The current digital change develops new methods and process so that well-established approaches have to be relplaced and influenced strongly. The Online-Business is in change. New products and offers will be defined, title and process altered. Among new technical requirements, use of media gared to target groups requires new strategy in content and a rethinking. The consequential effects are sweeping and demand a new perception and function of all involved parties .
Right here in an area of conflict between online PR, Display and Content Marketing develop new customer requirements. They need clear objectives and motivate the claim to consider and hanlde the whole value added chain of communication.