The business success of companies depends on whether they have an online presence - or not.

Whether local, regional, national or international. The following applies to marketing and sales: digitalization is here to stay. Traditional structures are increasingly disintegrating. Changes in customer behavior, changes in the way your target group obtains information and new channels are changing the rules of the game. This opens up great opportunities to rethink processes, develop them further and use them to your advantage.

SMEs in particular can benefit from these changes. Why? Traditional marketing benefits greatly from economies of scale. The shift in marketing towards digitalization levels out the competitive disadvantage of a lack of economies of scale. Digital marketing not only improves the effectiveness of measures, it also improves overall competitiveness.

Data and how to use it profitably is at the heart of the digital transformation in marketing and sales. In the future, your company's digital infrastructure will therefore become increasingly crucial. With smart tools and a central data platform, information can be collected and processed efficiently. This saves time and frees up resources.

Smart, digital campaigns provide valuable information and data about your target group. Measurability, optimization and scalability also make your marketing and sales processes transparent.

Providing good content on the website always works. This way, your products and services will also be found on Google. Locally or on relevant topics. If you keep this in mind, you won't have to worry about SEO tactics or Google updates.

Luca Siebel, Consultant Digital Marketing

How can you use the advantages of digital marketing for your own company?

Make your website the central point of contact for prospective and existing customers. Expand your website with functionalities such as booking tools, chatbots and automations. Use content marketing to strengthen your company's authority and expertise. This is an effective way to reach new customers and strengthen the loyalty of existing customers to your company.

Use efficient search engine optimization (SEO) to ensure that interested parties and customers find your website with just a few search terms. Ideally, you will end up at the top of the Google search results.

Support your events with digital marketing. Promote your events via email, Twitter and Facebook. And use smart tools such as ActiveCampaign or Hubspot to capture and qualify contacts digitally. This saves time and money.

Another unbeatable advantage of digital marketing is its measurability. With suitable key figures, you can gain an insight into the success and return on investment of your digital marketing measures. This allows you to plan better and decide which channels you can do without in the future.