CORPORATE PUBLISHING On March 30, Infel Corporate Media launches its own Academy. The training program is aimed at those interested in corporate publishing and content marketing. Classes are held in Zurich, Munich or at the customer's premises. (more…)

DIGITAL PRINTTrendcommerce (Schweiz) AG, part of the Trendcommerce Group, is expanding its machine park and will be putting another continuous inkjet digital printing system from Hewlett Packard into operation from fall 2015. (more…)

Free newspapers in particular are popular with digital natives and should not be forgotten in a campaign."Not without my smartphone" - mobile devices and the Internet have become an integral part of young people's lives. The latest James study (February 2015) shows that 97 percent of Swiss young people own a smartphone. In 2010, just under half of young cell phone users had a smartphone. This development has had such an impact on Internet visits that the notebook has been replaced by the smartphone as the most-used device. The notebook in turn replaced TV, as services such as Teleboy, Netflix or free platforms such as Popcorntime gave birth to the era of "video on demand".One in two young people streams TV content several times a week and one in five already counts as "heavy users" of mobile streaming. Because TV content can be consumed anywhere and at any time, the importance of moving images is high and constantly increasing. Contrary to many assumptions, it is not Facebook that has established itself as the most visited site, but YouTube. The social media are primarily used in a complementary, parallel manner and serve as "open diaries" where young people can share content - including what they do where and when. In this way, a great deal of information is processed, evaluated and passed on in a very short time.For communication, young people mainly use closed groups. These include services such as WhatsApp, Snapchat and Pinterest. This consumer behavior has given rise to a new generation: the digital natives. They consume independently of time and in multimedia. Many companies use this behavior to distribute commercial content on the social networks. Services such as Buzzfeed and Mashable generate high traffic figures in this way. As a result, media consumption is also expanding globally. The pressure from local youth media is increasing, but also offers opportunities for niche players or new forms of advertising such as native advertising. At the same time, digital natives are hardly willing to pay money for information, which benefits free newspapers like 20 Minuten and Friday.In the right place at the right time"Young people are more accustomed than assumed to dealing with information and advertising content. They can clearly distinguish the difference between offer, product and advertising. In order to capture the attention of this target group, content must be as real and transparent as possible in order to simultaneously place the desired messages in a very direct and targeted manner," says Thomas Schrämli, Deputy Managing Director, Performance Marketing at Goldbach Interactive.Digital natives must be picked up where they are, with smartphones playing a central role. In the area of mobile advertising, there are several developments that are shaping the advertising possibilities. "Customized ads and specific targeting according to behavior, social clusters or specific purchasing behavior are becoming increasingly important here. Technologies such as iBeacons also offer opportunities in location-based marketing," explains Fabio Emch, Managing Partner at jim & jim. In this way, the target group can be addressed directly via the smartphone when they are at a specific location. This can be a store or restaurant, which then informs about its current offers. The prerequisite here, however, is that you know the needs of the target group and use the technology correctly.Position brand"Of course, remarketing is always more powerful," says Emch, citing another possibility. Repetitive targeting strengthens the branding effect and often also has a higher relevance and thus greater chances of a direct deal.The ideal case would be access to specific communities. "If you position yourself as a brand in a group, the credibility is higher and the approach is correspondingly more qualitative," says Emch. In addition, the entry hurdle for the competition is greater, which is another advantage of such a positioning.MultiscreenNot to forget advertising on YouTube. This is because young people are generally more attracted to moving advertising than to static advertising. The TV spot is also the best starting point in terms of rapid reach buildup. Here, the target group is no different from any other. Creative, humorous and interesting stories are in demand. "Since digital natives consume TV content not only linearly, but also independently of time, place and device, the challenge lies in integrating advertising on all channels," says Thomas Schrämli of Goldbach Interactive. Multiscreen advertising is therefore becoming a company's central strategy for improving the reach and contact quality of advertising campaigns. "A shift in attention towards interactive content and possibilities such as the 'Red Button' or Hbb-TV is already underway and will also allow new forms of advertising in the future, which will then in turn be taken up and used very quickly by this target group," says Schrämli. In response to this development, Goldbach Audience launched the "Best of Swiss" offer a year ago, which enables advertisers to place ads across devices in display, video and mobile with just a single booking. The network includes youth platforms such as joiz.ch, mtv.ch, ronorp.net, thatsme.ch, partyguide.ch, usgang.ch and toasted.ch. In addition, a specific thematic environment can be selected. These include car, entertainment, family, finance, game, health, youth, cooking, travel and weather.Authenticity instead of coolness"Don't try to be cool" - ingratiation, empty phrases and advertising messages are immediately recognized by young people. "Only those who appear authentic get their message across positively," explains Fabio Emch from jim & jim. This is achieved by taking young people and their values seriously and addressing them accordingly. For advertisers, this means staying informed and on the ball. Because the media landscape is changing. If you look at the changes that have taken place in recent years, it becomes clear that advertising has to adapt as well. "The link between offline and online is becoming increasingly important. You have to keep in mind that a digital native no longer separates his or her life world into online and offline. So why should marketing campaigns do it?" says Emch.MultichannelingAs part of the Adecco Street Days, where consultants on the street help young people find jobs, jim & jim has developed an app. The "Social CV Check App" collects the data publicly available on Facebook and aggregates it to form a social media CV. This allows young people to see what information can be read by strangers. "This is to make young people aware that everyone has a digital business card these days. So if you apply with a simple CV, you have to be aware that your name will be Googled," explains Emch.The campaign was communicated through various channels. On the one hand, via Adecco's blog and promotional staff on site, via flyers, various online media, PR articles in daily newspapers and, on the other hand, for post-communication with an event video. For jim & jim, multichanneling is essential. "As with a good recipe, the mix is important. Each channel, whether on- or offline, has advantages and disadvantages. The decisive factor is therefore the goals you want to achieve. Accordingly, you then decide in favor of more on- or offline measures," says Emch.The grip on the newspaperTamedia's latest figures show that investments in print media are worthwhile. "20 Minuten is the most widely read daily newspaper in Switzerland and reaches 57 percent of 14- to 35-year-olds," says Christoph Zimmer, Head of Corporate Communications at Tamedia. The appeal of 20 Minuten among digital natives is further demonstrated by its share of total users, which is 44 percent. With the free magazine "Friday," the media company reaches an even younger readership. Almost 54 percent of readers are 24 years old or younger. Unlike 20 Minuten, this publication predominantly appeals to female readers.Author: Melanie Granados