Tag: Marketing

2022 Retrospective

2022 is coming to an end and what a year it has been.

I finally met in person my long time friend and marketing thought leader Mark Schaefer at his Uprising event in Knoxville, Tennessee. The event was the first step forward of building an ongoing community of marketing leaders where Mark also launched the RISE community where you can explore the future of Marketing.

In between I also changed job where I joined the online University called “FernUni Schweiz” as their Digital Marketing Advocate where I am excited to build a community and sense of belonging for people who want to start or enhance their careers with a university degree.

My experimentation with Artificial intelligence has been very rewarding and I can only encourage you to embrace and to learn from AI which is transforming every marketer career.

We moved into our new home but unfortunately we also had a loss in our family. My beloved father-in-law tragically passed away this year and he will be remembered forever.

It’s time to look forward and I hope that 2023 brings you and me even more opportunities and that we are able to make the most out of them. The Uprising event coming to Europe in September sounds very exciting and I hope to be able to attend and to make even more connections in the industry. Drop me a message if you would like to know more about the Uprising event.  

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

Cheers people

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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

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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​
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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

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When a CEO doesn’t like Marketing

If you are also in love with marketing, please subscribe to my blog and Youtube channel and stay up-to-date with today’s marketing challenges in a digital world. It would mean a lot to me.

Certainly you must be familiar with the 4Ps from Philip Kotler and let me tell you one of his stories about marketing. 

There are 2 groups of CEO’s with respect to marketing.
1 group who doesn’t like marketing and 1 one group who loves marketing.
Maybe you have already seen a company where the CEO  says: “I don’t like Marketing, but I know i need it, and all I want from marketing is some communication.I just want someone to broadcast and promote us.”
Well, that person is missing a lot of things and then there are other CEO’s who are 4P CEOs who say:”I need a marketing plan.” A plan that mentions my product: What is good about the product. Price: What should it be priced at? Place: Where should be made accessible? Online, offline, in stores? and last but not least promotion. 

So that’s a more educated view of the potential of marketing but there is even a better CEO who says:”I want to start with the fact that the market is complex. There are a lot of segments and each segment deserves its own plan. Only one value proposition for the whole market doesn’t trigger anything. So what segment should we go after?

This brings us to the conclusion that the role of marketing  in a company is very complex and influenced by the CEO’s view of marketing.

Please leave a comment below and share with me your CEO’s view of marketing.

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

Cheers people and stay safe!

Source courtesy:
Philip Kotler’s speech: https://www.youtube.com/watch?v=sR-qL7QdVZQ

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

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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/

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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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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/

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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.

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