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Scheiße",{"__typename":83,"timestamp":84,"timezone":85,"offset":86,"time":87},"DateTime",1394527447,"UTC","+00:00","2014-03-11T08:44:07+00:00",{"__typename":83,"timestamp":84,"timezone":85,"offset":86,"time":87},{"__typename":16,"id":17,"name":18,"direction":19},"/blog/werbung-ist-scheisse",[92,99,106],{"__typename":93,"tag":94,"attributes":95},"MetaTagValue","meta",{"__typename":96,"name":97,"content":98},"MetaTagValueAttributes","title","Werbung ist Scheiße | Liechtenecker UX Design Studio",{"__typename":100,"tag":101,"attributes":102},"MetaTagLink","link",{"__typename":103,"href":104,"hreflang":13,"rel":105,"media":13,"sizes":13,"type":13},"MetaTagLinkAttributes","http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/blog/werbung-ist-scheisse","canonical",{"__typename":107,"tag":94,"attributes":108},"MetaTagProperty",{"__typename":109,"property":110,"content":81},"MetaTagPropertyAttributes","og:title",{"__typename":112,"id":113,"name":114,"path":115,"status":20,"weight":116,"description":117,"langcode":121,"changed":122,"metatag":125},"TermCategories","8","UX/UI Design","/kategorie/design",0,{"__typename":118,"processed":119,"format":120},"Text","Themen aus dem Bereich Design & User Experience","wp_html",{"__typename":16,"id":17,"name":18,"direction":19},{"__typename":83,"timestamp":123,"timezone":85,"offset":86,"time":124},1713772777,"2024-04-22T07:59:37+00:00",[126,129,133],{"__typename":93,"tag":94,"attributes":127},{"__typename":96,"name":97,"content":128},"UX/UI Design | Liechtenecker UX Design Studio",{"__typename":93,"tag":94,"attributes":130},{"__typename":96,"name":131,"content":132},"description","Themen aus dem Bereich Design & User Experience",{"__typename":100,"tag":101,"attributes":134},{"__typename":103,"href":135,"hreflang":13,"rel":105,"media":13,"sizes":13,"type":13},"http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/kategorie/design",[137,142,146,150],{"__typename":138,"id":139,"name":140,"path":141,"weight":116},"TermTags","55","agenturen","/tag/agenturen",{"__typename":138,"id":143,"name":144,"path":145,"weight":116},"693","Kampagnen","/tag/kampagnen",{"__typename":138,"id":147,"name":148,"path":149,"weight":116},"776","Marketing","/tag/marketing",{"__typename":138,"id":151,"name":152,"path":153,"weight":116},"1540","werbung","/tag/werbung",{"__typename":155,"processed":156,"format":120,"summary":13},"TextSummary","\u003Cdiv class=\"grid-wrapper\">\n    \u003Cdiv class=\"row\">\n        \u003Cdiv class=\"default-left col-xsmall-12 col-medium-6 col-medium-offset-2 col-large-6 col-large-offset-3 \">\n            \n\u003Cblockquote>\n\u003Cp>Werbung kommt klassisch als Impuls, Anpreisung, Anregung, Stimulation daher, um eine spezifische Handlung, ein gewisses Gefühl oder einen bestimmten Gedanken bei anderen Menschen anzuregen und zu erzeugen. Sie dient sowohl der gezielten und bewussten, als auch der indirekten und unbewussten Beeinflussung des Menschen. Wikipedia\u003C/p>\n\u003C/blockquote>\n\u003Cp>Keine Sorge, ich schreibe jetzt nicht über den Wandel der klassischen Werbung in die digitale Welt. Ich schreibe eher über das Ende der Werbung an sich, Werbung ist nicht krank oder faul, nein, Werbung ist in der Form wie wir sie kennen schlicht und einfach over and out.