Johannes Reimann is the owner of Sinngold, an online marketing agency based in Augsburg (Germany), and is involved in various online projects and startups both domestically and internationally. We sat down with him to discuss his roughly 20 years of experience in the online business, as well as new opportunities in digital marketing.
BI: Hello Johannes, thanks for making time for us. You’re the owner of Sinngold GmbH & Co. KG, an online marketing agency in Augsburg, but you also work on other projects. Could you briefly describe your professional background for us?
JR: Thank you for having me! It’s quite a long story. It actually started as a hobby: back in the late ’90s, I began creating websites just for fun. Eventually, I started getting my first client projects. We’re talking about a time when ISPs were still called AOL and search engines were AltaVista and Fireball. Yahoo was around, and only later came Google and Bing. I realized that a beautiful website is useless if no one finds it. That led me to explore how to position websites in search engines and products on sales platforms. After my studies, I was able to join an online startup in Italy, which was an exciting time with its ups and downs.
Working for four years at a major online marketing agency was almost a natural progression. But I soon realized that with my own agency, I could offer my clients a different, in my view, better level of service.How did Sinngold come to be, and what services do you offer?
I founded Sinngold with a partner in 2014. Our visions aligned, and our skills complemented each other well. Initially, our focus was on search engine optimization (SEO) and search engine advertising (SEA). Over time, our offerings expanded, but we didn’t become a “one-stop shop” for everything. We specialize in SEO, Google Ads, website development, content creation, web tracking, and now also AI in online marketing. With around 20 years of experience, we are true experts in these fields. We also advise clients on the best CMS or e-commerce platforms, profitable lead-generation tools, and optimal marketing budget allocation. Our extensive network of professional partners enables us to provide many additional services when needed.
What sets you apart from other online marketing agencies?
We don’t spend time on time-consuming “high-gloss” presentations; instead, we work closely with our clients to improve their online marketing in a practical, hands-on way. With our technical expertise, we often have a good connection with the client’s web tech, or we manage their website directly. Plus, we don’t have expensive sales teams, high management salaries, fancy office spaces, or trade show booths. This is reflected in our hourly rates. In my opinion, our clients get a great price-performance ratio. Large agencies usually send their best staff to their biggest clients. If a client has a smaller budget, they often get a less experienced advisor. At our agency, we follow the motto “You will be served by the boss.” Our clients always receive the expertise that comes only with years of experience.
Experience is important, but the online field is constantly evolving, and it seems like things move a bit faster every day. How do you stay on the cutting edge?
Yes, our industry has always been highly dynamic. Currently, a lot is changing rapidly due to the possibilities of artificial intelligence (AI). Data protection is another example. It wasn’t that long ago that lawmakers introduced new requirements for technology and web analytics—think GDPR. It’s essential to stay on top of things to collect enough data for professional online marketing while remaining compliant with regulations.
Since there’s no one-size-fits-all solution in our business, each challenge and client requires a tailored approach. For us, this means continuously evolving, learning, closely monitoring the market, and striving to stay ahead of the curve.What AI capabilities does Sinngold use in online marketing?
Artificial intelligence has really shaken up our industry. AI itself isn’t that new. What’s new is that it’s become more accessible and significantly better. We now use AI capabilities daily—from research and idea generation to content creation and automation, even writing code. We also use AI with online marketing tools and even develop our own marketing software using artificial intelligence.
Currently, we’re working on a solution that uses company-specific training data. The key is not to see AI as a silver bullet but to use it as effectively and efficiently as possible.Let’s look ahead. How do you think your business and the online marketing sector will change with the continuous improvement of AI tools?
There will be new opportunities for businesses to become visible and discoverable online. The nature of internet searches is bound to evolve as well. In many cases, users already get answers to their queries directly on the search results page without needing to click further. I think we’ll see more and more AI-generated results in the future. Bing, for example, has already started down this path. User behavior is also shifting. More users are now using ChatGPT or other AI tools for research instead of clicking through traditional search results. Amazon is likely to push forward with AI-generated content and product recommendations. I also expect search, AI, and voice assistants to become more interconnected.
