SOM 2013: The Internet user at the center

One of the major highlights of the Swiss Online Marketing 2013 trade fair, which took place from April 10 to 11, was the presentation by Matt Brittin, Vice President of Google in Northern and Central Europe. In his presentation, he inspired the audience with many examples of the opportunities that the Internet offers to individuals and companies, but also to society as a whole. Videos on YouTube, which was also launched in Switzerland the day before the trade fair, are particularly suitable for evoking emotions and linking them to brand messages. Here, a well-made video reaches far more users than the usual thirty-second advertising film, which is virtually forced on users.

The quality decides

Users expect high quality and exclusive content from videos on the web, which they can only see online or online first, for example, explained Heiko Genzlinger, Managing Director & Vice President Online Marketing at Yahoo! He advised advertisers to sponsor certain formats, produce videos and distribute them to various media via content syndication or develop branded content in order to increase brand awareness and appeal.

Offer the user utility and entertainment value

Dominique von Matt spoke of the "survival of the sexiest". "Without a benefit or entertainment value, users won't let you in today," said the CEO of the Jung von Matt/Limmat agency. As purchasing decisions become increasingly complex, it is the task of companies to help customers make the best purchasing decision. Employees could answer customer queries directly via Twitter or Facebook, for example. In this way, enthusiastic customers become brand ambassadors who influence other buyers.

The digital transformation of a former state-owned company

Trade visitors were given an insight into how an "old economy" company is mastering the challenge of the Internet by Patrick Comboeuf. The SBB e-business director presented the SBB mobile timetable and ticket application as a success story with a slow start but a rapid upward curve, making it the fastest growing sales channel in SBB's history. Comboeuf's lesson to the audience was to simply try things out: "If you want to be one hundred percent sure, you will be one hundred percent late."

The user as part of brand communication

"Many users today want to be a part of communication," explained Thomas Utiger from Amag in a panel discussion organized by the SDV Swiss Dialogue Marketing Association. Companies are faced with the challenge of communicating content in a way that is appropriate to the media and target group, while always offering added value and remaining consistently relevant. In addition, the online medium consists of many different channels that need to be served as broadly as possible so that a brand is also perceived, explained Dominik Sigrist from Futurecom Interactive. "The internet forgets nothing, but individual users do," he pointed out. If, for example, no communication follows a competition, the effect achieved is quickly lost.

User centric marketing - each user has their own campaign

The user-centric marketing approach is already being integrated into many successful online marketing measures today, which increasingly revolve around the user, explained Ralph Klin, Senior Vice President Online Marketing at Deutsche Post. Marketeers must constantly test and scrutinize themselves and their actions. They must constantly analyze the quality of their user data and the relevant information, deduce how well they can target the individual user in a cost-efficient manner and how they can optimize their data interpretation for the next time.

Trade visitors also received practical tips on how advertisers can get more out of their online marketing budget in the presentations given by the exhibiting companies. The topics ranged from search engine marketing, e-mail marketing and web TV to social media and mobile marketing. The special e-commerce area with its exhibitors and presentations also attracted particular attention.

Digital marketing still has room for improvement in Switzerland

In a panel discussion organized by IAB Switzerland, representatives from both media agencies and the creative side discussed who is responsible for the fact that the digital share of the media mix in Switzerland is so low compared to other countries. The proportion in Switzerland is eight percent; within Europe this is 25th out of 28, explained moderator Ueli Weber, President of IAB Switzerland. In the end, the participants in the discussion were unable to pinpoint a clear culprit, be it the creative agencies, the media agencies, the media or the clients. One conclusion was that clients need to sit down with their creative and media agencies again strategically, integrate these new areas of advertising and thus initiate a discussion: "If we don't do this together in the discussion, we will only reach the user in isolated cases."

The next Swiss Online Marketing will take place on April 9 and 10, 2014 at Messe Zürich and will occupy Halls 1 and 2.