Technology, but not only!
Posted: Sun Jan 12, 2025 6:38 am
Consumers have changed! Subject to constant solicitations on all types of media and supports, at all hours of the day or night, at work or at home, customers can no longer stand constant and too often inappropriate bombardment.
According to a large survey conducted by Ogury (provider of a digital marketing platform specializing in mobile), the results of which were published at the beginning of July 2019, only 26% of French people consider targeted advertising to be effective . Even worse: 51% of respondents consider them intrusive and believe that they damage the image of the applications or websites that broadcast them!
Is it just a targeting issue? Probably not, since car owner database nearly 9 out of 10 users say they are annoyed by targeted messages and only 14% of respondents find them useful.
We live in a technological era. The omnipresence of Data opens up tremendous prospects in terms of customer knowledge, personalization, experience and engagement… But is technological innovation an intrinsic response to the needs of companies to stand out in an ultra-competitive world?
In a recently published column , Martial Delpuech, Operational Marketing and Communication Director of Hub One and Vice-President of CMIT , discusses the limits and risks of a marketing strategy that is only a reflection of a pronounced taste for innovation, asking the following question: " Should we sacrifice reflection on the altar of innovation?"
If marketing practices are today deeply impacted by artificial intelligence , Big Data , or even conversational interfaces , do they still make sense? Nothing is less certain!
One vision, one challenge: proximity to the customer
In his report, Raphaël Rodier, Ogury's chief revenue officer, hammers home a key message: " Our survey shows that [...] the lure of immediate gains generated by intrusive or irrelevant advertising represents the risk of seeing half of its users disappear ". The observation is identical for Martial Delpuech: " Big Data has barely been tamed by companies that we must already move on to smart data. And what do we think of lead nurturing and marketing automation strategies, very fashionable three years ago, but already obsolete according to the great gurus of the discipline? "
According to a large survey conducted by Ogury (provider of a digital marketing platform specializing in mobile), the results of which were published at the beginning of July 2019, only 26% of French people consider targeted advertising to be effective . Even worse: 51% of respondents consider them intrusive and believe that they damage the image of the applications or websites that broadcast them!
Is it just a targeting issue? Probably not, since car owner database nearly 9 out of 10 users say they are annoyed by targeted messages and only 14% of respondents find them useful.
We live in a technological era. The omnipresence of Data opens up tremendous prospects in terms of customer knowledge, personalization, experience and engagement… But is technological innovation an intrinsic response to the needs of companies to stand out in an ultra-competitive world?
In a recently published column , Martial Delpuech, Operational Marketing and Communication Director of Hub One and Vice-President of CMIT , discusses the limits and risks of a marketing strategy that is only a reflection of a pronounced taste for innovation, asking the following question: " Should we sacrifice reflection on the altar of innovation?"
If marketing practices are today deeply impacted by artificial intelligence , Big Data , or even conversational interfaces , do they still make sense? Nothing is less certain!
One vision, one challenge: proximity to the customer
In his report, Raphaël Rodier, Ogury's chief revenue officer, hammers home a key message: " Our survey shows that [...] the lure of immediate gains generated by intrusive or irrelevant advertising represents the risk of seeing half of its users disappear ". The observation is identical for Martial Delpuech: " Big Data has barely been tamed by companies that we must already move on to smart data. And what do we think of lead nurturing and marketing automation strategies, very fashionable three years ago, but already obsolete according to the great gurus of the discipline? "