The magazine has a circulation of 38'000 copies and will reach 72'000 readers in the Biel, Seeland and Bernese Jura regions, according to the statement. The publishing magazine appears nine times a year and contains both changing key topics and recurring sections. With its special XXL format on bright white preprint paper in newsprint, the new magazine is intended to provide an attractive vessel for readers and advertisers.

A magazine is like an open window with a view of inspiring topics such as food, education, travel, fashion and sports. The Extra makers want to surprise their audience with pictures and texts about the beautiful sides of life. In this way, they also want to achieve a high affinity with the younger readership. Integrated into the new magazine are the previous, mono-thematic newspaper supplements Energy, Building & Living, Economy & Business Cycle, and the seasonal topics.

The layout was created by Inédit Publications SA in Lausanne, a company specializing in magazine journalism. It emphasizes an appealing presentation, generous images and a clear structuring of the content. The current issue includes, among others, the focus on spring with the topics "Urban Gardening is more than a buzzword", "Aquariums are a world in miniature", "Hiking is fun even without GPS". The well-known Biel chef Philippe Berthoud presents his personal hamburger recipe in his permanent extra section. Berthoud also takes up menu suggestions and cooking problems from readers.

Reto Bertschi, a technology specialist from the canton of Zeeland, writes about smartwatches in his blog. In the "Fashion + Style" section, the young Biel fashion label Ramò is presented. On the "Nature + Environment" page, experts reveal how to get help with a home renovation. An overview of the open-air season in Seeland and a natural history walk through Neuchâtel round off the first issue. Extra can also be read free of charge on the websites of the two daily newspapers.

The title of a theater performance was changed because the word Jew was considered too provocative. The guest performance of a French-speaking Swiss troupe in Paris could not take place: for fear of the Islamists. A Muslim artist had to withdraw from an exhibition under pressure from the president of the municipality: her installation with women's shoes on prayer rugs was dangerous. At the end of February, Stéphane Grimaldi, the director of the World War Memorial in Caen, announced on Twitter that he would not be holding the "Rencontres internationales du dessin de presse".
 
In previous years, twenty to forty draftsmen, illustrators, cartoonists had participated in this meeting, which is held in partnership with the association "Cartooning for Peace". After the Copenhagen attacks, several of the invited participants from France and abroad had contacted Grimaldi quite worried. It would be irresponsible, he justified his cancellation, to put the students and visitors, guests and employees of the Memorial in danger. The Internet portal with the announcement was hacked several times by pirates posing as Tunisian Islamists.
 
The edition had reached a circulation of more than seven million after the attacks. Previously, "Charlie Hebdo" sold 22,000 copies every week, and in November the editorial team had called on readers to make donations. 2.5 million issues were delivered for the comeback at the end of February, and 200,000 were sent to new subscribers. In the meantime, demand has fallen by almost the same amount.
 
It was difficult for Riss, who had to replace the shot Charb as editor, to attract new cartoonists. The genre has suffered from the press crisis and is hardly cultivated by daily newspapers. "They asked if they had to attend editorial conferences or if they could publish under a pseudonym," Riss says, summing up his experience: "All of them who implore us to keep going at all costs leave us pretty much alone on the front lines."
 
The new issues are surprisingly good. However, the "irresponsible editorial team," as it calls itself in the masthead, has not yet found its way back to its old lust for provocation. In an editorial, Riss compares the situation of his paper to the bull in the arena: He is cheered and cheered - until he collapses dead. More threatening than the internal disputes over content is the newly flared-up dispute over money. In 2008, a solidarity issue with Muhammad cartoons had brought in a million; the two directors (300,000 euros each) practically divided it between themselves and two other shareholders; the chronically underpaid editors learned about it from "Le Monde."
 
More than ten million poured into the coffers in recent weeks. "They are a nightmare, they can kill us," fears Patrick Pelloux, who writes a column, "They arouse covetousness. " The new distribution of shares has not yet been made. Pelloux and the majority of employees want to form a cooperative. Like no other, Pelloux has protested against the abandonment of the cartoonists' meeting in Caen - with success: it is to take place again in October after all.  
 
