Based on modular tests and verified user experience experts, the needs of the users are recorded, evaluated and optimized. The result is significantly higher acceptance and more profit from the website with little effort, Pruvar said in a press release. Based on the proven usability and joy of use tests, the company now offers modular tests. The tests - for simple websites through to complex store solutions - uncover weaknesses, analyze problems and scrutinize processes. A detailed test report with specific recommendations and screenshots is available to the customer within a maximum of six working days.

"The requirements that a visitor places on a user-friendly website are virtually identical to those of a classic board game: the idea must be easy to grasp and understand, the product must be attractively designed and, last but not least, it should be fun to use," says Hermann Wellesen, founder of Pruvar.

Usability service in the partner program for agencies

The company also offers usability services as part of its reseller program. The services are particularly popular with agencies that specialize in search engine optimization, search engine marketing or web optimization, according to the press release. For these agencies, Pruvar's services offer an extension to their own portfolio and are intended to open the door to new customers.

At the 5th Swiss Trade Fair for Digital Marketing & E-Commerce on April 10-11, 2013 in Zurich, Pruvar will present "What users want, how users think and how an optimal user experience can be achieved" and will show "Best practices for a profitable web presence" in a lecture.

 

The latest Base study shows the number of devices used for internet access for the first time. It is not surprising that with the current boom in smartphones, tablets and e-book readers, the proportion of single-device users is relatively low: only 27.5% of all online users in Switzerland are always on the Internet with the same device. This figure is much lower among younger users. Around 93% of 14-19 year olds surf with two or more devices. Among 20-29-year-olds, the proportion of multi-device users is also quite high at 86.2%. Most single-device users are found in the over 50s, where every second online user "only" uses one device to access the internet.

Roughly the same number of men and women across all age groups surf the internet on one device - be it a laptop, tablet or smartphone. There is a clearer difference between the sexes in the proportion of internet users who use three or more devices to access the internet: 48.2% of men fall into this category, while just under 38.1% of women use at least three devices to surf the web. However, the biggest gender difference is due to the fact that there are still more female offline users among the overall female population: the proportion here is just under a fifth (19.1%), compared to 10.3% of men.

Swiss men and women use the web primarily for e-mails (92.5%), to obtain information via search engines (92.4%) or to find out about the latest news (75.6%). There is a clear difference, especially when it comes to finding out about the latest news: 80.4% of men and 70.5% of women consume this type of news on the web. In contrast, women are slightly ahead when it comes to using social media services. A good 50 percent of female web users are on platforms such as Facebook or Xing, compared to 1.3 percent fewer men.

 

In 2016, the first trains will run through the Gotthard Base Tunnel, bringing Ticino and German-speaking Switzerland even closer together. Already now, the sunny region wants to position itself as a nearby destination for the German-speaking Swiss and encourage them to make more trips to Ticino. And so Ticino Turismo is launching a TV campaign that will be shown exclusively in German-speaking Switzerland, the most important market. After all, Ticino is quickly and easily accessible for German-speaking Swiss. So you can enjoy the south by car or train after only about two hours' drive.

In developing the campaign, Leo Burnett Switzerland drew inspiration from trips to Ticino as a teenager. Taking a motorcycle over the Gotthard to Ticino was - and often still is - the first trip you took as a teenager. But this adventurous trip is often longer than you think. In the TV spot shot by director Michael Steiner, three young boys from German-speaking Switzerland are shown driving their motorcycles over the Gotthard towards Ticino. But their journey turns into an odyssey: one motorcycle engine breaks down, a second motorcycle later also fails. And when the three of them ride on the only remaining motorcycle, they are stopped by a policeman and have to continue on foot. Eventually, however, the three arrive exhausted at their destination in Ticino. And the fade-in makes it clear that it's easier to get there by car or train: "Actually, it's only two hours away - Ticino.

