Archiv der Kategorie: Marketing

Google introduces an ad blocker to Chrome – Filtering – Censorship?

Photo by David Ramos/Getty Images

Google will introduce an ad blocker to Chrome early next year and is telling publishers to get ready.

The warning is meant to let websites assess their ads and strip any particularly disruptive ones from their pages. That’s because Chrome’s ad blocker won’t block all ads from the web. Instead, it’ll only block ads on pages that are determined to have too many annoying or intrusive advertisements, like videos that autoplay with sound or interstitials that take up the entire screen.

Sridhar Ramaswamy, the executive in charge of Google’s ads, writes in a blog post that even ads “owned or served by Google” will be blocked on pages that don’t meet Chrome’s guidelines.

Instead of an ad “blocker,” Google is referring to the feature as an ad “filter,” according toThe Wall Street Journal, since it will still allow ads to be displayed on pages that meet the right requirements. The blocker will work on both desktop and mobile.

Google is providing a tool that publishers can run to find out if their sites’ ads are in violation and will be blocked in Chrome. Unacceptable ads are being determined by a group called the Coalition for Better Ads, which includes Google, Facebook, News Corp, and The Washington Post as members.

Google shows publishers which of their ads are considered disruptive.

The feature is certain to be controversial. On one hand, there are huge benefits for both consumers and publishers. But on the other, it gives Google immense power over what the web looks like, partly in the name of protecting its own revenue.

First, the benefits: bad ads slow down the web, make the web hard and annoying to browse, and have ultimately driven consumers to install ad blockers that remove all advertisements no matter what. A world where that continues and most users block all ads looks almost apocalyptic for publishers, since nearly all of your favorite websites rely on ads to stay afloat. (The Verge, as you have likely noticed, included.)

By implementing a limited blocking tool, Google can limit the spread of wholesale ad blocking, which ultimately benefits everyone. Users get a better web experience. And publishers get to continue using the ad model that’s served the web well for decades — though they may lose some valuable ad units in the process.

There’s also a good argument to be made that stripping out irritating ads is no different than blocking pop ups, which web browsers have done for years, as a way to improve the experience for consumers.

But there are drawbacks to building an ad blocker into Chrome: most notably, the amount of power it gives Google. Ultimately, it means Google gets to decide what qualifies as an acceptable ad (though it’s basing this on standards set collectively by the Coalition for Better Ads). That’s a good thing if you trust Google to remain benign and act in everyone’s interests. But keep in mind that Google is, at its core, an ad company. Nearly 89 percent of its revenue comes from displaying ads.

The Chrome ad blocker doesn’t just help publishers, it also helps Google maintain its dominance. And it advantages Google’s own ad units, which, it’s safe to say, will not be in violation of the bad ad rules.

This leaves publishers with fewer options to monetize their sites. And given that Chrome represents more than half of all web browsing on desktop and mobile, publishers will be hard pressed not to comply.

Google will also include an option for visitors to pay websites that they’re blocking ads on, through a program it’s calling Funding Choices. Publishers will have to enable support for this feature individually. But Google already tested a similar feature for more than two years, and it never really caught on. So it’s hard to imagine publishers seeing what’s essentially a voluntary tipping model as a viable alternative to ads.

Ramaswamy says that the goal of Chrome’s ad blocker is to make online ads better. “We believe these changes will ensure all content creators, big and small, can continue to have a sustainable way to fund their work with online advertising,” he writes.

And what Ramaswamy says is probably true: Chrome’s ad blocker likely will clean up the web and result in a better browsing experience. It just does that by giving a single advertising juggernaut a whole lot of say over what’s good and bad.


9 Steps to Get Millions of Views on Your YouTube Channel


YouTube is the second most powerful search engine on the planet, and holds the top spot as the largest video network in existence.

The video site continues to grow more pervasive with the maturation of smartphone technology. Today, half of YouTube video views stem from mobile devices.

For this reason, and many others, YouTube is the master of reaching across generational boundaries to impact and engage members of GenX, GenY and GenZ. For example, YouTube currently reaches more 18-34 and 18-49 year-olds than any U.S cable network currently broadcasting.

Because of the popularity of the platform, influencers have spawned from the network and continually leave lasting impressions on their dedicated viewers. Studies suggest that recommendations from influencers are trusted 92% more than from celebrities or advertisements.

