Kanalvielfalt

Kanalvielfalt

„Der Weltraum, unendliche Weiten. Wir schreiben das Jahr 2200. Dies sind die Abenteuer des Raumschiffs Enterprise, das (…) unterwegs ist, um fremde Galaxien zu erforschen, neues Leben und neue Zivilisationen.“ (Raumschiff Enterprise 1972) So fühlt es sich bereits im Jahr 2017 an, differenziert man die großen Kanälen (TV, Radio, Print, Online, Mobile) nicht.

Warum hat es Relevanz, die Unterschiede zwischen den Kanälen zu bemerken? Gibt es denn große Unterschiede wollen wir die Kommunikation unter dem Deckmantel „Marketing“ gut sein lassen? Nun, WIR wollen es gut sein lassen wenn wir wissen was wir tun, mit wem und wann. So verhält es sich im digitalen Bereich. Zielgruppen werden erreicht (oder verfehlt), agieren (klicken, verweilen, brechen weg) und sind ständig unter Beobachtung. Dies erlaubt es Kurskorrekturen einzuleiten, schnell zu agieren wo eine Tendenz sich verändert, eine Annahme als unbegründet herausstellt und Optimierungen zum Himmel schreien.

Drucke ich eine Anzeige in einer Zeitung kenne ich die Auflage und die Reichweite. Ich weiss NICHT wieviele Leute meine Anzeige (Impressions) sehen, ich weiss nicht wieviele Leute diese Anzeige lesen (Verweildauer) und ich weiss nicht, wieviele Leute tatsächlich Interesse (Klick) haben. Ich weiss, wieviel mich die Anzeige kostet. Drei „hard-facts“. Dennoch ist Print in Österreich dem Phönix gleich: Print ist tot – es lebe Print!

Die anderen Kanäle jubeln bei marginalen Prozentzuwächsen (oder jammern bei Verlust). Print rockt unser kleines Land. Wären wir nicht eingebettet und umrandet (DACH) von deutschsprachigem Volke, könnte man selbst erfinderisch werden. Aber wozu? Immerhin ist es einfach mal „zu gucken“ was der große Bruder macht (den wir überhaupt nicht mögen) und der so unerläßlich für unseren Tourismus und unsere Wirtschaft ist (wie viele andere, deren Namen hier nichts zur Sache tun).

Wir legen ganzjährig unser Vertrauen buchstäblich in ein (Oster)Nest. Kleiner Trost ist, wir schreiben das Jahr 2017. Bis 2200 ist es noch ein Weilchen. Veränderungen brauchen Zeit.

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