{"id":4446,"date":"2022-07-25T16:30:03","date_gmt":"2022-07-25T16:30:03","guid":{"rendered":"https:\/\/hawk-tech.io\/?p=4446"},"modified":"2023-01-03T15:49:58","modified_gmt":"2023-01-03T15:49:58","slug":"comment-sadapter-a-lomnicanalite-des-supports-marketing","status":"publish","type":"post","link":"https:\/\/hawk-tech.io\/fr\/comment-sadapter-a-lomnicanalite-des-supports-marketing\/","title":{"rendered":"Comment s\u2019adapter \u00e0 l\u2019omnicanalit\u00e9 des supports marketing ?"},"content":{"rendered":"<p>Avec l\u2019arriv\u00e9e ces derni\u00e8res ann\u00e9es d\u2019une multitude de nouveaux canaux de communication aux sp\u00e9cificit\u00e9s renouvel\u00e9es, les consommateurs semblent parfaitement rompus \u00e0 l\u2019approche omnicanale au moment d\u2019appr\u00e9cier les marques et leurs campagnes publicitaires. Un \u00e9clatement des moyens marketing fortement b\u00e9n\u00e9fique aux annonceurs, qui se voient dot\u00e9s de nouvelles mani\u00e8res de communiquer avec leur audience, mais qui leur impose une fine connaissance de ces nouveaux mediums au risque de passer \u00e0 c\u00f4t\u00e9 de leur sujet\u2026 et de leur audience.<\/p>\n<p><strong>Quels sont donc les KPI Brand Lift les plus mesur\u00e9s ? Quels sont les m\u00e9dias les plus impactants ?<\/strong><br \/>\n<strong>Et enfin, quelle est la contribution de chaque m\u00e9dia dans le gain d&rsquo;efficacit\u00e9 ?<\/strong><\/p>\n<p>Autant de questions auxquelles nous r\u00e9pondons \u00e0 travers notre derni\u00e8re \u00e9tude Brand Lift :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-4450 size-full\" src=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/1.png\" alt=\"\" width=\"1600\" height=\"1782\" srcset=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/1.png 1600w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/1-1280x1426.png 1280w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/1-980x1091.png 980w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/1-480x535.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 1600px, 100vw\" \/><\/p>\n<h5>Varier pour mieux r\u00e9gner<\/h5>\n<p>Selon une \u00e9tude de l\u2019<a href=\"https:\/\/hbr.org\/\">Harvard Business Review<\/a> livr\u00e9e en 2017, <strong>75% des consommateurs adoptent des comportements omnicanaux dans leur appr\u00e9ciation d\u2019un produit ou d\u2019une entreprise<\/strong>. Une tendance qui n\u2019a fait que s\u2019accentuer ces cinq derni\u00e8res ann\u00e9es. Aux marketeurs de s\u2019en accommoder pour \u00e9tablir leur strat\u00e9gie publicitaire. Geoffrey Fossier, VP Marketing &amp; Communication de Hawk, ajoute \u00ab Apr\u00e8s avoir pos\u00e9 ce constat, il nous fallait ajouter une dose d\u2019intelligence artificielle avant et apr\u00e8s le d\u00e9ploiement des campagnes publicitaires. En amont, notre boite \u00e0 outils permet \u00e0 nos clients de construire le mix media le plus coh\u00e9rent pour atteindre leurs objectifs, en ciblant leur audience avec plus de pr\u00e9cision. Par exemple, en aval des campagnes, nous cherchons \u00e0 mesurer leur impact publicitaire selon deux items essentiels : le <strong>brand lift<\/strong>, \u00e0 savoir, la notori\u00e9t\u00e9 et l\u2019image de marque de leur annonceur, et \u00e0 l\u2019oppos\u00e9, tout ce qui est orient\u00e9 vers la performance et la visite en magasin\u00a0\u00bb. En bref, d\u2019un c\u00f4t\u00e9 le\u00a0branding\u00a0et de l\u2019autre le\u00a0drive to store. Mais comment tout cela se concr\u00e9tise sur le march\u00e9\u00a0?<\/p>\n<p>Nous avons commenc\u00e9 par nous demander : \u00ab\u00a0Quels sont les indicateurs de marque les plus pl\u00e9biscit\u00e9s par nos clients en fin de campagnes ?\u00a0\u00bb. En premier lieu nous avons list\u00e9 \u00ab l\u2019intention \u00bb \u2014 d\u2019achat, se rendre sur le site web, acheter un produit ou se rendre en magasin \u2014, la \u00ab m\u00e9morisation publicitaire \u00bb \u2014 quel impact a eu la campagne sur le souvenir publicitaire de son audience ? \u2014, et la \u00ab perception \u00bb \u2014 est-ce que les audiences qui ont \u00e9t\u00e9 expos\u00e9es \u00e0 la campagne ont une image positive ou n\u00e9gative de sa marque ? \u2014. Il \u00e9tait \u00e9galement important de comprendre quels secteurs \u00e9taient les plus en demande de ces mesures. L\u00e0 encore, les r\u00e9sultats sont clairs : la grande distribution alimentaire, l\u2019automobile, l\u2019institutionnel \u2014 \u00e0 savoir les entit\u00e9s gouvernementales \u2014 le bancaire et l\u2019assurance et la grande distribution sp\u00e9cialis\u00e9e \u2014 sur le sport, le jardinage et autres \u2014 .