Customer orders have doubled in just two years. According to the press release, well-known representatives of the insurance and pharmaceutical industries in particular benefit from the written summaries of media articles in the desired target language. In addition, Argus has never before received so many requests for translations into Chinese.
Overall, the order volume in the area of language services at Argus has tripled over the past five years. A clear trend is emerging: the number of management summaries in the area of language services has increased by around 100 percent in the last two years, from 8,500 in 2013 to 17,000 in 2015. This success is due not least to orders from major clients in the insurance and pharmaceutical industries. The media articles prepared by Argus are summarized in the desired language in a management summary. This provides a quick overview of current media coverage relevant to the company in question.
At the same time, never before in the ten-year history of Argus Language Services have so many requests for Chinese translations been registered. Russian and Dutch translations have also been growing significantly for some time. To date, around half of all translation and proofreading orders involve the language combinations German/English into French, followed by translations into English (30 percent) and Italian (15 percent). Increasingly, companies are requesting translations within just a few hours, sometimes overnight or over the weekend.
In his work for Publicitas in recent years, he was responsible for the Magazine, Classified, Cinema and TV divisions and represented the interests of Publicitas in industry associations and organizations, e.g. as a member of the Board of Directors of Wemf or on the Executive Committee of the Swiss Advertising Association. Now that the reorganization of Publicitas following the takeover by Aurelius has been completed and the cinema division and the TV marketing business have been sold, Moreno Cavaliere is leaving Publicitas by mutual agreement at the end of December 2015.
Moreno Cavaliere, Director Sales & Marketing : "I am very pleased that after seven difficult years we have succeeded in bringing the company back into the profitable zone and that I have been able to help shape this process. However, it is now time to take on a new challenge." Information about his successor will be provided in due course. Christoph Marty, CEO, in a statement said, "My thanks go to Moreno Cavaliere for his longstanding and always dedicated commitment to Publicitas. During the reorganization phase, he was a loyal, committed sparring partner for me personally and an important pillar in the company."
In a broad-based awareness campaign, Havas Worldwide asked the question "How are you?" in 2014. Commissioned by the Swiss Pro Mente Sana Foundation and the Health Department of the Canton of Zurich - in collaboration with the cantons of Aargau, Bern, Graubünden, Lucerne, Schwyz, Solothurn and Thurgau - the aim was to make mental illness a topic of conversation.
The campaign has been continuing since October 10 with a focus on the topic of work. Just in time for Mental Health Day, new subjects show discussion situations in the professional environment. Supposed taboos such as burnout or sleep disorders are openly addressed - with the aim of reducing inhibitions and encouraging people to offer and seek help. A specially produced brochure and the web portal How-do-you.ch offer conversation tips and practical support.
Responsible at Pro Mente Sana and Health Promotion Canton Zurich: Marcel Wisler (pro mente sana), Annett Niklaus (Health Promotion Canton Zurich). Responsible at Havas Worldwide Zurich: Frank Bodin (overall responsibility), Peter Schäfer (strategy), Folker Wrage, Michael Kathe (creative direction), Denise Frech (art direction), Claude Schweizer, Davide Schenker (graphics), Mathias Bart (text), Caroline Ronzani, Nuria Büchi (consulting), Wolfgang Kunz (consulting digital), Cara-Anne Specker (art buying).
Intelligent vehicles that are connected to the internet and thus prevent accidents or regulate traffic light switching times are just one of many examples of the "Internet of Things". But there is much more to this technology and its implementation is becoming more diverse every day. At the heart of this is the collection of customer data. It is used for personalized and perfectly tailored customer communication and therefore offers companies enormous potential.
Although the term "Internet of Things" (IoT) has only recently begun to have a noticeable impact on the market, it is not a new phenomenon. It was introduced and coined by Kevin Ashton back in 1999. It refers not only to simple, internet-enabled devices such as smartphones or tablets, but also to everyday objects that offer added value for the user thanks to their connection to the internet. This added value takes the form of useful functions, additional information or easier operation.
