A worrying development: The downsides of digital marketing – causes, effects and perspectives

In recent years, a problematic trend has emerged in digital marketing, increasingly raising questions about the industry's future. The prevailing practice of creating short, superficial content accompanied by intrusive advertising has significantly hampered the user experience (UX). Simultaneously, content is becoming repetitive across many blogs and magazines, leading to user frustration and a decline in brand loyalty. But what are the causes of this trend, and which solutions can be successful in the long term? This article examines the current problems, presents innovative business models, and analyzes whether concepts like EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) could herald a turnaround.

The current problem: Superficial content and poor 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 consequences:

• Excessive advertising: Websites are often overloaded with banner ads, pop-ups, and other intrusive ad formats. This not only impairs readability but also deters users.
• Short, superficial articles: The pressure to continuously create new content often leads to texts with little substance that offer no real added value.
• Repetitive content: Many topics are covered almost identically in different publications, which reduces the innovative power and uniqueness of the content.
• Neglecting 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 diminishing.

Possible solutions: Innovative business models and concepts

To reverse these negative trends, new approaches are needed that prioritize quality, authenticity, and user needs. Some of the most promising ideas are presented below.

1. Value-oriented marketing: Authenticity and responsibility

Value-based marketing is an approach where content is not only informative but also inspiring and socially relevant. Companies that authentically communicate their values ​​and embed them in high-quality content can clearly differentiate themselves from the competition. Examples include:

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

2. Community-based models: Stronger together

A strong and engaged community can be a valuable resource for companies. Brands that strategically focus on building communities not only foster customer loyalty but also create platforms for exchanging ideas and feedback. Successful examples include brands that utilize social networks, forums, or events to encourage interaction with their target audience.

3. Personalization through AI: Relevance instead of mass

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 customized articles. This not only increases the relevance of the content but also strengthens customer loyalty.

4. Interactive and immersive formats: Promoting engagement

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

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

5. Micro-influencers and authentic content: Building trust

In a time when consumers are increasingly distrustful of perfectly staged content, authentic formats are gaining in importance. Micro-influencers who have a close connection to their community can help to strengthen 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 instead of advertising

Subscription-based business models offer an alternative to ad-supported content production. Platforms like **The New York Times** or **Spotify** demonstrate that users are willing to pay for high-quality, ad-free content when it offers genuine added 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 a turnaround

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

Origin and development of EEAT

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

The pillars of EEAT

1. Experience: Content should be created by people who have practical experience with the topic.
2. Expertise (specialized knowledge): The authors must possess demonstrable expertise in their subject area
3. Authoritativeness: The content should come from trustworthy sources that are considered authorities in the respective field.
4. Trustworthiness: Transparency and credibility of the content are essential to gain the trust of users.

Practical application

For companies, EEAT means 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
• Regular updates of content to ensure relevance
• Links to reliable sources and further information
• Integration of user ratings and testimonials

Suitable for:

• EEAT Marketing and PR: Is EEAT, due to AI development, the solution of the future for search engine results and rankings?
• Brand branding and EEAT are the most important long-term SEO strategy – for classic search engine optimization and Artificial Intelligence Search (AIS)

Quality and innovation as the key to success

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

The EEAT concept offers valuable guidance for aligning content with user needs while simultaneously strengthening credibility. Complemented by innovative business models such as personalized content, interactive formats, and data privacy-oriented approaches, the industry can not only overcome current challenges but also achieve long-term success.

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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