Jürg Altwegg is correspondent of the Frankfurter Allgemeine Zeitung in Geneva.
 

Syndicom writes that it is still the print sector that generates the lion's share of profits (more than two-thirds), thus financing Tamedia's digital growth and lining the pockets of shareholders. The union does not criticize the digital commitment of the media house, but that the profits are not invested in the staff, the improvement of the quality of work and the journalistic quality. Thus, the seven members of the management board had their total remuneration increased by more than 30 percent to 8.2 million and the shareholders' dividend by 12.5 percent, while for the 3,400 employees, who had earned the profit, an adequate wage increase of 6.6 million francs "profit sharing" would once again fall by the wayside. In addition, the closure of the Ziegler printing plant, which cost around 100 jobs, was "unnecessary and scandalous" in view of these profits.

The journalists' association Imprint also shows no understanding for profits in the millions in a fiscal year in which journalists were laid off for economic reasons. It is a "show of a lack of social responsibility". Furthermore, as the largest private media company, Tamedia also has a journalistic responsibility to society, warns Impressum. Tamedia cannot fulfill this responsibility with "measures to increase efficiency," which in plain language often means job cuts in editorial departments.

"With its 2014 figures, Tamedia shows once again that the crisis in journalistic media is also homemade," says Urs Thalmann, Managing Director of Imprint. "With the proposed segmentation of the business areas from 2015, Tamedia confirms that it does not want to finance journalism, whether printed or digital, with the revenue from the digital classifieds market in the future either. At the same time, Tamedia is buying these platforms out of print profits!"

And: "Tamedia itself is responsible for the declining print advertising market by competing with its journalistic products with pure advertising platforms. Imprint therefore demands that Tamedia return to the financial coupling of journalism and advertising revenues - both digital and print." (hae/pd)

On the subject: Tamedia: Sales growth thanks to digital revenues

 

The theory is doing the rounds that semantic search is leading to the death of the keyword. Will previous SEO efforts become obsolete and will search engine traffic collapse? The transformation of search engines into semantic search engines is irrevocable. They want to understand the meaning and purpose of a search query in order to deliver meaningful, relevant results that do not necessarily contain the terms (keywords) of the search query. What are the consequences of the search engines' focus on search engine optimization? Don't worry, the tried and tested SEO measures that have already been implemented will continue to work, they just need to be adapted to the requirements of semantic SEO: The classic single keyword such as "washing machine", which is dealt with on one page of the website, is a thing of the past. In order to meet the requirements of semantic search, the website operator must understand the needs of search engine users and record them in a keyword set.

The semantic keyword set is based on terms that the search engines already know. Google publishes these in the search window and in the Keyword Planner. When searching for "washing machine", Google provides semantic keyword alternatives such as "washing machine test" or "washing machine test winner". The Keyword Planner expands the set with terms such as "small washing machine ", "washing machine dryer combo". When evaluating semantic terms, you shouldn't just rely on Google. With experience and inspiration, you can identify the needs of buyers that influence their search behavior. For example: "environmentally friendly washing machine", "washing machine for allergy sufferers", "top loader or front loader", "washing heavily soiled work clothes". If these thematically related keywords are included in the website content, there is a real chance of appealing to potential customers at the start of their evaluation process. For the final decision-making process, the customer uses completely different keyword combinations that belong in the set: "test winner washing machine for allergy sufferers ", "test environmentally friendly washing machines ", "buy cheap small washing machine", "advantage top loader washing machine", "testimonials washing machine dryer combo". The semantic keyword research set can be used to create topics for content development that correspond to the aspects of the evaluation and decision phase:

- What should I bear in mind when buying an environmentally friendly washing machine?
- Which washing machines are suitable for single households?
- What is the difference between front-loading and top-loading washing machines?
- Are washing machines with a built-in tumble dryer more susceptible to faults?
- What do dog and cat owners need to consider when buying a washing machine?

