Code: 09107619

Helpvertising

Name: Helpvertising
Brand: Springer Gabler
SKU: 09107619
Price: 14.37 EUR
Availability: InStock
Author: Jan Steinbach
ISBN: 9783658076900

by Jan Steinbach, Michael Krisch, Horst Harguth

Language: German
Binding: Paperback
Number of pages: 47
Publisher: Springer Gabler, 2014
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Book synopsis

Jan Steinbach, Michael Krisch und Horst Harguth zeigen, dass es beim Content-Marketing weniger um die Unterbrechung durch Werbung, sondern vielmehr darum gehen sollte, hilfreiche Inhalte mit Mehrwert zu entwickeln. Helpvertising stellt dar, wie Sie diese Form des Marketings erfolgreich in Ihrer Unternehmenspraxis einsetzen können. Unterbrechende Werbung soll dazu dienen, die Aufmerksamkeit auf die Produkte und Leistungen zu lenken und ein Kaufbedürfnis auszulösen. Diese Form des Marketings ist für Kunden nicht sonderlich attraktiv und für Unternehmen immer ineffizienter. Im digitalen Zeitalter wollen Menschen zunehmend selbst entscheiden, ob, wo, wann und wie sie mit Unternehmen interagieren. Daher benötigen wir im Marketing eine neue Denkweise. Die Autoren nennen diesen Ansatz Helpvertising.