[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"\u002Farticles\u002Fmarketing-im-wandel-der-zeit-en":3,"more-articles":286},{"data":4,"headers":263},{"story":5,"cv":260,"rels":261,"links":262},{"name":6,"created_at":7,"published_at":8,"updated_at":9,"id":10,"uuid":11,"content":12,"slug":247,"full_slug":248,"sort_by_date":249,"position":250,"tag_list":251,"is_startpage":243,"parent_id":252,"meta_data":249,"group_id":253,"first_published_at":254,"release_id":249,"lang":255,"path":249,"alternates":256,"default_full_slug":257,"translated_slugs":258},"Marketing im Wandel der Zeit","2024-04-04T14:09:12.653Z","2024-11-11T14:39:02.560Z","2024-11-11T14:39:02.592Z",473004098,"16f42de2-61dc-477f-b433-7c4789cb473f",{"_uid":13,"body":14,"text":15,"title":217,"ctaLink":218,"ctaText":222,"pageSeo":229,"category":236,"ctaLabel":237,"ctaTitle":238,"cardImage":239,"component":244,"coverImage":245,"ctaSubTitle":246},"1a915c31-a2bc-4d58-a2e8-3642574dd55f",[],{"type":16,"content":17},"doc",[18,28,29,42,46,47,57,64,65,75,79,80,90,97,98,108,112,113,123,127,128,138,154,155,181,182,207],{"type":19,"content":20},"paragraph",[21,24,26],{"text":22,"type":23},"From the 1950s to the 1990s, classic advertising had cult status.","text",{"type":25},"hard_break",{"text":27,"type":23},"However, the greater the variety of products became, the more intensively companies had to deal with advertising in an attempt to win over customers. The development of marketing progressed rapidly during this time. It can be divided into seven phases:",{"type":19},{"type":30,"content":31},"bullet_list",[32],{"type":33,"content":34},"list_item",[35],{"type":19,"content":36},[37],{"text":38,"type":23,"marks":39},"1950s: Product orientation",[40],{"type":41},"bold",{"type":19,"content":43},[44],{"text":45,"type":23},"The economic boom slowly began after the war years. Advertising was not yet necessary at this time, as companies were only forced to convince customers when supply exceeded demand. Marketing did not yet exist in this sense - the focus was on boosting and optimizing production.",{"type":19},{"type":30,"content":48},[49],{"type":33,"content":50},[51],{"type":19,"content":52},[53],{"text":54,"type":23,"marks":55},"1960s: Sales orientation",[56],{"type":41},{"type":19,"content":58},[59,61,62],{"text":60,"type":23},"Now that supply and demand had roughly converged, companies began to concentrate on selling their products.",{"type":25},{"text":63,"type":23},"In most cases, the focus was on the pure presentation and naming of the product in order to familiarize consumers with it. Emotional foundations for brands were built here.",{"type":19},{"type":30,"content":66},[67],{"type":33,"content":68},[69],{"type":19,"content":70},[71],{"text":72,"type":23,"marks":73},"1970s: Market orientation",[74],{"type":41},{"type":19,"content":76},[77],{"text":78,"type":23},"At this time, companies began to define their markets and target groups and address them precisely.",{"type":19},{"type":30,"content":81},[82],{"type":33,"content":83},[84],{"type":19,"content":85},[86],{"text":87,"type":23,"marks":88},"1980s: Competitive orientation",[89],{"type":41},{"type":19,"content":91},[92,94,95],{"text":93,"type":23},"Competition for customers became increasingly fierce and in response to this, the unique selling proposition (USP) of products became the focus of attention in the 1980s.",{"type":25},{"text":96,"type":23},"The best example of this is the Duracell bunny. It \"runs and runs and runs\", leaving all other batteries far behind.",{"type":19},{"type":30,"content":99},[100],{"type":33,"content":101},[102],{"type":19,"content":103},[104],{"text":105,"type":23,"marks":106},"1990s: Environment orientation",[107],{"type":41},{"type":19,"content":109},[110],{"text":111,"type":23},"Technologies such as the PC saw the light of day at this time and, for the first time, environmental awareness became an issue for the general public. For the first time, advertising focused not only on a product and its immediate benefits, but also on the additional importance of life and the concerns of customers.",{"type":19},{"type":30,"content":114},[115],{"type":33,"content":116},[117],{"type":19,"content":118},[119],{"text":120,"type":23,"marks":121},"From 2000: Dialogue orientation",[122],{"type":41},{"type":19,"content":124},[125],{"text":126,"type":23},"The age of online marketing began with the Internet. For the first time, it was now possible to make advertising interactive. Thanks to chats and emails, advertising was no longer necessarily one-sided, but opened up the dialog between customer and company.",{"type":19},{"type":30,"content":129},[130],{"type":33,"content":131},[132],{"type":19,"content":133},[134],{"text":135,"type":23,"marks":136},"From 2010: Network orientation",[137],{"type":41},{"type":19,"content":139},[140,142,152],{"text":141,"type":23},"Thanks to the booming social networks, the exchange between companies and customers became even more direct. This was also due to completely new formats such as ",{"text":143,"type":23,"marks":144},"Influencer marketing",[145],{"type":146,"attrs":147},"link",{"href":148,"uuid":149,"anchor":149,"custom":149,"target":150,"linktype":151},"\u002Fblog\u002Finfluencer-marketing\u002F","","_self","url",{"text":153,"type":23},". From