Awareness of the shopping day has risen from 19 to 31 percent compared with the previous year, the study shows. At 37 percent, awareness among men is higher than among women (25 percent). Of the more than 2,000 respondents, 61 percent intend to take advantage of the special offers. 94 percent of consumers who shopped on Singles Day 2020 plan to do so again this year. "Earlier studies by Profital have shown that Swiss consumers are very keen on bargains. It therefore comes as no surprise to us that Singles Day is becoming increasingly well-known and the offers are being actively used," says Profital Managing Director Raphael Thommen.

Offer search predominantly via mobile devices

Information about special offers is obtained primarily via digital channels: 77 percent use mobile devices such as smartphones or tablets for this purpose. Printed brochures play a role for 11 percent, and PCs for 7 percent. 22 percent of consumers have specific products in mind that they would like to buy on Singles Day. However, the majority (78 percent) say they want to be inspired by promotions and are prepared to make impulse purchases. Online stores and stationary stores play an equally important role. 23 percent only want to shop online, 30 percent only in stores - almost half want to use both channels. "The trend toward hybrid shopping continues," says Thommen. "The smartphone is also gaining strongly in importance - especially when it comes to shopping planning."

Price and quality decisive, sustainability and brand less so

When it comes to the question of which categories are at the top of the shopping list, it has compared to the previous year little changed: Fashion items remain the most popular in 2021: 67 percent want to stock up on clothing, shoes and accessories. Food (61 percent) and electrical appliances (50 percent) are also in high demand. A clear trend also emerges when asked about the most important purchasing criteria: While sustainability (20 percent) and the brand (19 percent) play a subordinate role, quality is decisive for 75 percent of respondents. However, big discounts are the biggest draw: For 82 percent of respondents, price plays the central role.

The Profital study examines information and purchasing behavior on Singles Day for the second time since 2020. A total of 2086 users of the Profital app throughout Switzerland were surveyed. The online survey took place between October 7 and 18, 2021.

In individual regions of China, since the 1990s, 11.11. is the Singles Day celebrated, which is to symbolize the uniqueness of singles. Through the Internet, the tradition became more and more famous. Companies are increasingly using the day to run special offers. According to Profital, Singles Day is now the biggest shopping day of the year worldwide - ahead of Black Friday.

On November 4, 2021, Rob Holub presents the trailer for his latest work, "Searching for Contact" at the Dolder Grand in Zurich as part of the largest social media marketing conference in Switzerland, the WebStage Masters. His film takes up where the Netflix hit "Social Dilemma" stops. How he came up with the topic and how the search for an answer turned out, he writes in his article on Werbewoche.ch.

The world of social media is constantly on the move. The hunt for clicks, likes and followers is endless. You can quickly get lost in the digital jungle and feel overwhelmed. I felt no different. But there is a way to navigate through the digital future.

Social media followers yes, but at what cost?

Digitization is advancing at breakneck speed. The new communication technologies are fundamentally changing our lives. The epidemic growth in time spent in front of screens can no longer be talked down and ignored. Yet somehow we can no longer do without it. For individuals, as well as businesses, it's difficult to keep up. While some social networks are disappearing, new ones are constantly being added. No sooner have you established your presence on one platform than another new channel pops up.

I felt the same way back when I was trying to build a social media following as a musician. Nowadays, musicians are not just brands, but companies in their own right. My attempt failed, however - a frustrating experience. But for sure it was because of my music, or the (too) few selfies I posted. I somehow didn't really want to show myself. Maybe you know this too?

What to do when social media marketing doesn't work? You could put even more money into advertising or consulting - or post even more selfies. With no guarantee of success, of course. In my case, severe insomnia forced me to fundamentally rethink my approach to social media.

This "communication crisis" made me ask myself what goals I am pursuing and why, and what success means to me in the first place. Shouldn't every company do this for itself from time to time? Certainly. Because in the end, it's not the followers you should look to, but your own employees. Or are they? In this case, it was myself.

The wrong enemy unmasked: a film to set the record straight

For a while, I blamed social media for my "defeat". Social media robbed me of my money, my time, my energy and left me with deep click rate wounds. I couldn't let that sit with me like that. Who wants to show themselves to the world out there with a few paltry hundred followers? No matter if bought or real.

So I came up with the idea of making a film about how damaging social media is and how it divides versus unites us socially - in the style of the Netflix hit "Social Dilemma." I was sure I was right. But there is no such thing as security. Neither in digital nor in any other life. The Corona pandemic was a painful reminder of that.

