Children learn to use mobile devices at an early age.Children learn to use smartphones and tablets at an early age and almost all households have a television. But how exactly do they use these devices? This was the subject of a study by broadcaster SuperRTL. Mothers and children were asked how their use of linear television competes with other media in terms of time and content. The TV accounts for 63% of usage, the computer for 19%, the smartphone for 13% and the tablet for 4%. The devices are used for very different activities - with internet-enabled devices, the focus is often on gaming and not on the use of moving images. The smartphone is also used for communication and music, the PC for learning content and the tablet is suitable for a wide range of activities (from games and information searches to videos) thanks to its ease of use.YouTube does not compete with traditional television for this group. The platform is used more for video snacks such as funny animal clips.The devices do not represent a new achievement for the children, but rather consider the possible uses of each individual device.Further results and information on the study: http://www.ip.de

The Enfants du Monde campaign recreates the well-known game "paint by numbers".The campaign was realized by Goldbach Interactive (Switzerland) AG Kampagne in close cooperation with the client and also on site with the schoolchildren in Burkina Faso.The heart of the campaign is the well-known game "Painting by Numbers", which is reinterpreted for this purpose. Thus, on the specially created microsite www.malen-nach-zahlen.ch a picture reproduced by an artist from Burkina Faso, which can be colored field by field. Interested donors can select a field, which, depending on its size, represents a certain donation amount. Once the donation is complete, the field is permanently colored, giving the donor the feeling that they are effectively part of something big.The campaign is accompanied by a digital factsheet, social media posts, various display ads, and informative newsletter and video posts. EdM thus focuses not only on performance goals but also on communicative aspects. Accordingly, Susanne Flückiger, Head of Communications at EdM, emphasizes: "It was important to us that people don't feel any compulsion to donate or have a guilty conscience. That's why we communicate positively about issues. We want to show how much good a donation can do for local schoolchildren. "EdM is a Zewo-certified Swiss non-profit organization that has been working for almost 50 years in seven of the world's poorest countries to ensure that disadvantaged children receive a good quality education and that pregnant women and babies have access to healthcare.

Brands are like people: they have a personality. Strong brands offer stability and orientation in our confusing world. Consumers buy branded products to show who they are - or who they want to be. However, a brand identity does not fall from the sky, but needs to be carefully developed and nurtured. Companies can make a lot of mistakes and damage the brand or destroy its identity. Franz-Rudolf Esch is one of the most renowned brand experts in the German-speaking world. In this book, he has compiled a wealth of information and advice and includes numerous experiences and lessons learned from his personal and professional practice: what constitutes a brand's identity, how to implement a brand strategy, how to successfully manage and maintain brand identity through change. His - rarely surprising, but comprehensive and clear - explanations are vividly illustrated by numerous examples from the brand world we are all largely familiar with. getAbstract recommends this interesting book to all brand managers and advertisers.getAbstract rating: 8Implementability: 9Innovation level: 6Style: 9Publisher: Campus VerlagPublication year: 2016Pages: 309ISBN: 9783593505763