then on, advertising should no longer feel like advertising, but be perceived as added value and welcome information.",{"type":19},{"type":19,"content":156},[157,159,163,170,173,175,176,178,179],{"text":158,"type":23},"Whereas advertising used to be the only marketing measure that had to pursue all marketing objectives such as customer loyalty, branding, etc., today it is used almost exclusively for pure sales. Aspects such as emotionalization or loyalty are now supported by inbound marketing in the form of SEO, social media and",{"text":160,"type":23,"marks":161}," ",[162],{"type":41},{"text":164,"type":23,"marks":165},"Content marketing",[166,169],{"type":146,"attrs":167},{"href":168,"uuid":149,"anchor":149,"custom":149,"target":150,"linktype":151},"\u002Fblog\u002Fcontent-marketing\u002F",{"type":41},{"text":160,"type":23,"marks":171},[172],{"type":41},{"text":174,"type":23},"are served.",{"type":25},{"text":177,"type":23},"The significant changes in the way marketing is viewed also mean that its core tasks have shifted. For a long time, the undisputed focus was on the product and its design, pricing, promotion through communication and image and placement, i.e. sales as instruments.",{"type":25},{"text":180,"type":23},"These approaches have changed in the direction of the customer. Today, consumers are an active part of product development and added value must always be actively and comprehensibly communicated. Today, pricing must be in proportion to recognizable product value and product image.",{"type":19},{"type":19,"content":183},[184,188,189,191,192,193,195,198,205],{"text":185,"type":23,"marks":186},"The journey continues",[187],{"type":41},{"type":25},{"text":190,"type":23},"Marketing has been constantly changing ever since it was invented. But never as profoundly as it has changed with the spread of the internet. While for decades marketing was understood in terms of product orientation, in the last 15 years or so it has evolved from customer orientation to a holistic customer view.",{"type":25},{"type":25},{"text":194,"type":23},"To this day, the adaptation to the new communication channels and media consumption brought about by the digital age is far from complete. We are constantly faced with new challenges such as dependence on opaque algorithms, new disciplines such as",{"text":160,"type":23,"marks":196},[197],{"type":41},{"text":199,"type":23,"marks":200},"SEO and SEA",[201,204],{"type":146,"attrs":202},{"href":203,"uuid":149,"anchor":149,"custom":149,"target":150,"linktype":151},"\u002Fblog\u002Funterschied_seo_und_sea\u002F",{"type":41},{"text":206,"type":23},"as well as huge amounts of data to manage. The general massive increase in the complexity of opportunities makes it incredibly exciting to follow where marketing is heading.",{"type":19,"content":208},[209,211,215],{"text":210,"type":23},"Just like the quote from Jon Kabat-Zinn: \"",{"text":212,"type":23,"marks":213},"You can't stop the waves, but you can learn to surf.",[214],{"type":41},{"text":216,"type":23},"\"","Marketing through the ages",{"id":149,"url":219,"email":219,"linktype":220,"fieldtype":221,"cached_url":219},"office@werbeberg.at","email","multilink",{"type":16,"content":223},[224],{"type":19,"content":225},[226],{"text":227,"marks":228},"You can write us an email or call us. We are looking forward to your message!",[],[230],{"_uid":231,"title":232,"ogImage":233,"ogTitle":232,"component":234,"description":235,"ogDescription":235},"bcd9616e-becd-414b-858c-3e33f35b1c5a","We(r)binar: Marketing through the ages",{"filename":149},"page-seo","How has it changed and where is the journey heading?","Marketing","Contact us","You want to know more?",{"id":240,"alt":149,"name":149,"focus":149,"title":149,"filename":241,"copyright":149,"fieldtype":242,"is_external_url":243},7177025,"https:\u002F\u002Fa.storyblok.com\u002Ff\u002F186536\u002F800x450\u002Fc7d7201f04\u002Fwb_werbinar_marketing-im-wandel-der-zeit.jpg","asset",false,"article",{"id":240,"alt":149,"name":149,"focus":149,"title":149,"filename":241,"copyright":149,"fieldtype":242,"is_external_url":243},"Contact us now!","marketing-im-wandel-der-zeit","en\u002Farticles\u002Fmarketing-im-wandel-der-zeit",null,440,[],472997679,"d6fda34b-002f-4627-923d-5dbeb025f189","2023-04-06T12:35:18.386Z","en",[],"articles\u002Fmarketing-im-wandel-der-zeit",[259],{"path":257,"name":249,"lang":255,"published":249},1779297377,[],[],{"age":264,"cache-control":265,"connection":266,"content-encoding":267,"content-type":268,"date":269,"etag":270,"referrer-policy":271,"sb-be-version":272,"server":273,"transfer-encoding":274,"vary":275,"via":276,"x-amz-cf-id":277,"x-amz-cf-pop":278,"x-cache":279,"x-content-type-options":280,"x-frame-options":281,"x-permitted-cross-domain-policies":282,"x-request-id":283,"x-runtime":284,"x-xss-protection":285},"2606","max-age=0, public, s-maxage=604800, stale-if-error=3600","keep-alive","gzip","application\u002Fjson; charset=utf-8","Wed, 20 May 2026 23:51:12 GMT","W\u002F\"f4ebe92a206ca1792b58622ea0612892\"","strict-origin-when-cross-origin","5.881.0","nginx\u002F1.29.1","chunked","Origin,Accept-Encoding","1.1 4e1314772b3c0b58ac25bd1a65436480.cloudfront.net (CloudFront)","OI7yl0hiZEmZQpQ53IIV08_eJj1JDmHQJsq4QoYVzeut3_fFAYu6mA==","FRA60-P12","Hit