Digixit

Driving success

Digital marketing has gained recognition over the past two decades. The assessment of the level of maturity of its disciplines must be assessed and the associated action plans implemented. It is recalled below the major disciplines necessary to the enrichment of the global approach of digitization.

CUSTOMER EXPERIENCE AND CROSS-SUPPORT (*)

client-digital

A few years ago, advertising was enough to win the confidence of consumers but today, customers want concrete and this is where the customer experience takes place. The aim is to offer customers unforgettable moments playing for example on their perceptions, their senses, their experiences.

The customer experience must provide the consumer with unique experiences that create or maintain a link between the consumer and the brand.

The customer experience at the point of sale translates into a global offer made up of the traditional offer accompanied by a second-tier offer: entertainment, aesthetics, escape, fitting outlets to re-enchant the offer in store. For example, SNCF wanted to create 6 years ago a real customer experience through its offer iDTGV which offers different travel environments according to the choice of the customer.

The shopping experience (point-of-sale experience) is an integral part of the customer experience, and new trends are emerging. These are aimed at revising the distribution networks and turning them into points of sale 2.0. The customer experience is therefore reinvented within stores. This is the “digital in store”.

By reproducing the uses of e-commerce as a point of sale, stores will have to develop a new form of connected sales. The consumer has more and more digital media such as smartphones or tablets, which has repercussions on the purchasing process.

An Experian study has shown that 95{5d67f28deea60775643b0e8c3515585dd287b24a1230f171b722c564904a90de} of consumers do research before buying a property and vice versa. We are witnessing the phenomenon “web to store” and “store to web”. However, the physical point of sale remains important in the customer relationship and the purchase path. The challenge for brands is to reposition themselves in the face of these new trends in cross-channel customer journeys.

However, the use of digital tools includes points of vigilance to be taken into account by the brands. Indeed, if the digital tools used are perceived as useless this brings no added value.

BIG DATA AND ANALYTICS (**)

analytics

Big data refers to datasets that become so bulky that they become difficult to work with traditional database management or information management tools.

The quantitative (and often redundant) explosion of numerical data constrains new ways of seeing and analyzing the world. New orders of magnitude concern the capture, storage, retrieval, sharing, analysis and visualization of data.

The prospects of processing big data are enormous and partly unsuspected; There are often new possibilities for exploring the information disseminated by the media of knowledge and evaluation:

  • Of trend and prospective analysis (Climate, environmental, socio-political, etc.) and risk management (commercial, insurance, industrial, natural)
  • Of religious, cultural, political phenomena
  • Of genomics or metagenomics, for medicine (understanding of the functioning of the brain, epidemiology, ecoepidemiology …)
  • Of meteorology and adaptation to climate change
  • Of the management of complex energy networks (via smartgrids or a future “energy internet”),
  • Of ecology (functioning and dysfunction of ecological networks, trophic networks with GBIF for example)
    Of security and the fight against crime.

The multiplicity of these applications gives rise to a true economic ecosystem involving already the biggest players in the information technology sector.

Big data helps companies reduce risk and facilitate decision-making. It creates difference through predictive analysis and a more personalized and contextualized “customer experience”.

Various experts view the big data phenomenon as one of the major IT challenges of the 2010-2020 decade and have made it one of their new research and development priorities.

ADVERTISING REVENUE OPTIMIZATION (***)

caisse-enregistreuse

Online advertising allows the transposition of traditional advertising into the media on the Internet.

The main advantage of advertising compared to traditional advertising is to allow the surfer to buy immediately by clicking on banners or the banner ad. This is why online advertising has developed rapidly, especially since the Internet is becoming a mass media, capable of reaching very large targets.

According to the eleventh edition of the e-pub observatory, digital is the only segment of the advertising market to grow (+ 3{5d67f28deea60775643b0e8c3515585dd287b24a1230f171b722c564904a90de} in 2013). Indeed, the advertising market is affected and globally decreases by 3.6{5d67f28deea60775643b0e8c3515585dd287b24a1230f171b722c564904a90de} in 2013 for France.

Among the main advantages of online advertising, time efficiency is certainly the most remarkable.
Faster than the “traditional” methods of advertising such as mail or face-to-face canvassing, online advertising represents a significant time saving in the short and medium term. Putting aside material logistics, raw materials and travel, online advertising is free from these constraints.

In addition, the speed of online advertising is another advantage compared to a paper display. Indeed, the activation of a campaign on the Internet is almost instantaneous, and does not suffer the external hazards that can constitute the weather or the voluntary degradations on physical supports.

Highly variable, the cost is affected by many factors that cause the price of a promotional campaign on the internet to fluctuate widely. However, it is undeniable that this fluctuation certainly constitutes a possible adaptation of the promotional campaign to the applicant’s budget.

Another important asset is online advertising, which allows you to measure the effect of online campaigns in real time, by monitoring the click through rates on a daily basis or even in real time. Very useful in order to issue analyzes of the performance of the various campaigns, the fact of being able to determine the effects of each element makes it possible to determine the relevance of each one.

 

Sources :
(*) Inspiration de “Expérience client” – Wikipedia
(**) Inspiration de “Big Data” – Wikipedia
(***) Inspiration de “Publicité en ligne” – Wikipedia