Marketing

Latest

• Brand Choice in the Age of AI – Between Simple Data Logic and Emotional Connection.

  AI systems like ChatGPT, Gemini, and Perplexity are fundamentally changing how we discover and perceive brand messages. In addition to issues of machine readability, content formats that list and evaluate product features and functions are becoming increasingly relevant. For this reason, some are now arguing that the brand no longer matters. They claim that the new currency is the product’s hard facts—that is, its functions and features. The article examines GEO and the rational decisions made by AI in relation to brand perception. It answers the question of why emotional brand management is more important than ever.

  Marketing•Kai Bösterling•1 Jun 2026•8 minutes

  

• From Your LinkedIn Profile to Your Pipeline with the New LinkedIn Algorithm 2026

  Does your company have a LinkedIn page, but still have fewer than 1,000 followers? Until now, it has been difficult for B2B SMEs to gain visibility on Germany’s leading B2B platform. This is partly due to internal missteps, such as poor content and a lack of strategy. But the LinkedIn algorithm was also to blame. Organic company content is rarely displayed in the feed. This post by LinkedIn B2B expert Simone Brett-Murati shows how SMEs with products that require explanation can benefit from the new LinkedIn algorithm in 2026.

  Beginner / Basic•Simone Brett-Murati•29 May 2026•6 minutes

  

• Strategic customer care: 5 tips for a successful customer care strategy

  Retaining customers in the long term is the key to sustainable success for any company. This article shows how customer care goes beyond traditional customer service and represents a strategic investment in stable customer relationships and continuous growth. With practical tips and insights, companies learn how they can implement a successful customer care strategy to stand out from the competition and inspire their customers in the long term.

  Marketing•Alexandra Anderson•6 Aug 2025•6 minutes

  

• AI in marketing requires new evaluation standards

  This article argues for a paradigm shift in the use of AI in marketing: Efficiency should not be the primary goal of AI deployment. Instead, it should be quality. The quality of the customer journey. The quality of the customer experience. The quality of the product. The quality of the service. When it comes to brand experiences, the starting point should always be “strategy first” or “brand strategy first,” not “AI first.”

  Marketing•Kai Bösterling•30 Jul 2025•16 minutes

  

• Social commerce: Effective AI tools for founders

  Digitalization has transformed the world of entrepreneurship, especially in its early stages. More and more people are starting their businesses part-time or as freelancers, not through a traditional website, but directly on Instagram, TikTok, or WhatsApp. They meet their customers where they already are and transform social networks from pure communication channels into functional business platforms.

  Social Media•Alexandra Anderson•23 May 2025•4 minutes

  

• Transparency is the new currency for brand trust

  David Ogilvy coined the following statement: “Great marketing only makes a bad product fail faster.” Meaning: Overpromising cannot make up for underdelivering. Savvy! Smart man. But today, this beautiful statement no longer seems to apply. We are realizing that brands want to improve their products with all their might through automation and AI, even with deep fakes and so-called greenwashing and bluewashing. Today, we can learn more about products and companies than ever before. We can research online. We can read other people's product experiences in communities or on review platforms. But at the same time, there has never been so much misinformation. This unsettles consumers. We are losing trust. We have obviously already lost trust in politics. Trust in brands is also suffering greatly at the moment. This article describes the new currency in marketing: transparency. And how brands can successfully regain the trust and loyalty of their customers.

  Marketing•Kai Bösterling•30 Apr 2025•12 minutes

  

• Revolutionary: How AI is leading entrepreneurship into the digital future

  In the digital era, technology is advancing relentlessly – and entrepreneurs must not be left behind. In order to survive in an increasingly digitised market, small businesses in particular need efficient tools that save time and resources. This allows them to focus on what they are really passionate about: their creativity, their business or their family.

  Digital Marketing•Alexandra Anderson•13 Mar 2025•3 minutes

  

• Creating and building a brand - branding is more than just a logo and words

  Brand creation is the creative and strategic process of turning an idea into a distinctive identity. It is like planting a seed that grows into a strong tree with the right care and optimal conditions. The key to successful brand creation lies in having a clear vision and designing all elements in such a way that they create a consistent and authentic overall image.

  Marketing•Thorsten Ruhle•26 Feb 2025•6 minutes

  

• B2B sales are changing – how sales and marketing are winning

  Marketing is taking on more and more former sales tasks in B2B. This is mainly because sales in the B2B sector is becoming more digital. Personal sales calls are on the decline. B2B commerce is growing. For a consistent customer approach, effective collaboration between sales and marketing is essential. This applies even more to B2B than to B2C.

  Marketing•Kai Bösterling•27 Jan 2025•9 minutes

  

• Social Media Through the Years: A 25-Year Timeline

  From MySpace to TikTok: social media has changed rapidly in 25 years. This article shows the most important milestones, current trends and how the platforms have shaped our communication – a look back and forward.

  Social Media•Philipp Reittinger•23 Jan 2025•5 minutes

  

• RedNote Explained - China's Next Big Social Media and Social Commerce Platform

  Explore RedNote (Xiaohongshu), the Chinese social media platform that is attracting U.S. users amid TikTok uncertainty. Learn how it works and how it even bridges East and West cultures.

  Media & Entertainment•Benjamin Talin•15 Jan 2025•9 minutes

  

• Top 5 Tips for Building a Winning Customer Care Strategy

  Long-term customer loyalty is the key to sustainable business success. This article shows how customer care goes beyond traditional customer service and represents a strategic investment in stable customer relationships and continued growth. With practical tips and insights, companies will learn how to implement a successful customer care strategy to differentiate themselves from the competition and delight their customers for the long term.

  Marketing•Alexandra Anderson•16 Dec 2024•6 minutes