from cloudfront","nosniff","SAMEORIGIN","none","68bd34b6-2bb4-48b0-ae74-67df69c3ddd8","0.049113","0",{"data":287,"headers":767,"perPage":310,"total":773},{"stories":288,"cv":260,"rels":765,"links":766},[289,536,653],{"name":290,"created_at":291,"published_at":292,"updated_at":293,"id":294,"uuid":295,"content":296,"slug":527,"full_slug":528,"sort_by_date":249,"position":529,"tag_list":530,"is_startpage":243,"parent_id":252,"meta_data":249,"group_id":531,"first_published_at":292,"release_id":249,"lang":255,"path":249,"alternates":532,"default_full_slug":533,"translated_slugs":534},"Das war Hands on Data 2026","2026-04-29T09:41:32.550Z","2026-05-04T10:00:00.421Z","2026-05-04T10:00:00.602Z",171073915121138,"acff1737-5823-4296-9b1b-ab0a4b44f5d4",{"_uid":297,"body":298,"text":494,"title":500,"ctaLink":501,"ctaText":502,"pageSeo":508,"category":517,"ctaLabel":518,"ctaTitle":519,"cardImage":520,"component":244,"coverImage":522,"coverVideo":525,"ctaSubTitle":246},"6f3d16fc-8a19-4c76-ae03-a22ebdf299a4",[299,383,397,467,477],{"_uid":300,"anchor":149,"columns":301,"modules":302,"component":382},"fe3fc5e6-569b-421e-a877-a952a05a6317","3",[303,336,344,351,358],{"_uid":304,"text":305,"colspan":301,"rowspan":334,"component":335,"addBackdrop":243},"72ff1c3c-4593-43e7-ae7f-12889546c348",{"type":16,"content":306},[307,314,329],{"type":308,"attrs":309,"content":311},"heading",{"level":310,"textAlign":249},3,[312],{"text":313,"type":23},"Hochkarätige Vorträge und vielfältige Perspektiven ",{"type":19,"attrs":315,"content":316},{"textAlign":249},[317,319,323,325],{"text":318,"type":23},"Für inhaltliche Impulse sorgten auch in diesem Jahr spannende Vortragende aus unterschiedlichen Bereichen. Auf der Bühne standen ",{"text":320,"type":23,"marks":321},"Margarethe Überwimmer und Klaus Arthofer von der FH Steyr, Bernhard Rimpler von my-PV, Tobias Kammerhofer von Werbeberg, Wolfgang Bräu von AURIS Consult, Christoph Fischer von Q-Media-IT, Simon Hartl von Digital Change ",[322],{"type":41},{"text":324,"type":23},"sowie",{"text":326,"type":23,"marks":327}," Anni Pichler von der Österreichischen BauernZeitung. ",[328],{"type":41},{"type":19,"attrs":330,"content":331},{"textAlign":249},[332],{"text":333,"type":23},"Die Vielfalt der Perspektiven machte den Abend besonders wertvoll: von praxisnahen Einblicken aus Unternehmen über technologische Entwicklungen bis hin zu strategischen Zugängen rund um Digitalisierung und Daten. ","1","grid-text-blok",{"_uid":337,"image":338,"colspan":334,"rowspan":334,"component":343,"addBackdrop":243},"a368e981-7ef7-42e0-89c9-ee137445dce5",{"id":339,"alt":340,"name":149,"focus":149,"title":149,"source":149,"filename":341,"copyright":149,"fieldtype":242,"meta_data":342,"is_external_url":243},171081406756605,"Der Vortragende Klaus Arthofer spricht zum Publikum.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1920x1281\u002F125e989377\u002Fhandsondata2026_fotoserie-54.jpg",{"alt":340,"title":149,"source":149,"copyright":149},"grid-image-blok",{"_uid":345,"image":346,"colspan":334,"rowspan":334,"component":343,"addBackdrop":243},"adb48b32-a5ad-4d3a-898d-581e24297f2e",{"id":347,"alt":348,"name":149,"focus":149,"title":149,"source":149,"filename":349,"copyright":149,"fieldtype":242,"meta_data":350,"is_external_url":243},171081406179061,"Das Speakerteam Anni Pichler und Tobias Kammerhofer während ihres Vortrags.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1920x1281\u002Fd9904a39cb\u002Fhandsondata2026_fotoserie-39.jpg",{"alt":348,"title":149,"source":149,"copyright":149},{"_uid":352,"image":353,"colspan":334,"rowspan":334,"component":343,"addBackdrop":243},"dcc446fb-7a25-4ca3-ae13-accbd1246043",{"id":354,"alt":355,"name":149,"focus":149,"title":149,"source":149,"filename":356,"copyright":149,"fieldtype":242,"meta_data":357,"is_external_url":243},171081407014654,"Der Vortragende Bernhard Rimpler spricht zum Publikum.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1920x1281\u002F6998c004d1\u002Fhandsondata2026_fotoserie-46.jpg",{"alt":355,"title":149,"source":149,"copyright":149},{"_uid":359,"text":360,"colspan":301,"rowspan":334,"component":335,"addBackdrop":243},"8278eeb0-e09a-4290-9a23-c2a2acf327bd",{"type":16,"content":361},[362,367,372,377],{"type":308,"attrs":363,"content":364},{"level":310,"textAlign":249},[365],{"text":366,"type":23},"Großes Interesse und sehr positives Feedback ",{"type":19,"attrs":368,"content":369},{"textAlign":249},[370],{"text":371,"type":23},"Dass rund 90 Personen an der Veranstaltung teilgenommen haben, zeigt einmal mehr, wie stark das Format in der Region verankert ist und wie groß das Interesse an aktuellen Zukunftsthemen ist. Besonders erfreulich war auch die starke Rückmeldung der Teilnehmer:innen, die den Abend als inspirierend, relevant und sehr gelungen wahrgenommen haben. „Es ist großartig zu sehen, wie stark das Interesse an Hands on Data ist. Dass so viele Menschen zu diesem Format zusammenkommen und wir gleichzeitig so positives Feedback erhalten, freut uns ganz besonders“, sagt Tobias Kammerhofer, Geschäftsführer von Werbeberg und Initiator von Hands on Data. ",{"type":308,"attrs":373,"content":374},{"level":310,"textAlign":249},[375],{"text":376,"type":23},"Austausch, Wissenstransfer und Vernetzung ",{"type":19,"attrs":378,"content":379},{"textAlign":249},[380],{"text":381,"type":23},"Neben den Vorträgen bot der Abend vor allem auch Raum für Gespräche, neue Kontakte und fachlichen Austausch. Genau diese Verbindung aus kompaktem Input und persönlicher Vernetzung macht Hands on Data zu einem besonderen Format in der Region. „Unser Ziel mit Hands on Data ist es, Menschen, Ideen und Praxis zusammenzubringen. Wenn daraus neue Gespräche, neue Perspektiven und neue Kooperationen entstehen, dann ist genau das gelungen, was wir mit diesem Abend erreichen wollen“, so Kammerhofer. ","grid-blok",{"_uid":384,"title":385,"subTitle":386,"component":387,"recipients":388,"description":389,"submitLabel":390,"assetToDownload":391,"additionalFormFields":396},"56740ca7-ff3d-44d7-98f5-52ffb0d9c5e5","Nochmal zum Nachlesen?","Hands on: Eventpräsentation","lead-magnet-download-blok",[219],"Hier gibt's die gesammelte Präsentation aller Speaker des Hands on Data 2026.","Jetzt downloaden",{"id":392,"alt":393,"name":149,"focus":149,"title":149,"source":149,"filename":394,"copyright":149,"fieldtype":242,"meta_data":395,"is_external_url":243},171076191249711,"PDF File der HoD Präsentationen 2026.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002Fx\u002F083d307df7\u002Fhod_prasentation_2026.pdf",{"alt":393,"title":149,"source":149,"copyright":149},[],{"_uid":398,"images":399,"component":466,"addBackgroundColorToTiles":243},"54f8577c-7e27-4e20-8385-a047d730d169",[400,405,410,412,417,419,424,426,431,436,441,446,451,456,461],{"id":401,"alt":402,"name":149,"focus":149,"title":149,"source":149,"filename":403,"copyright":149,"fieldtype":242,"meta_data":404},171081407887104,"Besucher:innen des Events mein Netzwerken.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1920x1281\u002F214877b309\u002Fhandsondata2026_fotoserie-83.jpg",{"alt":402,"title":149,"source":149,"copyright":149},{"id":406,"alt":407,"name":149,"focus":149,"title":149,"source":149,"filename":408,"copyright":149,"fieldtype":242,"meta_data":409},171081407813375,"Empfang beim Hands on Data Event durch Mitglieder der Zukunftsregion und Steyrland.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1920x1280\u002Fa4cb579462\u002Fhandsondata2026_fotoserie-79.jpg",{"alt":407,"title":149,"source":149,"copyright":149},{"id":354,"alt":355,"name":149,"focus":149,"title":149,"source":149,"filename":356,"copyright":149,"fieldtype":242,"meta_data":411},{"alt":355,"title":149,"source":149,"copyright":149},{"id":413,"alt":414,"name":149,"focus":149,"title":149,"source":149,"filename":415,"copyright":149,"fieldtype":242,"meta_data":416},171081406707452,"Noah Kramer im Austausch mit Besucher:innen.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1920x1281\u002Fcb5bc5aeca\u002Fhandsondata2026_fotoserie-77.jpg",{"alt":414,"title":149,"source":149,"copyright":149},{"id":339,"alt":340,"name":149,"focus":149,"title":149,"source":149,"filename":341,"copyright":149,"fieldtype":242,"meta_data":418},{"alt":340,"title":149,"source":149,"copyright":149},{"id":420,"alt":421,"name":149,"focus":149,"title":149,"source":149,"filename":422,"copyright":149,"fieldtype":242,"meta_data":423},171081406654203,"Drei Männer beim Austausch auf der Terrasse.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1920x1281\u002F168f61bce7\u002Fhandsondata2026_fotoserie-89.jpg",{"alt":421,"title":149,"source":149,"copyright":149},{"id":347,"alt":348,"name":149,"focus":149,"title":149,"source":149,"filename":349,"copyright":149,"fieldtype":242,"meta_data":425},{"alt":348,"title":149,"source":149,"copyright":149},{"id":427,"alt":428,"name":149,"focus":149,"title":149,"source":149,"filename":429,"copyright":149,"fieldtype":242,"meta_data":430},171081406183158,"Besucher im blauen Anzug im Austausch mit Anderen.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1281x1920\u002F12b8252fd0\u002Fhandsondata2026_fotoserie-85.jpg",{"alt":428,"title":149,"source":149,"copyright":149},{"id":432,"alt":433,"name":149,"focus":149,"title":149,"source":149,"filename":434,"copyright":149,"fieldtype":242,"meta_data":435},171081406469880,"Die Speaker:innen und der Moderator des Hands on Data stehen vor den Veranstaltungsrollups und lächeln in die Kamera.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F3150x2100\u002Fd9ab52ad14\u002Fhandsondata2026_fotoserie-02.jpg",{"alt":433,"title":149,"source":149,"copyright":149},{"id":437,"alt":438,"name":149,"focus":149,"title":149,"source":149,"filename":439,"copyright":149,"fieldtype":242,"meta_data":440},171081406461687,"Das Partnerteam aus sechs Personen steht vor den Veranstalterrollups und lächelt in die Kamera.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F3150x2100\u002F80807e4781\u002Fhandsondata2026_fotoserie-01.jpg",{"alt":438,"title":149,"source":149,"copyright":149},{"id":442,"alt":443,"name":149,"focus":149,"title":149,"source":149,"filename":444,"copyright":149,"fieldtype":242,"meta_data":445},171081406469881,"Die Hands on Data Präsentationsfolie auf einem Bildschirm mit Mikrofonen.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1920x1281\u002F06770c10f4\u002Fhandsondata2026_fotoserie-74.jpg",{"alt":443,"title":149,"source":149,"copyright":149},{"id":447,"alt":448,"name":149,"focus":149,"title":149,"source":149,"filename":449,"copyright":149,"fieldtype":242,"meta_data":450},171081406482170,"Mehrere Besucher:innen sitzen im Publikum des Hands on Data.