These topics are used to develop the website content, which focuses on the relevant keywords from the set. The content is based on customer needs and thus fulfills the requirements of semantic search.

Imre Sinka
 

This is the third time they’ve given her the same perfume, even though the first bottle is still half full. After all, she did say she liked the scent. Women are good at this: They’re constantly asking their husbands what they’re thinking—even though he rarely thinks anything. They quickly call to wish him a nice evening, even though he’s already partying with the guys at the stadium. And they invite a friend over for coffee because it’s always so much more fun that way.

From now on, stick to your computer. It really does know what people want: A study published in the multidisciplinary scientific journal PNAS shows that computers can assess a person’s personality and needs better than even their closest friends or family members. And it’s all based on Facebook “Likes.” The more “Likes” someone gives on Facebook, the better the computer can identify that person’s needs. How surprising. In the future, it might help to open your mind, heart, and ears when interacting with others. Or your mouth, too. I like! afh
 

In an anonymous launch phase, slogans such as "Second ponies for all!" and "Introduce a minimum bag allowance!" were put up on posters and banners throughout Switzerland. The messages, which formally strongly resemble the demands of genuine political initiatives, are also provided with the URL Kinderinitiative.ch.

This leads to the heart of the campaign: a video in which Swiss children play the pitiable victim because they don't have the latest smartphone, their dress is the wrong color or because they have to eat broccoli instead of caviar. A pathetic narrator also tells us about the immeasurable suffering of the children under these unacceptable circumstances. When he finally calls on us to do something about it, the children interrupt him with their laughter and the real message - namely to help and support children in real need together with World Vision Switzerland.

The campaign is also flanked by street promotions, ambient media measures as well as stickers, adhesive tattoos and cloth bags with the irritating claims that can be found on the landing page Children's initiative.ch free of charge and then take it out into the world as an ambassador.

Responsible at World Vision Switzerland: Reto Engi (Marketing Director), Sebastian Bahner (Head of Marketing & Campaigns), Tanja Kulkies (Campaigns Project Manager). Responsible at Scholz & Friends Switzerland: Roger Dobmann, Sabine Maja Bremermann, Wim Lanz, Avsar Yldiz, Manuela Miksa, Dan Nessler, Lukas Frei (creation) Mathias Rösch, Reinhard Vogel, Fabian Röthlisberger (consulting and strategy) Film production: Solid & Hallerfilm, Rudi Haller (production), Christine Wiederkehr (director).

At Your-heartbeat.ch you can create your own remix of the James Gruntz song "Heart Keeps Dancing" and an individual music video in GIF style at the same time.

"For the remix version, 25 song elements can be added and removed in real time - from vocals to various basses and drums to synthesizers and shakers. Each click also generates a different music video. The soundtracks are assigned various clips in the colorful visual language of GIFs, which are activated or deactivated depending on the user's selection," says Florian Beck, Executive Creative Director of Serranetga.

From a cappella to funk, each remix has its own video version, which is integrated on the campaign homepage and made available to users on YouTube.

James Gruntz, Samsung and the Blick am Abend music editorial team will select the ten best mixes. The winners will receive the new Samsung Galaxy A and have the chance to have their version chosen as the official James Gruntz remix in the voting on Blickamabend.ch.

The Samsung Galaxy A3 and A5 smartphones are equipped with many photo functions such as GIF generator, wide selfie and 5 megapixel front camera. By linking the online world, music and video, "Your Heartbeat" deliberately appeals to the young target group of the new Samsung Galaxy A series.

Responsible at Samsung: Anja Olsson (Head of Marcom), Jennifer Rimann (Marcom Specialist). Responsible at Serranetga: Florian Beck (Executive Creative Director), Mitch Bekk (Director & AD Film), Nicolas Hostettler (Digital Strategist), Luca Zurfluh (Junior AD Film), Antonia Meyer (Copywriter), Tanja Birrer (Consultant) Maurizio Rugghia (Managing Director), Sophie Toth (Line Producer, Shining Pictures), Tobias Kreutzer (UX, Design, Programming / heimoto), James Gruntz (Music).

