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Marketingkommunikation im Web 2.0 - Mit viralen Kampagnen junge Gruppen erreichen

Marketingkommunikation im Web 2.0 - Mit viralen Kampagnen junge Gruppen erreichen

          
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About the Book

Diplomarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Ostfalia Hochschule für angewandte Wissenschaften Fachhochschule Braunschweig/Wolfenbüttel, Sprache: Deutsch, Abstract: Ziel der vorliegenden Arbeit ist es, das virale Marketing als Gesamtkonzept vor dem Hintergrund der Weiterentwicklung des Internets zum Web 2.0 in seinen inhaltlichen Strukturen abzubilden. Um diesen neuen Marketingansatz ganzheitlich darzustellen, sollen das Umfeld, die allgemeine Zielgruppe und der Kampagnenprozess in den nachfolgenden Kapiteln dargestellt werden. Eingangs werden dazu die Marketingkommunikation in ihren Grundzügen erläutert und die Potenziale und Herausforderungen in Bezug zum Web 2.0 herausgestellt. Anschließend werden die Probleme der Marketingkommunikation unter dem Gesichtspunkt der Glaubwürdigkeit und die Empfehlung als wirksamste Form der Konsumentenbeeinflussung erläutert. Darauf aufbauend werden die Wesenszüge des viralen Marketings beschrieben sowie die Notwendigkeit des Einbezugs des Internets in den Verbreitungsprozess dargelegt. Im vierten Kapitel erfolgt die Charakterisierung der Internetnutzer, um herauszustellen für welche Nutzergruppen virale Kampagnen besonders vielversprechend erscheinen. Dazu wird neben der Internetnutzung auch ihr weiterer Medienalltag in die Betrachtung mit einbezogen. Aufbauend auf den Erkenntnissen der ersten vier Kapitel wird der Gestaltungsprozess der viralen Kampagne beschrieben. Dabei wird neben der Darstellung möglicher Gestaltungsarten versucht Ansätze für die Konzeption eines Kampagnengutes aufzuzeigen. Im Anschluss erfolgt die Beschreibung der Kampagnendurchführung, aufgeteilt in die initiale Erstplatzierung der Kampagne und den weiteren Verbreitungsprozess. Die Erfolgskontrolle der Kommunikationsmaßnahme wird als letzter Bestandteil des Kampagnenprozesses beschrieben. In der abschließenden Schlussbetrachtung werden die Erkenntnisse der Arbeit und die Chancen und Risiken viraler M


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Product Details
  • ISBN-13: 9783640730155
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3640730151
  • Publisher Date: 27 Nov 2010
  • Height: 210 mm
  • No of Pages: 84
  • Series Title: German
  • Weight: 122 gr


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Marketingkommunikation im Web 2.0 - Mit viralen Kampagnen junge Gruppen erreichen
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