News / Blog: #werbung

The German Media Market 2023 - An Overview

The media market in Germany has changed significantly in recent years. Traditional media, such as newspapers and magazines, have lost importance and revenue, while online media, such as social networks and streaming platforms, have grown strongly. While television will still play an important role in Germany in 2022, the importance of the Internet will continue to grow.

Revenues in the German media market in 2022 will be determined primarily by developments in digital media. For example, digital advertising, video-on-demand (VoD) and social media platforms will account for a large proportion of revenues. The online games business will also become increasingly important.

Print media will still play a role in the German media market in 2022, but their share of revenues will continue to decline. This will primarily affect newspapers and magazines, which are being replaced more and more by digital media. Some publishers are trying to hold their own in the market by also offering their content digitally.

The German media market in 2022 will also be shaped by new technologies such as virtual reality and augmented reality. Developments in the field of artificial intelligence (AI) will also continue to play a crucial role. The use of AI in advertising will help improve the effectiveness of advertising campaigns.

Overall, the German media market will continue to develop in the direction of digitalization and innovation in 2022. Sales will be driven primarily by innovative digital media such as apps, VoD and social media, while traditional media will lose importance.

Attract dream customers with the right content strategy - without any ad costs at all

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.

Why online marketing is a money pit in 2022 - And what you should invest in instead

Online marketing will still be an important part of any business strategy in 2022, but the investments made in online marketing strategies will be much higher than in previous years. The cost of online advertising and search engine marketing is rising, and it is becoming more difficult to appear on the top pages of search engine results. This means that companies investing in online marketing strategies will have to spend a lot more money than they would expect to get a good ROI.

Instead, in 2022, companies should invest more in creating high-quality content, accelerating their website speed, optimizing for search engines, and improving user experience. These areas are a much more worthwhile investment, as they have a direct impact on a website's rankings and therefore also help drive more qualified visitors to the site.

In addition, businesses should also invest in social media marketing strategies to increase their reach and build brand awareness. This can help drive more traffic to the website and generate more qualified leads. Companies can also invest in email marketing to build a stronger connection with existing customers and generate new leads.

In this way, companies can get much more out of their online marketing efforts in 2022 than if they only invest in expensive advertising campaigns.

Google Ads are dead - Why Google advertising in B2B will no longer work in 2023

Google Ads will still work in 2023, but it is likely that performance will decline for B2B companies. Google Ads is a very expensive way to advertise, and costs will likely continue to rise. In addition, competition in this space will continue to increase as more companies try to promote their products through Google Ads. In addition, Google Ads will become more and more focused on ad creation, segmentation and campaign optimization, which means that companies that don't have the resources, technology and skills to use these things effectively will have a hard time getting competitive results. It is likely that companies operating in the B2B market will need to change their strategy and move to other methods of generating leads and sales, such as content marketing, SEO, email marketing and social media marketing. These strategies are less costly than Google Ads and may prove more effective in the medium term.