Good search engine visibility is an important success factor in ecommerce.OnPage optimization is essential in e-commerce, as potential buyers can be generated here without additional costs. Here, a distinction is made between technical and content optimization. The technical OnPage optimization serves to make the content of the website visible to Google crawlers via corresponding files and tags in the source code. In contrast, content OnPage optimization is about adapting the website content, i.e. the texts, images and videos as well as the use of relevant keywords. In order to achieve higher visibility and thus a better Google ranking in the long term, actions in technical as well as in content OnPage optimization are indispensable. Marian Wurm, Managing Director and SEO expert from the online marketing agency Lion Strong  reveals in 10 tips how online retailers can increase their reach and generate more customers in the long term.Tip 1: Place relevant content in the visible area "above the foldAs simple as the first tip may sound, it is very important for onsite optimization. On the website there is the so-called 'above the fold' area. This refers to all content that the user can see without having to scroll. "The most relevant content should therefore always be placed 'above the fold'," says Marian Wurm of Löwenstark. "The goal should be to arouse the interest of potential buyers with the content in the area and encourage them to scroll further." The important thing here is to adapt this area for both desktop and mobile design.Tip 2: Create headings with H tags correctlyOne of the most important steps in OnPage optimization in e-commerce is the structuring of web page content based on headings with SEO-relevant heading tags. This determines which hierarchy and order a heading takes within an HTML framework: Thus, an H1 heading is the main heading on every page. Caution: Since Google increasingly uses H1 headings as descriptions in search results pages, the H1 tag should only appear once per page. Further optimal H-tagging in webshops looks like this: H2 headings in text content, H3 headings for links to store categories and H4 headings for links to products. The online marketing expert advises, "Optimal would be text content that is divided into several paragraphs with the H headings and has a word length of at least 300 words per paragraph."Tip 3: Use the right keywords with WDF*IDFAll texts on the website should be aligned to search terms with WDF*IDF. WDF*IDF ("within document frequency" and "inverse document frequency") is a formula that determines the optimal distribution of topic-relevant keywords in a text. In doing so, the formula - unlike conventional keyword counters - evaluates the semantic context and suggests thematically relevant terms. "It is no longer the sole number of keywords, but the text quality that is the focus of SEO these days. There are many free tools on the Internet that apply the WDF*IDF formula," explains Marian Wurm. The use of long-tail search terms (multi-word combinations) for specification in the meta details and text content additionally increases the visibility of the page.Tip 4: Focus on high-quality website contentContent is king - that hasn't changed. Therefore, online retailers should continue to place the greatest value on the quality of website content. In addition to unique content in the form of text, images and video, this can be achieved through suitable information or advice texts and the thematic linking of the articles from the individual store categories. If the content is also always kept up to date, the Google ranking of the page can be improved in the long term.Tip 5: Generate internal and external linksFrom an SEO point of view, the thematic linking of store categories and subcategories on their own pages via internal links is essential for online retailers. But also the linking of the own homepage with thematically matching other websites via backlinks plays a major role in SEO. "With the help of internal and external links, web shop operators can increase the visibility of the homepage and certain subpages. If you want to highlight a certain article or landing page on Google, you link to it from several other thematically matching articles and the start page," explains Marian Wurm. In order to strengthen the authenticity of one's own domain and additionally to supplement one's own content in a meaningful way, one can also link to other sources.Tip 6: Use the Canonical Tag against Duplicate ContentSearch engines evaluate duplicate content negatively because no added value is created for the user. If content is used more than once or if a unique URL is technically not possible, e.g. because the start page can be reached via different URLs, then a canonical tag should be applied in the source code of the web page. Marian Wurm says: "The canonical tag points to the canonical URL - the preferred web page with the original content - and thus enables crawlers to distinguish between duplicate and original. If a canonical URL is correctly tagged, then only that source is used for search engine indexing."Tip 7: "hreflang" - Mark up the language version of the contentIf a web store grows and expands, for example, with its products into several countries, regions and languages, duplicate content can easily arise here as well. The reason for this is that much of the content is largely identical, but in a different language, for example. "The link attribute rel="alternate" hreflang="x" tells Google that the content at hand also exists in another language and that the corresponding URL is intended for users of a certain language. Optimally, Google will then only show this URL in the search results of users of this language," explains Marian Wurm.Tip 8: Follow rules for paginationA page with a lot of information, e.g. about products in web stores within a category, is usually divided into component pages. To ensure that Google evaluates the pages as belonging together in this "pagination" and that the most important page of the product category - usually the first - is displayed in Google search, the link attributes rel="next" and rel="prev" should be used in the source code of the web page. "On each component page, the respective attribute must be specified for each link to the next or previous page. This way, Google recognizes that the pages belong together and can link them," says Marian Wurm.Tip 9: Pay attention to usabilityTo attract a buyer, you have to cater to his needs. If the potential customer doesn't find what he's looking for within a few seconds, he simply aborts the store visit. Usability is often underestimated in the SEO context - but there is a direct connection between usability and OnPage optimization. "Google includes the visitor behavior of websites as a ranking factor. If a store page has short dwell times and hardly any interaction, it will not be possible to achieve a good ranking on Google," knows online marketing expert Marian Wurm.Tip 10: Use the Google Search ConsoleTo circumvent SEO obstacles in advance, website operators can use the free Google Search Console analysis and service tool. Here, for example, new pages or content can be submitted to simulate Google crawling and rendering. "With the Google Search Console, you can have any problems on the store page pointed out and thus fix them directly," explains Marian Wurm. In addition, the website operator receives warnings if, for example, unnatural backlinks appear. The Google Search Console data is not public.