Responsible at Ticino Turismo: Elia Frapolli (Tourism Director), Alessia Alberti-Bernasconi (Product Management Manager), Claudia Zuffi (Product Manager), Manuela Nicoletti (Country Manager Switzerland), Omar Gisler (Media Relations Manager). Responsible at Leo Burnett Switzerland: Peter Brönnimann (Executive Creative Director), Reto Clement (Art Director), Peter Brönnimann, Simon Smit (Text), Rebecca Krausse, Sylvia Kohler (Consulting), Suzana Kovacevic (Art Buying). Directed by Michael Steiner. Production: Onfilm, Zurich. Producer: Michèle Seligmann.
 

The content is based on seasonal trends and consists of background articles on vegetable production, recipes and reports. With this offer, VSGP wants to rely more on the moving image as an additional communication channel. According to the press release, this will enable topics about Swiss vegetables to be communicated even more efficiently and emotionally. In the current two videos, the young cook Julia Zumbühl provides information and simple recipes for Swiss carrots and Swiss peas. Then, just in time for the start of the season, a feature on asparagus will be published at the end of April, in which viewers will learn how to peel and cook asparagus properly.

The WebTV channel is to be successively offered in French as well. The Rüebli video is already available with French subtitles. The WebTV channel Télélégume.ch will also be promoted for French-speaking Switzerland in the future. "With GemüseTV.ch, we want to appeal to all vegetable lovers and also encourage younger consumers to eat Swiss vegetables," explains Moana Werschler of the Association of Swiss Vegetable Producers. "In our videos, we show that cooking with fresh Swiss vegetables is quite simple and what to look out for when storing and processing them. We also dispel prejudices about vegetables."

"Gemüsetv.ch integrates perfectly into our WebTV channel portal and will benefit from existing WebTV channels such as BuureTV.ch of the Swiss Farmers' Union or the Olma channel in terms of click numbers," adds Marco Demont, CEO of InternetTV.ch publisher Ipmedia.

 

If you don't question your business model in changing markets for a long time or attack it yourself, you have to watch others do it. "Breaking Rules - with different thinking to success" is the guiding principle of Komet's new business line Komet Business Development. This offers customers professional support in the development and expansion of successful business models, as the agency writes in a statement.

Komet Business Development is led by Kurt Schori, an entrepreneur, business author and university professor with many years of experience in innovation management. Together with business economist Bernhard Stettler, he provides clients with strategic support and innovative methods and advises them on new ways and new rules for their business model, sales and offerings.

 

 

 

Why has Facebook been able to grow so explosively? When will the free Internet come for everyone? What media will be consumed in the future? Are you a digital forerunner or a mainstream entertainer after all? How do media users perceive the industry-standard media genres? Questions like these were answered at the first "OMG Trend Talk" with the help of the agency's own study "Mediamap 2015-2020" and discussed between clients and agency employees. The future study was placed in the Swiss context by means of a survey of 400 consumers, which, according to the press release, was carried out in advance especially for the study.

Free Internet and dying print media

The majority of the population can be classified as "mainstream entertainers" - media are consumed for entertainment. Only very few are "digital forerunners" who immediately pick up on the latest communication trends and use technologies accordingly before anyone else. And yet, a large proportion of the Swiss are concerned with the current issues in the communications industry: 85 percent would like to see free Internet for the entire population, and 70 percent believe that this scenario will come to pass. Only 19 percent would like to see the printed daily newspaper disappear, but 40 percent believe this will happen before 2020. In addition, media users have a flexible way of thinking ahead of the communications industry: Media consumers think independently of genre; for them, categorization into content (moving image, audio, image/text) is more plausible.

Two future scenarios

Overall, media consumption will grow. However, developments in the media landscape seem completely unpredictable in view of the accelerated fragmentation of media. Reliable forecasts are therefore needed as to how brand advertising can succeed at the most diverse touchpoints in the future. Similar to a navigation system, the "OMD Media Map" provides clear pointers and reliable forecasts for the future. Here, companies can find out which trends will determine the media landscape, the allocation of advertising media and the advertising dialog with consumers today and in the coming years. The future study bases its reliable forecasts on a multi-method approach consisting of expert interviews, trend monitoring and consumer surveys. For their realistic view of the future, the OMD researchers use two scenarios that limit possible developments in the media and advertising industry:

The conservative scenario assumes that trends that have already been observed in the past will continue. This means that the majority of consumers will continue to use primarily the established key media and adapt new channels only slowly. Digital technologies continue to develop, but at a rate of growth that does not overwhelm people. The scenario describes a "smoothed" extrapolation of the developments discernible to date.

