Last week, I had the opportunity to go to the E-marketing fair and attend a few conferences. The one I really didn’t want to “miss” related the misdeeds of Google. Its title, attractive and daring at the same time: New levers to avoid Google addiction Sounded as if echoing the debate that was taking place at the same time on the dominant position of Google. How to manage your investments? How to fight addiction to Google? Three advertisers of travel sites and hotels, were there to tell us about their experience and reveal to us the levers other than those of Google to seduce the internet user …
Getting out of technical marketing levers
Ilan Koskas, group marketing director Travelfactory, launched the first. According to him, it is important to be “disruptive”. Thanks to omnichannel communication, group sites such as travelski.com increase their visibility and therefore their turnover. CRM and email represent the most used levers by the company, they allow to offer to the customers an adequate answer thanks to the collected data. Offline is also widely used by the company, which has found that 1/3 of web customers who have not opened personalized emails have been reached by another means such as the brochure in the mailbox. Finally, the group works a lot with works councils, thereby increasing sales on the brand and cultivating the relationship between the brand and its client.
In Hotelscombined.fr, affiliation is one of the main sources of income. The group also recommends the TV spots that the company manages as “Google adwords”, mobile and above all content marketing. Indeed, Mickael Quilfen, sees content marketing as an extremely effective lever because it makes it possible to speak about destinations in a non-commercial way. The speech is informative, entertaining, humorous; it is qualitative content expected by users and income generator. Widely used in Asia, Spain and England, it is still little or badly exploited by French companies to the great regret of the marketing director of the Hotelscombined.fr group.
For Philippe Maujean, general manager of Locasun, business generation involves not only personalizing emailing and improving the ergonomics of websites, but also traditional communication such as press relations and event creation. According to him, it is necessary ” rethink the fundamentals, be creative, get out of these technical-marketing levers and personalize websites to stand out from its competitors ”.
The mobile, influencer of purchase
Of course there was talk of social media, including Facebook. The social platform appears as a support to federate a community around a subject. It is a place of exchange and customer loyalty where the brand does not necessarily appear. This is the case of Locasun which runs fan pages by theme (eg I love skiing) on which videos and content associated with offers are broadcast. Indeed, Facebook appears more as an “emotional” support where the user comes to exchange with his friends, share his life and his passions online, express his gratitude and / or his dissatisfaction with the brand / product. However, the integration of “call to action” buttons in brand posts, released in December of last year, could well be a game-changer and encourage companies to review their presence on the social platform.
As for the mobile, its use is still timid. Certainly, mobile has an impact on purchasing, but it is “indirect”. According to the advertisers present, purchasing via mobile is a “thoughtful” purchase that can take more than 30 days. However, mobile devices (tablets, smartphones) are increasingly used to make online purchases and this will not stop there. RetailMeNot predicts that in 2015, 19% of online purchases should be made on mobile. In addition, according to a study by Publicis Shopper mobile influences purchases at heights of 25%. But then, what is the most business-generating platform between a site and a mobile application? Travelfactory believes more in an application that accompanies the client during their stay while Locasun supports an ergonomic and personalized mobile site.
There are therefore many sources of income other than Google search (Google PDM: 90.35% worldwide and 95.46% in England). Content marketing, data exploitation for better customer service, traditional offline media, mobile, inbound marketing which offers a new approach to bring customers and business together, etc. are also powerful levers generating revenue. business. In addition, it is by thinking “positioning”, by creating brand ambassadors, by scripting the product, by creating customer communities on social networks around the product and by retaining them through the personalization of sites. business will not be able to do without Google but will slow down its enormous expenditure and no longer depend on the most powerful company in the world.