Article: Investing in a time of recession: Centering strategies around consumers thanks to new digital technology

By Athénaïs RIGAULT * et Claudie VOLAND-RIVET **

* Director, UDA;

** Director of marketing and innovation, UDA

Abstract

Advertisers try to conduct campaigns with proven effectiveness and an emphasis on the return on investment — even more so when times are tough. Digital technology provides an opportunity for reaching this goal. Besides helping to target the market and send the right message to the right persons, it develops relations with consumers and creates a sense of closeness. We have switched from the era of mass communication to a time of highly targeted communication, whence the need to center strategies around consumers so as to better respond to their expectations. A key element for this purpose is data containing detailed information on customers. Such data comes, above all, from digital sources, these new points of contact in a “multichannel” strategy. Thanks to digital technology, new forms of communication are opening for advertisers. They provide feedback, which, in turn, impacts advertising organizations.