How to earn media attention without becoming fake news

Dr. Laura Sophie Dornheim, Head of Communications at Eyeo & Adblock Plus from Germany, entertained an interesting session about “Story Mis-telling & How Not to Become Fake News”.

 

Avoiding fake news

Her advice for marketers is straightforward:

  1. Be honest. Don’t give in to the impulse of using clickbait headlines. Tell a true story, and base your story on facts, even if this means getting a few clicks less. Don’t give in to the rat race for the catchiest headline.
  2. Be very transparent, don’t trick people, and label things clearly. In advertising, be sure to mention your name so people know the source of information. If people find out afterwards that they have been tricked, they will be angry.
  3. Be relevant, and have people contribute to the story.

Dornheim explained one situation in which a Macedonian teenager registered over 200 websites and began publishing fake news stories in the run-up to the American presidential election. His sensational stories were spreading easily in Facebook groups and on other social media. He soon became rich, courtesy of the high number of page views that became attractive to advertisers. He benefited from the system of online advertising that gives little scrutiny to the truth of news. He had no particular intention of manipulating an election, but rather saw himself as a clever entrepreneur earning fast money.

The tide is turning, however; as increasing numbers of people install ad blockers. Many consumers are fed up with the obtrusive ads that often cross their screens. In the age of ad blocking and fake news, online retailers will have to be vigilant about creating relevant, unassuming advertising.

Dr. Dornheim added that the General Data Protection Regulation (GDPR), which will enter into force at the end of May, will reshape the landscape of online advertisements because it will reduce the players and platforms in between the publisher and the end site. She advised the use of acceptable, unobtrusive ads and the promotion of products in an honest and sustainable way. Instead of trying to reach a lot of users, marketers should target the right people for which the ads are intended.

Give unconditional love in order to receive it

Founder of Tenzing and Ex-Head of Marketing for Red Bull Europe, Huib Van Bockel, who was voted in the top 100 marketing leaders in the world, held a keynote speech titled “How to cut through & engage in the hyper connected and cluttered world,” in which he confirmed that people install pop-up blockers when they feel targeted. He explained that customers have no trust in digital and text ads, whereas they trust recommendations from people they know. Consumers decide very quickly whether or not to engage with an ad, spending mere seconds in choosing whether to click or keep scrolling. We are now living in the swipe generation, in which marketing has become akin to Tinder.

When asked how this problem could be circumvented, Mr. Van Bockel explained that the key is not to be on social media but to be social. To prove his point, he refers to the book “The Art of Loving” from 1956 by Erich Fromm. This psychoanalyst and social philosopher stipulated that when it comes to love, we ask ourselves how we can make other people love us, whereas we should be asking how we can grow our own ability to love others. Similarly, brands should constantly be asking how they can make consumers more satisfied.

As a practical example, Tesla owners often spread the word about their car model of choice. Because Tesla is beloved by its users, owners often encourage their friends to buy its products. As a consequence, Tesla does not have to divert its finances to advertising because the product information travels by worth of mouth.

Jeff Bezos, the founder of Amazon, was once quoted saying, “Advertising is the price you pay for an unremarkable product.” Therefore, it is important to not just focus on creating TV, radio and pop-up ads, because these alone will not garner customer loyalty. Customer loyalty comes from trust, which turns into earned media and potentially sales. Trust cannot be earned without a level of transparency about the product you are selling, and a commitment to serve your customers as best as you can.

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Synopsis

Français

Comment obtenir l’attention des médias sans entrer dans le cercle vicieux de la désinformation et de l’intox ?

Le Dr. Laura Sophie Dornheim, chargée de communication chez Eyeo et Adblock Plus en Allemagne, a animé une session très intéressante sur « Le mauvais storytelling & Comment ne pas devenir pourvoyeur de fakes news ».

Ses conseils pour les spécialistes du marketing sont simples : Tout d’abord, soyez honnêtes et ne cédez à la tentation des titres racoleurs ou des « pièges à clics ». Deuxièmement, faites preuve d’une transparence totale et nommez clairement les produits. Enfin, soyez pertinents et laissez les consommateurs contribuer à l’histoire.

De plus en plus de gens installent des bloqueurs de publicité sur leurs appareils connectés. Beaucoup en ont en effet assez de ces publicités intrusives qui envahissent les écrans. En cette ère de « fake news » et de bloqueurs de pub, les vendeurs en ligne doivent faire attention à créer des publicités pertinentes et humbles.