Anita Buri takes us on a 360-degree tour of a Lidl store.As part of Lidl Switzerland's new store concept, the smart discounter is using the possibilities of virtual reality technology to implement the first 360-degree store tour in Switzerland. Anita Buri, Lidl Switzerland's ambassador, gives a tour of the new store and presents the new features in person. The 360-degree video will be made available in German, Italian and French via YouTube and Facebook. Lidl Switzerland is the first retailer in Switzerland to have realized a 360-degree store tour. www.lidl.ch/360grad to see.

"The Trick" by Emanuel Bergmann is printed in sections in the commuter newspaper 20 Minuten."At a time of fascination with the digital world, it is also important to cultivate the special value of print," says Pietro Supino, publisher and Chairman of the Board of Directors of Tamedia. "The true richness lies in the juxtaposition of possibilities and in diversity. The follow-up novel in 20 Minuten can be seen as a newly conceived form of cultural promotion, and I am delighted that the idea has developed into a joint project." "The Trick" is the story of lost and regained illusions surrounding the rabbi's son Mosche Goldenhirsch. Once he was "the Great Zabbatini" who celebrated success in Berlin in 1939, today he is a grumpy old man in Los Angeles who has lost faith in the magic of life. Until he is visited by a young boy who wants to use magic to prevent his parents' divorce. A truly magical book for which Hollywood is already interested in the film rights. "The information we consume every day makes it difficult to concentrate on anything. We wanted to counter this modern behavior. Forgetting everything for twenty minutes every day and giving readers a great story - that was our joint idea. Emanuel Bergmann's "The Trick" is a novel that touched me, and I hope a few others feel the same way," says Philipp Keel, Diogenes publisher.Marco Boselli, editor-in-chief of 20 Minuten, adds: "Doing things that surprise - that has always been part of the 20 Minuten success story. With this in mind, I am looking forward to Switzerland's most innovative media brand reviving the almost forgotten tradition of the serialized novel. "The collaboration between Tamedia and Diogenes will be accompanied by a campaign to inspire readers. Slogans such as "Finally read a book again, that's the trick" or "You should never miss a good story, that's the trick" accompany the joint campaign by the commuter newspaper 20 Minuten and Diogenes. 20min.ch/thetrick to read.

1. you could swap your smartphone with someone else's for a day. Would you? And if so, with whom?
If so, I'd like to work with Frank Lang from Publicis so that I can replenish my stock of cat videos and Godzilla images.

2. what does not come to the office under any circumstances?
Employees for whom "that's not possible" is not followed by "but here's how".

