Inbound Marketing is still very much linked to the traditional Internet. Text, viewed from a desktop computer after a Google search or a discovery on social networks through serendipity. To develop, adapt to the B2C market, to new uses of digital, Inbound Marketing will have to reinvent itself and become multi-channel, depending less on SEO and Google …
2006-2016: 10 years of digital generation
On the occasion of our 10 years, find a video on digital developments over the past 10 years.
Video, B2C Inbound Marketing
Referencing on YouTube with How-to or educational videos, Brand Content with web-docs or mini-series, video-shopping inspired by tele-shopping or street hawkers, video offers many possibilities to “become sound own media and convert their audience into a client ”. On the other hand, it is little or badly understood by brands which, with rare exceptions, approach it from an advertising angle. Used to buying space, brands make short films that quickly catch the attention of the Internet user and convey a single message concerning the product or service. Conversely, there is no real time limit on the Internet, 1min30 is a standard and not a dogma. We can make very good videos of 3 minutes, 20 minutes or even 2 hours. The main thing is to interest, to answer a problem, to entertain.
Audience attention no longer depends on the broadcaster’s programming. If an Internet user wishes to watch several minutes of advice on how to make a spinach pie or put brakes on a bicycle, they are free to do so. If he wants to watch extreme sports videos sponsored by Red Bull, or the Oasis #BeFruit miniseries, he is free to do so. Ditto if he lets himself be embarked for a few minutes by a video-shopping on the last hyper clever convertible sofa to save space. Instructs marketers to appeal to producers likely to make interesting, captivating content, and able to convert the audience into a customer, because conversion remains the objective of an inbound strategy which is not content to be content oriented.
YouTube, for example, allows for the introduction of clickable call-to-actions that can direct visitors to page landings. More traditional advertising messages at the start or end of the program can also be introduced, or the brand’s products made visible in a product placement approach.
The Mobile App, a conversion tool still little used
Becoming your own media with a Mobile App is not necessarily easy, because it is very difficult to encourage the download of an App and its installation. Even if the App is free, installing it is considered a purchasing act that must be stimulated, often by adopting an Outbound approach with media buying and paid campaigns.
However, once the mobile app is installed, it can become a great loyalty and conversion tool. Let’s take a few examples:
- An agency with a blog that would use its mobile application to stimulate the sharing of its content with its community of ambassadors, but also to follow up on clients’ projects and collect their satisfaction;
- A kitchen installer who, once the sale has been made, installs his mobile application on his client’s phone to allow him to admire his future kitchen while waiting for it to be installed and present it to all his friends, while offering sponsorships. Between the time of sale and installation and the time when the customer is most enthusiastic, he has overcome his fear of buying and he is impatient to receive his kitchen;
- A real estate agent to generate leads by marketing his Apps and offering exclusives available in preview on his app and his site before platforms such as seloger, but also to manage his relationship with buyers and sellers: follow-up of visits , formalities, etc.
Chatbots, not yet mature, but promising
The future of digital will not be just text. Even if the promise of Siri and the other virtual assistants is not yet kept, it is very highly likely that in the very near future, it will become a reality and allow a real oral interface between man and machine. Interface which could even become telepathic as in the film “Her”. It will therefore be important for brands to participate in its conversations by developing chatbots capable of answering questions from prospects and customers in natural language, and supporting them in the conversion journeys.
The chat experience is already possible with text / video chat platforms such as iAdvize or Videodesk, but it is still limited given the fact that there is a man online. Setting up fully available artificial intelligence without time constraints or profitability / sales targets will free the user experience. They will then feel free to ask all questions that come to their mind in the same way that they happen to them in a not always orderly way on a website. For me, this is techno to follow closely in the coming years.
And you, what do you think of the future of Inbound Marketing? Whatever happens, becoming your own media and converting your audience into a customer will remain relevant!