Videos about products in the online store pay off.The better informed a customer feels about a product or service, the more likely they are to buy it. It is therefore not surprising that over 80% of online users consider explanatory videos to be helpful in the purchasing decision process. A full 64% are even more likely to buy a product if they have seen the product video beforehand. However, the success of moving images in online stores depends on several factors. Retailers who want to offer films as an additional service for their customers should therefore take a closer look at the following tips:1. select product categories sensiblyIt is not only difficult-to-explain and complex products such as barbecues or tents that are particularly suitable for explaining their use and special features to customers with the help of an explanatory video. Product ranges such as clothing and shoes can also benefit from integrated films. According to studies, consumers find it particularly important to offer high-quality visual content in the form of moving images in these two product areas. For fast-moving, low-priced products, on the other hand, it is not worth providing explanatory videos.2. the right placement is importantMost users prefer to watch product videos on the product detail page. Videos that relate to the product or service also belong there. Higher-level videos, on the other hand, which are intended to introduce the company or highlight particular unique selling points, are best placed on the store's homepage.3. the purpose determines the lengthEven if there are different views on how long a video should be, one thing is clear: brevity is the spice of life! For higher-level videos on the homepage, a length of 30 seconds to three minutes is acceptable. It is important to keep an eye on the abandonment rate afterwards and make any necessary adjustments. Product videos can be considerably longer - depending on how much explanation the product requires. The rule of thumb for videos that provide assistance with complicated processes is around 70 seconds. Depending on the platform on which the video is also to be shown, there are further recommendations: On Facebook, for example, the user decides in the first three seconds whether they want to watch the video or not - so the relevant information should be there right at the beginning.4. post videos on youtube and FacebookIt is also a good idea to post explanatory videos on social media platforms such as Facebook or YouTube and then link them to your own website. To ensure that the videos are found, you should carry out a detailed keyword analysis with monitoring and professional video SEO. This pays off for the search engine ranking in two ways: firstly, interesting content increases the length of time customers spend in your store, and secondly, targeted video SEO measures help to increase your visibility on Google & Co.5 The area of application determines the designThe possibilities for creating an explainer video are as varied as the areas of application. So-called lay-out or scribble videos, which are usually simple drawings and in black and white, are available from around 2,000 euros. However, those who want a high recognition value and want to see their own corporate design taken into account will have to dig deeper into their pockets: videos that are completely tailored to the customer cost around €3,500 to €20,000.

From November, Tamedia will be positioned with a new advertising and user market.From mid-November, the Swiss media group Tamedia will be reorganized. The core of the realignment will be a strengthened user market organization and a central advertising market, in which the previously decentralized sales teams will be combined into a joint cross-language and cross-title unit. The advertising market organization will operate under the name "Tamedia Advertising" and will be part of the new Advertising & Commuter Media division, which also includes the 20-Minuten Group. The Paid Media division will be headed by Marcel Kohler, currently head of the 20 Minuten division, and will include the reader marketing and product management teams as well as the editorial offices of the paid media. The new division will be headed by Serge Reymond, previously Head of Tamedia Publications Romandes and Medien Deutschschweiz. "Thanks to the intensive work of the project team, we are able to launch the new divisions a little earlier than planned," says Christoph Tonini, CEO of Tamedia. "Booking cross-media and cross-platform campaigns will be easier with Tamedia Advertising, and we are also planning new digital and cross-media advertising offers in the coming months. "The new Technology & Digital Ventures division will start as announced on January 1, 2017 under the leadership of Samuel Hügli and comprises the previous Corporate IT, IT Publishing, IT Digital and the digital ventures such as Doodle, Olmero and the investments in Zattoo and Book a Tiger. Tamedia's other divisions will remain unchanged.

Jean-Claude Schmalz (left) and his All Star Team from TP Pub at the presentation in Lausanne.Jean-Claude Schmalz heads the new company called TP Pub. For the past eight years, he has been general manager of TPG Publicité, the advertising division of Geneva's public transport company. "This merger comes at the best moment, because the Lausanne public transport network is in full development. The most important elements are the multiplication of commuter trains on the Lausanne-Echallens-Bercher Railway (LEB), growth on the m1, m2 metro lines, and the future m3."Geneva modelHow did this merger come about? "Our colleagues in Lausanne admired our successes (in Geneva) with billboard, wraparound, and indoor advertising spaces and recognized the opportunity to increase their revenues as well, based on our relationships and expertise," explains Schmalz.Behind this new alliance are serious preparations. The partners in the two cities on Lake Geneva are concerned with optimally meeting the requirements and expectations of both national and local advertising customers. Schmalz: "We hired two new sales consultants who will serve clients throughout the agglomeration from Lausanne. National sales are handled by our branches in Geneva and Zurich."For Swiss-German advertisersTP Pub's new offering is also aimed at meeting the wishes of advertising customers from German-speaking Switzerland. "These prefer a single point of contact with a uniform rate and uniform coordination," Schmalz is convinced, "with TP Pub as a partner, they can reach millions of bus, streetcar, train and metro passengers in the two Lake Geneva cities and conurbations, as well as in neighboring France. Of course, they can promote one or the other region individually or all together."Lower cost per contact"The new organization reduces the advertising costs per contact," assures Jean-Claude Schmalz, "a major contribution to this is the standardization of formats for the means of transport as well as for the transit zones."On the way to the national platform"This alliance is only the first step towards a joint advertising platform for the public transport operators of the most important Swiss cities," Jean-Claude Schmalz is convinced. "For national clients, there is clear added value from mergers. They can advertise larger coherent regions with clearly less effort. In this sense, the Geneva-Lausanne convergence is a full-scale test in a market of over one million participants. Of course, local clients are also close to our hearts. They will continue to benefit from a wide range of offers for local advertising."

