Reaching people with emotions and history

Editorial - 19 December 2014

MOVING PICTURE Texts are getting shorter and shorter, while images, sounds and films are taking up more and more space. It is therefore not surprising that companies are turning to moving images when it comes to their company presentation. Image films, for example, are more memorable and entertaining. (more…)

Much work for the bucket

Editorial - 19 December 2014

MEDIA RELATIONS There is probably no other communication discipline that works as unprofessionally and produces so much garbage with so much effort as media relations. The reasons are numerous: there is a lack of clever strategies and concepts, craftsmanship, multimedia journalistic thinking - and a feel for relevant stories. (more…)

Close to the target group thanks to branded entertainment

Editorial - December 18, 2014

STATE OF THE ART In order to make its "Best Friends" marketing campaign known to young people, UBS has teamed up with the TV channel Joiz. Among other things, a special TV format was developed for this purpose. Almost two million contacts were generated via various channels. (more…)

The first impression of a shipping package counts

Editorial - December 18, 2014

E-COMMERCE PACKAGING The increased demand for online stores and the convenience of consumers have changed the role of packaging. The first impression is shaped by the shipping packaging. The three online packshop operators Brieger, Rajapack and Storopack reveal what is important here. (more…)

Personalized landing pages made easy

Editorial - December 18, 2014

LANDING PAGES Websites such as online stores need simple solutions to retain visitors, because it only takes one click to go to a competitor. Dynamic landing pages with personalized messaging in real time are the do-it-yourself solution that the Swiss software developer boxalino offers for free in a basic version. (more…)

Social media - not just a matter for young people

Editorial - December 17, 2014

INTERNET USE A study by the Federal Statistical Office on internet usage shows that the use of Facebook and the like has increased significantly in all age groups since 2010. Moreover, two thirds of Swiss people already shop online. Mobile surfing via smartphone is also on the rise. (more…)

Goldbach Audience launches "GAVIN

Editorial - December 17, 2014

MOVING PICTURE The Goldbach Video Network is becoming programmatic: Goldbach Audience is offering advertising clients automated booking of premium video inventory as of January 1, 2015 and is launching the online marketplace "GAVIN" (Goldbach Automated Video Network) for this purpose. (more…)

Content marketing: Video as a guarantee of success

Editorial - December 16, 2014

MOVING PICTURE Online videos are booming and are also playing an increasingly important role in marketing. Four practical examples show how videos can be used successfully in content marketing. (more…)

Content marketing in practice

Editorial - December 16, 2014

BOOK TIP Practical tips, case studies and tools from strategy and planning to production, distribution and monitoring for successful content marketing - that's what readers will find in Marco De Micheli's new book. (more…)

Autovertising: Mobile advertising space becomes measurable

Editorial - December 15, 2014

EXTERNAL ADVERTISEMENT For the first time, the reach of mobile advertising media in Switzerland can be calculated. An ingenious system developed by the Bern-based start-up Autovertising together with the company DFRC allows the gross reach of mobile advertising media to be estimated. (more…)

Program of the third Affiliate Marketing Conference is ready

Editorial - December 15, 2014

AFFILIATE MARKETING On March 6, 2015, the affiliate marketing industry will meet for the third edition of the Affiliate Marketing Conference. Following the great interest in the first and second conferences with 150 and 220 participants respectively, the event will be held at the Zurich Kongresshaus for the first time due to capacity reasons. Some 300 visitors are expected. (more…)

"Attention, ready - Digital!"

Editorial - December 15, 2014

DIGITIZATION As part of the "Digital - from Talk to Walk" series, Christoph Oggenfuss* spoke to six experts from business and research about the challenges of the digital transformation of companies and the impact on marketing and communication. The conclusion provides interesting insights. (more…)