3. which professional colleague would you take with you to a desert island?
My creative director Daniel Unger, as he proved to be a DJ and mood maker with great taste, in addition to a few musical blunders ("The Smurfs' song" in the morning at the agency).

4 Have you ever considered leaving the advertising industry?
Several times, but since I have not yet found a "less bad" industry, I have remained loyal to it and plan to continue doing so.

5. what do you never want to have to hear about yourself?
"He always made an effort."

6 Does the advertising industry receive enough appreciation for its work?
It probably receives as much appreciation as it currently deserves. If we want more, we have to earn it again.

7. a buzz word that gets on your nerves?
Every buzzword that describes something that has existed for a long time under an unspectacular name. And therefore actually every buzzword.

8. what inspired you to enter the advertising/communications industry?
During my IT training at the age of 15, my former principal wanted me to decide whether I wanted to work in IT or advertising. This combination did not exist in his world. Fortunately, I still haven't been able to decide on a single field and so I ended up in the communications industry by chance, as it is full of people who also don't want to limit themselves mentally.

9. is the opinion that you can't grow old in agencies true, or is that a prejudice?

The older advertisers I know have at least remained mentally young and fresh thanks to the daily agency routine. Purely out of self-protection for my own future, I plead for "prejudice".

10. what annoys you about the local advertising industry?
Too much whining and half-hearted attempts to become more digital without discarding old patterns and ways of thinking.

11. why don't you conform to the usual clichés of an advertiser?
I only wear my black scarf when it's cold outside.

12. when is there a bad mood in your agency?
When the ham croissants at the bakery are sold out again and things aren't moving fast enough.

13. what do you regret?
I didn't rely enough on my gut feeling twice during interviews with candidates. That won't happen to me a third time.

Nicola Schlup is Managing Director of the newly founded Swiss branch of Nexum. The federally certified marketing manager has been successfully combining the worlds of communication and IT for over 14 years. Nexum is the consultancy and agency for communication, interaction and transactions in the digital age. As one of the largest owner-managed full-service providers in Germany, Nexum has 130 permanent employees in Cologne (headquarters), Hamburg and Munich as well as the majority holding Nexum Agency Switzerland with offices in Bern and Basel. Nexum has been Coop's lead online agency for nine years and its clients include Swiss Post, BMW, Lufthansa Miles & More, Metro and Otto.

The "13 Questions" appear both online and in the print edition of Werbewoche.

Implementation 13 Questions: Thomas Häusermann

Martin Kall is the new majority owner of Kömedia.Köhler is thus implementing his planned succession solution. He will remain associated with the company as a member of the Board of Directors. Köhler will continue to manage the company until the planned appointment of a new CEO. Kömedia AG, whose roots go back to 1912, publishes and manages more than 30 magazines, trade journals, yearbooks and internet portals, including advertising sales for MK Marketing & Kommunikation. It has decades of experience as a full-service marketer with core competencies in publishing and advertising marketing for companies in all sectors, associations and institutions. The company will continue to grow successfully with new publishing products and mandates as well as the expansion of its digital business, and the parties have agreed not to disclose details of the sale.

The agency, which specializes in children and family marketing, surveyed 2,086 parents with children aged between 0 and 13 in an online survey in April 2016. The study is representative of families who use the internet.Smartphone use already taken for granted at an early age 13-year-old children are allowed to use their smartphone almost every day. However, smartphone use is now taken for granted even among toddlers. 50% of children under the age of one receive a smartphone once or twice a week. The tablet at home is passed on to the kids even more often: around 40% of 9 to 10-year-olds are allowed to use it every day (Figure 2). Parents place more trust in their offspring as they get older. While children up to the age of 2 are only allowed to use apps in the presence of their parents, more than half of 10 to 13-year-olds are left alone with apps.

