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box-shadow:0 18px 60px -12px rgba(0,0,0,.18),0 4px 14px rgba(0,0,0,.05);\n
padding:24px 28px;\n
opacity:0;visibility:hidden;pointer-events:none;\n
transition:opacity .2s ease,transform .2s ease,visibility .2s;\n
z-index:1001;\n
}\n
#sp-public-nav .nav-item:hover>.panel,\n
#sp-public-nav .nav-item.is-open>.panel{\n
opacity:1;visibility:visible;pointer-events:auto;\n
transform:translateX(-50%) translateY(0);\n
}\n
\n
#sp-public-nav .slim{display:flex;flex-direction:column;min-width:230px}\n
#sp-public-nav .slim-2col{display:flex;gap:48px}\n
#sp-public-nav .slim-city{display:flex;flex-direction:column}\n
#sp-public-nav .slim-head{\n
font-size:.72rem;font-weight:600;letter-spacing:.01em;\n
color:var(--grey);\n
margin-bottom:16px;white-space:nowrap;\n
}\n
#sp-public-nav .big-list{display:flex;flex-direction:column;gap:11px}\n
#sp-public-nav .big-list a{\n
font-size:1.55rem;font-weight:700;line-height:1.18;\n
color:var(--ink);letter-spacing:-.01em;white-space:nowrap;\n
transition:color .15s ease;\n
}\n
#sp-public-nav .big-list a:hover{color:#000;opacity:.7}\n
/* B-1733: In Dropdowns mit Rangfolge (Events, Für Unternehmen, Startupwelt, AI Hub, Über uns)\n
trägt nur der erste Eintrag die volle Größe — die folgenden treten zurück und führen den Blick\n
auf das Hauptziel. Coworking/Konferenzräume bleiben ungestuft (Einträge dort sind gleichrangig). */\n
#sp-public-nav .big-list-tiered a:not(:first-child){\n
font-size:1.05rem;font-weight:600;line-height:1.3;\n
color:var(--grey);letter-spacing:0;\n
}\n
#sp-public-nav .big-list-tiered a:not(:first-child):hover{color:var(--ink);opacity:1}\n
/* B-2155: Nebeneintrag im Stadt-Block (AI Community Pass) — tritt gegenüber den\n
gleichrangigen Hauptprodukten zurück, bleibt aber mit Badge auffindbar. */\n
#sp-public-nav .big-list a.nav-sub{\n
font-size:1.05rem;font-weight:600;line-height:1.3;\n
color:var(--grey);letter-spacing:0;\n
display:inline-flex;align-items:center;gap:8px;\n
}\n
#sp-public-nav .big-list a.nav-sub:hover{color:var(--ink);opacity:1}\n
#sp-public-nav .nav-badge{\n
background:#9535ff;color:#fff;\n
font-size:.62rem;font-weight:700;letter-spacing:.04em;text-transform:uppercase;\n
padding:2px 7px;border-radius:999px;line-height:1.4;\n
}\n
#sp-public-nav .slim-divider{height:1px;background:var(--line);margin:20px 0 14px}\n
#sp-public-nav .slim-foot{\n
display:flex;align-items:center;justify-content:space-between;\n
gap:24px;white-space:nowrap;\n
}\n
#sp-public-nav .slim-cta{\n
font-size:.95rem;font-weight:600;color:#5a8a00;\n
transition:color .15s ease,opacity .15s ease;\n
}\n
#sp-public-nav .slim-cta:hover{color:#7AB800;opacity:.85}\n
/* B-1473: Probetag-CTA pro Stadt-Spalte; Footer nur noch Memberships (rechtsbündig) */\n
/* B-2174: Der Probetag-CTA hing per festem margin-top direkt unter der Liste und\n
rutschte damit mit jeder zusaetzlichen Zeile nach unten. Seit dem AI Community Pass\n
(B-2155) hat Duesseldorf einen Eintrag mehr als Koeln -> die beiden CTAs standen\n
33px versetzt. margin-top:auto schiebt ihn an den Spaltenboden; die Spalten sind\n
durch das flex-stretch in .slim-2col ohnehin gleich hoch. Das padding haelt den\n
Abstand zur Liste, wenn eine Spalte exakt ausgefuellt ist. */\n
#sp-public-nav .slim-city-cta{margin-top:auto;padding-top:16px}\n
#sp-public-nav .slim-foot-single{justify-content:flex-end}\n
#sp-public-nav .slim-over{\n
font-size:.9rem;font-weight:400;color:var(--grey);\n
transition:color .15s ease;\n
}\n
#sp-public-nav .slim-over:hover{color:var(--ink)}\n
\n
#sp-public-nav .burger{display:none;margin-left:auto;background:none;border:0;cursor:pointer;\n
width:32px;height:32px;align-items:center;justify-content:center}\n
#sp-public-nav .burger span{display:block;width:18px;height:1.5px;background:var(--ink);position:relative}\n
#sp-public-nav .burger span::before,#sp-public-nav .burger span::after{content:"";position:absolute;left:0;width:18px;height:1.5px;background:var(--ink)}\n
#sp-public-nav .burger span::before{top:-5px}#sp-public-nav .burger span::after{top:5px}\n
\n
/* ===== Mobile Drill-Down-Overlay (Apple-Stil) ===== */\n
#sp-public-nav .mobile{\n
display:none;position:fixed;inset:0;z-index:1005;\n
background:#fff;flex-direction:column;overflow:hidden;\n
}\n
#sp-public-nav .mobile.open{display:flex}\n
\n
/* Header: Logo + Schließen */\n
#sp-public-nav .mob-topbar{\n
flex:0 0 auto;height:var(--bar-h);\n
display:flex;align-items:center;justify-content:space-between;\n
padding:0 22px;border-bottom:1px solid var(--line);\n
background:rgba(255,255,255,.92);\n
backdrop-filter:saturate(180%) blur(14px);\n
-webkit-backdrop-filter:saturate(180%) blur(14px);\n
}\n
#sp-public-nav .mob-logo img{height:24px;display:block}\n
#sp-public-nav .mob-close{\n
width:32px;height:32px;border:0;background:transparent;\n
color:var(--grey-soft);font-size:22px;line-height:1;cursor:pointer;\n
