The Changing Landscape Of Digital Marketing
The digital revolution that dominates the world of retail and marketing is still evolving, with leading solutions to address the changing consumer behaviors. Furthermore, the persistent trends are accelerated by the Covid-19 outbreak.
More importantly, more consumers are avoiding bricks and mortar stores in favor of e-commerce platforms due to pandemic closures and restrictions, which are rapidly accelerating the trend that has been going on for years.
“These sudden changes have led many retailers to do their best to serve customers efficiently through other channels. Digital-first and omnichannel retailers are changing more easily, but retailers prioritize physical stores and personal engagement. Compared to omnichannel strategies, they struggle to respond, ‘McKinsey consultants said in a relationship.
However, the rapid shift to e-commerce is not the only trend that marketers are experiencing. Social shopping, where consumers research products on social media before making a purchase, is also becoming popular. According to e-commerce agency Absolunet, about 30% of consumers said they would buy directly via social media platforms like Facebook or Instagram.
The buyer also likes more personalized offers. In response, brands have worked to personalize the customer’s experience based on individual preferences, interests, and behaviors, using digital solutions such as machine learning.
New marketing solutions
In an evolving environment, brands need to rethink their overall e-commerce strategies and develop new solutions to keep pace with changes in consumer behavior. Many embrace marketing automation solutions that can handle an increasingly complex and dynamic customer journey with multiple touchpoints on all devices.
Looking ahead, another interesting marketing solution is the use of personalized search to better target brands. The protagonist of this new space is the creation of adtech KPub, which develops an advertising platform that can effectively focus on its audience and maintain personal records to provide greater impact and accurate feedback on its campaigns.
In an innovative twist, 100% of the revenue from the ads and recordings of the platform will be returned to users in the form of tokens, which can be used to access various products and services available in the Klub app . , I sell. to exchange.
The information collected in the app is made available to advertisers in the form of anonymous data. Brands also have access to ad rank based on user ratings. “These ratings are intended to motivate advertisers to place original and relevant content on the platform,” explains Nicolas Tourne, CEO and co-founder of Zircon, the company behind Klub.
Show relevant ads
Another goal of KPub is to provide consumers with relevant ads so that they can determine the type of ad they want to see based on their own criteria.
‘While advertising can provide value in terms of knowledge of products and services that can improve our lives, the problem is that most of the advertising we see today is irrelevant to us. “Through KPub, consumers will be more receptive to ads because they have the power to decide which ads they want to see,” he said. Tourne said.
Furthermore, the Klub platform enables advertisers to limit the number of times a user views a particular ad per day or month.
“In the current advertising model, it’s the platform that benefits from both user data and advertiser spending. Klub wants to change that by acting as an intermediary. Our goal is to connect and bring back users with advertisers.” To your audience. In this way, advertisers and users benefit from what they share, not just the platform. ‘
As more and more consumers choose sustainable and performing brands, KPub also has a charitable element. For the first time, the company will be part of the “1% for the Planet” initiative, in which members undertake to donate 1% of the annual gross sales to approved non-profit partners through various grants.
Tourne says: “Through Klub, we want to give users the opportunity to give something back to society simply by spending time in the app.”