Le Dr. Dornheim a ajouté que le Règlement général sur la protection des données (RGPD), qui entre en vigueur fin mai, va rebattre les cartes en matière de publicité en ligne, en réduisant le nombre de plateformes et d’intervenants entre les éditeurs de jeux et les sites finaux. Elle a recommandé l’utilisation de publicités acceptables et non intrusives, et une promotion de produits réalisée de façon honnête et durable. Plutôt que d’essayer d’atteindre une grande partie du public, les annonceurs doivent cibler l’audience spécifique visée par leurs publicités.

Les consommateurs ont tendance à se méfier des publicités numériques ou textuelles, alors qu’ils prennent en compte les recommandations de gens qu’ils connaissent. En général, ils décident très rapidement (quelques secondes à peine) s’ils vont cliquer sur une publicité ou continuer à faire défiler la page qu’ils sont en train de consulter.

Español

Cómo ganarse la atención de los medios sin convertirse en fake news

La Dra. Laura Sophie Dornheim, jefa de comunicaciones de Eyeo & Adblock Plus de Alemania, llevó a cabo una interesante sesión sobre “Malos cuentacuentos y cómo no convertirse en fake news”.

Su consejo para los profesionales del marketing es claro: primero, ser honestos y no ceder al impulso de usar titulares anzuelo. Segundo, ser muy transparente y etiquetar las cosas con claridad. Por último, contar cosas relevantes y hacer que la gente participe en la historia.

En el mundo actual, hay cada vez más gente que bloquea los anuncios. Muchos consumidores están hartos de los anuncios invasivos que a menudo aparecen por sus pantallas. En la era del bloqueo de anuncios y de las fake news, los profesionales del marketing online deberán estar alerta para crear anuncios relevantes y modestos.

La Dra. Dornheim añadió que el Reglamento general de protección de datos (General Data Protection Regulation, GDPR), que entrará en vigor a finales de mayo, redefinirá el panorama de los anuncios en las redes porque reducirá el número de intermediarios y plataformas entre el publicador y la página web final. Recomendó el uso de anuncios aceptables y no invasivos y la promoción de productos de un modo honesto y sostenible. En lugar de intentar llegar a muchos usuarios, los profesionales del marketing deberían dirigirse a las personas para las cuales están pensadas los anuncios.

Los consumidores no se inclinan a confiar en los anuncios digitales o textuales, mientras que sí confían en recomendaciones de gente que conocen. Generalmente, la gente decide muy rápido si fijarse o no en un anuncio, dedicando meros segundos a escoger si hacer clic o pasar de largo.

Deutsch

Das Interesse der Medien wecken, ohne Fake News zu fabrizieren

Dr. Laura Sophie Dornheim, Head of Communications bei Eyeo & Adblock Plus in Deutschland, präsentierte einen interessanten Vortrag zum Thema „Unlauteres Storytelling: So vermeiden Sie es, Fake News zu produzieren“.

Sie gibt Marketingspezialisten einige einfache Ratschläge: Erstens: Seien Sie aufrichtig und geben Sie dem Reiz sensationsheischender Schlagzeilen nicht nach. Zweitens: Seien Sie transparent und benennen Sie Inhalte eindeutig. Drittens: Seien Sie relevant und binden Sie Kunden in ihre Geschichte ein.

Heutzutage verwenden immer mehr Menschen Ad Blocker. Viele Verbraucher haben aufdringliche Werbeanzeigen satt, die ungefragt auf ihrem Bildschirm auftauchen. In Zeitalter von Ad Blockern und Fake News ist es für Online-Einzelhändler also besonders wichtig, relevant und unprätentiös zu werben.

Dr. Dornheim wies zudem darauf hin, dass die Ende Mai in Kraft tretende Datenschutz-Grundverordnung (DSGVO) das Online-Marketing in seinen Grundfesten erschüttern wird, weil die Anzahl von Akteuren und Plattformen zwischen Publisher und Zielsite drastisch reduziert wird. Sie empfahl, schlichte, unaufdringliche Werbeanzeigen zu verwenden und Produkte ehrlich und nachhaltig zu bewerben. Marketingspezialisten sollten davon absehen, möglichst viele Benutzer zu erreichen, und stattdessen ein eng umrissenes Zielpublikum ins Visier nehmen.

Verbraucher vertrauen digitalen und Print-Anzeigen generell nicht, den Empfehlungen von Bekannten dagegen umso mehr. Menschen entscheiden sich allgemein in Sekundenschnelle, ob sie sich für eine Anzeige interessieren oder ob sie weiterscrollen.

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