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The 4 New Challenges of Marketing in the Digital Age

Nichole Kerr

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We work on a daily basis with companies wishing to accelerate their digital transformation. As leaders read and hear a lot about the growing possibilities offered by new technologies, they wonder if their marketing function is up to par, especially in the use of these new possibilities. Very often our observation is the following: all the ingredients for success are in place, the required investments have been made in technology, but the arrival of digital technology and all the data it generates destabilizes those who must use it. This loss of benchmarks “blocks” the marketing function, which takes refuge in its operating habits. The customer experience is therefore not there.

The whole problem ultimately comes from the fact that the transformation of marketing in the digital age is first and foremost a paradigm shift. Meeting this challenge requires a change of mind and even a way of working, which is not the province of technology.

From there, in our opinion, the 4 challenges of the marketing function of the company or organization are as follows

Challenge # 1: Moving from guessing marketing to certainty marketing

Just yesterday, the marketing function worked with socio-demographic and behavioral data. A target group was established based on common denominators: their age, their level of education, their place of residence (rural or urban), their income, etc. This target group presented by assumption a good chance to be interested in the product or service. “Good luck” meant at best a 10% chance. The rest, 90%, was a loss assumed at the outset.

If this margin of error were accepted, it is completely unbearable in the era of Big Data and all its analytical instruments. Because the reality today is as follows: the information generated by the capture, analysis, and processing of data is immensely more precise than that which is presumed by humans.

The “digital data” provided by Search, the combination of data generated by DMP and the recommendation engines (machine learning) makes it possible to replace the assumption by certainty, or almost, which considerably increases the accuracy of targeting while delivering an experience positive and memorable to the consumer. Instead of presuming a potential need common to the whole of a target group, we detect a purchase intention on a case by case basis: such an individual is today even likely to buy my product or my service. He was spotted by algorithms based on his profile and his consumer behavior. Even better: we know how to reach him.

From there, to continue to target in a socio-demographic way and to carry out its marketing offensive starting from the postal codes, for example, is an aberration whose practice is explained only by the habit or the ignorance of two things: the new possibilities and new consumer expectations. The world is changing: we must change too.

Challenge 2: Go to hyper-personalization of messages and recommendation

Most marketing offensives are still worked out by a media strategist who builds an annual dissemination calendar based on qualitative and quantitative studies… and a good dose of subjectivity.

As competent and experienced as he may be, this media strategist will never be as precise and effective as machine learning processing huge amounts of data in order to detect purchase intentions. It will never be able to replace a tool specifically programmed to trigger behavior in a consumer whose visit, via digital, makes him a client with very high potential. These tools have the power to transform a prospect into a customer by making a relevant offer when he is most receptive.

As much as the traditional media required planning in advance, the possibilities of marketing automation and programmatic marketing allow reaction today in real-time. All companies today claim a desire to switch their advertising investments to digital so … why continue to make annual plans?

More Here again, the challenge is that of a paradigm shift: the marketing functions must develop new reflexes, think differently.

Challenge # 3: Switch from product to personalized customer experience

In the digital age, the product is no longer at the center of the marketing strategy. As curious as it may seem, effectiveness consists of capturing an audience and in building their loyalty, after which (and after which only) the product will be offered to it. Why? Because the customer experience is today an essential component of the offer. The consumer bought a product yesterday. Final point. Today, he begins by adhering to the values attached to this product. Even more and more often, its membership precedes its purchase.

This is also the reason why so many sectors of activity are experiencing difficulties. As they focus their strategies on their products or services, as usual, new players capture their audience by providing them with interesting content that can help them solve problems. When the time is right, this solution becomes a terribly attractive product. That’s it.

This is one of the most difficult transformations to be carried out within the marketing functions because they must imperatively question the dominant role of product marketing within the value chain.

Challenge # 4: Consider all points of contact with the consumer in calculating ROI

ROI-based decisions that only measure the economic performance of call centers and retail outlets are increasingly biased. Why? Because they only consider two points of contact with the consumer, whereas today there are tools to follow him in real-time on all the points of contact with which he interacts.