Almost all children aged 13 have a smartphone, and many even have an additional tablet.Android beats iOSThe operating system preferred by families is Android from Google, not only for smartphones but also for tablets. Over 50% of the families surveyed own an Android tablet. There are twice as many Android tablets as iPads in German households. However, the higher the household income, the more popular Apple-branded devices are.Children love games and videosGames are children's favorite applications. 42% of them spend their time with educational games, 26% with puzzles, 24% with brain games. 82% of children sometimes watch videos on mobile devices, mainly on YouTube.Time limits more important than contentParents set clear rules for their children when using apps. 59 % stated in the survey that there are time and content rules for their children. The time factor seems to be more important for parents than the content that the child engages with. This is because 25% of parents only set rules for their children regarding time, while only 9% set rules regarding content alone.Information sources depending on the age of the parents"It is very remarkable that the age of the parents - regardless of the age of the children - plays such a big role when it comes to apps and mobile devices," says KB&B owner Rolf Kosakowski. This is because over 60% of parents born in the 1990s find out about new apps in the App Store or Play Store. For parents born in the 1960s, on the other hand, recommendations from friends are the most important source of information. The higher the household income, the less attention is paid to the information for parents - which is specific to many apps. On average, they are read by 50 percent of parents.81% of parents have never paid for an appFor a very good app for their children, 80% of parents would be willing to spend up to 0.50 euros, 40% up to 4.50 euros. However, 81% stated that they had never paid for an app before. Rolf Kosakowski: "It is surprising that creative apps (€1.60 average) and picture book/reading apps (€1.72 average) are worth less to parents than game apps (€2.09 average)."From Lego to WhatsApp - changing priorities among childrenFinally, parents were asked about their children's favorite apps. While Lego, Mouse and YouTube are the most popular among 1 to 9-year-olds, WhatsApp is the number one communication service for 10 to 13-year-olds, followed by YouTube, Minecraft and Facebook. For them, communicating with others via social networks is a priority.The age of the children determines the involvement of the parents"Apps and mobile devices have 'arrived' in families," concludes Rolf Kosakowski. "A good proportion of younger children can already be reached via apps. From the secondary school years onwards, we can assume almost 1001TP3 coverage with mobile devices. Depending on the age of the children, parents need to be involved or convinced to varying degrees in marketing campaigns."

The Internet World trade fair has compiled the most important stumbling blocks for online retailers for a store relaunch:301 redirects301 redirects are certainly the most important part of a relaunch: When URLs are changed, they ensure that the signals from the old pages are transferred to the new pages. Redirects should definitely be tested before going live.Observe Google guidelinesRequirements for the new website can be derived from the guidelines, such as encrypted HTTPS connections and accessibility. Another interesting recommendation is not to hide relevant texts, for example by using tabs on product detail pages to devalue relevant content.Check page types criticallySegment the website into different page types before the relaunch and check which parts deliver above-average and which below-average SEO results. If product detail pages only account for five percent of organic traffic, this is usually not enough. Then you should critically scrutinize your pages: Is there enough content? Are they geared towards search terms?Mobile capability and speedMake sure the website is mobile-friendly. However, it is at least as important that users can work with it quickly and efficiently. And: loading speed is also becoming increasingly important.Own brandsIt may make sense to develop a multi-brand strategy in order to cover different price segments. This may also be possible with private labels. They have the advantage that the products are not so easily comparable and customers develop a feeling for the value and the right price for a product.Use markupsStructured data will probably become even more important in the future. You should therefore implement all relevant schemas that the search engine operators have defined with the Schema.org markup language. For stores, these are e.g. Product, Offer, Review and Aggregate Rating.

After software development and project management, marketing is now also becoming "agile". Annette Bruce and Christoph Jeromin define agile brand management as an appropriate, targeted and rapid response to changing market situations. Marketing managers may be reassured by the fact that the authors do not want to abandon the mantra of continuity of the brand core and advise against actionism. Rather, their aim is to reduce the complexity of the brand strategy with a brand positioning model they have developed, the Brand-Market-Connector (BMC), and the instruments derived from it. In the first part of the book they explain the basics of the topic, in the second part they present their own approach, which they illustrate using numerous case studies. All in all, it is a solidly explained, easy-to-apply model which, despite the trendy title, does not hold any particular surprises for those with experience in the industry. getAbstract recommends Agile Brand Management to all marketing managers.getAbstract rating: 6Feasibility: 7Degree of innovation: 6Style: 5

