{"id":4238,"date":"2022-06-16T07:48:16","date_gmt":"2022-06-16T07:48:16","guid":{"rendered":"https:\/\/hawk-tech.io\/?p=4238"},"modified":"2023-01-03T15:52:09","modified_gmt":"2023-01-03T15:52:09","slug":"la-creativite-doit-etre-a-la-croisee-de-la-comprehension-des-audiences-et-de-limpact-emotionnel","status":"publish","type":"post","link":"https:\/\/hawk-tech.io\/fr\/la-creativite-doit-etre-a-la-croisee-de-la-comprehension-des-audiences-et-de-limpact-emotionnel\/","title":{"rendered":"La cr\u00e9ativit\u00e9 doit \u00eatre \u00e0 la crois\u00e9e de la compr\u00e9hension des audiences et de l&rsquo;impact \u00e9motionnel"},"content":{"rendered":"<p>75% des consommateurs consid\u00e8rent qu\u2019une marque est facilement rempla\u00e7able et que celle-ci pourrait disparaitre sans cons\u00e9quences. C\u2019est le constat que dresse la derni\u00e8re enqu\u00eate <em>Meaningful Brands<\/em> d\u2019<em>Havas Group.<\/em><\/p>\n<p>Ce r\u00e9sultat, coupl\u00e9 aux nouvelles attentes et consid\u00e9rations des consommateurs post-Covid, doit alerter les marques sur la n\u00e9cessit\u00e9 de renforcer les liens avec leurs consommateurs, en leur proposant des messages publicitaires adapt\u00e9s, engag\u00e9s et utiles. C\u2019est notamment \u00e0 travers ces enjeux que la cr\u00e9ativit\u00e9 intervient et qu\u2019elle appara\u00eet comme une science qu\u2019il faut d\u00e9sormais ma\u00eetriser sans approximations.<\/p>\n<h3><strong>Une attention devenue volatile et de nouvelles attentes \u00e0 consid\u00e9rer<\/strong><\/h3>\n<p>En moyenne, 78% des consommateurs fran\u00e7ais s\u2019estiment fid\u00e8les aux marques consomm\u00e9es. Ce chiffre, issu d\u2019une r\u00e9cente \u00e9tude orchestr\u00e9e par <em>SAP Emarsys<\/em>, peut sembler rassurant. Toutefois, de nouveaux comportements \u00e9mergent et tendent \u00e0 redistribuer les cartes. En effet, 21% des consommateurs interrog\u00e9s se sont r\u00e9v\u00e9l\u00e9s \u00e9galement plus exigeants depuis la pand\u00e9mie. Cette p\u00e9riode, in\u00e9dite et particuli\u00e8re, a permis aux consommateurs de prendre le temps de s\u2019informer et de comparer, impactant de mani\u00e8re durable le sentiment de fid\u00e9lit\u00e9.<\/p>\n<p>En compl\u00e9ment, il est important de noter \u00e9galement que la relation avec les marques \u00e9volue fortement selon les \u00e2ges et les g\u00e9n\u00e9rations. A ce titre, la volatilit\u00e9 des plus jeunes est sensiblement plus importante. 47% des 16-24 ans pr\u00e9tendent qu\u2019ils changent de marque lorsqu\u2019ils ne sont pas enti\u00e8rement satisfaits, alors que ce chiffre tombe \u00e0 20% chez les 55 ans et plus. Une donn\u00e9e \u00e0 consid\u00e9rer par les annonceurs dans la conception de leurs strat\u00e9gies de communication. A tel point que, pour 50% des consommateurs, une communication plus cr\u00e9ative et personnalis\u00e9e est consid\u00e9r\u00e9e comme un moteur de fid\u00e9lit\u00e9.<\/p>\n<h3><strong>Les insights comme point de d\u00e9part de toute cr\u00e9ation <\/strong><\/h3>\n<p>Pour nourrir et aiguiller au mieux cette cr\u00e9ativit\u00e9, les insights et la ma\u00eetrise de la connaissance client s\u2019inscrivent comme des outils redoutables. Mieux conna\u00eetre ses consommateurs, notamment en amont des activations, permet de d\u00e9terminer leurs caract\u00e9ristiques et d\u2019en d\u00e9duire les messages adapt\u00e9s \u00e0 leur proposer. Pour ce faire, il convient de les solliciter en les interrogeant en amont de vos campagnes, afin de r\u00e9colter ces enseignements indispensables et de les transposer dans votre processus cr\u00e9atif.<\/p>\n<p><em>Qui sont-ils ? Qu\u2019attendent-ils vraiment ? Quel est leur \u00e9tat d\u2019esprit ? Comment consid\u00e8rent-ils votre marque et vos produits ?<\/em> Autant de questions qui apporteront des r\u00e9ponses essentielles dans l\u2019\u00e9laboration de votre campagne publicitaire.