How does successful digital marketing work?

The speakers Oliver Lutz, Marketing and Communications Manager blogWerk, Fiola Foley, Communications Manager BMC Racing udn Sandro Albin, COO Adwebster with MarComSuisse President Matthijs Ouwerkerk.Oliver Lutz, marketing and communications manager at blogWerk, kicked off the event. He presented content marketing as a suitable alternative to traditional advertising, which is expensive and hardly measurable and also does not reach the customer well. It is important to develop a strategy and, for example, to determine at which touchpoints the customer is to be addressed. Finally, a clean evaluation is also crucial, e.g. an audit of one's own website and other presences, a comparison with competitors and the use of tools such as Google Analytics and Buzzumo. As a third tip, Lutz mentioned the clear setting of goals that go beyond the quantitative measurement of likes and shares."Curation" instead of own contentIn the second presentation, Fiola Foley presented the strategy of BMC Cycling. Her challenge: In the course of a restructuring of the company, the marketing strategy was also adapted. BMC is present on various social media channels. The most important platform is Facebook, but Youtube and Instagram are also used successfully. As a rule, the content on Youtube and Instagram does not come from BMC itself, but the company only acts as a "curator".Targeting is essentialFinally, Sandro Albin concluded his presentation by trying to shed some light on the complex world of online advertising. Among other things, he emphasized how important it is today to target users online as precisely as possible. There is not only the possibility of placing advertising in a specific topic area, but also, for example, adapted to a specific time or with precisely defined view contacts.More forums plannedThe association founded a few months ago MarcomSuisse plans to hold five to six such forums per year in the future. The next event will take place in February 2015, again at the Härterei (Maag Halle) in Zurich.Author: Simon Wolanin