In 2018, design a phygital strategy.

In recent years, investment in advertising on digital networks has continued to grow. Some companies create content that highlights their values. This technique, known as inbound marketing, has helped generate leads from all sides. In this article, we'll look at the mix between inbound and outbound marketing. But the most important thing is the goal for the end of 2018: to seek out new audiences beyond your ecosystem!

For example, Snapchat first opened up to the web by making it official in January to share stories beyond its app. Now, it's looking to anchor itself in the real world with merchandising (release of the Snapchat store on February 4, 2018). We'll also be talking about the realm of retail stores. Like Amazon, which is expanding from country to country via the opening of Amazon Go; this is precisely a phygital store, blending a physical space without checkouts or queues thanks to new technologies.

Content marketing: two methods 

Inbound marketing

There are two powerful methods that we use regularly atBB Switzerland®. The first is inbound marketing, which involves creating content to make yourself known. The aim is to increase your company's visibility, and consequently the number of visitors to your site. The conversion rate is the transformation of a "lambda" web surfer into a customer. Just as Snapchat is trying to do with the opening of its online store. They're trying to attract as many Internet users as possible, who are in turn potential customers. This way, they can create leads from all horizons, because the targeting is "natural".

Outbound marketing

The second method, outbound marketing, involves the creation of display advertisements in order to be seen and therefore to make a name for yourself. This is the main objective of Google Ads campaigns, ex Google Adwords (see our article: Why use Adwords?) and for all social networks. This technique allows us to generate better quality leads because we have control over our audience; we choose the audience precisely. As an expert strategy agency, we manage high-performance campaigns for our customers. Specifically, in certain Google Ads campaigns we are able to assert ROAS, i.e. return on advertising spend. In other words, we can confirm, for example, that for every CHF 1 spent on a campaign, it will generate CHF 5 in additional sales.

The Phygital Strategy

These marketing techniques enable us to convey a powerful message in a relevant way, and thus attract prospects. For a retail store, the phygital concept is to create a connected store. Following the example of Celio in France, sales assistants can order products for their customers that are not available in-store. Indeed, if a color or size is missing, the sales assistant orders the product, which will be delivered free of charge the next day to the store or directly to the customer's home. In another example, Zara is testing a pop-up store in London. An ephemeral store with 200 sq. m. dedicated solely to Internet orders[/vc_column_text][vc_custom_heading heading_semantic="h3″ text_size="h3″]The primary aim is the customer experience[/vc_custom_heading][vc_column_text]

Customer relations must be beyond reproach

Netflix, Amazon, AirBnB, offer inexpensive services but provide impeccable quality. That's the spirit of startups these days. For example, if I want to call Alan's service, their chat has to be up and running. Indeed, as a prospect, I want the assurance that I'm being listened to, so once a customer I already know that their customer service is efficient. In 2018, it's imperative that physical commerce and e-commerce cooperate. That way, you can offer the best possible user/customer/consumer experience.

Stores and digital commerce are reinventing themselves to build lasting relationships with their customers. This is made possible by the use of customer-generated Big Data. Combined with the use of artificial intelligence, retailers are in a position to offer the right message at the right time to the right person. We offer this competitive advantage to our customers.

Customers are demanding and short of time

In conclusion, customers are increasingly demanding and have no time to waste. What's more, we live under a plethora of different brands and concepts. Tech allows us to develop our creativity and make procedures simpler. With today's one-click shopping (Amazon), we no longer feel like buying. As a result, the act of buying is no longer important, it's the "all around" that's important.
The important thing to remember is that a store that offers premium customer service will receive positive customer feedback. As a result, it will enjoy higher profitability than another store with mediocre service.
The digital showcase of your business is your website. How long has it been up and running? Is it functional for your prospects? Does it reflect your values and products? Have you thought about improving the experience of your users/customers?

The BB Switzerland® agency is very active on behalf of companies, associations, foundations, startups and public bodies, with the aim of increasing their visibility and impact. We create competitive digital strategies, including website redesigns and phygital strategies.