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  • Le marketing prédictif ou l’art de vous vendre ce dont vous n’avez pas (encore) envie
marketing predictif boule de cristal avenir

Le marketing prédictif ou l’art de vous vendre ce dont vous n’avez pas (encore) envie

teameditorial16 janvier 201825 septembre 2022

Le marketing prédictif, c’est comprendre ce que veut votre cible avant qu’elle en ait conscience. C’est entrer dans sa tête et anticiper ses faits et gestes. En d’autres termes, c’est lui tendre un verre d’eau avant qu’elle ait soif. On te l’accorde,  la définition aurait pu être plus glamour, mais autant entrer tout de suite dans le vif du sujet.

Le marketing prédictif, une mine d’or pour les marques…

À l’heure du big data, le marketing de masse disparaît et laisse place à des échanges de plus en plus personnalisés entre les marques et leurs prospects. Aujourd’hui, on sait parfaitement qui tu es, où tu es et ce que tu fais. Cette masse de données gargantuesque constitue un véritable joyau pour les entreprises et sa valeur ne cesse de croître. Imagine avoir la possibilité de tout savoir sur la personne que tu vas rencontrer et avec qui tu vas boire un verre ce soir. Tu sais exactement quel sujet de discussion aborder, ce qui lui plaît ou non, et tu vas être plus efficace. Flippant, mais efficace.

Ici, nous sommes dans la même situation (sauf que tu n’iras pas boire un verre avec Jeff Bezos, à priori). En connaissant ton comportement et en l’anticipant, on peut te proposer des produits ou services qui ont de grandes chances de te plaire, et donc de te fidéliser. En te fidélisant, les marques peuvent ainsi avoir une vision à long terme et optimiser leurs achats et leurs stocks. Un cercle vertueux dont tu constitues le précieux noyau.

…et l’émergence de nouvelles pratiques

Nous l’avons souligné, l’exploitation de ces données constitue un enjeu colossal pour les marques qui n’hésitent plus à investir et voient de nouvelles pratiques émerger. Architectes réseau, data scientists, data analysts, la liste de ces métiers 2.0 est longue et met en exergue l’importance capitale de protéger et de décortiquer ces données. Certaines écoles l’ont également bien compris et ouvrent des formations dédiées aux métiers du big data. Des profils prisés qui apportent une grande valeur ajoutée en entreprise.

Et comme certains fans d’Inception avaient prédit le marketing prédictif, on assiste à la valorisation exponentielle de structures qui se sont spécialisées dans le domaine. C’est le cas d’Advalo, une start-up rennaise qui propose son expertise en matière de communication omnicanal et de marketing individualisé. Entre autres, elle attache un point d’honneur à l’accompagnement de magasins physiques et à mettre fin au mythe selon lequel Internet détient le monopole de la personnalisation. Advalo, c’est aussi un chiffre d’affaires de 5 millions d’euros, une référence sur son marché et une expansion prévue à l’international. Vous avez dit visionnaire ?

Paul Lafage

Pour en connaître plus sur le marketing : https://gnitekram.fr/

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