display:flex;align-items:center;justify-content:center;border-radius:50%;\n
}\n
#sp-public-nav .mob-close:active{background:#f2f2f4}\n
\n
/* Sliding viewport */\n
#sp-public-nav .mob-viewport{flex:1 1 auto;position:relative;overflow:hidden}\n
#sp-public-nav .mob-level{\n
position:absolute;inset:0;overflow-y:auto;-webkit-overflow-scrolling:touch;\n
background:#fff;transition:transform .3s cubic-bezier(.32,.72,0,1);\n
}\n
\n
/* Level 1 */\n
#sp-public-nav .mob-level1{transform:translateX(0);display:flex;flex-direction:column;z-index:1}\n
#sp-public-nav .mobile.in-sub .mob-level1{transform:translateX(-26%)}\n
#sp-public-nav .mob-l1-list{flex:1 1 auto;padding:6px 0 4px}\n
#sp-public-nav .mob-l1-row{\n
display:flex;align-items:center;justify-content:space-between;width:100%;\n
background:transparent;border:0;text-align:left;\n
padding:17px 22px;font-size:17px;color:var(--ink);font-weight:500;\n
letter-spacing:-.012em;cursor:pointer;position:relative;font-family:inherit;\n
}\n
#sp-public-nav .mob-l1-row + .mob-l1-row::before{\n
content:"";position:absolute;top:0;left:22px;right:0;height:1px;background:var(--line);\n
}\n
#sp-public-nav .mob-l1-row:active{background:#f7f7f8}\n
#sp-public-nav .mob-chev{color:#aeaeb2;font-size:20px;font-weight:400;line-height:1;margin-left:12px}\n
\n
/* Level 1 footer */\n
#sp-public-nav .mob-foot{\n
flex:0 0 auto;border-top:1px solid var(--line);\n
padding:16px 22px 22px;display:flex;align-items:center;gap:14px;flex-wrap:wrap;\n
}\n
#sp-public-nav .mob-lang{font-size:13px;color:var(--grey);letter-spacing:.02em}\n
#sp-public-nav .mob-lang a{color:var(--grey)}\n
#sp-public-nav .mob-lang a.active{color:var(--ink);font-weight:600}\n
#sp-public-nav .mob-lang .sep{color:#aeaeb2;margin:0 4px}\n
#sp-public-nav .mob-login{font-size:14px;color:var(--ink);font-weight:500}\n
#sp-public-nav .mob-pill{\n
margin-left:auto;background:#7AB800;color:#fff;font-size:14px;font-weight:600;\n
padding:9px 18px;border-radius:999px;letter-spacing:-.01em;white-space:nowrap;\n
}\n
#sp-public-nav .mob-pill:active{background:#6aa300}\n
\n
/* Level 2 panels */\n
#sp-public-nav .mob-panel{\n
transform:translateX(100%);display:flex;flex-direction:column;z-index:2;\n
}\n
#sp-public-nav .mob-panel.active{transform:translateX(0)}\n
#sp-public-nav .mob-sub-header{\n
position:sticky;top:0;flex:0 0 auto;\n
background:rgba(255,255,255,.92);\n
backdrop-filter:saturate(180%) blur(14px);\n
-webkit-backdrop-filter:saturate(180%) blur(14px);\n
border-bottom:1px solid var(--line);z-index:5;\n
}\n
#sp-public-nav .mob-back{\n
display:flex;align-items:center;gap:4px;width:100%;\n
background:transparent;border:0;text-align:left;\n
padding:15px 20px;font-size:17px;font-weight:600;letter-spacing:-.015em;\n
color:var(--ink);cursor:pointer;font-family:inherit;\n
}\n
#sp-public-nav .mob-back-arrow{color:#7AB800;font-size:21px;line-height:1;margin-right:2px}\n
#sp-public-nav .mob-back:active{opacity:.6}\n
#sp-public-nav .mob-l2-body{flex:1 1 auto;padding:8px 0 4px}\n
#sp-public-nav .mob-group-head{\n
font-size:11px;font-weight:600;letter-spacing:.07em;text-transform:uppercase;\n
color:#aeaeb2;padding:18px 22px 7px;\n
}\n
#sp-public-nav .mob-l2-row{\n
display:block;padding:14px 22px;font-size:16px;color:var(--ink);\n
font-weight:400;letter-spacing:-.01em;position:relative;\n
}\n
#sp-public-nav .mob-l2-row + .mob-l2-row::before{\n
content:"";position:absolute;top:0;left:22px;right:22px;height:1px;background:var(--line);\n
}\n
#sp-public-nav .mob-l2-row:active{background:#f7f7f8}\n
#sp-public-nav .mob-ext{font-size:12px;color:#aeaeb2;margin-left:5px;vertical-align:1px}\n
\n
/* CTA area */\n
#sp-public-nav .mob-cta-area{\n
flex:0 0 auto;border-top:1px solid var(--line);\n
padding:18px 22px 24px;display:flex;flex-direction:column;gap:12px;\n
}\n
#sp-public-nav .mob-cta{\n
display:block;text-align:center;background:#7AB800;color:#fff;\n
font-size:16px;font-weight:600;padding:14px 18px;border-radius:14px;letter-spacing:-.01em;\n
}\n
#sp-public-nav .mob-cta:active{background:#6aa300}\n
#sp-public-nav .mob-cta-secondary{\n
display:block;text-align:center;color:var(--ink);font-size:15px;font-weight:500;padding:2px;\n
}\n
\n
@media(max-width:1023px){\n
#sp-public-nav .nav,#sp-public-nav .bar-right{display:none}\n
#sp-public-nav .burger{display:flex}\n
}\n
</style>\n
<div id="sp-public-nav">\n
\n
<!-- ============ TOP BAR ============ -->\n
<header class="bar">\n
<div class="bar-inner">\n
<a class="logo" href="/" aria-label="STARTPLATZ">\n
<img src="https://res.cloudinary.com/startplatz/image/upload/c_scale,w_180/v1614775163/logos/STARTPLATZ_Logos/STARTPLATZ_Logo.png" alt="STARTPLATZ">\n
</a>\n
\n
<nav class="nav" id="nav">\n
\n
<!-- ===== Büros & Coworking ===== -->\n
<div class="nav-item" data-menu>\n
<div class="nav-link">Büros & Coworking</div>\n
<div class="panel">\n
<div class="slim">\n
<div class="slim-2col">\n