In the print edition 5/15 from March 13, 2015 ECD Florian Beck explains the background to the campaign in an interview, talks about the "smartphone generation" and explains why now is the best time to work as an advertiser.

 

Anton Glanzmann "actually slipped into the PR industry", as he says. Since then, however, this work has never let him go. The great thing about PR work is that you gain insights into almost every sector of the economy and every other industry. "There's nothing I haven't done - just ask me," he affirms challengingly. After 50 years in PR, Anton Glanzmann is now starting out again. Various projects are in the pipeline. One of them is about to be launched - an online portal similar to Facebook, the four-year development work for which has been supported by marketing and communication students from the University of St. Gallen over the last six months. However, the shrewd PR man does not want to reveal much more about it yet. Just this much: it is a follow-up project to the Golden Years Master Card that he launched and does not yet have much to do with Facebook in the initial development phase. Although Glanzmann is present on Facebook, there are no corners in his well-rounded media presence. Glanzmann is an image professional, he knows how the media works and has already been involved in every other sector.

(Anton Glanzmann has hung up some of his posters on the premises of PRW Public Relations + Werbe AG. These include the accident prevention campaign above and a picture of the Pilatus Railway Board of Directors in original costumes for the 100th anniversary celebrations).

"No bans"

Glanzmann discovered public relations when he started working in PR at Knorr in 1964 (Head of Cooking Studio, Culinary Information Center). But then everything continued in a very targeted way. In 1970, he was offered a position at PRW, and ten years later he headed the agency, which provided corporate and political consultancy. His agency PRW Public Relations + Werbe AG launched the "Trumpf Buur" advertisements of the "Aktion für freie Meinungsbildung" ("Campaign for the Free Formation of Opinion") - for years the in-house agency of the FDP - and in 1986 he began to fight the ban on casinos, only to introduce casinos in Switzerland after winning the referendum in 1993. He is particularly proud of the referendum he won against a ban on tobacco and alcohol advertising with the simple but direct slogan "No bans". In 1997, he caused a sensation with a training program for board members at university level. His network reached all the way to the top of the Chinese government.

With his PRW, Anton Glanzmann launched the Betty Bossi cookbooks, which he still enjoys leafing through. He still talks about the Nestlé baby food affair with such conviction that he could immediately defend the company again - as he did at the WHO in 1981. In the tourism industry, Glanzmann worked in destination marketing, advised tourism organizations and transport facilities and looked after the tourism representative office of the government of Mauritius for over 30 years. He founded the Club of Skiing Editors-in-Chief, was secretary of the Club of Cooking Journalists for 20 years, presided over various PR industry associations and founded the BPRA, the association of PR agencies. He also enjoys sporting activities such as jogging, mountain biking, hiking, skiing and snowshoeing. As President of the Lucerne Ski Club, he has also been involved in social commitment for over 10 years.

"Everyone wants to be loved"

Anton Glanzmann is not only known and friends with opinion makers and leading personalities, he also knows exactly who he wants to be and how he should not be perceived under any circumstances. Because at the end of the day, everyone is a little vain. For one simple reason: "Everyone wants to be loved and therefore wants to be perceived as they see themselves." How does Anton Glanzmann see himself? "I'm not a nice old man." On the contrary, he is full of energy and forward-looking, rarely at a loss for ideas or inspiration, and he doesn't think much of prohibitions instead of personal responsibility. Anton Glanzmann is still driven by a never-ending energy to make a difference. But nice - no, he is not nice. Even if he looks like one at first glance. But there is a good deal of attention, business acumen and curiosity behind it. Anton Glanzmann knows exactly what he wants and follows this path rigorously and without hesitation, but mostly with stringent authenticity. But he doesn't exactly have a thick skin, he adds. He admits that he is not at all good at dealing with negative press, criticism without a constructive approach and unfair attacks. He would much rather concentrate on new projects and positive reactions. And there is more than enough of that.

