Why data-driven online marketing is the key to generating new customers - In an interview with Christian Michael, Head of Department at Online Marketing Solutions AG

DIGITAL FUTUREmag: The coronavirus crisis poses major challenges for many companies in terms of generating new customers. What changes have you observed from your perspective?

Christian Michael: The coronavirus crisis has permanently changed people’s consumption and media habits. Many companies have responded by shifting their marketing budgets to the online sector, which has increased advertising pressure in almost all industries. Online marketing has led to higher costs and lower efficiency for many companies.

DIGITAL FUTUREmag: What measures do you recommend to emerge from the crisis stronger?

Christian Michael: It’s important to understand the digital customer journey of my target group and position my advertising message efficiently. The goal is to deliver relevant information and product offers at the right time and in the right place. This requires an engaging message, visibility in search engines and on social media, and an optimized website (in terms of content and technology). Success depends on evaluating the interplay of these measures based on data, allocating resources and budgets accordingly, and using current technologies for audience targeting (keyword: “artificial intelligence”).

DIGITAL FUTUREmag: Your agency is one of the most experienced providers of digital marketing for SMEs. What solutions do you offer to support your customers in this regard?

Christian Michael: We provide comprehensive solutions to increase digital visibility. This includes measures to boost brand awareness, generate leads, or optimize e-commerce sales. Additionally, we support our customers with strategic consulting, analyses, workshops, and coaching.

DIGITAL FUTUREmag: Thank you very much for this interview.