<div class="slim-city">\n
<div class="slim-head">Köln</div>\n
<div class="big-list">\n
<a href="https://www.startplatz.de/coworking-koeln/">Coworking</a>\n
<a href="https://www.startplatz.de/teambuero-koeln/">Teambüros</a>\n
<a href="https://www.startplatz.de/geschaeftsanschrift-koeln/">Geschäftsadresse</a>\n
</div>\n
<a class="slim-cta slim-city-cta" href="https://cal.eu/startplatz/coworking-probetag-koln">Probetag buchen →</a>\n
</div>\n
<div class="slim-city">\n
<div class="slim-head">Düsseldorf</div>\n
<div class="big-list">\n
<a href="https://www.startplatz.de/coworking-duesseldorf/">Coworking</a>\n
<a href="https://www.startplatz.de/buero-duesseldorf/">Teambüros</a>\n
<a href="https://www.startplatz.de/geschaeftsanschrift-duesseldorf/">Geschäftsadresse</a>\n
<a class="nav-sub" href="https://www.startplatz.de/ai-community-pass-duesseldorf/">AI Community Pass<span class="nav-badge">Neu</span></a>\n
</div>\n
<a class="slim-cta slim-city-cta" href="https://cal.eu/startplatz-dus/coworking-probetag-dusseldorf">Probetag buchen →</a>\n
</div>\n
</div>\n
<div class="slim-divider"></div>\n
<div class="slim-foot slim-foot-single">\n
<a class="slim-over" href="https://www.startplatz.de/memberships/">Memberships & Tarife →</a>\n
</div>\n
</div>\n
</div>\n
</div>\n
\n
<!-- ===== Konferenzräume ===== -->\n
<div class="nav-item" data-menu>\n
<div class="nav-link">Konferenzräume</div>\n
<div class="panel">\n
<div class="slim">\n
<div class="slim-head">Konferenzräume entdecken</div>\n
<div class="big-list">\n
<a href="https://www.startplatz.de/koeln-tagungsraeume-und-konferenzraeume/">Konferenzräume Köln</a>\n
<a href="https://www.startplatz.de/duesseldorf-tagungsraeume-und-konferenzraeume/">Konferenzräume Düsseldorf</a>\n
</div>\n
<div class="slim-divider"></div>\n
<div class="slim-foot">\n
<a class="slim-cta" href="https://www.startplatz.de/raumanfrage?standort=koeln">Raum in Köln buchen</a>\n
<a class="slim-cta" href="https://www.startplatz.de/raumanfrage?standort=duesseldorf">Raum in Düsseldorf buchen</a>\n
</div>\n
</div>\n
</div>\n
</div>\n
\n
<!-- ===== Events ===== -->\n
<div class="nav-item" data-menu>\n
<div class="nav-link">Events</div>\n
<div class="panel">\n
<div class="slim">\n
<div class="slim-head">Events entdecken</div>\n
<div class="big-list big-list-tiered">\n
<a href="https://www.startplatz.de/events">Alle Events</a>\n
<a href="https://www.startplatz.de/ki-weiterbildung/meetups/">Meetups</a>\n
<a href="https://www.startplatz.de/ki-weiterbildung/hackathons/">Hackathons</a>\n
</div>\n
<div class="slim-divider"></div>\n
<div class="slim-foot">\n
<a class="slim-cta" href="https://www.startplatz.de/events">Zu allen Events</a>\n
</div>\n
</div>\n
</div>\n
</div>\n
\n
<!-- ===== Für Unternehmen (Business Innovation) ===== -->\n
<div class="nav-item" data-menu>\n
<div class="nav-link">Für Unternehmen</div>\n
<div class="panel">\n
<div class="slim">\n
<div class="slim-head">Business Innovation entdecken</div>\n
<div class="big-list big-list-tiered">\n
<a href="/business-innovation/">Für Unternehmen</a>\n
<a href="/business-innovation/ai-experience-day/">AI Experience Day</a>\n
<a href="/business-innovation/startup-scouting/">Startup Scouting</a>\n
<a href="/business-innovation/trusted-advisor/">Trusted Advisor</a>\n
<a href="/business-innovation/partnerschaften/">Partnerschaften & Sponsoring</a>\n
</div>\n
<div class="slim-divider"></div>\n
<div class="slim-foot">\n
<a class="slim-cta" href="https://www.cal.eu/julian-palaszewski-aqkzwq" target="_blank" rel="noopener">Gespräch vereinbaren</a>\n
<a class="slim-over" href="https://startplatz-ai-academy.de/unternehmen" target="_blank" rel="noopener">AI Academy →</a>\n
</div>\n
</div>\n
</div>\n
</div>\n
\n
<!-- ===== Startupwelt ===== -->\n
<div class="nav-item" data-menu>\n
<div class="nav-link">Startupwelt</div>\n
<div class="panel">\n
<div class="slim">\n
<div class="slim-head">Startupwelt entdecken</div>\n
<div class="big-list big-list-tiered">\n
<a href="https://www.startplatz.de/accelerator/">KI Accelerator</a>\n
<a href="https://www.startplatz.de/open-accelerator">Inkubator</a>\n
<a href="https://www.startplatz.de/gruendungsstipendium-nrw/">Gründungsstipendium NRW</a>\n
<a href="https://www.rheinlandpitch.de" target="_blank" rel="noopener">Rheinland-Pitch</a>\n
<a href="https://www.startplatz.de/startups">Unsere Startups</a>\n
</div>\n
<div class="slim-divider"></div>\n
<div class="slim-foot">\n
<a class="slim-cta" href="https://www.startplatz.de/accelerator/">Jetzt bewerben</a>\n
<a class="slim-over" href="https://www.startplatz.de/sprechstunden/">Sprechstunden, Mentoring & mehr →</a>\n
</div>\n
</div>\n
</div>\n
</div>\n
\n
<!-- ===== AI Hub ===== -->\n
<div class="nav-item" data-menu>\n
<div class="nav-link">AI Hub</div>\n
<div class="panel">\n
<div class="slim">\n
<div class="slim-head">AI Hub entdecken</div>\n
