Der best4 BRANDS Report 2020 – GIK-Forscherin Andrea Treffenstädt im Interview

Kerstin Walkert
Kerstin Walker, veröffentlicht am 11. November 2020
Manager Corporate Communications / redaktionelle Leitung Bauer Media Blog

Immer mehr Konsument*innen fragen vor dem Kauf nach der „Haltung einer Marke“. Verantwortungsvolles Handeln und konkrete Stellungnahmen zu aktuellen Geschehnissen oder gesellschaftsrelevanten Themen sind wichtiger denn je. Auch sind Emotionen unverzichtbar, wenn es darum geht, Menschen für Marken zu begeistern und Konsument*innen an Marken zu binden. Auf welche weiteren Trendfaktoren müssen Unternehmen setzen? Und wie bleiben Marken in Zukunft relevant? Der best4 BRANDS Report 2020 liefert Antworten, damit Marketingentscheider*innen auf Kunden- und Agenturseite die Bedürfnisse der Verbraucher*innen verstehen. Mehr dazu erzählt Andrea Treffenstädt, Research & Consulting bei Bauer Media, im Video-Interview.

Andrea Treffenstädt im Interview zum best4 BRANDS Report der GIK

Die Medienhäuser Axel Springer, Bauer Media Group, Funke Mediengruppe, Gruner + Jahr und Hubert Burda Media haben sich vor rund acht Jahren unter dem Dach der GIK, der Gesellschaft für integrierte Kommunikationsforschung, zusammengeschlossen. Die GIK betreibt die Marktmediastudien best for planning (b4p) und best for tracking (b4t) und hat vor Kurzem den best4 BRANDS Report 2020 veröffentlicht.

Andrea Treffenstädt, Research & Consulting bei Bauer Media, hat den 45-Seiten umfassenden Report in Zusammenarbeit mit forsa entwickelt. Der best4 BRANDS Report 2020 liefert sowohl Marketingentscheider*innen als auch Businesspartner*innen und Kolleg*innen in den Redaktionen wertvolle Informationen.

Der Best4 BRANDS Report 2020 zeigt faktisch fundiert auf, mit welchen Trendfaktoren Marken auch in Zukunft bei ihren Zielgruppen relevant bleiben. Stellvertretend lässt sich das anhand von drei der insgesamt acht Faktoren zusammenfassen: Customer Centricity, Storytelling und Touchpoint Planning. Nur wer Zielgruppenbedürfnisse wirklich versteht, wem es gelingt, mit seinen Botschaften echte Emotionen zu erzeugen und dies maximal wirksam in den passgenauen Umfeldern tut, wird langfristig Erfolg mit seinen Marken haben! Best4 BRANDS ist daher essenziell für alle, die die vielschichtige Beziehung zwischen Marken und ihren Kunden verstehen wollen.

Rolf Gagelmann, Head of Market Research Editorial & ADVANCE für das deutsche Publishing-Geschäft der Bauer Media Group.

Hier können Sie den best4 BRANDS Report 2020 herunterladen.

Der best4 BRANDS Report beleuchtet acht ausgewählte Indikatoren, die für die Zukunftsfähigkeit von Marken entscheidend sind: Neben Purpose / Responsibility sind dies Customer Centricity, Touchpoint Management, Emotionalisierung / Storytelling, Brand Safety, Loyalty, Voicification und Influencer Marketing.

Um diese Faktoren zu beleuchten, hat die GIK im März und April dieses Jahres von forsa eine Umfrage unter 300 Top-Marketingentscheider*innen durchführen lassen. Neben dieser Expert*innen-Bewertung beleuchtet die GIK die Faktoren auf Grundlage des Datenschatzes in ihren Markt-Media-Studien best for planning (b4p) und best for tracking (b4t) sowie den Adhoc-Studien von best for planning trends. Die Studien gehen bei ihrer Auswertung in die Tiefe und ermöglichen so eine Verbindung der Marken- und Konsument*innensicht – ganz im Sinne der GIK-Philosophie, mit qualifizierten Daten in der Kommunikationsforschung und mit exzellenten Editorial Media-Umfeldern Marken nachhaltig stark zu machen.

Das Video-Interview mit Andrea Treffenstädt haben wir via Teams aufgezeichnet. Wenden Sie sich bei Fragen an Kerstin Walker, Redaktionsleitung des Bauer Media Blogs.

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