Wednesday July 1, Valtech, in partnership with Adobe, unveiled for its 4th edition the results of its “Digital Marketing Barometer 2015”. This study, carried out with 300 directors and marketing managers, focused on the following themes: How to optimize your digital campaigns? How to improve your mobile marketing initiatives? How to measure the effectiveness of your cross-channel actions? How to succeed in your digital transformation? Invited to share their experiences, 3 advertisers from very different activity sectors – Deezer, PMU, Club Med – intervened for more than an hour …
Pascal Malotti, Consulting Director at Valtech, drew up a table on future trends:
- An increasingly significant part of the budget allocated to digital marketing;
- Popular mobile apps with more 1/3 of the respondents claiming to spend a budget on it;
- Email Marketing and the SMS leading the preferred acquisition levers;
- Improved customer knowledge thanks to data. According to the study, 2/3 of respondents consider data as a tool for improving customer knowledge.
The study also reveals that the “customer journey” becomes essential to optimize each step and each interaction, provided of course to put the customer at the center of its marketing strategy. Another change, digital is no longer just a vehicle for acquisition, it also strengthens the image of the brand.
Data, the centerpiece at Deezer
Faced with the proliferation of digital channels and the explosion of data sources, companies sometimes find it difficult to measure the effectiveness of their digital strategy. Indeed, what remains complex to analyze are the interdependencies between the different channels. According to the Digital Marketing barometer, only 1/3 of respondents have already aggregated internal company data with external data.
Because, if this pool of data is exponential, it represents a tremendous opportunity for marketing managers both on a business level and on that of customer knowledge. For a pure-player like Deezer, the organization is simplified. Coriolis ombline, Global Head of Media at Deezer, says that ” data is a centerpiece ” and “External data is now integrated “. As for traditional structures, it is still complicated. Mathilde Lamazère, Internet and CRM Director for the Club Med group, hopes to bring IT and marketing together quickly and to customize offline and online marketing operations. It also wishes to offer more people through a mobile application and a bracelet connected with a personalization logic, the bracelet being already an object known by Club Med customers. Ditto for the PMU which has set itself the goal of becoming an ever more efficient, more agile company in step with the times. Today, Vincent Godinot, Marketing and Customer Department in the PMU company, wishes to make better use of the data in order to obtain more precise sequential work but also to bring more importance to humans.
The mobile audience is about to exceed that of the web
In addition to data, the cross-channel offers real added value for the company, it allows you to understand the way your customers interact with your brand and maximizes the impact of your marketing actions. At PMU, the cross-channel is very present and many levers are used. The push banner within secure client areas is what works best. Obviously, email marketing, SMS and targeting are also widely used. In addition, the mail remains an essential lever because very powerful as well as outgoing calls. Deezer, whose average customer age is 25 – 35, favors mobile as a means of communication, his customers being mainly mobile users. Besides, according to Ombline de Coriolis, Deezer would have invested 70% in the mobile In App and 30% on the web and mobile web in 2015.
Although awareness is widely felt, mobile is still an under-exploited channel by traditional companies. However, the MMAF study published in January 2015 reveals that 4 times more smartphones were sold than PCs in 2014 and that themobile audience is about to surpass that of the web. Of course, Vincent Godinot ensures that they are working on it and that 30% of marketing expenses are already spent on mobile.
Marketers know that today’s technologies offer a tremendous opportunity to measure its actions. However, digital transformation may still seem difficult to implement. Indeed, a lot of data is to be analyzed and companies do not always have the internal skills to carry out this type of project on their own. In addition, mobile forces us to think of new services and experiences, fact, offering a quality mobile experience to its users has become essential. Finally, the client has become volatile, it is necessary to follow the user lifecycle and understand how to strengthen the synergy between the various existing levers. Because, to bring value, utility, the company must know the needs and expectations of its consumers to meet, or even exceed them.