Virales Marketing (c) by Apple?

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Jan
25

Verfolgt man den derzeitigen Rummel um die von Apple angekündigte Präsentation am 27. Januar könnte man meinen, das virale Marketing wäre von Apple erfunden oder zumindest zur Perfektion entwickelt worden.

Was ist virales Marketing?

Unter viralem Marketing versteht man die Nutzung von sozialen Medien und Netzwerken zur Verbreitung von Informationen über ein Produkt, eine Dienstleistung oder ein Ereignis (s. Wikipedia). Man könnte virales Marketing mit Mund-zu-Mund Propaganda vergleichen. Allerdings werden die Verbreiter der Information beim viralen Marketing ähnlich einem Virus zur Verbreitung "genutzt".

Wie so etwas funktioniert, kann man derzeit bei dem Gerücht um ein Apple Tablet sehr gut sehen. Über Blogs und "gut informierte Kreise" wird das Gerücht in die Welt gesetzt, dass Apple in 2010 ein neues Gerät vorstellen wird. Der Tablet Rechner soll als eBook Reader genutzt werden können. Aber auch die Verwendung als "Couch PC" ist möglich. Die Gerüchte mischen sich mit den Wünschen der Blogger und Verbreiter und schon spricht die ganze Welt über das von Apple noch nicht einmal offiziell bestätigte Gerücht / Produkt.

Kleine Aktionen halten die Kampagne am Laufen

Den bisherigen Höhepunkt erreicht die Welle Anfang letzter Woche, als die erste offizielle Meldung von Apple zu hören ist. Per eMail lädt Apple zu einer Veranstaltung am 27.01.2010 in der sich die Welt das nächste Produkt von Apple ansehen soll. Mehr Informationen gibt es in der Einladung nicht. Aber schon wird im Internet die Einladungs eMail "zerlegt". Was hat es mit der Gestaltung der eMail genau auf sich? Für was stehen die farbigen Flächen? Die Diskussion um das Produkt wird weiter am Kochen gehalten.

Rechnet man sich aus, was Apple bisher für die Diskussion um sein imagineres Produkt hat investieren müssen, erscheint jedes Marketing Budget hierzulande als Monster.

Schwer zu kontrollieren

Sicherlich kann nicht jeder so filigran auf dem Klavier des viralen Marketings spielen. Nicht mit jedem Produkt kann eine derartige Kampagne durchgeführt werden. Auch besteht die Gefahr, dass sich die Kampagne zum Selbstläufer entwickelt. Einmal in Gang gesetzt, kann man den Verlauf der Kampagne nicht oder nur noch sehr schwer steuern. Sicherlich ein Grund, warum die wenigsten Firmen auf diese Möglichkeit setzen. Bei Apple kommt noch hinzu, dass die Käufer von Apple Produkten das Unternehmen fast schon verehren und sehr eng mit dem Unternehmen verbunden sind.

Mit meinem Blog leiste ich selbst einen weiteren - wenn auch winzigen - Baustein zum Marketing von Apple. Man sieht also, dass niemand vor diesem Virus gefeit ist.