ONLINE ADVERTISING As part of the annual meeting of the Swiss Advertising Client Association (SWA), Thomas Koch, owner of the largest independent media agency tk-one1 in Germany, gave a provocative presentation on the aberrations of online advertising. MK presents five theses from the presentation. (more…)
Companies between denial and "me-too" herd instinct
Editorial
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March 13, 2014
DIGITAL In the second part of the series "Digital is not trivial", Christoph Oggenfuss talks to Dr. Marcus Schögel, Director of the Institute of Marketing at the University of St. Gallen, about the challenges of digital change and the impact on marketing and communication. (more…)
"This knowledge is indispensable!"
Editorial
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March 12, 2014
INTERVIEW The digital revolution is in full swing. At the Swiss Online Marketing Fair (SOM), interested parties can find out about trends in the industry. They will also receive a free, practical introduction to social media management and mobile business at the HWZ Hochschule für Wirtschaft Zürich stand. Ellen Girod explains the idea. (more…)
Legal doping for your performance!
Editorial
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March 12, 2014
COLUMN Nervous before a public appearance? It doesn't necessarily have to be negative. Communications consultant and public speaking coach Martina Vogel explains why stage fright can also have positive effects.(more…)
Trade show tours - Experience the innovative power of the packaging industry live
Editorial
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March 11, 2014
GUIDED TOURS What is trending? What's new in the industry? If you want to get a quick overview of the topics and products on display at "Verpackung Zürich 2014" and "Packaging Innovations Zürich 2014", the free guided tours are the right place for you. (more…)
Commuter newspapers highly popular with young people in German-speaking Switzerland
Editorial
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March 11, 2014
DIGITAL NATIVES What's important in the world? Almost half of all 15 to 25-year-olds in German-speaking Switzerland find the answer to this question most often in commuter newspapers such as 20 Minuten and Blick am Abend. (more…)
Mobile commerce: rapid increase in mobile users
Editorial
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March 10, 2014
MOBILE COMMERCE Many Swiss people already regularly use the mobile internet to buy or sell products. Accordingly, the mobile share of the total trading volume in online retail is significant and continues to grow - including at ricardo.ch, Switzerland's largest online marketplace. (more…)
"We reach the profit zone more easily than our competitors".
Editorial
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March 10, 2014
WATSON The new Swiss news portal "watson" has been online since the end of January. In an interview with MK, Head of Marketing and Strategy Steven Goodman reveals what the financing strategy looks like, why native advertising plays a crucial role and what the content should look like. (more…)
"Science meets Industry" - Finding the Key to Success Together
Editorial
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March 10, 2014
PACKAGING INNOVATIONSPresenting innovations, exchanging knowledge and stimulating cooperation: This is the motto of the "Science meets Industry" theme park at "Packaging Innovations Zurich 2014". In Hall 6, trade fair organizer easyFairs will bring developers and scientists together with packaging experts. (more…)
Blockbuster and passion
Editorial
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March 6, 2014
TV MARKETTwo new TV channels are due to launch in German-speaking Switzerland in 2014, and two were already launched last year - so the TV scene is extremely lively. What do the new channels offer? (more…)
How effective are testimonial campaigns?
Editorial
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March 5, 2014
TV CAMPAIGNS The use of celebrity brand ambassadors in marketing communication is and remains a popular marketing tool. But what added value do the celebrities they use generate for the brands and products they advertise? A study by cpi Celebrity Performance sheds some light on this.(more…)
Digital is not trivial
Editorial
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March 4, 2014
DIGITAL In the series of articles by Christoph Oggenfuss, exponents from business and research are interviewed about the digital challenges facing companies and the impact on marketing and communication.(more…)
