We recently took a look at the world of public relations. Today, we're opening the door to a second, equally exciting area of our work: digital marketing. It's a term that's on many people's minds—often associated with colorful Instagram posts or Google ads. But what does it really mean? And why is digital marketing so important for businesses today? That's exactly where we want to start and provide some insight—in a way that's easy to understand and practical.

What exactly is digital marketing?

Imagine a company launching a new product. Thirty years ago, they would have put up posters, run radio commercials, or placed ads in newspapers.

Since then, however, new channels of communication have emerged.

The digital world is at the heart of modern brand communication: websites, search engines, social media, online shops, apps, and much more. Digital Marketing means using all these platforms and technologies to connect with people—to inform them, inspire them, and, ideally, win them over as loyal customers.

For companies, it's about being present where people spend their time today: online.

Digital marketing differs from traditional marketing in that it focuses on targeted, individual communication rather than mass appeal. Measures are planned based on data and can also be evaluated and optimized in real time.

A brief look back: The beginnings of digital marketing

Digital marketing originated with the advent of the internet in the early 1990s. A symbolic milestone was the publication of the first clickable advertising banner in 1994 by AT&T. The response was remarkable—around 44 percent of viewers clicked on the ad. A figure that seems almost unbelievable today.¹]. Seitdem hat sich nicht nur das Internet, sondern auch das Digital Marketing rasant weiterentwickelt.

Platforms such as MySpace, Facebook, YouTube, Twitter, Instagram, and TikTok multiplied the possibilities for reaching people online in the years that followed. Essentially, the emergence of social media was responsible for the rapid growth of digital marketing in the Western world. What began as a single banner ad evolved into a complex world of images, videos, stories, likes, and comments. And digital marketing evolved from a niche topic to a central element of modern corporate communications.

But why is digital marketing so important?

In Europe, around 85 percent of the population uses the internet. Worldwide, the number of users is as high as 5.5 billion people [²]. This large user pool offers companies enormous potential to place their messages in a targeted manner. And digital marketing is booming. At the same time, competition for attention and the best advertising space is also increasing. A strong, strategically thought-out, and creative digital marketing presence is therefore essential to remain visible and relevant in the digital space. Never before has it been easier—and at the same time more challenging—for companies to reach potential customers.

This is where our digital marketing team comes in—with a smart strategy, a keen sense of target audiences, creative content, and knowledge of the latest trends, they help companies expand their digital presence.

Insight into everyday life: What does a digital marketing manager actually do?

To give you a better understanding of everyday life in digital marketing, let's continue with the example outlined above. Along with the launch of a new product, the company also wants to increase its visibility, achieve greater reach, and thereby increase sales. The target audience is young professionals who place great value on sustainability.

How do we proceed?

1. Strategy & Concept

It all starts with questions: What do we want to achieve? Who do we want to address? What budget is available? Which channels are best suited to the brand?

We work out the answers to these questions in a joint workshop with our client. These many small pieces of the puzzle come together to form a tailor-made strategy—tailored to the company, its goals, its customers, and its opportunities.

2. Analysis of digital presence

Before we build a new online presence, we analyze the existing one:
How well is the website structured? Can it be found on Google? Does the online shop work smoothly? Which social media platforms is the customer already present on?

SEO (search engine optimization) and SEA (search engine advertising, sometimes Google Ads) are important tools here for increasing visibility on Google and strengthening the digital base.

3. Social media strategy & ads

We select the appropriate platforms based on the target audience. Typically, this includes LinkedIn for business contacts, Instagram for visual storytelling, and TikTok for young, creative content.

At the same time, we develop targeted advertising campaigns that appear exactly where our target group is active. Thanks to precise targeting, i.e., the targeted delivery of advertising to a defined target group, we reach people who are genuinely interested—with significantly lower wastage and no wasted budget.

4. Content Creation

Anyone can check this by scrolling through their Instagram feed: only content that stands out sticks in the memory. That's why we develop texts, images, videos, and graphics that go beyond traditional advertising. They tell stories, evoke emotions, and bring brands to life. Because in the end, it's always about one thing: creating connections.

5. Community Management

What happens after a post has been published? Then the second part of the work begins: our content encourages users to interact with the brand, yay! Our team responds to comments, replies to messages, moderates discussions, and responds to criticism. Good community management builds trust—quietly, patiently, day after day.

6. Influencer Marketing

In some cases, it is worth turning to voices that operate independently of the company and that people already trust. That is why we work with influencers whose values match those of the brand.

Together, we develop authentic campaigns that don't look like advertising, but feel genuine—and thus have a real impact.

7. Data analysis & reporting

Digital marketing thrives on numbers and data: we measure reach, click-through rates, conversion rates, and much more. This data is not an end in itself—it shows us what works and what needs to be improved. This way, each campaign becomes a little better than the last.

Conclusion: Digital marketing is more than just posts and advertising

Digital marketing is much more than just posting on social media. It is a strategic, creative, and data-driven discipline that requires a deep understanding of target groups, platform logic, and technical possibilities. With our interdisciplinary team, we support companies in increasing their digital visibility, building relationships with customers, achieving measurable success, and positioning themselves for the future in the digital space.

So, the next time someone asks us what we do for a living at a family gathering, the answer will be: They ensure that companies are not only seen on the internet—they also make an impression.

[1] Internet history lesson: The first advertising banner (Bannerbuero.de, May 7, 2025)

[2] Statistics on global internet usage (Statista.com, May 7, 2025)

Written By: Kevin Puntschart