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.
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.
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.
Hi people, a quick message from the beautiful Swiss and mountains. Still today many executives don’t understand their customers and how they come to the decision to buy their products or services.
Well, let me briefly provide you with three simple ways on how to understand better your audience. Everything starts with gathering basic information to avoid assumptions. Knowing their basic demographics such as age, location or sex, ensures you base your messaging on real facts. Use your analytic tools to get the information.
Number two is to start mapping out your customer journeys to learn as much as possible about your valuable customers from web browsing activities to their needs, and interests, to potential opportunities.
The number three you want to find out what online resources do they use to find information before making a purchase. Asking for their email address through a sign-up page is a great starting point for further email marketing.
And to get the most out of your findings you want to segment your audience to be able to send the right message to the right people at the right time.
Well, I hope this was useful. And I just want to go and catch up with my family and talk to you soon again. Cheers from the beautiful Swiss mountains. It’s freezing today, but the conditions are excellent.
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 is complex today and in times where we are moving towards a subscription-driven, emotion-driven, ad-free, big brand loyalty-free world, it’s just getting harder and harder to build relationships with people. I bet you agree with me and today companies and the marketing firms need to learn the new rules to attract prospects, to convert creativity, content, and conversations into valuable customers.
A human-centered marketing approach addresses exactly this problem where you need to ask yourself;
How can you help somebody by doing something that is important to them?
Let me repeat it. How can you help somebody by doing something that is important to them?
The next step is to keep the conversation going by creating a helpful user experience that brings them closer to make a decision at each stage of their journey. This is creating human impressions instead of advertising impressions and imagine how much more efficient your marketing would be if we all applied a simple human-centered marketing approach.
I’m Claude Oggier and my goal is to serve and help companies to make better marketing decisions.
I hope you find this useful and please share this message has I think it’s important for any marketer to embrace a more human-centered approach in a marketing world today.
But remember, as long as the Matterhorn stands everything is going to be alright. Well, cheers people from the Swiss mountains. It’s just a beautiful, sunny winter day and I’m just very grateful.
Talk to you soon again. 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.
Hi people and hello from Lausanne. The city I moved to, let’s say in the 20th century but honestly, it still feels like it was yesterday. It’s just incredible how time flies.
Today, I would like to share with you my point of view regarding the hype around big data or machine learning. I mean, yes, big data offers a valuable but incomplete solution. Harvard Business Review studies and Martin Lindstrom, a branding expert and book author of small data agree that to fully understand your customers, you need to integrate both big and small data.
The power of small data is in teasing out clues to what consumers really want by spending time in focus groups listenings online research communities or most effectively, homes watching.
Martin Lindstrom says further; “intriguingly, we’re now turning the tables on the internet by circling back and finding human, not digital insights about ourselves based on our own unconscious online behaviors.”
Without understanding how your customers think, feel and act, you are unable to deliver an exceptional experience. Bottom line, today if you want to make the right decisions for your business, both small and big data combined, need to be applied in order to enhance the customer experience.
Hopefully this video is valuable to you. And as always, don’t be shy and reach out to me to discuss your marketing challenges. I would be more than happy to help.
But remember, as long as the Matterhorn stands everything is going to be alright.
Well people, cheers from Lausanne and I talk to you soon again from another great location. 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.
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.
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.
Welcome to Paradise. Seychelles Islands are not only a unique place for honeymooners, but it’s also a unique place for its rocks. Seychelles are unique in being the only mid-oceanic islands made of granite. Most islands this far from mainland are volcanic, coral and sand. Just take a look in the back how beautiful the rocks are. And there is even one right here in the middle of the ocean, massive granite.
Now loving marketing, today I would like to discuss with you a case study from Adidas. Fabio Tambosi’s team at Adidas take marketing to the next level because they listened to the consumers when they said, “don’t give me more heroes. Make me one”.
This is really putting the consumers at the center of their thinking.
This is what marketing is today. The way to go forward for you and me by putting humans back into the center of everything that we are doing.
Go and check out Adidas most recent campaigns on Instagram https://www.instagram.com/adidas/, get inspired and share your thoughts with me to open the discussion.
If you have marketing challenges you would like to discuss, reach out to me and I’m more than happy to assist. (My phone number: 0041-78-637-4314)
Now, remember, as long as the matter understands everything is going to be alright.
Have a good day. Greetings from the Seychelles islands and talk to you soon again for a very special place.
Greetings from a Swiss mountain guy;-)
Claude Oggier
Disclosure: By now I guess you know that I am a big fan of Mark Schaefers marketing vision and I found out about this amazing case study while reading the book “Marketing Rebellion” by Mark Schaefer. I adjusted the original story to make it resonate in a very simple way.
Marketing in a Digital World 