A lot of revenue can be made from molecules in the air that sometimes burst faster, sometimes slower onto our eardrums. For example? "A brief press of the start button, followed by a dull hum with subtle undertones. It's clear to hear that the finest mechanics are at work here, loudly but refined. A gentle touch of the accelerator pedal and the engine barks out a hoarse, almost relieved bark. Once it has reached a moderate cruising speed, the ride is accompanied by a rich, satisfied hum. The propulsion only ends at 330 km/h. The sound corresponds correspondingly triumphantly with the speed. Deceleration and downshifting allow the acoustic storm to subside at some point. The "Sound of Performance" of the Audi R8 V10 is described here poetically, as is usually only the case with good wines: an acoustic statement against slowness. "The power, the acceleration, the technology of a sports car must not only be felt. You also have to be able to hear it," says the brochure.Car brands are masters of soundsHow to compose an unmistakable symphony from the intake noises of the engine and the muzzle sound at the exhaust has very little to do with pure mechanics. The target sound is developed in acoustics laboratories, which means, for example, that you can hear a Harley before you see it. It works the same way with Porsche and Ferrari. The sportiness of a vehicle is measured, among other things, by the deliberate increase in the noise level when accelerating.A lot of attention is also paid to other sounds: the engagement of switches, the operation of control knobs and window lifters, and the sound of the turn signals produced by a small loudspeaker ticking in time with the light bulb. The warm, rich sound of the door slamming finally wants to say: All is well that ends well. Check mark on it. That's a wrap.Multisensory is stronger than monosensoryAt the World Press Photo Exhibition in Amsterdam last year, a coffee-table book was presented for the first time whose photos tell a story in two senses: The fates of people from all parts of the world were not only presented visually; rather, voices, noises and music sounded out from invisible loudspeakers on the inside of the paper in an unparalleled variety of sounds.This little masterstroke, the so-called T-Book (T stands for sound) was developed at the Institute for Print and Media Technology at Chemnitz University of Technology. It gives each image a new sensitive dimension: amazement, anger, joy, fear, sadness, as the case may be. In this way, participation occurs in a much more intense way than when you just look at a picture.Why is that? Cerebrally, the multi-sensory message is preferred to the single-sensory one. If the same message reaches our brain in parallel via several senses, this creates a neuronal explosion of effect. "Buy me!" the neurons fire wildly. And every time we then use or use a sound-supported product, the anchoring in the brain is reinforced.The acoustic corporate designIt is well known that every company needs a visual corporate design. But there is still a huge gap in acoustic corporate design. Yet a unique sound world can be created for every brand. It is laid down in a sound manual. Here are the elements that go with it:

• The voice (timbre and tonality, like this: "Volkswagen. The car").
• The sound logo (Like the "Heartbeat" from Audi or the "Wave" from Intel)
• The function (signal announcing, for example, the start of the day's news).
• The leitmotif (as in James Bond films, DSDS or the crime scene)
• The music style (It must fit well with the brand and also support it)
• The atmosphere (Like when the violins sound in a love movie).

Audio branding is extremely valuable in times when every break is used to play with a tablet or smartphone. When we hear "Diba-diba-du," ING-DiBa Bank comes to mind, even if we don't see the commercial at all. And when we hear "Yippie-ya-ya" from Hornbach, we immediately think of our next home improvement project.Don'ts and Dos with online soundsSound is omnipresent on the Internet. But far too often, people only think about what is technically feasible, without thinking about the user. Suddenly, a screeching video goes off without warning. Or a product is promoted in an endless loop with an overloud voice. Nerve-wracking seconds can pass before you find the source of the noise and turn it off. However, web stores could learn a lot from the feedback processes that car manufacturers have created. A gentle woof could signal to me that the goods have actually landed in the shopping cart, a soft pling could confirm my entries for the shipping address and credit card number, and a little whoop could cheer with me when I've clicked the buy now button. "Thank you. And enjoy it," a friendly voice might finally say.Onliners learn very quickly. In real time and live, they can test what has the best effect on the user, and thus also optimize product sounds within a very short time. They are immensely open to digital innovations and for that reason alone are usually miles ahead of offline users.The acoustics and the DigitalAcoustics offers a lot of potential to resourceful founders. For example, rather than an established hearing aid manufacturer, a startup called Bragi has redefined the classic hearing aid via crowdfunding and added it to the wearables category: a smart earphone called The Dash. With it, you can listen to music completely wirelessly, measure your pulse, count your steps and, because it's waterproof, even swim.Outside sounds are played in, which protects against dicey situations on the road. Connected to a smartphone via Bluetooth, it can also be used to make phone calls and access the Internet. It is controlled by tapping or head movements. Among other things, this is extremely practical when you want or need to have both hands free. Overall, sound engineers will have their work cut out for them in the future, because many of the sensors that connect devices and machines need sound patterns. From now on, this will involve much more than clicks and clacks or beeps and pings. Every robot needs bio-sounds when it is at work. And every device needs its own sound to distinguish itself from others.

