The rapid development of new technologies, the triumph of social media platforms and the rise of mobile applications are increasingly leading to information overload among consumers. What at first glance sounds like unlimited possibilities for optimal decision-making can in fact trigger uncertainty and decision inhibitions. This is what Prof. Bruhn & Partner writes in a press release on the current study, which the agency conducted in cooperation with the Link Institute. The study is intended to provide new information on social media use in Switzerland. In the online survey, in which 1,002 people participated, the information behavior on the Internet, the influence on purchase decisions as well as the credibility and relevance of Internet sources were examined.

First of all, the study shows that the Internet is actively used by the majority of Swiss people to search for information about products, brands and companies and to influence purchasing decisions: more than a third of Swiss people frequently use the Internet to search for product-related information and an equally large proportion are frequently influenced by information and posts on the Internet when making purchasing decisions. However, not every online channel is of equal importance. The relevance of an Internet source is strongly dependent on the user's search intention and prior knowledge. If the search on the Internet takes place without a topic-specific background, search engines, wikis and video platforms achieve the highest reach among the population. In the case of targeted searches for products, companies and brands, on the other hand, company websites and price comparison websites occupy the top ranks. Only in the case of search engines is there no difference: they rank first in both specific and general searches and serve as entry portals.

The analysis of frequency of use also revealed differences. Search engines, social networks and news portals are used regularly, while online diaries, rating portals and price comparisons are used only rarely. If the reach is combined with the frequency of use of these Internet sources, it becomes apparent that search engines, social networks and wikis are the most effective mass media, while blogs, Twitter and forums are merely supporting niche instruments (see figure 1).

Success lies in the online and offline mix

In addition to the high importance of online channels for information procurement, however, the study also makes clear that in most cases they are used merely as a complementary source of information (see figure 2). The decision about the "optimal" information mix is therefore not an "either/or" decision between online and offline, but the combination is decisive.

Is it worth it to build an online referral marketing business?

In connection with the relevance of Internet sources for the purchase decision process, it is often discussed that only a very small proportion of people actively express themselves on the Internet. The question arises as to whether the few users who express their opinions online actually exert an influence on other users. Or are these just individual opinions that are not representative? The study provides the following information: According to the study, only a few people are active themselves by writing comments and ratings. (The focus of ratings is on travel and durable goods such as cars and electronics). On the other hand, almost 70 percent of the Swiss population read the comments and ratings of third parties frequently or from time to time and are thus available as an audience (see figure 3). In addition, more than half of the users state that these comments and ratings correspond to their personal experiences and thus have a high level of credibility (see figure 4). Accordingly, the majority of users are influenced in their purchasing decisions by the contributions of a small group of active people, who in this way represent a high value for recommendation marketing: The majority of them are classified as credible and can thus act as active decision drivers in the purchasing process.
 

The launch will take place from July in the NZZ's print and online media.

Responsible at Ebalance.ch/shop: Ruth Ellenberger (Management), Karin Ammann (Marketing). Responsible for the creation: Valentina Herrmann (Concept / Art Direction), Wolfram Scherer (Concept / Text), Reto Zollinger (Art Direction).
 

The new platform went online on July 2, 2012. It is equipped with a paywall concept. This is intended to put the quality journalism of the HR Today brand on a sustainable footing, the agency said in a statement on Thursday. The Website is available in German and French. It was developed by Goldbach Interactive in close collaboration with HR Today and Studer Guldin (graphics).

Weltwoche author Alex Baur wrote an article about whistleblowers in connection with the Hildebrand affair. In a short paragraph, he takes up the case of Rudolf Elmer, a former employee of Bank Julius Baer in the Cayman Islands who became known as a whistleblower and Wikileaks informant. He describes Rudolf Elmer as a data thief and writes that Elmer tried to blackmail Bank Julius Baer with this data.

The Press Council considers the terms "thief" and "blackmailer" to be barely admissible in this specific case, as they are not used in their legal but in their colloquial meaning. On the other hand, Weltwoche does not point out that the proceedings against Elmer are still ongoing and that he continues to deny the accusations made against him. The Press Council considers this omission to be a violation of point 3 of the "Declaration of Duties and Rights of Journalists" with regard to hearings in the event of serious allegations. It is true that the allegations are not new and a hearing was therefore not mandatory. However, Weltwoche should at least have mentioned Elmer's denial.

