Faster and in the right beat

The speakers Jürg Weber, Stefan Gürtler and Klaus Volken (l.t.r.)Before Prof. Dr. Stefan Gürtler and Mobiliar's Head of Marketing Klaus Volken presented their views, Jürg Weber, CEO of Censhare (Schweiz) AG introduced the new Version 5 of the publication system that his company manufactures and distributes with increasing success. Customers in Switzerland today include Mobiliar, Migros, Swiss Post, Geberit, Swiss Re and a whole range of other companies.Founded in 2001 in Germany, Censhare now employs over 140 staff, 15 of whom are based in Switzerland. Around 60 percent of its customers come from the corporate sector and around 40 percent from the publishing business.October will see the launch of Version 5.0 of the publishing system with a new, browser-based user interface. The responsive design automatically adapts to all screen sizes, including smartphones. Censhare is a multi-channel system that can organize all content and automate all processes as far as necessary. An interesting aspect of the presentation by Prof. Dr. Stefan Gürtler, lecturer at the Institute for Communication and Marketing at the University of Applied Sciences and Arts Northwestern Switzerland (FHNW), on networked, intelligent corporate communication was his explanation of the importance of speed. As an example, he mentioned the delivery of individually tailored advertising on the Internet. According to Gürtler, stories will continue to beat the presentation of data in the future. But these stories can also be automatically merged and adapted to individual needs. Intelligent corporate communication creates added value when it helps to cope with complex information worlds in terms of the amount of information to be processed through connection and analysis, automation and acceleration. This complex information world must be reduced through quantity reduction as well as content, process and structure simplification. Klaus Volken has been head of marketing at Mobiliar since 2008. He spoke about the orchestration of marketing activities at Mobiliar. That means knowing the melody, setting the beat and inspiring the audience. For Volken, the melody includes clear positioning and a clear campaign idea. To get the beat right, tools are needed that create order and help with implementation. This also includes a publication system. For Volken, enthusiasm arises when the messages of external communication also reach the employees and are lived by them.