<\/p>\n<p>En parall\u00e8le, l\u2019approche <em>\u00ab\u00a0client centrics\u00a0\u00bb<\/em> se doit d\u2019\u00eatre compl\u00e9t\u00e9e par l\u2019approche <em>\u00ab\u00a0media centrics\u00a0\u00bb<\/em>. Un consommateur n\u2019aura pas le m\u00eame comportement ni le m\u00eame niveau d\u2019attention devant un \u00e9cran mobile, un \u00e9cran Digital Out-of-Home, ou encore une TV. Ces diff\u00e9rents comportements refl\u00e8tent des usages distincts, qui inscrivent naturellement ces \u00e9crans dans des objectifs de communication diff\u00e9rents, du d\u00e9veloppement de la notori\u00e9t\u00e9 jusqu\u2019\u00e0 la g\u00e9n\u00e9ration de visites dans les points de vente.<\/p>\n<h3><strong>S\u00e9duire et engager par de nouvelles interactions<\/strong><\/h3>\n<p>Cette multitude d\u2019\u00e9crans digitaux disponibles permet de faire \u00e9voluer les messages et \u00e9galement les m\u00e9caniques cr\u00e9atives \u00e0 proposer \u00e0 vos audiences. Historiquement li\u00e9es aux \u00e9crans mobiles, les m\u00e9caniques interactives se propagent \u00e0 vitesse que les m\u00e9dias offline se digitalisent.<\/p>\n<p>Sur le march\u00e9 Digital Out-of-Home, les technologies de DCO (Dynamic Creative Optimization) permettent de faire \u00e9voluer en temps r\u00e9el les strat\u00e9gies et les messages selon de nombreux facteurs externes comme la m\u00e9t\u00e9o, la pollution ou encore l\u2019actualit\u00e9 sportive.<\/p>\n<p>Sur la vid\u00e9o, notamment en t\u00e9l\u00e9vision, la technologie QR Code permet d\u2019amener une nouvelle dimension interactive. Une fois scann\u00e9, ce dernier permet de diriger les audiences vers un site web, un coupon de r\u00e9duction, un formulaire \u00e0 compl\u00e9ter ou une carte g\u00e9olocalis\u00e9e.<\/p>\n<p>Enfin, sur l\u2019audio digital, la cr\u00e9ativit\u00e9 se veut plus subtile. L\u2019Audio 3D permet, par exemple, d\u2019apporter son lot de nouveaut\u00e9s en diffusant le son \u00e0 360\u00b0 autour de l\u2019auditeur, en s\u2019approchant d\u2019une configuration surround 5.1 ou 7.1.<\/p>\n<p>Autant de fonctionnalit\u00e9s cr\u00e9atives, activables directement au sein de notre plateforme Hawk, qui interpellent les consommateurs et permettent d\u2019ajouter de l\u2019impact \u00e0 vos communications.<\/p>\n<p>Geoffrey Fossier | VP, Marketing &amp; Communications<\/p>\n","protected":false},"excerpt":{"rendered":"<p>75% des consommateurs consid\u00e8rent qu\u2019une marque est facilement rempla\u00e7able et que celle-ci pourrait disparaitre sans cons\u00e9quences. C\u2019est le constat que dresse la derni\u00e8re enqu\u00eate Meaningful Brands d\u2019Havas Group. Ce r\u00e9sultat, coupl\u00e9 aux nouvelles attentes et consid\u00e9rations des consommateurs post-Covid, doit alerter les marques sur la n\u00e9cessit\u00e9 de renforcer les liens avec leurs consommateurs, en leur [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":4239,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[112],"tags":[],"class_list":["post-4238","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hawk-insights"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La cr\u00e9ativit\u00e9 doit \u00eatre \u00e0 la crois\u00e9e de la compr\u00e9hension des audiences et de l&#039;impact \u00e9motionnel - Hawk<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment la connaissance des audiences et les nouveaux m\u00e9dias peuvent servir la cr\u00e9ativit\u00e9 des annonceurs\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hawk-tech.io\/fr\/la-creativite-doit-etre-a-la-croisee-de-la-comprehension-des-audiences-et-de-limpact-emotionnel\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La cr\u00e9ativit\u00e9 doit \u00eatre \u00e0 la crois\u00e9e de la compr\u00e9hension des audiences et de l&#039;impact \u00e9motionnel - 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