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1920x1281\u002Fea27566cee\u002Fhandsondata2026_fotoserie-29.jpg",{"alt":448,"title":149,"source":149,"copyright":149},{"id":452,"alt":453,"name":149,"focus":149,"title":149,"source":149,"filename":454,"copyright":149,"fieldtype":242,"meta_data":455},171081406158580,"Der Moderator des Abends Noah Kramer spricht zu den Besucher:innen.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1920x1280\u002F3eb9f7aab3\u002Fhandsondata2026_fotoserie-31.jpg",{"alt":453,"title":149,"source":149,"copyright":149},{"id":457,"alt":458,"name":149,"focus":149,"title":149,"source":149,"filename":459,"copyright":149,"fieldtype":242,"meta_data":460},171081406134003,"Empfang beim Hands on Data.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1920x1281\u002Febd6c60e53\u002Fhandsondata2026_fotoserie-80.jpg",{"alt":458,"title":149,"source":149,"copyright":149},{"id":462,"alt":463,"name":149,"focus":149,"title":149,"source":149,"filename":464,"copyright":149,"fieldtype":242,"meta_data":465},171081406134002,"Besucher lächelt in Kamera.","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1920x1281\u002F5d12532e8e\u002Fhandsondata2026_fotoserie-98.jpg",{"alt":463,"title":149,"source":149,"copyright":149},"image-tiles-blok",{"_uid":468,"logos":469,"title":470,"subTitle":149,"component":471,"logoGroup":472,"callToAction":473,"callToActionLabel":149},"22126d53-f2fe-4560-8451-ff87050977e8",[],"Dank an die Partner","logo-cloud-blok","1c0ed9b0-be82-4685-ae31-9d1a4052393d",{"id":149,"url":149,"linktype":474,"fieldtype":221,"cached_url":475,"prep":476},"story","\u002Fen\u002F",true,{"_uid":478,"title":479,"subTitle":480,"component":481,"alignCenter":476,"description":482,"callToAction":485,"containerStyle":243,"applyPrimaryLinkToTitle":243},"a7fee7b6-fe7f-4192-a10a-ab0e4e5c9875","Even more impressions from the Hands on Data","Event photos","cta-disruptor-blok",{"type":16,"content":483},[484],{"type":19},[486],{"_uid":487,"link":488,"type":491,"label":492,"component":493},"e2a9b191-abbd-42b6-8397-375c071d6071",{"id":489,"url":149,"linktype":474,"fieldtype":221,"cached_url":490,"prep":476},"a375d754-9a89-4385-bac2-fc5d33563fdb","\u002Fen\u002Fkontakt\u002F","primary","To the event photos","button",{"type":16,"content":495},[496],{"type":19,"content":497},[498],{"text":499,"type":23},"This year, the digitalization event Hands on Data took place: around 100 interested participants attended the event on May 27, 2025 at the Digitalization Center of FH Steyr and listened to exciting presentations on the topic of accessibility and then exchanged ideas with experts in an interactive new format. 'Hands on Data' in 2025 is also supported by a dedicated network. Initiated by the Werbeberg agency, the event was organized in collaboration with FH Steyr, WKO Steyr, Zukunftsregion Steyr, Netzwerk Steyrland, and IT Experts Austria.","That was the Hands on Data 2025",{"id":149,"url":219,"email":219,"linktype":220,"fieldtype":221,"cached_url":219},{"type":16,"content":503},[504],{"type":19,"content":505},[506],{"text":507,"type":23},"You can write us an email or call us. We look forward to your message!",[509],{"_uid":510,"title":511,"noIndex":243,"ogImage":512,"ogTitle":511,"noFollow":243,"component":234,"description":514,"twitterImage":515,"twitterTitle":149,"ogDescription":514,"twitterDescription":149},"310c429e-dc03-4b8e-a889-241d392b2367","Das war Hands on: Data 2026",{"id":442,"alt":443,"name":149,"focus":149,"title":149,"source":149,"filename":444,"copyright":149,"fieldtype":242,"meta_data":513,"is_external_url":243},{"alt":443,"title":149,"source":149,"copyright":149},"Das Steyrer Digitalisierungsevent Hands on: Data geht in die vierte Runde. Im DigiSpace der FH Oberösterreich sprechen Speaker:innen über die Themen B2B, Digitaliserung und KI.",{"id":249,"alt":249,"name":149,"focus":249,"title":249,"source":249,"filename":149,"copyright":249,"fieldtype":242,"meta_data":516},{},"Event","Contact now","Learn more?",{"id":442,"alt":443,"name":149,"focus":149,"title":149,"source":149,"filename":444,"copyright":149,"fieldtype":242,"meta_data":521,"is_external_url":243},{"alt":443,"title":149,"source":149,"copyright":149},{"id":442,"alt":443,"name":149,"focus":523,"title":149,"source":149,"filename":444,"copyright":149,"fieldtype":242,"meta_data":524,"is_external_url":243},"660x471:661x472",{"alt":443,"title":149,"source":149,"copyright":149},{"id":249,"alt":249,"name":149,"focus":249,"title":249,"source":249,"filename":149,"copyright":249,"fieldtype":242,"meta_data":526},{},"das-war-hands-on-data-2026","en\u002Farticles\u002Fdas-war-hands-on-data-2026",-420,[],"3ed8841d-45f1-4201-a2d3-e1a5a99de543",[],"articles\u002Fdas-war-hands-on-data-2026",[535],{"path":533,"name":249,"lang":255,"published":249},{"name":537,"created_at":538,"published_at":539,"updated_at":540,"id":541,"uuid":542,"content":543,"slug":644,"full_slug":645,"sort_by_date":249,"position":646,"tag_list":647,"is_startpage":243,"parent_id":252,"meta_data":249,"group_id":648,"first_published_at":539,"release_id":249,"lang":255,"path":249,"alternates":649,"default_full_slug":650,"translated_slugs":651},"Kommunikation, die nicht nur wirksam, sondern verantwortungsvoll