KPI

Digital marketing is more diverse and complex than ever – and one of the central success factors is the choice and orchestration of the right channels. Every channel has its own strengths, target audiences, content, and mechanics. Successful brands know how to use, combine, and optimize different channels purposefully.

In this article, we shed light on the most important digital marketing channels, their functions, advantages and disadvantages, and best practices for effective use.

What is a channel in digital marketing?

A marketing channel is a communication path through which a brand engages with its target audience. In digital marketing, these are digital platforms and technologies through which content is distributed, customers are acquired, and relationships are built.

The choice of channel significantly influences:

• Reach

• Target audience engagement

• Engagement

• Conversion rates

• Customer satisfaction

Therefore, it is crucial to consider the respective channels not in isolation but as part of a holistic marketing strategy.

1. Owned Channels

a) Website

The website is the digital home of a brand – a source of information, a sales platform, and a trusting anchor at the same time.

Strengths:

• Complete control over content and design

• Measurability and personalization

• Integration of shop, blog, service, and more

  
  

Tips:

• Mobile optimization and fast loading times

• SEO-friendly structure

• Conversion-oriented design

b) Blog

A blog regularly creates new content, improves SEO ranking, and establishes thought leadership.

Use cases:

• How-to guides

• Case studies

• Industry trends

Success criteria:

• Relevance for the target audience

• Value added instead of advertising

• Regular publication

c) Newsletter / Email Marketing

A proven and highly converting channel – direct, individual, and cost-effective.

Advantages:

• High personalization

• Direct access to the inbox

• Automated workflows and trigger emails

Examples:

• Welcome emails

• Product recommendations

• Abandoned cart reminders

2. Earned Channels

a) Search Engine Optimization (SEO)

SEO refers to all measures taken to achieve better placement in organic search results.

Goals:

• More organic traffic

• Higher visibility

• Long-term reach

Measures:

• Keyword optimization

• Content marketing

• Technical SEO (pagespeed, crawling, structure)

b) Social Media Sharing & Mentions

When users voluntarily share content or talk about a brand, organic reach is created.

Examples:

• Shares, comments, UGC (User-Generated Content)

• Influencer recommendations (without payment)

• Reviews and testimonials

Strategy:

• Create valuable content

• Activate the community

• Responsive community management

3. Paid Channels

a) Search Engine Advertising (SEA)

With Google Ads or Bing Ads, advertisements can be targeted at specific search terms.

Advantages:

• High purchase intent of the target audience

• Fast visibility

• Real-time budget control

Typical formats:

• Text ads

• Shopping ads

• Local campaigns

b) Social Media Advertising

Platforms like Facebook, Instagram, LinkedIn, or TikTok offer sophisticated targeting options.

Formats:

• Image and video ads

• Stories & Reels

• Carousels, Collection Ads

Success criteria:

• Relevant creative content

• A/B testing

• Clear call-to-actions (CTAs)

c) Display & Programmatic Advertising

Display ads are graphical advertising banners on websites, often booked automatically through programmatic advertising.

Opportunities:

• Large reach

• Retargeting options

• Branding & performance

Challenges:

• Banner blindness

• Ad blockers

• Spread losses

4. Social Networks

a) Facebook / Instagram

Classic platforms with huge reach and diverse advertising options.

Target audiences:

• Facebook: 25–55 years

• Instagram: 18–35 years

Content types:

• Stories, Reels, Live videos

• Product ads

• Community posts

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b) LinkedIn

The most important network in B2B marketing.

Strengths:

• Expert positioning

• Employees as brand ambassadors

• Expert articles, infographics, studies

  
  

c) TikTok

A platform for creative, entertaining content with extremely high engagement.

Ideal for:

• Trend-based marketing

• Challenges & storytelling

• Young target audiences (Gen Z, Gen Alpha)

d) YouTube

The second-largest search engine in the world – ideal for video and educational content.

Examples:

• How-to videos

• Product presentations

• Testimonials & reviews

5. Affiliate & Influencer Marketing

a) Affiliate Channels

Partners promote products on a commission basis through their own channels.

Typical partners:

• Blogs, comparison portals, coupon sites

Advantages:

• Performance-based

• Measurable

• Scalable

b) Influencer Marketing

Influencers bring reach, trust, and authenticity.