When I was editing the film, at the latest, I had to admit to myself that my critical approach was certainly justified, but somehow it was also treacherous and offered no real solution. The supposed enemy was probably not social media at all, but myself. I started to take a deeper look at the topic, or rather at my digital entrepreneurial spirit and the core of the film. Not by thinking, but by trying, by doing, by failing and trying again.

I often came to the point where I didn't know what to do. Where I just wanted to throw in the towel. Where I felt just as lost and overwhelmed as I did when I was trying to build up my following as a musician. But giving up is and has never been an option for me.

How to navigate through the digital future?

I'm not a marketing expert, nor an influencer - unfortunately or fortunately. I don't see myself as a real filmmaker either, perhaps more as a communicator or multimedia artist who asks more questions than answers. So here I am today, about to release my personal documentary "Searching for Contact" to the world. And just like with music, the question of how I'm going to do that social media following for the film comes up again. After all, as a filmmaker, you're a brand now. Quite simply, I need to build a following. Aha!

The big difference from last time is not the new algorithms and automations that technology offers me today. The difference is my new approach and adapted behavior, which will save me from sleep disturbances, among other things. I come first, then the rest, and it's absolutely okay if something doesn't work. That's the only way we learn on the path we are all on.

In today's world, it takes a great deal of flexibility and agility to survive. You should not dwell too long on something that blocks, inhibits or tires you. So perhaps there is one piece of advice I can give you and your company here. Take the uncertainties of the future as an opportunity and don't go crazy because of a few followers more or less. The main thing is to carry on playfully, preferably with a smile on your face.

Rob Holub

WebStage Masters: The largest social media marketing conference in Switzerland

On November 4, 2021, the most important social media platforms will be meeting at the Dolder Grand in Zurich. The line-up for Switzerland's largest social media marketing conference has been online since Thursday and features keynotes, film premieres, master classes and panel discussions.

The speakers from research and practice have now been confirmed. Among others, TikTok, Facebook, Heineken, Groupe Mutuel and the University of St. Gallen will share their latest insights with the audience.

Thematically, in addition to the "classic social media topics" such as social commerce, LinkedIn best practices, A/B testing on Facebook and Instagram, influencer marketing, greenwashing and sustainability communication on social media will also be discussed.

In addition to exciting keynotes, the program offers three master classes. Two of them are taught directly by Facebook, while the third is dedicated to the combination of social and SEO strategies. The program is rounded off with contributions on topics such as Gen Z, messenger marketing and podcasts.

Details about the program and the speakers as well as tickets are available at Webstage-masters.ch.

This article was created as part of a media partnership between m&k Werbewoche.ch and Webstage Masters.

This is the magazine Wildlife of the Swiss Small Animal Association, as ZT Medien, based in Zofingen AG, announced on Wednesday. The magazine had been produced and marketed by ZT Medien since 1926. In the middle of the year, however, the association sold the title to Schweizer Agrarmedien, which intends to publish the magazine independently in future.

Due to the loss of "ZT Medien's largest customer", the company now had to be "profoundly restructured", the statement continued. In addition, the loss of the printing order would lead to a "massively" lower utilization of the web press. If no other "equivalent" order is found, the company will even have to consider closing down.

Two-week consultation phase

"To protect the company", ZT Medien is therefore forced to cut a maximum of 37.5 full-time positions. The redundancies will be announced between November and June 2022. Around 50 employees are affected. This number could possibly be reduced through retirements or voluntary redundancies.

As this is a mass redundancy, the relevant provisions must be observed. There will be a consultation phase until November 10, during which employees can submit proposals on how redundancies can be avoided or limited. The Board of Directors will inform employees of its decision on November 19.

Downsizing for two years

ZT Medien AG employs 175 people. It publishes the Zofinger Tagblatt and the free weekly newspapers The Landanzeiger, Wiggertaler/Allgemeiner Anzeiger and Solothurn week out. Radio Inside is also part of the company.

Two years ago, ZT Medien still employed 240 people. The media company already cut 24 jobs in 2019 due to "structural changes in the media industry". In 2020, the company discontinued the two free weekly newspapers for economic reasons. Surentaler and Oberwiggertaler and a further 4.2 jobs were cut.

Schweizer Agrarmedien AG claims to be the largest agricultural publishing house in the country: The new owner of the Wildlife is published, among other things, in the weekly Farmers' newspaper and the monthly magazine The Green published. The publishing house also operates various online marketplaces such as Agropool.ch and Agrarjobs.ch. (SDA)

On October 21, numerous interested parties from the industry made themselves comfortable in front of their computers throughout Switzerland. The program included the presentation of the Marketing Excellence Awards. Around the award ceremony, there were presentations and insights into the marketing work behind the scenes. Prominent guests were also present.

