The influence of the user experience (UX) on the position of a keyword in the search results should not be underestimated. One more reason to place the user experience at the center of website development. Website owners who think that search engine optimization is done with checking off the requirements of the search engines (Google guidelines for webmasters) as well as the checklists (SEO cheat sheets) are misinformed. With this work, they have only ensured that the search engines do not cause any problems when indexing the site.

For good positions in the search results, especially under contested search terms, more is needed; above all, satisfied users who linger on the site for a long time after calling it up, go into depth and carry out an interaction. High bounce rates and short visit times are a clear indication of a poor user experience for Google & Co. and thus the signal to deny such a site the good positions in the search results.

How can a user experience be designed that appeals to the user, wins his trust and convinces him? First and foremost, it is important to anticipate what information (content) the user expects when he comes to the website (via the search results) in order to develop content and form:

- Can the information be prepared in a way that makes it unique and relevant?

- Can users be provided with information and content that they can't find anywhere else?

Since search engines want to provide users with the best possible results for their query, they value unique relevant information. Relevant information is only created by addressing user needs and expectations as part of the website development process. The findings flow into the information architecture and content of the website. Finally, when developing the texts, an in-depth understanding of the expectations of the various user groups is essential.

Since the search engines are still responsible for a high proportion of visitor traffic, it pays to be sustainably visible under important search terms. Since search engines value what users value, they reward efforts with good positions in search results.

Further information:

Google Webmaster Guidelines
Requirements for good content

This article already appeared in Werbewoche 23/2015. Trial subscription?

Marketing managers will therefore focus even more on online and mobile advertising in 2016. "In order to strengthen brand perception and appeal to new target groups, companies will have to develop even more targeted creative content in the future. As mobile devices are increasingly influencing consumers' media and consumer behavior, marketing decision-makers will have to devote more resources to adapting advertising to the requirements of smartphones and tablets," says Bernd Büchner, Managing Director of Millward Brown in Germany, Austria and Switzerland.

Millward Brown has identified a total of seven digital and media trends for 2016:

Content marketing continues to gain ground: More and more companies are becoming content developers in 2016. With the help of content marketing, brands can engage with consumers in real time and improve brand perception or acquire new customers. To be successful, however, the content developed must be creative, authentic and, last but not least, tangible. In the age of ad blockers and broad targeting in traditional media, content marketing could become the holy grail of the communications industry - as long as the results are matched by an ROI.

Customer Journey 2.0: Consistent brand management across all touchpoints: Marketers need to rethink the customer journey if they want to drive brand growth while meeting sales targets. As digital technologies and platforms have changed consumer behavior and entire business practices, successful marketing decision-makers in 2016 are abandoning silo thinking and bringing media and sales teams together. As a result, detailed consumer journey paths can be developed that show the path from initial brand or product awareness to purchase. However, in order to generate sustainable growth, consistent brand management must take place across all touchpoints.

Online and mobile dominate the media mix: The "one size fits all" principle has become obsolete in media planning. In addition, online and mobile are not just two additional channels, but are independent media formats that require specific content and involve different levels of activation. Accordingly, there is media content that is well suited to attracting attention to a brand or product, while other formats promote sales. Marketers therefore need to differentiate between how and where consumers consume content - not between platforms and technologies. The optimal media mix today consists not only of TV and radio, out-of-home, print, online and mobile, but also includes online video content, news and information sites, content hubs, social media, gaming elements and online commerce.

Online video advertising is the fastest-growing advertising format: Due to increasing video consumption on mobile devices, online videos remain the fastest-growing advertising format. Research by Millward Brown shows that online ads are a cost-effective way to increase a brand's reach and effectiveness beyond TV advertising. The majority of online video traffic in 2016 will be mobile - which will lead to a change in advertising video formats and corresponding business models, for example in the area of new billing modalities: marketers can choose between cost-per-impression (CPM), cost-per-view (CPV) and cost-per-completed-view (CPCV). As the majority of consumers reject non-skippable videos, marketers should already include digital formats in the creation phase and make them usable across all screens - otherwise advertising spend will be wasted unnecessarily.

