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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Langner, T., Brune, P., Fischer, A., Klinke, T. (2018). Medienkonvergenz managen: Wahrnehmungs- und Wirkungspfade der Kommunikation antizipieren. In: Langner, T., Esch, FR., Bruhn, M. (eds) Handbuch Techniken der Kommunikation. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-04653-8_3
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