This website is using cookies to ensure you get the best experience possible on our website.
More info: Privacy & Cookies, Imprint
The German media market will continue to change in the coming years, setting new trends that will change the way people consume media. These developments will have an impact on the media industry and its competition.
1. Mobile media:
The mobile Internet is increasingly becoming the preferred platform for media consumption and production. A wide range of applications available on mobile devices enables users to consume media content anytime and anywhere. This development will have an impact on the German media market, as demand for mobile applications will increase while traditional media forms will lose importance.
2. Social media:
Social media platforms will continue to be an important part of the German media market. Social media campaigns and marketing will continue to play an important role in content marketing and can be an effective strategy to reach new customers. Advertisers will also increasingly use social media platforms to promote their products and services.
3. Video-on-demand:
Video-on-demand (VoD) is increasingly becoming an important platform for media consumption. Technological advances mean users can now stream video content on demand. VoD platforms such as Netflix and Amazon Prime Video offer a wide range of content available to users.
4. Data-driven media:
Data-driven media will play an increasingly important role in the media consumption scenario. With the increasing amounts of data available today, media companies will be able to personalize their media content and offer it tailored to users' needs. This will change the way people consume media.
5. Immersive storytelling:
The development of virtual reality (VR) and augmented reality (AR) will take media consumption in a new direction. Immersive storytelling experiences based on VR and AR will allow users to immerse themselves in and connect more deeply with media content. These technologies will change the way people consume media and create new opportunities for media companies.
For many B2B service providers and companies, acquiring new customers is a major challenge. Often, the market environment is very competitive, i.e. there is a multitude of comparable offers and competitors in the respective niche, region or industry. With increasing competitive pressure within the market segment, click prices for online marketing campaigns also rise, resulting in lead costs in the double- or triple-digit euro range.
What is the alternative?
With the help of so-called content marketing, you attract potential prospects and convince them of your offer. This is a marketing strategy that often pays off if you can't compete with the multi-million dollar marketing budgets of international corporations.
What is the alternative?
Collect leads and contact information for later contact
Has the prospect:in moved on your website, you have managed in the optimum case to trigger a direct order. In the vast majority of cases, however, this is not the case and so it is important to at least get the website visitor to at least bookmark your website for a later revisit or to make a request, e.g. to use a demo version, a free consultation or an individual offer.
There are various sources and strategies for generating leads (both as a B2B and as a provider in the end customer business). Basically, a distinction can be made between unpaid (so-called organic) and paid sources of leads, e.g. in the form of Google Ads.
The situation for most companies and providers in the B2B sector is as follows: There is strong competition/stiff competition in the respective niche, high click prices, escalating marketing budgets as well as ad campaigns that do not work. The downward spiral of ever increasing costs with ever poorer conversion rates is supposed to be stopped with a further increase in the marketing budget - which often enough fails.
But what is the alternative to expensive online marketing?
With the help of so-called content marketing, you provide potential prospects and customers with free knowledge with added value and thus create trust. The goal is that the customers in spé deal longer with your offer and do not leave your website after a few seconds, but click through your website. The more articles, i.e. content, you provide on your website, the more this testifies to competence in your respective field and will increase the likelihood of a purchase.
In the best case, you manage to get interested parties to sign up for your newsletter, for example, to be informed about future discount promotions, make an inquiry via contact form or phone. It is important to obtain their consent to be contacted in order to be able to contact them in the future in the so-called follow-up process and to convert them into customers in the long term. After all, the majority of B2B customers only buy after the second, third or fourth contact. Here, it is also important to understand the so-called sales cycle in the business-to-business business.
If you have managed to direct interested parties to your site through thematically relevant articles or blogpots, the first hurdle has been cleared. Therefore, think about how you can maximize the number of visitors who come to your site for free (so-called organic traffic). These can be, for example, articles with titles that consist of specific questions as potential customers enter them in Google or other search engines, articles about current news in your industry or niche, product news or reviews.
As already discussed here, the costs for online marketing in the B2B sector are dizzyingly high and the number of actual clicks is vanishingly small due to ad blockers and & co.
With given completion rate, English conversion rate, of 1-3% of ad clicks on average, it usually cannot pay off to generate B2B customers via search engine advertising.
An alternative customer acquisition strategy is the so-called content marketing. Here the production of articles and texts is meant, which of potential customers googgelte topics and terms and/or keywords beeinhaltet.
Content is King.
With the content strategy you have the opportunity - provided you can regularly create and provide relevant content for your target audience - to get organic traffic via the search engines for free, i.e. at least without any further advertising budget.
For this purpose, a blog area has been established on the website itself, where new content, how to's, definitions of terms or the like are posted or posted. Another advantage is that all content, with which you provide free added value and insights for your potential customers, can also be subscribed to via rss feed.
Become a customer magnet with the right content strategy
In order for the search engines to reward your efforts for creating, optimally high-quality content, in the form of a better search engine ranking and associated higher traffic, it is necessary that they regularly publish new content and entertaining texts on your website.
Make yourself a concrete plan, when and how often you want to post blogposts or articles on your website and which topics (also: in which order) should be kept. As is true everywhere, you can only expect results if you stay on the ball. Consider exactly who you want to address with your content.
In the first part we have discussed the paid measures in the online marketing area.
Another way to attract traffic, i.e. website visitors - and hopefully enough potential customers - to your website is the so-called content marketing.
Content marketing is all about knowledge, in the form of entertaining and informative articles that you provide to your visitors for free on your website. On the one hand, articles serve as a confidence-building measure, on the other hand, you save the previously mentioned high PPC click prices and can ideally, in addition, through the content and the thematic focus, i.e. also through the selection and use of certain keywords and words, target your desired target group or desired customers better than with the possibilities in Google Ads, for example.