E-commerce models are experiencing steady growth, and competition has become fierce in an intangible environment where having the best price is not always synonymous with higher revenues. According to a report by the European E-commerce Report, Spain has risen to third place among European countries with the highest volume of online sales, registering a total turnover of 65.3 billion euros by 2022. Of this figure, approximately 17% corresponds to sales made through e-commerce. Thus, taking advantage of technological advances in digital marketing tools and better understanding the behavior of potential online consumers can make a difference.

Predictive or real-time marketing

Does Big Data mean anything to you, or the concept of predictive marketing? These are words used by specialists to refer to something very simple: the storage of large amounts of data in real time, allowing the evaluation of a customer's specific behavior in order to improve marketing effectiveness.

Nowadays, online shopping is no longer a minority habit, but a reflexive, comparative practice, and in most cases, altered by personal values, sensations or feelings. Smartphones or tablets are tools at the service of e-commerce, where marketing, while aiming to present the right product to the customer at the right time, has had to adapt. Marketing strategies must be fast and reactive to compensate for instability in customer behavior and fierce competition. Actions developed under what we call predictive or real-time marketing.

Anticipate your customer's needs, be ahead of time

Society has experienced a change in consumer habits. In today's environment, where traditional marketing has lost some of its effectiveness, all kinds of predictive tools based on data, statistics and probabilities of success are emerging. The goal of real-time marketing is to interpret customer behavior at the beginning, before developing the strategy. To be able to predict trends, to analyze what consumers need or don't need, what they want and don't want, in short, to know their behavior in advance.

Currently we have tools developed by means of complex algorithms where the limits are only found in the development, programming and implementation capacity of the human personnel behind them. The power of predictive marketing is such that a customer's need could be created before he is even aware of it. In other words, a company with e-commerce would be able to generate in a potential customer the need to consume its product. No, this is not science fiction, it is just engineering at the service of marketing. Would you like to implement it in your business? At EMEXS we can help you!