StockhornBusiness meetings take place on the Stockhorn the appropriate infrastructure. The Chrindi restaurant is ideal for seminars, product presentations or general meetings for up to around 60 people. A meeting followed by dinner can thus become an incentive outing. And why not hold your next closed-door meeting with a view of Lake Thun and the Bernese Alps? A far-reaching view and the clear mountain air give new impetus to creativity!

Right next to the panorama restaurant, the summit gallery leads to the panorama viewing platform in the Stockhorn north face.Mountain inn Firstdays at 2200 m above sea level with a breathtaking view of the mountains of the Jungfrau region The Mountain house ridge is the ideal location for your seminar or incentive. In about 30 minutes by gondola you reach this paradise in the snow. Rustic cheese fondue? Snow sculpture building? Sledge rally? - everything is possible here! You want to go higher? Our tip: The world-famous Jungfraujoch at 3454 m above sea level.

The restaurant Berggasthaus First offers the ideal size for events up to 300 people.Highest delights for the palateAs a destination for incentive travel, Gstaad is the first choice. In the magnificent nature, traditions and values are highly valued. The infrastructure of the Botta Restaurant on the Glacier 3000, the only glacier ski area in the Bernese Oberland, is specially designed for occasions such as evening events, product launches, press conferences or incentives. Individual rooms or the entire restaurant can be rented for up to 300 people.

Designed by star architect Mario Botta, the building offers enjoyment at the highest level on three floors.Inspiration mountain worldOn the Sillerenbühl your seminar will be an unforgettable experience. Let the tranquility of nature take effect on you and be inspired by the impressive mountain panorama. The seminar room offers, depending on the occasion for a maximum of 100 people and is equipped with modern infrastructure. In the two restaurants, the Silleren Märit and the Silleren Stube, a varied culinary offer is ready for you. Afterwards, the Sillerenbühl is the ideal starting point for a speedy scooter ride.

A varied culinary offer paired with an inspiring mountain panorama on the Sillerenbühl.Up out of the city! It is - in the truest sense of the word - the highlight in and around Bern: The Pavilion Gurten is simple, noble and wrapped in glass. The pavilion is located on Bern's local mountain Gurten and can be booked for events up to 500 people. The view from the terrace over Bern, the Mittelland and the Alps is breathtaking.