The jury around Sven Reinecke awarded the golden arrows for excellent marketing. The winners convinced with well thought-out concepts, a lot of creativity, high-quality implementation at all levels and demonstrable success.

Gold for Geberit in the large company category

According to the jury, Geberit International and Jung von Matt Limmat worked out a repositioning that turned the professional brand for specialist tradesmen into a broadly positioned B2B2C brand. The result: an increase in reputation, 20,000 leads from the online campaign and a growing market share. For this achievement, the project "The Best of Two Worlds" was awarded Gold in the category of large companies.

LMS wins in the SME category

In collaboration with the Creative Intelligence Society, Lenzerheide Marketing and Support has launched a kingdom for bike fans. New trails, a spectacular film, an app and a clever content strategy were developed for the "Bike Kingdom" idea. The team has thus set an important course for the future and turned the winter sports resort into a successful summer destination as well. This earned them the award crown in the SME category.

The special prize for a drama without drama

Switzerland Tourism's YouTube hit "No Drama" starring Roger Federer and Robert De Niro has beaten all records. Although not a single advertising franc was spent in Switzerland, the film made the whole country smile. The campaign also met with a great response worldwide, generating 800 million media contacts. The special prize for a special marketing performance with the tennis Hollywood double deservedly went to Switzerland Tourism and Wirz Communication.

A grinning crowd pleaser

"Insurance without blah blah blah" from Smile and Equipe has captured the heart of the audience. With a likeable concept and consistent implementation across all channels, Smile has clearly left the competition behind in terms of both growth and awareness. The audience award goes to the direct insurer.

Live execution planned for next year

According to the organizers, Digital Marketing Day will be held live again on June 9, 2022. Although this year's online version was a success, the glamour and direct contact with the audience were missing, according to the organizers.

"We want to be present in the market as a modern, innovative campaign agency and competent gatekeeper for the various communication disciplines. This requires expertise and experience at all levels and in all disciplines," Thomas Löhrer, partner at CRK, was quoted as saying in a statement. "That's what makes the idea of the Myty Group so compelling from our point of view: successful lead and specialist agencies bundle their competencies and develop them further together."

With the CRK locations in Basel, Bern and Zurich, Myty will gain extended access to important regions in Switzerland. Together with The House, this will create a comprehensive platform for Swiss agency services, the release added. "I am very pleased that we can develop clients for the Swiss market holistically together with CRK and thus also further sharpen and expand our portfolio of services," said Stephan Suter, managing director of The House.

CRK - like the other agencies - is to remain operationally independent after joining the Myty Group. The aim of the agency network is to combine the most relevant disciplines in the conception, development and marketing of product experiences. To this end, CRK will now contribute its competencies as well as its many years of experience in the transformation support of companies.

With the entry of CRK, 400 employees from six agencies DACH-wide now combine their competencies in strategy, creation, technology and marketing under the umbrella of the Myty Group.

Every twentieth child is regularly physically punished at home. Even every fourth child regularly experiences psychological violence. Child Protection Switzerland has set itself the goal of changing this and is therefore committed to violence-free parenting. Now the foundation is providing children with a tool: the plush monster "Emmo".

Laughing and crying

The plush figure beams in its initial state over both cheeks. The red heart signals: I'm fine. When turned upside down, however, "Emmo" shows a sad face and a broken heart. With the help of "Emmo", children should be able to signal without words when they are not feeling well. The plush monster will also be used for prevention work in the future.

"Parents often overlook their children's feelings in stressful everyday situations, or the children are unable to put them into words. The Mönsterli helps to show children how they are feeling and parents to recognize emotional situations before they escalate," says Regula Bernhard Hug, head of the office of Child Protection Switzerland.

From Switzerland for Switzerland

The launch of "Emmo" is accompanied by a nationwide campaign. Online videos and ads on Instagram and Facebook, display banners and OOH assets introduce "Emmo.

The Plüschmönsterli is produced by the training center "Nähwerk IDM". The prototype and the first edition were produced by the non-profit organization "Social Fabric", which is committed to the work integration and training of people with a refugee background in Switzerland. "Emmo" is available at cost price of 38 francs on Kinderschutz.ch.