Anne M. Schüller is a management thinker, keynote speaker, multiple award-winning bestselling author and business coach. With a degree in business administration, she is considered Europe's leading expert on touchpoint management and customer-focused business management. She is one of the most sought-after speakers in the German-speaking world. In 2015, she was inducted into the Hall of Fame of the German Speakers Association. Her clientele includes the elite of German, Swiss and Austrian business. Her Touchpoint Institute trains certified touchpoint managers. Further information: www.anneschueller.de and www.touchpoint-management.de

Present on all formats and channels: Equipe AG's heartbeat campaign for the Samsung Galaxy A.Compared to traditional communications agencies, the representatives of the Next Generation are still newcomers. The field of digital communication that they work in is only slightly older, but is developing rapidly. To keep pace, digital must be in the agency's genes, and Equipe AG and Notch Interactive AG are proving that they have mobile DNA, and not just at the SDV Award. When it comes to awards for their work, both creative forges have already collected a lot of precious metal before. Right from the start, they impressed with innovative dialog marketing campaigns. Their victories at the SDV Award are therefore not surprising. What is more astonishing is the flexibility with which they forge their work in order to successfully implement complex packages of measures in a short space of time. Both scored points with the jurors of the Swiss Dialog Marketing Association (SDV) with intelligent projects on the subject of "mobile apps".Gold for "Heartbeat"The campaign for the new Samsung Galaxy A, which Samsung Electronics Switzerland launched in February 2015, stands out with its entertainment character. It also fits perfectly with this year's leitmotif of the SDV Awards "The motto of the future is entertainment". Which in no way explains why Equipe's "Heartbeat" project won gold in the "Craft: Art Direction" category, the noblest of metals. "The Samsung Galaxy A with integrated GIF generator was presented interactively and in a target group-oriented way," said Peter van der Touw from Notch Interactive on behalf of the jury. The task of making young smartphone users aware of the new Galaxy A with photo features such as the GIF generator, wide selfie and five-megapixel front camera was not an easy one, admits the Equipe team, who were "allowed to complete the job quite quickly", emphasizes project manager Tanja Birrer. Apart from the Christmas vacations, just one and a half months were available for the realization of the first interactive music video in GIF style. A masterstroke, considering the challenges behind the sophisticated engine and the microsite.Invitation to join inThe Equipe team's idea of asking users to create their own remix of the hit "Heart keeps Dancing" proved to be a hype factor. At the heart of the campaign is the interactive music video featuring James Gruntz, a perfect fit for the young target group. He and his band recorded 25 different song elements - from vocals to bass, guitar, drums and synthesizer to shaker - each with associated clips in the colourful GIF visual language. Users can switch these audio tracks on and off, with the look of the video changing with each click.For each remix version, the engine cuts a unique video from over 50 video tracks, integrates it on the campaign homepage and uploads it to YouTube. "A lot of work went into this," emphasizes Art Director Film, Luca Zurfluh. After filming, around 24 hours of footage had to be processed. On the other hand, the question of how to set up the engine so that the mixing of the tracks worked smoothly was quite complicated and time-consuming, but the effort was worth it: over 25,000 user-generated music videos are now online, 240,000 users have visited the website, and the high average length of stay of three and a half minutes speaks for itself.For the selfie generationThe "Your Heartbeat" project follows the demands that the selfie generation places on contemporary advertising. It is aimed at potential first-time buyers who will later remain loyal to the brand, but also at young adults who do not follow the mainstream, but instead follow their preference for stylish design and good value for money. However, they need to be made aware of the interactive offer. "A microsite on the Internet is nice," says Claude Eberhard, Executive Creative Director of Equipe, "but it's even nicer when lots of users come to it." In addition to addressing the target group accurately, the product features, which are very much geared towards the social aspect, had to be brought to the fore. The idea of organizing a music competition proved to be a driving force for advertising, with the ten best participants being rewarded with a new Samsung Galaxy A and the chance for their version to be voted the official James Gruntz remix on the Blick am Abend website. The advertising mix focused on popular social media channels, and the media cooperation, display ads and Facebook ads contributed to awareness and