Last edited on July 18, 2021 by Digitiz
There are millions of consumers buying their products every day both in stores and on the Internet. Although their tastes and expectations differ, they all have the common desire to find the offer that best suits their interests.
Telephone canvassing, advertising messages full of promises or even promotional newsletters: Prospecting techniques are legion and are diversifying to attract the consumer’s attention. Marketing professionals understood this very quickly.
Concept of predictive marketing
Predictive marketing – or database marketing – is a revolution in commercial strategy. Thanks to the advent of digital tools, it is now possible to collect a large part of users’ browsing data anonymously. Today, we need to better understand consumers’ desires in order to anticipate their purchasing behavior.
These consumption habits are worth their weight in gold in the market because they can quickly turn into a real competitive advantage. “Anticipating consumer behavior” is this new trend that all sales players are trying to ride, hoping to grab their market share and quickly explode their turnover.
The secret recipes that make a better sales campaign
Community sites (blogs, forums, etc.) and social networks are key factors in data supply. In this sense, predictive marketing brings together all the techniques for extracting information, whether it concerns purchase histories, comments on any product, loyalty cards or simply subscriptions to a brand. It is these enormous quantities of information absorbed every day on the Internet that brands generally use to better understand users. The objective is to transform them into customers through targeted promotional campaigns.
When Big Data enters the heart of marketing 2.0
This massive cross-checking of information is what we commonly call Big Data. Using algorithms, this powerful processing system makes it possible to analyze behavioral patterns whose objective is to equate the needs of each consumer in order to encourage them to purchase the products that correspond to them. Advertisers may then be able to improve their marketing campaigns and anticipate which products will continue to be popular over time.
However, if Big Data seems to be a boon for marketers, it is frequently perceived as a formidable espionage tool. However, the data collected remains anonymous and this strategy also benefits consumers: it reduces exposure to advertising flows while connecting users with products that better meet their interests.
Marketing reinvented by subscribers.
Carefully examining all the data to establish consumption forecasts is where the power of predictive analysis lies. And this revolution is already underway. Whether it is messages sent on smartphones, subscriptions on social networks or even newsletters scattered around the confines of email boxes, information on consumption habits abounds everywhere.
All this data can be converted into a real sales force, but it still needs to be analyzed quickly. Predictive algorithms must in fact be capable of processing masses of requests, however complex they may be, to eventually determine the products that correspond to each consumer need.
Using consumer information to your advantage
The whole challenge of Big Data is to make this collected data speak so that it has value for a marketer. This necessarily involves identifying the causes relating to consumer choice. It will only then be possible to exploit them operationally. A titanic job, certainly, but one that will inevitably bear fruit. For example, just by analyzing product reviews on e-commerce platforms, it is possible to know an entire population of consumers. This will make it possible to refine customer relations and make advertising investments profitable to exponentially increase sales.
Predictive marketing, should we really get started?
With the proliferation of Big Data projects in companies, it is certain that predictive marketing is indeed the future of commerce. Large specialized agencies like Manageo quickly understood that they had to capitalize on this profitable phenomenon. Specializing in B2B information for VSEs/SMEs, this Aix-based company meets two fundamental needs.
On the one hand, that of transmitting crucial information which allows companies to know the financial health of their future partners. On the other hand, the company tends to provide a professional service to better support them in their prospecting efforts. As you can see on their platform, Manageo provides commercial brands with powerful data activation tools capable of bringing added value to consumer data so that they can establish precise targeting campaigns.
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