{"id":31083,"date":"2018-01-17T11:52:07","date_gmt":"2018-01-17T10:52:07","guid":{"rendered":"https:\/\/radiosphere.de\/?p=31083"},"modified":"2021-05-04T12:14:40","modified_gmt":"2021-05-04T10:14:40","slug":"glaskugel2018_branchentrends-social-media_marketing","status":"publish","type":"post","link":"https:\/\/radiosphere.de\/en\/glaskugel2018_branchentrends-social-media_marketing\/","title":{"rendered":"Was die RADiOSPHERE Glaskugel 2018 zeigt …"},"content":{"rendered":"

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\u2026 und was aus unseren Prognosen f\u00fcr 2017 wurde.<\/span><\/p>\n

 <\/p>\n

 <\/p>\n

Online und Social Media Analyse & Marketing: Die Prognosen des RADiOSPHERE Managements zu den Branchentrends 2018.<\/strong><\/p>\n

\u00a0<\/strong>
\n[\/et_pb_text][et_pb_text _builder_version=”3.27.4″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”]\u201eIm Social Media Marketing sind echte Meinungen und Botschaften gefragt: von Mitarbeitern, Kunden oder Nachbarn. Denn das sind die wahren Influencer<\/strong>. Viele Unternehmen werden ihre Image- oder HR-Kommunikation auf allgemeinen Plattformen \u00fcberdenken und sich im Zuge dessen auf professionelle Netzwerke wie XING, LinkedIn oder Fachforen konzentrieren.<\/p>\n

Denn trotz aller Targeting-M\u00f6glichkeiten sind Streuverluste in den Social Media inzwischen \u00e4hnlich hoch, wie in vielen anderen On- und Offline-Medien auch.\u201c<\/p>\n

Susanne K\u00f6hler, Gesch\u00e4ftsf\u00fchrerin<\/p>\n

\u00a0<\/strong><\/p>\n

\u201eCommand Center und Online-Dashboards<\/a><\/strong> geben einen stets aktuellen \u00dcberblick \u00fcber alle relevanten Themen in den Online und Social Media. Mit einem solchen Echtzeit-Monitoring schalten sich Marketing- und PR-Abteilungen sofort in laufende Diskussionen ein oder reagieren auf entstehende Trends mit einer zielgerichteten Ansprache.<\/p>\n

Unternehmen und Organisationen werden in 2018 auch st\u00e4rker hinterfragen, welche Online- und Social Media-Kan\u00e4le langfristig zu ihrer Marke oder ihren Zielen passen und ein Investment in Zeit & Budget rechtfertigen. Daf\u00fcr brauchen Sie ein auditf\u00e4higes Channel Reporting<\/strong>.\u201c<\/p>\n

Heinz D. Schultz, Head of Business Development<\/p>\n

\u00a0<\/strong><\/p>\n

\u201eOrganische Reichweite zu steigern, wird \u00fcber Social Media und auch Suchmaschinen immer schwieriger. Plattformen bauen immer neue Schranken \u2013 sprich Algorithmen \u2013 auf, um sich Kontaktm\u00f6glichkeiten und Interaktion bezahlen zu lassen. Nur so k\u00f6nnen sie glaubw\u00fcrdig bleiben und gleichzeitig ihre Wachstumsziele erreichen.<\/p>\n

F\u00fcr Marketing und PR hei\u00dft das: Sie brauchen hochqualitativen relevanten Content und Storytelling<\/strong>, der unaufdringlich mit den Werten und dem Leistungsangebot verkn\u00fcpft ist.\u201c<\/p>\n

Stefan Richter, Head of Marketing Communications<\/p>\n

 <\/p>\n

Und das waren unsere Prognosen f\u00fcr 2017:<\/span><\/p>\n

\u201eMit den weiterentwickelten Monitoring-Technologien Bilderkennung<\/strong> (Image Recognition) oder Speech-to-Text<\/strong> (Voice Recognition) l\u00e4sst sich die Wirkung von multimedialen Kampagnen und ihre Viralit\u00e4t k\u00fcnftig viel pr\u00e4ziser ausmessen.\u201c<\/p>\n

Was daraus wurde: <\/strong>Das gilt auch weiterhin. Die daf\u00fcr n\u00f6tigen Technologien m\u00fcssen sich weiterentwickeln zu konkreten Anwendungen f\u00fcr das Marketing und ihren Nutzen unter Beweis stellen.<\/p>\n

Susanne K\u00f6hler, Gesch\u00e4ftsf\u00fchrerin<\/p>\n

 <\/p>\n

“Irritiert durch\u00a0Bots und Fake-News werden viele Akteure in den Social Media Ihre Marketing- und Content-Strategie \u00fcberdenken. Facebook & Co. kommen zunehmend auf den Pr\u00fcfstand. Monitoring und Controlling<\/strong> werden deshalb in 2017 stark ausgebaut, eine Trennung von Content Produktion und Erfolgsmessung wird unabdingbar.”<\/p>\n

Was daraus wurde: <\/strong>Die Kritik wird sogar lauter: Algorithmen geben immer st\u00e4rker vor, welche Informationen wir online zu sehen bekommen. Die Nutzer wissen das und nutzen Online-Medien oder -Plattformen selektiver.<\/p>\n

\u00a0<\/strong>Heinz D. Schultz, Head of Business Development<\/p>\n

 <\/p>\n

“Um die im Vergleich zu klassischen Unternehmensmedien oft zu geringe Reichweite von Social Media Content zu erh\u00f6hen, werden Unternehmen zunehmend investieren m\u00fcssen – entweder in reichweitenstarke Influencer oder in bezahlte Postings<\/strong>.<\/p>\n

Was daraus wurde: <\/strong>Beides ist inzwischen v\u00f6llig akzeptiert in Marketing und Unternehmenskommunikation. Aber wenn alle mit denselben Formaten arbeiten und f\u00fcr Reichweite zahlen, k\u00f6nnen sich die Absender immer weniger differenzieren vom Wettbewerb.”<\/p>\n

Stefan Richter, Head of Marketing Communications
\n[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

\u2026 und was aus unseren Prognosen f\u00fcr 2017 wurde.<\/p>\n

Online und Social Media Analyse & Marketing: Die Prognosen des RADiOSPHERE Managements zu den Branchentrends 2018.<\/p>\n","protected":false},"author":1,"featured_media":31090,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[41,2],"tags":[475,386,482,393,483,469,474,479],"class_list":["post-31083","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-blogbeitrag","tag-auditfaehig","tag-bildanalyse","tag-channel-reporting","tag-command-center","tag-content","tag-influencer-marketing","tag-kpi-reporting","tag-realtime-dashboard"],"yoast_head":"\nRADiOSPHERE Glaskugel: Online und Social Media Branchentrends 2018<\/title>\n<meta name=\"description\" content=\"...und was aus unseren Prognosen f\u00fcr 2017 wurde. 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