Wednesday, June 29, 2016

Thanks to new advertising technologies, retail invests the … – Les Echos

Since we all constantly a handy phone wherever we are, a brand of traditional retail will be able to capture our attention at the right time and then accompany us easily store and even maintain a direct relationship after this first contact. This is the time of “marketing time”.

To remain live marketing “traditional” following the digital revolution

So far, direct marketing could almost be summed up in the traditional display (TV, View, etc.) and distribution of promotional coupons on the street, in mailboxes or email. The game is changing gradually as mobile technologies evolve. Now, when a brand wants to drive traffic to a store, it has at its disposal a range of tools to send location-based messages in real time in order to reach the consumer at the moment he is receptive stage of purchase . For this, it relies on three operational levers: the connected devices, mobile advertising and online marketing tools.

– The Internet of Things represents a unique lever interaction between the consumer and physical stores: of course smartphones, but also tablets, smartwatches connected bracelets, etc. Tomorrow, in a mall, a brand can cross a user’s data (provided it gives permission beforehand) to send a discount on a product that he has already searched online.

– Advertising geographic location in real time: the technology of real-time bidding (RTB) used in online advertising and mobile extension is to allow real-time printing advertising an advertiser and to determine the price through numerous user data (geolocation, browsing history, age, interests, buying behavior, etc.). Thanks to RTB, one is now able to target so as ultrafine a mobile user.

An example: a major national sporting goods brand sales will seek to target, for an operation, people who visited a sports site in the last two weeks. For this, she will also target these users when they are close to the catchment area of ​​one of his signs, in order to deliver the message to an interested person and when the latter can potentially go directly in stores.

– Mobile technologies a store and their marketing. There are several technologies already deployed to users who, combined with RTB, also participate in this reconciliation between the retail and digital

o “wallet” e (type PassBook iPhone or Google wallet on Android) offers a new way to interact with the user by sending information it can store in this virtual portfolio: airfare, concert, or even coupon.

For the distributor, it is easy to send information and may have a significant impact on the decision to buy in stores. Especially as these “Wallets” could soon afford to pay directly with your smartphone, as is the case in the US (Apple announced that its technology payment via smartphone and smartwatch Apple Pay arrive in summer 2016 La France).

o Near Field Contact (NFC) is another technology integrated information exchange in the vast majority of smartphones on the market. Just close your smartphone with an NFC-compatible terminal (a window, a poster, a box …) to trigger an interaction with the user: transmitting a discount coupon, a promotional offer, d an interactive advertising, etc.

The combination of its 3 levers opens a new field of action unexpected marketing for retailers. Try to describe a direct marketing campaign using these new technologies. For this, take the example of sports teaches it, with the approach of summer, for example, could look for all Customers who showed interest for rafting, with a smartphone, with less than 23 years old and male.

1. The brand is an RTB advertising on mobile / tablet / objects connected: it can choose to target relevant users (focus sport, man, 23, with a smartphone) initially. Then it will reduce its target users located within less than 5 km from a 100 store chain. Finally, the campaign will be aired during the opening hours of the nearest store. The interested customer and a greater chance of moving in stores. If the user is targeted by offers matching its interests, the chances that it shows reactive vis-√†-vis the sign in question are optimized. Thus, ad targeting is significantly more accurate and more powerful than any direct marketing campaign “traditional”.

2. The message contains a promotional offer incentives to get an exclusive offer. This offer is limited in time, better enjoy it now.

3. The user clicks and downloads a coupon in his electronic wallet.

4. He went to the store and take advantage of the offer by showing the downloaded coupon. Most need a credit card, the consumer pays through his “wallet” and his phone.

5. The company offers the user to enjoy its loyalty program by adding it to their virtual wallet. Of paper, everything is stored. At the same time, users can download the app from the sign by scanning a barcode with their phone. The customer is now entering a marketing channel that will allow the brand to maintain contact with it via the installed application.

6. There are now out of traditional advertising channel. This will be most affected by the sign that will take care of the de-targeting at its next advertising campaign.

This is the air of real-time, ultra targeting and interaction. The era of “time advertising”. The era of “drive to store”. This is what provides such application Waze GPS world famous. The displays advertisements on the App will be done once the user off. A banner can be displayed on the top half of the screen, for example offering to guide him to a fast food sign located within one kilometer of its location, prompting him to make a detour on its way to taste a burger.

Stronger: through RTB, Waze analyzes the opening hours of stores and displays a word “open” in the blindfold within advertising, adding incentive information importance to the user. And if the fast food chain is closed? RTB will prevent the advertising display, preventing advertising space “lost”. An economic component recognized and especially enjoyed advertisers today, which are all hunt “burning cash”.

The retail has always been a little angry with digital: brands that do not have online store is currently under-represented in the media buy, except for certain campaigns images. Today, technologies like RTB offer huge opportunities for communication that will gradually supplant the direct marketing “traditional” in the months and years ahead.

(*) Study Fevad 2015: http://www.fevad.com/espace-presse/bilan-2015-du-e-commerce-en-france-les-francais-ont-depense-65-milliards-d-euros-sur-internet

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