\u003C/p>\n\u003Ch3>Hasswerbung\u003C/h3>\n\u003Cp>Ich erzähle euch nichts Neues, uns allen geht diese „beeinflussende“ Werbung ganz schön auf den Sack, mehr noch, \u003Ca title=\"http://heidi-schmitt.de/warum-menschen-werbung-hassen/\" href=\"http://heidi-schmitt.de/warum-menschen-werbung-hassen/\" target=\"_blank\" rel=\"noopener noreferrer\">wir hassen sie\u003C/a>. Wer will schon ständig von den gleichen Geschichten umworben und bewunken werden. Wie ein Stalker, oder gar ein lästiger Rosenverkäufer lässt sie uns, den Medienkonsumenten nicht in Ruhe. Ein spannender Onlineartikel wird plötzlich komplett überblendet, im Radio werden wir lauthals angeschrien und im Fernsehen drängt sie sich mitten im Handlungsstrang mit neuen Formaten ins Bild. Stellen wir uns ein ansprechendes Meeting vor, man ist mitten im konstruktiven Dialog, auf einmal stürmt jemand rein und fuchtelt mit den Armen vor einem rum. So fühlt sich Werbung heute an, lästig, laut und aufdringlich, da wollen wir alle nur davon laufen.\u003C/p>\n\u003Cblockquote>\n\u003Cp>„90 Prozent der Werbung sind Schrott“ – Amir Kassaei\u003C/p>\n\u003C/blockquote>\n\u003Ch3>Digital auch kein Heilmittel\u003C/h3>\n\u003Cp>Dass die Werbebranche in der Krise steckt, steht \u003Ca title=\"http://www.dw.de/das-ende-der-werbung-wie-wir-sie-kannten/a-3438911\" href=\"http://www.dw.de/das-ende-der-werbung-wie-wir-sie-kannten/a-3438911\" target=\"_blank\" rel=\"noopener noreferrer\">hier\u003C/a> und \u003Ca title=\"http://www.welt.de/print/wams/lifestyle/article12385942/Das-Ende-der-Werbung.html\" href=\"http://www.welt.de/print/wams/lifestyle/article12385942/Das-Ende-der-Werbung.html\" target=\"_blank\" rel=\"noopener noreferrer\">hier\u003C/a> und an Ausreden mangelt es nicht. Auf der einen Seite ist zum Beispiel Google und/oder das böse Internet schuld, auf der anderen Seite sind es „harte Zeiten“ und die schlechte Wirtschaftslage. Deswegen wird gekämpft, gerannt und verbrannt was das Zeug hält, um noch etwas aus der Restglut bzw. der übrig gebliebenen Aufmerksamkeit des Menschen rauszuholen. Man klammert sich an die allerletzten Strohhalme und trickst herum, in dem der potentielle Kunde mit ständig neu erfundenen Werbeformen überrumpelt wird. In der digitalen Welt macht da auch niemand Halt, schon einmal von einem Run over Network, Big Data oder Re-Targeting gehört?\u003Cbr>\nEs ist sogar so, dass die digitale Welt als neues  Heilmittel hergenommen (weniger verstanden) wird, allerdings mit  alten Werbemechanismen. Gefallen euch die Pre-rolls, bevor man das eigentliche Video sehen kann? Nur mehr einer von 10.000 Usern klickt heute auf Bannerwerbung (zufällig oder als Unfall), abgesehen davon, dass Smartphones und Tablets einfach keine geeigneten Werbeträger und Flächen sind. Social Media wird nur nach Schema abgearbeitet, weil sich das jetzt so gehört und damit dürfen wir jetzt die Unternehmen liken und followen, die uns über ihre Kanäle auch nur langweilen.\u003C/p>\n\u003Ch3>Doch was könnte man verbessern?