Ursina mason

 

At Teleclub, the 51-year-old Swiss has been responsible for the company's sports programming since 2006 as a member of the Executive Board and Head of Sports. In this role, he successfully drove the expansion of the sports offering and opened up additional markets and target groups for the company through the acquisition of various sports portfolios.

Before joining Teleclub, Feiner held various management positions for more than ten years at Fifa and SRG SSR Sport, among others. As Director Broadcasting at FIFA, he was responsible for global TV rights and TV broadcasts of the FIFA World Cup in Japan/Korea and the Confederation Cup in Mexico, among other things. As Head of Sports Rights and Marketing at SRG SSR Sport, he was responsible for the acquisition and marketing of Formula 1 and the Summer and Winter Olympic Games. Feiner has an education in law and a degree in sports management.

In his new role as Vice President Content Strategy at UPC Austria and UPC Cablecom, Roger Feiner reports directly to CEO Eric Tveter and joins the Executive Board. In this role, he will also contribute to the further development of Liberty Global's content strategy. "I am delighted that we have been able to recruit Roger Feiner, a top executive with an outstanding track record in sports content, for this important role," says CEO Eric Tveter. He adds: "His experience and expertise in these areas will be of great benefit to us in the future direction of the company to become the number one entertainment partner. Equally valuable is his proven knowledge in the area of broadcasting rights for Swiss soccer and Swiss ice hockey. I wish him every success in his new role."
 

The Tamedia Group's sales rose by 4.2 percent to 1.115 billion Swiss francs. The media company's operating profit (EBIT) increased by 25.8 per cent to 160.6 million Swiss francs, while net income rose by more than a third to 159.7 million Swiss francs thanks to the book profit from the sale of Publigroupe shares.

In addition to the classified ad platforms such as Homegate.ch and Jobs.ch, the payment models of the Tages-Anzeiger and Der Bund websites also contributed to the growth of the digital business, according to the media communiqué issued on Thursday. The digital division grew organically by 11.2 percent, including acquisitions by 16.4 percent. The division's turnover amounted to CHF 272.9 million Digital services now account for around 24 percent of the Group's turnover. As the internet platforms are more profitable than the traditional print business, the digital business already accounts for almost 33 percent of profits before depreciation and amortization.

In the Print National division, which mainly consists of commuter newspapers such as 20 Minuten and magazines, sales fell by 5.2 percent to CHF 357.2 million. At the same time, the division's profit rose by 10.8 percent to CHF 66.0 million. The division was characterized by declining income from advertising, measures to increase efficiency and investments in the Danish commuter newspaper Metroexpress. The decline in advertising income was also noticeable in the Print Regional business division, which mainly consists of paid daily newspapers. Thanks to the takeover of Ziegler Druck- und Verlags AG, however, the division's turnover increased by 3.8 percent to CHF 540.9 million. Profit before depreciation in this division was 10.9 percent higher and amounted to CHF 89.7 million. (SDA)

 

Key figures	2013	2013	Change
	CHF	in CHF million	in %
Tamedia Group
Sales	1 114.5	1 069.1	4.2
Operating result before depreciation and amortization (EBITDA)	230.9	197.1	17.2
Margin (in %)	20.7	18.4
Operating result (EBIT)	160.6	127.7	25.8
Margin (in %)	14.4	11.9
Result	159.7	119.1	34.1
Earnings per share (in CHF)	13.81	10.68	29.2
Dividend per share (in CHF)	4.501	4.00	12.5
Cash flow from operating activities	201.7	185.1	9.0
Balance sheet total	2 156.2	2 176.6	-0.9
Equity ratio (in %)2	67.6	64.5
Print Regional
Turnover (operating income)	540.9	521.2	3.8
thereof intersegment	51.8	59.1	-12.3
EBITDA	89.7	80.9	10.9
EBITDA margin (in %)3	16.6	15.5
Print National
Turnover (operating income)	357.2	376.7	-5.2
thereof intersegment	2.9	2.6	14.4
EBITDA	66.0	59.5	10.8
EBITDA margin (in %)3	18.5	15.8
Digital
Turnover (operating income)	272.9	233.3	17.0
thereof intersegment	1.7	0.4	319.1
EBITDA	75.3	56.7	32.9
EBITDA margin (in %)3	27.6	24.3
Average number of employees	3 471	3 394

 

1 Proposal of the Board of Directors

 Equity to total assets

3 The margin relates to sales

 

Visitors to the Easter microsite are made aware of changing offers from the Coop range with up to 50 percent discount. In addition, craft inspirations and recipes for spring cooking are offered - including special recipes for allergy sufferers. Participants in the big Coop Easter competition can also win prizes.