Above all, mobile advertising must be effective: As consumers spend a considerable amount of time on mobile devices every day, mobile advertising remains a popular advertising tool. Marketers will therefore continue to spend a high proportion of their advertising spend on it in 2016. Although mobile advertising content is an effective means of reaching customers, there are also challenges in terms of acceptance and creativity. As in the online sector, marketing managers need to incorporate their mobile plans into the creative development process as early as possible.

Networked television will not replace traditional TV commercials for the time being: Internet-enabled televisions are permanently changing TV usage behavior and the way consumers consume commercials. Among other things, they open the door to on-demand content and thus to ad-free platforms. At the same time, personalized advertising reduces wastage by directing advertising content to the right target group and allowing smaller local brands to use television as an advertising medium. In 2016, smart TVs do not yet pose an immediate threat to traditional advertising formats. In the medium term, however, there will be a turning point that will have a major impact on the future of television advertising.

Header bidding is driving change in programmatic advertising: Header bidding continues to gain in importance in 2016 - and thus contributes to an improvement in programmatic advertising. Media buyers in particular benefit from header bidding, as the process is more transparent and they are shown both the placement and target group of the website before placing a bid. But publishers also benefit from header bidding: they have more control over their advertising inventory and can generate more revenue. Nevertheless, marketers are faced with the challenge of finding the right balance and formula for success in the allocation of ad tags when it comes to viewability in programmatic advertising. In addition to a great deal of effort, this also requires effective cooperation between the companies involved.

"Advertising campaigns can now be increasingly tailored to specific target groups. Thanks to technologies such as connected TV or content marketing strategies, marketers will be able to deliver appealing content to the relevant targets and reach them in a creative and effective way," says Büchner.

A detailed overview of digital and media trends for 2016 is available on the Website from Millward Brown is available for download.

Martin Hoffmann from the European Center for Press and Media Freedom said this on Wednesday before the Culture Committee of the German Bundestag. The massive increase in attacks has been recorded since the emergence of right-wing populist movements such as Pegida. With 30 of the 49 cases, Saxony is clearly particularly affected. The editor-in-chief of Mitteldeutscher Rundfunk, Stefan Raue, said that the Pegida movement was invoking a kind of intellectual civil war with accusations such as "lying press". "We media must not accept this declaration of war," he said. Britta Hilpert, head of the ZDF regional studio in Brandenburg, also warned against fear and intimidation. "Thank God we live in a country with media freedom. But we are at the beginning of a development that I would like to see come to an end now." The German Journalists' Association (DJV) launched the blog on Wednesday Eyewitnesses.infoin which reports of right-wing extremist attacks on reporters are to be collected and documented. However, many colleagues are now afraid to report on incidents, said DJV national head Frank Überall in the committee. "The inhibition threshold for violence against journalists has objectively fallen dramatically." (SDA)

For the third time, the University of St. Gallen's Customer Insights Research Center, on behalf of Leading Swiss Agencies and in collaboration with the Swiss Association of Advertisers (SWA), wrote to over 1,700 communications managers and asked them about their expectations for the current year. 110 managers, representing a response rate of 6.4 percent, responded. Due to the high industry diversity and expertise of the participants, a high generalizability and quality of the data can be assumed, according to the statement.

Despite subdued expectations for the Swiss economy in the next one to two years, clients assess their sales and profit developments positively

Despite the strong Swiss franc and the difficult competitive situation, the majority of companies are in a good position and are confident about 2016. 54 percent of respondents expect a slight increase in sales and 39 percent a similar increase in profits.

The biggest challenge in communication is still the complexity of the communication channels

The complexity and targeted use of communication channels are still a problem for around 60 percent of advertisers: How can I coordinate it all? How can I reach my target audience most effectively? Keeping pace with technical developments, defying the strong Swiss franc and the indifference of customers are seen by over 50 percent of respondents as the biggest challenge for 2016.

