#TechDemo x Antropomedia
Digital anthropology to help SMEs in French-speaking Switzerland grow and change
Antropomedia, an innovative company based in Neuchâtel, will be the guest at our next #TechDemo, on March 25, 2025. Founded by experts in cognitive science, this company has a unique and revolutionary vision, at the crossroads of anthropology and data science, particularly in the field of digital marketing.
Their combined expertise enables us to gain an in-depth understanding of consumer behavior, providing invaluable insights for the development of marketing strategies, the search for new markets and the launch of new products.
Antropomedia enables companies to understand not only what their customers do, but also why they do it. This deep understanding helps SMEs create authentic and memorable customer experiences, a crucial element in today's digital landscape.
As part of an internal transformation strategy, we can also imagine these services helping managers to gain a better understanding of the expectations of their teams and/or stakeholders.
An innovative approach, based on AI & deep learning to develop marketing strategies.
This #TechDemo will take you on a tour of the Antropomedia Express service. The solution is based on advanced digital technologies such as artificial intelligence and machine learning in particular, but also on cognitive sciences such as social psychology and behavioral economics. In particular, the solution will enable you to:
- analyze consumer tribes on social networks to categorize interactions with your brand, but also with your competitors.
- identify influencers and networks of influence to select the most relevant profiles for disseminating your commercial messages.
- explore consumer opinion to validate the strengths, weaknesses, opportunities and threats of your products or services.
Finally, a new function has recently been added to the Ask the Tribe service. A generative AI that can query a qualified database to refine and enrich your marketing segmentations. Your personas now come to life!
This convergence of digital technologies and cognitive sciences will enable you to benefit from market segmentation based on solid data, offering a real competitive advantage. It will also help you identify emerging trends and innovative opportunities that will keep you competitive.
The impact of digitalization on SME marketing
Marketing has played a key role in the growth of many SMEs, and its importance has grown considerably with the digitization of business activities. Web marketing has opened up new, more direct and targeted communication channels, enabling companies to better qualify their markets and targets, thanks in particular to the exploitation of data.
According to a study by the University of Fribourg, although SMEs are aware of the need to digitalize their marketing, many are still encountering difficulties in implementing it in practice. Solutions such as the one proposed by Antropomedia are therefore appropriate to support SMEs in French-speaking Switzerland in this aspect of their digital transformation.
After the milestone, 23% of them reported an average increase in sales over a 2-year period, confirming their use of digital marketing tools.
Applied more specifically to the B2B sector, the central role of marketing for SMEs in French-speaking Switzerland was the subject explored in depth with our guest Dany Cerone, during his #TechTalk. He confirms the need to target your actions:
"(...) in B2B, there's a kind of rationality, you really have to offer something to someone. It's not like B2C, where you can be vague and say, 'Here we are, we're reaching such and such a population, and people are going to make it their own'... In B2B, you quickly hit a brick wall if there's no market in front of you, if there's no one to match it. So it's going to be a question of how the company chooses its markets, its segments, and how it develops its offers and products in relation to that, to fill the opportunities. "
So if you've ever asked yourself∙e of these questions, among others:
- How can I reach the right consumer segment to sell my product or service?
- How can I improve my communication campaigns with reliable data?
- How do I position myself to enter a new market?
Or if you'd simply like to learn more about the digital ecosystem and solutions in French-speaking Switzerland, join us on March 25, 2025, at 11:30 a.m., in live streaming, with Patrick Pointaire & Benjamin Perregaux-Dielf, Analysts at Antropomedia, on the Alp ICT Youtube channel or on our LinkedIn account.
The monthly meeting place for SMEs to identify digital solutions
#TechDemo is the place to be for SMEs looking for digital solutions. Each month, we present a practical, innovative application to help you open up new opportunities, or simply make your day-to-day business easier. These events are free and require registration. They feature a 30-minute practical demonstration of the tool, followed by a 30-minute Q&A session.
