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Fazit: Gestalten statt abwarten

In: Data-driven Live-Marketing

Author

Listed:
  • Colja M. Dams

    (VOK DAMS Events GmbH)

Abstract

ZusammenfassungLive-Kommunikation ist der Ursprung von Kommunikation. Bevor Botschaften skaliert, automatisiert und in immer größere Reichweiten übersetzt wurden, entstanden Bedeutung, Vertrauen und Entscheidung in der direkten Begegnung. Menschen trafen auf Menschen, Marken wurden erlebbar, Haltung wurde sichtbar. Diese Qualität ist bis heute unverändert und gerade deshalb aktueller denn je. Denn je stärker Kommunikation digitalisiert, fragmentiert und beschleunigt wird, desto größer wird die Bedeutung der wenigen Momente, in denen echte Aufmerksamkeit entsteht. Live-Erlebnisse bündeln Wahrnehmung, schaffen Kontext und ermöglichen Resonanz. Was hier geschieht, prägt Entscheidungen häufig nachhaltiger als jede noch so ausgefeilte Kampagne.

Suggested Citation

  • Colja M. Dams, 2026. "Fazit: Gestalten statt abwarten," Springer Books, in: Data-driven Live-Marketing, chapter 6, pages 121-125, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-52062-5_6
    DOI: 10.1007/978-3-658-52062-5_6
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