Future in digital in 5 points with Thierry Cellerin

Discover the future of digital communication!

Buzzfactory is a company specializing in digital communication and provision of services related to digital communication. Our core activities are the online reputation management through an exclusive partnership with the industry leader: Synthesio,and the management of communication via bloggers and online influencers.

For me, the future is digital. It seems to me that this concept becomes clearer every day so I have developped 5 ideas on what is coming upon us:

1. The term " digital marketing " will disappear. Indeed, one does not speak of " radio marketing " or " marketing Tv " today. The digital is no longer seen as an Independent marketing channel but as all marketing activities, it shall be integrated and transversal.There will be no “online against offline” but a single consumer purchase path with a multitude of touch points and online / offline are inseparable from each other.

 2. The technology will be increasingly at the heart of communication. In fact today,  communication agency and media agency determine which creative ideas and media plan is best for their clients. Clients generally validate this decision based on their intuition or at best some focus group. Future technology will test hundreds of concepts with thousands of people so the decision to launch a campaign to be accurate with a very clear understanding on the return on investment before the campaign even begins. We talk about " marketing automation ".

 3. Micro- Geolocation is a great theme to come. After the first great initiatives like " foursquare ", now it is the turn of Apple to take the lead through iBeacon technology that lets you know not only that the consumer is in a store, but if he is looking at shoes or T-shirts . This allows you to send additional information specifically related to this product. This micro geolocation or " geofencing " is at its beginning, but it is clearly the future of marketing.

 4. Mobiles. Every year we hear “this year is the year of mobile marketing will explode”. It has been 5 years since I heard this refrain. Mobile marketing will never explode because it implies that it will replace the desktop Internet. This is wrong, the mobile Internet is not an alternative but a complement that offers an additional step in the purchase path. The mobile internet needs technological advances and provide its users real benefits (health application, security, fitness, payment ... ) . For far too many people today, the mobile internet is limited to Facebook + Candy Crush ...

5. The smart objects, which will surround us more and more. Today seen as mere gadgets, these intelligent objects will gradually take place in our lives and make themselves indispensable. Many French start-ups are now working on this area.

Innovation is therefore essential to my work area, as in any other field. Kodak is the perfect example showing a leader in its field can fail for lack of innovation. Innovation is not only necessary, but it must be constant.