Switzerland is a very rich market, with high levels of internet penetration and rich cultural diversity.
However, the country has several unique quirks that you must navigate successfully in order to effectively target the market.
Here are three things that you need to get right when doing digital marketing in Switzerland.
Switzerland has four official languages. German is the most widely spoken, followed by French, Italian and finally Rhaeto-Romanic.
When creating a website targeting Switzerland, it is advisable to create content in both German and French as this will cover almost 90% of the population. Creating Italian content is only necessary if you are targeting the south-east of the country. Rhaeto-Romanic content is not necessary as almost all of its speakers have an understanding of German or French.
Be aware that Swiss-German and Swiss-French use slightly different terminology from Standard German and Standard French. Therefore, you need to localise your website content to reflect these differences.
The Swiss attach great importance to personal data protection and they are not keen on disclosing personal data online. As a digital marketer, you need to offer high-quality content before asking for personal data. Swiss customers also appreciate transparent data handling. It is advisable to use a cookie disclaimer and an imprint on your homepage as this will help to foster trust.
3. Social media
Social media is very popular in Switzerland. The most popular social networks are Facebook, Tumblr and Pinterest. However, the most common social networks that businesses use for marketing purposes are Facebook, YouTube, Twitter and LinkedIn. This means that you could see success on Tumblr and Pinterest as an early-adopter, especially if you are selling aesthetic products.
If you follow these three tips, then you’re well on your way to succeeding in the Swiss market. For more in-depth information, download our free guide on digital marketing in Switzerland.
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- Three Things To Know About Digital Marketing In Switzerland - October 19, 2017