OMR 2025 has shown it once again: The Internet belongs to AI. From content management to automated advertising — artificial intelligence has long been determining what we see, read and hear. The result is two-edged: efficiency on the one hand — interchangeability on the other. Everything is becoming more average — and more artificial. The more content is generated by machines, the more similar it becomes. Glossy visuals, perfect headlines, data-optimized formats. Everything works, but rarely touches it. The consequence: Trust in digital content is falling. What once aroused curiosity, we are now scrolling away.
👉 What people really want today: Real encounters
In a world full of digital illusory worlds, there is a growing desire for reality. After moments that are not determined by filters, algorithms, or click rates. Encounters with real people. Experiences with real brands. This is clearly evident among young target groups as well as among professionals:
👉 Recommendations from real life are once again worth more than 1,000 likes.
Live beats digital — and for good reason
The solution is obvious: Events, experiences, real contacts.
Brands that can be experienced personally create trust, relevance and loyalty — precisely because the rest of the world is becoming more and more artificial.
What this means for marketing managers:
Events are no longer a “nice-to-have”. They are a central tool for building trust.
Experiences become anchors in a digitalized brand world. Live marketing and events create real impact!
What brands need now: Stage and communities.
#ProductStaging and #CommunityPiggybacking — two of the most important marketing levers in 2025.
In the presentation “State of the German Internet” Did @Roland Eisenbrand hit a nerve on OMR:
In an AI-dominated world, real encounters and strong communities are becoming massively important.
Two terms that are particularly stuck:
👉 Product staging
👉 Community Piggybacking
1. Product staging — present the product like a star
Today, products are more than just solutions. They are statements.
But for a product to have an emotional effect, it must staged become — live, exciting, approachable.
🔹 Out of the display case, into the experience room.
🔹 Away from features, towards Goosebumps.
🔹 Instead of AI-generated reel, better real staging with real impact
Successful product staging means:
The product is central, but embedded in a context that inspires, activates and connects.
📸 Whether at events, roadshows or pop-up stages — anyone who stages smartly stays in your head.
2. Community piggybacking — the trust shortcut
If you want to be visible today, you need more than reach. He needs trust.
And that happens in communities: in real groups with shared interests, values, and experiences.
This is where Community Piggybacking comes in:
🔹 Docking with existing communities
🔹 Build credible partnerships
🔹 Create events as a platform for community experiences
Brands that manage to integrate meaningfully into existing community ecosystems — e.g. through co-creation, event partnerships, or shared experiences — benefit from emotional attachment, which already exists there.
Our take on OBSESSION:
These two strategies aren't a trend — they're our daily business.
We create spaces for product presentations that work.
And we build bridges to communities that support brands over the long term.
If you want to reach people today, you have to offer more than visibility.
You must tangible, creditable and real be.
This is the stage on which strong brands are created.
👉 Would you like to position your brand where there is a real impact?
Then let's talk — we look forward to talking to you!
