Marketing in Echtzeit: Die neuen Regeln der Absatzwirtschaft

Marketing verändert sich in rasender Geschwindigkeit. Neue Technologien, Kompetenzen und Prozesse verändern die Möglichkeiten dessen, was Marketing heute und morgen leisten kann. Wir glauben, dass nach wie vor die Marke im Fokus modernen Marketings stehen muss. Aber wie sich Brands sichtbar machen und Engagement vorantreiben, ändert sich gerade fundamental.

Keine Frage. Marketing ist der entscheidende Faktor für den Markterfolg von Organisationen. Doch die Spielregeln haben sich verändert: Kund:innen erwarten relevante Inhalte statt plumper Werbung, digitale Kanäle dominieren die Kommunikation, und datengetriebene Strategien bestimmen den Wettbewerb. Wer heute erfolgreich sein will, muss das ganze Spiel neu denken.

Doch was bedeutet das konkret? Welche Strategien und Taktiken funktionieren? Und wie setzt man erfolgreiches Marketing in einer Zeit um, in der sich fortwährend alles ändert? Auf dieser Seite geben wir eine Einführung in die neuen Regeln der Absatzwirtschaft und verlinken in die vielen Einzelartikel, die wir zu dem Thema bereits verfasst haben und kontinuierlich ausbauen werden.

Was ist Marketing?

Marketing umfasst alle Maßnahmen, die ein Produkt, eine Dienstleistung oder eine Marke erfolgreich am Markt platzieren helfen sollen.

Soweit die formale Definition. Die Realität ist weit komplexer. Denn Marketing kann viele Formen annehmen und an unterschiedlichen Orten auf verschiedene Arten erfolgreich sein – oder scheitern. Das zeitlich perfekt getargete 18/1 Fitnessstudio-Plakat direkt nach Silvester ist ebenso Marketing wie der Probierhappen beim Käsestand im Supermarkt. Marketing umfasst AI-getriebene Content-Hubs, globale Werbekampagnen, B2B-PR und vieles mehr.

Bild der Fifth Avenue in New York als Symbol für Marketing
Die Billboards der Fifth Avenue: Für Viele das Symbol für Marketing

Kurz: Marketing kann heute eine Vielzahl von Maßnahmen umfassen, die idealerweise sinnvoll aufeinander aufbauen und die vor allem auf Wissen um Kund:innen und der Wirkweise von Märkten basieren. Um hier das Momentum in Ihrem Sinne zu verändern, müssen Maßnahmen aufeinander aufgebaut und strategisch ausgerichtet sein.

Das Marketing Mix als strategischer Werkzeugkasten

Um Marketing präzise auszurichten, braucht es eine Struktur für die Vielzahl an Möglichkeiten. In den 1960ern schlug der amerikanische Ökonom E. Jerome McCarthy da 4P Modell vor, das als Marketing-Mix in die Geschichte einging.    

 

Dabei handelt es sich um eine Art Menüvorschlag, aus dem smarte Marketer sich ihr Marketing mischen können. Zugegeben: Das Modell ist mittlerweile eine Art Klassiker geworden, das vielfach verändert und upgedatet wurde. Wir glauben dennoch, dass die 4P als Rahmen gut funktionieren.

Laut des Marketing Mix Frameworks besteht Marketing aus vier Einzelmodulen, die als Elemente von Marketing integriert werden können oder müssen. Je nach Produkt variiert die Rolle  jedes einzelnen Ps. Für eine bahnbrechende technische Innovation mag die Vermittlung des Produktnutzens zentral sein. Ein Dosenbier beim Discounter mag vor allem durch günstigen Verkaufspreis bestechen.

  • Produktpolitik (Product)

    • Entwicklung und Gestaltung des Produkts oder der Dienstleistung
    • Sortimentsplanung: Breite (Generalisten) vs. Tiefe (Spezialisten)
    • Qualität, Verpackung, Design & Branding
    • Innovationsmanagement und Produktweiterentwicklung
  • Preispolitik (Price)

    • Festlegung des Preisniveaus (Premium- vs. Niedrigpreisstrategie)
    • Preisdifferenzierung (Rabatte, Mengenpreise, regionale Unterschiede)
    • Kosten- vs. Wettbewerbsorientierung
    • Zahlungsmodelle und Finanzierungsmöglichkeiten
  • Kommunikationspolitik (Promotion)

