As some continue to equip themselves with software to process their “big data,” many companies are starting to feel the wind turn by sensitizing themselves to another collection form, thus sounding the death knell for traditional marketing strategies. Much more ethical and responsible, “permission marketing” perfectly fits users’ expectations. We could almost talk about “organic marketing” … Yes, it is a letting go, which makes you win even if it is difficult to accept.
More than a trend, a profound change
Everyone is fleeing commercial communication
The level of tolerance of consumers has never been lower. They are increasingly distant from commercial communication. Beyond being often ineffective, it annoys your customers and prospects, ultimately moving them away from your initial goal. Worse, your users are equipping themselves with means to escape advertising discourse with AdBlockers or anti-advertising stickers on mailboxes.
A reduced available brain time
We are all zappers: in front of a television or our radio, a Facebook news feed, or our car listening to the radio. The consumption of information and content is fragmented, thus reducing consumers’ attention to a minimum. Control of the messages is inexorably shifting into the hands of the consumer. Now, he chooses what he wants to listen to, read, see…
GDPR: a new text that changes everything
No need to introduce the General Data Protection Regulation. One thing to remember: brands must now obtain the consent of their users before lifting a finger.
The end of mass marketing
Brands must learn to speak the same language as the multiple communities that make up their “target.” A rebalancing between push communication (broadcasted towards the consumer) and pull contact (that he seeks) is now more necessary than ever. Communication must move towards a more responsible model, in line with customer expectations: it must be available where the consumer gets informed and not imposed on him.
In the face of this new context, what can be done to be the brand that is listened to and desired, the one that people want to seek out?
Offer more choices than a simple “YES/NO.”
What if you offered more possibilities to your interlocutors? Sandra, a mother, may be more willing to be called on Wednesday afternoons. Jules may accept your newsletter if you compose a digest for him only once a month. By allowing your customers to manage the advertising pressure they are under, they will undoubtedly give you a first chance!
No more secrets; tell as much as possible!
Opt for transparency by revealing what you do with the data, with whom you work, the protection measures you have put in place, and the commitments you make that differentiate you from others. Beyond being mandatory, these little details make a difference today in a world where data breaches and violations are becoming more frequent.
Bury your “dark patterns”; assume your “opt-out”!
The notion of dark UX or dark pattern refers to interface design practices considered unethical and intended to obtain the desired action from the user. Who hasn’t had the unpleasant feeling that they were being “forced” a little to conclude a purchase or join an insurance or complementary service on the web? Ultimately, these practices only reinforce your users’ mistrust of you. Face the truth: a prospect who refuses to be solicited is not necessarily a “non-customer.” Probably thousands of people use your services without being in your marketing databases. Instead, see the bright side of respecting their choice: it will also cost you less!
Provide real advice! The era of dream sellers is now over
Crossed-out prices in newsletters no longer make people dream.
Monitor your advertising pressure regularly
The omnipresence of advertising creates the unpleasant feeling of being bombarded with messages due to constant solicitation. We recommend paying close attention to your unsubscribe rates to avoid annoying your audience. If the curve shoots up, it means you need to ease up on the advertising pressure!
The world is divided into two categories of brands
Brands will be divided into two groups: those who continue to believe that to get to know the customer, you must look over their shoulder, and those who understand that in the future, marketing will be done with customers who willingly get to see the brand. Which side will you be on? Do you have a choice? At Axeptio, we strongly advise you to get used to these new practices as soon as possible. And to start n the right foot, look at our inserts.