The digital-progressive scenario describes a future in which digital channels occupy a central space in consumers' media use. Economic and social trends such as increasing mobility and flexibility mean that technical innovation cycles are becoming ever shorter. Access to media content via the Internet, mobile devices or extended options of networked smart TV devices is essentially free of charge for users. Digital media and forms of communication are replacing traditional ones as they offer cost and service advantages. The scenario includes self-reinforcing effects that further accelerate the change.

A free abstract of the study "Media Map 2015-2020" (without Swiss context) can be downloaded from here be requested.

 

Various activities on the theme of chocolate sweetened the feast of the rabbit for visitors, according to a statement. Chocolate casting, an exhibition by Chocolat Frey and a large chocolate fountain were part of the Shoppyland Easter program. The Komet visual was used on posters, advertisements and various POS measures.

Responsible at Shoppyland: Karl Gorsatt (Center Manager Shoppyland), Rahel Waelti (Marketing & Communication), Diana Weber (Administration). Responsible at Komet: Thom Pfister (CD), Joël Weber (Junior AD), Antonia Bekiaris (Text), Simon Schatzmann (Head of Consulting), Emma Isolini (Consulting).

 

Bernhard Schmid studied law and political science at the University of Zurich and management at the University of St. Gallen, according to a press release. Before joining Peter Bütikofer & Company in 2006, the 38-year-old worked for Credit Suisse and Osec Business Network Switzerland in communications and marketing. In 2011 and 2012, he was President of the Association of Investor Relations Agencies in Switzerland. He has been a partner and member of the Executive Board of Peter Bütikofer & Company since 2009.

Peter Bütikofer & Company is active in Switzerland and Germany with a focus on investor relations, corporate communications, issue management and location marketing.

Taubman, who has starred in numerous international film productions such as "007 - Quantum of Solace" and "Pillars of the Earth," has also recently been seen increasingly in German productions such as Operation Zucker and Tatort. In the current advertising campaign, the Swiss movie star shows the joy of the list price reduction in different facets. In the process, he slips into the role of a pizzaiolo, a businessman, a farmer, a construction worker, a musician or a lady - an illustrious cross-section of the Swiss population. This is the second time that German director Mike Marzuk, known among other things from the current movie "Fünf Freunde", has directed a Seat film with Anatole Taubman.

As an interactive highlight, the campaign invites everyone to come on TV themselves. Seat is looking for Swiss people who are just as excited and want to show it in a TV commercial. At least 365 enthusiasts upload their Wow! shout of joy Seat.ch/wow as a film clip, Seat shows the twelve best film clips once on television. The judge is Wow! expert Anatole Taubman.

The campaign kicked off with full-page ads in the Sunday press on March 31 and online branding days on April 1. In addition, the campaign will be accompanied on social media. The film will be seen on television from April 5. Of course, Anatole Taubman will also help sell at the retailer on the POS material.

Responsible at Seat: Peter Schmid (Brand Manager), Andreas Huwyler (Marketing Manager), Gregory Panizzutti (Advertising Manager), Anja Fässler (Online Manager). Responsible at Saatchi & Saatchi: Pascal Schaub (Managing & Strategy Director), Felix Freese, Frédéric Nogier (Creation), Leonie Kelly, Stephanie Weber, Maria Colon (Consulting), Stella Feurer (Graphics), René Berzia (DTP Production), Süsstrunk & Jericke (Image Editing), Mediahirsch: Temo Sayin (Online), Shining Pictures: Stefan Bircher (Producer), Mike Marzuk (Director), Bernhard Jasper (Camera).
 

