I am often asked what actu­al­ly all comes under the ‘col­lec­tive term’ of dig­i­tal mar­ket­ing.

My answer is quite simple: all measuresthat we cannot take into our own hands. This means that even audio (includ­ing radio) comes under dig­i­tal mar­ket­ing.

AI will of course make dig­i­tal mar­ket­ing even more inter­est­ing, but also more intense. On the one hand AI helps us to act faster and in some cases even better, but on the other hand the detailed work becomes more inten­sive. Being able to leave every­thing to the AI is not yet there and who­ev­er knows whether this will ever happen, because humans are also con­trol freaks, which is cor­rect at this point.

Dig­i­tal mar­ket­ing goes beyond the web­site and social net­works to AI-con­trolled chat­bots or even entire brand bots. Select­ing and set­ting up these tools accord­ing to the brand’s strat­e­gy is always an excit­ing task for me, because not every brand is the same. Real-time mea­sure­ment also spurs me on, because one state­ment, one second has become very impor­tant for a brand.