The Responsive Design microsite by Goldbach Interactive is part of the Coop Easter campaign designed and implemented by Valencia Kommunikation. Combined with a fresh look&feel and useful content, the site appeals to the whole family and invites them to get in the mood for Easter. The online presence is additionally promoted by digital advertising media. The microsite at Coop.ch/ostern is online until and including Easter Monday.

Responsible at Coop: Oliver Johnson (Head of Digital Marketing), Fabienne Schneeberger (Digital Marketing Project Manager). Responsible at Goldbach Interactive: Microsite: Nicola Schlup (overall responsibility), Sonja Margot (project management), Sandro Morghen (concept, text), Raphaël Liechti (art direction), Sébastien Gerber (screen design), Susanne Fankhauser (frontend), Steffen Gudis (programming); advertising materials: Daphne Avgeris (project management), Sandro Kohler (production).

In the digital field, certified continuing education or training can also guarantee specialized further education, depending on the needs. But does it make sense to complete training that does not promise a diploma degree? And what value does such training have for a professional career? On the other hand, conditions in digital marketing in particular are changing rapidly. This raises the legitimate question of whether a diploma course over several years is not already obsolete before the degree is achieved. In addition, diploma courses are usually very cost-intensive, so a choice cannot be made lightly. Werbewoche asked two training experts for their assessment on this topic. Answers are given by Raphaela Höhn, who together with Kristina Kaiser is responsible for the IAB diploma courses in digital marketing, and Evelyn Leu, Training Specialist at Google Switzerland and Austria. Ursina Maurer

Raphaela Höhn, together with Kristina Kaiser, is responsible for the IAB Digital Marketing courses.

Raphaela Höhn answers the question of how important diplomas are in digital marketing - and how long they are valid at all. She believes that a diploma cannot become obsolete if the knowledge is regularly and specifically applied in practice.

WW: Diplomas are not always necessary, know-how can also be acquired in practice - or in training courses. Is that right?
Practice and experience on the job are the most important things. But often one lacks the time during or after work to learn supplementary or new subjects. In addition, diplomas are helpful for job applications, because you can prove a certain level of knowledge. Especially at a young age, diplomas help you to get ahead in your job, broaden your horizons and show a willingness to learn.

What are the advantages of continuing education with certification or a diploma?
A diploma underpins what you have learned, as you have to study for the exam and your level of knowledge is tested. In the case of a course with a certificate of attendance, the participant can also just be streamed without actively dealing with the material. As far as the IAB certification of other schools/courses is concerned, the IAB thereby confirms that the digital marketing content has a certain level, a certain relevance. As a professional association, it is our concern that digital marketing is really inside where digital marketing is written on it.

Digital marketing is subject to many changes and innovations. Can the Digital Marketing Diploma Course (basic and advanced) adapt quickly enough to these changes?
Yes, definitely. All of our instructors are experts from the field. They experience the changes first-hand every day in their work and can then pass them on to the course participants one-to-one.

Learning in installments usually doesn't make much sense. How long is such a diploma valid, and how can the IAB ensure that one is not already obsolete in five years?
Any diploma becomes "obsolete" if you do not actively apply what you have learned. It is in the nature of things that the world does not stand still. In digital marketing, changes are happening a bit faster than in other topics. But you have to keep up with it everywhere. It is therefore up to each individual to decide whether or not they want to let a diploma or what they have learned become "obsolete". The IAB can only prove that someone had a certain level of knowledge at the time the diploma was awarded.