 

The reason for the tender: BSU is leaving the Clientis banking association at the end of 2012 and is once again going its own way completely independently. Market research and industry analysis with industry research, expert interviews, copy tests and a target group survey were already carried out for the pitch, according to a statement from the agency. This know-how is now being incorporated one-to-one into the development of the new CI/CD, including all applications.

In cooperation with the BSU management, the agency is now implementing the bank's entire new image - from the naming and logo to the design of the Maestro card, all business stationery, brochures and the website, right through to the corporate architecture of the three branches.
 

In order to better market the locational advantages of Eastern Switzerland internationally, the cantons of St. Gallen, Thurgau, Appenzell Ausserrhoden and Appenzell Innerrhoden have been working together since the beginning of 2012 as the St. Gallen Lake Constance Area (SGBA), as the agency writes in a press release. Rembrand has realized the visual appearance for this. The claim "more for less" was developed as the central brand message. It is condensed into concrete arguments for the SGBA, for example with "120% Switzerland at 80% of the cost".

Responsible at St. Gallen Bodensee Area: Project group. Responsible at Rembrand: Andreas Felder (concept, consulting), Jörg Stöckigt (Senior AD), Krizia Frei and Karin Brunner (graphics), Vanessa Niederer (composings). Website realization: Namics, Andreas Gerig (Senior Project Manager).

 

Anyone who sends in a copy of their school report with an unsatisfactory grade in general knowledge will receive a ZVV vacation pass. The reason given by the ZVV for this campaign, which is not exactly performance-oriented, is that it allows general knowledge to be refreshed in a fun way during the summer vacations thanks to over 60 offers such as museum or zoo admissions. 500 pupils will benefit from the ZVV campaign. After all, the copies of school reports sent in will be treated confidentially and destroyed after the campaign, as a ZVV spokesperson emphasized when asked by SDA.

The Holiday Pass offers schoolchildren aged between 6 and 16 free travel by bus, train, streetcar, boat and mountain railroad throughout the ZVV area for five weeks. In addition, there are free admissions and discounts at over 60 excursion destinations such as Zurich Zoo, Alpamare, Technorama, Vapiano and Atzmännig for a varied vacation. Makes you want to be a student again - with unsatisfactory grades.

 

The registered shares of the real estate company have been traded on the Six Swiss Exchange since July 2, 2012. Schneiter Meier was responsible for the brand strategy consulting, the new positioning and the naming. The agency also developed the new market presence and implemented it in around 6 months.
 

Oli Dischoe was with the adult-oriented station Radio 1 from its launch in the spring of 2008 until 2010. In 2010, he moved to Radio 24 as an editor, and he is now returning to the premium station Radio 1. Oli Dischoe on his return to Radio 1: «I’m excited to be able to deliver top-notch journalism alongside a highly professional team.» 

Effective August 1, the Radio 1 editorial team will also be further strengthened by the addition of Madeleine Weiss. Madeleine Weiss learned the ropes of radio at Radio 24, went on to work at DRS 3, and most recently served as a trainer at the youth station Kanal K.
 

The agency is to ensure that the tire retailer stays in regular dialog with the online community with squealing posts and attractive contests. To kick things off, Joe is offering the chance to win four new car tires worth 1,000 Swiss francs. The coolest cowboy wins.

Responsible at Pneu Joe: Joe (boss), Mathias Schmidt (managing director). Responsible at Futurecom (Y&R Group): Daniel Bieri (CD), Dieter Boller (text/concept), Silke Heinzelmann (AD), Julia Miller (graphics), Roberto Eichin (programming), Rabea Müller (consulting).
 

The logo takes the elements of a note and vinyl records, which form a harmonious symbiosis. The imagery was deliberately shot in the style of a fashion editorial, according to the agency. In this way it is to be able to exist beside the many other parties from the look.
 

To introduce this new «Away Color» to the fans, Hesskisssuzersutter—FCZ’s long-standing agency—has developed a campaign. Heliane Canepa, the red-haired wife of the president and an FCZ icon, presents the new red jersey against a red background. And, of course, the typography and logo are red as well.

The new red jerseys are expected to be available starting with the first home game at the FCZ Fan Shop and the FCZ Online Shop.

Responsible at Hesskisssulzersutter: Tamás Kiss (Creative Director), Torsten Schallmaier (Copywriter), Manuel Bächler (Art Director), Denise Paluselli, and Lars Bo Müller (Consultants). Photo: Jonathan Heyer. Responsible at FCZ: Ancillo Canepa (President), Christian Müller (Head of Marketing).