Marketing mobile: the rise of customization and customer centric
Marketing is defined as « all markets studies which are done to establish a commercial strategy aiming for developing and stimulating a product or a service”. Marketing and its services evolved with new communication canals.
EMERGENCE OF MARKETING MOBILE
Thus, with new technologies development, web marketing and mobile marketing stand in for “daddy’s marketing” and direct marketing.
They looked more for a personalization of the offer. New communications canals allow companies to get closer to their consumers, and to adapt their messages to their individual profile.
SILO ORGANIZATION VERSUS CROSS CANAL
Until 2014, marketing has evolved. However, it keeps a silo effects in the companies’s organization. Each service has its own vision of the consumer and is managed alone. Obviously, such a system is difficult to establish cooperation between the actors of the company. They can’t have a common strategy in this organization.
With mobile marketing, companies start moving their strategical orientation. Not only smartphones allow collecting specific datas, but also it supports closed collaboration between services and communication canals.
Thus, for few years, cross canal marketing has been brung in the center of strategies. Its positioning passes necessarily by mobile datas exploitation, with different kinds of devices, such as geofencing, e-couponing, and others. Through these strategies, companies can adapt their messages.
First, mobile datas permit to know precisely users’s profile and to send them adapted messages. There is a real return on investment with such adapted communications. Before, the message was global and touched only a part of potential targets.
Secondly, all the information collected on different canals is gathered and processed. It leads to a profilage and an optimal personalization. There is a better knowledge of the favorite devices and each way to reach each customer.
Finally, cross canal marketing and mobile marketing work together in a customer centric way. Unlike the silo organization, where each service works alone, the cross canal functioning puts the client in the center of all of them. All the services of the same company are concentrated around the customer. This is the new concern of companies marketing.
However, these companies are confronted with a limit: national, European and international regulations, actual and future. Indeed, even though collected and processed datas are a source for marketing strategies, users are protected. This is for example the French law about Informatic and Liberties of January the 6th 1978, or the new European rules about the protection of personal datas adopted on April the 14th of 2016. Companies have to apply their strategies, conforming to those decreed laws and respecting consumers’ rights.
If mobile strategy is actually booming, marketing evolves really fast, likewise ideas and new technologies. The Web 3.0 still offers opportunities of marketing. After mobile marketing, the diversity of connected things represents another way to customize messages and to approach the consumer closely.
Etudiante en Master 2 Gestion et Droit de l’Economie Numérique à l’Université de Strasbourg, je souhaite participer au développement du droit lié à l’émergence des nouvelles technologies.