Mathew Sweezey, the futurist of Salesforce, blew my mind with his impressive talk about Web3 at the last Uprising event.
He explained how Web 3 is changing the way consumers interact with brands and how brands approach customer lifetime value.
Don’t get confused yet about the buzz words such as NFT’s, Wallets, Blockchain, Discord, Open Sea, Crypto, Metaverse and so on.
Simply understand that Web3 is a power shift.
Consumers now control their data, not brands.
Mathew Sweezey
What brands need to see is how this changes the relationship between them and consumers. Each iteration of the web has changed this dynamic, shifting power more and more towards consumers.
Web3 is envisioned as a digital space where services are operated, owned and improved by communities of users like you and me.
This is truly amazing and a trend you as a marketer, cannot ignore and need to get up to speed.
Enjoy the ride😁
But remember, as long as the Matterhorn stands, everything is going to be alright.
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.
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.
Marketing in a Digital World 