{"id":779,"date":"2018-11-29T13:18:37","date_gmt":"2018-11-29T12:18:37","guid":{"rendered":"https:\/\/express-as.dk\/?p=779"},"modified":"2021-05-10T09:20:40","modified_gmt":"2021-05-10T07:20:40","slug":"modtageraktivisme-med-klister","status":"publish","type":"post","link":"https:\/\/www.express.dk\/da\/modtageraktivisme-med-klister\/","title":{"rendered":"MODTAGERAKTIVISME MED KLISTER"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.9.4&#8243; _module_preset=&#8221;default&#8221;][et_pb_row _builder_version=&#8221;4.9.4&#8243; _module_preset=&#8221;default&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.9.4&#8243; _module_preset=&#8221;default&#8221;][et_pb_text _builder_version=&#8221;4.9.4&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p><strong>Forst\u00e5else og indsigt i faktisk adf\u00e6rd er altid n\u00f8glen til den mest effektive og relevante kundekommunikation. En \u00e6ndring har (gen)\u00e5bnet et stort potentiale.<\/strong><\/p>\n<p>Print er old school, og fremtiden ligger i det digitale. Det har v\u00e6ret trenden og forudsigelserne igennem en \u00e5rr\u00e6kke. Men m\u00e5ske m\u00e5 denne sandhed underkastes en revision. S\u00e6rligt hvis man vil f\u00f8lge kunderne og ikke bare str\u00f8mmen.<\/p>\n<p><b><\/b><\/p>\n<p><b>Old School. New School.<\/b><\/p>\n<p>Jeg har tidligere skrevet om den<span>\u00a0<\/span><a href=\"https:\/\/express-as.dk\/den-perfekte-storm-har-blaest-print-dm-tilbage-i-fokus\/\">Perfekte Storm<\/a>, der har ramt digital kommunikation, og som n\u00f8dvendigg\u00f8r st\u00f8rre spredning over flere formater og dermed \u00f8get inddragelse af printmedier.\u00a0Det var en lidt dyster blog. Den Perfekte Storm er hverken god for kommercielle akt\u00f8rer, kommunikat\u00f8rer eller kunder.<span class=\"Apple-converted-space\">\u00a0<\/span>Heldigvis er det hele dog ikke s\u00e5 dystert.<span class=\"Apple-converted-space\">\u00a0<\/span>Der er ogs\u00e5 positive, sp\u00e6ndende og n\u00e6sten overraskende udviklingstrends i gang.<\/p>\n<p>Eksperter i trends og mode ville dog n\u00e6ppe acceptere, at det skulle v\u00e6re overraskende. Mode og trends har historisk altid udviklet sig cyklisk; hvor det, der er<span>\u00a0<\/span><b><i>in<\/i><\/b><span>\u00a0<\/span>den ene dag, er<span>\u00a0<\/span><b><i>yt<\/i><\/b><span>\u00a0<\/span>den n\u00e6ste, og tendenser vender tilbage med helt forudsigelige intervaller.\u00a0Det g\u00e6lder damesko og dagligvarer.\u00a0Og DM.<\/p>\n<p>Den voldsomme hype omkring digitalisering har nemlig haft den m\u00e5ske forudsigelige konsekvens, at det fysiske brev nu er blevet en sj\u00e6lden, eksklusiv og derfor lukrativ kommunikationsform.<span class=\"Apple-converted-space\">\u00a0<\/span>Hvor indbakken er fyldt til bristepunktet med u\u00e5bnede mails, er den fysiske postkasse som regel gabende tom. Med undtagelse af en enkelt flyer fra det lokale pizzeria.<\/p>\n<p><b><\/b><\/p>\n<p><b>Modtageraktivisme: Nej tak til st\u00f8j!<\/b><\/p>\n<p>De tomme postkasser er helt i overensstemmelse med bestr\u00e6belserne \u2013 b\u00e5de fra det offentlige og private \u2013 p\u00e5 at digitalisere al kommunikation.<span class=\"Apple-converted-space\">\u00a0<\/span>Men der er ogs\u00e5 en anden grund.\u00a0Den moderne forbruger er ikke alene kritisk. I en overv\u00e6ldende informationsstr\u00f8m har den moderne forbruger erkendt sin rolle som<span>\u00a0<\/span><i>modtager<\/i>, og denne er b\u00e5de selektiv og<span>\u00a0<\/span><i>aktivistisk<\/i>.<span class=\"Apple-converted-space\">\u00a0<\/span>Det tydeligste eksempel p\u00e5 dette er det lille<span>\u00a0<\/span><i>\u2019Reklamer nej tak<\/i><span>\u00a0<\/span>\u2019-klisterm\u00e6rkes popularitet.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Over halvdelen af danske postkasser har klisterm\u00e6rket, der afviser alt materiale uden adresse. Den moderne forbruger vil selv bestemme, hvilken information vedkommende modtager, og alt, der ikke opfattes som relevant og m\u00e5lrettet, bliver afvist p\u00e5 forh\u00e5nd som irriterende st\u00f8j.<span class=\"Apple-converted-space\">\u00a0<\/span>S\u00e5ledes har den m\u00e5lrettede, individualiserede kundekommunikation p\u00e5 print f\u00e5et en helt central plads i den kommercielle akt\u00f8rs v\u00e6rkt\u00f8jskasse til effektiv kundekommunikation.\u00a0Med en gennemarbejdet og n\u00f8je tilpasset proces til udarbejdelse af individualiseret indhold, der med brug af big data og en indg\u00e5ende forst\u00e5else af kunderejse og v\u00e6rdik\u00e6de, kan print-DM i dag ikke alene ramme kunden n\u00f8jagtig p\u00e5 det tidspunkt og med de tilbud, der er relevante og efterspurgte.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>I efterd\u00f8nningerne af digitaliseringshypen placerer print-DM sig samtidig i en del af opm\u00e6rksomheds\u00f8konomien, hvor der kun er ganske f\u00e5 konkurrenter. Print-DM opererer s\u00e5ledes i et bl\u00e5t ocean og er desuden t\u00e6t p\u00e5 kundernes faktiske adf\u00e6rd og pr\u00e6ferencer, n\u00e5r det kommer til de kommunikationskanaler, de aktivt s\u00f8ger imod.<\/p>\n<p>I forhold til vurdering af ROI \u00e5bner dette for nogle interessante perspektiver.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Forst\u00e5else og indsigt i faktisk adf\u00e6rd er altid n\u00f8glen til den mest effektive og relevante kundekommunikation. En \u00e6ndring har (gen)\u00e5bnet et stort potentiale.<\/p>\n","protected":false},"author":4,"featured_media":782,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-779","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>MODTAGERAKTIVISME MED KLISTER - Express<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.express.dk\/da\/modtageraktivisme-med-klister\/\" \/>\n<meta property=\"og:locale\" content=\"da_DK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MODTAGERAKTIVISME MED KLISTER - Express\" \/>\n<meta property=\"og:description\" content=\"Forst\u00e5else og indsigt i faktisk adf\u00e6rd er altid n\u00f8glen til den mest effektive og relevante kundekommunikation. 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