Anyone traveling on foot has no protective bodywork around them. Today, every fourth traffic fatality is a pedestrian. In order to increase safety on the road, the Swiss Pedestrian Association is launching a campaign on April 4, 2013, that relies on "gamification" and is aimed specifically at young people. The idea behind this is to use the mechanics of games specifically for awareness campaigns. The free game "Meet the Street" for iPhone and iPad teaches the most important traffic rules in a playful way. With simultaneous control of speeding police cars and shuffling teens with headphones, the game realistically combines the perspectives of pedestrians and vehicle drivers.

According to a statement, Fussverkehr Schweiz is convinced that many of the 2,500 pedestrian accidents that occur each year can be avoided. The trade association, which has been promoting road safety for more than 30 years, is launching a cell phone campaign supported by the Road Safety Fund and aimed in particular at teenagers and young adults. As a high-risk group, they are involved in accidents more often than average and are difficult to reach with conventional road safety campaigns.

In contrast to the popular computer game "Grand Theft Auto," "Meet the Street" does not award points for recklessly running over pedestrians. The game rewards when collisions are avoided and pedestrians reach their destination safely. From a bird's eye view, the player simultaneously slips into the role of pedestrians and vehicle drivers. In real time, it must be decided who has the right of way in the traffic jam. The journey leads from quiet country roads to small towns and ends in the chaos of the metropolis. In the game, braking distances of tractors, trucks or streetcars as well as the behavior of pedestrians have to be assessed realistically.
 

Internet phenomena have been boring for some time now. Mass movements triggered online may have been fascinating in the noughties, but who is seriously interested today in whether planking, owling, lolcats, Harlem Shake, Gangnam Style or a grumpy cat are helping the anonymous global society to achieve a temporary sense of togetherness?

However, the most troublesome member of the phenomenon family is the shitstorm. Not because it is reprehensible to want to make the world a better place. But if the whole thing degenerates into a global popular sport for everyone from the comfort of their own sofa, relevance and fascination are lost. Today, everything and everyone is being hitstormed. Michèle Binswanger quite rightly recently called for "Stop with your shitstorms" and referred to a culture of sexism that screams so loudly that it is no longer heard (or liked to be heard). Acting means "interacting with people and not sending anonymous hate messages into the world from your office chair."

It seems that the collective anger is slowly but surely getting on everyone's nerves. But please don't start a shitstorm against the shitstorms now! Most waves of outrage are less sustainable than a burnt soy plantation anyway. Yesterday the angry people wanted to shoot Ms. Badran to the moon, today they don't even know exactly what they were upset about, or what was wrong with the History was really on.

Nevertheless, today Heise.deThe guerrilla marketing agency Cavemen offers shitstorms off the peg. Not an April Fool's joke, as its managing director told the portal. The offer ranges from 100 negative Facebook comments and 150 likes (4,999 euros) to a deluxe shitstorm for just under 200,000 euros (15,000 outraged comments in German). However, only jobs that meet the agency's "moral guidelines" are accepted, reveals the Cavemen website ("An incident must never be made up out of thin air").

If you want to neutralize a shitstorm or do something good for yourself, book a Candystorm. Same price model, opposite effect. How seriously the whole thing is meant remains unclear. Guerrilla marketing on its own behalf? If not, this calculated image bashing would almost be a reason to be really outraged once again.

Thomas Häusermann

Image: Screenshot Caveman-werbeagentur.de
 

The 36-year-old studied history, media and communication studies and linguistics at the University of Bern, according to a statement. She earned her doctorate in media studies with a focus on electronic media, investigating their uses and influence on society.

After gaining initial experience as an editor at the then Radio DRS, Tanja Hackenbruch started her career in media research at SRG in the research service. Among other things, she was responsible for the beginnings of electronic Internet research.

Tanja Hackenbruch has been working in the international marketing and methods division of GfK Telecontrol since 2005. Since mid-2012, she has been Director of Global Business Development TV at GfK Audience Measurement, leading a mostly international team that acquires new projects worldwide in the field of TV audience measurement.

As media officer, she will coordinate and accompany research and measurement activities in and around SRG and advise SRG's general management and executive board on questions of quantitative and qualitative usage measurement. Tanja Hackenbruch is the mother of two children and lives in Bern.

Image: Communication research.uni-hohenheim.de