The Webrepublican Nr. 27, May 2016

01 May 2016 / by Simon Wüthrich / Webrepublic / Comments

A paradigm shift in digital marketing, Swiss brand name items on Chinese e-commerce platforms, a powerful hormone, a ten-year plan, bots instead of call center staff, 1156 subscribers and 2:50 minutes reading time. That’s Webrepublican No. 27.




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The industry is working at a feverish pace to improve the quality, security and cost-effectiveness of display advertising. An incident at shows how important it is to use up-to-date technology and to have strict quality assurance processes in place.


Some big Swiss brands have unexpectedly found their way onto Chinese e-commerce platforms. This isn't necessarily a bad thing; on the contrary, it reflects Chinese consumers' demand for high-quality Swiss brands. For up-and-coming Swiss brands, this kind of unofficial presence may very well pave the way to success in China, as Tom Hanan explains in Handelszeitung (in German).

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A buzzword on everyone's lips in recent years, “storytelling” may seem a bit tired. Nonetheless, it's imperative that marketers understand just what this technique has to offer, because the human brain is designed to record good narratives – thanks to oxytocin.


Facebook and Google are hoping to use Instant Articles and AMP to shape content such as blog posts for the mobile Internet age. Although this is certainly being embraced by most marketers, it still hasn't spurred much in the way of real action. So it's the perfect time for early adopters hoping to get an edge on the competition for the mobile Internet.

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At the recent Facebook F8 Conference, Mark Zuckerberg took the industry by surprise with a visionary and plausible 10-year plan for the social network. If you don't have time to watch the entire 80-minute keynote speech, here's a summary of the eight key points.

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A key topic – and not just for Facebook: messengers and bots that are designed to radically enhance the benefits of a platform for users and marketers (in German). A look at Asia proves that Facebook is certainly on the right track but still lags behind the global competition in this region. KLM, for example, succeeded in using WeChat for its customer service activities in China.


Drone racing perhaps marks the inception of the first new mainstream sport of the internet age. Videos of the scene's most famous trick pilots like Charpu attract millions of views, whereas it's much harder to fill stadiums with fans. ESPN is now getting into the business and hoping to give the sport the leverage it needs to make its breakthrough.