Du point de vente au chemin de la vente, le commerce est connecté. Le marketing s’est toujours intéressé à la façon dont les décisions d’achat sont prises.
Agir au plus près du moment de cette décision a été la principale des préoccupations avec le FMOT (First Moment of truth). Calculé en secondes, le FMOT mesure le temps de décision d’un consommateur face au rayon. Mais les données ont changé. L’importance du point de vente dans la décision d’achat a été largement remise en cause dans ce que l’on appelle désormais le ZMOT (Zero Moment of truth). La notion de parcours ou chemin de la vente apparais alors clairement. FMOT ou focus sur le Point de vente Il n’y a pas si longtemps, un article du Wall Street Journal du 21/09/2005, recommandait La théorie du FMOT (first moment of truth). Un marketing réussit était une bonne combinaison de 4P orienté FMOT: Mais, la collecte des informations pour prendre une décision sur un achat, quel qu’il soit, se fait en ligne de plus en plus souvent et avec beaucoup de facilité.
ZMOT ou Chemin de la vente. PSFK presents Future of Retail Report 2012. IBM Labs pitches the future of augmented reality shopping with mobile app prototype. Made in IBM Labs: New Augmented Reality App To Give In-Store Shoppers Instant Product Details and Promotions in the Palms of Their Hands YORKTOWN HEIGHTS, N.Y., July 2, 2012 – IBM (NYSE: IBM) Research scientists today unveiled a first-of-a-kind augmented reality mobile shopping app that will make it possible for consumers to pan store shelves and receive personalized product information, recommendations and coupons while they browse shopping aisles.
Upon entering a store, consumers download the app on their smart phone or tablet, register, and create a profile of features that matter to them - from product ingredients that could trigger an allergy, to whether packaging is biodegradable. When they point their device's video camera at merchandise, the app will instantly recognize products and, via augmented reality technology, overlay digital details over the images - such as ingredients, price, reviews and discounts that apply that day. How it Works. Digital localization optimizes global strategies to improve experiences and results. InShare338 Part 15 in an ongoing series that serves as the prequel to my new book, The End of Business as Usual… The world is becoming a much smaller place.
But even with social media contributing to a globally connected society, businesses that continue to take a global approach to social content and engagement may be missing opportunities for greater resonance and relevance. While a global presence is necessary for any organization hoping to connect with customers around the world, placing reliance on one prevailing strategy is just the beginning. In any web strategy, including social and also mobile media, localization is king. In my work and research over the years, I’ve observed a significant number of businesses that employ English-driven initiatives across the Web. Social CMS and SMMS systems such as Buddy Media, Vitrue, Wildfire, Spredfast, Involver, Expion, among many others, enable brands to publish once to many pages across social networks.