ist","2026-02-16T15:56:07.957Z","2026-02-19T08:36:23.095Z","2026-02-19T08:36:23.118Z",145685577582201,"520214cc-63b6-465b-95b2-605b5218fb34",{"_uid":544,"body":545,"text":546,"title":613,"ctaLink":614,"ctaText":616,"pageSeo":628,"category":629,"ctaLabel":630,"ctaTitle":631,"cardImage":632,"component":244,"coverImage":638,"coverVideo":641,"ctaSubTitle":643},"5e491dd3-6a7b-4af7-83bf-a85fe4307573",[],{"type":16,"content":547},[548,553,558,563,574,578,583,588,593,598,600],{"type":19,"attrs":549,"content":550},{"textAlign":249},[551],{"text":552,"type":23},"Kommunikation prägt, wie Menschen, Rollenbilder und Zusammenhalt wahrgenommen werden - und das weit über die einzelne Botschaft hinaus. Im digitalen Zeitalter, wo ein unzählige Informationen im Überfluss vorhanden und nur einen Klick entfernt sind verschwimmen die Grenzen zwischen Information, Unterhaltung und Einflussnahme zusehends.",{"type":308,"attrs":554,"content":555},{"level":310,"textAlign":249},[556],{"text":557,"type":23},"Der Österreichische Werberat",{"type":19,"attrs":559,"content":560},{"textAlign":249},[561],{"text":562,"type":23},"Deshalb ist Selbstregulierung in der Österreichischen Kommunikationswirtschaft essentiell. Der Österreichische Werberat erfüllt genau diese Funktion - als Selbstregulierungseinrichtung werden Beschwerden zu Kommunikationsmaßnahmen angenommen und beurteilt, ob diese gegen ethische Grundsätze verstoßen. So wird ein Rahmen geschaffen, der Respekt, Fairness und gesellschaftliche Verantwortung sichert - getragen von der Branche selbst. ",{"type":19,"attrs":564,"content":565},{"textAlign":249},[566,568,572],{"text":567,"type":23},"Der ",{"text":569,"type":23,"marks":570},"Junge Werberat",[571],{"type":41},{"text":573,"type":23}," setzt insbesondere auf die Perspektiven von jungen Kolleg:innen aus der Branche. Denn wir prägen nicht nur die Zukunft, sondern setzen bereits im Jetzt unser Zeichen. Mit dieser jungen und innovativen Sichtweise setzt der Junge Werberat Impulse für zeitgemäße Standards, startet Diskussionen zu neuen Kommunikationsrealitäten, die moderne Plattformen einbezieht und trägt maßgeblich dazu bei, dass Selbstregulierung nicht nur verwaltet, sondern weiterentwickelt wird - praxisnahe und am gesellschaftlichen Wandel orientiert.",{"type":19,"attrs":575,"content":576},{"textAlign":249},[577],{"text":160,"type":23},{"type":308,"attrs":579,"content":580},{"level":310,"textAlign":249},[581],{"text":582,"type":23},"Eine junge Perspektive für verantwortungsvolle Kommunikation",{"type":19,"attrs":584,"content":585},{"textAlign":249},[586],{"text":587,"type":23},"Unser Kommunikationsexperte Noah Kramer engagiert sich seit kurzem ehrenamtlich im Jungen Werberat, weil er überzeugt ist, dass Kommunikation nicht nur wirksam sondern auch verantwortungsvoll sein muss. ",{"type":19,"attrs":589,"content":590},{"textAlign":249},[591],{"text":592,"type":23},"Denn Kommunikation gestaltet öffentliche Wirklichkeit und beeinflusst, wie Menschen, Rollenbilder und gesellschaftlicher Zusammenhalt wahrgenommen werden. In einer Zeit, in der Algorithmen Aufmerksamkeit verstärken und die Grenzen zwischen Information, Unterhaltung und Einflussnahme zunehmend verschwimmen, wird ethisches Handeln zur entscheidenden Grundlage für Vertrauen.",{"type":19,"attrs":594,"content":595},{"textAlign":249},[596],{"text":597,"type":23},"Selbstregulierung ist dabei keine Einschränkung, sondern ein Ausdruck professioneller Verantwortung. Mit klaren Governance-Strukturen in der Kommunikationsbranche stärken wir die Glaubwürdigkeit, sichern die langfristige Legitimität und fördern eine offenen Austausch über verantwortungsvolle Kommunikation.",{"type":19,"attrs":599},{"textAlign":249},{"type":19,"attrs":601,"content":602},{"textAlign":249},[603,605,611],{"text":604,"type":23},"Mehr dazu findest du auf der Webseite des ",{"text":606,"type":23,"marks":607},"Österreichischen Werberats",[608],{"type":146,"attrs":609},{"href":610,"uuid":249,"anchor":249,"target":150,"linktype":151},"https:\u002F\u002Fwww.werberat.at\u002F",{"text":612,"type":23},".","Kommunikation: nicht nur wirksam, sondern verantwortungsvoll",{"id":489,"url":149,"anchor":615,"linktype":474,"fieldtype":221,"cached_url":490,"prep":476},"booking",{"type":16,"content":617},[618,623],{"type":19,"attrs":619,"content":620},{"textAlign":249},[621],{"text":622,"type":23},"Du möchtest deine Kommunikation wirksam und verantwortungsvoll gestalten? Dann lass uns darüber reden! ",{"type":19,"attrs":624,"content":625},{"textAlign":249},[626],{"text":627,"type":23},"Wir freuen uns auf deine Nachricht!",[],"Österreichischer Werberat","Kostenlosen Ersttermin vereinbaren","Deine Kommunikation stärken?",{"id":633,"alt":634,"name":149,"focus":635,"title":149,"source":149,"filename":636,"copyright":149,"fieldtype":242,"meta_data":637,"is_external_url":243},146628060057752,"Das Bild zeigt eine geschäftige Redaktion im Hintergrund und einen lächelnden Redakteur im Vordergrund","1395x302:1396x303","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1920x1080\u002Fad7b25a273\u002Fwerberat-noah-hero-image.jpg",{"alt":634,"title":149,"source":149,"copyright":149},{"id":633,"alt":634,"name":149,"focus":639,"title":149,"source":149,"filename":636,"copyright":149,"fieldtype":242,"meta_data":640,"is_external_url":243},"1399x302:1400x303",{"alt":634,"title":149,"source":149,"copyright":149},{"id":249,"alt":249,"name":149,"focus":249,"title":249,"source":249,"filename":149,"copyright":249,"fieldtype":242,"meta_data":642},{},"Kontaktiere