Marketing is used to planning on the basis of concrete data and often after having digested the trends and fashions of the moment with the aim very often of influencing the consumer and anticipating consumption. All based on stimuli and data based on current and past consumer behavior.
In the US, many marketing and technology companies have been working for some time on a new marketing concept, capable of anticipating consumer behavior and reaching it with targeted advertising messages based on the concept of loyalty and geolocalized advertising. This new philosophy is called preemptive marketing.
Preemptive marketing works by anticipating consumer behavior. It is implemented in hyper local and proximity strategies to anticipate communication to the consumer regarding his future behavior and his subsequent potential needs. Unlike a simple concept of bundle or related and/or combined sales, preemptive marketing works across multiple behaviors, for example, it calculates the route and places of attendance to communicate and advertise the right products in the place you will visit soon. The calculation algorithms are sophisticated and are based on the analysis of a lot of data.
Its creator is a certain Claude Hopkins father of direct marketing and it is not a last-minute philosophy, a recent fad. We are talking about an American advertiser born in 1866 who has always been involved in studying total marketing and the consumer. Recently, so to speak, in 1979, many economic treatises discussed how marketing can anticipate consumer behavior instead of influencing consumption through advertising and subliminal messages. Many of these articles talk about how this philosophy can benefit brands by widening their competitive distance by reaching the consumer close to purchase.
The reason why we are talking about it again today is due to the great opportunities that modern technologies offer brands in exploiting it as a new competitive asset and in IDEOL we have it ready ShopApp 2.0.
