{"id":20959,"date":"2020-03-26T09:32:27","date_gmt":"2020-03-26T08:32:27","guid":{"rendered":"https:\/\/staging.phdmedia.com_\/denmark\/?p=20959"},"modified":"2020-03-26T09:42:46","modified_gmt":"2020-03-26T08:42:46","slug":"viral-marketing","status":"publish","type":"post","link":"https:\/\/www.phdmedia.com\/denmark\/viral-marketing\/","title":{"rendered":"\u201dViral\u201d Marketing?"},"content":{"rendered":"

Under og efter\u00a0<\/span>finanskrisen viste det sig<\/span>,<\/span>\u00a0at de<\/span>r<\/span>\u00a0<\/span>kunne v\u00e6re en\u00a0<\/span>langsigtet\u00a0<\/span>konkurrencem\u00e6ssig\u00a0<\/span>fordel\u00a0<\/span>i\u00a0<\/span>at annoncere<\/span>,<\/span>\u00a0n\u00e5r ens konkurrenter ikke gjorde det. Medieindk\u00f8bspriserne var lavere<\/span>,<\/span>\u00a0og f\u00e6rre\u00a0<\/span>konkurrenter\u00a0<\/span>var aktive, hvilket fint opvejede den\u00a0<\/span>mindre\u00a0<\/span>nedgang i\u00a0<\/span>forbrugernes\u00a0<\/span>k\u00f8bekraft<\/span>,<\/span>\u00a0<\/span>der fulgte<\/span>\u00a0i k\u00f8lvandet<\/span>.<\/span>\u00a0<\/span>Nu melder sp\u00f8rgsm\u00e5let sig s\u00e5<\/span>,<\/span>\u00a0om det i den nye\u00a0<\/span>\u2019<\/span>krise<\/span>tid<\/span>\u2019<\/span>\u00a0kan betale sig\u00a0<\/span>at investere\u00a0<\/span>i\u00a0<\/span>markedsf\u00f8r<\/span>ing<\/span>.<\/span>\u00a0<\/span><\/p>\n

For det f\u00f8rste m\u00e5 vi konstatere<\/span>,<\/span>\u00a0at noget er markant anderledes end ved finanskrisen.\u00a0<\/span>Dengang\u00a0<\/span>talte vi meget om likviditet og k\u00f8bekraft<\/span>. Om der\u00a0<\/span>var penge til at investere i markedsf\u00f8ring<\/span>,<\/span>\u00a0og<\/span>\u00a0<\/span>om\u00a0<\/span>forbrugerne\u00a0<\/span>ville\u00a0<\/span>have penge til at k\u00f8be produkterne.<\/span>\u00a0Der har<\/span>\u00a0denne gang,\u00a0<\/span>ligesom ved finanskrisen<\/span>,\u00a0<\/span>v\u00e6ret en nedgang i annoncek\u00f8b<\/span>\u00a0og\u00a0<\/span>antallet af\u00a0<\/span>aktive\u00a0<\/span>annonc\u00f8rer<\/span>, samtidig med at det generelle medieforbrug er steget \u2013 i s\u00e5dan<\/span>ne<\/span>\u00a0udbud\/eftersp\u00f8rgselssituation<\/span>er<\/span>\u00a0falder prisen<\/span>, og det er nu gunstigere at k\u00f8be sig til ekstra taletid<\/span>\u00a0<\/span>hos forbruger<\/span>ne<\/span>.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Nye tider<\/span><\/b>
\n<\/span>Men d<\/span>enne gang er\u00a0<\/span>de rammer<\/span>,<\/span>\u00a0som\u00a0<\/span>m<\/span>arketing og reklame\u00a0<\/span>fungerer under<\/span>,<\/span>\u00a0<\/span>blevet ud<\/span>sat for\u00a0<\/span>fire<\/span>\u00a0<\/span>lidt forskudte, men\u00a0<\/span>dog n\u00e6sten\u00a0<\/span>samtidige<\/span>,<\/span>\u00a0systemiske chok.<\/span>\u00a0<\/span><\/p>\n