The trust factor brought forth by influencers is one of the most notable reasons as to why influencer marketing is so effective.

It’s not as simple as it looks

Leveraging influencers on YouTube is not as simple as it sounds. Because there are many performance and brand risks associated with YouTubers that need to be managed in order to deliver rockstar results.

YouTubers are legitimate masters of their craft and make their living by presenting themselves authentically. This means that brand interference regarding their voice or image is not normally welcomed.

Despite the challenges, brands and YouTubers can get along famously when the right partnership is forged.

The balancing act

By way of example, Google recently recruited famed YouTube influencer Lewis Hilsenteger from the channel Unbox Therapy to help make some noise about Android Pay.

The video depicted Lewis travelling throughout New York City, visiting destinations that accept the form of payment to prove that you could survive solely with Android Pay. This is a prime example of recruiting an influencer that expresses a brand’s message while maintaining their authenticity.

The video generated 1.7 million views while showing off the real-world capabilities of Android Pay.                     


No doubt successful collaborations like these and the significant revenue generation potential spurred Google to recently acquire influencer marketplace Famebit.

The 9 key steps to get millions of views on YouTube

Below you’ll find nine steps that fast-casual restaurant chain Qdoba Mexican Eats took when engaging the YouTube audience for the first time.

The results were phenomenal (and, in full disclosure, delivered under the direction of, as well as executed by digital marketing agency Evolve!, Inc.).

If you’re planning on diving into YouTube to help grow your business, use this campaign as a model – it delivered 3 million views, 84K social engagements, and 200M potential impressions, all while adhering to strict brand guidelines and beating aggressive price targets.

1. Set your goals and success criteria

As with any marketing campaign, align your influencer marketing campaign with your overall marketing and sales goals.

Define success using quality metrics, such as messaging and how the brand is portrayed, as well as quantifiable targets such as cost per video view, average length of video view, number of targeted views, and cost per conversion.

2. Set a budget

The cost per view charged for YouTube sponsorships varies WIDELY, depending on factors such as audience size, reach, demographics, engagement, their industry vertical and genre, the type of sponsorship and length of integration, the YouTuber’s desire to work with a particular brand, and whether the talent is represented by an agency.

A good rule of thumb is to target a .04 – .07 cents cost per view (CPV) for video integrations and a .08 to .15 CPV for dedicated videos.

Brands should also set aside budget for content generation (landing pages, blog posts, prizes and and/or promotions), analytics software for tracking, a promotional ad budget, and manpower.

3. Create a theme and campaign messaging that supports your goals

It can be something as simple as capturing people’s excitement as they try delicious Qdoba entrees for the first time (#QdobaUnbox), or reveling in the occasions when More is Better (#MoreIsBetter), including indulging in Qdoba’s generous array of delicious toppings (#MoreFlavorIsBetter).

Evolve even created a contest celebrating Qdoba’s key differentiating factor: Free Guacamole (#FreeGuac).

Develop brand, and campaign-specific messaging, but leave ample room for YouTubers to exercise their creative license.


Remember, integrations are NOT advertisements.  Videos that come off as too commercial tend to get panned in the comments and generate lower-than-expected view counts.

4. Establish your selection criteria

What constitutes a brand match?

Start with genres, industries and channel demographics, including age, sex and geography.

Does the campaign theme fit their interests? Do they create content that would resonate with or offend your audience?

Identify any influencers that meet this criteria, fall within the audience size that you are looking to engage, and begin the outreach process.

5. Develop a pitch letter

Be clear about the campaign requirements, and set expectations: Are you looking for an integration or a dedicated video?  What four or five key messages do YouTubers need to address in the video?  And what is your timeline?

Basically, what are the promotional requirements and is there any additional information you need from them when they respond to your proposal.

But bear in mind that people who have built sizeable, engaged followings can afford to be choosy about which brands they want to work with. You may want to excite them with something that’s unique about your brand.

Qdoba offered vloggers a summer of free food, in addition to the paid sponsorship.

6. Recruit enthusiastic YouTubers

This is perhaps the most time-consuming step, and the most critical to the success of your campaign.

You know you’ve hit gold when you’ve identified YouTubers who meet your brand criteria, like your brand and offer creative story lines, and sometimes bonus promotions in their response.