Channel-dependent:

• Instagram for lifestyle & fashion

• YouTube for tutorials & reviews

• TikTok for entertainment & virality

Important:

• Selection of suitable influencers

• Transparency and labeling

• Long-term partnerships

6. Messenger & Conversational Marketing

a) WhatsApp Business / Messenger Bots

Customer communication via messenger is becoming increasingly important.

Applications:

• Customer service

• Shipping information

• Personal consultation

Goal: Direct communication and quick response to user needs.

7. Apps and Push Notifications

Own apps provide intense customer loyalty – complemented by push notifications that regularly activate users.

Advantages:

• Mobile presence

• Personalized interactions

• Recurring use

Selecting a Strategy: Which Channel is Right?

The choice of suitable channels depends on several factors:

A balanced marketing mix combines push (e.g., ads) and pull channels (e.g., SEO), owned and paid media – and aligns them with each other.

Conclusion: The Right Channel Mix Matters

In digital marketing, there is no one-size-fits-all solution – each brand must find its individual channel mix and continuously adjust it. The following applies:

• Do not be present everywhere at the same time, but where it makes sense.

• Each channel needs its own content, tone, and objectives.

• Cross-media linking increases reach and effectiveness.

• Data-driven management helps prioritize channels and use budgets efficiently.

Those who know their channels, choose them wisely, and engage intelligently lay the foundation for sustainable digital marketing success.

In digital marketing, the term "keyword" is ubiquitous – and for good reason. Keywords are the foundation of many online marketing disciplines, especially search engine optimization (SEO) and search engine advertising (SEA). They connect the language of users with the language of search engines and help companies become visible exactly when potential customers are actively searching for products, services, or information.

In this article, we will illuminate the central role of keywords in digital marketing, explain how they work, and show how companies can strategically use them to increase reach, traffic, and conversion rates.

What are Keywords?

A keyword is a term or phrase that users input into a search engine to find specific information. Keywords can be short (Short Tail) or long (Long Tail):

• Short-Tail Keyword: e.g. "shoes" – very general, high search volume, much competition.

• Long-Tail Keyword: e.g. "buy red running shoes for women" – more specific, lower search volume, but often a higher likelihood of conversion.

Keywords serve as a guide in digital marketing: they help align content with the needs of the target audience and deliver ads accurately.

Why are Keywords Important in Digital Marketing?

1. Increase Visibility: Keywords help to be found in the organic search results.

2. Targeted Advertising: In search engine advertising, ads are targeted to specific keywords.

3. Relevant Content: They form the basis for content that meets the needs of users.

4. Better Understanding of the Target Audience: The analysis of keywords provides insights into the language, questions, and interests of potential customers.

5. Achieve Competitive Advantages: Those who strategically use the right keywords can stand out against the competition.

Types of Keywords at a Glance

1. Navigational Keywords

These are used to find a specific website or brand (e.g. "Zalando shoes").

2. Informational Keywords

This involves searching for information (e.g. "how to tie a tie"). Ideal for blogs, tutorials, and FAQ pages.

3. Transactional Keywords

These imply a intent to purchase (e.g. "buy sneakers online"). They are particularly valuable for e-commerce.

4. Commercial Investigation

Users compare products or providers (e.g. "best DSL providers 2025"). These keywords show a high purchase intent but are not entirely transactional yet.

5. Local Keywords

Relate to geographical locations (e.g. "hairdresser Berlin Mitte") – important for local SEO.

Keyword Research: The First Step Towards Strategy

Before keywords can be effectively used, thorough research is required. The goal is to identify the terms actually used by the target audience – while also providing a good ratio of search volume to competition.

Tools for Keyword Research

• Google Keyword Planner: Especially suitable for SEA, but also provides general keyword data.

• Ubersuggest: Simple, free research with helpful metrics.

• SEMrush / Ahrefs / Sistrix: Professional tools with deep insights into competitive keywords, search volume, and SERP analyses.

• AnswerThePublic: Ideal for finding questions and semantically related terms.

• Google Search Console: Shows which search terms are already generating impressions for the site.

Important Metrics

• Search Volume: How often is a term searched per month?

• Keyword Difficulty / Competition: How difficult is it to rank for this?

• CPC (Cost-per-Click): Relevance for paid advertising.

