Frederik Ferdinand Buelacher has many years of experience in the marketing sector and specializes mainly in digital marketing. He has already worked as a Digital Marketing Specialist for the Chimney Group, as Online Marketing Manager at Sudiosweden and as Project Manager for JW Design. Most recently, Buelacher worked as Brand and Marketing Manager at Ipso Bildung.

Otfried Jarren is a communications scientist and professor at the Institute of Mass Communication and Media Research at the University of Zurich. At the same time, he is also president of the Federal Media Commission, which advises the Federal Council on media issues, until the end of September.

How have the classic media, but also the social media, coped with the issue of Corona? Is there an urgent need for stronger media promotion in Switzerland? Has the importance of social media increased again in Corona times? Is journalism still a desirable profession today? And what is the role of journalism in general in an increasingly fragmented society?

Otfried Jarren, together with Reto Lipp, analyzes today's media landscape and points out the trends of the future.

At ComSumCast journalist and moderator Reto Lipp talks to pioneering minds from the media and communications industry. The topic: How is the Corona pandemic affecting the industry? The podcast is the replacement for the Communication Summit of the ZPRG (Zurich PR Society) and the ZPV (Zurich Press Association). Due to the pandemic, the annual event at ETH Zurich is cancelled. A new episode of the ComSumCast is published every month. The ComSumCast is also available on Spotify and with Apple Podcasts to listen to. It is produced by Werbewoche.ch/m&k editor Christoph Soltmannowski.

EBL Telecom is a business unit of the energy provider EBL. The company operates cable networks in the regions of Liestal, Laufen, French-speaking Switzerland and in the cantons of Berne and Lucerne and, as a UPC reseller, offers subscriptions for Internet, TV and telephony. This includes the "UPC Happy Home" combination offer for private households, which is intended to benefit more customers in the regions served. To be able to achieve this goal, EBL Telecom has brought the Yellow agency on board.

The result is two personalized mailings. In each case, the premiums that EBL Telecom gave away when a Happy Home subscription was taken out served as a hook. In one case, it was a 55-inch TV, whose packaging became a miniature in the mailing. The second mailing staged the controllers of the Nintendo Switch, which was the premium in this offer. To mark the occasion of EM21, EBL Telecom increased the thank-you gift for the deal with the Fifa 21 video game. According to Yellow, both mailings fulfilled the objectives associated with them.

Responsible at EBL Telecom: Madeleine von Arx, Fabrice Reymond, Thomas Müller. Responsible at Yellow: Timon Wolf (conceptual designer and planner), Markus Stöckli and Adrian Gertsch (conceptual designers and finishers), Martin Schmidlin (conceptual designer and writer), Reto Meyer (ambassador).

Gamned agency, as a specialist in programmatic digital advertising, is actively engaged in spreading the expertise. To this end, the company offers regular educational content in addition to certified training in this area.

According to various Programmatic Barometerslaunched in Switzerland in recent years, each of which has demonstrated the state of knowledge in the industry, Gamned now invites you to participate in its "Culture G! Quiz" participate. The results should also reflect the maturity of the market in the area of digital advertising.

Programmatic advertising is a topic that receives a lot of attention, but it continues to cause a lot of uncertainty and questions among many players in the adtech and digital world. Gamned wants to test the knowledge of its clients, prospects and partners, as well as other advertisers, agencies, publishers and general advertising professionals, whether novice or experienced.

Participation in the "Culture G! Quiz" is open from September 1 to October 1. It consists of 20 questions on all the major topics that have moved the market in recent months: Format developments, GDPR, cookies, retail media, responsible advertising, and so on.

The five participants with the highest score will receive a gift voucher worth CHF 300. However, the agency's main aim - beyond this competition - is to gather a global inventory of current understanding on the subject of programmatic. The results will be presented after their evaluation, probably in mid-October.

One million downloads is a proud number for any app provider. "But in comparatively small Switzerland, this milestone has a very special significance," says Raphael Thommen, CEO of Profital. "The fact that we have already cracked this mark in the fourth year makes us very happy - and we want to celebrate it accordingly together with our customers."

Homage to "Cool Man

For this purpose, Profital had an advertising campaign created, including its own song: The star of the campaign is a casual bargain hunter reminiscent of the Cool Man Peter Steiner. To a remix of "It's Cool Man," the bargain hunter dances through the stores to catchy electronic beats. He points out the best bargains to customers and celebrates them in a shower of confetti.

