New marketing techniques
New marketing techniques that will make conventional advertising outdated. Marketing techniques are a complex art, alive and in perpetual evolution. Since its creation, it has undergone profound changes. Today it is closer to science and is positioned as a tool with very high added value and growth generator.
With Big Data and new technologies, marketing techniques have evolved enormously.
New technologies have enabled companies to develop new marketing techniques to interact with consumers.
Through the acquisition of information, whether it is Internet browsing data, shopping behavior, or social networks, companies know us better, and can therefore target us in a more relevant way.
New techniques that impact marketing
The retargeting. (Automatic restart by retargeting advertising)
One marketing technique that relies heavily on Big Data is retargeting.
According to CRITEO, paid advertising generates nearly 70% of the audience of transactional sites. However, over 95% of visitors leave these sites without making a purchase. However, the majority of Internet users ready to buy visit several sites.
In other words, the investments of an advertiser also serve the competition … while he himself benefits from the investments of others. But an advertiser can further improve its visibility and business performance through advertising retargeting
This marketing technique is part of behavioral targeting. The idea is to record browsing history of users on the Internet and to remember the products on which they have lingered, but which have not been the object of purchase.
Thus, even several days later, through the use of a cookie, the website can detect that we are interested in a certain product. Therefore, instead of offering an advertisement “at random,” we can see a raise to encourage us to buy the product that we want. And, why not, with a promotional announcement to encourage us to decide right now …
The conversion rate thanks to this marketing technique reaches 4 to 5% against 0.6 to 2.5% for a banner.
For the advertiser, the “retargeting” has the advantage of returning on its site a traffic of very good quality. It is also an undeniable customer relationship management tool: it helps to build audience loyalty by continuing to communicate with people who have already visited the site.
The marketing technique on the basic recommendation of your past choices and those of your network
More and more online sales sites like Amazon are making network recommendations based on our past purchases. The idea is simple: we bought the works of an author?
We will recommend his latest book as soon as it appears … One of our friends is used to watch the same American series as us? Why not watch this film, which particularly pleased him?
Rather than letting us search “randomly” in sometimes huge catalogs, these tools make it possible to identify more quickly what would correspond to our tastes or the desires of people who resemble us.
Google Now and Siri read our thoughts.
The marketing technique helped with new personal assistance software such as Siri or Google Now, network recommendations can go much further. All the time your smart is on, these apps record everything we do, know where we are, where we’re used to, and have a view of our agenda.
As a result, they are able to anticipate our desires, based on a very precise knowledge of our desires. For example: you are visiting a foreign capital for work and you have five hours left to catch your flight?
Your personal assistant will inform you pro-actively that your favorite band will spend a few moments in concert at 500 meters. What luck ! Tickets are just on promotion …
Proactive Marketing. risks to privacy and obsolescence of advertising
Big data, geolocation techniques, computerized and automated techniques open new spaces for marketing. These marketing techniques allow companies to target their actions more precisely and therefore to be more effective in implementing their marketing strategy. However, there are many questions about privacy and the use that can be made of this data.
None of us likes to feel constantly monitored, even if it is not a computer and not a person or if it is a commercial company and not a company. coercive organism. It is very important that these practices are regulated and supervised to reassure Internet users.
In conclusion, it can be said that the purpose of marketing communication is twofold.
Advertising is used primarily to inform consumers that a product exists, and to highlight a particular characteristic of it. Once informed, we know what exists, and we can choose from the full range of products we know about.
Targeting (or more generally direct sales techniques) aims to convince us that of all the choices available to us, it is “THIS” product that we have to buy.
This is where these new marketing techniques are particularly effective and have a “2 in 1” action: they bring us to the act of purchase at the very moment they inform us that the product or service is available.
The buying cycle is therefore shorter and therefore more efficient from the seller’s point of view.
The impact in the short and medium term will therefore be multiple. It will be necessary to better inform consumers of these practices and the legislation in this area. And it will of course be necessary to ensure that the rules enacted are respected!
But another change is undoubtedly to be expected … When one crosses the information on the purchases, on the social networks, on the displacements, and on the agenda, the possibilities to propose what the consumer desires even before he thinks of it are infinite.