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On-demand marketing: Cum va arata viitorul

Tags: marketing, on demand marketing, nevoile consumatorilor

Noile tehnologii atrag dupa sine personalizarea radicala a experientei cleintului, in timp real si oriunde in lume. Afla si tu despre ce este vorba, pentru a nu fi luat pe nepregatite.
Digital marketingul este pe cale sa intre pe un teritoriu cu multe provocari. Pornind de la vasta crestere a puterii consumatorului adusa in fiinta de era digitala, marketinguls e indreapta spre a deveni on demand, la cerere. Adica trebuie sa fie tot timpul relevant, sa raspunda la dorintele consumatorului si treaca in linie dreapta prin tot zgomotul pentru a livra la termen.
 
On-demand marketing este alimentata de ecolutia continua, simbiotica a tehnologiei si a asteptarilor consumatorului. Deja, tehnologiile de cautare au facut ca informatiile despre produse sa fie ubicue. Social media ii incurajeaza pe consumatori sa partajeze, sa compare, sa-si ierarhizeze experientele. Iar dispozitivele mobile adauga dimensiunea „oriunde” la mediul digital. 
 
Marketerii pionieri stiu deja cum sa inteleaga nevoile de cautare ale consumatorului si positionarea cautarii optimizate a devenit un punct de atractie principal in media. Companiile si-au amplificat activitatile de publishing si de monitorizarea a ceea ce se intampla pe social media, sperand sa creeze experiente emdia pozitive pe care consumatorii sa le partajeze. Isi angajeaza chiar lideri de opinie care sa scrie opinii favorabile despre ele.
 
Dar suntem numai la inceput. Ceea ce impinge experientele de marketing tot mai departe este cresterea conectivitatii mobile, spatii online mai bine proiectate cu un limbaj HTML5 mai puternic, activarea a Internet of Things pe multe dispozitive prin tag-uri de comunicare si microtransmitatori care nu costa mai nimic. Consumatorii vor putea in curand ca caute dupa imagine, voce si gest. Sa participe automat alaturi de altii facand poze si incheind tranzactii, sid escoperind noi oportunitati cu dispozitive care augmenteaza realitatea in aria lor vizuala (vezi Google Glasses).
 
Pe masura ce aceste capacitati se multiplica, cererile consumatorului vor creste in patru domenii:
 
1. Acum: consumatorii vor vrea sa interactioneze oriunde si oricand.
 
2. Pot sa: vor vrea sa incerce lucruri cu adevarat noi sub formate de informatii disparate (de la conturi in banca la date despre activitatea fizica) care se desfasoara mai eficient, in moduri in care li se aduce valoare.
 
3. Pentru mine: se vor astepta la date stocate pentru ei care sa fie targetate precis conform nevoilor lor sau folosite sa personalizeze ceea ce experimenteaza.
 
4. Simplu: vor ca interactiunile sa fie cat mai simple.
 
Autor: Alina Negrutiu


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