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Virales Marketing als Instrument für KMU
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ISBN10: 3640397894
ISBN13: 9783640397891
Publisher: Grin Verlag
Published: Aug 13 2009
Pages: 28
Weight: 0.11
Height: 0.07 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783640397891
Publisher: Grin Verlag
Published: Aug 13 2009
Pages: 28
Weight: 0.11
Height: 0.07 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Ruprecht-Karls-Universität Heidelberg, Sprache: Deutsch, Abstract: Die klassische Werbung steckt in der Krise: Unternehmen sparen, Konsumenten fühlen sich zunehmend in ihrer Privatsphäre gestört und die Werbewirksamkeit sinkt unaufhaltsam. Jeder von uns sieht sich einer ständig ansteigenden Flut von Werbebotschaften ausgesetzt. Diese Informationsüberlastung sorgt für wachsende Resistenz bei den Verbrauchern. Von den wenigen Nachrichten die im Gedächtnis hängen bleiben hat jede einzelne immer geringere Wirkung. Kreatives Vorgehen und neuartige Umsetzung sind gefragt. Empfehlungen werden wieder verstärkt zu einem wichtigen Kauf-Entscheidungskriterium auf das stetig mehr Konsumenten vertrauen. Das virale Marketing bedient sich einer altbekannten psychologischen Neigung fast aller Individuen, nämlich ihres Mitteilungsbedürfnisses. Mit dem gezielten Auslösen von Mund-zu-Mund-Propaganda können Unternehmen bei überschaubarem Mitteleinsatz enorme Effekte erzielen. Die rasante Ausbreitung des Internet sorgt neben den klassischen Medien für einen weiteren Kommunikationskanal über den die Effizienz zusätzlich gesteigert werden kann. Um zu beurteilen inwieweit insbesondere Kleine und Mittelständische Unternehmen von den neuen Möglichkeiten profitieren können, lohnt eine ausführlichere Betrachtung.
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