Responsible at Child Protection Switzerland: Tamara Parham (Head of Communications / Member of the Executive Board). Responsible at Jung von Matt Limmat: Dominique Magnusson (Creative Direction), Fabian Zahner, Jacqueline Rufener, Tobias Röben (Text), David Hanselmann (Art Direction), Romana Schmidtpeter, Philipp Siegenthaler (Strategy), Michel Nellen, Adrian Haut (PR Consulting), Andrea Braschler, Pascal Fussen (Consulting), Rob Hartmann (Executive Creative Director), Nick Schoberth (Executive Client Director). Responsible at Jung von Matt Services: Jlona Kopf, Chiara Killer (media realization), Lisa Moser (online), Fabrizio Rutishauser (image editing). Responsible at Shining: Marina Klauser, Yanik Müller, Leonardo Sanfilippo. Other external partners:inside: Ruth Knipping, Social Fabric (prototype); Maurus Zehnder (illustration); Stefan Baumann (product design).

Counteracting the shortage of skilled workers in tourism, promoting innovation in Swiss tourism companies, exploiting the infinite possibilities, bringing visitors closer to the beauty of Swiss nature - the goals to be achieved in the new degree program of IST are manifold. In the launch campaign of the new study program, partners from the industry as well as lecturers formulate these goals in various video messages.

For example, Leonie Liesch from the Association of Swiss Tourism Managers VSTM, Beat Wälti from the outdoor experience provider Zermatters, Kris Paasila from the digital destination consultants Insidelabs, Christopher Bargholz and Clemens Hauser from Rhino Innovation, and the mountain guide Ueli Arnold from ACE alpine & climbing equipment.

The campaign takes place primarily on social media, including Google. In addition, a wide variety of print subjects will be used to highlight benefits and special conditions for partners from the tourism, outdoor, and sustainability sectors. The focus is on mountain and nature experience motifs.

Responsible at IST: Nicole Diermeier (Executive Director & Overall School Director); Lory Gauch (Marketing Assistant & Campaign Manager). Videos: Mike Huber (Marketing Assistant & Production Manager, Vantage Education Group).

The pandemic clearly showed us that health cannot be taken for granted. In the summer, however, there was a renewed zest for life - a new optimism and the will not to carelessly put regained freedoms at risk. Topics such as self-determination, prevention, mindfulness, solidarity and discipline are shaping our everyday lives and our personal health today. They also have a major influence on what is expected of a health insurance company. Qualities and values such as competence, reliability, proximity, flexibility and attractiveness are what count.

"Fancy your ideal partner?"

These are the values that Sanitas' current fall campaign, implemented by Branders, aims to highlight. The aim is to further consolidate the status Sanitas enjoys among the population in this country. It underscores the insurance company's basic attitude of solidarity and is intended to convey a personal, positive atmosphere. The campaign was prepared to suit the target group and, in addition to OOH, DOOH and online video formats, can also be seen on all digital and social media channels.

Responsible at Sanitas: Kaspar Trachsel (Head of Sales and Marketing), Valentin Hüsser (Head of Brand Management), Marco Chini (Head of Campaigning and Events), Lukas Plewnia (Marketing Manager), Simone Rolli (Corporate Design Manager). Responsible at Branders: René Allemann (Creative Director & CEO), Marisa Güntlisberger (Director Omnichannel Experience), Micha Kumpf (Senior Brand Designer), Palma Manco (Senior Brand Designer), Anita Hsieh (Brand Designer), Walter Tagliaferri (Director Advertising), Patrik Bockhacker (Brand Consultant), Oliver Schmuki (Senior Editor), Martin Faehndrich (Video Journalist). Responsible at Rosas & Co (film production): Nadia Rosasco (Owner and Producer). Responsible for the image pool: Per Kasch (Photography). Responsible at Mediaschneider (Mediastrategie): Janine Nussbaumer (Client Service Director), Laura Castellana (Senior Media Consultant). Responsible at Webrepublic (Digital Production): Katja Martinello (Head of Creation), Raphaela Mangold (Client Solutions Manager).

Reto Schnaars and Philippe Surber join Ivo Bättig, Stephan Handschin, Markus Haschka and Gerrit Taaks as new partners. Together, they will define and drive the company's strategic issues in the future, according to a Unic statement. Surber and Schnaars have both been with Unic for more than 15 years in various roles.

As Client Partner and Service Designer, Philippe Surber advises Unic's clients. Joining Unic in 2005, he designed and was responsible for building the User Experience business unit. Previously, Surber held various positions at Fantastic Corporation, Firmnet and Content Bakery.

