“ Werbekampagnen von verschiedenen Unternehmen auf dem Markt.

 „L`Oreal“ hat zum Beispiel die U-Bahnstation als Vertriebskanal für sich entdeckt. Der Kosmetikkonzern hat einen Automaten der als Style-Berater agiert in einer U-Bahnstation platziert. Er scannt das Gesicht und die Kleidung der Kundin. Anschließend unterbreitet er einen Vorschlag, welche Kosmetik am besten geeignet wäre. Zudem werden Blog-Postings angezeigt und die Kundin kann sich sogar kostenlos per E-Mail Schminktipps nach Hause zu senden lassen.

Es gibt auch zahlreiche Werbeideen, die uns im Alltag begegnen, die wir dort eigentlich gar nicht erwarten.
Oder würden Sie ein Angebot für eine Reise auf dem Milchschaum Ihres Latte Macchiato´s im Café um die Ecke vermuten? Das Unternehmen "Expedia" hat diese Werbeidee in die Tat umgesetzt.

Weitere Beispiele: Ein Yoga-Studio hat einen Knickstrohhalm als Werbefläche für sich genutzt. Auf dem biegsamen Bereich des Strohhalms befindet sich eine Person, die sich durch das Knicken verbiegt.   „Meister Proper“ hat nur einen Streifen von einem Zebrastreifen besonders weißen lassen und vermittelt so das Gefühl, dass dieser Reiniger wirklich alles wieder sauber macht. Auch die Halteschlaufen im Bus werden nicht von den Ideen der Werbeindustrie „verschont“. So hat ein Uhrenhersteller Uhren auf die Schlaufen drucken lassen und zeigt dem Kunden beim Festhalten gleich, wie gut ihm diese Uhr stehen würde.

Lukrativ und ansprechend sind diese Werbekampagnen auf jeden Fall. Manche Werbeideen sind jedoch eher provokant und etwas makaber. Dieses beweist ein Bestattungsunternehmen, welches in Bahnhöfen hinter die Gleise ein Plakat mit der Aufschrift  „Kommen Sie doch ein Stück näher“ positioniert hat.

Egal wie Werbung uns im Alltag begegnet, sie ist nicht mehr wegzudenken und beeinflusst uns jeden Tag aufs Neue mit Musik, Düften und Werbeslogans.
Und seien Sie doch mal ehrlich, eine Stadt ganz ohne Werbung wie São Paulo wäre doch auch langweilig, oder?

Also liebe Werbeindustrie, weg mit der langweiligen Werbung, die uns nur als lästig erscheint und her mit den Werbeaktionen, die uns täglich ein Schmunzeln ins Gesicht zaubern!

Johanna VoigtmannPermalinkKommentare 0
Tags: werbung, marketing
Views: 1181

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Stephanie´s Ramblings - User-Generated Content and the Reality Trend

posted on 30 October 2013 by Stephanie Bogue

This week´s blog is inspired by the memory of a marketing class I attended.  My Professor was conducting a study about our University´s website in hopes of providing useful information for the upcoming update.  One of the things I enjoyed about his class was he taught us how to be good market researchers.  By this, I mean he taught us how to be a little sneaky in a good way, always measuring something that is known to those being surveyed and something that is not.  For example, he sent out a survey to poll students about how they used the website.  He tested items such as ease of use, location of information, and if the website provided the information needed to answer their questions.  What made his study especially interesting is that while he collected this information, he was also monitoring the website.  He observed which areas got the most clicks, which pages were viewed the most, a heat map of the homepage and much more.  And, despite what survey results said (in other words, the feedback viewers gave him), my Professor found that most people were simply viewing the pictures on the website.  It proves that just because feedback is given, it can be contrary to our actions.  Students were not looking up information about how to apply, when Professor´s office hours were, or how long the library was open, but instead pictures of what the campus looked like, what kind of people went there, events, and parties.  One could assume they were also making big decisions based on what they saw.  

This brings up the question of reality to me.  There has been quite a trend in the 2000´s for all things real!  Look at the allure of reality TV, a real person becomes a star through a look into their “normal” lives.  We read blogs.  Regular people become online journalists.  We love DIY and how-to videos.  We can reach more people through sharing stories about real events that happened to real people online.  We fund businesses through crowdsourcing.  We use Instagram to give our photos pro effects.  The regular Joe has come into the spotlight.

With that in mind, I thought about how this applies to businesses, particularly e-commerce.  In my opinion, the reality comes into play in the form of user-generated content.  By that term, I mean normal people uploading videos and pictures that they, themselves, have taken.  Amateur, unprofessional, raw but yet pure impressions of what they experienced.  So, not only have regular people become TV celebrities, but now they are also the common spokesperson for brands.  By this, I mean more and more businesses are open to the idea of encouraging their customers to talk about them through pictures and video, or live experiences.  I know I have written a few blog posts about customer reviews and how important they are to a business, but these videos and pictures can take feedback to a completely new level.  

