A renaming that is intended to sharpen the focus and bring their core competencies into the center, as it says in a statement. The administration will also be simplified: From now on, the graphic designer and the copywriter will only appear as Karin&Karin instead of additionally as Eckraum and Karin Hänzi. Of course, if needed, only one or the other discipline can still be used. Only the mail address confusion shall have an end.

 

Worldwide studies on the effectiveness of influencer marketing show that 88 percent of consumers have already bought a product because influencers inspired them to do so. To what extent does this apply to Switzerland?

According to the Swiss Influencer Marketing Report 2020, 6 out of 10 Millennials aged 13 to 30 follow influencers on social platforms and 56 percent regularly search for product information there. More than half of these followers (53%) confirm that they have already made a purchase decision inspired by influencers. The study by the University of Lucerne in collaboration with Farner, Reachbird, HEC Paris, University of St.Gallen and gfm examined these and other questions by means of separately conducted surveys of millennials as a strategic buyer target group, influencers as content creators and marketers as advertisers.

"This study is the first of its kind in Switzerland because it brings together and compares the views of the three players: millennials, influencers and companies. This allows us to derive many theses for promising and effective influencer marketing in Switzerland," says Reto Hofstetter, Professor of Digital Marketing at the University of Lucerne, commenting on the large-scale study. "In order to exploit the full potential of influencer advertising, some gaps still need to be closed."

 

Instagram as an influencer platform is top, Facebook on the other hand flop

All three groups surveyed describe Instagram as the most important influencer platform. YouTube is especially popular with Millennials, and marketers also pay attention to LinkedIn. Facebook is the most relevant influencer channel for just 1 percent of influencers and 2 percent of millennials. Opinions differ when it comes to YouTube: although 16 percent of Millennials name YouTube as their most important influencer platform, only 1 percent of Influencers consider YouTube the most relevant channel for their influencer activity. Influencers could therefore reach even more Millennials if they made greater use of YouTube as a publishing channel.

 

Influencer collaborations yes - but clearly declared

28 percent of companies reported using influencer partnerships as a marketing tool at the time of the survey. In the 12 months prior to the time of the survey, the companies of the marketers surveyed worked with an average of six influencers when they basically invested in influencer marketing. Conversely, influencers implemented collaborations with an average of 12 different companies during the same period. There is agreement on all sides that partnerships of influencers with several companies at the same time are justifiable. However, this is only the case if they are not competing brands or products: Over half of marketers (59%) consider this important, just as the majority of Millennials (51%) would be bothered by competing partnerships.

Opinions differ when it comes to declaring collaborations: Almost half of millennials would like influencers to label their advertising in the hashtags. However, the common practice on the part of influencers is to include corresponding references in the texts or comments. Here, influencers can align themselves even more strongly with the Millennials' need for transparency - and the clients can demand and promote this with corresponding specifications.

 

A like for credibility through expertise

Credibility is the highest good for all three groups surveyed when it comes to influencers creating advertising content. "Being credible" means that the content and promises are perceived as accurate. So it comes as little surprise that for Millennials, the credibility of influencers themselves is not based on their reach through number of followers or a celebrity status, but on the fact that they are perceived as experts in their field or convey expertise in terms of product benefits. These aspects must be taken into account when selecting suitable influencers and planning and implementing content.

"Influencer marketing is still developing rather tentatively as a discipline in Switzerland - but the findings of the study make it clear that it would have long since earned a permanent place in the marketing mix due to its relevance and acceptance among young target groups," says Olivia Deubelbeiss, Influencer Marketing Specialist at Farner.

 

Who hasn't seen them, the little yellow signs that point us in the right direction on our hikes. And that on a well-maintained Swiss hiking trail network covering 65,000 kilometers. Swiss Hiking Trails, the umbrella organization of the cantonal hiking trail organizations in Switzerland and Liechtenstein, is partly responsible for this.

In 2018, it was time to revamp the umbrella organization's image. Erdmannpeisker came out on top in a pitch and developed a new, modern look that reflects the passion for hiking. And directly from the brand. The logo - the signpost, quite simply the symbol of the Swiss hiking trails - was given a contemporary and pragmatic look, making the association and its 26 members recognizable as a single entity.

