Ein neues Zeitalter in der Werbung

MENLO PARK, KALIFORNIEN – Werbung ist für alle interessant, nicht nur für Marketer. Schließlich wird ein Großteil der Inhalte, die viele von uns zu Gesicht bekommen, durch Werbung finanziert (so auch in dieser Zeitung). Durch sie erfahren wir von neuen Produkten und sie spornt Firmen zur Verbesserung ihrer Produkte und Dienstleistungen an. Es gibt natürlich gute Werbung und schlechte Werbung (und gute und schlechte Produkte).

Zum Glück wird (und muss) sich Werbung auf eine Art und Weise verändern, die die Guten hervorhebt und die Schlechten reduziert – weil Werbekunden zunehmend auf die Hilfe der Konsumenten angewiesen sind, um ihre Botschaften zu verbreiten und Konsumenten schlechte Produkte nicht unterstützen werden. (Das ist eine leicht utopische Übertreibung, aber es ist etwas Wahres dran.)

Manchmal ist es schwierig für mich zu erklären, was ich meine, wenn ich sage, dass die Werbung sich ändern muss. Das gängige Senden von „Botschaften“ an passive Verbraucher muss sich zum Sponsoring von, zur Produktplatzierung bei und zur Konversation mit aktiven Verbrauchern wandeln. Die traditionellen Fähigkeiten im Bereich Werbung werden Kompetenzen im Bereich Public Relations weichen.

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