Tag: Matterhorn

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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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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June 24, 2009, The day marketing changed forever

June 24, 2009, marks the day when private individuals – not brands, not businesses or traditional media outlets – became the largest producers of media in the world.

That day certainly felt like any other day for you and me but what happened is a game-changer for marketing, especially in a world where more and more people dislike advertising. 
And I feel guilty to some extent as a marketer to continue to try to get people’s attention with intrusive marketing such as ads in Youtube videos for example.

But I am committed, committed to change and to rethink what we do, how we do it, and to put the customer back in the center of everything we do in marketing to simply break through the noise and to motivate the consumer to act.

Mathew Sweezey describes in detail the context marketing revolution and I can only encourage you to join the revolution in helping consumers at each stage of their journey to achieve their goal in the context of their moment.

I hope this resonates with you but remember, as long as the Matterhorn stands, everything is going to be alright.

Cheers people, have a lovely day and talk soon again.

Source: June 24, 2009 – Limited media era vs infinite media era

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How banks continue to adapt to digital disruption

Hi People,

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.

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How to scale human impression – CHANEL case study

Hi people,

I just wanted to share with you a short story today from my work experience at CHANEL on how you can scale on human impressions. CHANEL, the luxury brand invites people to join their unique workshops. People joining the workshops are either staff members or B2B clients. The brand connects with people by providing an exceptional experience that turns them immediately into brand ambassadors. And what’s beautiful about this is that you can just do the same today.

Delight your most valuable people because they will spread their unique experiences with other people. And this is scaling on human impressions. And CHANEL is a great example of how you can create meaningful experiences to delight people, build long-lasting relationships and scale on human impressions.

I hope this is useful to you.

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

Cheers people from Gland. It’s getting windy and a storm is supposed to come up. So be safe and 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.

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The key to digital communication overload

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.

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Kick off 2020 by getting your digital house in order

If you are in marketing, communications or digital marketing, I just wanted to take a moment to reflect on how grateful we are to be working in the world’s best field. The industry has certainly challenges but the opportunities are almost endless.

Kicking off my 2020 journey, my goal is to create value, to understand as much as possible about today’s constant changing consumers and to help people to succeed in marketing. If you are a brand, kick off 2020 by getting your digital house in order where you aim to be crystal clear about your ideal customers and your target audiences. Then delight them with engaging and exceptional experiences. People will respect and reward you for that.

But remember, as long as the Matterhorn stands, everything is going to be alright. And yesterday, I had a fabulous day in Zermatt and I can ensure you that the Matterhorn still stands very well.

Well, cheers people from Steg, my home village where I was fortunate to grow up with my longtime friend Raphi, who is having an amazing career in football. I wish him and you only the best for 2020. In the back that’s basically the football pitch, where we used to play endless hours of football. It was so much fun and I talk to you soon again from another 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.

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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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