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Das Online-Marketing auf dem Weg in die Zukunft

In: Erfolgsfaktor Mensch im Online-Marketing

Author

Listed:
  • Markus Bockhorni
  • Claudia Beauchamp

Abstract

Zusammenfassung Online-Marketing ist heute weit mehr als Werbung im digitalen Raum. Es ist datengetrieben, KI-unterstützt und, im Idealfall, auf personalisierte Kundenerlebnisse ausgerichtet. Moderne Online-Marketing-Manager brauchen daher mehr als Tool-Kenntnisse: sie müssen Projektleitende, Strateginnen, Analytiker, Kommunikatoren und Kreative in einem sein. Das Online-Marketing der Zukunft liefert keine generischen Inhalte, sondern individuelle Lösungen mit echtem Mehrwert. Dieses Kapitel zeigt, warum technische Skills nicht ausreichen, wie Künstliche Intelligenz die Spielregeln verändert und warum Menschen, die neugierig, empathisch und reflektiert bleiben, das digitale Marketing von morgen prägen werden.

Suggested Citation

  • Markus Bockhorni & Claudia Beauchamp, 2025. "Das Online-Marketing auf dem Weg in die Zukunft," Springer Books, in: Erfolgsfaktor Mensch im Online-Marketing, edition 2, chapter 1, pages 1-15, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49269-4_1
    DOI: 10.1007/978-3-658-49269-4_1
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