<div class="big-list big-list-tiered">\n
<a href="https://www.startplatz.de/ki-weiterbildung/masterclasses/">Webinare & Masterclasses</a>\n
<a href="https://www.startplatz.de/ki-weiterbildung/ki-campus/">KI Campus</a>\n
<a href="https://www.startplatz.de/ki-weiterbildung/meetups/">Meetups</a>\n
<a href="https://www.startplatz.de/ki-weiterbildung/hackathons/">Hackathons</a>\n
<a href="https://www.startplatz.de/ai-hub-rheinland-koeln-frankreich-startplatz/">Frankreich-Initiative</a>\n
</div>\n
<div class="slim-divider"></div>\n
<div class="slim-foot">\n
<a class="slim-cta" href="https://www.startplatz.de/ki-experten">Dozent:in werden</a>\n
<a class="slim-over" href="https://startplatz-ai-academy.de/" target="_blank" rel="noopener">Zur AI Academy →</a>\n
</div>\n
</div>\n
</div>\n
</div>\n
\n
<!-- ===== Über uns ===== -->\n
<div class="nav-item" data-menu>\n
<div class="nav-link">Über uns</div>\n
<div class="panel">\n
<div class="slim">\n
<div class="slim-head">STARTPLATZ entdecken</div>\n
<div class="big-list big-list-tiered">\n
<a href="https://www.startplatz.de/ueber-uns/">Über STARTPLATZ</a>\n
<a href="https://www.startplatz.de/startplatz-team/">STARTPLATZ Team</a>\n
<a href="https://www.startplatz.de/standorte/">Standorte</a>\n
<a href="https://www.startplatz.de/partner">Partner</a>\n
</div>\n
<div class="slim-divider"></div>\n
<div class="slim-foot">\n
<a class="slim-cta" href="https://www.startplatz.de/karriere/">Karriere</a>\n
<a class="slim-cta" href="https://www.startplatz.de/partner-werden/">Partner werden</a>\n
</div>\n
</div>\n
</div>\n
</div>\n
\n
<!-- ===== Blog (direct link) ===== -->\n
<div class="nav-item">\n
<a class="nav-link" href="https://www.startplatz.de/blog/">Blog</a>\n
</div>\n
\n
</nav>\n
\n
<div class="bar-right">\n
<div class="lang">\n
<button class="lang-btn" aria-label="Sprache wählen">\n
<svg viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2"><path stroke-linecap="round" stroke-linejoin="round" d="M21 12a9 9 0 01-9 9m9-9a9 9 0 00-9-9m9 9H3m9 9a9 9 0 01-9-9m9 9c1.657 0 3-4.03 3-9s-1.343-9-3-9m0 18c-1.657 0-3-4.03-3-9s1.343-9 3-9m-9 9a9 9 0 019-9"/></svg>\n
<svg class="lang-caret" viewBox="0 0 24 24" fill="none" stroke="currentColor" stroke-width="2"><path stroke-linecap="round" stroke-linejoin="round" d="M19 9l-7 7-7-7"/></svg>\n
</button>\n
<div class="lang-menu">\n
<a href="/" class="active">DE</a>\n
<a href="/en/" class="">EN</a>\n
<a href="/fr/" class="">FR</a>\n
</div>\n
</div>\n
<a class="login" href="https://www.startplatz.de/login/">Login</a>\n
<a class="join" href="https://www.startplatz.de/memberships/">Mitglied werden</a>\n
</div>\n
\n
<button class="burger" id="burger" aria-label="Menü"><span></span></button>\n
</div>\n
</header>\n
\n
<!-- ============ MOBILE DRILL-DOWN (Apple-Stil) ============ -->\n
<div class="mobile" id="mobile">\n
\n
<!-- Header: Logo + Schließen -->\n
<div class="mob-topbar">\n
<a class="mob-logo" href="/" aria-label="STARTPLATZ">\n
<img src="https://res.cloudinary.com/startplatz/image/upload/c_scale,w_180/v1614775163/logos/STARTPLATZ_Logos/STARTPLATZ_Logo.png" alt="STARTPLATZ">\n
</a>\n
<button class="mob-close" type="button" aria-label="Menü schließen">✕</button>\n
</div>\n
\n
<!-- Sliding viewport -->\n
<div class="mob-viewport">\n
\n
<!-- LEVEL 1 -->\n
<div class="mob-level mob-level1" id="mob-level1">\n
<nav class="mob-l1-list">\n
<button class="mob-l1-row" type="button" data-target="mob-sub-bueros">Büros & Coworking <span class="mob-chev">›</span></button>\n
<button class="mob-l1-row" type="button" data-target="mob-sub-konf">Konferenzräume <span class="mob-chev">›</span></button>\n
<button class="mob-l1-row" type="button" data-target="mob-sub-events">Events <span class="mob-chev">›</span></button>\n
<button class="mob-l1-row" type="button" data-target="mob-sub-corporate">Für Unternehmen <span class="mob-chev">›</span></button>\n
<button class="mob-l1-row" type="button" data-target="mob-sub-startup">Startupwelt <span class="mob-chev">›</span></button>\n
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<h1 style="line-height: 2em;">Mach dein Unternehmen bekannter: Aktuelle Trends im Online Marketing</h1>\n
<p class="date">10. Februar 2022, 14:55 :: <a href="https://www.staging.startplatz.de/category/aktuelle-trends/" rel="category tag">Aktuelle Trends</a></p>\n
<p class="date">Autor: lgraef</p>\n
<p><p><strong>Gefühlt verändert sich das Online Marketing ständig. Kein Wunder, denn die digitale Welt ist ebenfalls stets im Wandel. Für das Jahr 2022 zeichnen sich ein paar Trends ab, die uns bereits bekannt sind, aber auch für Neuerungen ist genügend Platz im Online Marketing. Beispielsweise wird im Jahr 2022 die menschliche Stimme immer mehr an Wichtigkeit gewinnen, und zwar auf verschiedene Arten und Weisen. Unternehmen werden persönlicher und möchten die Beziehung zwischen ihnen und ihrer Kundschaft intensivieren, unter anderem über E-Mail-Marketing. Daneben gibt es noch eine ganze Reihe weiterer Trends für dieses Jahr.</strong></p>\n
