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2018 | OriginalPaper | Chapter

Medienkonvergenz managen: Wahrnehmungs- und Wirkungspfade der Kommunikation antizipieren

Authors: Tobias Langner, Philipp Brune, Alexander Fischer, Tobias Klinke

Published in: Handbuch Techniken der Kommunikation

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Das Kommunikationsverhalten der Konsumenten hat sich in den letzten Jahren beträchtlich verändert. Sehr kurze Betrachtungszeiten, eine geringe Verarbeitungstiefe und ein permanentes Abgelenktsein prägen heute die meisten Kontakte zwischen Marken und ihren Zielgruppen. Im Zuge der Medienkonvergenz verschwimmen außerdem zusehends die Grenzen zwischen den unterschiedlichen Medien. Konsumenten wechseln im Zuge ihrer Mediennutzung fast permanent wie selbstverständlich zwischen den unterschiedlichen Kanälen hin und her. Diese Entwicklungen beinhalten für die Marketingkommunikation Chancen, aber auch zahlreiche neue Hürden. In dem vorliegenden Beitrag werden umfassende Sozialtechniken vermittelt, mit deren Hilfe Unternehmen und Marken ihre Zielgruppen auch im herausfordernden Zeitalter der Medienkonvergenz erfolgreich erreichen und beeinflussen können.
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Metadata
Title
Medienkonvergenz managen: Wahrnehmungs- und Wirkungspfade der Kommunikation antizipieren
Authors
Tobias Langner
Philipp Brune
Alexander Fischer
Tobias Klinke
Copyright Year
2018
DOI
https://doi.org/10.1007/978-3-658-04653-8_3