Although Maximilian Obersteller may sometimes be considered to represent the “new kid on the block” when it comes to digital journalism, he boasts the insight of a seasoned veteran. He also has a great deal to say about how content creators must offer more credibility than ever before; especially when discussing the online gaming industry. What’s the problem with muddled campaigns, and how can providers adopt a greater degree of transparency? We recently participated in a round table discussion with Mr. Obersteller, and a summary of this session appears below.
Keeping the bells and whistles at bay
Maximilian Obersteller is no stranger to scholarly research, and he has already penned a number of papers devoted to the impact of online entertainment. However, we need to remember that his background in journalism provides him with a unique perspective when it comes to effective marketing techniques. This is when he begins to diverge from the mainstream crowd.
“Many marketers have become mired in the concept of viral advertising,” he begins. “They’re under the impression that snappy headlines alone will garner the most attention. The problem here is that these approaches often lack credibility. Consumers are becoming aware of these techniques, and they’re looking for more than attention-grabbing syntax.”
He goes on to point out that the younger generation is much less likely to be entranced by lofty promises. This is particularly the case when referring to Generation Z; a demographic partially defined by its ability to see through sugar-coated headlines. They want more tangibility, and superlatives hardly make the grade.
Building a strong foundation
Maximilian Oberstepper is not talking out of his hat here. Not only does he possess a degree in Communication Studies from the University of Hamburg, but he has been actively involved in the digital journalism community for over 12 years. In other words, he has witnessed many changes within the world of online marketing. Unfortunately, not all of these are positive.
“I recently posted an opt-in questionnaire on my X profile,” he explains. “I asked my followers to name a single frustration they had with the online advertising ecosystem. More than 70 per cent replied that hollow promises were their main gripe.”
Although he stresses that this is not a surprise, he also points out that the sheer number who cited dubious marketing techniques illustrated the current state of affairs. Consumers are now more educated than ever before, and they will no longer be wooed by flashy syntax. Advertising specialists need to resonate with the core values of their target audience; requiring an approach that harks back to the traditional days of marketing.
All about the details
Considering the fact that we live in times partially defined by eye-catching headlines, how can companies remain ahead of the competition while still managing to establish an organic connection with their followers? Maximilian Obersteller believes that the best way forward involves developing a strategy not entirely different from the steps associated with the scientific method. These include:
- Identifying the topic
- Performing research
- Collecting data
- Beta testing with an audience sample
- Interpreting the results
However, he also points out that the fast-paced nature of the digital marketing community often requires articles to be “churned out” faster than the steps above can accommodate. This ultimately results in a watered-down piece that lacks credibility.
The best of both worlds?
Is there any way to bridge the gap highlighted above? Maximilian Obersteller believes so.
“Although you should never take any shortcuts when it comes to adopting the appropriate research methodology, it’s still possible to streamline the process. This always involves knowing the audience in question. Assuming that these demographic markers don’t change, they can just as easily be consulted when curating future campaigns. In other words, performing leg work in advance pays off from a long-term perspective.”
He nonetheless understands that these recommendations are easier said than done; especially when referring to a digital marketing specialist who may already be governed by tight deadlines. This is also why Maximilian Obersteller will soon be releasing a series of videos on his YouTube channel discussing a handful of clever advertising hacks that can be used to expedite the process.
Still, the primary takeaway point is clear. Consumers are no longer dazzled by headlines alone. There must be substance behind the glitz of wordy phrases. Companies capable of appreciating this fact are more likely to capture the attention of their audience, and to enjoy long-term success within such a dynamic sector.