There are various reasons why the Internet of Things is only now experiencing such a boom. Although the technology for IoT has been around for some time, it was accompanied by disproportionately high costs, especially in its early days. The lack of specialist knowledge also initially hampered development. Major brands, such as Apple with its Apple Watch, have also jumped on the bandwagon and strengthened the ongoing trend. For example, in a study conducted by IDC on the "Internet of Things in Germany 2015", 45% of respondents stated that they felt very familiar with the IoT concept (Infographic). According to Gartner, up to 25 billion devices worldwide will be connected to the Internet by 2020 and become a familiar part of our everyday lives (Source).
Digital analytics as the key to customers
The big attraction of IoT technology lies in the collection of customer data. It helps companies to understand their customers even better and respond to their everyday needs. This is made possible by digital analytics. The challenge here is a huge amount of information that not only needs to be collected, but - even more importantly - subsequently converted into usable data and processed so that it can ultimately be used in a targeted manner. Digital analytics not only provide product providers with important insights into the wishes, expectations and usage behavior of their customers, but also enable intensive and targeted customer contact. The collected data can be used to break completely new ground for service models. Data on the condition of devices and machines can also be recorded, offering the opportunity to optimize existing production lines. But what does this process look like in practice?
The Internet of Things on its way into everyday life
There are now many practical examples. For example, the insurance provider AXA offers new customers of its Modulango health insurance program a smart wristwatch that records the user's sporting activities. The data collected is used to identify particularly sporty customers, who are then given the opportunity to take advantage of preventive services with alternative medicine if they wish.
But even without constantly wearing IoT devices, there are ways to use this new technology. With iBeacon, Apple has designed a way to identify signals from a transmitter via an installed app for smartphones. For this purpose, small transmitters (beacons) are placed in certain locations, which emit these signals at regular intervals. The app records in real time which product groups and products the customer goes to and how much time they spend there. The evaluation of the data via digital analytics can then be used for further communication and customer loyalty measures. For example, visitors who have left the store without buying anything can be invited to visit the website a few days later via smartphone message to look around again and make a purchase. This technology is already in use in the USA, and the gradual integration of beacons in the retail sector is expected in Europe.
The Internet of Things may still be in its infancy today, but recent developments and the opportunities this technology offers show the enormous potential that companies can exploit. With tailor-made communication models, they can personalize their customer approach, provide targeted information for each individual customer and increase their sales in the process.
Mathieu Llorens joined AT Internet in 2000 and is now Managing Director. He is a professor at the University of Bordeaux. Llorens holds a doctorate in literature and a master's degree in information sciences with a specialization in online traffic measurement. He is a sought-after speaker on the subject of web analytics in business schools and at specialist conferences (Image: AT Internet).
AT Internet, an important provider in the field of digital analytics since 1995, helps companies to manage their online performance and presence on all digital marketing channels: Web, mobile, apps and social media. The digital analytics solution provides reliable, valid and comprehensive data for decision-making. AT Internet has placed agility at the heart of its innovation process in order to offer customers a 100% modular solution.
More and more people are turning away from the traditional information media in the press, radio and television and instead informing themselves via social media and the Internet, where, however, they mainly consume soft news and entertainment (Werbewoche.ch reported). The business of globalized media use is dominated by a few tech giants; Google and Facebook siphon off the lion's share of advertising revenue, which is lost to the traditional media. Some Swiss media companies continue to earn a lot of money, but in other business areas - which is why they are increasingly depriving editorial teams of the resources they need. Media publishers have so far failed to attract younger generations to informative media content and to overcome the free unculture, Syndicom said in a statement.
The Public and Society Research Institute also diagnoses that information media are becoming more susceptible to economic and political influence, which could be exemplified by the widely adopted fundamental criticism of SRG by right-wing conservative circles.