More than 50 percent of media funds invested in classic channels in 2015

According to advertisers, 24 percent of total media investment last year went to print media, 16 percent to TV, 9 percent to outdoor and 1 percent to cinema. Despite the trend toward digital media, 52 percent of media investments still went to traditional channels. Digital media continues to grow, with 35 percent of media dollars (including owned websites) invested in digital media. Most was invested in online advertising at 11 percent, search engine 6 percent, social media 5 percent and email marketing 4 percent.

No budget cuts for 2016

For 75 percent of respondents, the communications and media budget is not subject to any cuts in 2016. Around half of the clients report no change and just under a quarter of respondents even forecast an increase in their media budgets.
 

According to the press release, he has 25 years of experience in the field of marketing/communication. His areas of expertise also include consulting and coaching both national and international managers to optimize management effectiveness. Rolando Zahner works according to the Malik Management philosophy.

Lürzers Archiv presents creatively outstanding campaigns from all over the world and enjoys a high reputation in many countries. Ruf Lanz is accordingly pleased that the Sibler campaign "Must haves for the household" by Lürzers Archiv, which was only launched in December, has already been chosen as "Print Ad of the week", as the agency writes in a statement. In the campaign, elegantly dressed ladies and gentlemen present teapots, cheese graters or fondue sets as stylishly as must-haves from the fashion sector (Werbewoche and  Werbewoche.ch reported).
 

The blonde beauty succeeds the walking muscleman Terry Crews, who gave us many wonderful hours. For example this or this. The Legendary Man was also created by Wieden + Kennedy Portland. You would probably have guessed that even if you hadn't known. Because once again the verdict is: awesome! In a positive sense. Thanks to Old Spice, the new protagonist - rid of the inhibiting sweat - knows no bounds. He smells legendary, he acts legendary. Without limits. He presents himself - played by "Paris je t'aime" actor Axel Kiener - bare-chested on a trained whale in front of the assembled press. And with one hand he hits tennis balls back out of the ball machine, with the other baseballs that the whale shoots out of the breathing hole.

If you are now in the mood for similar whale experiences: Click (on the desktop) between approx. 0:38 and 0:45 on the frame in the picture. Or directly on the link Legendarywhaletours.net. On the site you can not only book whale riding, but also find out that there is "Wifi on Board" and, commendably, a Myspace page. Another homage by Wieden + Kennedy to the Internet of days gone by (as with the great Mr. Wolfdog campaign - the page was unfortunately deleted, the videos can at least still be found via YouTube search).

In another commercial, Legendary Man chases speed records in "Blue Flame" style with a rocket car on the salt lake. Wow.

The launch of the #smelllegendary campaign is rounded off more than worthily by two simultaneously released "infomercials" with puffer Bob Giovanni. Wieden + Kennedy once again (and very clearly) demonstrates its love for past decades - that's fine by us. (hae)

Entrepreneurial, cultural and political diversity has made Switzerland great and strong, Lebrument said on Tuesday at the Epiphany meeting of the Swiss Media Association in Zurich. He addressed his words not only to representatives of the media industry, but also to members of the National Council and the Council of States. Publishers have long since become media entrepreneurs who have been working for years to bequeath a functioning media landscape to future generations. However, this requires the appropriate framework conditions. The planned joint venture between SRG, Swisscom and Ringier runs counter to this. If it were to come about, the largest advertising marketer in Switzerland would be created in one fell swoop. Other media companies would be severely disadvantaged. With a bundling of offers and personalized forms of advertising, the new alliance would have considerable advantages over all competitors - and this would be partly financed with fees. Lebrument was particularly fierce in his criticism of SRG. The cooperation of the three partners was the preliminary culmination of a strategy that had been developed from ambush. "The ambush has a system at SRG," Lebrument said. In recent years, the SRG has proven time and again that it does not want to find a consensus with private providers, despite the sound of bells and whistles.