reach. "Of course, we don't act the same way for every client, but as an agency we already see digital as an entertainment channel," says Claude Eberhard and explains: "Our creative concepts are entertaining because content simply has to be consumed." Entertainment is a good way to reach people, and "if the product and brand resonate positively, they are easy to anchor in people's minds".The best of both worldsWith the successful "Campaign for UBS Paymit", Notch Interactive AG secured not only the new individual prize in the "Campaigns for Financial Service Providers" category but also silver in the "Digital: Mobile Marketing incl. Apps" category.The successful communication certainly had a positive effect on the negotiations in which SIX, UBS and ZKB as Paymit creators and other Paymit partners such as Swisscom, Raiffeisen and others agreed on a joint Swiss mobile payment system with PostFinance as the publisher of the competing shopping app Twint. The quick decision was necessary as digital heavyweights such as Apple and Google are pushing into the market with their own systems. "This gives the Swiss the best of both worlds," confirms Peter van der Touw, founder and CEO of Notch Interactive, and explains the differences: "Twint's approach was to establish the app with retailers as quickly as possible, while we wanted to build and develop the user community first with our solution." The merger of the two has resulted in a strong national solution with clear advantages over the international competition in terms of security and legal aspects - even if the Paymit Twint name has to make way.Exceeding the targetThe time pressure was high. After the pitch in December 2014 and the award of the contract at the end of January 2015, the project team had until the fall to convince 120,000 users of the Paymit benefits. But with 148,000 users, the ambitious target was far exceeded, and the viral effect ensured that their number has risen to over 200,000 to date.After the launch press conference in March, the blogger scene was initially involved as opinion leaders and multipliers, as the beta version was already usable. The campaign was created with use cases where mobile payments were needed, and the campaign was displayed on social media channels where it was most relevant in terms of target group, context and timing. Based on the findings of the social media campaign, the best use cases were then implemented in a poster campaign at selected locations with the highest relevance. A competition also acted as a trigger: "Users who recommended Paymit to five people had the chance to win CHF 10,000," says the Notch CEO, explaining the strategic approach that directly increased the community via the app."Value-oriented communication, which we do for our customers, means that you have to adapt the message to the user's context and package it accordingly," says van der Touw. However, for it to be credible and sustainable, the company, brand or product must address a topic that fits. "Clever strategies work according to the onion principle: from the core of the brand to the lifestyle."The digital DNA"Digital services, especially in the app sector, always have to do with convenience," says Peter van der Touw. If you can make something easier and more convenient for the target group in their everyday lives, you will quickly gain a high level of acceptance. This strategy ensures virality as well as entertainment. "Sending and receiving money is as easy as texting" is the slogan. "It may sound banal, but simplicity is the key to genius." Reducing messages to their core is a fine art. Challenging Existing Standards" is Notch Interactive's claim, which applies to every single work step, but above all to the standard itself. The education required for this applies in general: "We are in the middle of a digital transformation that not everyone has understood yet," says van der Touw, "if you want to be successful, you have to understand digital". Switzerland is at the beginning here, "but we are also learning every day." Nick Baer, Head of Communications at Equipe, also addresses the digital transformation: "We don't even have to talk about it, it just happens". This is why Equipe AG's claim reflects neither the past nor the future: "It's happening" provides snapshots of the challenges that the digital natives at both agencies face with a passion for mobile topics, a high degree of flexibility and a strong team spirit. These are projects that they fully support. "We take clients who are open to digital change by the hand and conquer the digital age with them," says Claude Eberhard. And Tanja Birrer emphasizes "the familiar, good relationship with the imaginative Samsung team", with whom they have won two further SDV Awards in bronze. van der Touw also praises the collaboration: "Working with a company like UBS is a real highlight." The team is extremely professional and constructive. In addition to its winning project, Notch Interactive also has a PostLogistics project to showcase, which also earned its team gold and silver. To be this successful, you not only have to be at the cutting edge, but also one step ahead.

