International Digital Marketing Inspiration Day 2026
Content Is King…but Who’s Buying?
November 3, 2026 | 08:30–16:00
CU Carinthia University | Campus Villach, Audimax
Content is everywhere. But which content actually works?
On November 3, 2026, the International Digital Marketing Inspiration Day returns to Campus Villach for a full day of practical insights, inspiring ideas and real-world examples from the world of digital marketing.
This year, everything revolves around one central question:
Content Is King…but Who’s Buying?
Brands are producing more content than ever before. Social media feeds are crowded, AI makes content creation faster and easier, and audiences are exposed to thousands of messages every day. Creating content is no longer the challenge. Creating content that gets noticed, creates relevance and ultimately drives action is.
IDMID2026 therefore takes a closer look at what successful content marketing means today.
What makes people stop scrolling? What creates attention without becoming clickbait? Which stories build trust and desire? How do brands turn attention into customers and long-term relationships? And what role do strategy, paid media, psychology, AI and customer journeys play in making content actually work?
Throughout the day, experts from business, consulting and academia will share practical examples, successful approaches and a few things that definitely do not work.
Registration and participation are completely free of charge.
Join us at Campus Villach and discover what great content gets right – and why content alone is never enough.
Program Overview
Say Goodbye to One-Time Guests:
How Digital Impulses Build Lasting Guest Relationships
Social media and digital advertising have long been the foundation of modern marketing strategies. However, while many companies focus exclusively on reach and generating new leads, long-term commercial success is only decided in the subsequent steps - binding customers to a business over the long term through digital solutions.
Speaker: Christina Moser
Christina Moser has been working as a Project Manager and Specialist for eCommerce & Loyalty Solutions at incert eTourismus GmbH since 2020. Grounded in a comprehensive background in the tourism industry - she expanded her expertise through degree programs in Hotel Management at Carinthia University of Applied Sciences and Marketing & Sales at Upper Austria University of Applied Sciences. Today, she leverages her deep industry insight to support clients in implementing digital solutions designed to drive online sales and enhance guest loyalty.
From Content to Customer
How Paid Media Turns Attention into Pipeline
Content may capture attention, but attention alone doesn’t create commercial impact. This presentation shows how companies can use paid media to distribute content to the right audiences, generate and capture demand, optimize conversions, and connect marketing with sales to turn attention into qualified pipeline.
Speaker: Manuel Antonitsch
Manuel Antonitsch is Lead B2B Strategist at Via Digital, where he specializes in performance marketing with a focus on LinkedIn Ads, Google Ads, and overall marketing strategies. In addition, he teaches Digital Marketing part-time at Carinthia University of Applied Sciences and University of Applied Sciences Upper Austria.
What's a King without a Kingdom?
Great content alone doesn't guarantee anyone is paying attention. In this keynote, Roland Scharf explores why even the strongest content fails without a real understanding of the audience. He unpacks what determines whether content gets noticed, understood, and acted on - covering buyer personas, customer journeys, and the psychology of attention, with a close look at how AI is reshaping the game.
Speaker: Roland Scharf
Roland Scharf (R/S Strategie.Innovation.Impact.) is a digital marketing consultant and lecturer based in Austria with more than 14 years of experience in the field. In addition to supporting organizations and individuals in mastering modern marketing tools and strategies, he teaches Digital Marketing at Carinthia University of Applied Sciences and WIFI Kärnten. Scharf holds a degree in Psychology and is currently pursuing a PhD at the University of Klagenfurt, researching how people think, feel, and behave when interacting with AI. With hands-on experience across agency, in-house, and academic environments, Roland bridges the gap between marketing strategy and human psychology, with a particular interest in how AI is reshaping both.
Selling Sunsets? Selling Carinthia.
How Tourism Content Turns Attention into Desire
In tourism marketing, content rarely sells a room, a ticket or a destination directly. It sells a feeling first: the idea of being there. But in a crowded feed full of perfect sunsets, drone shots and AI-polished visuals, beautiful is no longer enough.In this session, you will get practical insights from destination marketing and social media communication at Kärnten Werbung. Using examples from tourism content, short-form video, storytelling and platform-specific formats, the talk explores what kind of content works today and why attention alone is not enough.
Speaker: Nina Käfel
Nina Käfel is the Senior Social Media Manager at Kärnten Werbung, where she works on strategic social media communication, content planning, platform-specific storytelling and digital destination marketing. Her professional focus lies in turning brand and tourism strategy into content formats that create attention, emotional relevance and measurable engagement across social platforms. This semester she also teaches Social Media & Content Marketing at Carinthia University of Applied Sciences.
What Great Content Gets Right and What Bad Content Gets Wrong
Compelling content captures attention and moves audiences closer to action. Bad content often does the opposite. It feels generic, interchangeable or simply gets ignored. In this session, we will look at a range of positive and negative real-world examples to explore what makes content effective across different industries, platforms and formats. We will examine different content styles and discuss why some approaches create stronger attention, engagement, credibility and ultimately better business results than others.
Speaker: Bernhard Guetz
Bernhard Guetz is Professor and Program Director for Digital Marketing & Sales at CU - Carinthia University of Applied Sciences and founder of Guetz Consulting. He works at the intersection of research, teaching and practice, with a particular focus on Digital Marketing, Content Marketing, Customer Journeys and Digital Strategy. As an author and researcher, he has published several books and academic articles on digital marketing. His work combines academic insights with practical marketing experience, with a strong interest in how brands can create relevant, credible and effective content in an increasingly AI-driven digital environment.
The Blind Spot in Your AI Strategy
Six Ways AI Is Changing Markets
Ask companies what they are doing with AI and most will talk about efficiency, such as faster content production, automated customer service or less time spent on routine tasks. This view overlooks where some of the biggest changes happen: outside the company. Your next competitor may be your own customer. And the first one to read your offer may no longer be a person.
In this session, we will look at six patterns of how AI changes customers, competition and value chains, and at the questions they raise for every business. Recognising these shifts early is a core task of strategic marketing and business development. For anyone working in marketing, or planning to, this is where the job becomes strategic.
Speaker: Alexander Schwarz-Musch
Alexander Schwarz-Musch is Professor of Marketing at CU – Carinthia University of Applied Sciences, where he heads the Master's programme in Business Development & Management. For more than 25 years, he has worked at the intersection of marketing, strategy and business development. He has published widely on marketing and digital marketing, including the co-authored Springer books Digital Advertising in the Post-Cookie Era and Quick Guide Digital Marketing Roadmap. His most recent book, High-Performance Business Development, was published by Springer Gabler in 2026. His current work focuses on how AI is changing markets, marketing and business development, and what this means for how companies grow.
Registration and participation are completely free of charge.
Join us at Campus Villach and discover what great content gets right – and why content alone is never enough.