So, will the AI hype continue to grow?
There are also countertrends that might temper the AI hype a bit. I recently read about an American study involving image data, where a model was trained using data that was itself AI-generated. After several iterations, the generated images became worse and more flawed. Results can also be distorted if the training data is not objectively available. For example, if you search for “Alps” on Google Images, you mostly see photos of mountains under bright blue skies. An AI model trained on such data might conclude that it’s always sunny in the mountains. Today, we’re simultaneously flooding the internet with AI-generated content, which in some cases is based on idealized training data. At the same time, many users struggle to distinguish AI-generated text from content written by humans. I believe we’ll see more discussions around labeling AI-generated content in the future.
The classic agency business isn’t everything for you. You’re always full of entrepreneurial ideas and enthusiastic about various projects.
That’s right. In addition to our core agency business, we also develop our own projects. For example, we run our own websites and portals. This very website is one we helped develop. What excites me most is when I can work with partners to bring an established offline business into the digital realm, turning it into a regional or even national online business. I’ve been fortunate to be a part of this process several times. A current example is the distribution of advertising displays. You could even interview my partner about that!
The practical experience we gain from these projects benefits our clients, as we’re always experimenting with new ideas and sharing successful results.To sum up, what do you love about your job, and what do you find challenging?
What I love about my work is the variety of industries and businesses I get to engage with. There are always different focuses and new challenges, so it never gets boring. Unlike traditional offline jobs, working on online projects often means reaching a much larger audience, sometimes even internationally. I find it exciting to leverage economies of scale to advance a business or build a new startup. I also appreciate the flexibility of working remotely and, to some extent, managing my time. This allows me to continually meet inspiring people and take on new projects across Europe.
Of course, there are downsides too. Bureaucracy in Germany can be a burden. And unfortunately, I often don’t have as much time as I’d like for some of my own ideas.You’re practically an expert in launching startups. What are the key considerations for anyone thinking about starting a business?
I can primarily speak from the perspective of online startups. It’s crucial to answer these questions beforehand: What am I really good at? What motivates me? Digital understanding and skills are essential. A new startup should provide value or solve a problem for others. It’s also important to assess whether there’s even a market for your idea. The unique thing about online startups is that while entry barriers can be low—you might not need to buy expensive machinery or rent large buildings—the online world operates differently than traditional business. Many sectors experience rapid monopolization online. People book hotels on booking.com, they “Google” on Google, and listen to music on Spotify. While those examples are from big players, it’s about finding the right niche or unique selling point to have growth potential. Online, there’s intense price competition for directly comparable products. If you’re not price-competitive, it likely won’t work out. For products or services that aren’t directly comparable, with qualitative or aesthetic differences, it often takes more effort to become visible in the right places and explain the offering. This can be challenging to convey in the fast-paced online world. That’s why it’s crucial to clearly define your unique selling points. Online, it’s not always the biggest who wins but often the fastest.
So, it’s about digital skills, motivation, and the right idea?
Yes, that’s right, but there’s more to it. A strong network and, depending on the business idea, the right partners are also very important. I’ve always found it beneficial to share expertise or useful information with peers, even if they’re competitors. It’s also possible to involve like-minded people in a project or offer a service without expecting anything in return. This kind of generosity usually pays off and has led to long-term partnerships that benefit everyone involved.
And then there’s the issue of money. Nowadays, it’s almost impossible without sufficient startup capital. Entrepreneurs should prepare a detailed budget plan. For key USPs of your business, you should try not to rely too heavily on outsourcing.And one last critical point for anyone thinking of starting their own business: a realistic self-assessment is crucial. With a good idea, the right partners, and plenty of drive, you can achieve a lot online!
Johannes Reimann’s professional journey demonstrates that success in online business depends not only on technical know-how and innovation but also on strong partnerships and a clear unique selling proposition. Staying ahead of trends and leveraging new technologies is key to continued success.
We conducted this interview in September 2024.
More Info:Sinngold online marketing agency
Johannes Reimann on Linkedin