John Charles will be the speaker on the first day.Sales Power is primarily aimed at managers in sales and distribution. Changing buying behaviour, extensive digitalization and increased competitive pressure require fundamentally new answers in sales and distribution. Sales Power offers a platform for this and thus closes a gap: Relevant exchange of experience and opinions at decision-maker level. Sales Power is consistently oriented towards business practice. It is not just about models, but about their concrete implementation in the market, and guests will experience top-class speakers and experienced executives from top national and international companies. Once a year, the conference presents participants with future-oriented topics from sales and distribution - in a compact format and a dignified setting. Sales Power stimulates both brainpower and networking: in an exclusive circle of around 100 participants.Program Day 1The first day is aimed at sales managers and focuses on strategically oriented topics. The focus is on the "new customer". What makes them different? How do they make decisions? And which sales models can be used to reach them? Renowned experts and top-class practitioners from organizational development, sales, sales and neuromarketing will show which strategies are effective and what successful sales models look like today and tomorrow. Fields of action such as digitalization, relevant KPIs, CRM and customer dialogue as well as employee knowledge and motivation will be addressed and examined in a specific context, with the aim of showing participants new approaches and presenting successful sales models in a concentrated form. They will learn which factors will be decisive for competition in the future. In addition to compact presentations, Sales Power offers workshops on topics such as digitalization, leadership in sales, multi- and omnichanneling and strategic dialogue marketing. Stand-up lunch, relaxed aperitif and a networking dinner.Speakers Day 1Adrian GostikAndreas LangFredy PortmannHans-Georg HäuselJohn CharlesKarl SpachmannThomas Bahc Program Day 2The second day is aimed at a broader audience. It focuses on factors that are currently relevant on the sales front. What distinguishes successful sales professionals today? Internationally sought-after trainers and coaches will impart tried-and-tested techniques and tools that make it possible to sustainably increase sales performance. The topics range from the right way to deal with emotions to support through sales-specific apps and a stylish appearance. The talks are based on the latest findings and are designed to equip guests with practical tools for everyday sales. Short wrap-ups and in-depth workshops ensure that participants benefit to the maximum. The second day of Sales Power motivates participants to give their best in everyday sales in order to be among the best. Speakers Day 2Christian SchmitzMartin LimbeckPaul-David BeckerSimone C. HenschThomas GeierspichlerThorsten Jekel About the organizerThe Swiss Marketing Forum is the sponsor of the Swiss Marketing Day and has more than 10 years of experience in organizing conferences. The Forum has a broad network, numerous partnerships and a professional board. The association operates independently of the professional association Swiss Marketing and has a solid financial basis.More informationThe exact program and details of the speakers can be found at swissmarketingforum.ch/sales-power.

On April 26 and 27, four trade fairs on the subject of logistics and packaging will be held in Zurich."Everything from a single source": This guiding motto is the focus of the top event for logistics and packaging specialists on April 26 & 27, 2017. More than 60% of the booth spaces for the trade fair quartet Logistics & Distribution, Empack, Packaging Innovations and Label&Print have already been allocated. Most recently, 5243 trade visitors came to exchange information with around 300 exhibitors about products, processes and services in the logistics and packaging industry. Numerous innovations will be presented again in 2017. For the first time, the Swiss Packaging Award of the Swiss Packaging Institute will be presented at Packaging Innovations. The special shows "Art of Packaging Design" and the Networking Zone of the GS1 trade association round off the program. here.

IN- has been the carrier medium for unaddressed direct mail since 2009.With a significant increase in reach of 8.6% compared to last year (2015-2), IN- is one of the top 10 publications in Switzerland with the widest reach. According to the latest research results from MACH Consumer (2016-2), IN- has 820,000 regular readers.Facts+ 8.6% growth in reach (regular usership) year-on-year - based on absolute figures+ IN- now has 820,000 readers+ IN- ranks among the top 10 publications in Switzerland with the widest reach.Source: MACH Consumer 2016-2; IN readership = RUS (regular usership = heavy and medium users)

