How to Make your Brand Experience Personal

Hi people I hope you are doing well today.

Remember the importance of providing a brand experience where people find you on their own. You might be asking yourself but how can i make the brand’s experience more personal?

Let me explain.

You and I have set up our mobile device to our specific preferences where we expect brands to deliver the experience in a personal way.

Mass publication was where we came from – personal connection is the way forward.

These days my focus is on creating personal connections through direct engagements on social media channels with customers or prospects. These conversations are either creating or damaging the emotional connection to your brand but drive consumer generated content such as recommendations, social media posts and sales.

How is your brand building personal experiences?

Please let me know and leave a comment below and I would love to engage in the conversation.

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

Cheers people and stay safe and have a good day!

Source courtesy:
https://mathewsweezey.com/books/

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December 16, 2020 0

When a CEO doesn’t like Marketing

If you are also in love with marketing, please subscribe to my blog and Youtube channel and stay up-to-date with today’s marketing challenges in a digital world. It would mean a lot to me.

Certainly you must be familiar with the 4Ps from Philip Kotler and let me tell you one of his stories about marketing.

There are 2 groups of CEO’s with respect to marketing.
1 group who doesn’t like marketing and 1 one group who loves marketing.
Maybe you have already seen a company where the CEO says: “I don’t like Marketing, but I know i need it, and all I want from marketing is some communication.I just want someone to broadcast and promote us.”
Well, that person is missing a lot of things and then there are other CEO’s who are 4P CEOs who say:”I need a marketing plan.” A plan that mentions my product: What is good about the product. Price: What should it be priced at? Place: Where should be made accessible? Online, offline, in stores? and last but not least promotion.

So that’s a more educated view of the potential of marketing but there is even a better CEO who says:”I want to start with the fact that the market is complex. There are a lot of segments and each segment deserves its own plan. Only one value proposition for the whole market doesn’t trigger anything. So what segment should we go after?

This brings us to the conclusion that the role of marketing in a company is very complex and influenced by the CEO’s view of marketing.

Please leave a comment below and share with me your CEO’s view of marketing.

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

Cheers people and stay safe!

Source courtesy:
Philip Kotler’s speech: https://www.youtube.com/watch?v=sR-qL7QdVZQ

November 25, 2020 0

What is Permission Marketing 2.0?

Ever since Seth Godin wrote the book Permission Marketing, the notion of having permission via email to communicate is still valid, but today, you as a marketer need to seek a wider range of permissions.

Because remember – the consumer is in control over who has access to them directly.

Your goal is to ask for explicit permission from consumers so you can communicate directly with them and gain a higher level of context. Otherwise instead of enhancing your brand experience you will end up with forced ads that are lacking context.

Explicit permission is the highest level of context, where an individual grants you to engage directly with them. This can be via social media channels, chatbots or a phone call.

Professionally and personally I am trying to use the power of personal connections through social media channels.

The second form of permission is implicit where people grant you permission for a better user experience. Mostly this happens when a person visits your website and allows you to access his personal data. Although the person is not giving you actively permission to reach out to him or her on a different channel.

The takeaway is to ask explicit permission to engage with the consumer and you do have my explicit permission to leave a comment below to start the conversation;-)

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

Cheers people and stay safe !

Source:
https://mathewsweezey.com/books/

November 1, 2020 0

Contextual Online Marketing Explained

Certainly you remember from my previous messages that high-performing marketing organisations create exceptional user experiences. Let me explain to you where online advertising fits into this and more specifically google search ads. The google search ads experience helps people to accomplish their task at hand or achieve the value they seek in the moment.

This brand experience is called “Available” in the context framwork by Mathew Sweezey. It’s the opposite of a forced brand experience where you push your message to the largest audience possible and see what sticks.
The ultimate brand experience you are seeking is when people find you on their own.

Let me recap for you; You can think of forced experiences as magazine ads, billboards, TV or even online banner ads. Direct experiences range from emails to social media engagements and google search ads. The apex of organic experience are found by the people on their own time.

As always I hope this was useful for you and please feel free to leave a comment and share your thoughts with me.

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

Cheers people.

Source:
https://mathewsweezey.com/books/

October 22, 2020 0

Context Marketing: How Google Failed

Do you still remember when Google ads, formerly called Adwords, showed their ads on the right-hand side of your search results in 2016?

And do you know that these Google ads failed to drive any action by over 98 percent of the time? How is this possible despite Google ads being the perfect message at the right time to the right person?

Clearly Google had to rethink the way of doing things and had to come up with new ideas of what marketing is.

The question for you or your enterprise is where do you need to be to drive consumer actions?

Rethink your marketing campaigns may that be PR, Out of home advertising, social media or digital. Don’t continue to rely on what used to work and start understanding one very important change.

The consumers don’t listen to the advertisement anymore. Over 600 million people today use ad-blocking software.

Mathew Sweezey’s research in his book called The Context Marketing Revolution explains key traits of high -performing marketing organizations. Everything those companies did from their metrics, tactics, roles and business goals, traced back to the consumer experiences they created.
And by the way, today you see the Google ads on the top or at the bottom of your search results page.

Hopefully, this video is valuable for you and as always don’t be shy and reach out to me to discuss your marketing challenges.

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

Sources:
http://www.wordstream.com/blog/ws/2016/02/22/google-kills-off-right-side-ads
https://mathewsweezey.com/books/

September 30, 2020 0

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/

September 7, 2020 0

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 Sweezey 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

August 12, 2020 0

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

July 22, 2020 0

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.

June 24, 2020 0

My new challenge at Sky Switzerland

I feel like a lucky person during times of uncertainty and it gives me great pleasure to announce that I recently joined the media company, Sky Switzerland.
It’s a great challenge that fits my personality because I love being the underdog and work hard to compete against big players, such as Netflix or Disney +.
Now, as a digital marketer, my focus is on helping consumers at each stage of their journey to achieve their goal, but in the context of their moment.

Why their moment?

Because consumers today they trust their own research and experiences over the messaging of a brand. And I think this is a critical point we need to understand in today’s environment, that the consumer is in control, which is simply something we cannot afford to miss in marketing.
The entertainment industry gives me the opportunity to offer people a moment of pleasure during difficult times for many of us.

So stay safe and stay positive.

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

Well cheers people from the Botanic Garden. It’s another lovely day, the sun is out, the birds are singing, and I’m just enjoying the moment.

Be good, and I talk to you soon again.

June 4, 2020 0

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