<p><span id="more-73151"></span></p>\n
<h2>Nachhaltigkeit im Online Marketing</h2>\n
<p>Spätestens seitdem die „Fridays for Future“-Bewegung vor einigen Jahren aufkam, sind die Themen Nachhaltigkeit, Umweltschutz und Klimaschutz in dem Bewusstsein der breiten Bevölkerung angekommen. Nachhaltigkeit im Marketing ist heutzutage keine Besonderheit mehr, sondern sollte eine Selbstverständlichkeit sein.<br />\n
Gerade im eCommerce-Bereich lässt sich mit Augmented-Reality-Technologien nachhaltigeres Marketing betreiben. Kund*innen können die bestellte Ware bereits vorab zu Hause bewundern, was das Aufkommen von Retouren weiter senken könnte.<br />\n
Die Nachverfolgbarkeit von Rohstoffen kann ebenfalls als Marketinginstrument und gleichzeitig als Kaufargument gesehen werden. Daneben gibt es noch einige <a href="https://www.it-daily.net/it-management/e-business/31870-so-gelingt-nachhaltiges-online-marketing-in-2022" target="_blank" rel="noopener">weitere Nachhaltigkeitsaspekte</a>, die Sie bei Ihrem Onlinemarketing beachten können.</p>\n
<h2>Zielgruppen akkurat adressieren</h2>\n
<p>Spätestens seit dem Beginn der Corona-Pandemie lässt sich beobachten, dass Unternehmen vermehrt Zielgruppen aus einzelnen Alterssegmenten gezielt ansprechen. Mehrere Alterssegmente bedeuten, dass jedes explizit und akkurat angesprochen werden möchte. Dazu nutzen Unternehmen ihre in der CI verankerte Sprache, die eine möglichst breite Masse ansprechen soll.<br />\n
In den sozialen Medien können Unternehmen jedoch etwas gezielter vorgehen, wenn sie die jeweiligen Marketinginstrumente hier beherrschen. Zudem sollte mittlerweile bekannt sein, dass <a href="https://www.ard-zdf-onlinestudie.de/files/2021/Beisch_Koch.pdf#page=15" target="_blank" rel="noopener">nicht jede Altersgruppe mit jedem sozialen Medium erreicht</a> werden kann.<br />\n
Gerade für die jüngere Generation ist das Angebot von kontaktlosem Bezahlen und digitalen Wallets ebenfalls wichtig. Das solltest du ebenfalls kommunizieren.</p>\n
<h2>E-Mail Marketing steht für Beständigkeit</h2>\n
<p>Die globale Pandemie hat uns gezeigt, wie sehr wir auf das Versenden von <a href="https://www.startplatz.de/newsletter-und-emailmarketing/" target="_blank" rel="noopener">Newslettern und E-Mail-Marketing</a> angewiesen sind. Insbesondere kleinere Unternehmen, die bislang nur über die sozialen Medien geworben oder ihre Kundschaft über Mundpropaganda gewonnen haben, schätzen seit der Pandemie Maßnahmen sehr, um online mit den Menschen in Kontakt zu bleiben.<br />\n
Es werden immer mehr E-Mails geschrieben und gelesen und das solltest du für deine Marketingzwecke nutzen. Hierfür <a href="https://www.getresponse.com/de/blog/die-besten-deutschen-newsletter-tools" target="_blank" rel="noopener">bieten sich verschiedene Tools an</a>, mit denen sich ein solides E-Mail Marketing durchführen lässt.<br />\n
Für folgende Unternehmensbereiche kann es wichtig sein:</p>\n
<ul>\n
<li>Intensivierung der Kundenbindung</li>\n
<li>Ankündigung neuer Produkte</li>\n
<li>Informationen über Serviceleistungen</li>\n
<li>allgemeine Neuigkeiten</li>\n
<li>Branding und Festigung der CI</li>\n
<li>usw.</li>\n
</ul>\n
<p>Wichtig dabei ist, dass die Inhalte interessant und relevant für die Leserschaft sind, die E-Mails in der ganzen Informationsflut nicht untergehen und dass ein Mehrwert geboten wird.</p>\n
<h2>Die Stimme im Online Marketing</h2>\n
<p>Wir befinden uns langsam, aber sicher im Online-Zeitalter der Stimme. Alle Menschen, die etwas heutzutage etwas auf sich halten, betreiben einen Podcast. Daneben wird die Sprache für Nutzer*innen ebenfalls wichtiger, da sie immer häufiger Sprachbefehle bei Siri und Alexa nutzen.<br />\n
Auch Sprachnachrichten, wie etwa beim Messengerdienst WhatsApp, erfreuen sich nach wie vor größter Beliebtheit. Dieses Interesse an der gesprochenen Sprache solltest du für dein Marketing nutzen.<br />\n
Podcasts können beispielsweise als eine Art auditives Content Marketing genutzt werden. Firmen machen auf diese Weise auf sich aufmerksam. Gleichzeitig solltest du deinen Online-Auftritt nicht mehr nur auf einzelne Keywords hin optimieren, sondern auf ganze Phrasen.<br />\n
Werden etwa Google-Suchanfragen über Alexa oder Siri getätigt, suchen die Menschen eher mit vollständigen Sätzen als mit einzelnen Keywords.</p>\n
<h2>Persönlicher Kontakt digital</h2>\n
<p>Wir leben in einer digitalen Welt. Nicht selten bleibt dabei ein persönlicher Kontakt zwischen Unternehmen und der Kundschaft auf der Strecke. In der Corona-Pandemie sehnen sich die Menschen jedoch nach einem persönlichen Service.<br />\n