Hard-hitting power expansion

On the surface, politicians and the people are led to believe that SRG only wants to do what private providers cannot. This thesis has long been disproved. SRG is all about the hard-core expansion of power. The publishers are not alone in this view. SP National Councilor Matthias Aebischer, who used to work for Swiss television himself, had also recently criticized this. Lebrument's criticism of SRG fell on the ears of SVP National Councilor and publisher Roger Köppel. In his speech, Köppel spoke of a regulatory neglect that had taken hold at SRG. Lebrument and Köppel assured that they did not want to weaken SRG. But publicly financed radio and television must limit itself to its core offering. Advertising revenue was not necessary for this.

Growing skepticism in parliament

Skepticism toward SRG is growing in parliament, the publisher president said. There is a growing realization that the privately financed media are in danger and must be supported in their fight against the SRG. Parliament does not want power clusters, he said. (SDA)

The specifications were ambitious, according to the press release: The concept, the wording and the recordings had to be created within eight days. The goal was to create a video about the acquisition of the largest mini company fleet ever sold, which on the one hand would serve as employee information and on the other hand would present Privera as an attractive employer.

Their partner, Mini Center Bern made the seemingly impossible possible and delivered 29 completely new and branded Minis within six weeks. Their video was part of a larger Facebook campaign. With the help of this campaign, Mini Center Bern was able to increase the number of interacting people by over 6000 percent, as well as the total reach by about 180 percent. With a budget in the low three-digit range, the company reached well over 25'000 potential and product-savvy customers.

Responsible at Privera: Jens Nyffenegger (Purchasing Manager). Responsible at Mini Center Bern: Nicole Platz (Marketing Manager). Responsible at Admire: Oliver Hofer (project management, concept, text), Boris Aebi (music), Claudio Maestretti & Dominic Beyeler (Airmotion).

The ranking of time-shifted TV consumption is led by 15- to 29-year-olds in German-speaking Switzerland, with a share of 18 percent of total usage.

More and more people in Switzerland are taking advantage of the option to consume TV programs time-shifted (pause, replay, recordings). The Mediapulse TV panel records time-shifted use up to seven days after the original broadcast. On average and across all parts of the country, the proportion of time-shifted TV usage in the second half of 2015 was over 11 percent. The frontrunner in all language regions was the target group of 15 to 29 year olds, where the share was well over 17% (German-speaking Switzerland 18%, Suisse Romande and Svizzera italiana 17%).

The usage data for the second half of 2015 (July 1 - December 31, 2015) show remarkably high figures, despite the heat months in July and August. In German-speaking Switzerland, 63 percent of all people tuned in to a TV program on a daily average. The average time spent using the medium was 119 minutes per person. In Suisse Romande, the figure was 65 percent, with a daily TV consumption of 142 minutes per person. Svizzera Italiana proved to be somewhat resistant to the heat. As often in the past, the population from Ticino and the Italian-speaking valleys of the Grisons proved to have an above-average affinity for TV: The reach of the medium TV was 72 percent, and the viewing time per person was 161 minutes.

Image: Swisscom/Screenshot Youtube

However, the New Year's Eve edition with audience favorites and stars of the industry has shown that the format has potential in this slot, as SRF writes in a press release on Tuesday. The partner broadcasters have now agreed to present a joint show to their audiences on New Year's Eve this year and next, building on their previous experience. Details will be announced in the second half of 2016. The regular editions of the "Stadlshow" will not be continued.

Christoph Gebel, Head of the Entertainment Department: "We support the decision to discontinue the "Stadlshow" in this form as partners. The successes in the three countries were different. In Switzerland, the show worked, as the 34.4 percent rating on New Year's Eve showed. We are therefore all the more pleased to be producing a major musical New Year's Eve show together on New Year's Eve 2016 in a similar setting to last time."