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Hvem er det egentlig som bestemmer over våre kjøp?

Shopping

Alt var så mye bedre før. Tiden der man kunne glede seg til at det kom håndskrevne brev i postkassen (ja, ikke vinduskonvolutter, altså!) og at Barne-TV faktisk begynte klokka 18 og var ferdig en halv time senere. På tv var det jo aldri annonser, så mange av oss vente oss til å kunne se en hel film uten avbrekk av tilbud og annonser.

Så kom TV2. Det var jo noen av oss som hadde vært i utlandet og registrert hvordan det kunne bli, og da tv-kanalen startet i 1992, så var det mange som så tv den første tiden for å se på de spennende reklameinnslagene. De var ofte bekostet og av variabel kvalitet og målorientering, men de var nå der, og vi kunne jo alltids føle at vi fikk en trang til å kjøpe skjorter fra Dressmann eller mat fra McDonalds.

Så kom dataalderen. Vi måtte forholde oss til et medium som vi kanskje ikke hadde den samme kontrollen på, og plutselig var vi på nettsider med internasjonale avsendere. Vi befant oss etter hvert i en sfære av budskap, produkttilbud og kjøpsoppfordringer vi aldri hadde sett maken til. Men verden går jo som kjent videre, og annonsørene trengte nye metoder for å selge sine produkter og tjenester.

Så kom personaliseringen. Du har sikkert lagt merke til hvor «tilfeldig» det er at du ser annonse for booking.com, når du nettopp har vært inne og sett på overnatting et sted. Ja, kanskje attpåtil det samme hotellet du vurderte. Tilfeldig? Niks. Dette er smarte algoritmer som kjenner din netthistorikk, og som vet hva du har søkt på og hvilke sider du har besøkt. Noen føler det som en litt uoversiktlig inntreden i privatlivet, mens andre synes det er helt greit.

Vi er ikke lenger alene om å styre vår kommersielle hverdag. Dette får interessante følger for hvordan du markedsfører din virksomhet. For mange er fremdeles tradisjonelle annonseringskanaler som papiraviser og magasiner viktig å ivareta, men stadig flere ønsker å flytte noe av annonseringstrafikken til digitale, målbare medier. Spørsmålet er hvem som bestemmer? Er du god nok til å sortere ut og målgruppeorientere dine budskap til riktige målgrupper i riktige medier? Og dersom du har bestemt deg for å markedsføre gjennom f.eks. Google Adwords eller Facebook; hva med konverteringen fra en visning til et faktisk salg? Det behøver ikke være så komplisert, men du må foreta noen valg. Gjør du ikke disse aktivitetene, så blir det som å skyte med hagle. Det kan hende du treffer, men du har liten kontroll over treffene.

Det smarteste du gjør, er å analysere hvem du er og for hvem du selger. Vær så klar som mulig, og ikke glem dine kjerneverdier. Hvis du klarer å tydeliggjøre hva du skal si til hvem til hvilken pris, så har du kommet langt. Hvis du attpåtil klarer å ta noen beslutninger på tidspunkt for dine aktiviteter, så er du vei til å treffe riktig. Det handler ofte om tall og verdier, men utrolig nok handler det vel så mye om deg og hva du leverer av innhold.

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