Context Marketing: IKEA case study

During tough times for all of us consumer behaviours have changed and are going to continue to change. E-Commerce is booming during Covid and it’s crucial to provide your customers a seamless and positive post-purchase experience.

Let me share with you a great example from the furniture giant IKEA.
IKEA learnt there lessons from the past and today the company provides a positive post-purchase experience that drives not only more online sales but also more sales in general for the company.

What did they do?

IKEA bought a startup company called TaskRabbit, where customers can hire an independent handyperson to pick up, deliver and assemble your furnitures using the TaskRabbit app in real-time. 

Isn’t that wonderful?
IKEA found a way to meet consumers at the exact moment when they immediately want to achieve their goal and this is context marketing at it’s best.
Today, successful companies that enjoy consistent growth are those who stay focused on crafting continuously experiences across the entire customer journey. 
Be one of them and remember, as long as the Matterhorn stands, everything is going to be alright.

Greetings from a Swiss mountain guy;-)
Claude Oggier

More marketing questions? Call me at 0041-78-637-4314 and I am happy to help.

Sources:
https://www.taskrabbit.com/ikea
https://mathewsweezey.com/books/

June 24, 2009, The day marketing changed forever

June 24, 2009, marks the day when private individuals – not brands, not businesses or traditional media outlets – became the largest producers of media in the world.

That day certainly felt like any other day for you and me but what happened is a game-changer for marketing, especially in a world where more and more people dislike advertising. 
And I feel guilty to some extent as a marketer to continue to try to get people’s attention with intrusive marketing such as ads in Youtube videos for example.

But I am committed, committed to change and to rethink what we do, how we do it, and to put the customer back in the center of everything we do in marketing to simply break through the noise and to motivate the consumer to act.

Mathew Sweezy describes in detail the context marketing revolution and I can only encourage you to join the revolution in helping consumers at each stage of their journey to achieve their goal in the context of their moment.

I hope this resonates with you but remember, as long as the Matterhorn stands, everything is going to be alright.

Cheers people, have a lovely day and talk soon again.

Source: June 24, 2009 – Limited media era vs infinite media era

Algorithms drive the media

Fact is that in today’s modern world, it’s not the marketers who are in control. It’s the algorithms.
Algorithms, also called artificial intelligence are in the driver’s seat and help consumers to try to make sense of making a decision, to take an action or to make a purchase. They act behind your screen, providing you a personalized experience and ensure that you get what you want when you want it.
Which basically means that people are only motivated to make a decision or to take an action if they feel guided along the journey in a personalized way.

Now, how do you make this happen as a marketer?


You need to craft experiences instead of marketing messages. Experiences that are available, permissioned, personal, authentic and purposeful. Mathew Sweezy covers all five elements in detail in his new book called “The context marketing revolution” and I’m going to provide you with more insights from his book in my upcoming videos.


So stay tuned but remember, as long as the Matterhorn stands, everything is going to be alright.


Well, people I’m saying hi from the beautiful Swiss mountains where I spend a lovely holiday. Well, I hope you get a chance to enjoy a lovely holiday soon too.


So stay safe people and I talk to you soon. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

Context marketing is the new marketing

Loving marketing, I recently had a chance to listen to Mathew Sweezey, the author of an inspiring book for any marketer called the Context marketing revolution. His speech definitely confirmed my beliefs, that if you want to achieve high performances today in business, you need to be more human and find new ways to connect with your ideal customers.

The book is full of practical insights and how marketing works today. And the first takeaway is, if you recognize and accept that the marketing has transformed, you already halfway there.

What I also found very interesting in the book is the idea of the customer journey, which is not new, but what is new is the way we must approach, manage, and use it. Brands must embrace consumers freedom and realize that they feel most motivated when they are guided along their own journey. Accepting that consumers are in control, and the need to create personalized journeys are the new fundamentals.

Hopefully, this resonates with you and I will be sharing more insights from the book for you very soon. So stay tuned.

Have a great day and I’ll talk to you soon.

Bye, but remember, as long as the Matterhorn stands, everything is going to be alright.

Cheers, people.

How to apply a human-centered marketing approach

Marketing is complex today and in times where we are moving towards a subscription-driven, emotion-driven, ad-free, big brand loyalty-free world, it’s just getting harder and harder to build relationships with people.
I bet you agree with me and today companies and the marketing firms need to learn the new rules to attract prospects, to convert creativity, content, and conversations into valuable customers.

