Web3 – The Future of Marketing #2

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.

Cheers People

The Future of Marketing #1

Video Location – Market Square, Knoxville, Tennessee after our hiking in the Smoky mountains.

After all these years, I finally met in person Mark Schaefer at The Uprising event in Knoxville, TN.

What a JOY and listen in this video to some of the takeaways directly from Mark.

  • Belonging and creating a community is the future of Marketing.  Hint: Web 3.0 is exactly about belonging.
  • If you have a great community and belonging you don’t need advertising or SEO. You have everything you need that leads to business connections.
  • When you bring people together and meet them face to face it changes everthing. The Uprising event is proof of creating a magical bond among 30 marketing thought leaders.

Join the Markting Rebellion and the Uprising is coming to Europe. Stay tuned.

Some pictures from the best marketing event:

Mark & Claude united at The Uprising event.

More useful links:
https://businessesgrow.com/uprising/
https://businessesgrow.com/2022/04/11/best-marketing-event/
https://beyond-engagement.com/future-of-social-media-with-visuals/

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

Cheers people!

PS – I will talk more about Web 3.0 in my next post.

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​
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✔ Mobile – 0041-76-473-4295

The Uprising Event – Here I come

I’m getting very close to finally finally meet up with my long-time friend Mark Schaefer at his Uprising event in Knoxville Tennessee.

Our journey started over 10 years ago when I was simply looking for a book that could help me to get a better understanding of Twitter. I came across Mark’s book the Tao of Twitter and the book was just right for me and ever since I follow Mark through his blog podcasts and books.

I also had a chance to be mentored by Mark and finally, finally we’ll make it happen to meet up in person. Oh yes baby like Mark would say and I can’t wait.

Check out for yourself to learn about Mark Schaefer how he could help or inspire you through his blog or books and join the marketing Rebellion.

But remember as long as the Matterhorn stands everything is going to be all right.

Greetings from a Swiss mountain guy;-)

Claude

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

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/

FOLLOW Claude Oggier
✔ Blog – https://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 – 0041-78-637-4314

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/

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.

Coronavirus – Solidarity message

In solidarity with what’s happening around the globe, I also want to encourage you to simply stay home.

Stay positive and creative.

And we can all get through this healthy, if we follow the rules. I count on you and this time the beautiful Swiss mountains, they can wait a bit.

Well cheers people from my home office, and I’m really looking forward to see you soon again.

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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