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.

My IMD digital journey will continue

Check out my Youtube Claude Oggier

Hi people,

I hope you’re doing well today. Look at the beautiful day that we have today in Ouchy, Lausanne, which is basically also to the place where I worked at IMD Business School for almost 10 years.

I mean, clearly, IMD enabled me to kick-off my marketing career. And I will be forever grateful to the people who supported me over all these years. And today, it’s my turn to look into becoming an IMD student. Because I’m interested in IMD’s digital transformation programs led by Michael Wade.

Well, it kind of feels like going back to the roots. And I’m really, really excited about this. And just like a human-centered marketing strategy, I believe that digital transformation starts foremost with people too. I mean, the first question you need to ask yourself is how willing is your company’s culture to change? Do you have to buy-in from the top of management?

This is a key fundamental to any digital transformation journey. The second question you need to answer is do you have analytics accurately in place? And are you measuring your consumers interactions with your brand and their various touch points? And last but not least, the third question is, are you using your data in a meaningful way?

It’s just not enough to have a lot of data. The secret sauce is in using artificial intelligence to optimize your business processes, which enable you to enhance the customer experience because the customer experience, making that exceptional, that’s what you have to do today.

I am super excited to go and learn to broaden my knowledge in the never-ending journey of digital transformation and I will not miss sharing with you my learnings along the way in my upcoming videos.

So stay tuned and I hope this resonates with you and if you would like to discuss your marketing challenges with me, please feel free to reach out to me I’m super happy to help you.

But remember, as long as the Matterhorn stands, everything is going to be alright. Even in beautiful Ouchy and if you look in the back, there is Valais / Wallis. So I’m saying just cheers and it’s always great to visit IMD in Ouchy and you know what, talk to you soon again from another great place. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

Marketing questions ? Call me at 0041 78 637 4314

Is AI Going to Cause More Pain Than Anything Else?

You and I know that businesses need to adapt or die in today’s economics and yet artificial intelligence is about to change everything.

In my opinion, artificial intelligence (AI) is already surrounding us in many ways today and we can’t stop this evolution. Yes, many jobs will be replaced by robots but we as humans need to use our creativity to stay indispensable while working with robots.

Many newspapers and thought leaders share their opinions about AI and the way AI is going to change our lives forever.

Thought leaders talk about embracing AI and some are worried about how technologies will shape the future of many businesses.

Start listening to these leaders regarding AI and make your own opinion.

Jack Ma:

 

Elon Musk:

 

Bill Gates:

 

Jürgen Schmidhuber

 

What is your opinion about AI?

I am very curious to hear your thoughts.

Best,
Claude Oggier

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