The six yearbooks published so far analyze a continuously declining quality of media content: The classification services of journalists suffer the most - due to the lack of financial, personnel and time resources in the editorial offices.
According to Syndicom, many of the findings in the yearbook are alarming and point to sore points that the industry should not ignore. Media professionals must take a closer look at the changes in their industry, the union demands: "They play a decisive role in society and democracy, which must not be further weakened, but finally strengthened again. The media professionals themselves must also emphatically demand that new resources for journalistic work be built up - both through an increase in the number of positions in the editorial offices and with regard to the working conditions of permanent and freelance employees.
It does the industry no good if the editorial teams join in the chorus of their employers, who stylize the SRG as an enemy image. The public service, which is provided by the public channels, especially in the area of information, needs their support. In doing so, they were not diminishing the function of the private media. But if some independent media companies could no longer finance their information tasks, it would be necessary to clarify under what conditions direct media subsidies could be introduced.
However, all partners retain their layout. The content is to be supplied by an editorial team from Fribourg. The journalists will be under the responsibility of La Liberté newspaper. The joint editorial team will be launched in the first quarter of 2016, the Saint-Paul group (publisher of La Liberté) and the ESH Médias group (publisher of the other titles) wrote in a joint statement on Tuesday. The collaboration increases the editorial resources dedicated to these topics. The joint pages reach about 400'000 readers in French-speaking Switzerland. In an initial reaction, the professional association Imprint expressed its "perplexity" about the merger. It was regrettable that in the course of this concentration, the diversity of the press in French-speaking Switzerland would decrease, it said in a media release. (SDA)
With its innovative Boost technology, Adidas is setting a new standard for energy recovery during running. By creating emotional experiences and a clear product focus, Statement has created a community that turns participants into ambassadors for the brand. The goal was to create a healthy foundation for an organically growing running community.
#boostzuerich focuses on young, hip opinion leaders in the city of Zurich, from which the Tribe was launched. Six hip bars put together their own running teams, consisting of employees and regulars. The goal of each of the six organized social runs was to get as many team members as possible to the starting line and score points. Combined with cozy after-run events in the respective bars and a spectacular closing event in the Anvil Ramp with a unique concert, the series of events became the talk of the town. The final relay in Zurich's Letzigrund Stadium was certainly another highlight.
Responsible at Adidas Sport: Beat Lerch (Senior Marketing Manager), Guido Mazzolani (Manager Brand Communication), Denise Brunschweiler (Sports Marketing Manager). Responsible at Statement: Philipp Brunner, Renato Auer, Roger Gebert and Andrea Barben (idea, concept, project management and realization), Case-Film: filmerei.ch (responsible: Sven Rufer, Thileeban Thanapalan and Veky Arnaut).
Prior to that, Bodo Kipper worked for Goindustry DoveBid, an industrial auction platform, from 2000 to 2008, most recently as Head of Continental Europe and member of the Executive Board. As CEO of the Ricardo Group, he will be responsible for the further expansion of the marketplace business. Christoph Brand, Head of Digital at Tamedia, in a statement said, "We are delighted that we have been able to win Bodo Kipper, a proven expert in the e-commerce and marketplace business, for the role as Ricardo CEO. We are convinced that he will further develop the Ricardo Group and provide new impetus for growth."
Bodo Kipper succeeds Christian Kunz, who, as already communicated, is handing over the operational management of the Ricardo Group at his own request and moving to the Board of Directors of Ricardo.ch. Christian Kunz joined the Ricardo Group in 2012 from Ebay International and has played a key role in the successful development of the group in recent years.
The focus should not be on the technical aspects, but on the person as they see themselves: as a beginner, connoisseur or expert. Addressing needs alone is nothing really new in this industry. The Zurich-based BSW agency Inhalt&Form wanted to visualize the different needs from the perspective of the target group and at the same time get to the heart of the combination concept of the offer. Each subject was created from a combination of three to four people, sometimes of both genders.
