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5. VM im Marketingmix

 

Viral Marketing findet üblicherweise nicht im luftleeren Raum statt.
Manche Marken verlassen sich zwar exklusiv auf die Kraft der Weiterempfehlung, erfahrene Werber entscheiden sich jedoch häufiger dafür, integrierte Kampagnen aufzusetzen. Bei letzteren verstärken sich die Wirkungen von Virals und klassischen Werbetools im besten Fall gegenseitig. Es ist interessant, zu beobachten, wie und wann die viralen Instrumente eingesetzt werden sollten, um diesen Effekt zu erreichen:

Die Erfahrung hat gezeigt, dass die besten Synergie-Effekte zu erreichen sind, wenn man den viralen Elementen einen Vorlauf von 2-3 Wochen lässt. Beim Buzz-Marketing kann dieser sogar 1-2 Monate betragen. Dies liegt darin begründet, dass die grosse Mehrzahl der „memetischen Auslöser“ hauptsächlich Neophile und frühe Adopter anspricht. Diese werden jedoch nur dann zu aktiven Weiterleitern, wenn sie das Gefühl haben, etwas „als Erster“ oder „exklusiv“ zu haben. Sobald der gleiche Inhalt z.B. in klassischer Werbung breitgetreten wird, hört ihre Weiterempfehlungsaktivität abrupt auf.

Basiert der virale Inhalt allerdings auf dem memtischen Auslöser „Mystizismus vs. Aufklärung“, kann es durchaus ratsam sein, die PR gleichzeitig mit dem Viral anlaufen zu lassen. Stellen Sie sich etwa vor, Sie streuen ein virales Video mit mysteriösem Inhalt und die Presse spekuliert gleichzeitig darüber, ob die gezeigte Szene ein Trick oder real ist… jeder, der den entsprechenden Artikel in der Zeitung liest, wird das Video sehen wollen, und jeder, der das Video gesehen und selbst darüber spekuliert hat, freut sich darüber, mehr Informationen aus der Presse zu bekommen. Klassische Werbung sollten Sie auch im genannten Beispiel jedoch tunlichst bis zur Auflösung des Sachverhalts vermeiden – sie würde die Spekulationen, welche den Charme der Kampagne ausmachen, ruinieren.

Viral Marketing arbeitet potenziell mit jeglichem Werbemedium zusammen. Die Herausforderung, Virals mit

–    Bemerkenswerten TV-Kampagnen
–    Mysteriums-basierter PR
–    Guerilla- und Ambient-Marketing
–    Anzeigenkampagnen
–    POS-Maßnahmen
–    CRM-Adressgenese

zu kombinieren, sind jedoch jeweils unterschiedlich.  Es hilft, im Hinterkopf zu behalten, dass VM-Kampagnen prinzipiell zwei Ziele verfolgen: Sie sollen den Konsumenten positiv beeinflussen (zum Markenkonsum „primen“ – siehe dazu die Einträge zu „Neurologie“ im Blog) und sich gleichsam durch freiwillige Weiterempfehlung vervielfältigen („memetisch wirksam sein“). Dies funktioniert nur, wenn man die neurologischen, psychologischen, memetischen und „markenbildlichen“ Faktoren aller in der Kampagne involvierten Instrumente ständig im Auge behält und „vom Erstkontakt mit der Botschaft bis zur Wiedererkennung der Marke am POS“ optimiert.

 

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