Live: Marketing Day Highlights 17
Refresh this page to see the latest blog posts.17.00-17.35Anders Indset Business philosopher, investor and entrepreneur
The future is improvised, we are driven by change.How can we bring about change and innovation ourselves?How many of you take an hour a week to think freely, philosophically and take a completely new perspective?Start by asking why.Allow failure.Forget the nay-sayers.Be persistent.Think of the peacock with its wheel that survived even though it can barely fly.Train compassion and build on trust. **********15.50Digital Survival Guide 2017 by Dr. Evelyn Thar and Urs Bucher of Amazee.Today, it's mobile first.Use mobile micro moments: targeted, relevant and fast.Searches are increasingly done via voice input on mobile devices.Voice input will spread very quickly in the car, anywhere hands are not free for typing.https://twitter.com/amazeelabs_zrh/status/839129319595257857 **********14.29-15.30Marketing Trophy AwardModerated by Kiki Mäder Cat. Non-Profit Organizations wins ZSC Lions with the successful Key Players campaign for the new ice hockey arena in Zurich, supported by Serviceplan Public Relations. Cat. SME wins Grand Tour of Switzerland by Switzerland Tourism and the Grand Tour of Switzerland Association with the campaign by Havas. Cat. Large company wins Feldschlösschen for the new beer Braufrisch, which was promoted through a campaign by Wirz. Special price for Raiffeisen Corporate Center, supported by the Tomcat agency. The audience award wins Madza Speed Dating with campaign from JWT Fabrikant. They had already won the audience award two years ago with a different campaign. **********13.45-14.24Experience Marketing: Connected Marketing for Connected CustomersChristian Schuldt from the Zukunftsinstitut, the first speaker after the lunch break.America first, Switzerland second shows that new digital forms of information can take unforeseen directions.Today, there is a kind of digital hysteria, digital delusion, on the other hand, clinging to the outdated, the fear of losing control.The consumer is becoming powerful through the Internet. The connected customer buys wherever he has situational contact with the brand, today more and more often mobile.The common thread is the emotional experience. That's why it's important to address the synapses of the connected customer. This requires the comeback of an age-old communication scheme, that of openness, honesty, and transparency; this communication must be authentic.Youtube stars' recipe for success: They communicate with their fans at eye level. This also works in the field of influencer marketing.Good example LikeAGirlhttps://twitter.com/ktreml/status/839102386492813312Gefragt is a human marketing culture that involves customers and employees. Networked customer relationships need a networked, human counterpart in companies.**********https://twitter.com/dbargetze/status/839067067563266048**********Collaborative marketingCo-Lab with Mark Leinemann from trndhttps://twitter.com/stefan_michel_/status/8390662394775388161. Select optimal co-marketers2. People get products because they need to have experience with it.3. Activation phase, i.e. co-marketers share their experience.4. Everything is measured, customer and co-marketer get results.5. Comprehensive report for autraggeber.Real test with attendees:Who likes sweet, who likes salty?Sweet lovers get box with sweets, is unpacked, take photos.Distribution action, other attendees are invited to snack. Share knowledge.Voting.Involving customers in the development of new products and services strengthens brand loyalty, as also demonstrated by Migipedia, Migros' participatory portal.**********ChatbotsMasterclass Innovation with Dr. Sibylle Peuker on chatbots - no-go or new heroes of the customer conversation?voice recognition already works very well. On Facebook Messenger, many voice-based services are already working very well in the U.S. Examples include Hipmunk for travel or style advice in the fashion sector. Contest parking fines with DoNotPay. Microsoft Cortana with Skype.Chatbot is a new channel that is powerful when tailored precisely to customers.Programmers need to empathize with customers to properly feed chatbots with common, frequent questions and deposit the appropriate answers.Chatbot users get frustrated with it much faster than with graphical user interfaces, leading to abandonment, which can lose customers.It takes user research and testing to build good chat conversations.More on zeix.com/chatbots/ https://twitter.com/ktreml/status/839054070329524224*********The 2nd speaker, Patrick Dixon, English author and futurist, notes that everyone in the room has a maximum of 5 seconds patience when they are online and looking for something. And we keep our customers waiting. No wonder, we lose them.Here it has many Marketeera who hate being bothered by advertising. Most marketing people hate marketing.What to do?Only sell things we really believe in.**********Gerd Leonhard: What do we Marketeers do with all this technology? Delegate all routine to it and focus on relationships, creativity, etc. in the spirit of "culture eats technology for breakfast!"https://twitter.com/stefan_michel_/status/839033244846800896**********Futurist Gerd Leonhard, the first speaker:Marketing as it is today will no longer exist in 10 years. The future is artificial intelligence. 90 percent of all services will then be provided by machines that we talk to as if they were people.https://twitter.com/grundzh/status/839031905265803264**********Daily presenter Susanne Wille switches to the newsroom with the live stream from Marketing Day. https://www.swissmarketingforum.ch/events/marketing-tag-17/liveThe hashtag is #marketingtag17**********Uwe Tännler, host of the Marketing Day, welcomes the visitors and is pleased to see full rows in the KKL Luzern. He asks Swiss Post representative Reto Brotschi, Head of Direct Marketing PostMail, to take the stage.Do you have your cell phone with you today? Anyone who thinks digitization is turning their life upside down shows the glowing cell phone screen. The room lights up. Digitization has advantages, but it also causes stress and distraction. An oasis of calm is the mailbox and letters have much more effect than many digital measures.**********08:45 - The countdown for the newly conceived marketing day is on. A festival experience is planned with several offerings, from keynotes on the big stage in the KKL concert hall, to parallel master classes and co-labs, to an all-day bar camp. We are curious to see how visitors will react to this new form.