    • Werbung (TV, Print, Online, Social Media)
    • Verkaufsförderung (Rabatte, Sonderaktionen, Gutscheine)
    • Öffentlichkeitsarbeit (PR, Events, Sponsoring)
    • Direktmarketing & Influencer-Kooperationen
  • Vertriebspolitik (Place)

    • Auswahl der Vertriebskanäle (Direktvertrieb, Einzelhandel, E-Commerce)
    • Omnichannel-Strategien für eine konsistente Markenerfahrung
    • Logistik & Lieferkette (Lagerung, Versandoptionen)
    • Standortwahl und Point of Sale-Optimierung

Der klassische 4P-Marketing Mix wurde über die Jahre weiterentwickelt. Teils, um veränderten Marktbedingungen gerecht zu werden. Teils um schamlose PR zu machen. Neben der Erweiterung zu den 7Ps für das Dienstleistungsmarketing, die People (Personal), Processes (Prozesse) und Physical Evidence (Physisches Umfeld) hinzufügt, existieren mittlerweile auch Konzepte wie die 4C (Customer, Cost, Convenience, Communication), die den Kunden stärker in den Mittelpunkt rücken. Zudem gibt es moderne Ansätze wie die SIVA-Methode (Solution, Information, Value, Access), die sich an der digitalen Transformation und neuen Konsumgewohnheiten orientiert. 

Marketing is about solving problems.

– Clayton M. Christensen, Autor

Vier wichtige Handlungsfelder

Wer sich als Marketer versteht, kann aus einer Vielzahl von Handlungsfeldern auswählen. Und genau hier beginnt die Komplexität des Themas. Um es zu vereinfachen: Als Beratung arbeiten wir typischerweise auf vier Ebenen mit unseren Kund:innen zusammen. Hier entsteht unserer Auffassung nach das absolute Gros dessen, was Marketing ausmacht.

  • Marke – Das große Ganze: Definiert Identität, Werte und Positionierung.
  • Produkt – Bestehende und neue Produkte, die das Portfolio differenzieren.
  • Medien – Bestimmen, wo und wie die Marke mit Kund:innen interagiert.
  • Kampagne – Übersetzt Marketing in Botschaften und emotionale Events.

Diese Komponenten sind eng miteinander verzahnt, erfüllen jedoch unterschiedliche Funktionen. In einem zunehmend digitalen und fragmentierten Markt kann Marketing nur dann langfristig erfolgreich sein, wenn Strategien kontinuierlich angepasst und konsequent weiterentwickelt werden. 

Viele erfolgreiche Marken beweisen da draußen, dass das Spiel mit den oben genannten Handlungsfeldern ganze Organisationen verändern kann. Gerade erfolgreiche Marketingorganisationen, wie zum Beispiel unser Kunde Jägermeister, zeigen, dass erfolgreiches Marketing immer ein kund:innenzentrierte Synthese der oben genannten Handlungsfelder ist. Marke, innovative Produkte und entsprechendes Messaging in den richtigen Medien gehen Hand in Hand.

Die Echtzeit-Transformation des Marketings

Marketing hat sich in den letzten Jahren radikal verändert. Wie in allen anderen Lebensbereichen gab es auch hier ein vor und nach dem Internet: Neue Technologien, veränderte Verbraucheransprüche und auch früher nebensächliche Themen, wie die sich rasant verändernde Popkultur, haben die Spielregeln neu definiert. Wer heute Produkte und Dienstleistungen absetzen will, muss nicht nur auf Stand der wesentlichen Trends zu sein, sondern auch langfristige Strategien für eine immer dynamischere Welt entwickeln – und das auf verschiedenen Ebenen.

Dauernde Veränderung setzt Marketer unter Druck

Für die meisten Organisationen bedeutet die massive Zunahme an Möglichkeiten eine echte Ressourcen-Herausforderung. Denn jede Veränderung bedeutet, dass Marketing-Teams mit zusätzlichen Rollen und Budgets ausgestattet werden müssen, um sich in neue Themen einzufinden, sie zu bewerten und nutzbar zu machen. Oft sind diese Ressourcen nicht da oder die Kosten für dauerndes Explorieren werden als zu hoch wahrgenommen.