Eine persönliche Beratung kann beispielsweise in Form von Chats oder Videochats umgesetzt werden, allerdings sollten Unternehmen dabei nicht auf Chatbots zurückgreifen. Manchmal sind die Anliegen nämlich so speziell, dass ein Bot es gar nicht verstehen kann. Das wirkt wiederum abschreckend auf die Kund*innen.<br />\n
Wichtig ist also, dass ein Mensch am anderen Ende sitzt, der sich einfühlsam um die Probleme oder Wünsche der Kund*innen kümmert. Ein menschlicher Kontakt im Chat kann nicht ersetzt werden, denn der Mensch macht hier immer noch einen besseren Job als ein Chatbot.</p>\n
<h2>Weiterentwicklung von K.I.s bietet große Chancen</h2>\n
<p>Neben dem persönlichen Kontakt können verschiedene Formen der künstlichen Intelligenz neue Möglichkeiten und eine Entlastung im Marketing bringen. Viele Aufgaben, wie etwa das Ad-Management, können ein Stück weit automatisiert werden. So können sich Unternehmen um kreativere Prozesse innerhalb der Kampagnen konzentrieren.<br />\n
Künstliche Intelligenzen können zudem auch bei der Personalisierung von Content oder der Content Curation helfen. Ähnlich wie bei Netflix und anderen Streaming-Diensten kann auch die Werbung von einer K.I. genau auf einen potenziellen Kunden oder eine potenzielle Kundin zugeschnitten werden.<br />\n
Dynamic Pricing ist ebenfalls schon in der Gegenwart angekommen. Dabei passen künstliche Intelligenzen Preise für Produkte an. Wenn du beispielsweise aktiv auf der Suche einem bestimmten Produkt bist, wird es dir teurer angeboten, als wenn es dir aufgrund deiner Interessen vorgeschlagen wird. Auf diese Weise kann das Kaufverhalten aktiv beeinflusst werden. In Zukunft werden K.I.s jedoch noch viel verbreiteter sein.</p>\n
<h2>Video Marketing</h2>\n
<p><a href="https://www.marketinginstitut.biz/blog/video-marketing/" target="_blank" rel="noopener">Content in Video-Form</a> hat ebenfalls eine Art Höhepunkt erreicht. Für Marketingzwecke ist das visuelle Medium natürlich bekannt, und zwar in Form von Werbespots. Um pure Werbung soll es beim Video Marketing allerdings nicht gehen.<br />\n
Vielmehr sollen Inhalte mit Mehrwert geboten werden, wie etwa Livestreams oder Tutorials. Dabei werden Informationen vermittelt oder die Inhalte dienen einfach der Unterhaltung. Wichtig ist, dass du eine gute Geschichte erzählst und die Zuschauer*innen emotional auf irgendeine Weise berührst.</p>\n
<h2>Fazit</h2>\n
<p>Viel Bekanntes und viele Neuerungen – Darauf dürfen wir uns bei den Online-Marketing-Trends für das Jahr 2022 gefasst machen. Unternehmen sollten vor allem viel Wert auf hochwertigen Content legen, sei es beim E-Mail Marketing, beim Video Marketing oder beim eigenen Podcast. Die Themen Nachhaltigkeit und persönliche Beratung sollten ebenfalls nicht unterschätzt werden. Zudem gilt es zu prüfen, ob einige Marketing-Aufgaben eventuell an K.I.s ausgelagert werden können.</p>\n
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<p>StudioWP.io ist ein ausgereiftes Startup der beiden Gründer Felix Bauer (woogency.de, WooCommerce) und Jon Ziemlich (jon-ziemlich.de, WordPress). Die SaaS-Lösung zur professionellen WordPress Wartung wurde als Webapp seit 2019 stetig weiterentwickelt und Mitte dieses Jahres für professionelle Anwender, Freelancer & Agenturen freigegeben. Inzwischen werden mit Hilfe der Lösung aus Team & Tool schon über 250 WordPress– […]</p>\n
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<h3><a href="https://www.staging.startplatz.de/6-schritte-erfolgreicher-growth-marketing-massnahmen-mit-ben-sufiani/">„Marketing war für mich immer das Instrument, das ein Unternehmen am Leben hält“ – 6 Schritte erfolgreicher Growth Marketing Maßnahmen mit Ben Sufiani</a></h3>\n
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removeClass(el, cssClass) : addClass(el, cssClass); }; } var noop = function() {}; var profilerStorageKey = 'symfony/profiler/'; var addEventListener; var el = document.createElement('div'); if (!('addEventListener' in el)) { addEventListener = function (element, eventName, callback) { element.attachEvent('on' + eventName, callback); }; } else { addEventListener = function (element, eventName, callback) { element.addEventListener(eventName, callback, false); }; } var request = function(url, onSuccess, onError, payload, options, tries) { url = new URL(url); url.searchParams.set('XDEBUG_IGNORE', '1'); url = url.toString(); var xhr = window.XMLHttpRequest ? new XMLHttpRequest() : new ActiveXObject('Microsoft.XMLHTTP'); options = options || {}; options.retry = options.retry || false; tries = tries || 1; /* this delays for 125, 375, 625, 875, and 1000, ... */ var delay = tries < 5 ? 