In fact, a study found that businesses that allowed user-generated video on their products page saw a boost of 38% in their sales (read more here).  The same study also revealed that when given the choice, a little more than half of consumers prefer homemade videos compared to professional.  For me, it is safe to say this form of feedback is a clear choice consumers are craving.  In my research, I found women proving that a product lifted stains from clothing or floors, customers trying products for the first time and their initial reactions, and news websites that asked for your pictures if you attended a certain event.  Basically, in this day and age, anyone can shoot video from their wireless devices or their webcam and from anywhere (read more here).  So, imagine reading versus watching.  In a culture that has become incredibly visual and more and more interested in the reality of everything, doesn´t it make sense?

For me, it makes total sense.  I believe this is only the beginning of something that will become the norm fairly soon.  I have already mentioned the sales benefit, but let´s not forget that user generated content can also have a huge impact on your Google organic search.  And, as far as your Adwords are concerned, this can help increase your quality score, which can, in turn, lower your Adwords cost.  This is an easy way to boost your profile while also adding to your sales.  We have become a see it in action kind of culture.  We, as consumers, want to keep it real.  I believe feedback is going through an evolution all its own, and consumer videos and photos add the perfect bit of “reality” needed in a professional online business world.  

 

Josephine SchmittPermalinkKommentare 0
Tags: user genereated content, marketing, reviews, video reviews, photo, video share, share
Views: 1788

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Stephanie´s Ramblings - Cheating the Game: Fake Reviews and “Astroturfing”

posted on 9 October 2013 by Stephanie Bogue

The Game

The game is e-commerce.  It is you versus all of your competitors at once. The playing field is the internet and the fans are your customers.  They are either rooting for you with positive reviews or against you with negative ones.  Needless to say, it is tough out there.  When a business receives a negative review, it can sway the outcome of the game.  And vice versa, when a business receives positive reviews, well then it could win the game of sales or popularity.  There are many games throughout the years and it is difficult to stay in the top tier.  But, what if the games are rigged.  What if people have been paid off to write either negative reviews about your competition or glowing reviews about your business?  In the world of e-commerce, this behavior is called “astroturfing” and shows its face in the form of fake reviews.  Many businesses have resorted to cheating the review system and the trend has only gained intensity since customer reviews provide such a heavy impact on the success or failure of an online business.  

I don´t think it is a secret that most fake reviews are submitted to popular review sites (like Yelp) and business comparison platforms.  The reason for this and the problem, in my opinion, is that these review systems are a bit flawed.  Basically, anyone that opens an account can leave a review, whether or not they were an actual customer.  So, the review sites have become the middleman between you and your disgruntled customers. The idea behind these review websites was to be neutral and transparent. Sounds good, right?  However, all the power then belongs to this middleman, the review site, as to what to do with the positive or negative reviews.  The horror stories can begin here for businesses as I have heard of instances where bad reviews put a bullseye on your business as a potential customer to these review websites to hide or move negative reviews for a monthly fee.  And, with the great influence review sites have over the general population, many potential customers turn to them and make decisions on what they see there.

Fake Reviews

But, back to the more basic problem, your business has negative reviews. What can you do about it?  

Many businesses have turned to the dark side when faced with negative online reviews.  They have either attempted to flush out their negative reviews by creating fake accounts and posting fake positive reviews or damaged the reputation of competitors with fake negative reviews or both. Some do this themselves while others hire out and pay to have this kind of work done for them.  And many businesses, both big and small, have resorted to this cowardly behavior.   

Unfortunately, it doesn´t stop there.  The SEO companies have also given into lesser business practices. Since e-commerce has boomed, SEO consultants and companies have also.  My initial thought was great, there are experts out there to help, right?  I was surprised to read a recent article where 19 businesses (most of them SEO companies) were busted in a New York sting operation for solving the problem of negative reviews by either writing fake ones or hiring people to do it for them (read more here).  

I guess the silver lining here is that there are operations and organizations at work to expose “astroturfing” and heavy fines were slapped on the companies that provided fake reviews as a remedy to dealing with a negative review problem.  Even the review sites are tightening up their belts as they attempt to filter out suspicious reviews (read more here). However, I find it interesting that both fake reviews and trust in customer reviews are on the rise together.   

Opinion

My advice is to manage your own feedback system yourself or with a reliable third party and learn how to manage negative feedback.  If at all possible, try to ensure only your customers are able to review your service. This is your real bread and butter.  Review websites are popular and do have a huge impact on businesses everywhere, but I wonder if their power and influence will begin to dwindle as the problem of fake reviews only gets worse.  For now, the best way to deal with review websites is to create a vendor account and login to make comments on both negative and positive reviews you that are there.  This shows you are actively listening and responding.  In the big game of maintaining a thriving and growing business, transparency and playing by the rules of customer feedback will take you far.   

 

 

Josephine SchmittPermalinkKommentare 0
Tags: customer reviews, fake reviews, seo, sem, negative review, negative reviews, fake review, marketing
Views: 3654

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