Viele Organisationen kämpfen dabei vor allem mit den Herausforderungen komplexen Echtzeitmarketings über Märkte hinweg. Wie funktioniert die Zusammenarbeit zwischen Zentrale und Märkten? Wie kann man markenadäquanten Content erstellen, der in diversen Märkten funktioniert, messbar Ergebnisse bringt – und auch noch bezahlbar ist? Hier liegt unserer Erfahrung nach wie vor eine zentrale Herausforderung des Marketings in unserer Zeit.

Die Technologie-Transformation

Die Revolution der Künstlichen Intelligenz revolutioniert dabei potenziell natürlich die Content-Erstellung, UX, SEO und viele andere Themen. Gleichzeitig befindet sich die Welt der Künstlichen Intelligenz auch aus Marketinggesichtspunkten in einem evolutionären Prozess dauernder Veränderung. Hier werden wir auch mit Blick aufs Marketing in den nächsten Jahren vor allem den Wettlauf zwischen Technologie und Regulierung beobachten müssen.

Und Regulatorik spielt auch in anderen Absatzwirtschaft-relevanten Territorien in der EU eine Rolle. Datenschutzgesetze und das Ende der Third-Party-Cookies zwingen Unternehmen vermehr dazu, auf First-Party-Daten und direkte Kundenbeziehungen zu setzen, was gerade im Content-Marketing einer Renaissance neuer alter Tools gleichkommt: SEO-Strategien, CRM und Newslettermarketing spielen als Owned Media eine sehr wesentliche Rolle, während datengetriebenes B2B-Marketing und Account-Based-Strategien parallel an Bedeutung gewinnen.

Vertrauen als Schlüsselfaktor im Marketing

Und trotz aller Technologie, trotz Paid Media, trotz AI und des zunehmenden Verschmelzens von Social Media und E-Commerce Plattformen bleibt Vertrauen eine entscheidende Hürde in der Beziehung zwischen Marken und Verbraucher:innen. Wir selbst beschäftigen uns bei superspring im Rahmen von Resilienzstrategien intensiv mit Reputationsrisiken für Brands. Social Medie Angriffe auf Marken nehmen zu, Deepfakes und Desinformation werden auch fürs Marketing zur Bewährungsprobe. Und bei vielen Marken eben auch fürs Employer Branding. Dort, wo Social Media Teams schutzlos den Übergriffen von politischen Extremen ausgesetzt sind, arbeitet es sich nicht so gerne.

Konsumenten erwarten heute mehr Nachhaltigkeit und gesellschaftliche Verantwortung von Marken, Die größte Herausforderung bleibt dabei der Spagat zwischen kurzfristigem Performance-Marketing und langfristigem Markenaufbau. Wer diese Balance findet, schafft auch den Spagat zwischen kurz- und langfristigen Interessen, die unserer Ansicht nach entscheidend für den Geschäftserfolg der meisten Organisationen sind.

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Marketing ist vor allem eine Echtzeit-Herausforderung geworden

Weiterführende Artikel zum Thema

1. Marketing-Analyse: Die Basis jeder Strategie

Bevor eine Marketingstrategie entwickelt wird, braucht es eine tiefgehende Analyse der Rahmenbedingungen. Eine umfassende Marketing-Analyse hilft dabei, interne und externe Faktoren zu verstehen:

  • Unternehmen: Welche Stärken und Schwächen hat die eigene Marke?
  • Zielgruppen: Wer sind die potenziellen Kund:innen und was treibt sie an?
  • Wettbewerb: Welche Position hat das Unternehmen im Markt?
  • Partner & Stakeholder: Welche Kooperationen können den Erfolg unterstützen?
  • Marktumfeld & Trends: Welche externen Entwicklungen beeinflussen die Strategie?

2. Zielgruppenanalyse: Wer genau ist Ihre Audience?

Kundenzentrierung ist der Schlüssel zum Erfolg. Nur wer seine Zielgruppen genau kennt, kann sie gezielt ansprechen. Eine präzise Zielgruppenanalyse hilft dabei, die richtigen Kanäle, Botschaften und Angebote zu entwickeln.

Wichtige Fragen:

  • Welche Bedürfnisse und Probleme haben unsere Kund:innen?
  • Wo und wie informieren sie sich?
  • Wie treffen sie Kaufentscheidungen?
  • Welche Werte und Erwartungen beeinflussen ihre Entscheidungen?

