The new tools of modern marketing

DATE: February 9, 2019

AUTHOR: Leslie Marshall

Marketing is not very old, barely a century old, but it has evolved and continues to do so today. Media has been added as well as consumption patterns. These changes have been made over several decades, but the turning point has been the arrival of the Internet

From now on, the Internet has become unavoidable for all sectors of activity and for everyone. In France, the Internet penetration rate is 80%. No company can ignore the power and the need of the Internet. The relationship with the consumer has been changed: more spontaneous and on very different channels. You should know that the French spend about 4 hours a day on the Internet via a computer and 1h on mobile (not working time). Thus, in addition to webmarketing, we have seen the arrival of m-marketing or mobile marketing..


WITH THESE TECHNOLOGIES AND CHANGING BEHAVIORS, NEW MARKETING TOOLS HAVE EMERGED

PULL, PUSH AND C2C

Push is messages that are automatically sent to us without any request from us: sms mailing, emailing. They are generally poorly perceived because they are very intrusive.

The Sweater, meanwhile, works according to our research on the Internet: keywords on the search engines, sites consulted, etc. Google is also a master in the field.

Finally, the C2C is the reputation of a brand and therefore the word of mouth, the network. If it is hardly noticeable in everyday life, on the Internet, it is easier. Brands will be able to detect conversations about them through keywords (in blogs, forums, social networks). They will be able to manage their image by interfering in these conversations or simply do the watch and anticipate drifts.


TRACKING

It is different from the Pull, because it consists of an analysis of everything we do on the Internet (pages visited, duration, purchase process …) in order to inform the success of a campaign or a site and to make a more precise targeting. It is often analyzed via tools like Google Analytics and makes it possible to better focus the SEA campaigns.

WITH THE ADVENT OF THE INTERNET, COMMERCE HAS CHANGED

If some businesses have arrived with him, others have been in trouble: the record industry, the press … It is facing this risk of loss of market share that some sectors have adapted, offer a complementary offer online (example of airlines) and establish a real virtual customer relationship.

Despite these developments, the principles of marketing remain the same and adapt to all media. But all the new data acquired thanks to the techniques of analysis of the flows internet (web analytics) come inflate the stock of elements to treat: this is called Big Data …

CATEGORY: Marketing


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