“These Techniques That Are Changing the Marketing Profession,” Thomas Sanchez (Uberall)

After nearly two years of hiatus, the events have been able to resume work around the world. It is a real breath of fresh air for certain professions, such as marketing, in search of new innovative directions to make their brands known in increasingly competitive markets.

Since Covid-19, we have seen new behaviors emerge among consumers. What started as a commitment — a new way of shopping, eating, and even living — has become a habit. For companies, this forces them to rethink their relationship with their customers and how they can better engage them. In fact, customer experience has become a hybrid – consumers no longer distinguish between online and offline purchases. Now they can start and end their online shopping journey in the store (and vice versa).

The recent emergence of social networks and technologies such as artificial intelligence or the metaverse provides new playgrounds for more creative professionals to better meet the new needs of consumers. Mention these new buzzwords that will delight the industry in the coming months.

Virtual Reality, Augmented Reality, and Metaverse

If only one trend is to be kept this fall, it will undoubtedly be the metaverse. Facebook is now called Meta and thus opens a new era that allows people to fully immerse themselves in the virtual world. According to specialists, it will be possible to shop there or have coffee with a loved one without him physically moving. A boon for marketers who see real opportunities to better engage their customers and advertise differently.

So customer experience hybridization has become the norm. For example, metaverse, virtual and/or augmented reality will make it possible to offer digital stores so that consumers can interact with products without leaving their homes, before picking them up at the store. In 2021, Gucci launched a collaboration with Roblox and VRChat to offer a pair of sneakers that can be worn virtually. Lots of new approaches that show how marketing will evolve in the future.

NFT Marketing, the new winning duo

The market for NFTs – tradable digital goods ranging from digital art to internet memes – reached $41 billion in 2021. This roughly equals the traditional art market, which was worth $50 billion in 2020. NFT opens up new opportunities for brands as it presents A sense of exclusivity for customers while allowing them to generate additional revenue.

Last April, Decathlon took the first step towards Web3 and NFT by launching a new pair of sneakers in partnership with Séan Garnier (World Freestyle Football Champion). Each pair is bundled with an NFT that grants access to personalized and exclusive experiences with the hero.

We can also highlight the WWF initiative in Germany, which sells NFTs to endangered animals to raise public awareness. These illustrations illustrate the added value of a mixed customer experience that combines a physical product with an online experience.

Internet of Things for a consumer-centric approach

Data is often the key to decision making, including those related to companies’ marketing strategies. Now, marketing campaigns are designed to arouse the interest of a specific audience and then are analyzed according to their performance with the stated objectives.

According to the American market research firm IoT Analytics, at the end of 2021, there were 12.3 billion connected objects in the world. These are all huge sources of information on customer behavior and consumption habits, and thus are a goldmine for marketers hungry for useful data to improve and personalize the customer experience.

At Hamburg’s Rockstars (RO) Internet Marketing Festival, held in May, Vodafone introduced the Smart Sanitizer concept. Show, in real time, which bottles of sanitizer are still full and provide insight into usage patterns, crowd movements, and other behavioral information about product use. It’s a real-world example foreshadowing an increasingly customer-focused future, with data mapping from behavioral patterns captured in real time.

Social networks attack companies

In its latest annual digital report metric, Hootsuite reports that in 2022 the world will have 4.6 billion active users on social networks and the average time spent on these platforms is 2 hours 27 (+1.4%).

From GlamBots to 360-degree cameras, the potential for user-generated content (UGC) for social media is enormous. Thus, on Instagram, only GoPro, in its feed, publishes content developed by 19.3 million subscribers. Create opportunities for people to interact with your ads and they will follow you!

These numbers show that brands can no longer do without these new channels. This means that they must adopt their code and above all rethink their advertising in order for them to respond to it. On the last RO day, TikTok held master classes to train companies on how to design ads on the app. The Chinese company displayed the hashtag #TikTokMadeMeBuyIt there, indicating its desire to help companies generate revenue on its platform. And this is only the beginning.

While some of the trends mentioned are still in their infancy, it’s a safe bet that they will triumph in the coming months, or even years. Today, all leaders agree on the importance of delivering a frictionless, hybrid customer experience in order to improve interaction between consumers and brands, regardless of the channel used. Thus, it is up to brands to stand out by using innovative technologies to highlight the added value of their products and/or solutions to better engage consumers.

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