Digital optimization case

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Digital optimization case

Versatility and reactivity are the new watchwords in today's socioeconomic environment, now irrevocably driven by innovation. For more than fifteen years, digital marketing has been accelerating this trend, along with a quest for ever-greater performance : more powerful, faster and, above all, better ! Using Internet protocols and digital devices, especially smartphones and tablets, digital marketing strives to achieve the specific objectives of synchronous and interactive communication :

1. To provide real-time information,
2. To leverage physical and emotional proximity with consumers,
3. To offer direct and ongoing brand experience.

This new consumer approach is largely based on search engine usage and the sophisticated exploitation of social media. For businesses, this provides more effective targeting and finer customer segmentation, which now more than ever is defined in terms of urban tribes.

Digital marketing, henceforth the spearhead of participatory marketing, is more in tune with consumer trends and is pushing businesses to involve consumers in the design of new products and to offer new shopping experiences. These six digital marketing cases and teaching notes provide a perfect illustration of this phenomenon.

After graduating from EDC and ESSEC, Jean-Louis Martinez held sales and marketing management positions for more than ten years before becoming a sales and marketing strategy consultant for SMEs and VSEs.