Based on the new corporate design, various brochures, the annual report, business stationery, advertisements and other analogue and digital communication measures have been implemented for the umbrella organization as well as the various specialist organizations.

 

"Wow, you've achieved something: the rebirth of m&k! The new format is great. It appears high-quality, it's very motivating to read, and it's also taken a leap forward in terms of content."

Oliver Egger, CMO PostMail, Swiss Post CH

 

 

"The relaunch has been a success! Great format, beautiful design, clear content. My sincere congratulations."

Marianne Läderach, Head of Media Institute, Swiss Media Association (VSM)

 

 

"A beautiful new m&k, some of the finest I've seen from trade media. As a trained typesetter and microtypo obsessive, I can say that everything has been implemented according to all the rules of the art, loving craftsmanship with a lot of aesthetics. The value of print, which is always invoked, is beautifully conveyed. In addition, there are relevant topics and good texts - nothing to do with a quick browse through. A must-read for anyone interested in what's happening in the industry!"

Thomas Paszti, Publisher Medienwoche.ch

 

 

"A great new relaunched issue - good luck with it. Cleaned up, exciting and fresh looking!"

Juliane Merz, Director National Sales, Weischer.Cinema Switzerland

 

 

"The new magazine looks great and the scope is really impressive. Whoops! That's a proud issue to show off. I also like the content of the paper much better now than before. The stories are exciting, relevant and informative, yet entertaining at all times."

Daniel Schönmann, Dialog Marketing Solutions, Head Research & Communication, Swiss Post CH

 

 

"Very nice. Now you're much more likely to pick up the magazine! I'm an eye person. If it doesn't fit, I don't bother."

Andreas Häuptli, Managing Director Swiss Media Association (VSM)

 

 

"The new m&k really looks very good. Modern, fresh, timely and exciting content."

Lajos Vizner, co-owner ViznerBorel

 

 

"It looks wonderful. The design is fresh and young without wanting to appear avant-garde. I really like it. And on the inside, the articles are also very reader-friendly and appealing at the same time. Large picture areas with great portraits and photos. All in all very successful. Makes you want to browse, read and discover. Congratulations! The editorial team can be very proud - by far the most likeable title in this field."

Stephan Feldhaus, former Head of Group Communications Hoffmann-La Roche and owner of the agency Feldhaus&Partner

 

 

"I think the new m&k is very well done, I like the layout and it's also great for reading! Congratulations to the team!"

Roger Baur, Director Customer Relations / Director Reach Sales at Admeira

 

 

"A contemporary work that already stands out with its new look! Refreshing, inspiring and with really great texts. A magazine to be really proud of."

Danica Thalmann, Head of Marketing CH/AT/CEE at Teads

 

 

"How you present yourself is how you are seen. m&k has taken a big step with the new appearance. And created the visibility that the product deserves. Simple, tidy and full of energy: a magazine with a clear, individual signature. You can already look forward to the next issue."

Alexander Haldemann, CEO MetaDesign

 

 

"Finally, the m&k gets the dress it deserves. And it doesn't promise too much: the content is more than worth seeing, too!"

Daniel Zuberbühler and Maurizio Rugghia, Founders and Partners of the SiR MaRY Agency

 

 

"Congratulations on the courage of a complete overhaul - now the content and form are right. In addition, the booklet now fits in a laptop bag, which is a basic requirement in 2020."

Christian Baertschi, Chairman of the Board of Directors Serviceplan Group Switzerland

 

 

"If it's print, it's print. Today, when you read a magazine, you want to experience something and it should convey a certain feeling. The new look of m&k gives the stories the freshness they deserve."

Roger Hämmerli, Managing Director Andy Was Right

 

 

"I was really looking forward to this relaunch and am thrilled with the result. The layout is very appealing to me and I found the individual articles very readable. Haven't read so much in a magazine in a long time. Super job, dear M&K editors."

