t a time when political currents conducive to the closing of borders are multiplying, the opposite effect is occurring in all other sectors of our society. This is what Pierre Bisseuil, research director at Peclers Paris, explains during the “New Frontiers” Viuz conference on Thursday 18 May. The first trend Rajput Status vediostatus.com Hindi | Royal Rajput Status | Rajputana Status In English | Rajput Attitude Status | Rajput Love Status | Rajput Shayari that emerges from modern marketing is the rejection of gender partitioning: young people no longer want to be categorized according to gender, sex and sexual preference. And this is reflected everywhere, in the media, fashion, society and laws, identity and culture. “We do not characterize anymore in genre but we take the best of the feminine and masculine to create a third, fourth and fifth kind”. There is also a strong tendency to rethink cultural boundaries. Many brands act to abolish issues of cultural identities. One thinks in particular of the DNA test of “The DNA Journey” or the operation #BreakTheWalls which decompartmentalizes the sector of the ethnic cosmetics. There is also a strong desire to combine spontaneity and truth. For its new campaign, Dolce & Gabbana made an improvised photo report with live and non-posing models. The success of Pokémon Go or social networks makes it possible to measure the weight and the importance of the fictitious in the daily life of the young or the fading of the separation man / machine with the expansion of the chatbots. Man and innovation “What is man? ” This is the question that attempts to answer Ludovic Cinquin, CEO of Octo Technology (Accenture Group). His answer is: ” What makes a living being a man is when he starts to use the technique. Since we learned to make fire with a flint, technology defines us entirely. ” But since a decade, there is a massive acceleration with the evolution of digital. Technology is now able to make us perform better by changing parts of our body. ” The advent of artificial intelligence is the second great techno revolution after the internet,” says Ludovic Cinquin. This phenomenon will develop massively. ” It is already used daily without realizing it as for example the treatment of spam emails”. This historical innovation has its limits. Civil societies and politics are going to have to ask fundamental questions: what is acceptable and what is not? The sliders of the acceptable and the unacceptable have already been misplaced during the times. “Indeed, 20 years ago, we could never imagine making replacements of members thanks to artificial intelligences, we would have found that horrible”. The issue is also to ensure that equal opportunities are maintained and not to favor such innovations for those who can afford them. The new dimensions of advertising Paul Antoine Strullu, Sales Director France AppNexus, exposes the latest cases of personalized advertising. There are implicit commercials like the window of Decathlon City commercial street (Paris, 15th arrondissement), updated daily according to the research of Internet users who live in the neighborhood. But also great in-store inventions, we think of the store of tomorrow, “no cash” like Amazon Go, this autonomous shop that has just opened in Seattle. There, there are no cases, no staff, everything is done with the mobile and it is a boon for brands. There is also advertising on the algorithmic model, such as Spotify’s “Discover Weekly” feature, which crosses a user’s interests with the community to personalize their musical Rajput Status vediostatus.com Hindi | Royal Rajput Status | Rajputana Status In English | Rajput Attitude Status | Rajput Love Status | Rajput Shayari choices with meaning. The problem of marketers and advertisers is knowing what to do with all the data collected from their customers, users or targets. ” As a result, there is a synergy in France between platform publishers to standardize sites and software for marketing purposes. By agreeing with each other, the competitors are doing less harm. ” Influencers, social media and dark social “The key to marketing today is the influence,” believes Caroline Duret, Executive Director Obvious.ly before continuing ” to reach its target, it is on its territory that you must go hunting” . The only constraint to choosing one’s influencer would be the search for emotion, ” whether they have a lot of followers or not, the important thing is the strong power of recommendation.” In the influence, the emotion goes through Rajput Status vediostatus.com Hindi | Royal Rajput Status | Rajputana Status In English | Rajput Attitude Status | Rajput Love Status | Rajput Shayari a spokesperson who opens the doors of his community by talking about a product / brand / service with his own guarantee and his own prescription. It’s strategic for brands. This management of influencers has allowed the creation of new professions in companies. Today, there are dedicated whole departments: there are people who are in charge of the project influence brands, directory managers, people who are in charge of the analystics, the logistics or the analysis of performance. “These new jobs sometimes have laborious, time-consuming tasks. For example, to manage 25 micro-influencers, this represents 100 hours of work. ” Before, we said ” content is the new media” . Ten years later, social networks are indeed a revolution, but the mass media (TV, the press, the display) are still there. Only, everything is digitized, the cement: it’s the data. ” Media has networked to see consumer behavior,” says Marie Dollé, Kantar Media’s Head of Content & Digital Strategist. We can now also track the spread of content off social networks: this is called the dark social. This is when you copy and paste content to one of your contacts on WhatsApp, Skype, Messenger for example. Worldwide, 60% of content sharing is dark social. In France, it’s 39%. (source RandiumOne and Kantar Media). The power of virtual reality and chatbots Virtual reality is heard everywhere, but how does it translate into marketing? This system allows the user to immerse themselves in a fictitious world is divided into two distinct categories: the virtual reality on PC or console that offers an immersive experience, and the second, the virtual reality on mobile, a little less immersive, but much more affordable. Virtual reality experiences are represented through helmets while augmented reality through glasses. The main obstacles to goggles and helmets are the bad user experience, the fact that there are too many technological constraints, a price still too high and too few applications and content. In this $ 85 billion market, Anahita Eutrope, Associate at Aster Capital, tells us that it is smartphones and tablets that will strongly contribute to the growth of the market in the coming years. This is why brands of phones like Lenovo with Phab2 Pro or Asus with Zenfone AR will soon integrate new features such as depth sensors or 3D cameras. GAFAs also get started. On the virtual reality side, there is Facebook Oculus or Google Daydream. And augmented reality side, we think of Google Tango, Microsoft Hololens and Snapchat Spectacles.
- viralnoax