m&kissue 8/2007

MARKETING & ONLINE

TITLE STORY Search experts for targeted targeting In just a few years, Google has grown to become one of the most important companies on the web and has reached top positions in the rankings. Soon, the new Zurich "hub" will be inaugurated. BUSINESS PLATFORM SwissEmex'07 - the new marketing trade fair The new business platform for marketing, communication, events and promotion brings a comprehensive industry overview, innovative concepts and the EmexForum. More than 300 exhibitors present themselves in five exhibition halls. LOYALTY Customer loyalty between aspiration and reality Customer cards are becoming smarter and smarter - and so are their owners. However, the claim and reality of customer loyalty programs are drifting apart. Under what conditions will card and bonus programs be suitable in the future for turning loyal "recommending" customers? AMBUSH MARKETING Allow me: Ambusher Can Ambushing do what official sponsoring does? ONLINE TRENDS KEYWORD RESEARCH Find successful search terms PROMOTION SITES Advertising with dialog effect ODMF FORUM The 3rd Online & Dialog Marketing Forum: Strong impulses SEARCH MACHINES Search engine marketing: Swiss market on the move ASSOCIATION CONTRIBUTIONS SMC Swiss Marketing

COMMUNICATION

STATE OF THE ART Riposa's strong performance for strong backs For three years now, original campaigns by Euro RSCG Dialog & Digital for its client Riposa have played a key role in making the low-interest product mattress presentable. Advertisers won this year's Swiss Dialog Marketing Award with a simple but unbeatable idea. EVENTTECHNIK Modern audio technology in large-scale use More than two million visitors flocked to this year's Züri Fäscht at the beginning of July. The official sound system for this major event shows what modern audio technology is capable of today - and how it contributes to making events unique in the sense of organizers and sponsors. ADVERTISING ARTICLE Emotional advertising messages: gift and promotional items They are perfect to say thank you to existing customers and to be remembered by potential customers. There are no limits to creativity. With special promotional items that are always new, messages can be transported in the best possible way. SPORTS SPONSORING The "natural fit" is decisive ASSOCIATION CONTRIBUTIONS Promoswiss Swiss Direct Marketing Association

COVER

8/07 Cover photo: clicdesign ag, Bern

PODCASTING

The contributions marked with a microphone are available as podcasts. These podcasts are produced by our audio partner Voiceletter.de and made available for download at www.m-k.ch/podcast.

PICTURE SERVICE

In cooperation with our partner Lautundspitz.ch we publish pictures of current events on www.m-k.ch in the section "Marketing & Communication" > Picture Gallery. You can also order photo prints.

AGENDA

All organizers are invited to enter their marketing-relevant events themselves on www.m-k.ch in the "News" > Agenda section. The entries will be checked by the editorial team before being published.

MEDEIN

INTERVIEW "Consumers will be at the controls" Christian Gartmann, Head of the "Electronic, Digital & Interactive Media" Business Unit and Member of the PubliGroupe Management Board, on allmedia marketing, Radiotele, Cinecom, the future of electronic media and their marketing. RADIO MARKETING Is competition reviving the radio business? The scene is in motion - and not everyone involved is happy about the new market player mediasense. But there is agreement that radio's share of the advertising pie will grow. RADIO DIGITAL Complex situation in the digital radio market The current radio landscape in Switzerland is very complex. On the one hand, there is the distribution of fees to the private stations and, on the other hand, the digitization of radio technology. What does the future of digital radio look like? WEEKLIES Free scoreboard hardly feel commuter newspapers Every week, local or regional newspapers with a circulation of 4.5 million copies are distributed in Switzerland. The free papers have been around for decades. There is no fear of national competition like "20 Minuten" - the advertising business is going strong. ASSOCIATION CONTRIBUTIONS SWA Swiss Association of Advertisers

EDUCATION

TECHNICAL Networking in rates The good old blackboard is stubbornly holding its own in the classrooms of training institutes. However, it is gradually being supplemented and will probably even be replaced in the future by more modern teaching aids such as beamers and complete audiovisual systems. COMMUNICATION MANAGER Successful thanks to practical training If you want to know what further training to become a communications manager entails, the best thing to do is to ask successful graduates of this higher professional examination. "Marketing & Communication" has done this and asked six women and men for their opinion. BRAND KNOW-HOW Brand technology for executives Every disintegration of a company begins with the non-fulfillment of given promises. Because every company basically only does two things: make promises and keep promises made. That's why, when it comes to their person, CEOs rely on integrity, authenticity and credibility.

READSPEAK

Let read instead of read: This option is now available to users on the homepage www.m-k.ch. There, the texts are read aloud by a computer voice after pressing the icon above.

HEADLINES

Editorial  Under discussion  Meeting Points  Source of supply index  Scene  Column