Asendia belongs to the LA POSTE group and handles the flow of mail and small parcels for the international market. Its challenges are  Togo Email List notably linked to international e-commerce with a variety of corporate and private customers. The brand is present in 15 countries on 3 continents. In France, it has 120 people on 2 sites: Paris and Besançon and should achieve a turnover of more than 700 million euros in 2018 What are the challenges for your marketing department today? Our main challenge is to develop our business model in the face of the erosion of mail volumes due to changing consumption patterns. To face it, we seek to reach new activities such as e-commerce. In fact, nowadays, more than 37 million consumers in France place orders online.

It is therefore necessary to transport the packages generated by these orders. This state of affairs is all the more true for international e-commerce, since by 2020, the turnover of global e-commerce should reach $ 4 trillion. $ 900 billion of this amount will be made on international flows, therefore on merchant sites that are not in the consumer’s place of residence. This is a huge business opportunity for us. Especially since this trend is accompanied by a decrease in average baskets which lose from 2 to 3 € per year. The packages are increasingly light: half of the packages weigh less than 500g internationally and a quarter less than 300g. These two developments fall perfectly within the remit of Asendia.

What Are The Challenges For Your Marketing Department Today?

One of our daily challenges is to maintain a critical number of customers by constantly finding new customers to cope with attrition. Automation, Social, Voice, Inbound, Data, Search, Mobile… Marketing territories are still vast. How do you go about staying the course on a realistic strategy? We work a lot on target companies. Everything digital is fairly new. 95% of the marketing department is focused on BtoB. Until now, we have been using fairly traditional means of communication: radio advertising, trade fairs, etc. This strategy is now running out of steam, in particular because our e-commerce target, whether small or medium-sized, is not up to date. listening to these traditional media. It was therefore essential to rethink our way of doing things in order to adapt to the consumption habits of e-commerce , a fairly diffuse target to be addressed.

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Our objective is to identify their moments of consumption in order to address them at the right time, that is to say the most conducive to the act of consumption. To achieve this, we have deployed a wide range of actions ranging from SEA, web campaigns to affiliate partnerships with comparison sites … It is in particular thanks to the certification course that I followed at ISM that I have acquired a broad vision of digital marketing levers to build an effective digital strategy . One of the major achievements, which resulted from it a year ago, is the launch of a new offer for small traders via a merchant website. In this way, we provide the autonomy that our customers seek. To achieve this, we had to adopt our clients’ vision and embrace their issues by answering questions such as:

What Campaign Has Marked You In Recent Months?

This quite funny mirror effect is particularly rewarding. A key topic today is how to generate successful leads. What marketing levers do you use? We have two lead streams: generated by sales forces: physical or telesales generated by digital marketing: SEA, comparator partnership (highly qualified, very hot in terms of desire), content work on online communities (articles, webinar) to provide them with advice and added value. The issue is essentially a fluidity issue to ensure the transition of the channels to our own site. This enrollment work on our platform must be accompanied by an effort to activate the accounts created in particular thanks to our telemarketers. According to FEVAD, France has 200,000 merchant sites, 60% of which are required to process at least one international order per year.

Despite the difficulty in addressing them, we owe it to ourselves to find solutions to capture this potential of leads. To cope with changes in the profession, what skills should be developed for a Marketer today? First and foremost, we have some fundamentals to keep: the ability to understand what customers want and how they consume: What does the customer want? When are we most likely to convince them to make the purchase? Before, I have the impression that we were like a short-sighted man who has no glasses and hopes to hit the nail on the head. Today with digital, we have a mass of data which is immense and gives us a much more specific idea about the customer. It is an extremely rich subject to work on but which has also exacerbated the competition.

 

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