Successful 1st Mobile Day in Zurich

Mobile Day is an international series of events on the topic of mobile marketing with previous stops in London, Hamburg, Düsseldorf, Wiesbaden and Vienna. The idea behind it is to keep customers from the Dentsu Aegis Network up to date on current mobile trends and case studies and to network with each other.

The day was opened by Herbert Pratter, Digital Chief Officer of Dentsu Aegis Network, who stood in for the CEO of Dentsu Aegis Network Switzerland, Thomas Spiegel, at short notice. He described mobile as the Swiss army knife of communication and gave a brief overview of mobile usage figures in Switzerland. There are currently 3.8 million smartphone users.

The presentations covered a wide range of topics. Harald Winkelhofer, CEO of IQ mobile and President of the Mobile Marketing Association Austria, presented the use of mobile marketing for customer loyalty at Ikea. From the Ikea Family App to a mobile website and mobile-optimized newsletters, the company in Switzerland is doing everything it can to reach its customers on their cell phones and tablets. The latest trend in retail is beacons, which accompany customers through the store and provide them with useful information such as news about special offers. This service is already available in Austria at the Ikea store in Graz.

Francois Roloff, Managing Director of Madvertise Media, spoke about interaction and branding and demonstrated successful mobile advertising campaigns. The audience also learned that banner ads, interstitials, video and native ads are among the most popular mobile advertising formats and that spending on mobile advertising will continue to rise worldwide. It is expected to reach 94.91 billion US dollars by 2018.

To conclude, Oliver Schönfeld, Marketing Director Clear Channel Schweiz AG and member of the Executive Board, explained the new role of out-of-home (OOH) in the mobile age. Out-of-home advertising is no longer the old paper and paste medium. According to Schönfeld, OOH is currently experiencing a renaissance and is increasingly developing into an engagement and interaction medium. 40 percent of urban consumers have already searched for information online as a result of an OOH campaign. 78 percent of mobile search queries for a local business have resulted in a purchase.

"Switzerland is one of the top markets in Europe in terms of mobile use. We also noticed this in the audience. The 1st Mobile Day in Zurich was characterized by many interested questions and committed networking and we are already looking forward to the next one!", said Harald Winkelhofer, initiator of the Mobile Day event series, enthusiastically.