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4. Welche Medien sind für VM geeignet?

 

WWW – es bietet ein Netzwerk bzw. Nutzwerk für jede Lebenssituation und vernetzt unterschiedlichste soziale Gruppen schnell, zuverlässig und inhaltlich autark. Und genau dort, wo Standard-Werbung unerwünschter ist als je zuvor, sind die Bedingungen für virale Werbebotschaften ideal: Viele Meinungsmacher (Opinion Leader) treffen sich auf wenigen Blogs, Foren und Insider-Portalen. Informationen werden schnell aufgenommen, bewertet und, sofern für gut befunden, weitergeleitet – zum Teil bis in die Mainstream-Presse. So finden virale Werbebotschaften zielgerichtet und authentisch ihren Weg ins Massenpublikum. Das Web wird zur perfekten Brutstätte für virale Botschaften und somit Viral Marketing. Zudem verfügt dieses Medium über alle technischen Möglichkeiten, die Interaktionen der Nutzer zu verfolgen und zu messen. Das heißt aber nicht, dass virales Marketing nur im Internet möglich wäre. Ein clever designtes Gerücht zu einer Marke breitet sich auch über Gespräche im Büro und beim Nachbarschaftsklatsch, über Telefonleitungen und „Schulhoftalk“, über Briefe und andere Korrespondenz aus. Internet und Email sind für „Offline-Viral-Marketing“ üblicherweise enorme Beschleuniger.

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