Virtual reality, chatbots, artificial intelligence, big data, blockchain… The digital industry is shaking the world of marketing and communication. The integration of these digital innovations in the professional practices of each one is fundamental to survive in the working world. Let’s review the 5 main trends of this 2018.
What use is given to virtual reality in marketing and communication? This device allows you to evolve in a fictional world using a VR headset (virtual reality).
We can not continue talking about advertising in the place of sale, with the arrival of virtual reality, since its intention is precisely to “dematerialize” the facilities! Rather we should talk about advertising in virtual reality to promote virtual spaces to visit.
The RV is ideal to show the future buyer how the product or service in question can change your life. In the promotion of pilot flats, for example, their use is especially useful and interesting.
Or imagine the use that can be given to it in the tourism environment. Virtual reality allows future tourists to venture into the countries they wish to visit or explore, as well as in hotels.
Virtual reality is being used in marketing studies where behavior is observed during a purchase process. Virtual Reality (VR) allows to represent, at a lower cost, complex environments: departments, stores, shopping centers, etc.
For the user who tests VR helmets, the perception is almost identical to reality.
What’s interesting in all this? Immersion, in a realistic context of use, which facilitates more accurate and relevant feedback.
We remind you that not long ago, we talked about the impact that is having, and may end up having, virtual reality (and augmented) in HR.
Chatbots and voicebots
The chatbots are those interlocutors, always present and willing to answer us, who illustrate the advances of artificial intelligence in the areas of marketing, communication and relations with customers.
Present in the chat areas of the websites, or in instant messaging services, they play the role of true commercial advisers for relatively simple and well-identified applications. But there are more reasons why chatbots can be useful to the company.
If the chatbot is a robot that writes messages or SMS; The Voicebot is a talking robot that makes it more human.
Artificial intelligence is progressing at a dizzying pace and the distinction between human-machine is increasingly diffuse. Take the video of the presentation of the new Google voice assistant as an example. We witness the conversation between a client (a robot, actually) and an employee of a hairdressing service …
What is the reason for these devices? Have a “digital home” Able to understand our voice commands to: search information on the Internet, book at a restaurant, play music, turn on the light of a room …
Companies are adapting to this new mode of robotic and voice communication offering services with this type of assistants. In France, there are already 200 voice applications for Alexa (Amazon’s IA). Companies such as RATP, Yellow Pages, Radio France or Télé-Loisirs have activated their voice application with the assistant.
Some companies have also been interested in the Google Home service. Monoprix allows its customers to make their shopping lists and place orders, all through voice … Sephora allows you to book a beauty service through the assistant.
Big Data is the set of unstructured data that the company can access, to complement and enrich their own data, in order to have better control over their activity. The volume of this data is unlimited, of different nature (images, text, video, …) and accessible in real time. These characteristics allow a greater personalization of marketing and communication actions. The data sources for Big Data come mainly from information from:
- Social networks.
- Third-party data providers.
- Open data.
For companies, Big Data could improve, for example, their geomarketing. Identifying the best locations to carry out your business.
The challenge of centralizing data
One of the main problems is the aggregation and exploitation of this data. A Data Management Platform (DMP) provides a response to this challenge by enabling the recovery, centralization, management and use of data related to potential customers. The DMP thus becomes the central tool of marketing and communication services.
Unification of data around the client
The other challenge is to create a unified view of the consumer. The establishment of a DMP also aims to respond to this challenge. The idea is to be able to link a computer, a mobile device, a tablet or an object connected to a unique identifier. So that you can follow each client throughout their relationship with the brand, through the different points of contact. The objective is to personalize the offer and the communication. And, of course, improve the customer experience.
The Blockchain appears together with Bitcoin, the first cryptocurrency. Blockchain and Bitcoin are united, but the “blockchain” principle can be used for purposes other than digital currency. The Blockchain allows, for example, to guarantee the security of transactions (sale, loan …) without the need for the involvement of trusted third parties (bank, notary …).
A blockchain constitutes a database that contains the complete history of the exchanges made between its users from the beginning. Data that are verifiable by users.
In Marketing and Communication, we must remember that a chain of blocks can replace a trusted third party. For example, it is possible to imagine that a customer can trace the path of their product and verify its origin or production. That’s what the American fashion brand Baby Ghost did. By incorporating an NFC chip in a garment. With your smartphone, the consumer can access the history of the garment and verify the authenticity of their purchase.
The Blockchain could, for example, provide much more transparency to the advertiser when buying advertising campaigns (banners) billed by CPC or CPM.