Trends in online marketing

By wdo, 10 November, 2025

Prof. Dr. Melanie Diermann – Professor of Marketing in the Department of Communication and Economics at IST University of Applied Sciences

AI, real-time data and new content formats are currently turning marketing upside down. But which developments should you take seriously today – and which technologies are hype or essential?

  • Why AI is reorganising marketing – not just automating it
  • How hyper-personalisation and real-time data are changing content
  • What voice search, gamification and short videos can do – and what they can't
  • Why data protection, sustainability and values determine success

 

 

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Sprecher

Prof. Dr. Melanie Diermann

By wdo, 19 November, 2025

Prof. Dr. Melanie Diermann ist Professorin für Marketing im Fachbereich Kommunikation und Wirtschaft an der IST-Hochschule für Management und leitet den Studiengang Bachelor Online-Marketing und Marketingmanagement. Sie studierte Kommunikations- und Medienwissenschaften, Sozialwissenschaften und Psychologie, promovierte im Themengebiet der vergleichenden politischen Kommunikation und arbeitete anschließend mehr als 10 Jahre mit Ihrer Expertise in strategischer Kommunikation für Think Tanks und Unternehmen in den Bereichen Forschungsförderung, Öffentlichkeitsarbeit und Geschäftsführung.

digital & events stage | Halle 7

Melanie Diermann
Prof. Melanie Diermann
Beschreibung_en

Prof. Dr. Melanie Diermann is a professor of marketing in the Department of Communication and Economics at IST University of Applied Sciences and heads the Bachelor's programme in Online Marketing and Marketing Management. She studied communication and media sciences, social sciences and psychology, earned her doctorate in comparative political communication and then worked for more than 10 years, applying her expertise in strategic communication to think tanks and companies in the areas of research funding, public relations and management.

digital & events stage | Hall 7

Session
digital & events stage