{"id":598,"date":"2013-07-16T06:29:42","date_gmt":"2013-07-16T06:29:42","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/avoid-cognitive-dissonance\/"},"modified":"2018-01-16T17:27:47","modified_gmt":"2018-01-16T17:27:47","slug":"avoid-cognitive-dissonance-2","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/avoid-cognitive-dissonance-2\/","title":{"rendered":"Avoid Cognitive Dissonance"},"content":{"rendered":"

By: Karsten Zunke,\u00a0Adzine\u00a0<\/em>(translated from German)
\nAd blockers are booming, users are becoming more volatile and sensitive to a variety of touch points simultaneously.\u00a0The online advertising industry has to face new challenges.\u00a0Adzine speaks with Sven Weisbrich, CEO of Universal McCann Germany, about the current challenges for brand management and campaign management.<\/b><\/p>\n

Adzine:<\/b>\u00a0Mr. Weisbrich, there are more and more touch points to provide users with more and more interactions.\u00a0Makes a distinction between branding and performance advertising any sense?<\/p>\n

Sven Weisbrich:<\/b>\u00a0Absolutely, in this context, we see even a threefold division, we have to deal with the future: branding, performance, and CRM.\u00a0In terms of a branding campaign including advertisers increasingly shift their TV money online in order to achieve just younger users via the moving image in its “medium”.Performance campaigns, however, pursue a different objective.\u00a0This is primarily concerned to enable the user to do something.\u00a0A strongly increasing importance we see in the CRM via online.\u00a0Goal here is to build customer loyalty by each target person on the entire customer journey accompanied away and is supplied in accordance with interesting information and advice-giving.\u00a0This separation will be relevant as long as it makes sense to act differently in different communication goals.<\/p>\n

Adzine:<\/b>\u00a0communication goals are one thing.\u00a0But what do you want the target groups?\u00a0Have their needs – even considering the ad-blocking discussion – not be taken more into account during the design of the campaigns?<\/p>\n

Sven Weisbrich:<\/b>\u00a0They already are.\u00a0Audiences want relevant information and appropriate speeches.They want answers to their questions, feedback, criticism and want products and offers that are honest and fair.\u00a0All this will have to find in the future a more substantial consideration within the communication with customers and potential buyers.\u00a0About a demographic beyond differentiation of the target group in terms psychographic characteristics required in the future to relevant content.\u00a0To achieve a higher conversion rate, campaigns need to be more temporally decoupled to pick up the consumer to needs.\u00a0This has the consequence that we have to reckon with a significantly increased complexity in the branding, the branding and the general communicative action.\u00a0For example, consumers want to interact more strongly with the brand today.\u00a0Used in this context only one-sided forms of communication, they must be purposefully designed to meet the needs of consumers.\u00a0An example: a customer buys a vacuum cleaner with Vendor A, Vendor A should show him after his purchase no more advertising for vacuum cleaners, also for competing brands, he should not receive any more advertising.\u00a0This would inevitably lead to cognitive dissonance.\u00a0Rather, the customer should receive confirmation of its decision.<\/p>\n

Adzine:<\/b>\u00a0What impact is the expectation of the target groups on the brand presentation and campaign management?<\/p>\n

Sven Weis Break:<\/b>\u00a0The brand must be able to move, offer communication opportunities and understand the consumer as a literate and intelligent opponent.\u00a0The interaction between brand and consumer should be an interactive process leading to adapt offers and communications accordingly.\u00a0Marketing of the future is the extent to respond to the needs and expectations of consumers and to take them seriously to him ultimately to make the product promise which he expects and demands.\u00a0Campaign management thus implies the sovereign dealing with all communicative possibilities that are relevant to maintain a brand name in the target group-specific context.<\/p>\n

Adzine:<\/b>\u00a0How can help technologies like?<\/p>\n

Sven Weisbrich:<\/b>\u00a0consist precisely in the digital communication and CRM already extensive database solutions to their basis, we act and react individually.\u00a0Suppose, for example, aspects such as targeting and re-targeting.\u00a0Here it is increasingly unable to specifically address the people segments that are actually interested in purchasing.\u00a0As before, however, it is a common practice that they continue to be confronted with after-sale services, which already led to the purchase before.\u00a0This is on both sides not only absurd, but also leads to worst, dissonance, reactance.
\n<\/b><\/p>\n

Adzine:<\/b>\u00a0What would be the better solution?<\/p>\n

Sven Weisbrich:<\/b>\u00a0tools must be developed that can intelligently analyze these contexts not only, but also ultimately provide a comprehensive intelligent communication with the consumer in order to build customer loyalty and loyalty and to ensure.\u00a0In companies still not all campaign data as well as data on sales figures and product segments are evaluated together.\u00a0Often the e-commerce area is separated from the traditional business.\u00a0This has the consequence that potential in targeting exhausted and campaigns are not directed from a single source.\u00a0This multi-channel intelligence is therefore limited.\u00a0We have invested in recent years in a proprietary technology platform that enables us to see at a glance to collect performance data from over 75 sources to analyze and interpret.\u00a0However, tools and data are not the sole solution.\u00a0Ultimately, a successful communication at least to the same extent on to have a good sense of brand and creative communication.<\/p>\n

Adzine:<\/b>\u00a0Can you give an example?<\/p>\n

Sven Weisbrich:<\/b>\u00a0In the simplest case, we again find very often today, configures a consumer a silver compact car and this is again found by retargeting the subsequent browsing through different sites away as promotional items.\u00a0Fortunately, the company, the consumer takes this opportunity to return and to arrange a test drive.\u00a0However, measuring success not draw on qualitative factors, but is purely quantitative.\u00a0To avoid cognitive dissonance here would apply appropriate tools.<\/p>\n

Adzine:<\/b>\u00a0And in the best case?<\/p>\n

Sven Weis Break:<\/b>\u00a0This is unfortunately rare.\u00a0In the best case, a segmentation takes place, which, for example, a cookie targeting a consumer group of a user is assigned, who set up the said small cars.\u00a0By analyzing the activities on their own platforms, such as newsletters, trade, website, call center, etc., the company is well known that the interest in the small car, for example, correlates with a high level of financial awareness on the consumer side.\u00a0This knowledge is used to play out an alternative financing deal for this user segment.\u00a0The tonality of the financial offer and the CTA may therefore fall for a user who has downloaded prospectuses and to “young environments” on the road, other than for users who are on the go and business media have stopped configuration.\u00a0If after a certain time no purposeful response recorded to targeting and segment membership and thus the future address change.<\/p>\n

Adzine:<\/b>\u00a0Mr. Weisbrich, thank you for the interview.<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"

Ad blockers are booming, users are becoming more volatile and sensitive to a variety of touch points simultaneously.\u00a0The online advertising industry has to face new challenges.\u00a0Adzine speaks with Sven Weisbrich, CEO of Universal McCann Germany, about the current challenges for brand management and campaign management<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-598","post","type-post","status-publish","format-standard","hentry","category-um-in-the-news"],"acf":[],"yoast_head":"\nAvoid Cognitive Dissonance - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/um-in-the-news\/avoid-cognitive-dissonance-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Avoid Cognitive Dissonance - 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