The advertising campaign will run on social media, YouTube and the Goldbach Video Network, and the accompanying song "Schnäppli Schnäppli" can be streamed on Spotify. The campaign was launched on Monday.

Cooperation with Zurich agencies & Lidl Switzerland

Mr. Fuchs was commissioned to create the campaign. "With Mr. Fuchs, we found the perfect agency for our campaign," said Stephanie Csendes, Head of Marketing & Communications at Profital. "They immediately understood our intention and really excited us with their proposal and especially with the result." Zipmedia is responsible for the campaign's media strategy, and the video was shot at a Lidl store.

Further growth intended

For Profital, reaching the million mark is no reason to sit back and relax. The company intends to further consolidate its position in the market with personnel reinforcements in the marketing and campaign team and new advertising formats such as the sampling solution and the Hero banner.

The tool measures the speed for uploads and downloads, the time it takes for a data packet to travel from start to finish and back, and in the case of mobile communications, additionally the strength of the signal received by the cell phones from the antenna, the Federal Office of Communications (Bakom) announced on Wednesday.

This would enable customers of the three major Internet providers Swisscom, Sunrise UPC and Salt to better assess whether the quality of Internet access meets their expectations. In addition, comparisons with other countries are also possible. The measurement tool is available on Networktest.ch or as an app. (SDA)

According to a joint press release, the trio wanted to set a milestone in digital marketing for the project from the outset. Resource-saving measures were preferred and all processes were digitalized. The created Project website included a variety of features and integrated tools designed to give prospects a unique experience from the first contact to the submission of their application.

In the Navigator, users can view the position of the sun in their future home and the view by day and night, furnish their new home directly or even start a 360-degree tour. A virtual or real viewing can be easily booked in the booking tool, and the application is made with just a few clicks via the website.

On the communication side, a lot of work was done with marketing automation so that the customer was regularly fed with information that was of interest to them. According to the trio, local videos also generated enormous traffic on the website and, nine months before occupancy, an occupancy rate of almost 80 percent.

Responsible at Admire: Oliver Hofer, Benjamin Thoman, Kevin Freitag, Boris Aebi, Victor Zollikofer, Melanie Hählen, Vincent Kauter. Responsible at Tend: Gabriella Acquaviva, Fabian Halter. Responsible at B-VR: Oliver Grimm. Responsible at holder: Roberto Carusone.

LSA member Jung von Matt Impact specializes in strategies for data-driven marketing and works for clients such as Ovomaltine, VZUG and TCS. With the three new additions Ladina Baumann, Marina Kostrova and Thomas Eccel, the performance marketing and media agency aims to strengthen itself with even more expertise in important media disciplines as of September.

"We see ourselves as a sparring partner and trusted advisor for our customers, always one step ahead. This is made possible by our competence in not seeing media in isolation, but always in interaction with creation and communication. Ladina, Marina and Thomas complement our team perfectly in this respect thanks to their great expertise," says Benjamin Herz, Managing Partner of Jung von Matt Impact.

The new Head of Media Strategy Ladina Baumann has many years of experience in the media industry and previously worked for several years at Mediacom Switzerland, most recently as Communication Planning Manager. In this role, she led the consulting group and was responsible for strategy development with clients.

Marina Kostrova starts as a Media Consultant and was most recently a Digital Media Consultant at Mediaschneider. Before that, she was Online Marketing Manager at Angela Bruderer, where she was responsible for planning, implementing and monitoring cross-channel social media and performance campaigns.

Thomas Eccel starts as SEA & Analytics Consultant at Jung von Matt Impact. He most recently worked as SEA Subject Matter Expert for Google and optimized Google Ads accounts in Europe in this role. Thomas is a Google Ads and Analytics expert and will strengthen the Jung von Matt Impact team from Lisbon.

1. social media platforms

Social media platforms are the shortest and most direct way to communicate with your target group. The focus should always be on added value for the followers. Social media platforms are also ideally suited for unusual advertising concepts. Meanwhile, there is also the possibility to get in touch with users live. The possibilities offered by social media are diverse and a powerful advertising tool in this day and age.

2. on the pulse of time

We live in fast-paced times. If you don't maintain your social media channels, you let them wither away. Followers should always be up to date and informed about the latest developments in their own company. If you only use social media now and then, you will quickly lose contact with your customers.

