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.
Often I’m hearing companies saying that they understand the importance of good online interactions with people. But many times the executive team looks at digital marketing, just as items on a checklist. Instead of looking at what connection is created with a digital asset, they only focus on the asset itself.
It’s a big mistake, and you and I are smarter. Therefore, let’s not misplace your focus because it can easily damage your overall brand reputation.
Now, what’s the goal of your digital communication?
Digital communication needs to provide a story that people are able to consume, understand and apply. Make the story more human and you will stand out.
Experts predict that social advertisement budgets will double in the next five years, digital communication will become saturated. Meaning the need for strong and concise digital content will be at an all-time high. A constant focus on the quality of your digital communication is key.
People it’s time to get your house in order in the digital space. If you need help, please feel free to reach out to me and I’m more than happy to help.
But remember, as long as the Matterhorn stands, everything is going to be alright.
Cheers people from a rainy day, but at least the forecast is that it’s about to snow in a few hours and looking forward to that.
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 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.
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!
Marketing in a Digital World 