Wie kommt der lokale Händler zur Onlinewerbung

von Steffen Greschner am 7. Februar 2012 · 99 Kommentare

Streetfight hat ein Thema aufgegriffen, das auch im deutschen Markt noch sehr im Argen liegt: 5 Tips for an Effective Hyperlocal Advertising Campaign:

As hyperlocal advertising continues to heat up, publishers and merchants are working together to figure out what makes online ads most effective. Here are five tips from top hyperlocal publishers that can help merchants stay ahead of the curve.

Zusammengefasst ergibt das für mich drei Kernpunkte:

  • Nimm die Kunden bei der Hand. Die meisten kennen das Online-Business nicht und brauchen Beratung bis runter zu den Grundlagen. Daraus ergeben sich aber auch wieder Chancen, mit dem Kunden eine enge Beziehung aufzubauen und sich als der Online-Dienstleister zu präsentieren. Beratung in der Umsetzung erfolgreicher Onlinewerbung gehört dazu – nicht nur der Verkauf des Anzeigenplatzes.
  • Baue enge Beziehungen auf. Im Lokalen sind die Kunden um die Ecke. Besser als Mailen oder Anrufen ist immer noch der persönliche Besuch. Ja, auch ein Journalist kann mal mit einem Werbekunden sprechen und bei der Gelegenheit fragen, wie es eigentlich läuft im Business.
  • Das Leben ist offline. Zumindest der größte Teil der meisten Menschen. So müssen im lokalen Umfeld auch die Kampagnen gedacht werden. Viele Werbekunden haben mit Klickzahlen und CPC-Gerede nicht viel am Hut. Sie wolle auch nicht online verkaufen, sondern Menschen, die zum Schluss in den Laden marschieren. Es geht um Relevanz und nicht um pure Klickzahlen.

Natürlich dürfen auch technische Möglichkeiten, Mobile und Co. nicht außen vor gelassen werden. Der Erfolgsfaktor wird im lokalen aber noch für einige Zeit darin liegen, wie gut es dem Vertrieb gelingt, die online oft vollkommen unerfahrenen Unternehmer und Händler an die Onlinewelt heranzuführen.


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