2017 marketing trends
The new business model for data, AI & emotional content, green marketing of frugality, rule of mobile, new European regulations… Decrypting the trends and paradoxes facing marketing experts and mangers in 2017.
The new business model for data
“Don’t count the people you touch, touch the people who count!” Ogilvy’s famous slogan that retail brands have become aware of takes all it’s meaning in 2017. Retail is now focusing on the importance of this capital that has become available through new offers in terms of segmentation and prediction. Internal data (CRM, transactional or related to communications) is linked with databases of behavioural data; the objective being to acquire new targets.
In the field this translates into:
- Targeting the right prospects within the catchment area
Appetent prospects within the catchment area are now accessible thanks to behavioural databases, linked with consumer panels such as Kantar Media or Worldpanel, as are zappers who hesitate between several brands, or the marketing targets popular with marketers for example DINKS (Double-Income No Kids), couples with no children, high consumers and choice target, difficult to reach. And others to come in 2017 that will integrate information linked to consumers’ habits and style such as smartshoppers, bio buyers…
- More effective advertising campaigns
The idea is to push further by transforming these new targets into audiences that can be activated through all media and via the main terminals. Before, one merely targeted a segment of customers. Today, the relationship concerns ultra-targeted audiences thanks to the power of predictive models that integrate an increasing amount of data, occasionally heterogeneous, and the use of DMP (data management platform) linked to the different channels, in particular that of display.
- The illusion of free data
This one of the paradoxes inherent to data. On the one hand, consumers seek to access free services or content on the internet in exchange for personal data on the social networks, but at the same time they fail to understand why they cannot be paid when their profile or browsing data are used. As a result they massively block any use of their browsing data (Adblocking). I believe in pedagogy for Data and transparency of information in this respect. Brands should integrate this approach into their strategies.
Artificial Intelligence & emotional content
Emotions are part of our lives and yet they are essentially taken into account for advertising but little or not yet for marketing, despite being a main factor in our decision processes. Although algorithms that power software today are capable of recognising sounds and image thanks to machine learning, they will also soon be able to identify our emotions by cross-analysing data from the tone of voice, heart rate, written reactions, and our behaviours. Emotions are becoming measurable data but this is not enough. Thanks to detailed analysis of customers’ behaviours, artificial intelligence will make it possible to run hyper-personalised marketing actions. This is precisely what consumers are looking to find: relevant context advertising that can potentially offer assistance, advice or products in line with their centres of interest. Welcome to the marketing of emotions!
Multiple use cases are possible, such as the ability to refine prospect segmentation, create new offers in real time, continuously adapt the pricing policy depending on the competition environment, or reduce the attrition rate by detecting the first signs announcing a cancellation/termination.
The paradox: being approached by a brand becomes so relevant and spot on that you might perceive it as an intrusion into your intimacy. A perception that can quickly turn against the brands if they have not obtained clear permission from their customers and implemented strict data access and protection policies.
Mobile phones: a key to access omni-channel customers
Smartphones are part of our everyday life and have become a hub that centralises all communication channels: voice, texting, instant messaging, push notifications, emails, social media,… 60% of purchases are prepared via a mobile phone and 20% of 18/34 year olds do not use a desktop to surf online. The real challenge for the brands lies in a communication policy that integrated all the channels. 2017 is the year that will see the introduction of campaigns that integrate a display plan per catchment area, retargeting campaigns via e-mail, and well as a consolidation for postal.
Lawmakers will reinforce the new European Regulations that will come into force in May 2018. With a new sword of Damocles that is the revision of the e-privacy directive that plans in particular to forbid cookies being stored by default. Used by advertising firms, these latter will be required to obtain the users’ permission and will no longer be able to simply display a banner on the page upon the first visit. If this directive is passed, marketers will find themselves unable to implement online targeting strategies. This represents a new challenge in terms of pedagogy addressing the European authorities concerning the impact of this type of decision on the economy and in fine on employment for our innovative businesses. More explanation and less regulation!