Austria's marketing 2025: CI-applications and challenges in focus!

Austria's marketing 2025: CI-applications and challenges in focus!

In Austria, a fresh wind blows in the marketing landscape, but the country remains behind European developments. At a club evening of the Marketing Club Austria (MCÖ) last week, the results of the Europe -wide study "Marketing Agenda 2025" were presented. Georg Wiedenhofer, President of the Austrian Marketing Confederation (AMC), emphasized: "AI use in marketing becomes a strategic priority. However, the development in Austria is not yet as pronounced as in the rest of Europe", as medianet.at . In the study, key topics are sales (52 %), performance marketing (44 %) and brand management (37 %), while digital marketing comes first with 36 %. Nevertheless, Austria is faced with enormous price increases, the projects slow down.

also represent important challenges in companies that are called 32 %. While AI is increasingly being used for content development, the actual application remains behind the expectations. A future-oriented approach is also evident in adaptability to changed consumer needs, which have been reinforced by the Corona pandemic. According to an analysis of Marktforschung.de , marketing must react to the changed expectations of consumers. These require more humanity, sustainability and participation in order to secure long -term customer loyalty. Companies that do not adapt to the new circumstances could quickly fall behind, while the importance of digital marketing and a real customer proximity continues to grow.

The challenges of digitization are understood as opportunities, but that lead to companies to have to adapt their strategies in order to be successful in the new market world. The dialogue with the customers and the creation of community become indispensable. The call to customer centering is becoming increasingly voluntary, since consumers are increasingly emphasizing authenticity and sustainable action. The marketing of the future is therefore required not only to follow trends, but also to actively work on regaining and maintaining consumers' trust.