Worrying development: The dark side of digital marketing – causes, effects and perspectives

A problematic development has emerged in digital marketing in recent years, which is increasingly raising questions about the future of the industry. The prevailing practice of creating short, superficial content accompanied by intrusive advertising has significantly impacted user experience (UX). At the same time, content in many blogs and magazines is repetitive, which leads to frustration among users and a decrease in brand loyalty. But what are the causes of this development, and which solutions can be successful in the long term? This article sheds light on the current problem, shows innovative business models and analyzes whether concepts such as EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) could herald a turnaround.

The current problem: Superficial content and a lack of UX

The digital landscape is characterized by content that is often produced in rapid succession to achieve short-term goals such as traffic generation and advertising revenue. This practice has several negative effects:

• Excessive advertising: Websites are often overloaded with banner ads, pop-ups and other intrusive ad formats. This not only disrupts readability, but also has a deterrent effect on users.
• Short, superficial articles: The pressure to continually create new content often leads to texts with little content that do not offer any real added value.
• Repetitive content: Many topics are covered almost identically in different publications, which reduces the innovativeness and uniqueness of the content.
• Neglecting the user experience: The focus on monetization often comes at the expense of user-friendliness. Long loading times, confusing layouts and poor mobile optimization further worsen the UX.

These developments not only damage the reputation of the affected platforms, but also pose long-term risks for the entire industry, as user trust is increasingly dwindling.

Possible solutions: Innovative business models and concepts

Reversing the negative trends requires new approaches that focus on quality, authenticity and user needs. Some of the most promising ideas are presented below.

1. Value-based marketing: authenticity and responsibility

Value-based marketing is an approach in which content should not only be informative, but also inspiring and socially relevant. Companies that authentically communicate their values ​​and anchor them in high-quality content can clearly stand out from the competition. Examples of this are:

• Sustainability as a core message in corporate communication
• Stories that create emotional connections
• Focus on educational content that offers real added value

2. Community-based models: Strong together

A strong and engaged community can be a valuable resource for companies. Brands that focus on building communities not only promote customer loyalty, but also create platforms for the exchange of ideas and feedback. Successful examples are brands that rely on social networks, forums or events to promote interaction with their target group.

3. Personalization through AI: relevance instead of quantity

Artificial intelligence (AI) offers numerous opportunities to better tailor content to the individual needs of users. Instead of creating generic content for the masses, companies can offer personalized recommendations, dynamic landing pages, and tailored articles. This not only increases the relevance of the content, but also strengthens customer loyalty.

4. Interactive and immersive formats: promote engagement

New technologies enable innovative formats that go far beyond traditional text content. Examples are:

• Augmented Reality (AR): Users can try out products virtually.
• Interactive videos: Content where users can actively make decisions.
• Quizzes and surveys: These not only drive engagement but also provide valuable data about the target audience.

5. Micro-influencers and authentic content: create trust

At a time when consumers are increasingly suspicious of perfectly staged content, authentic formats are becoming increasingly important. Micro-influencers who have a close connection with their community can help build trust and credibility.

Suitable for:

• Example Industry Influencer: Industry hub as a blog tip & topic portal for industry, mechanical engineering, logistics, intralogistics and photovoltaics

6. Subscription-based models: quality over advertising

Subscription-based business models offer an alternative to ad-supported content production. Platforms like **The New York Times** or **Spotify** show that users are willing to pay for high-quality, ad-free content if it offers real value.

7. Data protection-oriented approaches: trust as a competitive advantage

With increasing awareness of data protection, transparent data management is becoming a key differentiator. Companies that respect user data and handle it responsibly can position themselves as trustworthy partners.

The EEAT concept: Quality as the key to turning the trend

The EEAT concept developed by Google represents another promising approach to promote the quality of online content. But what are these principles and how can they be applied specifically?

Origin and development of EEAT

• 2014: The original concept “EAT” (Expertise, Authoritativeness, Trustworthiness) is introduced in the Google Search Quality Rater Guidelines.
• 2018: After a major core update, EAT gains traction as it penalizes many websites with low-quality content.
• 2022: The concept is expanded to include “Experience” to take greater account of the experience of the author or platform.

The pillars of EEAT

1. Experience: Content should be created by people who have practical experience with the topic.
2. Expertise: Authors must have demonstrable specialist knowledge in their subject area.A
3. Authoritativeness: Content should come from trusted sources that are considered authorities in the relevant field.
4. Trustworthiness: Transparency and credibility of the content are essential to gain the trust of users.

Application in practice

For companies, EEAT means that they should align their content more closely with quality criteria. This can be achieved through the following measures:

• Clear indication of the authors and their qualifications
• Regularly updating content to ensure relevance
• Links to reliable sources and further information
• Integration of user reviews and testimonials

Suitable for:

• EEAT Marketing and PR: Is EEAT the solution of the future for search engine results and rankings because of AI development?
• Branding and EEAT are the most important SEO strategy in the long term – for classic search engine optimization & artificial intelligence search (AIS)

Quality and innovation as the key to success

The future of digital marketing depends crucially on how the industry deals with the current challenges. Superficial content and intrusive advertising cannot be the long-term solution. Instead, quality, authenticity and an improved user experience are the key to regaining user trust.

The EEAT concept offers valuable guidance for aligning content with the needs of users and at the same time strengthening credibility. Complemented by innovative business models such as personalized content, interactive formats and data protection-oriented approaches, the industry can not only overcome current problems, but also be successful in the long term.

Ultimately, the central question remains: “How can we create real added value?” The answer to this will not only shape the future of digital marketing, but also have a lasting impact on users’ trust in digital media.

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