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Path to the purchasing journey:
Shake up the conventional thinking
Communication is sometimes difficult between online and offline, but however essential. If the two worlds have ignored one another for a long time, omnichannel marketing has shaken the rules.
What is important now is to have a holistic vision: to know the return on investment and the true impact of an online campaign on the revenue generated in store.
To do so effectively, brands must follow the entire
customer purchasing journey. A better understanding of individual behaviors and what motivates the purchase will allow to tailor messages and create a truly personalized experience.
With this approach naturally comes the question of the personal data management and geolocation, a focus for questions, tensions and passion.
The advertising SDK: a tool for monitoring, measurement and analysis
A SDK (Software Development Kit) allows the development of Apps and software based on the programming language specific to a navigation system or terminal. In simple terms, mobile operating systems (such as iOS for Apple or Android for Google) give developers the opportunity to create new services based on the native features of systems, such as downloaded applications, data geolocation or notifications. In a drive-to-store context, companies specializing in data collection deploy marketing SDKs in Apps. The SDK collects information about visitors’ habits, usage and behavior, with their prior consent.
The SDK marketing can be seen as a compass: it guides and share information that can help marketers take the right decision. In this sense, it has the same use as a cookie that we can find on regular computers. With the tracking of the visitor’s journey, it is easier to offer a personalized experience.
On mobile, with an increasingly fragmented use and a natural tendency to cross-device, the SDK allows to personalize promotional offers, marketing campaigns and messages to reach the right person at the right time and on the right device.
Customer journey: a contract of trust
With the GDPR (General Data Protection Regulation) the question of personal data is more important than ever. It affects everyone, individuals and professionals alike. Digital risk is a trending subject often brought up by media to highlight widespread piracy, security breaches and the issues of geolocation-related consent. With these rapidly evolving issues, it is important to build a clear and efficient model. The goal is simple: to create a relationship of trust with customers, to use only data strictly necessary for the smooth running of offers and services and to protect the user privacy.
To get there, advertisers must incorporate educational design components into the customer experience. Which means informing, explaining and leaving the user in control. He should always be able to subscribe and unsubscribe easily and to limit the times and places where he interacts with the brand.
The more consumers are aware of these mechanisms, the more positive and efficient will the impact of advertising be, by building a trust relationship. It is a win-win approach where publishers create free content funded by advertising to develop new features and services.
On their end, publishers will improve the shopper experience by providing a timely advertising message addressed to the appropriate profile, creating a hyper-personalized advertisement without losing any exposure. It is a ROI approach that values the customer journey and can be added to a Premium paid service with no Ads.
The shopper experience: a model to develop
After the UX (user experience) comes the SX: The SHOPPER EXPERIENCE
A strategy that brings together a set of tools, techniques and best practices to smooth the relationship between customers and brands. This is the special connection that all brands truly want: a personalized, frictionless journey, with the right data at the right time to make the right decisions and create value in interactions at each point of contact of the interactions. An approach that consolidates online and offline experiences to better anticipate expectations and offer the best answers to customer needs.
Collected and carefully used, personal data coupled with high-level shopper experience participates in a smoother purchasing process. An important step to generate qualified traffic, boost your sales and build a true consumer-centric data strategy.
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