Maintenant que nous sommes en 2023, tout le monde parle du futur du marketing dans les années à venir et le respect de l’éthique des clients et du Marketing.
Plusieurs questions se posent, À quoi ressemblera le marketing dans 10 ans ? Le monde est-il prêt pour la nouvelle vague des technologies du marketing ? Comment les entreprises seront-elles amenées à définir une future stratégie marketing ?
Comment la pandémie a affecté le marketing ?
Même avant la pandémie, le monde évoluait lentement, mais sûrement dans le sens d’une consommation plus consciente. La pandémie a encore accéléré ce changement, donc aujourd’hui, peu importe ce que les entreprises prévoyaient, elles sont tenues de suivre ces changements.
Vers un monde post pandémie digitalisé
La tendance organique a triplé au cours de la dernière année, car plus de personnes se concentrent sur leur santé et leur bien-être au quotidien que jamais. Les clients sont attirés par des marques axées sur un objectif, durables, transparentes et éthiques.
De plus, pour la plupart des gens, le travail à domicile est devenu la nouvelle norme et le restera apparemment pour l’année à venir pour de nombreuses personnes. Ceci et le nouveau style de vie « Digital Nomad » a eu un impact considérable sur le marketing.
La plupart des entreprises ont dû rétablir leurs stratégies de marketing, car elles doivent franchir rapidement la plupart de leurs étapes importantes et mettre en œuvre de nombreux nouveaux outils et logiciels. Les méthodes agiles sont nées, aidant les marques à atteindre leurs objectifs en quelques mois plutôt qu’en quelques années.
La pandémie, un accélérateur des investissements numériques
La transformation marketing consiste à raccourcir le parcours client, en supprimant les éléments intermédiaires qui sont finalement inutiles. Cela rend non seulement le parcours du consommateur plus rapide et plus efficace, mais la plupart de ces méthodes favorisent même une approche plus personnelle que les gens apprécient.
Les investissements numériques ont également considérablement augmenté au cours de la dernière année. De nouveaux outils, logiciels et fonctionnalités ont été introduits, et les entreprises ont eu peu de temps pour en tirer parti. Celles-ci sont devenues des piliers de l’évolution du marketing, et elles vont encore se renforcer dans quelques années.
Ces outils aident les marques à créer de meilleurs résultats de meilleure qualité et aident également les clients à atteindre leurs objectifs plus rapidement, qu’il s’agisse d’un achat ou d’un service. Cela permet également au public de bénéficier d’un niveau supérieur de transparence et de relativité, car il peut désormais examiner de plus près le fonctionnement de ses marques et entreprises préférées.
L’expérience de meilleure qualité avec le bonus supplémentaire d’un bien meilleur résultat aidera les entreprises à rester à flot en ces temps difficiles.
2020 et 2021 ont apporté le mantra suivant ; Les expériences sont la méthode, les résultats sont l’objectif et le délai de valorisation est la métrique. Sans cela, il deviendra de plus en plus difficile de garder une longueur d’avance.
À quoi ressemblera le marketing en 2030 ?
Comment l’Intelligence Artificielle impacte le Marketing ?
Le marketing est l’un des domaines des opérations commerciales où il est largement prédit que l’intelligence artificielle entraînera beaucoup de changements. En fait, une étude de McKinsey a révélé que, avec les ventes, c’est la seule fonction commerciale où elle aura le plus d’impact financier. Autrement dit, si vous êtes un spécialiste du marketing et que vous n’utilisez pas l’IA, vous passez à côté des avantages de la technologie la plus transformationnelle.
Il est peu probable qu’il y ait des gens qui font du marketing aujourd’hui et qui n’utilisent pas l’IA sous quelque forme que ce soit. Car, il y a tellement d’outils avec des fonctionnalités d’IA que nous avons l’habitude d’utiliser sans même y penser.
A titre d’exemple, les solutions de publicité sur les réseaux sociaux et les moteurs de recherche les plus utilisées, les plates-formes d’email marketing et les outils conçus pour aider à la création de contenu fournissent tous des fonctionnalités qui exploitent ce que nous appelons actuellement « l’IA ».
L’IA offrira de nouvelles perspectives au marketing, c’est l’avis de 80% des responsables marketing.
Malgré son importance dans le monde de l’entreprise, de nombreux départements marketing ne disposent toujours pas d’une approche axée sur les données et respectueuse de l’IA, ainsi que de développer des compétences et de se perfectionner afin de répondre à la demande de compétences.
Le Métavers, un levier Marketing et une future réalité
Bien que le métavers est encore une notion floue à travers le monde, il compte bien devenir un levier marketing non négligeable et pourquoi pas à l’avenir, le premier canal où tout reste à composer.
Une économie qui pourrait atteindre plus de 800 milliards de dollars !
Avec cette approche, les marques bien connues comptent mettre au cœur de leur stratégie globale le consommateur ou leur futur client. L’expérience utilisateur et humaine sera peut-être la clé du renouveau marketing dans ce monde virtuel où ils pourront mettre à profit des expériences immersives et garder le lien entre le réel avec des modèles présentés et trouvables dans les deux mondes.
En gros, le métavers serait un point névralgique pour le futur de notre économie mondiale.
Le marketing du futur sera piloté par la donnée, BIG DATA ?
L’analyse des mégadonnées a été un sujet majeur de discussion récente. L’impact du big data sur les ventes et le marketing est passé au crible. Il existe une idée fausse selon laquelle les informations contenues dans l’analyse des mégadonnées sont mal utilisées et sans valeur.
Le big data et le marketing s’alignent et ont montré leur valeur dans le monde réel. L’avenir du marketing réside dans l’analyse des mégadonnées, si elle est correctement convoquée, et le potentiel est incroyable. Les stratèges marketing n’ont touché qu’à la surface du big data, et certaines entreprises ont déjà montré qu’elles avaient trouvé une véritable croissance supérieure au marché.
Le client est le seul point focal, et l’entreprise doit profiter des technologies et des données pour renforcer le lien qui l’unit à lui.
Une analyse de McKinsey a révélé que « les entreprises qui adoptent une approche plus centrée sur les données améliorent leur retour sur investissement marketing de 15 à 20 %, étant donné les quelque 1 000 milliards de dollars que les entreprises dépensent chaque année en marketing à l’échelle mondiale, soit 150 à 200 milliards de dollars de valeur supplémentaire ».
Les entreprises qui utilisent les mégadonnées « affichent effectivement des taux de productivité et de rentabilité supérieurs de 5 à 6 % à ceux de leurs pairs ».
En gros, le marketing connaît aujourd’hui des changements majeurs à la minute. Les changements qui ont commencé avant la pandémie n’en sont qu’accélérés, ce qui signifie que la plupart des objectifs d’une marque doivent être atteints plus rapidement que prévu.
Les marketeurs devront innover de plus en plus pour conquérir ce nouveau monde. Car, il est crucial pour les organisations de suivre ces changements et de garder une longueur d’avance à tout moment, surtout en ces temps où rien n’est garanti.
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