The Webrepublican Nr. 32, October 2016

02 Oct 2016 / by Simon Wüthrich / Webrepublic / Comments

A mathematician on a data treasure hunt, a health check for Swiss tourism, a big miscalculation, minus a «chat», 1245 readers, an expected open rate of 46.6% and 3 minutes 45 seconds of reading time. That's The Webrepublican no. 32.



Newsletter Teaser Image - The Webrepublican 32



  • What’s a doctor of mathematics doing in a digital marketing agency? She’s on a data treasure hunt. Adela Weil tells NZZ Campus why she studied mathematics and now works for Webrepublic.
  • Which are the 50 biggest performing marketing agencies in the DACH region? The German trade magazine iBusiness has taken a close look at the overall numbers of agencies... spoiler alert: Webrepublic is in the top 10.
  • Tobias Zehnder led two lab sessions at Digital Festival Zurich on the topic ‘Digital Marketing – Swiss Made’. He says in his blog: ‘At a time when the boards of directors of Swiss companies are going on tech safaris to Silicon Valley in search of the digital holy grail, it pays to take a local approach and celebrate successes close by.’
  • Welcome on board, Courtney and Sandra.

Offene Jobs


In China, e-commerce and m-commerce are on another level compared with Europe or the US. With this in mind, how can Swiss tourist destinations adapt their websites for the Chinese market, so tourists are able to find information, book and pay online? Meng-Chih Vogt, our specialist in performance marketing in China, put the Top 25 destinations to the test for Andreas Güntert from Handelszeitung. 


Google Now is dead. Long live Google Allo. With its chat app Allo, Google is taking the likes of Facebook Messenger, Apple iMessage, and WhatsApp head on – and may be adding an important piece to the digital marketing mosaic of tomorrow in the process. The app enables users to chat with a bot – a form of communication that millennials like to have with companies, too. It’s easy to conclude that the Allo bot will one day provide not only organic but also paid replies – good news for innovation-friendly performance marketers and SEOs.


Facebook has been criticized for miscalculations in video metrics – and rightly so. The important points to remember are: 1. The biggest players in the industry are not immune to mistakes and sometimes have to go through painful learning processes. 2. The problem appears not to be nearly as dramatic as the initial reactions suggested. 3. KPIs should always be treated with caution, and an understanding of how platforms calculate performance numbers definitely pays off.

Facebook Error, Video Metrics


Online payment is still rather cumbersome and costly in 2016. ApplePay, Google Wallet, PayPal and TWINT have not done much to change this. Now a consortium, including Apple, Google, Facebook and Tim Berners-Lee, has come together to draw up a standard for online payment. If the standard prevails, internet shopping could be safer and easier in the near future.


Are we in a content bubble? And it will burst? The Content Marketing Institute says: bubble, yes; burst, no. Instead, the trend towards consolidation will accelerate and boundaries between disciplines such as advertising, PR and marketing will continue to blur. And while platforms and tools keep marketers on their toes by disappearing as quickly as they appear, one thing remains true: only well-told, relevant stories find their audience.

Content Marketing Update


Nothing is as it was in the past: Snapchat puts chatting behind and starts selling spectacles instead. Snapchat’s Spectacles enables users to capture 10-second videos and upload them directly to the platform. Is it heading for the Museum of Failed Inventions or will it be the next Google Glass? Or are they an inkling of a future in which users are always connected to the web? One thing’s for sure: Snap is stepping up its reputation as a platform for rough, authentic content.

Snapchat Spectacles


Once again, rumors are circulating that Twitter is for sale. Besides Alphabet, Salesforce and a joint venture between ex-Microsoft CEO Steve Ballmer and Saudi prince Alwaleed bin Talal, even Disney is joining the bidding. QZ explains why the deal would make sense for Disney and imagines a world in which social networks and entertainment giants merge – a world in which (not only) Twitter could become a distribution channel for media companies...


Artificial intelligence has spat out/composed/programmed a pop song. The song is strangely familiar yet eerily different: the Sony researchers behind the project want to release an album in 2017 with exclusively AI tunes. It will be interesting to see how Spotify algorithms deal with these songs...