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Five reasons why YouTube is more effective than TV as an advertising channel

Editorial - March 27, 2014
YOUTUBE Is advertising on internet video portals taking over from TV advertising? Platforms such as YouTube score points with their high reach, extensive targeting functions and increased awareness. (more…)

Inspiration source customer headache

Editorial - March 27, 2014
COMPANY FOR MARKETING Top speakers spoke about how successful marketing works in turbulent times at the 24th GfM Trend Conference on March 25. (more…)

Mobile search engine advertising makes the breakthrough

Editorial - March 26, 2014
MOBILE STUDY Internet use with mobile devices is increasing rapidly worldwide, as is the importance of smartphone and tablet users as target groups in search engine advertising (SEA). What specific developments are advertisers facing? And are they reacting appropriately and quickly enough? (more…)

"There's no such thing as the online "eierlegende Wollmilchsau"".

Editorial - March 25, 2014
TRENDUMFRAGE In the second part of our major survey, five more SOM exhibitors give their views on the most important trends in digital marketing and e-business. Storytelling, personalization and emotions play a decisive role. (more…)

Where is digital marketing headed? Experts provide answers

Editorial - March 24, 2014
TRENDUMFRAGE Swiss Online Marketing will take place for the sixth time at Messe Zürich on April 9 and 10, 2014. MK asked various exhibitors what the most important trends in digital marketing and e-business are. The answers show the rapid pace of change in both areas. (more…)

Politicians on social media

Editorial - March 21, 2014
SOCIAL MEDIA People who want to be elected to the Grand Council have a very different presence on social networks. A survey of candidates in the Thun electoral district revealed that some consider Facebook, Twitter and Xing to be a matter of course and a necessity, while others see no need for them.  (more…)

Networked, collaborative, cross-functional: The Touchpoint Manager

Editorial - March 20, 2014
TOUCHPOINT The customer is king. Touchpoint managers follow this motto. They are not marginal figures but are at the heart of the company and put their heart and soul into looking after the customer's interests and coordinating all customer matters. They are indispensable for the company. (more…)

Master knowledge for marketing and communication professionals

Editorial - March 19, 2014
MBA They are still regarded as the supreme discipline in the continuing education market. Executive MBA programs are in high demand and increasingly appeal to professionals in marketing and communication. Or those who want to acquire more marketing and communication know-how at this level. (more…)

Packaging shapes digital natives' shopping decisions

Editorial - March 19, 2014
PACKAGING & SHOPPING A study carried out by the market research agency Pointlogic on behalf of Pro Carton last year showed that packaging is a medium like newspapers, radio or television. A new evaluation with regard to digital natives and impulse buyers shows: These also attach great importance to packaging and are more strongly oriented towards brands. (more…)

Which brands do the Swiss trust most?

Editorial - March 18, 2014
BRANDING Consumers share their brand and product experiences with others - both good and bad. This is shown by the latest "European Trusted Brands 2014" study by the media and market research company Reader's Digest. The representative study identifies the most trustworthy brands in various product categories - without any specifications. (more…)

Event can be any

Editorial - March 17, 2014
COLUMN Let's be honest - everyone knows a bit about "how events work". But well-intentioned is not always well done. Bettina Werren (Head of "Staging in Space" at Swiss Radio and Television) explains why professional event management is important. (more…)

"Mobile advertising must increase"

Editorial - March 17, 2014
ONLINE MARKETING What does the future of digital marketing look like? This question will be hotly debated at Swiss Online Marketing (SOM) on April 9 and 10. In an interview with MK, Admazing CEO Catrin Rubenson reveals what innovations online marketeers need to be prepared for. (more…)
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