How to Make your Brand Experience Personal

Hi people I hope you are doing well today.

Remember the importance of  providing a brand experience where people find you on their own. You might be asking yourself but how can i make the brand’s experience more personal?

Let me explain.

You and I have set up our mobile device to our specific preferences where we expect brands to deliver the experience in a personal way.

Mass publication was where we came from – personal connection is the way forward.

These days my focus is on creating personal connections through direct engagements on social media channels with customers or prospects.  These conversations are either creating or damaging the emotional connection to your brand but drive consumer generated content such as recommendations, social media posts and sales.


How is your brand building personal experiences?

Please let me know and leave a comment below and I would love to engage in the conversation.

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

Cheers people and stay safe and have a good day!

Source courtesy:
https://mathewsweezey.com/books/

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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/

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/

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/

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/

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.

Coronavirus and my state of mind

Hi people,

Let’s please keep in mind that the virus is still very serious but the taken measures in Switzerland they seem to pay off and situation is starting to stabilise. Which is very good and some businesses opened their stores this week in Switzerland, and I can only cross my fingers that we won’t have any setbacks.

Now from a marketing point of view, I was really looking forward to finally meet up with my longtime friend Mark Schaefer at his Uprising event in Knoxville, Tennessee in May. But unfortunately, the event got canceled but what’s even worse is that Mark caught the Coronavirus. Mark keeps his community informed about his health on a daily basis. And thankfully, thankfully, he’s recovering from the virus and I only wish him a speedy recovery.

This brings me to reflect on the past few weeks and I just feel fortunate during this time of uncertainty, where I’m grateful for the little things. And I believe going forward, I think we all will need to take more responsibility and balance out our actions.

Nevertheless, I’m starting to feel excited about coming out of this lockdown, even though the world will probably never be the same, but I’m fine with that. People stay safe, stay positive, and we keep in touch.

But remember, as long as the Matterhorn stands, everything is going to be alright. Cheers people from Gland. I’m actually in the Botanic Garden in Gland, which is right next to where I live. And this is the place where I usually take my lunch breaks to recharge my batteries over lunch, and I’m just hearing the lovely birds, smelling the lovely flowers and I’m just enjoying the moment.

Have a good day. 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.

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.

We over-invested in digital advertising: Adidas Case Study

Hi people,

and a warm HELLO, well, rather cold one from the Swiss mountains, where I’m enjoying the first ski day of the season with my kids. A couple of runs are already into our legs and it’s just beautiful up here.

But I just wanted to take a minute with you to share insights I found regarding the sportswear company Adidas and their statement which says: “we over-invested in digital advertising”.

I mean, what does this mean?

For years, Adidas had the understanding that it was digital advertising driving e-commerce sales and as a consequence, their advertising split was 23% into brand and 73% into performance. Their attribution model was based on the last-click but it did not do any brand tracking. Their focus on efficiency over effectiveness lead to KPI’s on how to reduce cost rather than what was in the best interests of its brands.

I mean, what did they change to address this problem?

Adidas introduced a new campaign framework, with emotional brand driving activity at the center, and with a focus on generating again brand desire, creating desire by connecting with consumers around major campaigns three or four times a year while at the same time running advertising with a rational message.

This brings me to the conclusion that you or your brand, you need to create meaningful experiences that appeal to your customers. Because both brand awareness and performance campaigns, they need to coexist in order to maximize sales.

Well people, I hope you find these insights useful, and I would, as always, love to hear from you. Leave a comment about your marketing challenges, and let’s get the discussion going.

But remember, even in the beautiful Swiss Alps and there’s not the Matterhorn in the back, as long as the Matterhorn stands, everything is going to be alright. Well, cheers people, I need to go and catch up now with my kids. They’re already ahead;-)

Cheers. Talk to you soon again from another great place. 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.

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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