First Content Marketing Day of IAB Switzerland starts with 200 visitors
On June 6, 2018, IAB Switzerland hosted the first Content Marketing Day of 2018. The venue, the Kosmos Cinema, reflected the connection to content marketing’s key unique selling point: storytelling.
The first Content Marketing Day was sold out. "Content marketing wants to pick up the wooed person with the best and most relevant content, instead of interrupting them with the loudest voice," says Roger Baur, CEO of IAB Switzerland. "And with Content Marketing Day, we wanted to create a platform to discuss the status quo and the most relevant trends for the Swiss industry." The conference offered know-how transfer and direct exchange with national as well as international experts.
The Content Marketing Day was opened by Andreas Fischer-Appelt, founder and CEO of fischerAppelt. He showed what influence media usage behavior has on content marketing and what implications this has for marketing. Meanwhile, Tanja Mehler, Marketing Manager, Lifestyle Brands at Olympus Europe provided insights into Olympus' strategy to push collaboration with influencers. Here, she drew the key to successful influencer marketing: passion and enthusiasm, curiosity with a certain amount of consistency, and building a community that carries the brand's values to the outside world and turns the product into a lifestyle gadget.
Tom Schwarz, Managing Director at SevenOne AdFactory, used real customer cases to demonstrate what matters in content marketing, from moving images and branded entertainment to content-driven formats and social media flanking.
In addition, Vanessa Finzer, Head of Advertising at Coop, was on stage with a successful Swiss content case: Fooby. Within a year of its launch, Fooby has already won seven awards, three of them at international level. With Fooby, Coop wants to offer its customers throughout Switzerland a unique and holistic food experience. Among other things, Coop relies on high-quality content and collaborations with bloggers, chefs and other platforms. Bernhard Brechbühl, Chief Content Officer of Energy Group Switzerland, closed the event on stage. He presented Ringier's latest content project: Izzy, Switzerland's new social media magazine.
