Nothing is as certain as change. This wisdom applies to virtually every area of our lives. The internet is also in a constant state of flux. However, the many changes in the technology sector are happening so rapidly that it’s almost impossible to keep up. Anyone who has based their business model on marketing through online channels is already familiar with the problem. Marketing will also continue to experience significant changes in the future, influenced by the availability of artificial intelligence.
Before we delve into the details in a little more detail, I would like to point out right away that by no means has everything become obsolete. Certainly, some agencies will not be able to continue to assert themselves in the future if they focus on traditional solutions. Therefore, it is also important for contractors to understand which marketing concepts can be implemented that will ultimately achieve their goals. Here, we believe that competence and creativity will not be replaced by AI. Nevertheless, successful agencies will not be able to avoid the targeted use of artificial intelligence. Let’s take a closer look at how internet user behavior has changed since the launch of ChatGPT around 2023.
More and more people are accessing AI systems to obtain information. This naturally leads to a decline in traditional search engines like Google and others. Search engines per se are unlikely to disappear, as AI models also require an indexed database on which to operate. It’s more likely that people will no longer access search engines directly, but will instead have a personal AI assistant that evaluates all search queries for them. This also suggests that the number of freely available websites may decline significantly, as they will hardly be profitable due to a lack of visitors. What will replace them?
Following current trends, it can be assumed that well-known and possibly new platforms such as Instagram, Facebook, and X will continue to gain market power. Short texts, graphics, and videos already dominate the internet. All of these facts already require a profound rethinking of marketing strategies.
They say dead live longer. Therefore, it would be wrong to completely neglect traditional websites and the associated SEO. Be aware of the business strategy you are pursuing with your internet/social media presence. As an agency, we specifically help our clients review and optimize existing strategies or develop entirely new ones.
Questions are clarified as to whether you want to sell goods or services, or whether you want to be perceived as a center of expertise on a specific topic. Here, we follow the classic approach from search engine optimization, which is intended to generate qualified traffic. It is of little use to receive thousands of impressions when only a small fraction of them are interested in the topic. The previously defined marketing goals are promoted with cleverly distributed posts on websites and in social media.
Of course, every marketing strategy stands or falls with the quality of the products or services offered. Once the customer feels they received a bad product or a service was too poor, a negative campaign can spread explosively. Therefore, it is highly desirable to receive honest reviews from real customers on various platforms.
There are countless offers from dubious agencies that offer their clients the opportunity to generate a set number of followers, clicks, or reviews. The results quickly disappear once the service is no longer purchased. Besides, such generic posts created by bots are easy to spot, and many people now selectively ignore them. Thus, the effort is pointless. Furthermore, real reviews and comments are also an important tool for assessing the true external impact of your business. If you are constantly being told how great you are, you might be tempted to believe it. There are some stars who have experienced this firsthand.
Therefore, we rely on regular publications of high-quality content that are part of the marketing objective in order to generate attention. We try to use this attention to encourage user interaction, which in turn leads to greater visibility. Our AI models help us identify current trends in a timely manner so that we can incorporate them into our campaigns.
Based on our experience, artificial intelligence allows us to create and schedule high-frequency publications for a relatively long campaign period. The time a post or comment goes live also influences success.
There are isolated voices that suggest the end of agencies. The reasoning is often that many small business owners can now do all these great things that are part of marketing themselves thanks to AI. We don’t share this view. Many entrepreneurs simply don’t have the time to manage marketing independently across all channels. That’s why we rely on a healthy mix of manual work and automation in many steps. Because we believe that success doesn’t just happen in a test tube. We use our tools and experience to achieve qualitative individual results.