Thanks to web analytics and attribution models, it is now possible to consider all the points of contact and therefore to make more informed strategic decisions, based on complete rather than partial data. If ROI is still at the center of business decisions, it can no longer be calculated as before: it is to ignore essential data.

One of the major projects of the marketing function, therefore, consists in taking digital performance into account and integrating it into its analysis. To achieve this, it is necessary to set up the measurement infrastructure which will be able to generate the required data. Here again, you have to change your way of thinking.

Invest in technology, but also on the evolution of ways of doing things and talents

Going digital is not just about investing in data capture, analysis and processing equipment, and software. We could even say that this investment represents only half of the investment required. The other half should be spent on transforming the marketing function of the company or organization.

This transformation of the marketing function requires solid planning since it is not only a question of implementing new technologies but of thinking about new technologies. By comparison, we could say that it is not by buying a recycling bin that we do recycling. It is by working on what people think about recycling, failing which the bin will remain empty and its purchase to be placed in the column of losses. The same goes for technologies: everywhere they prescribe that the ways of doing things must be rethought, that the roles and responsibilities be redefined, in short, that a transformation project is an integral part of the investment.

To take advantage of technologies, the organization must break down silos and form multidisciplinary teams where marketing, distribution, and technology teams will work together like a start-up: sharing, collaboration, synergy, and alignment will create the state of ‘own spirit of transversality, agility and even continuous change. These teams will create technological solutions from the new possibilities offered and real needs and, from there, will identify new ways of working by opening the door wide to design thinking and sprinting. This will not fail to attract and retain the true digital talents, today so precious.

The trap is to invest in these new tools and continue to work as if they were simply new versions … of the old tools. The Big Data, it’s much more than that: it is the scrapping of a bygone way of communicating with consumers. Neglecting the importance of planning this transformation, managing this change in depth, is seriously risking being overtaken by new players and put your investments in the trash. Not even in the recycling bin …

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Windows 10 Main Features

Bryan Nesbit

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What are the main features of Windows 10

Windows 10 has the more powerful Start menu, apps for any device, a new web browser and being able to work with several programs at the same time on the screen are just some of the new features of the operating system that can be downloaded for free from today

Windows 10 is a fact and from today, gradually, millions of users in 190 countries began to receive it on their computers and tablets.

Officially introduced months ago, Windows 10 is Microsoft’s strongest bet to reposition itself in the world of mobility. It is that the system adapts to practically any electronic device.

Windows 10 wants the user to have the same system, regardless of the device used at all times: tablet, laptop, or phone, just to mention a few.

Calvo recalled that users of Windows 7, Windows 8.1 and Windows Phone 8.1 will be able to update their systems to the new version of Microsoft’s operating system for free during the first year after its launch, thus making the Windows 10 license theirs forever.

News Start

The first thing users will see is the renewed Start menu, which offers a simple display of the most used applications or the most recently viewed documents.

The menu will also offer suggestions, the recently added apps, and the possibility of pinning them to have them at hand. It also has a search engine, the complete list of installed apps, and Live Tiles, that is, windows constantly updating with new emails, the weather, or any application activity.

“If your Start menu starts to look messy, try moving some of your anchored apps within a group of similar items. Just move a tile into free space, and when a gray divider bar appears, drop the tile. Then move more tiles inside or outside the group according to your needs. You can also remove them by right-clicking on the tile and selecting ‘unpin from start’, “Microsoft said.

Universal apps and continuity

The various app stores will become available in only one, now called Windows Store. The change has an explanation: the apps will be universal, that is, they will work on any compatible device.

On the other hand, Windows 10 will provide a consistent platform on all devices. “Continuum allows you to transform devices, with the elegant transition from a tablet to a PC and vice versa, as well as having an enriching desktop experience on Windows Phone,” said Microsoft.

For example, according to Calvo, in the case of a 2-in-1 device, just by removing the keyboard cover, the system automatically recognizes that it works in tablet mode and adjusts the functionalities to use it in the most optimal and natural way.

Notifications

To the right of the screen will be the notification center, space where you can find email alerts, settings, alerts and instant messages in the same view, as well as buttons to activate functions such as Wi-Fi activation with a single click. , location, among others.

“The user shouldn’t be surprised when their icon changes color when they have updates they haven’t previously reviewed,” Microsoft said.