Et\u00a0<\/span>udbudsm\u00e6ssigt<\/span><\/b>, hvor\u00a0<\/span>nogle af\u00a0<\/span>de produkter og ydelser<\/span>,<\/span>\u00a0der skal s\u00e6lges<\/span>,<\/span>\u00a0(<\/span>af\u00a0<\/span>distributionsm\u00e6<\/span>ssige \u00e5rsager<\/span>)<\/span>\u00a0er sv\u00e6re\u00a0<\/span>overhovedet\u00a0<\/span>at f\u00e5 fat i<\/span>.<\/span>\u00a0<\/span><\/p>\n

Et\u00a0<\/span>eftersp\u00f8rgselsm\u00e6ssigt<\/span><\/b>,<\/span>\u00a0<\/span>hvor der fokuseres\u00a0<\/span>intenst p\u00e5 nogle varegrupper frem for andre<\/span>.<\/span>\u00a0<\/span><\/p>\n

Et\u00a0<\/span>mediem\u00e6ssigt<\/span><\/b>, hvor medieforbruget\u00a0<\/span>flytter sig til b\u00e5de samlende massemedier og til\u00a0<\/span>sociale medier<\/span>\u00a0(herunder\u00a0<\/span>beskedtjenester<\/span>)<\/span>.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Et\u00a0<\/span>opm\u00e6rksomhedsm\u00e6ssigt<\/span><\/b>, hvor store m\u00e6ngder mental energi bliver brugt p\u00e5 at skabe en eller anden form for sammenh\u00e6ngende\u00a0<\/span>hver<\/span>dag<\/span>\u00a0med mindre\u00a0<\/span>mental\u00a0<\/span>b\u00e5ndbredde til r\u00e5dighed\u00a0<\/span>til andre aktiviteter<\/span>\u00a0og overvejelser<\/span>.<\/span>\u00a0<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Hvad virker<\/span><\/b>\u00a0(grov forsimpling f\u00f8lger)<\/span><\/b>?<\/span><\/b>
\n<\/span>Vi ved fra megen af den seneste <\/span>evidensbaserede\u00a0<\/span>markedsf\u00f8ringslitteratur<\/span>,<\/span>\u00a0<\/span>s\u00e5<\/span>som Byron Sharp<\/span>s \u2019How Brands\u00a0<\/span>Grow<\/span>\u2019<\/span>,<\/span>\u00a0<\/span>at m<\/span>an skal s\u00f8rge for at v\u00e6re kontinuerligt til stede blandt alle kategorik\u00f8bere<\/span>\u00a0og\u00a0<\/span>skabe \u201d<\/span>salience<\/span>\u201d ved at v\u00e6re \u201dtop of mind\u201d i relevante brugssituationer. Brands bygges ved at \u00f8ge penetrationen<\/span>,<\/span>\u00a0<\/span>og\u00a0<\/span>b\u00e5de den fysiske og mentale tilg\u00e6ngelighed (hvor let er det at k\u00f8be produktet<\/span>,<\/span>\u00a0og hvor let er det at huske m\u00e6rket) spiller en stor rolle<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

A<\/span>nnoncering virker bedst<\/span>,<\/span>\u00a0n\u00e5r man\u00a0<\/span>skabe<\/span>r<\/span>\u00a0emotionel<\/span>\u00a0<\/span>brand-<\/span>gennemslagskraft<\/span>\u00a0<\/span>med\u00a0<\/span>ca. 60% af budgettet<\/span>, balanceret med den rette m\u00e6ngde af rationel aktiverende kommun<\/span>i<\/span>kation<\/span>\u00a0<\/span>med\u00a0<\/span>ca<\/span>.<\/span>\u00a040% af budgettet<\/span>, som beskrevet i IPA studier, som eksempelvis\u00a0<\/span>\u2019<\/span>Effectiveness<\/span>\u00a0in\u00a0<\/span>Context<\/span>\u2019<\/span>.<\/span>\u00a0<\/span><\/p>\n

S<\/span>p\u00f8rgsm\u00e5let er nu<\/span>,<\/span>\u00a0om dette er\u00a0<\/span>sat\u00a0<\/span>ud af kraft<\/span>,<\/span>\u00a0givet den meget specielle situation<\/span>\u00a0<\/span>vi st\u00e5r i<\/span>?<\/span>\u00a0<\/span><\/p>\n

