Entdecken

Manipulationsvermeidung, Nudges, Button-Texte, inklusives Marketing: Beim ethischen Marketing geht's immer um Augenhöhe.

Ethisches Marketing ermöglicht allen, dein und euer Marketing vollwertig zu erleben – ohne Bevormundung oder Barrieren aufgrund von Behinderung, Geschlecht, Herkunft oder sexueller Orientierung.

Ganz klar: Das klappt nur, wenn du dein Publikum gut einschätzen kannst. Deshalb ist auch Publikumsforschung eine Frage des Respekts. Wie du ethisch forschst, ist also ebenfalls Teil dieses Kapitels.

Nach dem Lesen des neuen Kapitels kannst du:

⭐ zwischen effektivem Marketing und Manipulation unterscheiden und dein/euer eigenes Marketing entsprechend einordnen

⭐ Publikumsforschung nutzen, um Kund*innen respektvoll anzuziehen und dauerhaft zu binden – ohne sie zum Kauf drängen zu müssen

⭐ sprachliche, mentale, technische und designbedingte Barrieren vermeiden und so dein/euer Marketing inklusiver gestalten

⭐ eure Calls-to-Action so effektiv wie ethisch einsetzen.

Hier geht's zum neuen Kapitel: https://ethischesmarketing.jetzt/Kapitel-2-%E2%80%93-Respekt-ist-unsere-Aufgabe/Respekt-ist-unsere-Aufgabe

Wie immer freuen Holger Schueler  und ich uns auf Feedback, Rückfragen, Erfahrungen und interessante Gedanken zum Thema „ethisches Marketing“.

To launch our MVP, we – TUMMLE – seek professional support for online marketing, initially on a limited scale and for the limited MVP timeframe of 6-8 weeks, starting ASAP. Upon successful MVP launch, the support/ collaboration may be continued and possibly turn into official employment (CMO/CSO perspective depending on the role-competency-match) once funding has been secured.

In terms of “testing the market”, we aim at generating only a limited number of leads (via a simple Preferences & Availabilities form on our website) with the MVP, using a very limited budget for ad placement respectively.

Target group (leads):

MVP launch is geographically limited to the city of Frankfurt am Main (and directly adjacent suburbs). Hence, all marketing material must be in German(!). Lead generation and the sought support respectively are focused on the jobseeker side only (no employers). Since TUMMLE connects jobseekers and employers specifically (and only) in the segment of part-time and seasonal work (lower skill, lower education), the target group of jobseekers is predominantly young people/ students aged 16-28. Industry wise, the job scope of the MVP is limited to hospitality/ gastronomy staff and retail assistants.

Target outcomes:

• 2-3 launch cycles/ sprints for ad placement (within 6-8 weeks; each cycle lasting 1-2 weeks)
• Generation of ca. 50 leads per launch cycle
• Results summary (focus on user acquisition cost)

The test budget for paid marketing (ad placement) will be limited to ca. € 300-500 per launch cycle.

Targeted Support Activity – PREPARATION

1.      Set up social media profiles, including 2-3 initial posts (can be the same across platforms)

          a.      Meta (IG, FB)

          b.      LinkedIn (profile already existing, but not set up/ no content)

2.      Basic optimization for SEO

3.      Enabling of marketing success/ conversion rate analysis via google analytics (from ad placement to submittal of jobseeker Preferences & Availabilities form on our website)

Targeted Support Activity – MARKETING OPERATIONS

4.      Organic: via social media targeting jobseekers: 2-3 posts per week

5.      Inorganic: ad development and placement (performance marketing) on Instagram only

6.      Inorganic: Google ads marketing (?)

Open to apply your expertise for TUMMLE? Then get in touch! Your contact: [email protected]