Tag: Claude Oggier

Belonging to the Brand by Mark Schaefer

Once again Mark Schaefer sets the trend in Marketing with his new book Belonging to the brand – Why Community is the Last Great Marketing Strategy.

A trend I truly believe in and a trend I am trying to explore on a daily basis.

Mark explores the concept of building brand communities and how it can be leveraged as a marketing strategy. 

He further argues that with the rise of social media and the decline of traditional marketing methods, building a community around a brand is becoming increasingly important for companies to connect with their customers and build brand loyalty. 

As you certainly know by now, our profession is once again disrupted by tools such as Chat GPT but it’s up to humans to be smart about the way we use technology as an enabler to expand a company’s strategic options.

I highly recommend you read Mark’s new book “Belonging to the Brand”. The book is a comprehensive guide for marketers and business owners looking to build a strong community around their brand, and use it to drive customer engagement and growth.

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

Cheers people and talk to you soon again.

FOLLOW Claude Oggier 
✔ Blog – http://www.claudeoggier.com 
✔ Youtube – https://www.youtube.com/c/ClaudeOggier​ 
✔ Connect with me on LinkedIn – https://linkedin.com/in/claudeoggier​ 
✔ Twitter – https://twitter.com/claudeoggier​ 
✔ Instagram – https://www.instagram.com/claudeoggier/​ 
✔ Facebook – https://www.facebook.com/claudeoggier​ 
✔ Mobile – 0041-76-473-4295

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Beyond Marketing – Stay healthy

Hi people,

I think you agree with me that 2021 has yet been another challenging year. We constantly need to adapt to new situations, may that be professionally or privately. 

Let me share with some of my personal experiences in 2021. Everybody was hoping the get back to normal but the normal doesn’t exist anymore. I changed jobs, family members were tested positive, my 2 kids were quarantined and the uncertainty continues.

To wrap up 2021 I would like to encourage you to look after your personal health beyond anything else. Without being healthy, we can’t tackle the other challenges.

Daily Outdoor activities help me to recharge constantly my batteries and give me the mental strength I need to be at my best.

What kind of routines do you do for your personal health and well-being? 

Please leave a message in the comments section and don’t be shy.

Greetings from the beautiful Swiss mountains and stay healthy.

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

Cheers people and talk to you soon again.

FOLLOW Claude Oggier

✔ Blog – http://www.claudeoggier.com
✔ Youtube – https://www.youtube.com/c/ClaudeOggier​
✔ Connect with me on LinkedIn – https://linkedin.com/in/claudeoggier​
✔ Twitter – https://twitter.com/claudeoggier​
✔ Instagram – https://www.instagram.com/claudeoggier/​
✔ Facebook – https://www.facebook.com/claudeoggier​
✔ Mobile – 0041-76-473-4295

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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/

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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/

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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/

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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.

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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

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My authentic view on human-centered marketing

Human-centered marketing by Claude Oggier

Marketing can be overwhelming. It can be overwhelming to constantly try to optimize your marketing channels.

But what about if I tell you that today we have this great opportunity to connect again with our biggest fans, connecting with the people that we care, showing that your brand is human that there are humans behind it?

I think we need to go back to remind us that people they buy from humans. We have this really great opportunity to put the people at the center of everything we do in marketing.

But remember, as long as the Matterhorn stands, everything will be alright!

Greetings from a Swiss mountain guy;-)

Claude Oggier

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6 Digital marketing channels you must use to succeed

Are you still looking for guidance on how and where you should maximize your digital marketing channels?

Below you find 6 digital marketing channels you must use today to succeed. My approach is very easy to understand on how to optimize your digital ecosystem.

As a marketer the goal is to find synergies and interactions among each digital channel and to maximize it’s potential in order to achieve better results.

The Digital Ecosystem:

Inbound Marketing Graphic

 

1. Data analysis

Analyse the source of your traffic and only then you start to understand what kind of people are coming to your site and even a little bit of why they are coming. (Customer behaviors) Define your goals and focus on actionable outcomes.

2. Search engine marketing

Increase your visibility in search engine results through Pay-Per-Click ads or through an optimized website with your most relevant keywords.

3. Email marketing

Use email marketing to build loyalty and trust with your prospects/customers. Make sure your email list is clean and that you send out your messages to the right/relevant targets.

4. Social media

Social Media is not to worry about which social network you should be using and how many. Rather focus on building a community where your prospects and clients want to be.

5. Content marketing

Foremost write for human beings and not for robots. Create content people are willing to share with their network.

6. External websites

Outreach to external websites and bloggers. You build relationships and create authority for your website.

Do you agree with me?

What other digital channels would you add to the list that show good results?

Please share your feedback and critics in the comments section. I would love to hear from your stories.

Related article:

Digital Transformation is about people

 

Claude Oggier

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