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Alternative Werbeformen: Die Bereitschaft wächst


In einer aktuellen Studie der Robert und Horst Marketing GmbH und der GFK, wurde die Bereitschaft und der Einsatz von alternativen Werbeformen wie Viral-, Guerilla- oder WOM-Marketing untersucht. Der Titel der Studie lässt eigentlich schon darauf schließen, dass diese Marketing Disziplinen noch nicht als fester Bestandteil im Marketing-Mix angekommen sind (was heisst hier „alternativ“ ;)), aber werfen wir ein Blick auf die Ergebnisse:


Besonders beliebt ist der Einsatz von Videoclips. Knapp 30% der Befragten setzten diese Werbeform ein. 17,5% planen den Einsatz dieser Werbeform.

Bei den Investitionen von alternativen Werbeformen zeigten sich die Befragten noch ein wenig zaghaft. Lediglich ein Viertel der Befragten investieren mehr als 10% ihres Gesamtbudgets, ein Drittel sogar nur bis zu 5% des Budgets.


Das liegt zum einen an der mangelnden Erfahrung und zum anderen daran, dass den Marketingverantwortlichen nicht bekannt ist, wie solche Maßnahmen messbar gemacht werden können. Klares Signal für unser Tracking Tool OVT mehr die Werbetrommel zu rühren.


Im Fazit kommt die Studie unter anderem zu den Ergebnissen wie:

– Alternative Werbeformen etablieren sich mehr und mehr als Eckpfeiler im Marketing-Mix
– Die Nutzung von viralen Marketing-Kampagnen hat innerhalb der letzten zwei Jahre klar zugenommen
– Eine besondere Stärke der alternativen Werbeformen wird in der Ansprache neuer Zielgruppen und dem Ausbau der Medienreichweite gesehen.

Eine wirkliche sehr interessante Studie, über die ihr hier vollständige Einsicht auf brainwash bekommt.


Eine Reaktion zu “Alternative Werbeformen: Die Bereitschaft wächst”

  1. Videoportale - Wer hat die Nase vorn? | Webregard - Watch the Web

    […] Weiterführende Links sind Videportale im Vergleich und Alternative Werbeformen von Die Webseite birgt wie der Name schon aussagt, eine Liste aller verfügbaren Video-Diensten nach Ländern sortiert. […]

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