3. know target group

The best advertising is useless if it reaches the wrong people. To be able to place targeted advertising, it is important to know your target group exactly. If you know how they think, you can also create customized advertising campaigns and target the desired audience.

4. network with other entrepreneurs

Competition stimulates the market. That may be true, but individual companies can nevertheless benefit from each other. Instead of seeing other companies as competition, you should see them as competitors. You can learn something from some and integrate ideas into your own business. With others, even cooperation can be beneficial.

5. search engine optimization

The best content is no use if you can't find it. SEO is therefore a useful means of generating more reach. Although the Google algorithm still remains a well-kept secret, proven strategies have been established over time with which you can improve your search results.

6. classic advertising

The digital world offers unimagined opportunities. Classic advertising is often disregarded in the process. But it can be extremely profitable, especially for regional entrepreneurs. Distributing flyers, hanging up posters, exchanging information with the community/city are just a few of the many ways to increase your reach. Also a newspaper report in the regional press is never wrong.

7. integrate all components

To ensure that success does not depend solely on chance, it is important not to focus on just one advertising strategy. The interplay of all the options ultimately determines success or failure. Those who make maximum use of all the resources at their disposal will achieve the best results. Over time, you gain experience and see which strategies work better than others. Then you can still shift your focus and concentrate on the strongest drawing cards. Still, you shouldn't rule out other possibilities per se.

Conclusion

A good marketing concept is particularly important for newcomers. How can I best reach my target group and which advertising materials can I use? The more mature your concept, the more successful it will be in the end. Therefore, it is important to deal with this topic at an early stage.

* Kemal Üres is the founder of the Daily You - Eat powerful gastronomy chain and a partner at Eisberg-Seminare GmbH Hamburg, working in the field of personality development and mental training. He shares his experiences with other young entrepreneurs.

The Swiss startup scene is also considered very active and progressive in comparison with other countries. For example, the number of financing rounds for Swiss startups increased by 14 percent in 2020. The bottom line is that, despite the pandemic, a handsome sum of CHF 2.1 billion flowed into Swiss startups in 2020, even if the record figure for 2019 of CHF 2.4 billion was narrowly missed. According to Avenir Suisse, around 50,000 new companies were added to the Swiss commercial register in 2020, which was 5 percent more than in the previous year.

APG|SGA will be part of the "Nurture" program from the beginning of September 2021. Under this program, young companies will have access to mentoring in the areas of marketing and outdoor advertising, data insights, and APG|SGA offerings. The aim is to enable the startups to gain visibility in the public space through consulting and a comprehensive range of OOH products and thus develop into "full-grown" market participants, as APG|SGA writes in a statement.

Responsible for "Nurture" within APG|SGA, as well as for international coordination, is Marc Eberhart, who performs this function in addition to his duties as Key Account Manager. Eberhart has been with APG|SGA since May 1, 2021, worked for more than ten years in various media agencies, and has a great deal of expertise: "I'm very excited to bring Nurture to the Swiss market and to lead the innovative startups to success with comprehensive consulting through to successful and individually assembled out-of-home media solutions." Eberhart is assisted by a dedicated core team with various areas of expertise, which takes care of the individual elaboration of customer solutions for startups.

The COVID 19 pandemic and the accompanying government decrees rigorously curtailed the Swiss entertainment and media industry. Industry revenues fell by 4.6 percent to just under CHF 17 billion. Particularly hard hit were the cinema
(-65.5 percent) and radio and music (-32.9 percent). By contrast, over-the-top offerings and video games benefited, with revenues up 34.6 percent and 15.6 percent, respectively.

These sectors will grow steadily after the pandemic, while cinema and music and radio are already expected to show exceptional growth of over 20 percent this year. The E&M sector is thus proving to be extremely resilient, even in comparison with other European countries and the Swiss economy as a whole. Both the latter and the E&M sector are recovering quickly from the crisis, with E&M revenue growth culminating in an increase of 5.3 percent in 2022 and then steadily approaching pre-pandemic growth levels until 2025.

Print revenues continue to decline

Nearly two-thirds of E&M revenues come from consumer spending. These fell by 2.2 percent last year, but are already rising again in 2021 and will generate revenues of CHF 13.6 billion in 2025. B2B revenues were less affected by COVID-19, falling by 1.6 percentage points. In the long term, revenues will continue to decline, due to the ongoing shift from print to online. Finally, revenues in 2025 will still be less than half of what they were in 2016.