The desktop, more useful than ever

Windows 10 lets you group up to 4 applications in one place and see all open tasks in one view. Even something already present in other systems finally lands in Windows natively: now it is possible to create virtual desktops, ideal for when more space is needed or the user wants to concentrate specific programs for different projects.

To group up to four applications on the screen it is necessary, once opened, drag them to the corner of the screen you want. Windows will suggest how you can fill in the gaps with other open applications.

How to keep the desktop under control? By clicking on the Task View icon in the taskbar, all open apps, documents and files appear on the screen. From there you can choose what to do, either close them or create the aforementioned virtual desktops by clicking on the option that appears in the right sector under the screen.

Virtual desktops are ideal for bundling programs and applications geared to a particular task. For example, you can have one for everyday work with Office, mail and navigation, and another for entertainment, where you can place messages, music, and videos.

Edge

Microsoft Edge is a browser designed to carry out online activities in new ways. It offers the possibility of writing annotations on a web page, the ability to share, and the reading view.

With Cortana integrated, Microsoft Edge provides results and content according to the interests and preferences of the user. “Fast, fluid, and personal, Microsoft Edge enables people to focus only on content relevant to them and actively participate on the web,” the company said.

Window 10 with Biometrics Feature

Biometric recognition, including 3D facial recognition if the equipment includes a camera, is another functionality of the new system, with Windows Hello, which recognizes the owner of the device and allows it to demonstrate its identity also without keys.

It currently works in three ways: face, iris, and fingerprint, and includes an infrared and 3D meter.

With Windows Hello it is possible to configure the PC camera so that the user can access the system through facial recognition. If the equipment has a biometric fingerprint reader, it can also be configured without any additional software.

Regarding security, the recognition data is not transmitted via the web, the system uses asymmetric cryptography or stores the data locally on the hardware. So Hello is fully compliant with enterprise-level security standards.

Talk to the PC

Windows 10 also adds Cortana, a digital assistant that learns user preferences to offer relevant recommendations, quick access to information, and important reminders by voice or keyboard. Microsoft clarified that it is capable of telling jokes.

Cortana will not be initially available in Argentina. It is expected to arrive in a few months.

The Windows Hello system will allow you to log into a PC without a password, providing instant access using biometric authentication.

Games

Meanwhile, Xbox on Windows 10 brings the Xbox Live gaming network to both Windows 10 PCs and tablets. “People can communicate with their friends on Windows 10 PCs and Xbox One while playing on PC and sharing content via Game DVR. People can also stream games directly from their Xbox One console to their Windows 10 PC or tablet at home. Games developed for DirectX 12 in Windows 10 will experience speed, efficiency, and capacity improvements graphics, “the company ended.

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5 ELECTRIC CARS THAT WE COULD SEE IN THE FUTURE!

Larry Segura

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5 ELECTRIC CARS THAT WE COULD SEE IN THE FUTURE

Electric cars are exploding… well, the sale of electric vehicles. If the vehicles themselves exploded, it would be much more worrying.

The fact remains that between 2015 and 2019, the number of electric vehicles in Quebec increased from 8,000 to 66,000. It remains very little compared to the total number of vehicles on the roads, but one would think that as manufacturers make more models available, this number will increase.

Moreover, during the last CES (Consumer Electronics Show), many companies came to present new models of electric cars that we may (or may not) see on our roads in the coming years.

Here are 5 new electric cars that we could see in the future!

 

Sony’s mystery car

Sony Yes, you read that right, Sony. The same company behind the Walkman and the Playstation.

The Japanese company caused general surprise by presenting a car in Las Vegas earlier this month.

Even if the prototype is very finished, the company does not want to start selling cars, however. It was rather to present Vision-S, the electronic platform developed by the company.

Thanks to this, cars equipped with Vision-S could for-example offer assisted driving (the car would automatically detect pedestrians, cars and other obstacles and adjust for you), in addition to offering 360-degree audio worthy of larger cinema, which fits well with the many screens with which the car is fitted.

In short, you won’t see the Sony car (which doesn’t even have a name) on the roads anytime soon. But the technology it contains is likely to arrive at dealerships soon.