Der er i<\/span>ngen tvivl om<\/span>,<\/span>\u00a0at man nu kan komme\u00a0<\/span>ud til<\/span>\u00a0<\/span>forbrugeren for f\u00e6rre penge, og at der ligeledes er f\u00e6rre annonc\u00f8rer, der k\u00e6mper om pladsen. Men sp\u00f8rgsm\u00e5let er<\/span>,<\/span>\u00a0om den (nu\u00a0<\/span>billigere<\/span>) k\u00f8bte opm\u00e6rksomhed kan vise sig ikke at tr\u00e6nge igennem<\/span>\u00a0hos m\u00e5lgruppen<\/span>.<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Overvejelser<\/span><\/b>\u00a0man b\u00f8r g\u00f8re sig<\/span><\/b>\u00a0<\/span><\/p>\n

Produktet og\u00a0<\/span><\/b>tilg\u00e6ngelighed<\/span><\/b>en<\/span><\/b>
\n<\/span>For det f\u00f8rste er balancen mellem den mentale og den fysiske tilg\u00e6ngelig<\/span>hed<\/span>\u00a0rykket, s\u00e5 det at kunne\u00a0<\/span>f\u00e5<\/span><\/i>\u00a0et produkt bliver langt vigtigere end\u00a0<\/span>det\u00a0<\/span>at\u00a0<\/span>huske<\/span><\/i>\u00a0det. De emotionelle b\u00e5nd man h\u00e5ber p\u00e5 at knytte gennem sin kommunikation, skubbes i baggrunden\u00a0<\/span>af<\/span>\u00a0<\/span>det\u00a0<\/span>mere rationelle og praktisk<\/span>e<\/span>.\u00a0<\/span>Alts\u00e5<\/span>\u00a0<\/span>det l\u00f8sningsorienterede<\/span>.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Har man l<\/span>ogistik og basis<\/span>kendskab p\u00e5 plads<\/span>,<\/span>\u00a0er man godt rustet<\/span>, ikke mindst p\u00e5\u00a0e<\/span>–<\/span>commerce\u00a0siden.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

En interessant case herp\u00e5 er dokumentarfilmfestivalen CPH<\/span>:<\/span>D<\/span>OX<\/span>, der i stedet for at aflyse helt<\/span>,<\/span>\u00a0har flyttet deres forestillinger fra biografen til sk\u00e6rmen<\/span>\u00a0i hjemmet<\/span>.<\/span>\u00a0<\/span>A<\/span>lt\u00a0<\/span>er nu\u00a0<\/span>tilg\u00e6ngeligt online,\u00a0<\/span>de har\u00a0<\/span>skrevet\u00a0<\/span>\u2019<\/span>ONLINE<\/span>\u2019<\/span>\u00a0<\/span>med stencil\u00a0<\/span>hen over<\/span>\u00a0deres outdoor plakater,\u00a0<\/span>og de\u00a0<\/span>k\u00f8re<\/span>r simpel<\/span>\u00a0og<\/span>\u00a0praktisk<\/span>,<\/span>\u00a0men effektiv<\/span>,<\/span>\u00a0display markedsf\u00f8ring.\u00a0<\/span>\u00a0<\/span><\/p>\n

\"\"<\/a>https:\/\/www.cphdox.dk\/<\/span><\/a>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Resonans<\/span><\/b>
\n<\/span>Passer produktet (og kommunikationen) ind i de mere umid<\/span>d<\/span>elbare\u00a0<\/span>behov<\/span>,<\/span>\u00a0<\/span>og\u00a0<\/span>kan man\u00a0<\/span>levere en l\u00f8sning<\/span>,<\/span>\u00a0der passer ind i den nye hverdag? Det kan v\u00e6re en fordel at levere praktiske l\u00f8sninger,\u00a0<\/span>utilities<\/span>\u00a0og assistance, m\u00e5ske endda i frav\u00e6r af\u00a0<\/span>det \u2019oprindelige\u2019\u00a0<\/span>produkt. Se eksempelvis hvordan Fitness World kommunikerer hjemmetr\u00e6ning<\/span>,<\/span>\u00a0og\u00a0<\/span>dermed\u00a0<\/span>holder brandet\u00a0<\/span>aktivt og present i m\u00e5lgruppens<\/span>, og ikke mindst i kundernes,\u00a0<\/span>bevidsthed<\/span>.<\/span>\u00a0<\/span><\/p>\n