3. Zukunftsstrategien: Brand Future Scenarios

Mit Brand Future Scenarios helfen wir Entscheider:innen die Rolle zu definieren, die ihre Brand morgen spielen soll. Mithilfe von generativer AI modellieren auf aktueller Datenbasis mögliche bis wahrscheinliche Szenarien die die naheliegende Zukunft ihrer Brand definieren helfen können.

 Features:

🔮 Immersives Future-Storytelling für Marken
🗣️ Sprechende Zukunfts-Personas
🌐 Integration alternativer Szenarien
🛠️ Workshopgestützte Entwicklung und Anwendung

4. Briefings: Klarheit für kreative Exzellenz

Effizientes Marketing beginnt mit klaren Briefings. Sie stellen sicher, dass alle Beteiligten – von der Strategie bis zur Umsetzung – auf ein gemeinsames Ziel hinarbeiten.

Ein gutes Briefing enthält:
Ziele & KPIs: Was soll erreicht werden?
Zielgruppe: Wer soll angesprochen werden?
Kreative Leitplanken: Welche Tonalität, Bildsprache und Botschaften sollen genutzt werden?
Kanäle & Formate: Wo und wie wird kommuniziert?
Zeitplan & Budget: Welche Ressourcen stehen zur Verfügung?

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5. Branding: Die Superkraft, die Marken scheinen lässt

Branding ist weit mehr als ein Logo – es ist die Identität eines Unternehmens. Eine starke Marke sorgt für Differenzierung, Wiedererkennbarkeit und emotionale Bindung zur Zielgruppe.

Erfolgreiches Branding bedeutet:

  • Eine klare Markenpositionierung, die sich von der Konkurrenz abhebt
  • Ein konsistentes visuelles Erscheinungsbild
  • Eine unverwechselbare Markensprache
  • Werte, die bei der Zielgruppe Resonanz erzeugen

6. Kommunikationsstrategie: Die richtige Botschaft zur richtigen Zeit

Eine Kommunikationsstrategie definiert, wie eine Marke mit ihrer Zielgruppe interagiert. Sie umfasst die Wahl der Kanäle, die Tonalität der Botschaften und den idealen Kommunikationsrhythmus.

Die wichtigsten Bestandteile einer starken Strategie:
📢 Zielgruppenorientierung: Jede Botschaft muss genau auf die Bedürfnisse der Kund:innen zugeschnitten sein.
📢 Kanalvielfalt: Unterschiedliche Kanäle erfordern unterschiedliche Inhalte – von Social Media bis E-Mail-Marketing.
📢 Kohärenz & Wiedererkennbarkeit: Alle Maßnahmen müssen einheitlich wirken, um das Markenbild zu stärken.

7. Content Marketing: Relevanz schlägt Werbung

Content Marketing setzt auf Mehrwert statt auf plumpe Werbebotschaften. Unternehmen, die wertvolle Inhalte liefern, bauen Vertrauen auf und positionieren sich als Expert:innen in ihrer Branche.

Erfolgreiche Formate:
✍ Blogartikel & Whitepapers für Thought Leadership
📹 Videos & Infografiken für visuelle Kommunikation
📱 Social Media Content für Interaktion und Community-Building

8. Go-to-Market: Erfolgreich in den Markt eintreten

Eine Go-to-Market-Strategie ist entscheidend, um ein neues Produkt oder eine neue Dienstleistung erfolgreich zu launchen. Sie umfasst alle Schritte von der Positionierung bis zur Markteinführung.

Erfolgreiche Go-to-Market-Strategien setzen auf:
🚀 Klare Positionierung: Warum sollte sich die Zielgruppe für das Produkt entscheiden?
📊 Datenbasierte Zielgruppenanalyse: Welche Märkte und Kund:innen sind relevant?
📢 Multi-Channel-Marketing: Wie wird das Produkt effektiv kommuniziert und platziert?

 

9. Digital Marketing: Die Online-Welt beherrschen

Digitale Kanäle sind das Herzstück moderner Marketingstrategien. Digital Marketing umfasst:

🔍 SEO (Suchmaschinenoptimierung) für bessere Sichtbarkeit auf Google
🎯 Performance Marketing (Google Ads, Social Ads) für gezielte Werbung
📢 Social Media Marketing, um direkt mit der Community zu interagieren

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