Good Advertising not only creates reach, but also a topic of conversation. But what exactly is good advertising?


Style - The eye eats with

Act as a communicative anchor psychological seen a central core statement and a meaningful picture. But what exactly does that do? After just a few milliseconds decide People subconsciously whether they are their counterpart sympathisch find or not. This may sound unfair or superficial, but we cannot resist it. We have been conditioned to do this over thousands of years of evolution.

This reflex comes into play not only when assessing people, but also when viewing advertisements. In addition to the assessment of sympathy, we immediately filter according to relevance. In other words, two factors come into play that are a major stumbling block for them Communication of advertising messages.

The simpler the message, the higher the interaction

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You can understand this effect very nicely by means of simple evaluations of posts in the social web. Let's take the example of the range and interaction rates of a Facebook- Postings.

These are usually the larger, the simpler and more visually appealing one message is packed. In first place here are all clear high-quality posting images with a crisp core message. The longer the text, the fewer likes.

Elaborate is no better

Similar effects can also be observed on websites and applications. There are technically extremely sophisticated sites where webDeveloper click your tongue. However, normal users are often unimpressed by this.

On the other hand, there are technically less demanding applications that are behind a loving and successful surface. On the developer side, they worry fast for boredom, but for enthusiasm on the part of the user.

Red pencil in design?

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It is all the more astonishing that design is often one of the first topics where Companys Use the red pencil as part of budgeting. Just the opposite should be the case, however. This increases again with the triumph of mobile devices.

This is not just the look and feel, but above all also the usability. Say, a campaign must not only look beautiful and feel good, but also on a smartphone to be optimal to use. The demands on the areas of style and design are therefore considerably increased!

This pointed speech is imperative to initial awareness and arouse further interest. This is the only way further information can be conveyed.

KISS and style

The rule of thumb KISS and Style is not only essential for digital, but for almost any advertising. If one considers these and the points described in the previous chapters, one approaches it Objective, which many companies long for.

They do not just want to buy reach (today also often referred to as paid media), but the topic of conversation (earned media), not as advertising, but as added value - be it on- or offline: as digitally shared content in the social web as well as at lunchtime, in the evening in a bar, among colleagues and friends, by the way - and yet at the center of the conversation.

Make the customers talk

Sounds too good to be true? Unfortunately it often is. But who uses the procedures described, from brainstorming to conception to Implementation really consistently and, above all, consistently observed, it manages to turn clumsy advertising into really relevant messages. That's the central one Success factorto with one Brand to really become an issue.

The potential for this is available. We live in a consumer society. Many people love to share new products, good services and experiences. Whoever makes it a business to become part of these conversations gains a decisive competitive advantage.

Its messages become less as advertising and more as product perceived in the form of word of mouth. This is considered to be one of the most valuable and effective forms of customer acquisition.

Word of mouth effects

A study of the Word of Mouth Marketing Association (WOMMA) has also shown that recommendation marketing increases the effectiveness of classic advertising channels by an average of 15 percent. So it serves as an amplifier for TV, radio, print products and the like. Offline recommendations in particular have a great effect. They have five times more influence on a purchase decision than classic advertising messages. 46

So the bottom line is that creating something to talk about is one of the main goals of almost all of them Measures should be. Ideally, a species is created positive Upward spiral in which word-of-mouth and classic measures stimulate each other.

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