Navigating the information overload

The classic forms of communication with the customer are working less and less. Even innovative approaches such as content marketing quickly reach their limits, because the range of content on offer is increasing unceasingly, while the receptiveness of the addressed target groups remains the same. The filter bubbles on platforms and in social networks further exacerbate the problem. Kerstin Hoffmann's book aims to show a way out of this situation. Her not-so-new suggestion is to develop employees into brand ambassadors for the company. As independent personal brands, they should attract their own followers and become opinion leaders in their communities. The author uses the image of the pilot in the flood of information. She explains her concept in somewhat tedious detail. What is striking is that privacy and employee participation are particularly important topics in Germany. Unfortunately, the author only points out their potential for conflict without going into depth. getAbstract recommends this nevertheless stimulating book to all digital strategists and communications professionals, especially managing directors and marketing managers in small and medium-sized businesses.getAbstract rating: 6Practibility: 7Innovation level: 7Style: 5

Publisher: Haufe VerlagPublication Year: 2017Pages: 224ISBN: 9783648087817