• Relevance: Does the keyword match the own service or content goal?

Keyword Strategies in Digital Marketing

1. SEO (Search Engine Optimization)

In SEO, keywords are used todesign content to be organically visible for search queries. It is important:

• To strategically incorporate keywords into titles, meta descriptions, H1-H6 headings, URLs, and body text.

• To use semantic variants and related terms.

• To define a main keyword + complementary secondary keywords for each page.

• To avoid keyword stuffing – Google prefers natural, user-friendly content.

2. SEA (Search Engine Advertising)

In SEA, such as with Google Ads, keywords are used to precisely deliver ads. Here, one distinguishes:

• Broad Match: Ad appears for related terms.

• Phrase Match: Ad appears when the phrase is included.

• Exact Match: Ad appears only for that exact term.

• Negative Keywords: Terms for which the ad should not appear.

The choice of keyword options significantly affects the reach and relevance of the ads.

3. Content Marketing

Keywords assist in the planning of blog articles, landing pages, or guides. Important in this regard:

• To understand search intent.

• To provide content with real added value.

• To write content not just for search engines but also for people.

4. YouTube & Video SEO

Keywords also play a role on YouTube or in podcasts. They are used in titles, descriptions, tags, and transcripts to be found.

5. Social Media & Hashtag Strategy

Keywords are also reflected in hashtags and post descriptions – for instance, on LinkedIn, Instagram, or TikTok. There, they help make content discoverable and identify trends.

Keyword Mapping & Site Structure

In keyword mapping, each keyword (or keyword cluster) is assigned to a specific page. The goal is to create clarity and focus, avoid duplicate content, and strategically plan internal linking.

Example:

• Homepage: "Buy Running Shoes"

• Category Page: "Women's Running Shoes"

• Blog Article: "The Best Running Shoes 2025"

Keyword Trends and Changes

Keywords are dynamic. New terms emerge, while old ones lose significance. Therefore, regular monitoring is advisable:

• Voice Search: Search queries are becoming longer and more conversational ("What are good running shoes for beginners?").

• Zero-Click Searches: More and more questions are being answered directly on the Google search results page – without clicks.

• AI-Powered Search: New systems like Google SGE (Search Generative Experience) are changing how content is discovered.

• Seasonal Fluctuations: Keywords like "Christmas gifts" or "tax return" are only relevant at certain times.

Common Mistakes in Dealing with Keywords

• Focusing only on keywords with high volume, without relevance.

• Ignoring long-tail keywords.

• Creating multiple pages with the same keyword → keyword cannibalization.

• Over-optimization (keyword stuffing).

• No regular analysis and adjustment.

Conclusion

Keywords are much more than just search terms in digital marketing. They are a strategic tool that – when used correctly – helps reach users, structure content, and optimize advertising campaigns. The art lies not only in finding the "right" keywords but in purposefully, creatively, and continuously developing them.

An effective digital marketing concept does not use keywords in isolation but embedded in a comprehensive strategy – tailored to target audiences, channels, and objectives. Companies that approach their keyword strategy professionally secure long-term visibility, better rankings, and a stronger market position.

The digital marketing world is undergoing a profound transformation – and Artificial Intelligence (AI) is at the center of this transformation. While AI has already been used in performance marketing and data analysis for years, it is now increasingly entering the creative domain: text, image, video, audio – the entire content creation is being redefined by AI.

In this article, we take a comprehensive look at how AI is changing creative processes in digital marketing, the opportunities and challenges that arise from it, and how companies can meaningfully integrate AI into their workflows.

What does "creation" mean in digital marketing?

In marketing, "creation" refers to the development of creative content that evokes brand messages emotionally, tells stories, and activates users – in the form of:

• Texts (slogans, blog posts, advertising texts)

• Images (visuals, graphics, ads)

• Videos (explanatory films, commercials, reels)

• Audio (podcast intros, voice campaigns)

• interactive formats (games, AR/VR elements)

Creation is the heart of every campaign – it significantly determines the attention, recognizability, and impact of a brand.

How AI is changing creation

1. AI as a co-creator for texts

Generative AI models like ChatGPT or Jasper are revolutionizing text creation:

• Creation of blog posts, social media captions, product descriptions

• Development of slogans, taglines, or newsletter texts

• Adjustment of tonalities depending on target audience or platform

• Translation and localization for international markets

These tools save time, offer creative impulses, and help fill editorial plans more efficiently. It is important to note: Humans curate, AI provides raw materials.

