{"id":50,"date":"2018-03-12T11:58:53","date_gmt":"2018-03-12T10:58:53","guid":{"rendered":"http:\/\/corradomanenti.it\/?p=50"},"modified":"2024-09-03T10:11:39","modified_gmt":"2024-09-03T10:11:39","slug":"der-einsatz-von-influencern-die-markenwahrnehmung-negativ-beeinflussen-kann","status":"publish","type":"post","link":"https:\/\/www.corradomanenti.it\/de\/luso-di-influencer-puo-influenzare-negativamente-la-percezione-del-brand\/","title":{"rendered":"Kann der Einsatz von Influencern die Markenwahrnehmung negativ beeinflussen?"},"content":{"rendered":"<pre class=\"wp-block-preformatted\">Gianluca Vacchi f\u00fcr F**K Project und Vittorio Sgarbi f\u00fcr Sartoria Tramarossa\n<\/pre>\n\n\n\n<!--more-->\n\n\n\n<p><iframe src=\"https:\/\/www.youtube.com\/embed\/ZA4HR692WOY\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n\n\n\n<p>Eine aktuelle britische Studie hat gezeigt, dass sich Influencer Marketing negativ auf die Wahrnehmung von Marken auswirkt.<\/p>\n\n\n\n<p>Nicht weniger als 44% der Befragten \u00e4u\u00dferten sehr gemischte Meinungen dar\u00fcber, wie die Marke und der Influencer zusammenh\u00e4ngen und wie dies sogar der Wahrnehmung des Unternehmens und des Endprodukts abtr\u00e4glich sein kann.<\/p>\n\n\n\n<p>Der Umgang mit sogenannten Influencern oder Prominenten kann unz\u00e4hlige Unannehmlichkeiten mit sich bringen. Und in den letzten Monaten sind einige ziemlich ungeheuerliche F\u00e4lle aufgetaucht.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>Schlie\u00dflich geht es hier um Menschen, die die Essenz unserer Marke in ihrem Lebensstil widerspiegeln sollen.<\/p>\n\n\n\n<p>Die emotionalen Vorteile beim Kauf unserer Produkte.<\/p>\n\n\n\n<p>Sie lassen uns die emotionale Seite sehen, sie schaffen den 'Traum' um unser Produkt.<\/p>\n\n\n\n<p>Wie ich bei meinem Motto oft sage, m\u00fcssen Sie 'aufstrebend' sein, sonst kaufen die Leute Sie nicht.<\/p>\n\n\n\n<p>Aber schlie\u00dflich sind auch Influencer immer noch Menschen mit all ihren St\u00e4rken und Schw\u00e4chen.<\/p>\n\n\n\n<p>Erinnern Sie sich an Gianluca Vacchi? An wen? Wahrscheinlich nicht, das ist das Problem!<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQEzqPSNA6bMAA\/article-inline_image-shrink_1500_2232\/0?e=2120054400&amp;v=alpha&amp;t=M_onNXsBvcSqWz3I0OYH2r_n1cGS4wJZ3ZrUlr3WNyw\" alt=\"0?e=2120054400&amp;v=alpha&amp;t=M OnNXsBvcSqWz3I0OYH2r N1cGS4wJZ3ZrUlr3WNyw\" title=\"Kann der Einsatz von Influencern die Markenwahrnehmung negativ beeinflussen?\"><\/figure>\n\n\n\n<div class=\"slate-resizable-image-embed slate-image-embed__resize-middle\"><\/div>\n\n\n\n<p>Das fragliche Thema war im letzten Sommer ein Testimonial f\u00fcr EFFE K, eine bekannte und stets provokante Bademodenmarke.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQH21Jsc4To9uw\/article-inline_image-shrink_1000_1488\/0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48-kQLw2jAdlA\" alt=\"0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48 KQLw2jAdlA\" title=\"Kann der Einsatz von Influencern die Markenwahrnehmung negativ beeinflussen?\"><\/figure>\n\n\n\n<div class=\"slate-resizable-image-embed\"><\/div>\n\n\n\n<p>Nat\u00fcrlich war das Provozieren und Erzeugen von Kontroversen schon immer eine Waffe, um Aufmerksamkeit f\u00fcr die eigene Marke zu erzeugen und die Leute zum Reden zu bringen, aber es ist ein zweischneidiges Schwert. Denken Sie nur an den gro\u00dfen Skandal, in den er ein paar Monate sp\u00e4ter verwickelt war.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Ein bekanntes Problem der zeitgen\u00f6ssischen Imagewerbung ist der Wunsch, um jeden Preis \"viral\" zu gehen und \"von sich reden zu machen\". reflexartig einen (heterogenen und schlecht profilierten) Pool von prominenten Anh\u00e4ngern auszunutzen, um offensichtliche Unzul\u00e4nglichkeiten in den Marketingstrategien auszugleichen. Dabei vergisst man die Grundlagen:&nbsp;<strong>Jede Form der Werbung muss zwangsl\u00e4ufig eine Botschaft vermitteln, die die Positionierung der Marke st\u00e4rkt<\/strong>genauso wie die Verwendung eines Testimonials oder Influencers mit Vorsicht und vor allem konsequent eingesetzt werden muss.<\/p>\n<\/blockquote>\n\n\n\n<p>Und seien wir ehrlich! Sgarbi in Jeans, die wir noch nie gesehen haben \ud83d\ude09 .<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>https:\/\/www.youtube.com\/watch?v=FNI9-nErbJA&amp;t=3s<\/li>\n\n\n\n<li>https:\/\/www.prweek.com\/article\/1457215\/influencer-marketing-damages-publics-perception-brands-survey-finds#E2GRueljDCzrLt38.99<\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"<p>Gianluca Vacchi f\u00fcr F**K Project und Vittorio Sgarbi f\u00fcr Sartoria Tramarossa<\/p>","protected":false},"author":6,"featured_media":5611,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"video","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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av_uid='av-rxtq']\n<pre spellcheck=\"false\">Gianluca Vacchi Per F**K Project e Vittorio Sgarbi Per Sartoria Tramarossa\n<\/pre>\n<!