There are 3 routes to recruit YouTubers:

  • Outreach directly to the people you want to work with via the email listed on their YouTube channel
  • Work with talent agencies you know and trust
  • Solicit proposals through influencer marketplaces like Famebit, Grapevine Logic or Reelio


7. Spell out everything in the contract

Flush out the creative before finalizing the contract, and include the type of integration, key messages, project timeline, the reviews process and video promotions.

YouTubers tend NOT to want the brand to weigh in on things like the Video Title or storyline outside the integration. On the same token, it is vital to be somewhat flexible when working with influencers on the creative direction of the content. These folks have built substantial followings that are enchanted by their unique voice. Setting too rigid of a structure that is outside the norm for influencers could result in a deal going south or a video not receiving the attention it deserves.

8. A/B test everything. Measure, tweak and repeat

Test various genres, campaign themes, messaging, calls to action, and amplification strategies. At this stage, we generally prefer to partner with YouTubers that have small but engaged audiences. This will allow you to get the most bang for your buck while simultaneously minimizing any potential losses for creatives that do not resonate with audiences.


Measure campaign performance, focusing on actual video views, social engagements and cost per conversions, if that’s relevant. Pivot as needed and update projected outcomes.

We use several tools simultaneously, including Simply Measured, to monitor multiple channels to gain the most clear and comprehensive picture possible.



9. Scale!

Once the campaign has been optimized, turn up the volume. Contract larger YouTube channels, and consider using contests or launching several videos at once to support product launches.

These introduce an added layer of complexity because they need to adhere to strict timelines and you potentially need to manage multiple videos at once. On the flipside, they also generally produce much more significant results, so while efforts will become more intricate, they will also become much more fruitful.

Qdoba A/B tested several concepts before running a two week #FreeGuac campaign, which drove 2.4 million video views. Participating YouTube vloggers invited their viewers to enter into a scavenger hunt contest for the chance to win cash prizes, free food and cool SWAG.

Contests like these are ideal for scaling a campaign as almost any marketing element that engages an audience on a participatory level is going to garner more attention compared to content that is merely observed through comments and shares. The contest subsequently resulted in Qdoba collecting over 10K contest submissions.


As video continues to grow, YouTube is quickly transitioning into the premier influencer marketing channel. The power of video content is unmatched by its predecessors and influencer marketing, when managed properly, has the ability to permeate and engage an audience in unparalleled fashion.

The most challenging aspect of this discipline is that the rules of engagement are constantly in flux, meaning that for the best results, it is advisable to collaborate with specialty digital marketing agencies that work day-in and day-out crafting influencer strategies on YouTube that resonate, sell, and make a brand’s efforts worthwhile.

9 Steps to Get Millions of Views on Your YouTube Channel

Machines are becoming smarter marketers


Marketing is only helpful when it’s meeting a need. It sounds simple, but those needs can be really tough to parse. Like any consumer, my needs evolve every day, if not every minute. I won’t stand for poorly targeted ads or messages that are irrelevant to me.

I work in marketing technology, and this industry has been talking about data-driven personalization for years. We’ve made a lot of progress, but we’re only just beginning to realize the potential of machine learning to match goods and services with a particular person in a specific situation.

Machines are changing how marketing is done. I’m not just talking about workflow automation or customer service bots. I’m talking about software that can help brands understand, meet, and even predict the subtlest of consumer needs.

It’s a new phase that I think of as Marketing 3.0. The 1.0 version, marketing in its early 20th century form, involved selling products to people who had demonstrated a need. The 1950s saw the rise of Marketing 2.0: ad men who shaped consumer desires to sell products. Machine learning allows marketers to move beyond this model and return to the original purpose of marketing, while adding speed and scale.

Marketing 1.0: Meeting needs as expressed
Marketing 2.0: Creating needs, then meeting them
Marketing 3.0: Machines analyzing needs, then meeting them

Marketing 3.0 uses machine learning to match product and consumer faster, more precisely, and in the right context; and to identify people who have an implied rather than overtly demonstrated need. Machines learn from a large pool of real-world examples, so they can predict future intent by observing past behavior. Marketers don’t have to comprehend the precise patterns that emerge from massive amounts of data or map out the rules that determine people’s behaviors.

In other words, machine learning shifts the role of the marketer from trying to manipulate customers’ needs to meeting the needs they actually have at a given moment.