\"\"<\/a>https:\/\/www.fitnessworld.com\/dk2\/hjemmetraening-live<\/span><\/a>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Usikkerhed<\/span><\/b>\u00a0& timing<\/span><\/b>
\n<\/span>Man skal selvf\u00f8lgelig passe p\u00e5 med at blive for opportunistisk og time det rigtigt. N\u00e6sten i det \u00f8jeblik\u00a0<\/span>nedlukning og hjemsendelse blev kommunikeret, modt<\/span>o<\/span>g man e<\/span>–<\/span>mails og annoncer fra elektronikk\u00e6der<\/span>,<\/span>\u00a0der fortalte om hjemmekontor<\/span>–<\/span>l\u00f8sninger<\/span>.\u00a0<\/span>Der er i<\/span>ngen tvivl om<\/span>,<\/span>\u00a0<\/span>at\u00a0<\/span>det var effektivt, men det p\u00e5drog sig ogs\u00e5 negativ opm\u00e6rksomhed. S\u00e5 giver det mere mening<\/span>,<\/span>\u00a0at fagforeninger har timet deres kommunikation til nu<\/span>\u00a0<\/span>at\u00a0<\/span>udsende\u00a0<\/span>budskaber og\u00a0<\/span>beskeder om\u00a0<\/span>eks<\/span>empelvis<\/span>\u00a0<\/span>l<\/span>\u00f8nsikring.<\/span>\u00a0Agilitet og\u00a0<\/span>\u2019<\/span>Fast\/first-content<\/span>\u2019\u00a0<\/span>kan fungere godt, men man skal\u00a0<\/span>huske ogs\u00e5 lige at\u00a0<\/span>m\u00e6rke efter<\/span>,<\/span>\u00a0om tiden er den rette.<\/span>\u00a0<\/span><\/p>\n

\"\"<\/a>https:\/\/www.power.dk\/kampagne\/hjemmearbejdsplads\/<\/span><\/a>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Sp\u00f8rg &\u00a0<\/span><\/b>t<\/span><\/b>est\u00a0<\/span><\/b>
\n<\/span>Hvis man er i tvivl, s\u00e5 sp\u00f8rg!\u00a0<\/span>Ligesom det kan\u00a0<\/span>v\u00e6re en god id\u00e9 at finde frem til nogle af de lidt glemte v\u00e6rkt\u00f8jer, s\u00e5som brand\u00a0tracking, forbrugerunders\u00f8gelser<\/span>\u00a0og<\/span>\u00a0adf\u00e6rdsanalyser<\/span>.<\/span>\u00a0<\/span><\/p>\n

Via\u00a0<\/span>unders\u00f8gelser\u00a0<\/span>kan man afklare<\/span>,<\/span>\u00a0om budskabet og produktet\u00a0<\/span>\u2019<\/span>passer ind<\/span>\u2019<\/span>.<\/span>\u00a0<\/span>B<\/span>rand\u00a0tracking\u00a0viser\u00a0<\/span>udgangspunktet og\u00a0<\/span>udvikling<\/span>en<\/span>\u00a0over tid<\/span>,\u00a0<\/span>men\u00a0<\/span>man kan\u00a0<\/span>ogs\u00e5\u00a0<\/span>sp\u00f8rge sine forbrugere\u00a0<\/span>direkte eksempelvis\u00a0<\/span>via paneler<\/span>,\u00a0<\/span>man kan\u00a0<\/span>udsende\u00a0<\/span>m\u00e5lrettede\u00a0<\/span>surveys<\/span>,\u00a0<\/span>lave driver<\/span>–<\/span>analyser og\u00a0<\/span>se<\/span>,<\/span>\u00a0hvad de s\u00f8ger efter og unders\u00f8ge deres\u00a0<\/span>faktiske\u00a0<\/span>adf\u00e6rd<\/span>, online s\u00e5vel som\u00a0<\/span>\u2019<\/span>offline<\/span>\u2019<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