Manor has hidden numerous Pokémon in its stores and is giving away gift cards worth a total of CHF 10,000.For everyone who’s caught the «Pokémon Go» fever or is curious to find out what all the fuss is about, Manor is offering a chance to try out this trendy smartphone game and win great prizes. Using the hashtag ##PokéManor, Manor is hosting a «monster-sized» giveaway week from August 5 to 14, centered around these Japanese fantasy creatures. Apparently, they feel right at home in the department store and are just waiting to be caught. So don’t be surprised if you suddenly encounter a Pokémon while shopping or spot one sitting in the Manora Restaurant. The little monsters are lurking everywhere, offering lots of fun and great chances to win. To attract even more little monsters, the department stores regularly activate additional lure modules in the immediate vicinity. And here’s how easy it is to enter the contest and win gift cards totaling CHF 10,000: Download the ’Pokémon Go« app, search for the little monsters in a Manor department store, and post a creative screenshot of them on Facebook or Instagram with the hashtag #PokéManor.Every day, one gift card worth 500 francs and ten gift cards worth 50 francs each will be raffled off among all participants. A list of all the products you need for a successful Pokémon hunt—including iPhones, replacement batteries, sneakers, foot care products, and much more—can be found at manor.ch.

The "Age of Me" has dawned in digital business. Today, it is almost impossible to convince customers and prospects with a standardized approach. Companies should therefore move away from traditional segmentation and consistently personalize their content and services. Arithnea names six steps with which this goal can be achieved.1. play through the customer journey. The prerequisite for a personalized approach is to know exactly where, when and how a company can reach its customers. It is therefore advisable to start by developing scenarios that map the entire customer journey. They should show all the steps that a person goes through at the various touchpoints until the goal pursued by the company is reached.2. generate comprehensive customer data. The basic prerequisite for a personalized approach is comprehensive customer data. Companies already have a lot of data in their CRM, ERP, PIM or content management systems. Tracking systems can also collect live data while a customer is using a website, online store or app. This information can also be supplemented by data from predictive behavioral targeting providers that make enriched user profiles available.3. integrate offline channels. True personalization is only possible if a company knows all of a customer's activities. To do this, it must also evaluate and integrate offline channels. There are several options for this at the point of sale, such as GPS tracking or beacon technology. If used cleverly, it is even possible to track which individual products a customer touches, picks up from the shelf or buys in the store.4. create one-to-one profiles. The combination and analysis of online and offline data enables companies to create a precise one-to-one profile for each individual customer. This not only reveals which products, topics or services a person is interested in on the company website, in the online store, on the internet in general and in the physical stores; it also allows individual preferences to be taken into account when using the individual channels, such as preferred navigation types or designs of websites and stores.5. play out personalized content in real time. Based on the one-to-one profiles, companies can use real-time decision or real-time targeting systems to personalize their content in real time. For example, if a customer accesses the company website on their tablet, it is not only optimized for mobile devices, but the page layout and content also reflect their individual interests and needs; if a customer is out and about in the city and approaches a branch, the company can automatically send them a suitable offer on their smartphone via push notification.6. continuously evaluate and improve. If the personalized approach is to be successful in the long term, companies must constantly review and optimize their offerings. This is the only way to ensure that they offer additional or different services when necessary or no longer play out content that is no longer relevant to customers. "In the 'Age of Me', personalization is the key to successfully standing out from the competition and continuing to win customers and retain existing ones in the long term," says Monika Schütz, Business Unit Manager Content Management at Arithnea. "Not only B2C but also B2B companies can benefit from this. On the one hand, professional buyers increasingly have the same expectations of user experience as in their private lives. On the other hand, the personalized approach opens up new sales opportunities for B2B companies, for example in after sales."