{"id":25423,"date":"2018-06-15T12:30:04","date_gmt":"2018-06-15T10:30:04","guid":{"rendered":"https:\/\/eye-square.com\/de\/?p=25423"},"modified":"2018-07-02T14:32:22","modified_gmt":"2018-07-02T12:32:22","slug":"michael-schiessl-zu-receptivity-und-digitalwerbung-im-horizont-interview","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/michael-schiessl-zu-receptivity-und-digitalwerbung-im-horizont-interview\/","title":{"rendered":"Michael Schiessl zu Receptivity und Digitalwerbung im HORIZONT-Interview"},"content":{"rendered":"

Im Interview mit J\u00fcrgen Scharrer (HORIZONT<\/a>) erkl\u00e4rt Michael Schiessl<\/a> (CEO, eye square), wie erfolgreiche Kommunikation im Digitalen gelingen kann. Dabei diskutiert er kritisch die Rolle der maschinellen Optimierung, wie Targeting, und r\u00fcckt die Empf\u00e4nglichkeit der Kunden, auch Receptivity genannt, in den Fokus.<\/p>\n

\"\"<\/a><\/p>\n

\u201eEs gibt keinen maschinellen Weg zu den Menschen. Es gen\u00fcgt nicht, nur innerhalb der Maschine Optimierungen vorzunehmen.\u201c \u2013 sagt Michael Schiessl. Wichtig sei es zu wissen, was \u201ereal beim Kunden ankommt und ob es eine Empf\u00e4nglichkeit f\u00fcr die Botschaften gibt. Receptivity bestimmt die konkrete Touchpoint\u00ad-Experience der User und wird so als Indikator zum Steuerrad von Media und Kreation\u201c. Dabei sieht Herr Schiessl Receptivity als einen strategischen F\u00fchrungsbegriff, welcher dazu verhilft, die Kommunikation nach Kriterien wie Freiheit, Offenheit und insbesondere Freude auszurichten. Eine solche Kommunikation kann Marken befl\u00fcgeln und ist eine Voraussetzung f\u00fcr den Erfolg von Pull-Marketing Ma\u00dfnahmen.<\/p>\n

Das Besondere an der Herangehensweise von eye square ist also, an bestimmter Stelle das maschinelle Ensemble zu verlassen, indem das Unternehmen versucht, den realen Kontakt zum Nutzer zu bestimmen und den Kontakt experimentell zu kontrollieren. eye square hat festgestellt, dass f\u00fcr jeden Touchpoint ein spezifischer kreativer Ansatz ben\u00f6tigt wird. Durch die eye square Studien kann bestimmt werden, ob der Werbekanal oder die Kreation daf\u00fcr verantwortlich sind, dass eine Werbebotschaft nicht beim Kunden angekommen ist. Hierdurch entstehen konkrete Anweisungen f\u00fcr die n\u00e4chste Werbekommunikation.<\/p>\n

Das gesamte Interview mit Michael Schiessl k\u00f6nnen Sie hier online<\/a> oder in der neuen HORIZONT (24\/2018) <\/strong>lesen.<\/p>\n

 <\/p>\n

Weitere Informationen zur eye square Live Receptivity Platform finden Sie hier.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Im Interview mit J\u00fcrgen Scharrer (HORIZONT) erkl\u00e4rt Michael Schiessl (CEO, eye square), wie erfolgreiche Kommunikation im Digitalen gelingen kann. Dabei diskutiert er kritisch die Rolle der maschinellen Optimierung, wie Targeting, und r\u00fcckt die Empf\u00e4nglichkeit der Kunden, auch Receptivity genannt, in den Fokus. \u201eEs gibt keinen…<\/p>\n","protected":false},"author":7,"featured_media":25430,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[323,204,1],"tags":[],"class_list":["post-25423","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-323","category-article","category-news"],"yoast_head":"\nMichael Schiessl zu Receptivity und Digitalwerbung im HORIZONT-Interview | eye square<\/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:\/\/www.eye-square.com\/de\/michael-schiessl-zu-receptivity-und-digitalwerbung-im-horizont-interview\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Michael Schiessl zu Receptivity und Digitalwerbung im HORIZONT-Interview\" \/>\n<meta property=\"og:description\" content=\"Im Interview mit J\u00fcrgen Scharrer (HORIZONT) erkl\u00e4rt Michael Schiessl (CEO, eye square), wie erfolgreiche Kommunikation im Digitalen gelingen kann. 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