Man kan ogs\u00e5 ty til\u00a0<\/span>Google Trends<\/span>, der kan give et\u00a0<\/span>godt indblik i<\/span>,<\/span>\u00a0hvad der r\u00f8r<\/span>er<\/span>\u00a0sig hos forbrugeren<\/span>.<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

\"\"<\/a><\/p>\n

 <\/p>\n

Og s\u00e5 kan\u00a0<\/span>man teste<\/span>:<\/span>\u00a0<\/span>D<\/span>er kan sendes e<\/span>–<\/span>mails til udvalgte segmenter,\u00a0<\/span>man kan lave\u00a0<\/span>A\/B test<\/span>\u00a0p\u00e5<\/span>\u00a0website<\/span>t<\/span>,<\/span>\u00a0eller man kan\u00a0<\/span>k\u00f8be\u00a0<\/span>ind i\u00a0<\/span>udvalgte\u00a0<\/span>m\u00e5lgruppe<\/span>r<\/span>\u00a0og s<\/span>e,<\/span>\u00a0hvad de siger<\/span>\u00a0og hvordan de reagerer<\/span>.<\/span>\u00a0<\/span><\/p>\n

S\u00e5 kan det betale sig at annoncere?\u00a0<\/span><\/b>\u00a0<\/span>Med ovenst\u00e5ende in mente er der selvf\u00f8lgelig meget stor forskel p\u00e5 udgangspunktet inden<\/span>\u00a0<\/span>for forskellige brancher. Hvis man fjerner\u00a0<\/span>nogle af\u00a0<\/span>de\u00a0<\/span>for tiden\u00a0<\/span>mest\u00a0<\/span>udfordrede brancher<\/span>,<\/span>\u00a0<\/span>s\u00e5som\u00a0<\/span>rejse<\/span>–<\/span>, biograf<\/span>–<\/span>,\u00a0<\/span>restaurant<\/span>– eller<\/span>\u00a0fitness<\/span>branchen<\/span>,<\/span>\u00a0<\/span>og kigger p\u00e5 de \u00f8vrige<\/span>,<\/span>\u00a0s\u00e5 k\u00f8bes der stadig ind<\/span>\u00a0i Danmark<\/span>, specielt dagligvarer.\u00a0<\/span>Forbrugerne skal\u00a0<\/span>fortsat<\/span>\u00a0<\/span>v\u00e6lge,<\/span>\u00a0<\/span>hvad<\/span>\u00a0der skal k\u00f8bes<\/span>\u00a0(m\u00e6rker)<\/span>,<\/span>\u00a0og\u00a0<\/span>hvor<\/span>\u00a0<\/span>det skal k\u00f8bes\u00a0<\/span>(k\u00e6de)<\/span>,<\/span>\u00a0og\u00a0<\/span>her er det for tiden\u00a0<\/span>mere et sp\u00f8rgsm\u00e5l om<\/span>,<\/span>\u00a0<\/span>hvordan<\/span>\u00a0<\/span>man bedst kan k\u00f8be\u00a0<\/span>(online eller i butik)<\/span>,<\/span>\u00a0<\/span>og\u00a0<\/span>hvorn\u00e5r<\/span>\u00a0<\/span><\/i>(\u00e5bningstider og levering<\/span>stid<\/span>)<\/span>.<\/span><\/i>\u00a0Her kan det betale sig at v\u00e6re til stede<\/span>\u00a0rent kommunikationsm\u00e6ssigt<\/span>.<\/span>\u00a0<\/span><\/p>\n

