Digital Marketing Benchmarks 2025

Torsten Schwarz presents key findings from the "Digital Marketing Benchmarks 2025" study, analyzing trends and best practices across 5,000 companies in Germany, Austria, and Switzerland, highlighting the importance of multi-channel strategies, emerging channels like podcasts, and the transformative impact of AI on search and content.

Takeaways

• Digital Marketing Study Insights: The "Digital Marketing Benchmarks 2025" study analyzed 5,000 top companies in the DACH region across 150 criteria to identify current trends and best practices in digital marketing.
• Multi-Channel Imperative: A comprehensive multi-channel strategy is essential for success, yet 29% of leading companies still fail to fully leverage all critical digital channels (web, search, social, email).
• Channel Dynamics: While email newsletter frequency is increasing, social media posting frequency is generally decreasing due to high content effort; SEO activity remains constant, and paid activities are also seeing some reduction.
• Emerging Channels: Podcasts are significantly underestimated but growing in importance, with only 21% of companies currently using them. Mobile apps are also crucial for direct customer engagement, with 60% adoption.
• Content and Traffic Trends: Paid social media advertising is a growing necessity for traffic generation, with short-form video content (TikTok, YouTube Shorts, Instagram Reels) proving most effective for engagement.
• AI's Impact on Search: AI is transforming traditional SEO into "Geo" (Generative Engine Optimization), where direct clicks from AI searches are rare, shifting focus to reputation and mentions within Large Language Models (LLMs).
• Revival of PR: Due to the shift towards reputation in LLMs, traditional press work and mentions in reputable media are regaining critical importance for brand visibility and influence.

Buzzwords

• Digital Marketing Benchmarks
• Künstliche Intelligenz (KI)
• Multi-Channel Marketing
• Podcasts
• Short-Videos

Memorable Quotes

• Torsten Schwarz: Multi-Channel-Marketing. Das heißt, auf allen Kanälen präsent sein, ist das A und O in dem Ganzen.
• Torsten Schwarz: Es gibt nichts Besseres, als wenn ihr bei Menschen in der Hosentasche seid.
• Torsten Schwarz: Die KI-Suche ist leider auch nicht so ergiebig, weil die sind ein bisschen geizig, was Klicks angeht.
• Torsten Schwarz: Ihr betreibt derzeit SEO, Suchmaschinenmarketing und das heißt in Zukunft Geo.
• Torsten Schwarz: Plötzlich gewinnt Pressearbeit eine Bedeutung für Branding, die größer ist, als sie überhaupt schon ist.