We have seen how:
Digital advertising has adapted by personalizing messages based on behavior.
Sales processes have been optimized and adapted to different user segments.
Marketing automation has enabled increasingly effective purchasing funnels, etc.
We are on the right track (at least that seems to be the path we are following) to make the neighborhood store experience scalable. That is, to make our customers feel that they are unique to us.
Digital blindness
Those of us who are sample indonesia mobile number dedicated to digital marketing have fallen into a kind of digital blindness (at least partially). And I would say something more extreme, we deceive ourselves. We have spent many years looking for any positive data to justify its importance. It is now big enough to stop doing so.
The spectacular growth of our world of ones and zeros has made us think that digital has taken over everything, and that the future is totally digital. We read a lot of articles talking about the disappearance of this and that, because it is going to be replaced by something digital, articles about the spectacular figures of X companies, etc.
And they really are spectacular. It is normal that we are dazzled. If, for example, we look at the data from Benedict Evans' latest presentation in Davos (January 2020), the growth of e-commerce in the United States leaves no doubt about it.
ecommerce in the USA 2000 2019 Benedict Evans
The problem is that data can be focused in a way that shows the side that suits us best.
But if we put this data into context, we see that this growth represents 15% of the total retail market. It is a very important percentage, but it does not come close to the impression that all digital is leaving.
ecommerce vs all retail in the USA 2000 2019 Benedict EvansAlong the same lines is the article I wrote about another presentation by the same author: the Internet has only just begun . The Internet, its growth and its possibilities are impressive. But let us not fool ourselves into thinking that the world is digital.
The evolution of the Internet has taken us from one extreme to another. We went from thinking that everything was going to be digital, and after the bursting of the digital bubble, to avoiding everything that came from the Internet. Now we are trying to find the balance.
We have a lot of room for improvement, but the big challenge is in the offline world. The challenge is to find ways in which the Internet adds value to traditional processes (in the article I just linked you have several examples of what I am talking about).
The next challenge: omnichannel personalization
The challenge in the evolution of digital personalization that I mentioned at the beginning is to make the leap to the offline world. It is in this leap that we will see even bigger changes.