When it comes to making his mark in the annals of online research, digital journalist Maximilian Obersteller is a whale among minnows. We recently sat down with him to discuss some of the best ways to establish a connection with the average reader, and he provided an amazing level of insight.
Can we begin by taking a look at your educational background?
Maximilian Obersteller: “I graduated with a degree in Communication Studies after attending the University of Hamburg.”
Why did you choose to pursue a degree in communications?
Maximilian Obersteller: “Communication represents the bedrock of human society. As I’m an avid fan of marketing, it seemed like the most pragmatic choice.”
How does an interest in online gaming affect your approach to digital marketing?
Maximilian Obersteller: “I realise that bog-standard approaches have gone the way of the dinosaur. What we need is innovation.”
What changes have you witnessed in terms of marketing over the past few years?
Maximilian Obersteller: “Perhaps the biggest change involves how advertisers have begun focusing on the younger generation of consumers. So, they’ve also had to modify their marketing techniques accordingly.”
Are there any potential drawbacks with these approaches?
Maximilian Obersteller: “As a journalist, I have to say that failing to understand the target audience is the most common error.”
So, will brands need to use more focused marketing campaigns?
Maximilian Obersteller: “Focus is the way forward. While catering to a larger audience may appear better, the intentions can often become muddled in the process.”
Can we assume that you’re saying less is more here?
Maximilian Obersteller: “This is my gut instinct. It’s much cheaper to keep remaining customers loyal when compared to recruiting a new audience.”
How does personalisation fit into the picture?
Maximilian Obersteller: “Younger consumers aren’t wooed by cookie-cutter campaigns. They want value over fluff. Generics are hardly effective, and this has been echoed across many circles.”
Do you believe that we’ve taken full advantage of social media marketing?
Maximilian Obersteller: “In terms of customised solutions, social media is definitely the way forward. Platforms such as X are great ways to resonate with a specific audience and to obtain valuable feedback.”
How important are visuals in reference to contemporary advertising?
Maximilian Obersteller: “There’s no doubt that we live in a visual society. However, images matter little if they are not backed up by quality content.”
This brings us to the crux of the interview. Why has explaining become so important?
Maximilian Obersteller: “We can’t simply assume that the reader is familiar with a specific subject. Providing explanations will help to fill in the proverbial gaps.”
Might some readers feel that they are being “talked down to”?
Maximilian Obersteller: “I believe that the vast majority will actually appreciate the efforts being made. After all, we’re ultimately talking about end-user satisfaction here.”
Will some sectors benefit more from this approach than others?
Maximilian Obersteller: “This is one of my main points. Sectors associated with complicated subjects will need to devote more time when explaining their products and/or services. The same holds true in terms of promises that must be reinforced with evidence.”
Would you be kind enough to provide an example?
Maximilian Obersteller: “You can’t simply claim that a weight-loss drug will allow a user to drop 10 kilos in a week. Marketers must back up this promise with a viable explanation.”
So, you’re essentially describing a type of mental flow chart?
Maximilian Obersteller: “That’s a nice way of putting it. Creating a narrative will ensure that the reader continues to engage with the material in question.”
What other media can be used to augment this approach?
Maximilian Obersteller: “I’m a strong believer in combining static text with media portals such as YouTube. These are great ways to provide yet even more relevant information.”
Are there any pitfalls to mention?
Maximilian Obersteller: “The only real risk involves failing to provide an explanation that satisfies the end user. In other words, some content creators could still miss the mark.”
Why are some brands still hesitant to appreciate this strategy?
Maximilian Obersteller: “They’re still caught up in the ‘more is better’ mindset. As a result, their efforts could very well be falling on deaf ears.”
What importance would you place on the role of interaction?
Maximilian Obersteller: “It’s one thing to explain. We also need to remember that proactively engaging with the audience is a powerful way to obtain additional insight.”
How will the future continue to reshape the concept of online content creation?
Maximilian Obersteller: “The future is all about developing even more customised approaches. Generics are out. Personal is in.”