\u003C/h3>\n\u003Cdiv alt=\"werbungtod\" data-entity-type=\"media\" data-entity-uuid=\"279421cc-27cf-4d05-a458-272eae69ce29\" data-langcode=\"de\" class=\"embedded-entity\">\u003Cdiv>\n  \n  \n  \u003Cdiv>\n    \u003Cdiv class=\"visually-hidden\">Bild\u003C/div>\n              \u003Cdiv>    \u003Cpicture>\n                  \u003Csource srcset=\"/sites/default/files/styles/image_width_medium/public/wp-migration/wordpress-media-image/2014/03/werbungtod1-1.jpg.webp?itok=lZgTNskB 1x, /sites/default/files/styles/image_width_medium_x2/public/wp-migration/wordpress-media-image/2014/03/werbungtod1-1.jpg.webp?itok=Lk42b5I8 2x\" media=\"all and (min-width: 1024px) and (max-width: 1439px)\" type=\"image/webp\" width=\"1000\" height=\"400\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_small/public/wp-migration/wordpress-media-image/2014/03/werbungtod1-1.jpg.webp?itok=_5tDDql7 1x, /sites/default/files/styles/image_width_small_x2/public/wp-migration/wordpress-media-image/2014/03/werbungtod1-1.jpg.webp?itok=TaQ6Oya0 2x\" media=\"all and (min-width: 745px) and (max-width: 1023px)\" type=\"image/webp\" width=\"1000\" height=\"400\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xsmall/public/wp-migration/wordpress-media-image/2014/03/werbungtod1-1.jpg.webp?itok=6DWh_1Qy 1x, /sites/default/files/styles/image_width_xsmall_x2/public/wp-migration/wordpress-media-image/2014/03/werbungtod1-1.jpg.webp?itok=pXoAhFX4 2x\" media=\"all and (min-width: 480px) and (max-width: 744px)\" type=\"image/webp\" width=\"745\" height=\"298\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_xxsmall/public/wp-migration/wordpress-media-image/2014/03/werbungtod1-1.jpg.webp?itok=Kg8chh9l 1x, /sites/default/files/styles/image_width_xxsmall_x2/public/wp-migration/wordpress-media-image/2014/03/werbungtod1-1.jpg.webp?itok=2Z2pHxm8 2x\" media=\"all and (max-width: 479px)\" type=\"image/webp\" width=\"480\" height=\"192\">\n              \u003Csource srcset=\"/sites/default/files/styles/image_width_large/public/wp-migration/wordpress-media-image/2014/03/werbungtod1-1.jpg.webp?itok=SaHWQMHx 1x, /sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2014/03/werbungtod1-1.jpg.webp?itok=hYyQWyLv 2x\" type=\"image/webp\" width=\"1000\" height=\"400\">\n                  \u003Cimg loading=\"lazy\" width=\"1000\" height=\"400\" src=\"/sites/default/files/styles/image_width_large_x2/public/wp-migration/wordpress-media-image/2014/03/werbungtod1-1.jpg.jpg?itok=hYyQWyLv\" alt=\"werbungtod\" title=\"werbungtod\">\n\n  \u003C/picture>\n\n\u003C/div>\n          \u003C/div>\n\n\u003C/div>\n\u003C/div>\n\u003Cp>Ich denke wir sollten uns wieder mehr dem großen Bruder der Werbung widmen, dem Marketing und der Strategie an sich. Werbung ist nur ein Teil von Marketing, wenn auch ein wichtiger.  Warum konzentriert sich der ganze Fokus bei einer Vermarktung nur auf einer „fetzigen“ Werbung?\u003Cbr>\nWenn wir ehrlich zu uns selbst sind und was uns wirklich überzeugt, müsste doch das Angebot des Unternehmens so gut sein, dass man es nur in Worte fassen muss und den passenden Leuten erzählen. Das bedeutet in weiterer Folge jedoch, dass das Produkt und/oder die Marke unterscheidbar ist und nicht vergleichbar. Das ist ein wesentlicher Unterschied. Die Kommunikation dazu muss dann auch nicht aufdringlich, laut und unpassend sein.\u003Cbr>\n\u003C/p>\n\u003Ch3>Schluß mit dem Kampagnendenken, mehr Strategie\u003C/h3>\n\u003Cp>Werbung ist nur dann zu retten, wenn man an der Unternehmensstrategie ansetzt. Klingt logisch. Machen angeblich eh alle. Nur merkt es wohl keiner?!. Da beißt sich die Katze in den Schwanz.