Relationship marketing focuses on the client and the quality of relationships with them. For many, it consists in having a segmented approach after having apprehended and targeted an audience through different channels, but this is today insufficient and in fact, it must be transformed.
For Stéphane Amarsy, CEO of D-AIM, software publisher for marketing specialists, this approach is obsolete because the time is for the individual’s consideration in its singularity. And the pandemic that the world is going through makes this claim all the more correct.
Focus on uniqueness and creativity
Paradoxical in appearance, the use of artificial intelligence (AI) in marketing does not dehumanize customer relations, on the contrary. Although consumer segments are traditionally established in the implementation of a marketing strategy , the needs of individuals differ from each other within the same group. “We have to start from the principle that each person is unique. The simple fact of addressing several customers contravenes this consideration, ”explains the founder.
Thanks to data, artificial intelligence will make a decision to get closer to the individual and personalize their customer experience . ” AI plays the role of intermediary, between a human, marketing professional, who has powerful ideas but a certain inability to implement them, and the consumer, whose need is to be considered as nobody ”, specifies Stéphane Amarsy.
Marketing professions can thus become more creative, and bring real added value to building the customer experience. When the efficiency to identify a client is a mission left to the software, the professionals focus fully on the human aspect and creativity.
The coronavirus, revealing this transformation of uses
For the manager, the coronavirus is intended to reveal this problem of singularity, and sees it as an opportunity to change ways of doing things. Not all people have experienced deconfinement in the same way, all the consumption habits adopted during the crisis are not to be generalized, but purchasing behaviors have and will no doubt continue to change, he explains before. to distinguish two types of actors in the understanding of these issues: ” The ‘visionaries’, like Zara for example, do not hesitate to completely shake up their business model to make a shift, while the ‘followers’ can sometimes react too much late and be at the foot of the wall ”.
The publisher’s fundraising in April and the increase in the number of customers since the start of the crisis testify to the transformation underway . The telecoms and media sectors were already advanced on the subject before the crisis, but retailers and banks are now getting started . “ The originality of the crisis is the fact that it forces entities to renew themselves , summarizes the founder of D-AIM. It is not a technological innovation, we are experiencing a real revolution in uses ”. As such, the publisher plans to intensify research and development, and works on the marketing of its new product.
The essential transparency card
The data available to artificial intelligence to work for the customer are ” fine knowledge “, says Stéphane Amarsy. In other words, they include the data that the consumer has been good enough to show, even if the consumer is not always aware that he is giving indications on what he needs.
The subtlety therefore stems from the promise of transparency and ethics which the company that uses this technique must demonstrate. For our interlocutor, ” The company must give the consumer the means to understand and be free to choose, but the essence of this balance is also societal “.
If it is undeniable that the GDPR (General Data Protection Regulation) contributes to this balance, the reluctance towards AI remains. To overturn them and perceive this technology as a sharing authority placing the individual at the heart of marketing strategies, the manager recommends in particular having a didactic approach and popularizing information.