Influencer marketing is considered “advertising” or commercial communication, as are native advertising, direct marketing, sponsoring, sales promotion and public relations work. Advertising aims at influencing the audiences in their attitude towards certain offers or providers. The main purpose is the conclusion of a legal transaction (or its prevention; cf. principle of the Swiss Commission on Fairness in Advertising “SLK” No. A.3 – in German). Switzerland’s future in digital marketing looks very bright.
- At the same time, we will analyse whether the budget you allocate is well managed and well distributed.
- However, this presumption does not define when a particular post needs to be specifically labelled as advertising.
- Because in most European countries you are only allowed to send advertising e-mails with opt-in.
- Big data is set to assist company’s to make the shift towards personalised marketing measures, increasing revenue and connecting with the consumer on a deeper level.
He is considered a pioneer in Switzerland’s digital sector, and his philosophy has been instrumental in the agency’s successful growth. The Swiss advertising market was his by the full force of the coronavirus crisis in April. Only CHF 312.8 million advertising pressure – a low point for the year.
Praising a self-purchased product among followers, with neither a sponsoring relationship with the provider nor any other consideration in exchange, presumably does not qualify as advertising under Swiss law. Consequently, there is no labelling obligation in this constellation. As a result, a reference by the influencer in an existing sponsoring relationship likely qualifies as advertising.
This represents a further decrease of 29.5% over the previous month which was already showing the initial impact of the lockdown. Compared to the previous year, gross advertising pressure for April, at CHF 210 million, was actually 40.2 percent lower than in 2019. It should contain all the details your possible customers are looking for. You can receive quick feedback and you can send a quick response. It enables you to connect with your customers in a short while. Passersby spend only four or five seconds reading a billboard.
Separation Of Advertising Applies On Social Media Posts
The company should be sure the poster will reach the target customer base. Once the ad has been put up, someone from the SME should regularly check that the ad is intact and whether it has been tagged or ripped. Some days of the week are more suitable for one type of customer than another. For example, a company selling fruits and vegetables should put its ad in the edition of the newspaper which has an advertising supplement devoted to this type of product. If a restaurant wants to publicize an offer for a meal on the weekend, it should publish its ad on a Thursday or even a Friday.
In Switzerland, some advertising agencies are registered with the Swiss Association of Leading Advertising and Communication Agencies . Being registered with this association guarantees that an agency will have a certain level of quality. Although the Internet is gaining ground, newspapers and billboards are still essential tools for reaching certain customers. Here, you can read about what’s been going on in our world over the last few months. We publish new products, offers and services on a regular basis so that you’re always kept up to date. And if you happen to miss something, you can also find old updates in our archive.