uns jetzt!","kommunikation-die-nicht-nur-wirksam-sondern-verantwortungsvoll-ist","en\u002Farticles\u002Fkommunikation-die-nicht-nur-wirksam-sondern-verantwortungsvoll-ist",-410,[],"327de387-be5b-4d3a-bd8b-c61e0473fe7d",[],"articles\u002Fkommunikation-die-nicht-nur-wirksam-sondern-verantwortungsvoll-ist",[652],{"path":650,"name":249,"lang":255,"published":249},{"name":654,"created_at":655,"published_at":656,"updated_at":657,"id":658,"uuid":659,"content":660,"slug":756,"full_slug":757,"sort_by_date":249,"position":758,"tag_list":759,"is_startpage":243,"parent_id":252,"meta_data":249,"group_id":760,"first_published_at":656,"release_id":249,"lang":255,"path":249,"alternates":761,"default_full_slug":762,"translated_slugs":763},"Vom Vorsatz zur Wirkung: B2B-Kommunikation 2026","2026-01-03T18:56:32.974Z","2026-01-03T19:14:17.641Z","2026-01-03T19:14:17.653Z",130158563250644,"49477459-0df1-44da-9292-5af40c8ab1fa",{"_uid":661,"body":662,"text":671,"title":718,"ctaLink":719,"ctaText":722,"pageSeo":729,"category":744,"ctaLabel":745,"ctaTitle":746,"cardImage":747,"component":244,"coverImage":750,"coverVideo":753,"ctaSubTitle":755},"438045b3-57be-44a3-8735-9f587a9489f5",[663],{"_uid":664,"title":665,"subTitle":666,"component":667,"testimonials":668},"950a0818-1a2a-48a1-9dfc-4dcf443371cb","WB Advisor","Walking the path together","testimonial-blok",[669,670],"941b7bf4-46b5-4e14-b441-60cb0b93a341","21804749-4b86-42f2-945c-4ca1b853b260",{"type":16,"content":672},[673,678,683,688,693,698,703,708,713],{"type":19,"attrs":674,"content":675},{"textAlign":249},[676],{"text":677,"type":23},"The turn of the year is the same moment every year: shortly before midnight, resolutions are made, plans are forged, goals are defined. More focus, better routines, finally staying consistent. For a few days, everything feels possible. But then everyday life returns. Calendars fill up, operational issues push to the forefront, priorities shift. What began as a clear resolution loses energy.",{"type":19,"attrs":679,"content":680},{"textAlign":249},[681],{"text":682,"type":23},"What is so familiar in private life can be transferred one-to-one to companies. B2B companies are also starting the new year 2026 with ambitious goals. More visibility, clearer positioning, stronger brand, better leads, more consistent communication. The intention is there, the will as well. And yet experience shows: There is a long way between goal setting and actual impact. Not because companies don't know what they want, but because it is difficult in everyday life to maintain focus and consistently implement plans.",{"type":19,"attrs":684,"content":685},{"textAlign":249},[686],{"text":687,"type":23},"Formulating goals is easy. Achieving them is complex. Especially in B2B structures, where communication is rarely the only field of work, it is often done \"on the side.\" Strategy papers are created, campaigns planned, topic lists compiled - and then there is a lack of time for proper execution. Content is left behind, measures are implemented half-heartedly or get lost in inconsistent communication. Additionally, there is a certain operational blindness: What the company achieves on a daily basis seems self-evident internally and is no longer perceived as worth telling.",{"type":19,"attrs":689,"content":690},{"textAlign":249},[691],{"text":692,"type":23},"This is precisely a fundamental error in thinking. Companies are not an end in themselves. They solve problems, develop solutions, take responsibility, and create added value. And that's exactly where there are stories, topics, and content that are relevant to target groups. You don't have to reinvent the wheel every year. But you can certainly become a topic maker yourself—if you understand what you're telling, for whom you're telling it, and why it's relevant.",{"type":19,"attrs":694,"content":695},{"textAlign":249},[696],{"text":697,"type":23},"Communication in 2026 therefore means more than planning. It requires clarity in the core story, a deep understanding of the target groups, and the courage to consistently address topics over longer periods. Interesting content does not arise from activism, but from substance. It is created where companies place their services, attitudes, and competencies in a larger context and communicate them clearly. This is precisely where good intentions separate from genuine impact.",{"type":19,"attrs":699,"content":700},{"textAlign":249},[701],{"text":702,"type":23},"Scientific findings from organizational and motivational research clearly show why many resolutions fail: The problem is not a lack of motivation, but rather a lack of structure, feedback, and external commitment. Goals are achieved measurably more successfully when they are accompanied, reflected upon, and continuously developed. External partners play a crucial role in this, as they create focus, support priorities, and share responsibility. They bring not only expertise but also distance, clarity, and reliability to processes that are often overshadowed internally by operational