Think about a BMW dealership looking to sell more of a particular model. They can use machine learning to identify indicators for people who bought a 5 Series in the past year: They researched similar cars like the Audi A6 and Mercedes E Class, they asked about mileage per gallon, and they had similar demographic traits.

Say I’m looking to buy a car and have a friend who recently bought a 5 Series. I’ve read about one of its new features: a 3D view of the car that I can see from my phone. When I search for “BMW 5 Series” on my iPhone, I’ll see a list of dealerships within a 10-mile radius of my regular commute. I call the dealership to ask about their inventory, and they know I’m ready to buy. I’m automatically matched with the sales rep who sold the same car to my friend, knows the specs I’m interested in, and can talk to me about 3D view.

I see massive opportunity to use predictive capabilities to link online and offline interactions — mobile ads, email campaigns, phone conversations, and in-person experiences. It’s becoming a reality as Google, Facebook, Apple, and Amazon continue investing in voice assistants and natural language processing technologies. Amazon is reportedly updating Alexa to be more emotionally intelligent. It’s not a huge leap to transition from making voice commands in my living room to calling a business and making a purchase directly through my Echo. A conversation is the most natural form of interaction, and the most conducive to forming relationships.

I think voice will be central to how marketers balance machine learning capabilities with the need to create human experiences. Even if machines can surface information and recommendations at exactly the right time, people still want human conversations, especially when it comes to buying complex or expensive products. I’m fine with Alexa ordering me a pizza, but not a car.

As I see it, the role of machines is to draw correlations between consumers’ behaviors and their ultimate intent. The role of the marketer is to figure out what can be automated (e.g., triggering an email after a purchase is made) and what can be augmented (e.g., predicting what products will most intrigue a customer) by using software. The next wave, Marketing 4.0, will take this a step further by meeting consumers’ expressed and unexpressed needs.

We’re moving toward a more predictive world in which machine learning powers the majority of interactions between consumers and brands. I don’t see this being at odds with human connection or authentic experiences. Marketing will be ambient and truly data-driven. It will catch up with consumer expectations and with the potential of technology to change how marketing is done

Machines are becoming smarter marketers

Paris motor show 2016 review: A-Z of all the new cars

The Paris motor show is heralded as the world’s biggest motor show, claiming more visitor footfall than any other auto show. No wonder car makers are scrambling to prepare their new car launches in time.

Here we round up all the cars, world debuts and major launches at the Paris motor show. Think of it as a handy one-stop shop for everything about the Mondial de l’Automobile, including a continuously updated list of all the key cars unveiled on the day.

The new 2017 Audi A5 Sportback: a Paris motor show debut

A5 Sportback (above): The slinkier new five-door A5 hatchback is unveiled
Q5: Ingolstadt is readying the replacement Q5 Mk2 for a Paris debut

Concept car: 
Not the new 5-series, but a new crossover concept is coming

C3 (below): The French will launch chic new supermini at the Paris motor show
C3 WRC concept:

CXperience: Plug-in hybrid concept previews Citroen’s upcoming design language

Citroen C3: Paris motor show 2016 world debut

2016 range updates: 
Fresh styling, trim and features for Sandero, Sandero Stepway and Logan MCV

GTC4 Lusso T:  New V8-engined version of the car formerly known as the FF
LaFerrari convertible:
Maranello’s taken a tin-opener to its fastest supercar

Civic (below):  
Next Civic is another French debutant; everything you need to know about Civic Mk10
Civic Type R prototype:  New prototype offers a look at the next-gen hot hatch from Honda

2016 Honda Civic

i10: Revamped city car gets new tech and fresh styling
i20 WRC:  Get your first look at the 2017 WRC entry from Hyundai
i30:  Third-gen hatchback family confirmed for the Paris motor show
RN30 concept:  New 375bhp hot-hatch concept targets the Focus RS

 UK pricing revealed for sleek new coupe
QX Sport:
We’re expecting a refreshed version of the new mid-sized crossover concept from Beijing
VC-T variable compression ratio engines:  CO2-crushing new engine tech at Paris

 Practical MPV gets new styling and tech for 2016
New Rio supermini to make its public debut at the French car show
Soul: Revamped Kia Soul gets new 201bhp turbo engine

The new Land Rover Discovery: covers come off at the Paris motor show

Discovery (above):  The all-new Discovery, now revealed in full, is set to be one of the big draws at Paris