A human-centered marketing approach addresses exactly this problem where you need to ask yourself;

How can you help somebody by doing something that is important to them?

Let me repeat it. How can you help somebody by doing something that is important to them?

The next step is to keep the conversation going by creating a helpful user experience that brings them closer to make a decision at each stage of their journey.
This is creating human impressions instead of advertising impressions and imagine how much more efficient your marketing would be if we all applied a simple human-centered marketing approach.

I’m Claude Oggier and my goal is to serve and help companies to make better marketing decisions.

I hope you find this useful and please share this message has I think it’s important for any marketer to embrace a more human-centered approach in a marketing world today.

But remember, as long as the Matterhorn stands everything is going to be alright. Well, cheers people from the Swiss mountains. It’s just a beautiful, sunny winter day and I’m just very grateful.

Talk to you soon again. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

More marketing questions? Call me at 0041-78-637-4314 and I am happy to help.

The Power of Small Data vs Big Data

Hi people and hello from Lausanne. The city I moved to, let’s say in the 20th century but honestly, it still feels like it was yesterday. It’s just incredible how time flies.

Today, I would like to share with you my point of view regarding the hype around big data or machine learning. I mean, yes, big data offers a valuable but incomplete solution. Harvard Business Review studies and Martin Lindstrom, a branding expert and book author of small data agree that to fully understand your customers, you need to integrate both big and small data.

The power of small data is in teasing out clues to what consumers really want by spending time in focus groups listenings online research communities or most effectively, homes watching.

Martin Lindstrom says further; “intriguingly, we’re now turning the tables on the internet by circling back and finding human, not digital insights about ourselves based on our own unconscious online behaviors.”

Without understanding how your customers think, feel and act, you are unable to deliver an exceptional experience. Bottom line, today if you want to make the right decisions for your business, both small and big data combined, need to be applied in order to enhance the customer experience.

Hopefully this video is valuable to you. And as always, don’t be shy and reach out to me to discuss your marketing challenges. I would be more than happy to help.

But remember, as long as the Matterhorn stands everything is going to be alright.

Well people, cheers from Lausanne and I talk to you soon again from another great location. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

More marketing questions? Call me at 0041-78-637-4314 and I am happy to help.

My 5 star​ hotel experience on the Seychelles Islands

Hi people,

I’m saying hello from beautiful Lausanne, the Olympic Capital which is home to 57 International Sports federations. I mean, being a big sports fan, this number is really impressive. Plus, Lausanne has been rated the world’s best small city by Monocles ‘Small Cities Index’.Wow, congrats Lausanne.

Loving marketing, I thought to share with you today my five-star hotel experience on the Seychelles Islands where we recently celebrated our 10th wedding anniversary.

It started with a warm welcoming cocktail with a spectacular view. Then when checking-in into our room, there was a lovely welcome message, champagne, fruits and decoration of two swans made out of towels laying over a bed of roses. In the evening, when we came back from our day trip the bath was filled up and covered with local flowers. One day we had a surprise breakfast at an amazing location and private service.

I mean, overall, you would say, well, that’s the kind of service that you would expect from a five-star hotel, right?

Yes, but I believe the reason why I felt treated like a king was obviously the wedding anniversary, but also the friendliness and the joy of life of the staff people. They were always saying hello with a warm smile and I just felt they really really cared about me having a fantastic and delightful holiday. Honestly, I really did. Thanks again to all the people there.

To me people, this is today’s marketing in a digital world where you need to create emotions, that delight the customers, the customer’s journey. Small details can have a massive impact on your customer experience. Care about your people and put the human element back at the center of everything you do.

Well, I hope this was useful and I would like to know what are you or your brand doing today to delight your customers?

I would really love to hear from you. Leave a message, don’t be shy in the comment section.

But remember, as long as the Matterhorn stands, everything is going to be alright.

Cheers people from Lausanne. A beautiful city and I talk to you soon again from another great location. Cheers. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

More marketing questions? Call me at 0041-78-637-4314 and I am happy to help.

We over-invested in digital advertising: Adidas Case Study

Hi people,

and a warm HELLO, well, rather cold one from the Swiss mountains, where I’m enjoying the first ski day of the season with my kids. A couple of runs are already into our legs and it’s just beautiful up here.

But I just wanted to take a minute with you to share insights I found regarding the sportswear company Adidas and their statement which says: “we over-invested in digital advertising”.

I mean, what does this mean?