S\u00e5 er der\u00a0<\/span>ogs\u00e5\u00a0<\/span>en r\u00e6kke nye vaner, der f\u00f8lger af \u201dkarant\u00e6nen\u201d; hjem<\/span>met<\/span>\u00a0bliver gjort rent som aldrig f\u00f8r, haver bliver plejet,<\/span>\u00a0byggemarkeder er\u00a0<\/span>velbes\u00f8gte<\/span>,<\/span>\u00a0b\u00f8ger og br\u00e6tspil f\u00e5r\u00a0<\/span>ren\u00e6ssance<\/span>, streamingtjenester har kronede dage<\/span>,<\/span>\u00a0og aldrig f\u00f8r er der \u00e5bnet s\u00e5 mange\u00a0<\/span>nye\u00a0<\/span>kontorer i Danmark.\u00a0<\/span>S\u00e5 har man \u201dting til hjemmet\u201d, vil der ogs\u00e5 v\u00e6re mange muligheder.<\/span>\u00a0<\/span><\/p>\n

De brancher, hvor man kan v\u00e6re i tvivl og argumentere b\u00e5de for og imod, er dem hvor der er tale om l\u00e6ngere overvejelsesk\u00f8b, som kan v\u00e6re ramt af udbudsproblemer<\/span>,<\/span>\u00a0og som ikke altid trives i usikre tider<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

Hvis man kigger p\u00e5 eksempelvis\u00a0<\/span>bilbranchen<\/span>, s\u00e5 er der mange producenter og import\u00f8rer<\/span>,<\/span>\u00a0der\u00a0<\/span>kan v\u00e6re ramt af\u00a0<\/span>produktions- eller log<\/span>istik<\/span>udfordringer<\/span>. S<\/span>amtidig kan tanken om en ny bil ogs\u00e5 v\u00e6re fjern<\/span>,<\/span>\u00a0givet usikkerheden. Men\u00a0<\/span>p\u00e5 den anden side<\/span>\u00a0har der aldrig v\u00e6ret bedre tid til endelig at s\u00e6tte sig ind i de vanskelige leasingregler, og m\u00e5ske dr\u00f8mme om en ny bil p\u00e5 den\u00a0<\/span>\u2019<\/span>anden side<\/span>\u2019.\u00a0<\/span>Evnen til at omstille sig\u00a0<\/span>organisatorisk<\/span>\u00a0og teknologisk, i form af digitale redskaber,\u00a0<\/span>bliver sammen\u00a0<\/span>med b<\/span>udskabet\u00a0<\/span>i kommunikationen\u00a0<\/span>afg\u00f8rende.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Et godt eksempel er i den sammenh\u00e6ng\u00a0<\/span>Semler<\/span>\u00a0som\u00a0<\/span>bl.a.\u00a0<\/span>repr\u00e6senterer\u00a0<\/span>Skoda<\/span>, SEAT<\/span>, V<\/span>olkswagen<\/span>\u00a0o<\/span>g Audi<\/span>. De<\/span>\u00a0understreger<\/span>, at de tager situationen seri\u00f8st<\/span>\u00a0ved<\/span>, at de har iv\u00e6rksat en r\u00e6kke tiltag for\u00a0<\/span>kunder og medarbejdere<\/span>\u00a0–<\/span>\u00a0skulle man bes\u00f8ge en forhandler<\/span>.<\/span>\u00a0<\/span>M<\/span>an\u00a0<\/span>kan\u00a0<\/span>desuden<\/span>\u00a0hos Audi og Skoda<\/span>\u00a0se live\u00a0<\/span>videofremvisninger<\/span>\u00a0<\/span>af\u00a0<\/span>bilen<\/span>\u00a0p\u00e5 de sociale medier.\u00a0<\/span>Det er ikke sikkert, at\u00a0<\/span>disse m\u00e6rker<\/span>\u00a0<\/span>lige nu\u00a0<\/span>s\u00e6lger flere biler\u00a0<\/span>p\u00e5 baggrund af disse tiltag, da man<\/span>ge<\/span>\u00a0nok stadig vil v\u00e6lge at holde p\u00e5 pengene til vi ved, hvorn\u00e5r\u00a0<\/span>alt det her slutter.\u00a0<\/span>Men for\u00a0<\/span>den del af m\u00e5lgruppen,\u00a0<\/span>der\u00a0<\/span>ender med at\u00a0<\/span>g\u00f8r<\/span>e<\/span>\u00a0brug af ovenst\u00e5ende initiativer<\/span>,<\/span>\u00a0\u00f8ger\u00a0<\/span>de deres<\/span>\u00a0brand\u00a0<\/span>salience<\/span>, og dermed\u00a0<\/span>skaber\u00a0<\/span>de\u00a0<\/span>et godt\u00a0<\/span>opm\u00e6rksomhedsm\u00e6ssigt\u00a0<\/span>fundament<\/span>,\u00a0<\/span>til\u00a0<\/span>n\u00e5r danskerne efterh\u00e5nden\u00a0<\/span>begynder at\u00a0<\/span>vende tilbage til en mere normal tilv\u00e6relse<\/span>, hvor k\u00f8belysten ikke\u00a0<\/span>i samme grad\u00a0<\/span>bliver holdt nede af\u00a0<\/span>usikkerhed<\/span>.<\/span>\u00a0<\/span><\/p>\n

