Sichtweisen

Sichtweisen

Gibt es einen Unterschied zwischen B2B und B2C? Theoretisch divergieren die Modelle in Ihre Komplexität. Doch wie verständlich ist es für den Marketing Verantwortlichen? Hat denn der Programmierer eine andere Aufgabe? Muss der Designer mit anderen Spezifika arbeiten? Die Message zählt.

Jedes Unternehmen arbeitet mit eigener Positionierung und Philosophie (Vision). Die Mission des Unternehmens, groß oder klein, ist Herzstück zur Zielerreichung. Das Verstehen und die gelebte Kommunikation INTERN wie EXTERN helfen allen Stakeholdern ein koherentes, konsistentes Unternehmensbild zu erkennen. Daher sind diese Inhalte als Marketing-Basis zu gewichten. Gleichzeitig (wennschon nicht Ausgangspunkt für die Message in Werbung und Kommunikation) schwingt dieses Fundament in jeder gewählten Nachricht mit.

Die Größe zählt NICHT

In kleineren Unternehmen (EPU, KMU, OG, KG) sind die Entscheidungsprozesse oft kürzer als in größeren (GmbH, AG) oder Mischformen.

Timing & Message

Dies steht in keinem direkten Zusammenhang zur korrekten Message an den Kunden. Ist der Kunde bspwse. ein nationales Unternehmen und ihm ist die eigene Positionierung am Markt bewußt, tut sich der Berater und Marketing Verantwortliche leichter. Es muss NICHT langsam herausgefunden werden, was die Geschäftsführung als ihr hauseigenes „Motto“ sieht. Damit besteht weniger Gefahr an Mißverständnissen INTERN und EXTERN. Resourcenverschwendung basierend auf Unklarheit ist in solchen Fällen leider eher Alltag.

In größeren Unternehmen können wiederum Entscheidungen über Monate hinweg schnelle Umsetzungen (die der Markt erfordert) blockieren. Hierbei ist es wichtig, in der Kommunikation & im Marketing Resourcen (PR, Werbeagentur, Verantwortliche für den Digitalen Bereich) binnen kürzester Zeit (24h max) mobilisieren zu können um adequat reagieren zu können. Wenngleich struktruelle Entscheidungen länger benötigen, die Reaktionsfähigkeit stellt für GmbH’s und AG’s einen entscheidenden Faktor im Umgang mit Partnern & Konsumenten dar.

Unternehmenssicht

Der Programmierer programmiert. Der Designer designed. Der Geschäftsführer führt. Alle Knotenpunkte der Kommunikation dazwischen sind abghängig von Variablen in der Komplexität des Unternehmens selbst. Hierbei gibt es direkten Zusammenhang zwischen dem Eigenverständnis des Unternehmens, Budget und Werbewirkung. Oft liegt es NICHT am Budget daß eine (Werbe-)Umsetzung  NICHT funktioniert. Die Sichtweise des Verantwortlichen für die Message ist tragend.

 

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