UX crossover concept:
 Latest concept aims to showcase new tech and connectivity features
Kinetic Seat Concept:  The humble car seat, as you’ve never seen it before

AMG GT Roadster:  French guillotine beheads Merc’s glorious sports car in Paris
AMG R50 hypercar (below):  Big Paris shock, as Merc confirms F1-engined hypercar
E-class All-Terrain:  Merc chases the Allroad dollar with E-class in wellies
Electric SUV concept:  We’re expecting a mid-sized e-crossover
GLC 43 4Matic Coupe: Sleeker version of the twin-turbo GLC SUV steps out
Vision Mercedes-Maybach 6:  A closer look at the new super-luxury concept

The new Mercedes-AMG R50 hypercar - F1-engined!

Clubman JCW:  It’s the most powerful version of Mini’s compact estate to date

GT-PHEV Concept:  
A conceptual look ahead to the next Outlander SUV

Slicker, more Europeanised supermini takes a bow at Paris motor show

Lumpy crossover enters the mainstream in prettier, more conventional Mk2
5008:  Double-oh Peugeot reborn as a family crossover; seen first in Paris
3008 DKR race car:  New rally-raid special shown ahead of 2017 Dakar

Panamera (below):  
It’s the brand spanking new, prettier Panam sports saloon Mk2

The new 2016 Porsche Panamera: a Paris motor show launch

La Regie unleashes its first pick-up at its home show in Paris
Koleos:  New ‘Initiale Paris’ version of luxury SUV unveiled
Trezor:  Sleek EV coupe packs a 345bhp punch
Zoe:  Renault’s upped the Zoe’s maximum range to 250 miles

Ateca X-Perience:  
Rugged new concept showcases potential production car

A major launch for Skoda as it unveils its first full-size family crossover

Fortwo and Forfour Electric Drive:  World premiere of the e-Smart is scheduled for Paris

LIV-2 SUV concept:  
This one points to the next-generation Rexton SUV, we reckon

 European debut for the new baby crossover inspired baby
SX4 S-Cross:  Mild facelift for 2017 model year SUV

C-HR crossover:  
Final production sight of the new compact SUV, after Geneva design reveal
Gazoo Racing:  New umbrella body for all Toyota’s motorsports will launch in Paris
Prius Plug-in Hybrid:  European debut for Toyota’s plug-n-play Prius
FCV Plus:  Another Euro first for this fuel-cell show car

New EV features plenty of punch and long range, but we won’t get it – yet

I.D. electric car concept (below):  Volkswagen promises dramatic change with new long-range EV
Volkswagen announces 13th brand:  Mystery Berlin-based brand being worked on

VW I.D. concept

Roaming Regulierung EU Draft 2016-09-05

Regulierungs-Text aus: PART-2016-207353V1



Aus für Roaming-Gebühren: EU macht Vorschlag für „Fair Use“

Im Sommer 2017 fallen Roaming-Gebühren für Handytelefonate im EU-Ausland weg. Mit einer „Fair Use“-Regel will die EU-Kommission verhindern, dass Kunden sich Preisunterschiede in den Ländern auf Dauer zu Nutze machen.

Die EU-Kommission hat am Montag in Brüssel einen Entwurf vorgelegt, wie das endgültige Aus für Gebührenaufschläge bei Handygesprächen im EU-Ausland umgesetzt werden soll. Ab Sommer 2017 sollen die Mobilfunknetzbetreiber keine Aufschläge mehr berechnen dürfen, wenn Kunden im EU-Ausland telefonieren. In ihrem Entwurf für die Umsetzung macht die Kommission Vorschläge für „Fair Use“-Regeln, die einen Missbrauch verhindern sollen. Der Vorschlag wird nun mit den Mitgliedsstaaten und der europäischen Regulierungsgremium abgestimmt. Mitte Dezember will die Kommission dann die Regeln offiziell machen.

Fair Use: „Bis zu 90 Tage in einem anderen Land“

Mit den Fair-Use-Regeln will die Kommission auch den Befürchtungen der Netzbetreiber entgegenkommen, dass Nutzer mit einem günstigen Tarif aus dem einen europäischen Land sich dauerhaft in einem anderen Land aufhalten, wo sie mehr bezahlen müssten. Brüssel fürchtet, das könnte langfristig zu steigenden Preisen führen. Um das zu verhindern, schlägt die Kommission eine Frist von 90 Tagen vor.

