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 Sweezy’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/

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.

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.

Why I Struggled To Demonstrate A Social Media ROI at Nespresso

Hi people,

I’m saying hi from Gland, the place where I live with my wife and two children. I’m privileged to live very close to the water and to see the Mont Blanc. Well, unfortunately not today. But believe me, I get to see the Mont Blanc very often. It’s somewhere there in the back. Right now, it’s a little bit cloudy.

So people, today I’m reflecting on one of the great experiences that I had in my career at Nespresso and my biggest struggle.

Let me be very honest with you. Clearly, my biggest struggle was to demonstrate a return on investment (ROI) from social media. My struggle was to measure accurately the customer’s interactions from various touch-points with the brand, but most importantly to show evidence in terms of dollar benefits coming from social media.

At that time, it was still hard to set up properly, the tracking and to combine different datasets from different digital channels. Plus the data from analytics was showing discrepancies.

Now what would I do differently today?

I would not over-focus on the return on investment but rather demonstrate the brand-building benefits from social media that go beyond short term dollar benefits.

I mean, you tell me, how do you want to measure word of mouth, peer to peer interactions or human connections?

I would further highlight customer satisfaction. For example Tennis star Stan Wawrinka who was not sponsored by Nespresso but frequently posted on social media his Nespresso moments.

Make Nespresso customers the heroes and demonstrate it through mini-videos you can share on your digital channels.

And here is how.

Create emotions and unique experiences by inviting your brand ambassadors to an event where they can demonstrate their creativity with coffee capsules. I mean, one person created a bathing suit out of coffee capsules. Doesn’t this just show their love for the brand, and I’m convinced they will share their story with other people in a heartbeat.

People, this is scaling human impressions, instead of advertising impressions, which is just much more powerful.

I hope you find these insights useful and I would love to hear your marketing challenges.

And of course, I’m wishing my Nespresso friends all the best during the Christmas period. And obviously, I can’t wait to discover a new Clooney clip soon.

Well, but also remember, as long as the Matterhorn stands, everything is going to be alright. And I’m sure Nathan agrees with me;-)

Cheers people from Gland and talk to you soon again from another great place. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

Marketing questions ? Call me at 0041 78 637 4314

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