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Medienkonvergenz managen: Wahrnehmungs- und Wirkungspfade der Kommunikation antizipieren

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Handbuch Techniken der Kommunikation

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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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Authors and Affiliations

  1. Lehrstuhl für Marketing, Schumpeter School of Business and Economics, Bergische Universität Wuppertal, Wuppertal, Deutschland

    Tobias Langner & Tobias Klinke

  2. Marketing- und Medienmanagement, Fachhochschule Wedel, Wedel, Deutschland

    Alexander Fischer

  3. Sasserath Munzinger Plus GmbH, Berlin, Deutschland

    Philipp Brune

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  1. Tobias Langner
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  2. Philipp Brune
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  3. Alexander Fischer
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  4. Tobias Klinke
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Correspondence to Tobias Langner .

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Editors and Affiliations

  1. Bergische Universität Wuppertal, Wuppertal, Germany

    Tobias Langner

  2. EBS Business School, Oestrich-Winkel, Germany

    Franz-Rudolf Esch

  3. Universität Basel, Basel, Switzerland

    Manfred Bruhn

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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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