Bis zu 90 Tage sollen sich EU-Bürger in einem anderen Land aufhalten und dort zu Konditionen ihres Vertrages telefonieren und surfen können, bis der Netzbetreiber Aufschläge erheben kann. Zugleich sollen Netzbetreiber aber verlangen dürfen, dass sich der Kunde mindestens einmal alle 30 Tage in sein Heimatnetz einbucht. Das schränkt die 90 Tage deutlich ein: Ein paar Wochen Urlaub oder eine Dienstreise ist abgedeckt, das zweimonatige Praktikum schon nicht mehr.


Auch die danach möglichen Aufschläge möchte die EU-Kommission begrenzen. Sie sollennicht über den Großhandelspreisen liegen, die sich die Netzbetreiber gegenseitig berechnen. Die Obergrenzen für die Großhandelspreise werden derzeit noch von Kommission, Parlament und den Vertretern der Mitgliedsstaaten abgestimmt. Die EU-Kommission schlägt eine Obergrenze von 4 Cent pro Minute, 1 Cent pro SMS und 0,85 Cent pro Megabyte vor.

Für Menschen, die im Grenzgebiet wohnen oder grenzüberschreitend pendeln, schlägt die Kommission Sonderregelungen vor. Wenn sich das Handy dort ins Netz des Nachbarlandes einbucht, sollte das den Bürgern dort nicht zum Nachteil sein. Solange sie sich am selben Tag auch wieder im Netz des Heimatlandes einbuchen, solle das nicht als Roaming angerechnet werden.


Auch paneuropäischen Handel von billigen Pre-Paid-Karten will die Kommission vorbeugen. So sollen die Netzbetreiber verlangen können, dass eine Pre-Paid-Karte schon eine Weile im Heimnetz aktiv gewesen ist, bevor sie die Karte für Roaming aufs eigene Netz lassen.

Die EU hatte im vergangenen Jahr nach langen Debatten beschlossen, die Roaming-Gebühren bis Sommer 2017 komplett abzuschaffen. In Deutschland sind die Netzbetreiber schon dazu übergegangen, ihre Tarife um die Nutzung im EU-Ausland zu erweitern.

Liebes Heise-Team: Hier ist Euer Artikel verlinkt:

Virales Marketing: Erfolg durch Ansteckung

Wer seinen Facebook-Account öffnet, findet jeden Tag mindestens ein witziges, trauriges, spannendes oder faszinierendes Video, das von einem Freund geteilt wurde. Man selbst ist wiederum so begeistert davon, dass man ebenfalls auf Teilen klickt und den Inhalt damit unter einer neuen Gruppe von Leuten verbreitet. Und so geht es immer weiter… Wenn ein Unternehmen virales Marketing betreibt und damit einen Erfolg erzielt, verbreitet sich die Botschaft wie ein Lauffeuer durchs Netz. Wie der Name es schon sagt, gleicht es einem Virus, der sich von Mensch zu Mensch überträgt. Was so vielversprechend klingt, funktioniert allerdings nur, wenn man die Menschen erreicht, sie berührt und diese den Inhalt aus freien Stücken weiterverbreiten. Worauf es beim viralen Marketing ankommt…

Traditionelles Marketing versus virales Marketing

Traditionelles Marketing richtet sich an klassische Medien wie Fernsehen, Radio oder auch Print-Medien. In Zeiten von Facebook und Co. verliert es aber immer mehr seine Bedeutung – schon die Masse der verbreiteten Werbebotschaften ist hier so hoch, dass viele Menschen sie gar nicht mehr wahrnehmen oder sogar bewusst auslassen. Jeder kennt es: Wird der Spielfilm wieder einmal durch Werbung unterbrochen, zappen wir lieber quer durchs Programm. Sehen wir in einer Zeitschrift eine Werbeanzeige, blättern wir weiter und vergessen sie.

Virales Marketing geht anders an die Konsumenten heran: Es basiert auf der freiwilligen Verbreitungvon Informationen und Botschaften, jeder einzelne wird sozusagen selbst zum Werbeträger. Dabei gilt: Ist der Virus von hoher Qualität, wird er auch verbreitet – schnell und kostenlos, wodurch sich eine virale Kampagne für Unternehmen vielfach bezahlt machen kann.

