The Webrepublican Nr. 36, February 2017

05 Feb 2017 / by Simon Wüthrich / Webrepublic / Comments

Participation in the Marketing Tag, a checklist for Google Shopping, a cornucopia of programming data, an infographic on app marketing, an attempt to tackle football lovers, 1288 readers and an expected open rate of 43.3%. All this and more in the Webrepublican no. 36.



The Webrepublican 36


  • Tobias Zehnder will host a masterclass at the Marketing Tag 17 and show how marketers with little effort can carry out a check of their digital activities and identify opportunities for improvement. Find more information on the event here.
  • What role does branding play on online platforms and what are the significant success factors? Marketing & Kommunikation asks a series of experts, including Roger Tschallener from our digital marketing strategy team. His conclusion: a solid strategy is absolutely indispensable.
  • Welcome on board: Selina (Consultant Social Media Marketing), Julia (Content Creation Specialist) and Philip (Consultant Digital Marketing Strategy).
  • We currently have 8 open positions.

Welcome on Bord


Google Shopping gained a significant amount of momentum in 2016, especially in the mobile sector. If you want to truly take advantage of Google Shopping, you need to carefully manage your data feed. We’ve prepared a checklist that helps marketers keep their data organized and up-to-date in order to avoid any unpleasant surprises.

Icon Checklist: Google Shopping Feed (789.3 KB)


Voice Search is becoming increasingly important, especially in respect to mobile. In 2016, more than 20% of mobile search queries made on Google were triggered via voice commands, and the launch of gadgets from Google Home and Alexa will encourage this development. Although Google and Amazon have dominated this topic’s headlines, another platform that has received little attention so far has gained significance: Apple – or Siri, to be more precise. Marketers should pay special attention to this, as Apple users tend to have greater purchasing power.


What is programmatic advertising? A common definition: “the purchase of ad space in real time”. Although this covers an important aspect, it hides the fact that programmatic advertising can be much more. When tracking and analysis are properly drafted and implemented, programmatic advertising can drive innovation that extends beyond campaign work. In other words, knowing how to systematically collect and evaluate data will give you a clear edge on your competitors.


For many brands, apps are an extremely important touchpoint. There is a tremendous amount of competition among apps, making it difficult to grab users’ attention. As a result, app marketing is a key aspect of promoting new features and thus reactivating users. We’ve created an infographic that demonstrates why app marketing is so important and how it works.


Despite a few controversies, Facebook is still going strong. The company published its figures this week, which exceeded Wall Street’s expectations – once again showing how it has successfully monetized mobile use. A significant contributor to its success is the photo and video platform Instagram, which has taken the bread out of Snapchat’s mouth in recent months. In the fight against smaller competitors, Facebook continues to find inspiration in the features of its challengers. The latest example: Facebook is planning to introduce photo filters that function in much the same way as Snapchat’s geofilters. This is good news for brands looking for ways to become a part of their target group’s digital creations.

NL 36_Revenue Facebook.png


Everyone is familiar with banners that look like system notifications but which navigate users to diet product websites, or self-clicking ads that reroute smartphone users to the app store. They annoy internet users and damage the web’s image as an open, commercially funded arena. Google has played a leading role in the fight against these tricks for years, and openly discusses its achieved goals. In 2016, the company eliminated 1.7 billion such fraudulent or misleading ads, and their related websites, from the internet. Thus, Google has made a significant contribution to the fact that the internet is a place where users can quickly and easily find what they are looking for, and provides advertisers with a fair and stable ecosystem on which to develop digital advertising.


The Super Bowl is this weekend, and fans of extravagant TV commercial spots (“the only genuinely creative activity involved”) are looking forward to every game break. Again in 2017, the biggest brands are putting their ads in position before the actual game day in order to ensure their costly productions reach as many people as possible. For example, GoDaddy is attempting to woo fans of popular cultural references with its meme-themed spot, while Kia is positioning itself as a cutting-edge technological provider by releasing its spot via a bot in advance. Even Google is joining the fun this year, promoting Google Home, its competitor to Alexa – a sign of how important Voice Search and the associated gadgets are for Mountain View and thus for marketers as well.


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