Simone Schulz, Head of Brand & Content Marketing, Goldbach Group

 

 

"In times when change is the only constant, the old familiar phrase "Never judge a book by its cover" has probably had its day. With the attainment of warp speed in the digital realm, I had a lot of fun turning the pages of the new m&k in a haptic and decelerated way. Look & feel is refreshing, content well researched and very relevant to my work environment and profession."

Guntram Friede, Head of Marketing Switzerland, Salesforce

 

 

A few days ago, the time had come: After months of preparation, "m&k - Das Magazin für Marketing und Kommunikation" was launched. The editorial team has given the predecessor product "MK Marketing & Kommunikation" a complete makeover - and has now asked the industry for an initial review. The verdicts are consistently positive and pave the way for the magazine's future.

m&k was created in collaboration with the art director Adrian Hablützel, who was also responsible for the layout of the Annabelle or from We parents was responsible for.

If you have now got a taste for the magazine yourself, you will find here all subscription information. The magazine is published together with the Advertising Week offered as a Marketing Power Package - so you are guaranteed not to miss any trends and news.

The campaign is based on a story/system approach that guarantees relevance - a particularly important currency at a time when so much attention is focused on online advertising. In the story phase, content with a tribute to togetherness despite physical distance brings good vibes into the feed of the target group. Those who interact with it are efficiently and effectively supplied with an offer for the perfectly networked Salt Home package in the second phase.

The campaign has been running since the beginning of April until the end of May in the form of targeted social media ads.

Top 10 web offerings with in some cases significant growth in reach

Almost all of the top 10 websites in terms of reach are expanding their reach. The web offering of the NZZ now reaches around 2.3 million unique users per month, continuing its positive reach development (+6.3 percentage points). But also the online offerings of Watson.ch, SRF and Daily Gazette record significantly more unique users per month.

The top position of SBB remains unchanged with around 3.5 million unique users per month, followed by SRF, which reaches almost half of Swiss online users (49.0%) at least once a month with its online offerings.

Top 5 Mobile Sites, iOS and Android Apps

The overall increase in reach of the top 10 web offerings is primarily attributable to the continued rise in use of the respective mobile sites and apps. With SBB's Apple iOS app Universal, an app reported in NET-Metrix profiles reached a reach of around 1 million unique users per month for the first time. Watson.ch now ranks third among mobile sites with around 1.7 million unique users per month.

Over 70 percent of medium-sized and large companies in Switzerland do not yet apply behavioral economics findings and methods at all or only to a limited extent. The main reasons for this are a lack of knowledge and experience, but also a lack of awareness of the topic within companies.

At the same time, around 80 percent of respondents rate the potential of behavioral economics for their company and its marketing as medium to high, as the study shows.

 

Major competitive advantages

Behavioral economics deals with human behavior in an economic context. In particular, it examines people's actual decision-making behavior and analyzes the factors that influence it. "Especially in the English-speaking world, governments as well as NGOs and companies rely on the expertise of behavioral economists. They use them to better understand the behavior of citizens, employees or customers or to set incentives for desired behavior," explains Kurt Ackermann, lead author of the study and deputy head of the Behavioral Marketing department at the ZHAW School of Management and Law.

Scientific studies indicate that the application of behavioral economic knowledge can bring companies significant competitive advantages, such as increased sales growth. For example, it can be advantageous for a provider to present three product variants (e.g. small, medium and large) in an online store in order to steer customers towards the medium variant and promote its sale.

 

Basic terms little known

However, as the study shows, only just over a third of the company representatives surveyed in Switzerland are even familiar with the term "behavioral economics". Furthermore, only one in six is familiar with the term "nudging". It refers to simple measures that are intended to trigger desired behavior in people. "Examples of nudging include the application of adhesive strips that make it easier to keep your distance or other visual reminders that have become ubiquitous since the coronavirus crisis," explains Ackermann.

 

Importance will grow

The use of behavioral economics in Swiss companies is likely to increase in the future. "After all, around one in ten of the companies we surveyed already have employees who deal exclusively with behavioral economics topics and issues," says Steffen Müller, Head of the Behavioral Marketing Unit. Around 70 percent of companies that do not currently employ such staff would also consider it useful to have such expertise.