--more-->\n\n<iframe src=\"https:\/\/www.youtube.com\/embed\/ZA4HR692WOY\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe>\n\nDa un recentissimo studio inglese \u00e8 stato dimostrato che il marketing affidato agli influencer\u00a0influisce negativamente la percezione dei brand.\n\nBen 44% degli intervistati ha infatti espresso pareri molto contrastanti sulle modalit\u00e0 con cui il brand e gli infuencer si relazionano e come addirittura possa essere dannoso per la percezione della societ\u00e0 e del\u00a0prodotto finale.\n\nAvere a che fare con un\u00a0cosiddetto\u00a0influencer o Celebrities pu\u00f2 creare innumerevoli inconvenienti. E in questi\u00a0mesi sono emersi casi\u00a0piuttosto\u00a0ecclatanti.\n\n<!--more-->\n\nDopotutto stiamo parlando di persone che sono incaricate di mostrare nel loro stile di vita l\u2019essenza del nostro brand.\n\nI benefici\u00a0emotivi che derivano dall\u2019acquisto dei nostri prodotti.\n\nCi fanno vedere il lato emozionale, creano il\u00a0\u201csogno\u201dattorno al nostro prodotto.\n\nCome dico spesso con il mio motto devi essere\u00a0\u201caspirazionale\u201d altrimenti la gente non ti comprer\u00e0.\n\nMa dopotutto anche gli influencer restano pure sempre esseri umani con tuti i loro pregi e difetti.\n\nVe lo ricordate Gianluca Vacchi? Chi?Probabilmente no, \u00e8 questo il problema!\n<div class=\"slate-resizable-image-embed slate-image-embed__resize-middle\"><img src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQEzqPSNA6bMAA\/article-inline_image-shrink_1500_2232\/0?e=2120054400&amp;v=alpha&amp;t=M_onNXsBvcSqWz3I0OYH2r_n1cGS4wJZ3ZrUlr3WNyw\" data-media-urn=\"urn:li:digitalmediaAsset:C5612AQEzqPSNA6bMAA\" data-li-src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQEzqPSNA6bMAA\/article-inline_image-shrink_1500_2232\/0?e=2120054400&amp;v=alpha&amp;t=M_onNXsBvcSqWz3I0OYH2r_n1cGS4wJZ3ZrUlr3WNyw\" \/><\/div>\nIl soggetto in questione la scorsa estate \u00e8 stato\u00a0testimonial di EFFE K noto marchio di costumi da sempre provocatorio.\n<div class=\"slate-resizable-image-embed\"><img src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQH21Jsc4To9uw\/article-inline_image-shrink_1000_1488\/0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48-kQLw2jAdlA\" data-media-urn=\"urn:li:digitalmediaAsset:C5612AQH21Jsc4To9uw\" data-li-src=\"https:\/\/media.licdn.com\/dms\/image\/C5612AQH21Jsc4To9uw\/article-inline_image-shrink_1000_1488\/0?e=2120054400&amp;v=alpha&amp;t=tb64Do5tOyAbKTxrZf0sgsOxzBzhgK48-kQLw2jAdlA\" \/><\/div>\nCerto provocare e generare controversie sono da sempre un arma per generare attenzione sul proprio marchio e far parlare di se, un arma per\u00f2 a doppio taglio. Basti pensare al grande scandalo che pochi mesi dopo lo coinvolse.\n<blockquote>Problema ben noto della pubblicit\u00e0 d'immagine contemporanea \u00e8 il voler diventare a tutti i costi \"virale\" e \"che se ne parli\" , sfruttare di riflesso un bacino (eterogeneo e mal profilato) di follower di personaggi famosi per fronteggiare evidenti lacune nelle strategie di marketing.\u00a0Ci si dimentica poi delle basi:\u00a0<strong>Qualsiasi forma di advertising deve necessariamente veicolare un messaggio che rafforzi il posizionamento del brand<\/strong>, cos\u00ec come l'uso di un testimonial o influencer deve essere usato con cautela e sopratutto con coerenza.<\/blockquote>\nE diciamocelo! Sgarbi con i Jeans non l'avevamo mai visto prima ;)\n<ul>\n \t<li>https:\/\/www.youtube.com\/watch?v=FNI9-nErbJA&amp;t=3s<\/li>\n \t<li>https:\/\/www.prweek.com\/article\/1457215\/influencer-marketing-damages-publics-perception-brands-survey-finds#E2GRueljDCzrLt38.99<\/li>\n<\/ul>\n[\/av_textblock]\n\n"],"_avia_builder_shortcode_tree":["a:1:{i:0;a:3:{s:3:\"tag\";s:12:\"av_textblock\";s:7:\"content\";a:0:{}s:5:\"index\";i:0;}}"],"layout":[""],"sidebar":[""],"footer":[""],"header_title_bar":[""],"header_transparency":[""],"_avia_hide_featured_image":["0"],"_thumbnail_id":["5611"],"_av_alb_posts_elements_state":["a:1:{s:12:\"av_textblock\";b:1;}"],"_av_el_mgr_version":["1.0"],"_av_alb_element_mgr_version":["1.0.1"],"_oembed_1f617bba6bf33f7481618bd922279acd":["<iframe width=\"1080\" height=\"608\" src=\"https:\/\/www.youtube.com\/embed\/FNI9-nErbJA?start=3&feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" 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