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Source: Les Echos as of 06-07-2020

Relationship marketing focuses on the customer and the quality of the relationships with him. For many, it is about having a segmented approach after apprehending and targeting an audience through different channels, but it is now insufficient and in fact it has to be transformed.

For Stéphane Amarsy, CEO of D-AIM, a software company for marketers, this approach is obsolete because the time is right for the individual to consider his uniqueness. And the pandemic that the world is going through makes this statement all the more accurate.

Focus on singularity and creativity

Paradoxically, the use of artificial intelligence (AI) in marketing does not dehumanize the customer relationship, on the contrary. Although consumer segments have traditionally been established in the implementation of a marketing strategy,the needs of individuals differ from each other within the same group. “You have to assume that every person is unique. Simply talking to multiple clients violates this consideration,”  explains the founder.

With data, artificial intelligence will make a decision to get closer to the individual and personalize his customer experience. “AI  plays the role of intermediation, between a human, marketing professional, who has powerful ideas but a certain inability to implement them, and the consumer, whose need is to be seen as a person,” says Stéphane Amarsy.

Marketing businesses can become more creative, and bring real added value to building the customer experience. When efficiency in identifying a client is a mission left to software, professionals focus fully on the human aspect and creativity.

The coronavirus, indicative of this transformation of uses

For the leader, the coronavirus is a revelation of this problem of singularity, and sees it as an opportunity to change the way things are done. Not all people have experienced deconfinement in the same way, all the consumption habits taken during the crisis are not to be generalized but buying behaviours  have and will undoubtedly continue to change, he explains before distinguishing two types of players in understanding these issues: “Visionaries, like Zara for example, do not hesitate to completely jostle their business model to make a turn, while the ‘followers’ can sometimes react too late and find themselves at the foot of the wall.  

The publisher’s fundraising in April and the increase in the number of customers since the beginning of the crisis are a testament 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,”sums up the founder of D-AIM. This is not a technological innovation, we are experiencing a real revolution in usage.”  As such, the publisher plans to intensify research and development, and is working on the marketing of its new product.

The indispensable map of transparency

The data that artificial intelligence has at its disposal to work for the customer is “fine knowledge,”  says Stéphane Amarsy. In other words, they include data that the consumer has been willing to show, even if the consumer is not always aware that he is giving guidance on what he or she needs.

Subtlety therefore lies in the promise of transparency and ethics that must be demonstrated by the company that uses this technique. For our interlocutor, “The  company must give the consumer the means to understand and be free of his choices, but the essence of this balance is alsosocietal.”

While it is undeniable that the RGPD  (General Data Protection Regulation) contributes to this balance, the reluctance towards AI remains. In order to reverse them and perceive this technology as a forum for sharing, which places the individual at the heart of marketing strategies, the leader recommends, among other things, a didactic approach and the popularization of information.

(Crédit photo : iStock)

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