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's' : ''); } var ajaxToolbarPanel = document.querySelector('.sf-toolbar-block-ajax'); if (requestStack.length) { ajaxToolbarPanel.style.display = ''; } else { ajaxToolbarPanel.style.display = 'none'; } if (pendingRequests > 0) { addClass(ajaxToolbarPanel, 'sf-ajax-request-loading'); } else if (successStreak < 4) { addClass(ajaxToolbarPanel, 'sf-toolbar-status-red'); removeClass(ajaxToolbarPanel, 'sf-ajax-request-loading'); } else { removeClass(ajaxToolbarPanel, 'sf-ajax-request-loading'); removeClass(ajaxToolbarPanel, 'sf-toolbar-status-red'); } }; var startAjaxRequest = function(index) { var tbody = document.querySelector('.sf-toolbar-ajax-request-list'); if (!tbody) { return; } var nbOfAjaxRequest = tbody.rows.length; if (nbOfAjaxRequest >= 100) { tbody.deleteRow(0); } var request = requestStack[index]; pendingRequests++; var row = document.createElement('tr'); request.DOMNode = row; var requestNumberCell = document.createElement('td'); requestNumberCell.textContent = index + 1; row.appendChild(requestNumberCell); 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durationCell.textContent = 'n/a'; row.appendChild(durationCell); request.liveDurationHandle = setInterval(function() { durationCell.textContent = (new Date() - request.start) + ' ms'; }, 100); row.className = 'sf-ajax-request sf-ajax-request-loading'; tbody.insertBefore(row, null); var toolbarInfo = document.querySelector('.sf-toolbar-block-ajax .sf-toolbar-info'); toolbarInfo.scrollTop = toolbarInfo.scrollHeight; renderAjaxRequests(); }; var finishAjaxRequest = function(index) { var request = requestStack[index]; clearInterval(request.liveDurationHandle); if (!request.DOMNode) { return; } if (request.toolbarReplace && !request.toolbarReplaceFinished && request.profile) { /* Flag as complete because finishAjaxRequest can be called multiple times. */ request.toolbarReplaceFinished = true; /* Search up through the DOM to find the toolbar's container ID. */ for (var elem = request.DOMNode; elem && elem !== document; elem = elem.parentNode) { if (elem.id.match(/^sfwdt/)) { Sfjs.loadToolbar(elem.id.replace(/^sfwdt/, ''), request.profile); 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finishAjaxRequest(idx); }); startAjaxRequest(idx); } return promise; }; } if (window.XMLHttpRequest && XMLHttpRequest.prototype.addEventListener) { var proxied = XMLHttpRequest.prototype.open; XMLHttpRequest.prototype.open = function(method, url, async, user, pass) { var self = this; /* prevent logging AJAX calls to static and inline files, like templates */ var path = url; if (url.slice(0, 1) === '/') { if (0 === url.indexOf('')) { path = url.slice(0); } } else if (0 === url.indexOf('https\u003A\/\/www.staging.startplatz.de')) { path = url.slice(33); } if (!path.match(new RegExp("^\/((index|app(_[\\w]+)?)\\.php\/)?_wdt"))) { var stackElement = { error: false, url: url, method: method, type: 'xhr', start: new Date() }; var idx = requestStack.push(stackElement) - 1; this.addEventListener('readystatechange', function() { if (self.readyState == 4) { stackElement.duration = new Date() - stackElement.start; stackElement.error = self.status < 200 || self.status >= 400; stackElement.statusCode = self.status; 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(onSuccess || noop)(xhr, el); }, function(xhr) { (onError || noop)(xhr, el); }, '', options ); } return this; }, showToolbar: function(token) { var sfwdt = this.getSfwdt(token); var toggleButton = document.querySelector(`#sfToolbarToggleButton-${token}`); if ('closed' === getPreference('toolbar/displayState')) { addClass(sfwdt.parentNode, 'sf-toolbar-closed'); removeClass(sfwdt.parentNode, 'sf-toolbar-opened'); if (toggleButton) { toggleButton.setAttribute('aria-expanded', 'false'); } } else { addClass(sfwdt.parentNode, 'sf-toolbar-opened'); removeClass(sfwdt.parentNode, 'sf-toolbar-closed'); if (toggleButton) { toggleButton.setAttribute('aria-expanded', 'true'); } } }, hideToolbar: function(token) { var sfwdt = this.getSfwdt(token); var toggleButton = document.querySelector(`#sfToolbarToggleButton-${token}`); addClass(sfwdt.parentNode, 'sf-toolbar-closed'); removeClass(sfwdt.parentNode, 'sf-toolbar-opened'); if (toggleButton) { toggleButton.setAttribute('aria-expanded', 'false'); } }, initToolbar: function(token) { this.showToolbar(token); 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'opened' : 'closed'; setPreference('toolbar/displayState', newState); 'opened' === newState ? Sfjs.showToolbar(token) : Sfjs.hideToolbar(token); }); }, loadToolbar: function(token, newToken) { var that = this; var triesCounter = document.getElementById('sfLoadCounter-' + token); var options = { retry: true, onSend: function (count) { if (count === 3) { that.initToolbar(token); } if (triesCounter) { triesCounter.textContent = count; } }, }; var cancelButton = document.getElementById('sfLoadCancel-' + token); if (cancelButton) { addEventListener(cancelButton, 'click', function (event) { event.preventDefault(); options.stop = true; that.hideToolbar(token); }); } newToken = (newToken || token); this.load( 'sfwdt' + token, 'https\u003A\/\/www.staging.startplatz.de\/_wdt\/xxxxxx'.replace(/xxxxxx/, newToken), function(xhr, el) { var toolbarContent = document.getElementById('sfToolbarMainContent-' + newToken); /* Do nothing in the edge case where the toolbar has already been replaced with a new one */ if (!toolbarContent) { return; } /* Replace the ID, it has to match the new token */ toolbarContent.parentElement.id = 'sfwdt' + newToken; /* Evaluate in global scope scripts embedded inside the toolbar */ var i, scripts = [].slice.call(el.querySelectorAll('script')); for (i = 0; i < scripts.length; ++i) { if (scripts[i].firstChild) { eval.call({}, scripts[i].firstChild.nodeValue); } } el.style.display = -1 !