Digital Marketing Course

IAB Switzerland launched the digital marketing course for beginners around three years ago. This was done together with the partners Blick.ch, Goldbach Audience, Google, Microsoft, NZZ, Publimedia, Swisscom, Tamedia and Tradedoubler. In the meantime, further partners and course offerings have been added. The IAB Academy courses are aimed at people of all professions who want to acquire a basic knowledge of digital marketing and/or enter the field of digital media. The promotion of young talent and market development is a matter of concern to the Country Director of Google Switzerland, Patrick Warnking: "Agencies and advertisers tell us again and again that they have an urgent need for young talent in the area of online marketing. The IAB has taken up this challenge and developed a course in online marketing with us and other partners. This industry initiative started in April 2012 - and it also prompted us to join the IAB ourselves. As part of the digital marketing basic and advanced courses, we are involved with courses on search engine marketing. We believe that we can make a meaningful contribution to the attractiveness and competitiveness of Switzerland as a business location."

Know-how for the handling of a specific tool

Evelyn Leu gives free trainings on Google AdWords, the Google Display Network, advertising with YouTube, but also on topics such as Google Analytics or Google Shopping. Leu also simultaneously participates as an instructor in the IAB Digital Marketing Diploma Course (basic course) with a module on search engine marketing. She believes that an additional CAS, for example, is not always absolutely necessary.

WW: Diplomas are not always necessary; know-how can also be acquired in practice - or in training courses. Is that right? And what are the arguments in favor of pure specialization?
If I need quick and concentrated training that I can also apply in practice right away, the first thing I have to consider is how much effort I can invest. Depending on my personal situation, it may make sense to attend a university of applied sciences or a CAS. If I want to close specific gaps in my knowledge, or if I want to learn more about a specific tool, practical training courses can be useful. Individual companies and SMEs in particular do not necessarily need an additional CAS for their digital marketing strategy, but only the know-how for handling a specific tool, such as Google AdWords, Google Analytics or display advertising. Many users of these tools start without setting goals and without a basic know-how. This can easily lead to failure. However, with specific training, they are able to start a targeted campaign with concrete goals and then measure and analyze the results in hard numbers. The training courses range from basic courses to specialized know-how transfer.

But free Google training - that sounds a bit like a sales event.
My trainings are not designed to pitch the tool to visitors as the only true thing. Rather, I show interested parties the possibilities where they can use our tools and how they can try them out. I only want to impart the knowledge that people need to be able to use the tool successfully.

You also impart the knowledge from the Google training courses in the Digital Marketing diploma course at the IAB. Is the orientation much different here?
In terms of content, the courses do not differ that much. In the IAB module, I don't go into as much detail about working in an AdWords account. In the IAB Digital Marketing Basic course, I give an insight into search engine marketing with Google AdWords and which factors can be decisive for success. The IAB Basic Module provides a solid foundation and can serve as a supplement to traditional marketing. The digital marketing advanced course builds on this know-how. In the deepening module then the practice is promoted purposefully around the Google AdWords know-how. The focus here is on topics such as the campaign structure or the optimization possibilities of a campaign.

What are the advantages of continuing education with certification or a diploma?
Certificates and diplomas are extremely important for a resume. However, people have already moved away from purely theoretical training because they have realized how important practical relevance is. But "learning on the fly" doesn't make sense, especially in the field of digital marketing, because development is proceeding at a rapid pace. Further training in this specialist area makes sense above all when there is an opportunity to put what you have learned into practice - ideally also right away during the courses.

Google Trainings

The Google trainings (www.google.ch/ads/training) are open to all interested parties from sectors such as SMEs, media and creative agencies, as well as students. In addition, the Google Partner Academy has developed training courses specifically for agencies. The trainings are followed by certified exams, which Google recognizes worldwide. So although these certificates are not state-recognized, they are nevertheless not only a plus point in the portfolio, which the IAB also takes into account in the Digital Marketing diploma course, but also a filled knowledge gap, especially for the self-employed, SMEs or industry newcomers.