Image: Ruben Hollinger

 

Preparations for the sales launch are in full swing at the distribution sites in Zurich, Basel and Bern, the association announced on Tuesday. The approximately 450 people affected by poverty who pick up the booklet at one of these distribution sites and then sell it at over a hundred locations will all receive a starter kit with masks, disinfectant, leaflets and gloves.

Sales will be contactless until further notice, but still with cash. Buyers will place the cash in a kettle, from which they will also take the booklet. The clientele will be informed of this with a sign.

 

Association facing massive problems

The sales stop posed massive problems for the Surprise association. It is 65 percent financed by magazine sales, the rest by donations. During the Corona-related sales ban, the association had a monthly income gap of 250,000 francs.

At the same time, however, he also received many donations, the association writes further. With this, he was able to pay the sellers a loss of wages.
The long-term consequences of the Corona measures on street sales cannot yet be assessed by the association. The behavior of customers in the coming weeks and the further course of the pandemic will be decisive. (SDA)

It all started for the Bernese agency five years ago in a small back room of a Bernese hairdressing salon. Newsroom Communication is now based in an open-plan office on Eigerplatz in Bern.

As no anniversary celebrations can take place at the moment, the agency is celebrating its fifth birthday with a new look and a new website to match. The new digital flagship is contemporary and meets increased needs. In addition to the website, the agency's corporate identity has also changed. The new logo is elegant, modern, effective and can be easily integrated into both digital and print media. The new look was designed and graphically implemented in collaboration with Morgans, while the website was created by Fruitcake.

The campaign includes classic media, social platforms, CRM measures and POS.

Like his predecessor, Thamm will also become president of the delegation of the Foundation Board, the board of directors of the local TV station. The new president has been a member of this body for more than 20 years.

In addition to Roger Thiriet, Samuel Hess is also leaving the delegation. Matthias F. Böhm, Managing Director of Pro Innenstadt Basel, Elisabeth Pestalozzi, Head of Communications at the Christoph Merian Foundation (CMS), and Caroline Thoma, owner of a consulting firm, are to be added to the board. The new appointments still have to be approved by the Foundation Council as a whole.

The Telebasel Foundation was founded in 1988 as the Basel Cable Network Foundation. It is the owner of the Basel cable network and holder of Telebasel's broadcasting concession. (SDA)

The trend is being accelerated by the coronavirus pandemic and changes in shopping behavior. Digital services are penetrating all areas of life faster than ever before and more and more people are using online services for everything from banking to shopping. Swiss marketers also expect wearables and voice technology to have a transformative impact by 2030.

 

The transformation of marketing is accelerating

The expectations and behaviors of consumers, companies and society as a whole are changing faster and more comprehensively than ever before. 74 percent of Swiss marketing professionals are already leading customer experience initiatives in their companies. These include both technological and organizational innovation. In Switzerland, these innovation processes are a top priority for the marketing executives surveyed. The creation of consistent customer journeys across various channels and devices as well as real-time communication with customers represent the greatest challenges.

 

Empathetic marketing based on customer data

Consumers have to adapt to more and more changes and expect personalized and empathetic customer experiences. Individualized messages and offers require deep insights. Marketers are changing the way they obtain and manage customer data. For example, they are increasingly using technologies such as artificial intelligence, 95% do this primarily for personalization reasons. Forecasts predict that marketers from Switzerland will go from using 14 data sources in 2019 to 24 data sources in 2021.

 

Marketers strengthen their business value

With metrics such as customer satisfaction, digital interaction and customer lifetime value (CLV), marketing experts gain a complete picture of the success factors along the entire customer journey. In B2B marketing, business growth through account-based marketing (ABM) plays a particularly important role. In Switzerland, 56% of marketers use CLV to measure success and thus position themselves as a strategic force within the company.

"The Covid-19 crisis is an opportunity for Swiss marketing managers to rethink every aspect of their business - from strategic priorities to the technologies and skills required within the team. Especially in the current crisis, it is important to further improve and expand the customer experience in order to be optimally positioned for the economic restart and the coming years," says Guntram Friede, Head of Marketing Salesforce Switzerland.