For years, Adidas had the understanding that it was digital advertising driving e-commerce sales and as a consequence, their advertising split was 23% into brand and 73% into performance. Their attribution model was based on the last-click but it did not do any brand tracking. Their focus on efficiency over effectiveness lead to KPI’s on how to reduce cost rather than what was in the best interests of its brands.

I mean, what did they change to address this problem?

Adidas introduced a new campaign framework, with emotional brand driving activity at the center, and with a focus on generating again brand desire, creating desire by connecting with consumers around major campaigns three or four times a year while at the same time running advertising with a rational message.

This brings me to the conclusion that you or your brand, you need to create meaningful experiences that appeal to your customers. Because both brand awareness and performance campaigns, they need to coexist in order to maximize sales.

Well people, I hope you find these insights useful, and I would, as always, love to hear from you. Leave a comment about your marketing challenges, and let’s get the discussion going.

But remember, even in the beautiful Swiss Alps and there’s not the Matterhorn in the back, as long as the Matterhorn stands, everything is going to be alright. Well, cheers people, I need to go and catch up now with my kids. They’re already ahead;-)

Cheers. Talk to you soon again from another great place. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

More marketing questions? Call me at 0041-78-637-4314 and I am happy to help.

Is technology hurting your marketing effectiveness?

Hi people,

I hope you’re doing well and I’m saying hi from a viewpoint I visit frequently during summer when I go cycling. I mean, look in the back. It’s a spectacular view today over lac léman (Lake of Geneva) and the Alps where it’s foggy today. And it’s just great to be above the fog and I feel very grateful.

Now people my question for you today is do you have the feeling that your marketing campaigns are less effective than they used to?

Do you have the feeling that your marketing is falling behind?

Well, I believe a problem today is the abusive use of technology where too many marketing messages have forgotten the human connection or human element. Everything seems to be programmed and automated by marketers, who seem to have forgotten about what makes actually good sense. It’s simply annoying, it provides mediocre results and simply we must do a better job if we want to keep people’s trust in our products or services.

And here is my take on what we should do.

Marketing to digital natives has to be consensual. I’m feeling concerned and I believe you too. Therefore marketing, in general, has to be consensual.

Somebody at the top of the organization needs to declare that building trust in a more human way is a top priority.

Make the success of your customers be your most important KPI.

Embrace technology and make the consumer path to your product or service fast and easy. By all means, use artificial intelligence to accelerate and automate repetitive processes.

Provide customer service value by informing consumers on their order status or to students about their program progress.

Create ongoing conversations with your biggest fans and stay relevant in the consumer’s eyes when they decide to make a purchase.

Last but not least, brand building and building trust with consumers has never been more important than today. People want to be respected, don’t abuse people’s trust with technology.

Well, I hope you enjoyed these insights and I would really love to hear from you about your marketing challenges.

But regardless, remember, as long as the Matterhorn stands, everything is going to be alright.

Well, cheers people from this great, spectacular viewpoint.

Talk to you soon again. Bye bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

More marketing questions? Call me at 0041-78-637-4314 and I am happy to help.

When a fan cooks for Roger Federer: Barilla case study

Hi people,

today I’m saying hi from Zurich. A city I missed and a city where I went to school a long time ago to become a surveyor. I’m not kidding you. But it did not take me long to change my professional direction when I experienced for the first time the internet back in 1998 😉

Now before sharing with you my marketing message, I would like to congratulate Roger Federer for his 10th title at the Swiss Indoors. It’s just an incredible achievement and my marketing message for you today is coming from Roger’s sponsoring brand Barilla, who understands how to connect human emotions. The story comes from Daniela.

Daniela has 2 passions. Tennis and Roger Federer. When he plays everything stops in life. During a tournament, she wanted to create something nice and invited Roger for dinner, written on a poster. Barilla noticed her through Twitter and invited her to participate in a Barilla cooking master class. But she had no idea what surprise was coming. Roger walks into the room to have dinner with Daniela and her face shows emotions that can’t be explained. And it’s just such a beautiful example of how a brand can connect in a more human way with their fans. (Judge for yourself on Youtube)

I hope this resonates with you. And please feel free to share with me your marketing challenges, and I’m happy to help you.

And remember, even in Zurich, as long as the Matterhorn stands, everything is going to be alright.

Alright people, have a good day. Talk to you soon again from another great place.

Greetings from a Swiss mountain guy;-)

Claude Oggier

Text or call me under 0041-78-637-4314

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