Digital now has a clear role in marketing. Marketing strategies must be multichannel: In order to build loyalty among customers and win over new prospects, companies are using all the methods at their disposal and coordinating their activities, particularly promotional campaigns, across different media. The vocabulary and practices are expanding. Products and services are being developed with lean startup or design thinking methods, a brand strategy is managed using inbound marketing and storytelling techniques, advertising campaigns are optimised with automation and programming, etc. Marketing is also adapting to legal changes. The General Data Protection Regulation (GDPR), for example, has forced companies to better structure their practices and secure their relationship with their customers. New approaches and progress in behavioural analysis techniques and methods open up new horizons for marketing, and the use of neuroscience and big data are examples of major advances in this field.
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