Im PESO-Modell ist Shared Media die am stärksten unterschätzte Säule: Sie entsteht nicht direkt durch Unternehmen, sondern durch das Verhalten der eigenen Zielgruppe, wenn Inhalte geteilt, kommentiert oder weiterverbreitet werden. Genau darin liegen sowohl die Chance als auch die Schwierigkeit dieser Kategorie, denn Unternehmen können die Verbreitung anstoßen, aber nicht endgültig kontrollieren, sobald ein Inhalt […]
Traditional public relations is aimed at journalists, while influencer PR extends this concept to a new group of opinion leaders: creators, bloggers, and social media personalities with their own dedicated communities. Here, too, the goal is organic, credible visibility rather than purely paid advertising, which is why blogger relations and PR strategies are increasingly overlapping. […]
PR tools automate precisely the tasks that traditional public relations used to handle manually and time-consumingly: media monitoring, maintaining distribution lists, and analyzing media coverage. Those who work without software today often simply miss relevant mentions because no one can manually scan all channels around the clock. Smaller PR teams, in particular, gain valuable time […]
Sentiment analysis determines whether mentions of a brand, product, or topic online are positive, negative, or neutral. Instead of simply counting how often a brand is mentioned, this method also assesses the sentiment behind those mentions—a crucial distinction for any form of social listening. Without this context, mere mention counts are meaningless, because ten thousand […]
AVE stands for Advertising Value Equivalent and quantifies how much an unpaid media mention would have cost if it had been booked as a traditional ad. This metric originates from traditional public relations and is still used today to quantify the value of media coverage—despite significant professional criticism of the method. Especially when communicating with […]
B2B sales rarely result from spontaneous purchases, as they do in traditional e-commerce—decision-making processes are longer, multiple people are involved, and trust matters more than a single discount. Anyone looking to sell in the B2B environment therefore needs a different mix of channels than in traditional consumer marketing. The sales cycle can stretch out over […]
For most companies, greater reach is the primary goal of any social media and content strategy—even before followers, likes, or sales. A detailed definition and classification of reach as a metric has already been provided elsewhere; this post focuses on the specific levers for each channel and shows where your efforts will yield the greatest […]
The end consumer is at the heart of modern marketing strategies. B2C marketing is not just about selling products, but about gaining a deep understanding of consumer behavior and the individual customer journey of each customer. Companies that truly understand their target audience and are aware of their needs, desires, and pain points are able […]
The right market positioning is the foundation of every successful business. It defines how a brand positions itself in the eyes of its target audience, thereby setting it apart from its competitors. A well-thought-out positioning strategy is not just a marketing tool, but a strategic decision that influences every aspect of the business—from product development […]
Choosing the right distribution channel is a critical factor in the success of any business. Whether you’re a startup or an established corporation, the decision regarding which distribution channels to use to deliver products and services to end customers directly impacts profitability, market reach, and customer satisfaction. In this article, we’ll show you how to […]
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average of the last 12 months. Survey after consultation – online, by telephone or on site.