The future is improvised, we are driven by change.How can we bring about change and innovation ourselves?How many of you take an hour a week to think freely, philosophically and take a completely new perspective?Start by asking why.Allow failure.Forget the nay-sayers.Be persistent.Think of the peacock with its wheel that survived even though it can barely fly.Train compassion and build on trust. **********15.50Digital Survival Guide 2017 by Dr. Evelyn Thar and Urs Bucher of Amazee.Today, it's mobile first.Use mobile micro moments: targeted, relevant and fast.Searches are increasingly done via voice input on mobile devices.Voice input will spread very quickly in the car, anywhere hands are not free for typing.https://twitter.com/amazeelabs_zrh/status/839129319595257857 **********14.29-15.30Marketing Trophy AwardModerated by Kiki Mäder
Cat. Non-Profit Organizations wins ZSC Lions with the successful Key Players campaign for the new ice hockey arena in Zurich, supported by Serviceplan Public Relations. Cat. SME wins Grand Tour of Switzerland by Switzerland Tourism and the Grand Tour of Switzerland Association with the campaign by Havas.
Cat. Large company wins Feldschlösschen for the new beer Braufrisch, which was promoted through a campaign by Wirz.
Special price for Raiffeisen Corporate Center, supported by the Tomcat agency.
The audience award wins Madza Speed Dating with campaign from JWT Fabrikant. They had already won the audience award two years ago with a different campaign.
**********13.45-14.24Experience Marketing: Connected Marketing for Connected CustomersChristian Schuldt from the Zukunftsinstitut, the first speaker after the lunch break.America first, Switzerland second shows that new digital forms of information can take unforeseen directions.Today, there is a kind of digital hysteria, digital delusion, on the other hand, clinging to the outdated, the fear of losing control.
The consumer is becoming powerful through the Internet. The connected customer buys wherever he has situational contact with the brand, today more and more often mobile.The common thread is the emotional experience. That's why it's important to address the synapses of the connected customer. This requires the comeback of an age-old communication scheme, that of openness, honesty, and transparency; this communication must be authentic.Youtube stars' recipe for success: They communicate with their fans at eye level. This also works in the field of influencer marketing.Good example LikeAGirlhttps://twitter.com/ktreml/status/839102386492813312Gefragt is a human marketing culture that involves customers and employees. Networked customer relationships need a networked, human counterpart in companies.**********https://twitter.com/dbargetze/status/839067067563266048**********Collaborative marketingCo-Lab with Mark Leinemann from trndhttps://twitter.com/stefan_michel_/status/8390662394775388161. Select optimal co-marketers2. People get products because they need to have experience with it.3. Activation phase, i.e. co-marketers share their experience.4. Everything is measured, customer and co-marketer get results.5. Comprehensive report for autraggeber.Real test with attendees:Who likes sweet, who likes salty?Sweet lovers get box with sweets, is unpacked, take photos.Distribution action, other attendees are invited to snack. Share knowledge.Voting.
Involving customers in the development of new products and services strengthens brand loyalty, as also demonstrated by Migipedia, Migros' participatory portal.**********ChatbotsMasterclass Innovation with Dr. Sibylle Peuker on chatbots - no-go or new heroes of the customer conversation?voice recognition already works very well. On Facebook Messenger, many voice-based services are already working very well in the U.S. Examples include Hipmunk for travel or style advice in the fashion sector. Contest parking fines with DoNotPay. Microsoft Cortana with Skype.Chatbot is a new channel that is powerful when tailored precisely to customers.Programmers need to empathize with customers to properly feed chatbots with common, frequent questions and deposit the appropriate answers.Chatbot users get frustrated with it much faster than with graphical user interfaces, leading to abandonment, which can lose customers.It takes user research and testing to build good chat conversations.More on zeix.com/chatbots/ https://twitter.com/ktreml/status/839054070329524224*********
The 2nd speaker, Patrick Dixon, English author and futurist, notes that everyone in the room has a maximum of 5 seconds patience when they are online and looking for something. And we keep our customers waiting. No wonder, we lose them.Here it has many Marketeera who hate being bothered by advertising. Most marketing people hate marketing.What to do?Only sell things we really believe in.**********Gerd Leonhard: What do we Marketeers do with all this technology? Delegate all routine to it and focus on relationships, creativity, etc. in the spirit of "culture eats technology for breakfast!"https://twitter.com/stefan_michel_/status/839033244846800896**********Futurist Gerd Leonhard, the first speaker:Marketing as it is today will no longer exist in 10 years. The future is artificial intelligence. 90 percent of all services will then be provided by machines that we talk to as if they were people.https://twitter.com/grundzh/status/839031905265803264**********Daily presenter Susanne Wille switches to the newsroom with the live stream from Marketing Day. https://www.swissmarketingforum.ch/events/marketing-tag-17/liveThe hashtag is #marketingtag17**********Uwe Tännler, host of the Marketing Day, welcomes the visitors and is pleased to see full rows in the KKL Luzern. He asks Swiss Post representative Reto Brotschi, Head of Direct Marketing PostMail, to take the stage.Do you have your cell phone with you today? Anyone who thinks digitization is turning their life upside down shows the glowing cell phone screen. The room lights up. Digitization has advantages, but it also causes stress and distraction. An oasis of calm is the mailbox and letters have much more effect than many digital measures.**********08:45 - The countdown for the newly conceived marketing day is on. A festival experience is planned with several offerings, from keynotes on the big stage in the KKL concert hall, to parallel master classes and co-labs, to an all-day bar camp. We are curious to see how visitors will react to this new form. 