2. Image and graphic generation via prompt

Tools like Midjourney, DALL·E, or Adobe Firefly enable the creation of high-quality visuals from text descriptions within seconds. Examples:

• Key visuals for campaigns

• Mockups for presentations

• Social media images

• Product images in different scenarios

Here too: AI does not replace the designer but expands their possibilities.

3. Video creation with AI

With tools like Runway, Synthesia, or Pictory, videos can be generated automatically – from animated slideshows to realistically appearing avatars. Applications:

• Product tutorials

• Explanatory videos

• Personalized video ads

• Content for social media

Text-to-video functionality allows for faster and more scalable content production.

4. Audio and voice

AI-based tools like Descript or ElevenLabs enable:

• Text-to-speech in natural voices

• Voice cloning for consistent brand voices

• Podcast editing via text editing

• Music composition via AI for background tracks or jingles

This makes audio content more accessible and easier to produce – even for small brands.

Opportunities: What AI makes possible in creation

1. Speed & scalability

Where previously days or weeks were needed for production, today often a prompt suffices. This saves time and allows brands to respond more quickly to trends or conduct A/B tests with many variations.

2. Cost efficiency

Especially for smaller companies or start-ups, access to professionally appearing content through AI has become significantly cheaper – without having to sacrifice quality.

3. Personalization at a new level

AI can tailor content in real-time to users – personalized texts, images, or videos, adapted to behavior, location, or interests. This increases relevance and conversion.

4. Creative diversity

AI opens new perspectives, image styles, and narratives that lie outside classical creative routines. It inspires, breaks conventions, and fosters idea generation.

Limits and challenges

1. Originality & brand identity

AI-generated content often appears generic when uncritically adopted. The challenge lies in preserving one's brand voice and using AI as a tool – not as the sole source.

2. Legal uncertainties

Who is the author of an AI-generated image? Can one advertise with it? What data was used for training? Brands must closely monitor legal developments and ensure proper licensing.

3. Ethics & credibility

Deepfakes, fake voices, generic content – the misuse of AI can significantly harm brands. Transparency and responsible use are crucial.

4. Quality assurance

AI makes mistakes. Incorrect facts, inappropriate tonalities, or visual inconsistencies occur frequently. Therefore, human sensitivity and editorial control are necessary.

Best practices: How to succeed in creative AI deployment

1. Use AI as an idea supplier

Use AI for brainstorming, idea sketches, or alternative suggestions. This accelerates processes and brings fresh input – especially in the early concept phase.

2. Combine humans & machines

The best results arise from collaboration: AI generates rough drafts, humans refine, curate, and optimize. Call it "human-in-the-loop creation".

3. Train your own brand voice

More and more tools allow you to train your own "brand prompts" or "custom models" – with examples from your own content. This makes the output more aligned with the brand.

4. Automate workflows

Systematically use AI: for automatic creation of content variants (text & image), for headlines based on performance data, or for visual optimization of ads.

5. Content Testing + AI

In combination with A/B testing, AI can generate dozens of variants and evaluate them based on data – this helps determine which texts, images, or formats truly work.

Tools and platforms at a glance

Example scenario: AI creation in a campaign

Case: A sustainable fashion brand launches a new product line.

1. AI text generator creates slogans, ad copy, and newsletter texts.

2. AI image generator visualizes clothing items in different environments and styles.

3. Synthesia produces a welcome video with a brand avatar.

4. Descript generates a podcast teaser with automated editing.

5. A/B tests with different variants are evaluated based on AI.

The result: a complete campaign in a few days – with lower resource utilization, high consistency, and creative diversity.

Conclusion: AI as a creative game changer – but not as a replacement

The integration of Artificial Intelligence into the creative work of digital marketing is not a trend – it is a paradigm shift. AI is changing not only how content is created but also how we understand creativity.

However: The best creation arises from the interplay of technology and human intuition. AI can deliver ideas, accelerate processes, and enable diversity – but emotion, cultural sensitivity, timing, and brand sense remain human strengths.

Those who use AI wisely will be more creative, faster, and more effective – provided they use it for what it is: a powerful tool, not the creator itself.