Digital players, and in particular company directors with a major presence on the web (online sales, etc.), are unanimous: consumers are gradually changing their purchasing habits.

Since 2017, the smartphone-optimised marketing sector has overtaken more traditional marketing (press, web on computer, etc.).

What’s more, while advertising on social networks still carries considerable weight in terms of conversion (the goal sought by the campaign, such as a purchase or newsletter sign-up, for example), it is gradually losing ground to a new type of communication around a brand or service: “influencers”.

These people, who already have a presence on social networks, are real levers of communication and advertising, as they are already closely followed on the web by their own community, which is itself regularly influenced in its choice of product or service by the influencer (hence the name).

What type of marketing should you choose for this new year? Is this choice immutable? Find out more about the communication techniques that will shape 2018, according to several major players in digital marketing (Vente-privées, Pandora, Mesmatériaux.com and Uriage, to name but a few).

Optimisation for smartphones, a revolution in digital transformation

Nowadays, any brand or service wishing to increase its visibility must optimise its site for smartphones. This is because smartphones are regarded as the preferred medium by the majority of consumers. Conversely, a site that is not optimised for mobile will have immediate negative repercussions in terms of brand image.

Google, the digital and web giant, has clearly understood this boom by introducing a technology optimised for smartphone browsing. Known as AMP (for Accelerated Mobile Pages), this technology enables a faster display adapted to mobile screens.

If you use Google for your smartphone browsing, you will see a small logo with a lightning bolt inside. This logo means that the page on which it is displayed benefits from AMP technology.

But Google isn’t the only one to jump on the bandwagon of optimising navigation for smartphones, as digital professionals, particularly in the case of online sales, have already modified their web development to give priority to development on smartphones.

More personalised support and greater customer loyalty

The major players in digital marketing also confirm that one of the main keys to good marketing for a business is personalisation and targeted support.

With a number of dedicated campaigns, such as mail shots, social network advertising or targeting according to different categories (age, festive period, household situation, etc.), consumers feel more taken into consideration, which encourages them to click on the product.

If the referencing is correct, and the product or service corresponds to the customer’s expectations, there is a good chance that the communication campaign will bear fruit, and that a prospect will quickly become a customer.

If they are to survive in 2018, the major retailers will have to set themselves apart from their competitors by providing more support for their customers and optimising for mobile – the keys to successful marketing.

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