Was bisher selten sinnvoll angegangen wird, ist der Longtail des Journalismus. Bestehende Inhalte verkommen zu Datenleichen und verschwinden auf den Xten Unterseiten. Trotzdem bringen bestehende Inhalte im Netz ständig Leser über Suchmaschinen und soziale Netzwerke. Vor allem im Servicejournalismus ein verborgenes Potential.
Ein Wiesbadener StartUp geht den gedanklichen Schritt und versucht sich mit einem Onlineshop-Konzept im (service)journalistischen Kontext. Die PerfectLife AG baut eine Mischung aus journalistischen Portal und E-Commerce, das lässt zumindest dieser Blogeintrag vermuten:
Hierfür bauen wir ein Online-Portal auf, auf dem sich die Menschen einerseits über neutralen Content und Experten sowie User-Erfahrungen/Erfahrungsgruppen informieren können und andererseits die jeweils passenden Produkte hierfür unter einem Dach finden.
Bislang müssen sich die Menschen, die bspw. ihren Rücken stärken möchten, Expertenrat und User-Erfahrungsberichte überall umständlich im Internet zusammensuchen und dann auch noch die Online-Shops für die für ihn passenden Produkte auffinden und zudem bei unterschiedlichen Anbietern bestellen.
Anders als bei den produktgetriebenen klassischen Online-Shops (wo der Kunde schon wissen muss, was er braucht), denken wir vom Kunden und seinen Bedürfnissen her.
Das ist eine grundlegend neue Herangehensweise an den Verkauf von Aufmerksamkeit und Produkten im Internet. Der Ansatz stellt Inhalteproduzenten, wie E-Commerceler vor die gleichen Herausforderungen – auch wenn sich die Herausforderungen aus der jeweiligen Sicht heraus komplett gegenüber stehen:
- Wie erstelle ich den passenden Content?
- Wie organisiere und sortiere ich den bestehenden Content?
- Wie beschaffe und vermarkte ich die passenden Produkte?
Einen Schritt zurück gedacht, ist das ist mal wieder eines der Themen, wofür sich gerade im lokalen Bereich der Aufbau von branchenbuchähnlichen Modellen irgendwann auszahlen kann. Durch den Kontakt zu kompletten Branchen im lokalen Umfeld, liesen sich viele spannende “inhaltsgetriebene Verkaufs-Unterseiten” entwickeln, die dem Leser wirklich helfen. Nicht zwangsläufig über direkten Produktverkauf aber über sinnvolle Vorauswahl der verfügbaren Anbieter im direkten Umfeld.
Ansätze wie die Hochzeitsseiten der HuffingtonPost, gepaart mit einer sauber sortierten Übersicht themenrelevanter Händler, Gastronomen und Dienstleister, würde vermutlich nicht als Werbung, sondern als Hilfe wahrgenommen: die aufwändige (Anbieter)Suche wäre dem Leser bereits abgenommen.
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Groupon-Konzepte für Lokalzeitungen In regelmäßigen Abständen dreht die deutsche e-commerce Branche durch: Da kommt ein neues Konzept aus den Staaten zu uns rüber geschwappt und kurz drauf schießen die Klone wie Pilze aus dem Boden. Vor einer Weile... - Verlage müssen sich mehr auf das mobile Internet einlassen Daran, dass das Internet in Zukunft immer mobiler wird, hat wohl kaum jemand Zweifel: Anstatt am Rechner werden Nachrichten und Infos in den nächsten Jahren mehr und mehr über mobile Geräte konsumiert. Den Anfang hat...
- Wann kommt die erste Lokalmedien Shopping-Party? Tupper, Lesekreise, Pepperparties und Co. – Shopping-Parties funktionieren schon seit Jahrzehnten erfolgreich. Warum? Weil sich kleine Communities bilden, die einen Abend Spaß haben und nebenbei noch coole Sachen kaufen. Das Potential, das darin steckt wird...
- Abseits der Geschäftsmodelle: Wie steht es um die langfristige Unabhängigkeit lokaler Onlinemedien? Am letzten Wochenende habe ich mit Peter Posztos von der Tegernseer Stimme über Online-Lokaljournalimus und die Zukunft nachgedacht. Herausgekommen ist eine spannende Selbstkritik, die das Thema von einer etwas anderen Seite betrachtet. Nicht nur aus...
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