Die Werbebotschaften beim viralen Marketing folgen dabei einem bestimmten Erfolgskonzept: Sie sind emotional, behandeln Themen, die eine möglichst breite Masse betreffen und haben nicht den aufdringlichen Beigeschmack, der klassischer Werbung oft anhaftet.

Virales Marketing gibt es in verschiedenen Formen

Wie andere Marketingmaßnahmen kann auch das virale Marketing unterschiedliche Formen der Kommunikation für sich nutzen. Die häufigsten dabei sind:

  • Videos
  • Fotos
  • Blogbeiträge
  • Podcasts

Die beliebteste und gleichzeitig auch die bekannteste Form sind Videos, in denen das Werbeobjekt zwar kurz erwähnt wird – das Hauptaugenmerk liegt aber auf dem Storytelling. Diese Geschichte ist es, die das virale Marketing so erfolgreich machen kann. Oder eben auch nicht, wenn der erhoffte Effekt ausbleibt.

Viraler Content zieht die Aufmerksamkeit der Betrachter regelrecht an, er versetzt in Erstaunen, bringt zum Lachen, informiert, schockiert oder begeistert. Kaum jemand kann sich ihm entziehen – ein Virus, der schnell und effektiv verbreitet wird.

Virales Marketing: Diese Elemente gehören dazu

Einzelne Elemente des viralen Marketings sind auf unterschiedliche Bedürfnisse und Emotionen des Konsumenten ausgerichtet. Das Ziel dabei ist aber am Ende immer dasselbe: Die Menschen sollen angeregt werden, über eine Marke, ein Produkt oder auch eine Person zu reden und die Inhalte untereinander zu teilen. Klassische Mundpropaganda.

Zum viralen Marketing gehören dabei mehrere Elemente, die voneinander unterschieden werden:

  • Pass-along: Das Weiterreichen ist der Kern jeder viralen Marketingkampagne. Beim Pass-along wird die Werbebotschaft als solche erkannt und ohne weitere Aufforderung durch die Betrachter mit anderen geteilt. Für Unternehmen ist dies besonders wertvoll, da eine riesige Verbreitung ohne weitere Kosten erreicht werden kann.
  • Incentivised viral: Eine direktere Form des viralen Marketing, bei der dem Konsumenten ein Bonus für eine bestimmte Handlung versprochen wird. Dieses Marketingelement ist nicht nur darauf ausgerichtet, eine bestimmte Reichweite zu erlangen, sondern im besten Fall auch eine dauerhafte Beziehung zum Kunden zu knüpfen. Dazu gehören zum Beispiel Rabatte oder die Teilnahme an Gewinnspielen, wenn der Inhalt geteilt wird oder ein Bonus, wenn man einen Freund anwirbt.
  • Undercover: Bemerken Konsumenten die Werbebotschaft nicht bewusst, spricht man vomundercover Marketing. Dies kann beispielsweise der Fall sein, wenn scheinbar alltägliche Menschen ein Produkt benutzen und anpreisen, obwohl es sich dabei eigentlich um bezahlte Profis handelt.
  • Buzz: Hier geht es darum, Gerüchte zu streuen um ins Gespräch zu kommen. Diese Vorgehensweise ist allerdings nicht die Angenehmste und im schlimmsten Fall mit hohen Risiken verbunden.. Das Ziel dabei ist, so viel Aufmerksamkeit wie möglich zu bekommen – jedes Mittel ist dabei willkommen, nach dem Motto: Schlechte Publicity ist besser als keine Publicity.

Virales Marketing: Die Vorteile

Virales Marketing bietet einige Vorteile, vorausgesetzt der Virus trifft den Nerv der Zeit und wird entsprechend in den sozialen Netzwerken verbreitet.

Hier ein Überblick:

  • Ökonomisch: Der vielleicht größte Vorteil für Unternehmen. Der Inhalt verbreitet sich völlig kostenlos und erzielt dabei oft eine Reichweite, von denen andere Maßnahmen nur träumen können. Viraler Content erreicht ohne Probleme mehrere Millionen Klicks und wird tausendfach geteilt.
  • Persönlich: Virales Marketing hat eine höhere Glaubwürdigkeit, da die Inhalte oft von Personen weitergegeben werden, die man gut kennt und denen man vertraut. Es entsteht nicht das Gefühl, man würde durch Werbung manipuliert werden.
  • Langwierigkeit: Der langfristige Effekt des viralen Marketing ist ein häufiger Kritikpunkt. Viele glauben, dass kaum ein Nutzen bleibt, nachdem der erste Hype verflogen ist. Tatsächlich kann so aber die Bekanntheit langfristig gesteigert werden, wenn es gelingt, den viralen Hit mit der Marke zu verknüpfen.

