Читать книгу A Customer-oriented Manager for B2B Services - Valerie Mathieu - Страница 35

The term digital revolution clearly indicates the impact that digital technologies will have on society in general and on business in particular. Marketing is one of the privileged targets of this digital revolution and cannot survive without integrating it. We talk about digital marketing or e-marketing to gather strategies, methods and tools that rely on the Internet. Digital marketing is an undeniable means for marketing:

 – to have access to the market since it has become a common habit for each of us to go on the Internet to search for information on an offer or a company;

 – to maintain or increase its market share since the share of online commerce is constantly increasing;

 – to enrich the relationship and the customer experience since the customer asks for a digital experience in addition to, or sometimes instead of, a physical experience;

 – to launch new offers that can even be based on new business models since the economic model of platforms is constantly conquering new sectors.

Indissociable from the Internet and the digital revolution, data and customer data in particular, poses a triple challenge for marketing: technical (how best to collect and analyze data), strategic (how best to transform this data to create value) and ethical (how to create value from customer data without compromising their freedom and respecting their rights). The data issue is particularly important for B2B services¹⁹.

Thus, initially adorned with many virtues, digital technologies pose new challenges to marketing: managing e-reputation, meeting the demand for transparency that the Internet has promised, working in the immediacy that the Internet allows for, rethinking the skills of marketers as well as salespeople, etc. But above all, the Internet questions the role that humans can retain in this immaterial channel of relationship to the market and the customer.

In a 2019 report²⁰, research firm Forrester notes:

In reality, a flood of repetitive messages now inundates consumers. They’re exhausted by the endless drone of bland ads that follows them around the Internet, clogs their inboxes, and interrupts their social media feeds. Over time, customers’ receptivity to marketing has eroded, their interest has waned, and they’re actively taking steps to block out the noise with tools like ad blockers and intelligent agents (e.g. Amazon’s Alexa).