Marketing agency from Frankfurt

The Changes in Online Marketing from the Perspective of a Marketing Agency

Online marketing has seen a lot of changes in recent years. For example, the social media boom has changed the way companies communicate with their customers. Our digital world continues to evolve, and old methods need a complete overhaul.

As a marketing agency from Frankfurt am Main, we observe these developments and apply the best insights to our daily work. Three major shifts can be identified in the marketing world that require a rethink while also offering solutions.

From Outbound to Inbound Marketing

For a long time, companies relied on print ads, TV spots, and cold calling. With the internet came mass emails and display advertising. The typical problem of "classic" marketing: Advertising was broadcasted to the masses; many people saw it, some showed interest, but very few became customers. For companies, that meant high costs for content that was not targeted, leading to poor results.

Classic Advertising Often Goes Unnoticed

Since ad blockers, spam filters, and the like have existed, reaching potential customers has become even more challenging. Not to mention the competition. Additionally, changes in purchasing behavior and customer expectations were simply unavoidable. The term "banner blindness" hides the modern consumer's ability to ignore annoying advertisements.

Earn the Customer's Attention, Don’t Fight for It

Twenty years ago, the first attempts to establish a new marketing method took place. However, it was Brian Halligan and Dharmesh Shah from HubSpot who precisely defined the term "Inbound Marketing" in their eponymous book in 2010. At its core, the idea is not to impose an advertising message on the consumer but to attract them like a magnet through high-quality content ("pull marketing").

The Customer Searches for the Company, Not the Other Way Around

Instead of interrupting and disturbing people where they are, they should be approached in their search for a solution and guided precisely to the answer. There, additional content awaits, convincing the consumer and turning them into an enthusiastic customer. It’s not the company or the marketing agency that finds the customer; rather, it's the other way around: the customer finds the company or the product or service they need.

From Product to Customer

Whereas earlier everything revolved around the product, today the desires, interests, and needs of the customer take center stage. Naturally, one still wants to sell the product, but this is done by better understanding the (potential) customer and their buying behavior.

Content as a "Bait," a Core Discipline as a Marketing Agency

Today, most people use Google & Co. when searching for information, solutions to problems, or entertainment. And this is where the opportunity arises: The company's editorial team or a specialized marketing agency creates content that provides value, is SEO-optimized, and attracts consumers.
In a further step, leads are generated: The potential customer shows interest by signing up for a newsletter or becoming a fan/follower of the company's social media channel. This also signals that they want to be engaged. If the subsequent content generates enthusiasm in the consumer, the likelihood that they will become a customer is very high. And the cycle continues: Enthusiastic consumers become loyal customers and new brand ambassadors.

From Funnel to Flywheel

The wheel has a name: Flywheel, or the momentum wheel. It is meant to replace the sales funnel with which most online marketers became "big." As a digital marketing agency, we find the principle more than convincing. So, what’s it all about?

A Gained Customer Was a Lost Customer

The funnel is designed like a funnel: At the top are prospects, at the bottom customers. If you effectively awaken the consumer's attention, interest, and desires and conclude with a call to action (the AIDA principle), you can acquire customers. Not wrong in itself, but the funnel faces a significant challenge. Even if a prospect becomes a customer, what happens then? Every quarter, every day, and actually after every purchase, you have to start all over again.

It's About Enabling a Pleasurable Customer Experience

Instead of using the customer as a means to an end, the flywheel places them at the center. It’s no longer about forcing a purchase at all costs, only to then lose sight of the customer. Rather, the task of marketing professionals is to delight the customer. The focus is clearly on the customer experience.

Delighted Customers Contribute to the Company’s Success

This is simultaneously the impulse of the flywheel: Customers who are convinced of a product, service, or brand return gladly—and carry their enthusiasm out into the world. They share this, tell others, and advocate for it. This "Word of Mouth" principle leads to more customers. The wheel keeps turning, faster and faster, leading the company to long-term success.

As an Online Marketing Agency, We Delight Customers

As an online marketing agency from Frankfurt, we master the latest methods of online marketing with precision. We fill your internet and social media presence with high-quality, useful content that is SEO-optimized—content that excites and is easy to find. We are skilled in influencer marketing and manage ads to achieve the best possible reach. Through landing pages, community management, and monitoring, we round out our service offerings. Our goal is your success – and we dedicate our enthusiasm to that.