 

BMW iNext

BMW

This is a vehicle that you are more likely to see on the road.

This fully electric SUV developed by BMW is a true techno machine.

Not only is the vehicle electric, but it will take full advantage of the 5G network, which will allow it to be connected to the Internet at an extremely fast speed.

What does it change? The connection speed will allow the autopilot to be even more efficient, it will be possible to play online video games directly in the car, in addition to allowing access to the satellite network for all passengers, wherever the car is.

As long as you don’t play video games while driving!

 

The Segway S-Pod

Segway

Well, ok, it’s not exactly a car, but it’s so intense that I have no choice but to talk about it.

Segway, the company behind the kind of electric scooter of the same name, has just unveiled an electric chair that uses the same technology.

The chair balances itself, and you just need to press the joystick installed in the armrest to steer your machine.

Apparently, the chair is extremely comfortable, in addition to being fast (top speed of almost 40 km / h!).

It is designed for indoor and outdoor travel. But let’s be honest, it will mainly serve to take us for Professor Xavier.

 

Rivian R1T

Rivian

These newcomers to the automotive world have been talked about this year with the Rivian R1T, a fully electric “pick-up”.

The characteristics are impressive: power of 750 horsepower and acceleration from 0 to 100 km / h in 3 seconds.

But we also learned at CES that the car will be equipped with Alexa, Amazon’s personal assistant. In particular, you can use voice commands to play music or make calls, but you can also control the car, by adjusting the temperature or lowering the windows, for example.

 

Fisker Ocean

Daniel Golson / Roadshow

Another fairly young manufacturer in the industry (its first car was marketed in 2007), Fisker now offers the Ocean, an SUV that claims to be the most eco-responsible vehicle in the world.

Not only is the vehicle fully electric, but the interior is made of vegan materials, the carpet is recycled, even the rubber used to make the tires will be reused.

In addition, the vehicle is cheaper than its equivalent at Tesla, with a suggested retail price of US $ 37,500, or about $ 49,000 Canadian.

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Gmail blocks an average of 18 million coronavirus-related malicious emails per day, according to Google

Larry Segura

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Last week, Google blocked millions of emails related to the coronavirus whose recipients were Gmail users. The company itself has announced it in an article published on its corporate blog this Thursday.

“Last week we saw 18 million emails daily that contained malicious programs and phishing and were related to COVID-19. To this is added the more than 240 million daily spam messages that are related to the pandemic,” says the technological in his post.

Google claims to be blocking most of these messages, but it also warns users of its email that hackers have been trying to “get a profit from the fear and uncertainty surrounding the pandemic. ” Still, phishing attempts are nothing new, but they have now adapted to the current situation.

Hackers have tried to take advantage of Gmail users in a number of ways: They have been posing as health authorities like the World Health Organization to request “fraudulent donations or distribute malware “, and have impersonated government agencies to take advantage of companies that awaiting confinement or telework orders or aids.

Google is working to protect its users against these hacking attempts by “proactively monitoring all  COVID-19 related malware  that we detect in our systems and workflows.”

The tech company has also recommended that its users do a complete review of their cybersecurity and avoid downloading files from unfamiliar sources, using the ability to preview documents within the email itself — which can help prevent them from downloading malicious programs automatically.

He has also asked that it be verified that the links that appear in the received emails direct to the site to which they claim to direct. Gmail users can report spam or malware emails, which will help the platform automatically block them in the future.

Phishing and fraud attempts have grown during the pandemic as hackers have seen how they can take advantage of people’s fears during the coronavirus crisis. So far this year,  the United States Federal Trade Commission has already received more than 15,000 complaints related to the coronavirus for fraud or scams. Americans’ losses are up to $ 12 million.

Another target for hackers is also companies that may have a less secure IT infrastructure in times of teleworking. Proofpoint cybersecurity researchers have warned of historic growth in corporate email fraud attempts. Cybercriminals are taking advantage of the coronavirus to try to steal information.

“Cybercriminals have sent waves of emails ranging from a dozen to 200,000 each time, and the number of active campaigns continues to grow,” said Sherrod DeGrippo, Proofpoint’s senior director for cyber threat prevention and investigation.

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