CUSTOMER ANALYTICS The 15th Gartner "Business Intelligence & Analytics Summit 2014" took place in Las Vegas between March 31 and April 2. Around 2,300 attendees were keen to keep up to date with the latest developments and recognize trends at an early stage with the latest presentations and keynotes. (more…)
Flexibility in demand: What a modern website should look like
Editorial
-
April 8, 2014
RESPONSIVE DESIGN is seen as a panacea for adapting websites to the different screens of the user. What can this design approach really do? And where are the limits? MK spoke to various experts about the advantages and disadvantages of responsive design. (more…)
Revolution 2.0: The Role of Social Media in Political Unrest
Editorial
-
April 7, 2014
COLUMN How powerful are social networks? Social media expert Ellen Girod* on the influence of Facebook, Twitter and co. on political movements such as the Euromaidan and the Turkey protests. (more…)
Growth ahead: Mobile will be the fourth-largest advertising medium worldwide by 2016
Editorial
-
April 7, 2014
MOBILE ADVERTISING A study by media agency group ZenithOptimedia shows: Advertising via mobile devices will increase significantly over the next few years. In Switzerland, however, growth is modest by global standards. (more…)
Checking digital readiness
Editorial
-
April 4, 2014
DIGITAL is not trivial. The series of articles by Christoph Oggenfuss enters the next round. This time, Petra Jenner, Country Manager at Microsoft Switzerland, shares her views on digitalization. What are the dangers and how is Microsoft dealing with digitalization? (more…)
Reaching digital natives with display, video and mobile
Editorial
-
April 3, 2014
DIGITAL NATIVES Goldbach Audience launched the "Best of Swiss" offering for target group-specific advertising in 2013. The new "Youth" theme complements the offering. For the first time, it is possible to place cross-device advertising in display, video and mobile within a thematic environment with just a single booking. (more…)
From the spirit of optimism to viral growth
Editorial
-
April 2, 2014
ONLINE SCHEDULER Every two seconds, someone around the world starts a Doodle poll. The online appointment planner now has over 20 million users every month. With a new management team, it is set to continue its record-breaking growth, reveals the new CEO, Michael Brecht, in an interview. (more…)
A lot of movement on the screen
Editorial
-
April 1, 2014
VIDEO-ADVERTISING increased significantly in 2013. The reasons are obvious: larger bandwidths, improved technology, growing video reach and users who like portals such as YouTube. Admazing, Stailamedia, Adwebster and others report on their experiences. (more…)
Starting signal for the Swiss Packaging Award
Editorial
-
April 1, 2014
PACKAGESThe Swiss Packaging Award is entering the next round. With this packaging competition, the Swiss Packaging Institute SVI honors innovative and outstanding packaging solutions. The competition has been completely revised: the name, the categories and the jury are new. (more…)
What does digitalization mean for banks?
Editorial
-
March 31, 2014
DIGITAL In the third part of the series "Digital is not trivial", Christoph Oggenfuss talks to Marcel Hurschler, Member of the Executive Board (Finance, Production, IT) at Luzerner Kantonalbank, about digitalization in banking.(more…)
Email vs. social media: Which form of marketing leads to success?
Editorial
-
28 March 2014
ONLINE MARKETING Thanks to the social media boom, marketers have a new platform for marketing activities in addition to sending emails. But are social networks really serious competition for email marketing? MK asked four experts about this. (more…)
Customer focus at XING?
Editorial
-
28 March 2014
What XING means by customer orientationCustomer orientation at Xing or what is meant by it? Recently, a wave of indignation went through social media Switzerland after Xing sent the following message in a newsletter to all Swiss Premium members: "As of April 24, 2014, we are responding to the popular request of our customers and are switching XING membership fees from euros to Swiss francs. At the same time, we are adjusting the fees for your Premium membership."The anger was directed at the massive price increase from 77 euros to a new 155 francs per year, but also at the way it was communicated. To wrap this up in a phrase "at the request of many customers" is a bit daring. A justification is provided later and justified with the new functions of the premium service. But aren't these new functions only interesting if as many users as possible use them? Specifying career wishes, receiving references from others, profile visitor statistics, search requests, sending messages to non-contacts, etc. are functions that make the collection of complete profile data and regular use of the platform interesting in the first place. This justifies the question of the strategy to massively increase membership in Switzerland in one fell swoop and thus provoke a veritable exodus. In any case, the wave of protest was massive, with many people venting their anger and writing that they would cancel their membership. What is astonishing about all this is that XING is doing this at a time when it is becoming apparent that there is an exodus in Switzerland towards LinkedIn. User preference has clearly shifted in the last 12 months. This certainly has to do with the more international orientation of LinkedIn. But it also has to do with the fact that the free version of LinkedIn goes much further and that core functions such as the display of profile visitors or references from other users are included there.
Reto Baumgartner is the owner and member of the management board of MySign AG and is primarily involved in digital branding.
