As we all know, today’s world is constantly changing. The technological revolution continues to show us that everything is possible. If you want to learn more about the opportunities offered by technological advances in marketing, you’ve come to the right place.
In this article, we will focus on the evolution of “neuro-marketing” in e-commerce and the prospects for the development of supply management.
Neuro-Marketing: What Is It Exactly?
Neuro-marketing is nothing but science based on three very distinct values: emotion, attention and memorization. It is an application of cognitive neuroscience to communication and marketing. Its goal is to help companies better understand consumer behavior by identifying the different brain mechanisms involved in purchases. According to the Until then website, this is the ultimate reason that pushes companies to adopt this technique.
Thanks to such an approach, it is easier to draw customers’ attention to the services and products offered. Thus, neuro-marketing penetrates the human brain to understand the various unconscious processes when a person watches an advertisement or makes a purchase. In the field of e-commerce, this science aims to optimize marketing processes.
New Technologies And “Digitized” Sensory Marketing
As you probably already know, sensory marketing is currently a real weapon of seduction for physical businesses. Indeed, according to a study, a consumer who visits a store applying sensory marketing will increase their visit time by 6 minutes in general. It is, therefore, a real opportunity for companies.
Technological Advances For The Benefit Of Marketing: Visual Marketing
Today, sight is undoubtedly the only sense solicited by e-commerce brands. Virtual reality applied in the field of digital sales offers excellent opportunities. Many stores are already taking advantage of its various benefits. In the world of e-commerce, what would the user experience be like if virtual reality allowed us to live an experience similar to that experienced in stores without leaving our apartment?
A few years ago, Alibaba, a Chinese giant in the world of e-commerce, decided to offer its customers the opportunity to shop through virtual reality and visual marketing for a day. Technologies, we hope that virtual reality will be used more frequently by Internet users in a few years.
Technological Advances For The Benefit Of Marketing: Tactile And Digital Marketing
Indeed each of us has touched a product in a store to assess its functions and quality, right? In the field of e-commerce, touching a product behind a screen seems impossible. However, this could be possible thanks to a “haptic” technology allowing communication between the machine and the Man. Moreover, this technology is already applied to smartphones. This is characterized by a slight vibration when we press on our screen. And although this concept is in the development phase, it offers excellent prospects for the next ten years.
Technological Advances For The Benefit Of Marketing: Olfactory Marketing
Today, scent marketing has an important place in our daily lives. Indeed, smell has a real influence on our behavior. In a physical store, a pleasant smell linked to deep memory can trigger a feeling of well-being and strong emotions in the visitor. What if e-commerce sites could also use scent marketing to develop their sales thanks to new technological advances? In this context, we will assume that each online store has its brand and smell. Admittedly, this odor diffusion system integrated into each device is still challenging to set up. However, this is not impossible.
Digital Innovation And Digitized Emotional Marketing: The Ultra-Personalization Of E-Commerce Sites
As you probably already know, it is now possible to customize the interfaces of e-commerce sites taking into account consumer behavior. And if this personalization always went further by taking into account the emotions of the Internet user? Thanks to digital innovation, we can hope that computers and smartphones will be equipped with a revolutionary camera that can analyze the user’s emotions through facial expressions in a few years.
Imagine that when you visit a site like Amazon to buy a beauty product, the item is out of stock. Thanks to your camera, which detects your emotions, a window will open in your browser and tell you that you will receive a notification when the product is available.
Continuously detecting your frustration and understanding that it does not suit you, the site will offer you a discount code valid on your next purchase to convince you to wait a few days. Thanks to the detection of your emotions, the site offered you offers according to your needs. This ultra-personalization of the online store thanks to digital innovation solves two points. On the one hand, as a customer, your request is satisfied. On the other hand, the site avoided losing a valuable customer. Thus, thanks to modern technologies, there are many opportunities for ultra-personalization and emotional marketing. The main goal is always to offer an optimal customer experience while reducing the risk of visitor frustration.
Digital Transformation: Better Personalization Of Marketing Offers
Currently, digitalization is revolutionizing the management of offers offered by both physical stores and e-commerce sites.
Here are some opportunities that are opening up thanks to new technologies:
- Improved knowledge of the market and the competition: the data sources are currently so numerous that it has become impossible to analyze them without the help of robots. Thanks to technological advances, it is now possible to extract the elements necessary for managing offers and understanding markets.
- Hyper-personalization of offers: customer knowledge and the ability to manage the assortment of offers are essential levers for personalization, even hyper-personalization. This is understood in particular by proposing tailor-made offers for everyone.
- Specifications management: adapting demand requirements is not so easy to set up. Often due to a weak automation capacity, commercial companies cannot manage the necessary data.
- Customization of prices: currently, intelligent solutions make it possible to estimate the impacts of price changes and also make it possible to optimize margins for the company. Others allow the customization of prices and the implementation of segmented and scalable pricing over time.