constraints.",{"type":19,"attrs":704,"content":705},{"textAlign":249},[706],{"text":707,"type":23},"This is exactly where the team from Werbeberg comes in. As a strategic and operational partner, Werbeberg supports B2B companies in not only defining but also implementing their communication goals. It's not about short-term campaigns or loud effects, but rather about sustainable, credible communication. Together, core stories are sharpened, target groups clearly defined, and relevant topics identified. Ideas become concrete measures, planning becomes professional execution, and individual activities form a consistent line.",{"type":19,"attrs":709,"content":710},{"textAlign":249},[711],{"text":712,"type":23},"The crucial difference lies in persistence. Communication does not have its effect at specific points, but over time. Werbeberg ensures continuity, quality in implementation, and the necessary translation between strategy and everyday life. This creates content that is not only broadcasted but also generates interest, builds trust, and strengthens positioning.",{"type":19,"attrs":714,"content":715},{"textAlign":249},[716],{"text":717,"type":23},"New Year's resolutions rarely fail because they are wrong. They fail because they are pursued alone. The same applies to companies. 2026 will not be the year of the best ideas winning, but rather the year of consistent implementation. With clear communication, relevant topics, and a partner who not only thinks along but also supports. Whoever takes their goals seriously should not pursue them in isolation. To achieve them, you need structure, reliability, and professional guidance. Werbeberg helps turn resolutions into effective actions.","From Resolution to Impact: B2B Communication 2026",{"id":720,"url":149,"linktype":474,"fieldtype":221,"cached_url":721,"prep":476},"2148c1b3-6822-4b0b-b154-2f4180df70d7","\u002Fen\u002Fkontakt\u002Fterminfindung",{"type":16,"content":723},[724],{"type":19,"attrs":725,"content":726},{"textAlign":249},[727],{"text":728,"type":23},"Good resolutions need structure, clarity, and consistent implementation. We support B2B companies in sharpening their core story, developing relevant topics, and not only planning communication but implementing it professionally. With a reliable partner by your side, strategy becomes impact.",[730],{"_uid":731,"title":732,"noIndex":243,"ogImage":733,"ogTitle":732,"noFollow":243,"component":234,"description":738,"twitterImage":739,"twitterTitle":741,"ogDescription":742,"twitterDescription":743},"b3c3f0af-81e4-4060-b190-e0ddf5b705ee","B2B Communication 2026: Strategy & Implementation | Werbeberg",{"id":734,"alt":735,"name":149,"focus":149,"title":149,"source":149,"filename":736,"copyright":149,"fieldtype":242,"meta_data":737,"is_external_url":243},130162712953172,"Aufbruch in 2026 Werbeberg wb","https:\u002F\u002Fa.storyblok.com\u002Ff\u002F155957\u002F1536x1024\u002Fc83a8e9910\u002Faufbruch-in-2026-werbeberg-wb.png",{"alt":735,"title":149,"source":149,"copyright":149},"Werbeberg supports B2B companies in clear positioning, relevant topics, and consistent communication implementation for 2026.",{"id":734,"alt":735,"name":149,"focus":149,"title":149,"source":149,"filename":736,"copyright":149,"fieldtype":242,"meta_data":740,"is_external_url":243},{"alt":735,"title":149,"source":149,"copyright":149},"B2B-Kommunikation 2026: Strategie & Umsetzung | Werbeberg","Werbeberg supports B2B companies with clear positioning, relevant topics, and consistent communication implementation for 2026.","Werbeberg unterstützt B2B-Unternehmen bei klarer Positionierung, relevanten Themen und konsequenter Kommunikations-Umsetzung für 2026.","Artikel","Free initial consultation","From Resolution to Impact",{"id":734,"alt":735,"name":149,"focus":748,"title":149,"source":149,"filename":736,"copyright":149,"fieldtype":242,"meta_data":749,"is_external_url":243},"1029x440:1030x441",{"alt":735,"title":149,"source":149,"copyright":149},{"id":734,"alt":735,"name":149,"focus":751,"title":149,"source":149,"filename":736,"copyright":149,"fieldtype":242,"meta_data":752,"is_external_url":243},"992x547:993x548",{"alt":735,"title":149,"source":149,"copyright":149},{"id":249,"alt":249,"name":149,"focus":249,"title":249,"source":249,"filename":149,"copyright":249,"fieldtype":242,"meta_data":754},{},"Make your communication goals for 2026 actionable.","vom-vorsatz-zur-wirkung-b2b-kommunikation-2026","en\u002Farticles\u002Fvom-vorsatz-zur-wirkung-b2b-kommunikation-2026",-400,[],"3187ca77-ef33-4204-854a-f77e31aea452",[],"articles\u002Fvom-vorsatz-zur-wirkung-b2b-kommunikation-2026",[764],{"path":762,"name":249,"lang":255,"published":249},[],[],{"age":264,"cache-control":265,"connection":266,"content-encoding":267,"content-type":268,"date":269,"etag":768,"per-page":301,"referrer-policy":271,"sb-be-version":272,"server":273,"total":769,"transfer-encoding":274,"vary":275,"via":276,"x-amz-cf-id":770,"x-amz-cf-pop":278,"x-cache":279,"x-content-type-options":280,"x-frame-options":281,"x-permitted-cross-domain-policies":282,"x-request-id":771,"x-runtime":772,"x-xss-protection":285},"W\u002F\"7e050cd91be1486fe12a9051932737b7\"","158","ltQUgsXXXaagqaHOnUIyJLIjv0pqT4lzPlELuEd94UoDFkA4byW1oQ==","7eb8ed9d-f8cf-4603-8470-0839baf37cd6","0.045393",158]