The national campaign is being played out on posters, in advertisements, online, on in-store TV and on the sales floors of melectronics, mobilezone and Swiss Post.
Responsible at Migros-Genossenschafts-Bund: Christoph Vogler (Head of Communication Specialty Stores), Michel Noverraz (Head of Communication melectronics), Eva-Maria Morton de Lachapelle (Project Management Communication), Patrick Marti (Division Manager melectronics), Thomas Forrer (Category Manager New Media); Philipp Marquard (Head of Media FMC), Simone Blaser (Project Management Media). Responsible at Wingo: Luca Donada (Head of Sales and Marketing), Franziska Imhof (Senior Marketing & Project Manager). Responsible for content&form: Serge Riedener (CD), Karin Estermann (Senior AD), Fabian Zahner (text/concept), Raymi Mendoza (graphics), Barbara Zingg, Manuela Marty (consulting), Oliver Nanzig (photography), Danielle Stutz (production), Felix Schregenberger (image processing).
Thomas Brunner, Professor of Consumer Sciences at the BFH, School of Agricultural, Forest and Food Sciences, opened the symposium with his presentation. Brunner's research deals, among other things, with the atmosphere in supermarkets. In a study, the satisfaction of customers was examined on the basis of the three supermarkets Denner, Migros and Globus.
The results are not surprising: customers at Globus are most satisfied with the atmosphere in the store. However, Migros and Denner also perform well - Denner even not significantly worse than Migros. The importance of the atmosphere is also far less important to a Denner customer's satisfaction than it is to a Globus customer. Brunner found that consumers go to different shopping stores with different expectations. "A Globus customer clearly expects a nice atmosphere, while a Denner customer primarily values good value for money," Brunner said.
Too much choice for hunters and gatherers?
Arnd Florack is of the opinion that man is still a hunter-gatherer. And this therefore also applies to consumers at the point of sale. With a few examples, the professor from the University of Vienna showed that the body simulates sensory experiences before they even take place. For Florack, it's clear that "seeing is almost like eating." He advises companies to adapt everything from packaging to colors to background music to this principle as far as possible. When it comes to in-store selection, one question arises: when is the choice too much for us hunter-gatherers and overwhelming? Claude Messner, Professor of Consumer Behavior, is trying to answer this question as part of his research at the University of Bern. He is investigating whether several decisions made in succession make us more satisfied than a single complex decision. His results so far show that for sophisticated decisions with many choices, multiple, smaller decision steps make people more satisfied than a single decision. He himself calls this the "Starbuck principle." Claude Messner said at the symposium that there are limitations if there is a clear preference, in which case a single decision is better.
From apple to wine
After the lunch break, Christine Brugger introduced the participants to the world of sensory descriptions, the so-called "sensory claims". Brugger has also been conducting international research in this area for several years, using apples as an example, among others. Brugger is of the opinion that a lot could still be done at the point of sale for apples, so that customers can get to know the wide range of apples according to their preferences and select the varieties that appeal to them.
After the apples, the symposium participants learned more about wine. Wine is the big topic of Ruth Fleuchaus, professor at Heilbronn University. Fleuchaus assumes that only about three percent of all wine drinkers are real wine connoisseurs. Thus, the majority of wine drinkers are dependent on support. The professor also found that the retail trade could still do a lot to support the consumers when buying wine.
How Coop leads and seduces
At the end of the symposium, Coop presented the seductions at the point of sale. Bruno Maeder, who is responsible for category management in the Bern sales region, and Rea Flückiger showed how retailers guide and seduce consumers through the shopping process: With samplings and tastings, large retailers succeed in influencing decisions at the point of sale. As a result, the contents of the shopping bag often no longer correspond to what was on the shopping list - if one was prepared at all.
Stimulated by many surprising findings and insights, including about their own behavior at the point of sale, the participants will certainly recognize one or the other behavioral pattern in themselves the next time they go shopping - or see through a seduction trick of the supplier.