<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4462\" src=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/4.png\" alt=\"\" width=\"1600\" height=\"919\" srcset=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/4.png 1600w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/4-1280x735.png 1280w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/4-980x563.png 980w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/4-480x276.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 1600px, 100vw\" \/><\/p>\n<h5><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4465\" src=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/2-2.png\" alt=\"\" width=\"1599\" height=\"1637\" srcset=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/2-2.png 1599w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/2-2-1280x1310.png 1280w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/2-2-980x1003.png 980w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/2-2-480x491.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 1599px, 100vw\" \/><\/h5>\n<h5>A chaque \u00ab\u00a0probl\u00e8me\u00a0\u00bb sa solution<\/h5>\n<p>Et les r\u00e9sultats sont clairs : <strong>chaque medium remplit sa part du cahier des charges, mais sa part seulement.<\/strong> Quand on scrute l\u2019infographie, on constate que l\u2019audio, en sa qualit\u00e9 de \u00ab media de l\u2019intime \u00bb, marche \u00e0 merveille pour la m\u00e9morisation du message publicitaire en cr\u00e9ant un lien direct avec son audience. Ainsi, pr\u00e8s de 57% des utilisateurs se souviendront d\u2019une publicit\u00e9 diffus\u00e9e \u00e0 la suite d\u2019un spot audio. Le\u00a0DOOH, de son c\u00f4t\u00e9 fonctionne mieux en termes de consid\u00e9ration, comme en t\u00e9moigne les quelques 46% des utilisateurs expos\u00e9s \u00e0 une campagne en\u00a0DOOH\u00a0qui arriveront \u00e0 l\u2019associer \u00e0 sa marque par la suite. Enfin, en termes d\u2019intention d\u2019achat, le display \u2014 mobile et\u00a0desktop\u00a0\u2014 est clairement le format roi pour inciter au\u00a0drive to store. Et ce ne sont pas les outils qui manquent. \u00ab\u00a0Pour permettre \u00e0 nos clients de se saisir du display, nous produisons par exemple des cartes interactives qui leurs permettront d\u2019indiquer \u00e0 leur audience le chemin le plus direct pour se rendre en magasin \u00bb ajoute Geoffrey Fossier.<\/p>\n<p>Vous l\u2019aurez compris, <strong>l\u2019\u00e9conomie de moyens n\u2019est plus de mise \u2013 l\u2019a-t-elle d\u00e9j\u00e0 \u00e9t\u00e9 ? \u2013 si vous voulez impacter votre audience<\/strong>. Comme ultime enseignement, notre \u00e9tude r\u00e9v\u00e8le qu\u2019une campagne activ\u00e9e de mani\u00e8re omnicanale, en combinant plusieurs \u00e9crans, permet d\u2019obtenir 25 points compl\u00e9mentaires sur les indicateurs d\u2019int\u00e9r\u00eat et de consid\u00e9ration.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-4456\" src=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/3.png\" alt=\"\" width=\"1599\" height=\"1663\" srcset=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/3.png 1599w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/3-1280x1331.png 1280w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/3-980x1019.png 980w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2022\/07\/3-480x270.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) and (max-width: 1280px) 1280px, (min-width: 1281px) 1599px, 100vw\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Avec l\u2019arriv\u00e9e ces derni\u00e8res ann\u00e9es d\u2019une multitude de nouveaux canaux de communication aux sp\u00e9cificit\u00e9s renouvel\u00e9es, les consommateurs semblent parfaitement rompus \u00e0 l\u2019approche omnicanale au moment d\u2019appr\u00e9cier les marques et leurs campagnes publicitaires. Un \u00e9clatement des moyens marketing fortement b\u00e9n\u00e9fique aux annonceurs, qui se voient dot\u00e9s de nouvelles mani\u00e8res de communiquer avec leur audience, mais qui [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":4470,"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-4446","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>Comment s\u2019adapter \u00e0 l\u2019omnicanalit\u00e9 des supports marketing ? - Hawk<\/title>\n<meta name=\"description\" content=\"Une campagne activ\u00e9e de mani\u00e8re omnicanale, en combinant plusieurs \u00e9crans permet d\u2019obtenir 25 points compl\u00e9mentaires sur les indicateurs d\u2019int\u00e9r\u00eat et de consid\u00e9ration.\" \/>\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\/comment-sadapter-a-lomnicanalite-des-supports-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment s\u2019adapter \u00e0 l\u2019omnicanalit\u00e9 des supports marketing ? 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