Self-marketing

As a self-marketing , self-marketing or ego marketing all approaches of systematic and deliberate self-marketing are called. This is done by transferring the knowledge of marketing for products or services to your own person . This must be distinguished from public relations , as the latter relates exclusively to company values.

People as a brand

The aim of self-marketing is to establish oneself as a brand personality, because what makes the brands successful in product advertising can also serve to profile oneself.

The concern of self-marketing is not artificial adjustment, but the conscious emphasis on one's own strengths. Every person in their social environment stands for a quality, a skill and the knowledge associated with it. This has to be worked out in the context of self-marketing and underlined more consciously (than before).

Concept development

With the increasing fragmentation of society in the 1980s and 1990s, the self-marketing term based on brand technology and branding was increasingly used in marketing, because a brand creates trust and differentiation at the same time: brands provide orientation in the offer.

The roots of self-marketing can be found in earlier periods:

• So was Dale Carnegie active with his training as early as the turn of the 20th century.
• Adolph Freiherr Knigge reflected on his abilities and the knowledge gained from them in his book On Dealing with People . He used his ability to network people in a targeted manner as part of his club activities .

elements

Elements of self-marketing are all signs that increase the recognition value and underline a continuity in personality. This includes:

• Recognizable style elements in correspondence (such as greetings such as sunny greetings , friendly greetings from the Bergisch ... etc. - Adolph Freiherr Knigge created the most famous greeting with Alles wird gut , which he always put under his personal correspondence), colors and shapes, accessories ( e.g. striking glasses), manners, gestures, facial expressions
• Traces in the public (today especially on the internet)

The communication for the purposes of personal communication policy has a special significance for the self-marketing: through networks to private and business contacts can multipliers are obtained, which recognize the unique characteristics of the person and carry on.

Online reputation management (ORM)

In the meantime, service providers and services related to the topic of online reputation have established themselves. These offer private individuals manual or automated monitoring of the Internet as well as the deletion of negative web entries, which can actively influence their own image on the Internet. A professional online reputation management should consist of preventive measures in order to be able to avoid reputation problems from the outset. In addition, it should be noted that online reputation management is not about creating a mood, but about forming an opinion. This is achieved by creating a sound foundation, adapted to the new media.

As a result of the developments in social networks on the Internet , inexperienced Internet users in particular reveal a lot of information about themselves in supposedly "private" rounds on the Internet. This makes managing your own online reputation relevant not only for well-known personalities, but also for people in application situations, among other things.

According to a study by the Federal Association of German Management Consultants from 2007, around a third of all HR professionals check the traces of an applicant on the Internet. Nevertheless, according to current studies, the majority of Internet users do not yet care about their own reputation on the Internet. According to a survey conducted by the Yasni people search engine in 2009, around 40 percent of German-speaking Internet users actively do self-marketing.

See also

• Impression management
• Self management
• Personal branding
• Spin Doctor

literature

• Dale Carnegie : How to win friends , Munich 1949, reprint 2004. ISBN 3426777525
• Klaus Eck : Internet career trap. Manage your online reputation before others do , Munich 2008, ISBN 3446416285
• Dieter Herbst : The human being as a brand , Göttingen 2003. ISBN 3934424058
• Conrad Seidl , Werner Beutelmeyer: The brand ICH , Vienna 1999, 2nd edition 2003. ISBN 3832310126
• Hans Dieter Mummenday: Psychology of self-expression. Göttingen / Bern / Toronto / Seattle 1995, ISBN 3-8017-0709-1
• Christian Scherg: Character assassination on the Internet - How companies, institutions and private individuals can defend themselves , Berlin 2011, ambition Verlag, ISBN 978-3-942821-01-8
• Dirk Hoenerbach: Personality-PR: From face to brand , Saarbrücken 2007, ISBN 978-3836430586

Individual evidence

1. ↑ Christian Scherg: Character assassination on the Internet - How companies, institutions and private individuals can defend themselves , p. 11, Berlin 2011, ambition Verlag, ISBN 978-3-942821-01-8
2. ↑ Christian Scherg: Character assassination on the Internet - How companies, institutions and private individuals can defend themselves , p. 16, Berlin 2011, ambition Verlag, ISBN 978-3-942821-01-8
3. ↑ Most people don't care about their good reputation - still!