{"id":25543,"date":"2018-07-02T13:33:44","date_gmt":"2018-07-02T11:33:44","guid":{"rendered":"https:\/\/eye-square.com\/de\/?p=25543"},"modified":"2021-03-15T16:10:49","modified_gmt":"2021-03-15T14:10:49","slug":"you-will-ueber-das-phantasma-der-totalen-digitalen-praesenz","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/you-will-ueber-das-phantasma-der-totalen-digitalen-praesenz\/","title":{"rendered":"You will \u2013 \u00dcber das Phantasma der totalen digitalen Pr\u00e4senz"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][vc_column_text]<\/p>\n<p>In ihrem Artikel <a href=\"https:\/\/www.marktforschung.de\/wissen\/tectools\/marktforschung\/have-you-ever-clicked-your-mouse-right-here\/\">\u201cYou will\u201d in marktfoschung.depesche<\/a> besch\u00e4ftigten sich <a href=\"https:\/\/eye-square.com\/de\/michael-schiessl\/\">Michael Schiessl<\/a> (CEO, eye square) und Philip Bresinsky (Research Consultant, eye square) mit der Frage um das Phantasma der totalen digitalen Pr\u00e4senz.<\/p>\n<p>[\/vc_column_text][vc_empty_space][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column width=&#8220;1\/2&#8243;][vc_single_image image=&#8220;23716&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/eye-square.com\/de\/michael-schiessl\/&#8220;][\/vc_column][vc_column width=&#8220;1\/2&#8243;][vc_single_image image=&#8220;23362&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/eye-square.com\/de\/philip-bresinsky\/&#8220;][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][vc_empty_space][vc_column_text]Seit dem Aufkommen des Werbebanners in den 1990er-Jahren sind Kommunikation im Digitalen und datengetriebenes Marketing f\u00fcr Werbetreibende und Agenturen mit Optimismus und Zweifeln gleicherma\u00dfen verbunden. Mithilfe der Neurosemiotik und ihren Analyseebenen imagin\u00e4r, symbolisch und real bieten die beiden Experten einen Zugang zum Verst\u00e4ndnis der aktuellen Entwicklung an.<\/p>\n<p>Die Marktforschung steht vor der Herausforderung, das, was am Ende des Digitalen Menschen steht, zu messen und zu begreifen. Traditionelle (explizite) Ans\u00e4tze der analogen Welt besitzen jedoch im digitalen Kontext nur eine geringe Erkenntniskraft. F\u00fcr das Verst\u00e4ndnis des Digital Now sind daher zwei Kompetenzen notwendig: Zum einen die Anwendung impliziter\u00a0Forschungsmethoden, wie Eye-Tracking oder Reaktionszeitmessung, und zum anderen eine Digitalkompetenz, also das Verst\u00e4ndnis des Digitalen sowie der Einsatz von Methoden, die\u00a0selbst aus dem Digitalen kommen.<\/p>\n<p>Der gesamte Artikel ist <a href=\"https:\/\/www.marktforschung.de\/wissen\/tectools\/marktforschung\/have-you-ever-clicked-your-mouse-right-here\/\">hier<\/a> zu lesen.[\/vc_column_text][vc_empty_space][vc_single_image image=&#8220;25545&#8243; img_size=&#8220;full&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; img_link_target=&#8220;_blank&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/www.marktforschung.de\/wissen\/tectools\/marktforschung\/have-you-ever-clicked-your-mouse-right-here\/&#8220;][vc_empty_space][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][vc_column_text] In ihrem Artikel \u201cYou will\u201d in marktfoschung.depesche besch\u00e4ftigten sich Michael Schiessl (CEO, eye square) und Philip Bresinsky (Research Consultant, eye square) mit der Frage um das Phantasma der totalen digitalen Pr\u00e4senz. 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