== xhr.responseText.indexOf('sf-toolbarreset') ? 'block' : 'none'; if (el.style.display == 'none') { return; } that.initToolbar(newToken); /* Handle toolbar-info position */ var toolbarBlocks = [].slice.call(el.querySelectorAll('.sf-toolbar-block')); for (i = 0; i < toolbarBlocks.length; ++i) { toolbarBlocks[i].onmouseover = function () { var toolbarInfo = this.querySelectorAll('.sf-toolbar-info')[0]; var pageWidth = document.body.clientWidth; var elementWidth = toolbarInfo.offsetWidth; var leftValue = (elementWidth + this.offsetLeft) - pageWidth; var rightValue = (elementWidth + (pageWidth - this.offsetLeft)) - pageWidth; /* Reset right and left value, useful on window resize */ toolbarInfo.style.right = ''; toolbarInfo.style.left = ''; if (elementWidth > pageWidth) { toolbarInfo.style.left = 0; } else if (leftValue > 0 && rightValue > 0) { toolbarInfo.style.right = (rightValue * -1) + 'px'; } else if (leftValue < 0) { toolbarInfo.style.left = 0; } else { toolbarInfo.style.right = '0px'; } }; } renderAjaxRequests(); addEventListener(document.querySelector('.sf-toolbar-ajax-clear'), 'click', function() { requestStack = []; renderAjaxRequests(); successStreak = 4; document.querySelector('.sf-toolbar-ajax-request-list').innerHTML = ''; }); addEventListener(document.querySelector('.sf-toolbar-block-ajax'), 'mouseenter', function (event) { var elem = document.querySelector('.sf-toolbar-block-ajax .sf-toolbar-info'); elem.scrollTop = elem.scrollHeight; }); addEventListener(document.querySelector('.sf-toolbar-block-ajax > .sf-toolbar-icon'), 'click', function (event) { event.preventDefault(); toggleClass(this.parentNode, 'hover'); }); var dumpInfo = document.querySelector('.sf-toolbar-block-dump .sf-toolbar-info'); if (null !== dumpInfo) { addEventListener(dumpInfo, 'sfbeforedumpcollapse', function () { dumpInfo.style.minHeight = dumpInfo.getBoundingClientRect().height+'px'; }); addEventListener(dumpInfo, 'mouseleave', function () { dumpInfo.style.minHeight = ''; }); } }, function(xhr) { if (xhr.status !== 0 && !options.stop) { var sfwdt = that.getSfwdt(token); sfwdt.innerHTML = '\ <div class="sf-toolbarreset notranslate">\ <div class="sf-toolbar-icon"><svg width="26" height="28" xmlns="http://www.w3.org/2000/svg" version="1.1" x="0px" y="0px" viewBox="0 0 26 28" enable-background="new 0 0 26 28" xml:space="preserve"><path fill="#FFFFFF" d="M13 0C5.8 0 0 5.8 0 13c0 7.2 5.8 13 13 13c7.2 0 13-5.8 13-13C26 5.8 20.2 0 13 0z M20 7.5 c-0.6 0-1-0.3-1-0.9c0-0.2 0-0.4 0.2-0.6c0.1-0.3 0.2-0.3 0.2-0.4c0-0.3-0.5-0.4-0.7-0.4c-2 0.1-2.5 2.7-2.9 4.8l-0.2 1.1 c1.1 0.2 1.9 0 2.4-0.3c0.6-0.4-0.2-0.8-0.1-1.3C18 9.2 18.4 9 18.7 8.9c0.5 0 0.8 0.5 0.8 1c0 0.8-1.1 2-3.3 1.9 c-0.3 0-0.5 0-0.7-0.1L15 14.1c-0.4 1.7-0.9 4.1-2.6 6.2c-1.5 1.8-3.1 2.1-3.8 2.1c-1.3 0-2.1-0.6-2.2-1.6c0-0.9 0.8-1.4 1.3-1.4 c0.7 0 1.2 0.5 1.2 1.1c0 0.5-0.2 0.6-0.4 0.7c-0.1 0.1-0.3 0.2-0.3 0.4c0 0.1 0.1 0.3 0.4 0.3c0.5 0 0.9-0.3 1.2-0.5 c1.3-1 1.7-2.9 2.4-6.2l0.1-0.8c0.2-1.1 0.5-2.3 0.8-3.5c-0.9-0.7-1.4-1.5-2.6-1.8c-0.8-0.2-1.3 0-1.7 0.4C8.4 10 8.6 10.7 9 11.1 l0.7 0.7c0.8 0.9 1.3 1.7 1.1 2.7c-0.3 1.6-2.1 2.8-4.3 2.1c-1.9-0.6-2.2-1.9-2-2.7c0.2-0.6 0.7-0.8 1.2-0.6 c0.5 0.2 0.7 0.8 0.6 1.3c0 0.1 0 0.1-0.1 0.3C6 15 5.9 15.2 5.9 15.3c-0.1 0.4 0.4 0.7 0.8 0.8c0.8 0.3 1.7-0.2 1.9-0.9 c0.2-0.6-0.2-1.1-0.4-1.2l-0.8-0.9c-0.4-0.4-1.2-1.5-0.8-2.8c0.2-0.5 0.5-1 0.9-1.4c1-0.7 2-0.8 3-0.6c1.3 0.4 1.9 1.2 2.8 1.9 c0.5-1.3 1.1-2.6 2-3.8c0.9-1 2-1.7 3.3-1.8C20 4.8 21 5.4 21 6.3C21 6.7 20.8 7.5 20 7.5z"/></svg></div>\ An error occurred while loading the web debug toolbar. <a href="https\u003A\/\/www.staging.startplatz.de\/_profiler\/' + newToken + '">Open the web profiler.</a>\ </div>\ '; sfwdt.parentElement.setAttribute('class', 'sf-toolbar sf-error-toolbar'); } }, options ); return this; }, toggle: function(selector, elOn, elOff) { var tmp = elOn.style.display, el = document.getElementById(selector); elOn.style.display = elOff.style.display; elOff.style.display = tmp; if (el) { el.style.display = 'none' === tmp ? 'none' : 'block'; } return this; }, }; })(); } Sfjs.loadToolbar('70ae50'); /*]]>*/</script></div><!-- END of Symfony Web Debug Toolbar -->\n
</body>\n
</html>\n
"""
#version: "1.1"
#statusCode: 200
#statusText: "OK"
#charset: "UTF-8"
-sentHeaders: ? array
} |