Technical innovations help advertisers out of the crisis

The advertising market is closely linked to the economy as a whole and, with its fluctuations, also strongly influences the E&M growth rate. Last year, advertising revenues fell by 9.5 percent. B2B, radio and music, and OOH were hit hardest. But TV advertising also suffered, as major sporting events in particular, such as the European Football Championship and the Olympics, were postponed.

By 2025, the report predicts a recovery in the situation and a growth rate of 5.3 percent. The pandemic simultaneously accelerated the digital transformation and let the share of spending on online marketing rise to a new high of 58.7 percent. In the future, online advertising will continue to dominate and new developments such as 5G or virtual reality will further increase the interactivity, personalization and reach of this form of advertising.

New advertising opportunities are on the rise

Advertisers are increasingly struggling to reach young consumers through traditional media. This is why platforms with young users such as TikTok are suitable, as they hold increasingly greater potential thanks to new, advertising-friendly features. The same applies to video games, where the emerging e-sports scene is creating diverse sponsorship opportunities. Until 2025, online video marketing will remain the most important monetization model. However, revenues from cloud gaming are expected to grow strongly and video platform operators will promote this area relatively aggressively.

The report "Entertainment & Media Outlook 2021-2025" by PwC Switzerland provides detailed insights into the impact of the COVID 19 pandemic on the entertainment, media and advertising industries in Switzerland. It examines the affected sectors, classifies them and provides estimates for the further course up to 2025.

The six-week period is designed to foster nationwide discourse on digital concerns, focusing on two core areas: Learning and co-creating the future through open dialogue.

"So far, we have been able to implement a new concept for the Digitaltag every year. The needs of the population, but also our mediation role, which we perform with the action day, have changed: From experiencing the digital world with the help of important encounters to the development of digital skills," explains Diana Engetschwiler, overall responsible of the Swiss Digital Day. "For the first time, new digital skills can be acquired, visions developed together, and questions of an increasingly digital future discussed over several weeks in hundreds of learning and dialog activities."

Mastering digital transformation

Digitaltag learning events are all about skills for a digital future. From panel discussions to workshops and learning labs. Free online and offline courses are offered in all regions of Switzerland, where a specific digital competence can be acquired in 45 minutes each. More than 150 such courses are available on various topics. The format is accessible to anyone who wants to become more digitally confident and future-proof - from digital newcomers to digital natives.

In Lausanne, for example, children between the ages of 8 and 14 can create their first animations and discover the possibilities of programming; in Lucerne, you can learn how to turn your smartphone into a practical travel companion, or find out how to recognize ethically questionable applications of artificial intelligence in an online course.

Hackathon by and for women

The hackathon offers another learning opportunity "Herhack" by women for women, which will take place on November 6 and 7 in Zurich. With 250 women, it is set to become the largest women's hackathon in Switzerland. All women aged 18 and older who want to take their first or next step in the technology industry are eligible to participate. Regardless of prior knowledge, background knowledge and programming skills, the goal is to implement a sustainability idea related to the Sustainable Development Goals (SDG) of the UN Agenda 2030 in just 36 hours. Registration is free of charge.

Expanding the digital horizon in open dialog

Digitization is perceived very differently and triggers mixed feelings about the future. In order to make these different views heard, more than 30 dialog events are also being held throughout Switzerland. No prior knowledge is assumed and everyone should have their say.

The aim is to give participants a voice and to promote collaborative exchange. At the same time, it is also intended to promote the ability to act for a digital future. At the Aargauer Kunsthaus, interested parties can discuss the influence of digitization on political participation; in Zurich, they can exchange ideas about future-relevant skills and the hybrid workplace; or take part in a speed debate hosted by the Youth Council in Nyon.

An overview of all learning and dialog events during the six weeks leading up to Digitaltag is available at Digitaltag.swiss. The events are all free of charge, registration is usually required.

Shortlist for StartupBattle published

Also new is the Shortlist for the StartupBattle fixed. Presented by Innosuisse, the Pitch Award, which honors the best innovation of 2021, is organized by Digitalswitzerland in collaboration with Sictic. Of the more than 70 applications, 15 startups have pre-qualified, one of which will be chosen as the winner of 10,000 and 25,000 Swiss francs in AWS credits at Digitaltag.