Alt det andet<\/span><\/b>
\n<\/span>Hvis\u00a0<\/span>ikke tiden er den rette til at kommunikere, s\u00e5 er\u00a0<\/span>der\u00a0<\/span>typisk mange andre facetter af marketing<\/span>,<\/span>\u00a0man kan g\u00e5 ind og arbejde med. Vi\u00a0<\/span>taler altid om<\/span>,<\/span>\u00a0at det er deadlines, mangel p\u00e5 ressourcer og lign<\/span>ende<\/span>\u00a0der g\u00f8r<\/span>,<\/span>\u00a0at vi ikke\u00a0<\/span>lige kommer helt i dybden med at forst\u00e5 forbrugeren og markedet, at vi ikke har f\u00e5et helt styr p\u00e5 b\u00e5de lang<\/span>sigtede<\/span>\u00a0og kortsigtede\u00a0KPI\u2019er. Og s\u00e5 er der jo alt det med\u00a0<\/span>C<\/span>ookies,\u00a0<\/span>F<\/span>\u00f8rstepartsdata,\u00a0<\/span>O<\/span>mnichannel<\/span>\u00a0og\u00a0<\/span>C<\/span>ustomer\u00a0<\/span>E<\/span>xperience<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

Den nuv\u00e6rende situation kunne derfor v\u00e6re en\u00a0<\/span>k\u00e6rkommen lejlighed til at revidere sit\u00a0marketing framework, s\u00e5 man st\u00e5r bedre rustet<\/span>,<\/span>\u00a0n\u00e5r vi p\u00e5 et tidspunkt kommer ud\u00a0<\/span>af \u201dskyggen\u201d.<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Under og efter\u00a0finanskrisen viste det sig,\u00a0at der\u00a0kunne v\u00e6re en\u00a0langsigtet\u00a0konkurrencem\u00e6ssig\u00a0fordel\u00a0i\u00a0at annoncere,\u00a0n\u00e5r ens konkurrenter ikke gjorde det. Medieindk\u00f8bspriserne var lavere,\u00a0og f\u00e6rre\u00a0konkurrenter\u00a0var aktive, hvilket fint opvejede den\u00a0mindre\u00a0nedgang i\u00a0forbrugernes\u00a0k\u00f8bekraft,\u00a0der fulgte\u00a0i k\u00f8lvandet.\u00a0Nu melder sp\u00f8rgsm\u00e5let sig s\u00e5,\u00a0om det i den nye\u00a0\u2019krisetid\u2019\u00a0kan betale sig\u00a0at investere\u00a0i\u00a0markedsf\u00f8ring.\u00a0 For det f\u00f8rste m\u00e5 vi konstatere,\u00a0at noget er markant anderledes end ved finanskrisen.\u00a0Dengang\u00a0talte vi meget om likviditet […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[496,1],"tags":[],"class_list":["post-20959","post","type-post","status-publish","format-standard","hentry","category-news","category-uncategorized"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/posts\/20959","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/comments?post=20959"}],"version-history":[{"count":0,"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/posts\/20959\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/media?parent=20959"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/categories?post=20959"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.phdmedia.com\/denmark\/wp-json\/wp\/v2\/tags?post=20959"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}