Reto Schnaars created new structures in the organization in many places. After playing leading roles in Switzerland, he institutionalized the topic of nearshoring with the Development Center in Wroclaw and is now responsible for Unic Poland as Managing Director. Prior to that, Schnaars worked on projects, project management and virtual teams as an independent contractor and as a partner at GFS Informatik.

This year, the Gfm jury was impressed by the high product value, the compatibility with all leading Swiss banks and the rapid growth of Twint over the past years, the Gfm writes in a statement. The company has succeeded in establishing itself as the leading payment app in Switzerland against global competitors such as Apple Pay and Google Pay.

With the "Annual Award of the Foundation for Marketing in Corporate Management", Gfm annually honors a company that distinguishes itself through outstanding marketing achievements. For the Gfm Marketing Award, successful entrepreneurial results are evaluated, which can be attributed to a high degree to innovative marketing strategies and effective measures.

Two women new on the Gfm board

The Gfm has awarded the Marketing Prize during its 80th General Assembly. The members of Gfm were welcomed by President Dominique von Matt at Kaufleuten in Zurich. After the annual report on the past business year, the last item on the agenda was a vote by those present on the members of the board. Andrea Kramer, Head of Marketing/Procurement at Coop Genossenschaft, and Jelmoli CEO Nina Müller were newly elected to the Board.

The following members of the Board of Directors were also re-elected for a term of three years:

• Hans-Jörg Aerni, CEO of the Wipf Group
• Christoph Brand, CEO of Axpo Holding
• Elke Guhl, Chief Customer Officer of Migros Fachmarkt
• Bea Knecht, Founder & Board Member of Zattoo International
• Michèle Rodoni, CEO of die Mobiliar
• Daniela Steiner, Co-Owner of Felfel
• Torsten Tomczak, Director of the University of St. Gallen

Johannes Berchtold has already been heading the NZZ's Brand Strategy and Management division since October 2019. "Over the past two years, Johannes Berchtold has ensured that the NZZ can fully develop and exploit the potential of its umbrella brand and product brands. Against this backdrop, Johannes has designed and implemented a new umbrella brand strategy with great success and developed a broad positioning campaign in 2020. The statement 'Journalism.' forms the bracket of the campaign and represents the greatest possible condensation of what the NZZ stands for," says Johannes Boege, Chief Revenue Officer of the NZZ. "I am very pleased that we can ideally arrange the succession for the user market with a highly valued colleague who is very well connected in the house."

Johannes Berchtold joined NZZ from McKinsey & Company, where he was Head of Communications. Before that, he worked in various functions, most recently as Chief Operations Officer at the St. Gallen Foundation for International Studies. Berchtold studied general history, political philosophy and Eastern European history in Zurich and Lausanne. After a research stay in London, he received his PhD in legal history from the University of Zurich in 2006. In 2015, he completed the Senior Executive Program at the London Business School.

Russ leaves at his own request

Johannes Berchtold will take over as Head of User Market from Milena Russ, who will leave the company at the end of April 2022 after nine years in various marketing and sales management functions to fulfill her desire for a sabbatical and then tackle a new professional challenge.

"As Head of User Market, Milena Russ has been instrumental in driving digital subscription growth over the past three years and has initiated and supported important developments in the user market, including the further development of the paywall strategy and the expansion into the German market. With her work, she has significantly shaped the user market strategy and contributed to the continued economic success of marketing," says Boege.

The social audio wave also hit Switzerland at the beginning of 2021. The voice-based further development of social media allows its users to engage in personal and direct conversations with each other. In contrast to organized online video conferences, these conversation formats, which rely more on the voice than on video, are designed to enable a relaxed conversation in which participants can take part at any time and from anywhere. It is up to everyone to decide whether they just want to listen or actively participate in the discussion.

Over the next few weeks, the news platform 20 minutes In a pilot project, audio rooms on selected topics will be set up and users will be given the opportunity to participate actively or passively in these conversations. Participants can raise their hand digitally via a button if they want to contribute to the conversation. Moderators will lead the online conversations.

With social audio, the exchange among readers, which already starts in the comments column, is to be expanded with personal conversations. The first social audio conversation on 20 minutes takes place on Wednesday at 6 pm will be held on the topic of "Why actually pay bank fees anymore? The conversation will be led by Gabriela Neuhaus and Julius Kirscheneder from Neon.

A more personal touch for the community

Startup Angle Audio has turned a clubhouse-like audio app for group conversations into "social audio as a service" in the summer of 2021. The service is designed to allow companies to embed social audio rooms directly into their own website or app to provide a face-to-face sharing experience for their community.