Immer wieder kommt die Forderung auf, daß Werbung und Kommunikation kontextueller werden muss. Aber was bedeutet Kontext eigentlich und wie verändern neue Medien den Kontext von Marken und Botschaften.
"Context" in Marketing and Brand-Communicationby Christian Riedel
1. What is "Context" anyway? What does it mean?
2. How do "Context" and relevance of messages correlate?
3. How does Social Media change the "Context" of brand perception?
4. Is "Context" the topic you actually want to discuss? Any other suggestions?
5. Context-Engineer, Meaning Officer, Experience Designer, Storyteller, Chief Cultural Officer - Is the "Context" of our workplace also changing? Which kind of experts are needed in a "context-sensitive agency"? Which part will the planner play?
6. Augmented Reality, the Evernet? How does the ubiquity of digital media change the "Context" of physical spaces (like the POS or an event?)
6.1. The Internet is a space too!
7. Cases: Do you know campains or ads that got their "Context" right?
8. How can "Context" be researched, understood or visualized?
9. Is "Context" plannable?
10. Links, Books or other media on "Context"
11. About this Map
11.1. Developed for: PLANNING BARCAMP Hamburg | 27.08. 2010 @ Good School Hamburg | www.planning-barcamp.de
11.2. Organisation: Christian Riedel | www.creativeglasses.de
11.3. Partner: Account Planning Group Germany, www.apgd.de