Virales Marketing: 4 Regeln

mimagephotography/shutterstock.comWer glaubt, eine erfolgreiche virale Kampagne wäre leicht zu erstellen, liegt damit falsch. Dies zeigt sich schon daran, wie wenige der täglich millionenfach verbreiteten Inhalte tatsächlich viral werden. Es braucht gut durchdachte und vor allem innovative Ideen. Gerade das wird mit der Zeit immer schwieriger, denn gerade im Internet gibt es kaum etwas, dass man noch nie gesehen hat.

Zu erfolgreichem viralen Marketing gehört also mehr, als nur Content zu erstellen und diesen auf eine Social-Media-Plattform zu laden. An diese vier Regeln sollte man sich halten, um die Chancen zu erhöhen:

  • Emotionalität

    Viral verbreitet werden Inhalte, die berühren und Gefühle vermitteln, die man mit anderen teilen möchte. Neutraler oder emotionsloser Content wird es schwer haben, sich durchzusetzen, da er weniger Menschen anspricht.

  • Leichte Verbreitung

    Damit virales Marketing funktionieren kann, muss es so leicht wie möglich sein, den Inhalt zu verbreiten. Ein einfacher Klick sollte dafür ausreichen, wie es in sozialen Medien möglich ist. Verzichten sollte man auf unnötige Anmeldungen, um Zugriff auf ein Video oder ein Bild zu erhalten.

  • Einzigartigkeit

    Ein solcher Virus funktioniert nur ein einziges Mal, anschließend werden Konsumenten immun. Es bringt daher nichts, eine andere virale Kampagne nachzuahmen. Wer keine eigene Idee hat, steht meist ohnehin nur als schlechte Kopie des Originals da.

  • Geschwindigkeit

    Virales Marketing funktioniert rasant, innerhalb weniger Stunden und Tage hat scheinbar das halbe Internet bereits davon erfahren. Dabei sollte allerdings darauf geachtet werden, dass dieVerbreitung nicht ins Stocken gerät. Es ist kaum möglich, den Inhalt zu einem späteren Zeitpunkt noch einmal ins Rollen zu bringen.

Marketing in Perfection – How Apple Outmarkets Samsung

These two tech giants have very different marketing strategies. Which one are you emulating?

Apple and Samsung ran back-to-back phone ads, providing a perfect illustration of why Samsung never manages to get traction against Apple.

Here are the two ads:

Samsung’s ad is all about the product. It consists of visual images of the product along with a list of its features.

Apple’s ad is all about the consumer. It didn’t even show the product. Instead, it showed what one consumer did with the product.

Two very similar products; two very different marketing strategies. Which is more effective?

Well, if you look at long-term financial performance and the ability to extract profit out of the phone market, Apple is totally kicking Samsung’s butt.

Here’s why. As I’ve written previously, all great marketing messages answer three questions, in the proper order:

  1. What’s in it for me?
  2. Why buy it from you?
  3. What’s the next step?

Samsung’s ad only answers the first two questions indirectly. It assumes that the consumer immediately knows why somebody would want those features. In the NBA ad (which was slightly different than the ad above), Samsung then resorts to a freebie discount.

(Just to be clear, offering a discount is by definition a desperate marketing move.)

Apple’s ad answers the first two questions immediately. Like the person who filmed this clip, you can do extraordinary things with your iPhone. It then leaves the call to action implicit: Buy an iPhone (and become extraordinary).

Every week I run into companies (and individuals) that echo Samsung’s market strategy. They go on and on about the „what“ and just assume that everyone will understand the „why.“

Very rarely do I run into companies (or individuals) that echo Apple’s strategy and make their marketing about that which the customer, client, or buyer wants to accomplish or dreams about becoming.

So I have this question for you: When you market or sell, are you talking about yourself, your company, your brand, and your product? Because if you are, you’re probably losing customers.

Look: In business, it’s not about you. It’s never about you. It’s always about the other person. Apple’s been illustrating this fact for more than 30 years. How long will it take for everyone else to get it?