Tag: customer journey

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: 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/

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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

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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.

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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.

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3 ways to understand better your customers

Hi people, a quick message from the beautiful Swiss and mountains. Still today many executives don’t understand their customers and how they come to the decision to buy their products or services.

Well, let me briefly provide you with three simple ways on how to understand better your audience. Everything starts with gathering basic information to avoid assumptions. Knowing their basic demographics such as age, location or sex, ensures you base your messaging on real facts. Use your analytic tools to get the information.

Number two is to start mapping out your customer journeys to learn as much as possible about your valuable customers from web browsing activities to their needs, and interests, to potential opportunities.

The number three you want to find out what online resources do they use to find information before making a purchase. Asking for their email address through a sign-up page is a great starting point for further email marketing.

And to get the most out of your findings you want to segment your audience to be able to send the right message to the right people at the right time.

Well, I hope this was useful. And I just want to go and catch up with my family and talk to you soon again. Cheers from the beautiful Swiss mountains. It’s freezing today, but the conditions are excellent.

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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How banks continue to adapt to digital disruption

Hi People,

let me just take a minute to share with you my observations in the banking industry. I mean, these days you hear many stories about how Finetech, startups or even the GAFA’s interrupt the banking industry.


Personally, I observed in a positive way, how banks continue to adapt to the constantly changing consumer needs. Today as a connected consumer, I’m obtaining more and more services via my online banking. TWINT, checking my balance sheet, and online transactions are the services I’m using most.

Now, what priorities should banks focus on from a simple user point of view?
In order to stay relevant today, you the banks need to focus on constantly improving the user experience. You want to offer the same quality onsite and online.
You want to embrace data and analytics to better understand your customer needs and make insight-led decisions. Apply a user-centered design principle to deliver an amazing user experience. You go mobile because more and more people embrace mobile. And last but not least, personalize the experience across all digital channels in order to enhance customer satisfaction.


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

Well cheers people from the Swiss mountains. I hope you get a chance to enjoy the mountains too over these days.

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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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.

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In Which Direction Blows The Wind In Marketing in 2020?

Hi people,

and hello from Parc de Milan in Lausanne. That’s the place where I normally go for my daily lunch walks when I’m in Lausanne. I mean, you overlook “lac léman” and the mountains. It’s just beautiful. And to me, that’s just what I need to refresh my mind and to get some fresh air over lunch.

People, today, I wanted to take a minute with you to share with you my three marketing ideas for 2020. I think if you focus on these three ideas in 2020, you will contribute to the success of your company, no doubt.

First idea – marketers needs to continue focusing on providing exceptional customer experiences through innovative brand driving activities.

Second idea – know your customers better than your mother by understanding clearly your customer journeys from your on- and offline touch-points. For example, a prospect engages through a phone call, direct email or digital engagement.

The third idea – create exceptional emotional stories to inspire people and to propel your brand story forward through your customers, because
the customer is in control today.

These are my three main ideas for 2020. And this year, my source of inspiration was coming from Mark Schaefer’s new book called The marketing rebellion, where he predicts that the most human company wins, and I fully support his prediction.

Now it’s up to you who inspired you this year to make better marketing decisions? Let me know in the comments section, and I would love to hear from you.

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

Cheers people from Lausanne and talk to you soon again from another great location. Looking forward to it. 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 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.

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