3 things to know about digital marketing in Switzerland

This blog post was updated on 27 November 2023.

Switzerland is a wealthy market, with high levels of internet penetration and a fascinating culture.

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.

1. Language

Switzerland has four official languages. German is the most widely spoken, followed by French, Italian and finally Romansh. When creating a website targeting Switzerland, it is advisable to create content in both German and French as this will cover 85% of the population. Creating Italian content is only necessary if you are targeting the south-east of the country. Romansh 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.

2. Culture

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 on your homepage as this will help to foster trust.

3. Social media

Social media is very popular in Switzerland. WhatsApp is the most popular social platform in Switzerland, followed by Facebook and Instagram. All these platforms are used by more than half of all Swiss internet users every month. You should use social media to communicate and engage with potential customers, and it is also a useful way of understanding and getting to know your target audience. You should aim to create content that triggers emotions in users by offering real value or a real connection with your brand.

Want to learn more?

I hope this blog post has been a useful introduction to digital marketing in Switzerland. For more in-depth information and advice, read the full-length guide here! From reading this guide, you will learn:

• the current digital landscape in Switzerland, including internet penetration rates
• the typical Swiss internet user, including their gender, age, location and online activities
• device usage breakdowns and internet speeds in Switzerland
• search engine marketing in Switzerland
• how to localise your website for Switzerland
• social media marketing in Switzerland
• the local culture and language in Switzerland
• e-commerce in Switzerland