\u003Cbr>\nMarkenbotschaften, egal ob Produkt oder Dienstleistung sollen \u003Cstrong>wirken\u003C/strong> und ein \u003Cstrong>strategischer Gesamtansatz\u003C/strong> hat hier einfach nachhaltigere Wirkung. Was habe ich als Unternehmen zu bieten? Wer ist mein Kunde? Welche Geschichten kann ich erzählen? Zurück zur Marke, den Erlebnissen und den Mehrwert, der direkten und klaren Positionierung der Marke und den Menschen dahinter. \u003Cstrong>Relevanz\u003C/strong> und passende Geschichten, statt brüllender Streuwerbung, egal ob klassisch oder digital. Denn die Auswahl der Kanäle und die Art der Kommunikation ist nachgelagert. Es muss nicht immer Spaß machen, sondern kann auch harte Arbeit sein.\u003C/p>\n\u003Ch3>Herausforderung statt Etat\u003C/h3>\n\u003Cp>Insofern müssen auch Agenturen den Auftraggeber wieder mehr in diese Richtung bringen und mehr herausfordern. Dinge hinterfragen, beraten, langfristige Beziehung zwischen Unternehmen und Agentur suchen. Bei Pitches, die teilweise schon wegen kleinen Projekten durchgeführt werden oder so anonymisiert und standardisiert ablaufen, nahezu unmöglich. Ich will das aber auf Dauer nicht hinnehmen und glaube daran, dass der Frust über die derzeitige Werbesituation zu einem Wandel wie oben beschrieben führen wird. Eine Krise hat immer auch etwas Gutes. In diesem Fall, eine Rückbesinnung auf das Wesentliche mit einer starken Partnerschaft. Nur so können wir neues und relevantes Marketing entwickeln und nicht beim Kampagnendenken stehen bleiben. Wir als strategischer Partner helfen gerne dabei 😉\u003C/p>\n        \u003C/div>\n    \u003C/div>\n\u003C/div>\n\n\n","\u003C!-- This site is optimized with the Yoast SEO plugin v15.7 - https://yoast.com/wordpress/plugins/seo/ -->\n\u003Cmeta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" />\n\u003Clink rel=\"canonical\" href=\"https://liechtenecker.at/blog/werbung-ist-scheisse/\" />\n\u003Cmeta property=\"og:locale\" content=\"de_DE\" />\n\u003Cmeta property=\"og:type\" content=\"article\" />\n\u003Cmeta property=\"og:title\" content=\"Werbung ist Scheiße - Liechtenecker\" />\n\u003Cmeta property=\"og:description\" content=\"Werbung kommt klassisch als Impuls, Anpreisung, Anregung, Stimulation daher, um eine spezifische Handlung, ein gewisses Gefühl oder einen bestimmten Gedanken bei anderen Menschen anzuregen und zu erzeugen. Sie dient sowohl der gezielten und bewussten, als auch der indirekten und unbewussten Beeinflussung des Menschen. 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Echt! Und so sieht unsere Antwort aus.",{"__typename":172,"id":173,"excludeFromScreenreader":13,"mediaImage":174,"name":182,"path":183,"status":20},"MediaImage","3364",{"__typename":175,"url":176,"width":177,"height":178,"alt":179,"title":13,"size":180,"mime":181},"Image","http://liechtenecker-cms.liechtenecker-cms.svc.cluster.local/sites/default/files/2026-04/Headerbilder%20Blogartikel%20Behind%20the%20scene%20Accessibility%20Audit.jpg",2880,1300,"Headline mit Sujet: Tastatur mit Symbolen für Barrierefreiheit im Fokus auf hellem  Hintergrund",838204,"image/jpeg","Headerbilder Blogartikel Behind the scene Accessibility Audit.jpg","/media/3364/edit",{"__typename":79,"id":185,"title":186,"path":187,"wpTeaserText":188,"wpPromotedTeaserImage":13,"wpHeaderImage":189},"1616","Agentic KI trifft Design-System: Wie unser Presentation Maker entstand.","/blog/agentic-ki-trifft-design-system-wie-unser-presentation-maker-entstand","Nein, wir wollen euch jetzt nicht erzählen, was KI alles kann. 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