Marketing algorithmique: quelles opportunités et pistes d'action pour les entreprises belges?

Abstract

Digital marketing is now well known to most companies. However, it is starting to become more and more personalized. Indeed, customers are now more influenced to buy when it is personalized. Algorithmic marketing is an undeniable advantage for a company. “Algorithm” is a scary word due to its complexity. However, every day we follow algorithms without even realizing it. The history of algorithms is very long, but recently it has become a predominant topic for many people. Indeed, thanks to technologies, algorithms are becoming more and more powerful but also intelligent. This study will be divided in five parts. First of all, the study will explain the context of the digital marketing in Belgium and introduce the notion of algorithm marketing. Secondly, the research will explain the term and the evolution of the traditional marketing but also the digital and algorithm marketing. Thirdly, a survey has been made to know if companies use algorithm marketing to know their opportunities. Thanks to this step, we will know if there is a real market or a potential market. Then interviews were conducted in order to know the key steps they had to implement. After that there will be a section where a discussion of results obtained has been made. Another aspect is also the difficulties that were met and alternatives explications. To conclude, a small summary of the results obtained has been made. Limitations of this research were mentioned as well as suggestions for future research.