The Department of Computer Science at the Lucerne University of Applied Sciences and Arts is using sophisticated software to reduce the abandonment rate for online purchases.Computers work according to hard criteria. They do not understand requests that explore preferences, such as "a red car would be nice, a blue one would also do". The project "Preference-driven product search and customer profiling for e-commerce applications", or "PrefCom" for short, by the Department of Computer Science at the Lucerne University of Applied Sciences and Arts in collaboration with the Lucerne-based web service provider Arcmedia aims to change that. The aim is to make commerce on the Internet more user-friendly. Customers can use this software to formulate their selection criteria, i.e. their preferences, weight them and submit variable requests. The software could find a piece of jewelry that costs a little more but otherwise fits the query perfectly, a cheaper dress that is worked in the second favorite color, or an apartment that is a little outside the desired neighborhood but matches the targeted rental price.Search for beloved color and preferred models"The computer weighs the offers against each other," explains Roland Christen, technical manager of the "PrefCom" project. "One product wins against another if it is not worse in any attribute and better in at least one." In demo versions that search current offers of used cars, one can choose from "high," "low" or "about 10,000 francs" for the price. A query for color reads something like "Red > all others," which is something like, "Red is my favorite color. If it's not red, I don't care about the color." One can prefer or negatively weight colors or car types such as SUV or convertible, and adjust price and horsepower with a slider. The computer eliminates more and more offers; what remains are the best ones, the skyscrapers of a skyline. The team of Marc Pouly and Roland Christen, who specialize in artificial intelligence and machine learning, also succeeded in speeding up the preference-based search with the standard database language SQL by means of so-called block nested loops, so that customers do not drop out because the query takes too long.Support for salesmen and women The new algorithms also recognize similarities between products and offer alternatives: Cars with similar fuel consumption, clothes with a similar cut or jewelry with a similar design. This is an advantage, especially for smaller markets such as Switzerland, where there are not so many exact matches. And without any information about the customer, the website can make recommendations such as "You've looked at product A, maybe you'll like product B." "This allows us to promote products that have just come on the market," says Arcmedia CEO Davide Cortese. Websites that use these algorithms can also show in-store salespeople products they can offer customers. Stores save store space if the computer also suggests products from the warehouse.The computer scientists at the Lucerne University of Applied Sciences and Arts have largely completed their work on the algorithm. Arcmedia in particular will continue to fine-tune the user interface until fall 2017, when "PrefCom," which is supported by the Commission for Technology and Innovation (CTI), can enter its first stores. A jewelry supplier and a real estate agent, for example, are already showing interest.

Shahab Hosseiny, CEO, MSO Digital1. hit the markUse clever targeting options for search engine advertising (SEA) and display advertising to address potential customers at the right time. Perimeter targeting is possible up to one kilometer for Facebook ads, for example. For retailers that rely on good weather, such as ice cream parlors or beach bars, weather targeting is an advantage. Situational targeting can also attract target groups to the store or location. For example, hotels near airports can advertise when a late flight is canceled.2. rely on telephone callsTelephone calls are one of the most important sales drivers in local marketing. Forgotten keys, legal dispute, death - if a customer is in need, they don't want to write an email, they want to speak directly to a local expert. For these companies, it is important to create landing pages on which individual telephone numbers are displayed. These enable telephone tracking, i.e. the assignment of the call as a response to a specific advertising medium or campaign.3. book regional bannersRegional daily newspapers stand for local reporting like hardly any other medium. If you advertise in the print editions of regional daily newspapers, it is worth booking a parallel placement on the corresponding online presences of the media. This allows you to place regional banners not only in the catchment area of the daily newspaper, but also in surrounding regions.4. update Google My BusinessAccording to Google, every third search has a local or regional reference. In most cases, users have a specific contact or research goal. This is precisely why it is important to keep your details on Google My Business up to date. Google's business directory is free of charge and can be administered by you. The information about your company is optimally displayed on Google Maps, in search results and on Google+. Tip: If you have several branches, be sure to create individual entries for the stores. Google My Business also offers the option of displaying a 360-degree view of your business.5. show personalityImages generate emotions and act as a decision-making aid. Don't advertise with stock images, but show the people behind your company. This makes the ad more personal and arouses curiosity. Images with real employees are particularly suitable for advertising products or services that require a lot of consultation.Shahab Hosseiny, CEO of MSO Digital, advises avoiding the trial-and-error principle in regional online marketing measures: "For many companies, it is difficult to shape the digitalization of marketing from their own DNA. But lengthy learning processes cost a lot of money. Stationary companies without online marketing expertise are best able to accelerate their business by bringing partners on board who, for example, develop a strategy or train internal employees on the topic. "*Local Search Study by Google, conducted by Ipsos MediaCT, n=3,500 German smartphone users, 2015