What are the main trends and technological innovations that will influence the marketing strategies of companies by 2023?

An interview with Stéphane Truphème, Founder and CEO, Captain Marketing, who will be speaking at the Inspirations Marketing Conference organized by Comundi with expertise in Stratégies Formations.

The metaverseThe blockchain and the NFT’s are “buzzwords” right now. These three concepts hold the promise of future disruptions in terms of content, advertising strategies, and use of personal data.

But let’s put these concepts aside. In most cases, they will not produce a short-term impact on our marketing practices.

Looking at the next two years, four major trends in technology are expected to accelerate:

  1. node
  2. automation
  3. First Party Data
  4. “Green Information Technology or Environmental Computing”

node

No-code tools are development platforms without “code”.

By using such platforms, marketers can develop software solutions that adapt to their needs without going through CIOs or their agencies.

Remember, to create a simple web page, you had to master HTML. To make your website dynamic, you had to use a programming language like PHP.

Today, you want to build a landing page, website or web application, develop a database, or test a campaign, and you no longer need to master any programming language or rely on your CIO.

There were no code tools there.

These tools facilitate the automation of repetitive processes or treatments.

In other words, it is about Massive technological solutions to increase your productivity and agility.

Forms, databases, automation, websites, workflows, design… you name it. You will necessarily find at least one tool dedicated to your needs.

No code is necessary now, especially to test new ideas for marketing campaigns and scale the ones that work best.

automation

Your customers are very flexible and have less and less patience.

Their buying paths are increasingly complex.

Automating your work is no longer an option.

To keep up with your customers and prospects, you need to invest heavily in automating your marketing and sales processes.

Be careful, though: Automation doesn’t mean dehumanization.

On the contrary, it aims to add value to your goals by sending the right message or the right response at the right time.

Why launch a mass email marketing campaign, long and tedious, that annoys more people than they like, when it is possible to automate the sending of personalized emails depending, for example, on the specific actions of your audience?

By automating your marketing and sales practices, you will save a lot of time. You can then use this time to analyze the results of your marketing and sales actions and test the differences in order to improve them permanently.

Keep in mind that optimized campaigns can increase your results, but also the value your audience perceives, thus improving the customer experience.

Thus, automation leads to a virtuous circle that your customers and your CFO value.

First Party Data

First party data mainly relates to data collected directly from visitors to its website (browsing, downloading, subscribing, purchasing, etc.).

This data can be supplemented with information collected offline (in-store purchase, satisfaction survey, customer feedback, etc.).

Why are they absolutely necessary in 2022?

The programmed disappearance of third-party cookies announced by Google, the General Data Protection Regulation (GDPR) and other “restrictions” that appear around “third-party data” significantly reduce retargeting of marketing campaigns.

Thus, this new situation imposes on brands the need to win the trust of their audience and put in place the appropriate processes for collecting “monopolistic” data.

Is this good news?

Instead, the masses’ inattention continues to grow. Companies can no longer afford to send poorly targeted content.

Only 5% of the content distributed by companies generates 90% of their interactions with their audience. As a corollary, this means that 95% of their content is useless and even harmful to their image.

This customization necessity also relates to the channels used. Customers expect a relevant experience no matter what channel (physical or digital) they use.

Thus, the collection and optimal use of “first party data” is essential in this endeavor to personalize marketing messages and dismantle the silos that undermine the customer experience.

You should therefore invest in technologies necessary for the reasonable use of your First Party Data. Tools, such as the part, proved indispensable in this endeavour.

“Green Information Technology or Environmental Computing”

If the Internet were a country, it would be the third largest consumer of electricity in the world, after China and the United States!

Information and Communication Technology (ICT) emits 2% of the world’s carbon dioxide emissions, which is equivalent to aviation emissions.

According to ADEME (Environmental and Energy Management Agency), an email exchange of 1 megabyte for a year in a company of 100 people represents 13.2 tons of CO2…or 13 trips – back Paris-New York!

In the context of the environmental crisis, green IT is no longer an option for brands.

Your investments in technology should now take into account the digital pollution of your web interfaces: display site, e-commerce site, blog, app, etc.

Equip yourself with a tool to measure the carbon footprint of your digital activities. It highlights the most polluting digital sources in order to work and dramatically reduce your emissions.

Today, almost every business has a website. It is highly recommended that you aim for digital sobriety either for an e-commerce site or display site.

A technically optimized site, low page count, and regularly discarded content are all keys to reducing the environmental impact of your online presence. With these changes, you will also improve your search engine rankings and user experience. Double benefit!

Meet Stephen Trofim at the conference Marketing Inspiration Thursday 30 June 2022 Face to face in Paris and via video.

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