{"id":9008,"date":"2023-06-16T13:01:08","date_gmt":"2023-06-16T13:01:08","guid":{"rendered":"https:\/\/hawk-tech.io\/?p=9008"},"modified":"2023-06-23T09:10:33","modified_gmt":"2023-06-23T09:10:33","slug":"communication-multisensorielle-dans-vos-campagnes-de-communication-digitale","status":"publish","type":"post","link":"https:\/\/hawk-tech.io\/fr\/communication-multisensorielle-dans-vos-campagnes-de-communication-digitale\/","title":{"rendered":"Communication multisensorielle : comment l\u2019int\u00e9grer dans vos campagnes de communication digitale ?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Faire appel aux sens de vos audiences en digital, c\u2019est possible !\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Annonceurs, vous avez un produit de beaut\u00e9 \u00e0 lancer, une innovation cosm\u00e9tique \u00e0 promouvoir, ou encore un objectif de trafic en magasin ?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Au-del\u00e0 du marketing sensoriel dans vos boutiques physiques, avez-vous pens\u00e9 \u00e0 offrir une exp\u00e9rience sensorielle \u00e0 travers vos campagnes de communication digitale ?<\/strong> Car oui, c\u2019est possible, et cela via plusieurs leviers pour un reach optimal aupr\u00e8s de votre audience.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Le marketing sensoriel pour mieux toucher ses audiences<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Souvent appliqu\u00e9e au point de vente, la notion de marketing sensoriel consiste \u00e0 influencer le comportement d\u2019achat des consommateurs en ayant recours aux cinq sens : go\u00fbt, odorat, ou\u00efe, vue et toucher.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pour autant, cette technique marketing peut tout \u00e0 fait \u00eatre utilis\u00e9e en digital, gr\u00e2ce \u00e0 la diversit\u00e9 des formats publicitaires disponibles. Audio Digital, formats mobiles interactifs\u2026 d\u00e9couvrez comment orchestrer une campagne de publicit\u00e9 omnicanale faisant appel aux sens des consommateurs.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Travailler le branding gr\u00e2ce \u00e0 la communication multisensorielle<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Rien de tel pour assurer la notori\u00e9t\u00e9 et la visibilit\u00e9 que d\u2019assurer une forte couverture de ses audiences, en combinant les leviers. Nous l\u2019avons d\u2019ailleurs <\/span><a href=\"https:\/\/hawk-tech.io\/fr\/les-nouveaux-ecrans-sont-autant-dopportunites-pour-les-marques-que-lopen-web\/\"><span style=\"font-weight: 400;\">mesur\u00e9<\/span><\/a><span style=\"font-weight: 400;\"> chez Hawk : une campagne op\u00e9r\u00e9e de mani\u00e8re omnicanale peut engendrer jusqu\u2019\u00e0 six fois plus de ROI par rapport \u00e0 une campagne n\u2019incluant qu\u2019un seul \u00e9cran.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pour faire plonger vos audiences au coeur de vos univers et faire d\u00e9couvrir vos produits \u00e0 travers une exp\u00e9rience sensorielle, il est donc optimal de diffuser vos campagnes de fa\u00e7on omnicanale, avec des leviers faisant appel aux diff\u00e9rents sens :\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-9060\" src=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/06\/omnicanal-DEF-1.png\" alt=\"\" width=\"1821\" height=\"1036\" srcset=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/06\/omnicanal-DEF-1.png 1821w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/06\/omnicanal-DEF-1-1280x728.png 1280w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/06\/omnicanal-DEF-1-980x558.png 980w, https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/06\/omnicanal-DEF-1-480x273.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) 1821px, 100vw\" \/><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>L\u2019Ou\u00efe gr\u00e2ce \u00e0 l\u2019Audio Digital\u00a0<\/strong><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Podcasts, webradios, streaming\u2026 avec 8 Fran\u00e7ais sur 10 \u00e9coutant un contenu audio chaque jour selon <\/span><a href=\"https:\/\/www.mediametrie.fr\/fr\/global-audio-2022\"><span style=\"font-weight: 400;\">M\u00e9diam\u00e9trie<\/span><\/a><span style=\"font-weight: 400;\">, l\u2019Audio Digital est un territoire d\u2019expression privil\u00e9gi\u00e9 pour les marques. Ce levier qui fait appel \u00e0 l\u2019ou\u00efe a l\u2019avantage d\u2019\u00eatre intimiste et encore nouveau pour les audiences. Vous pouvez par exemple diffuser vos campagnes sur des podcasts sp\u00e9cialis\u00e9s pour b\u00e9n\u00e9ficier d\u2019une parfaite contextualisation pour vos audiences.\u00a0<\/span><br \/>\n<b><\/b><\/p>\n<ul>\n<li><strong>Le toucher gr\u00e2ce \u00e0 des formats interactifs<\/strong><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Misez sur des formats interactifs en mobile pour engager vos audiences et transformer votre publicit\u00e9 en une exp\u00e9rience. Vous pouvez leur proposer, \u00e0 travers diff\u00e9rentes fonctionnalit\u00e9s, d\u2019interagir avec le format en choisissant le produit qu\u2019ils souhaitent d\u00e9couvrir, en leur faisant tester les diff\u00e9rentes possibilit\u00e9s de personnalisation, ou encore en leur proposant de r\u00e9pondre \u00e0 des questions afin de leur recommander le produit le plus adapt\u00e9. Cette derni\u00e8re option est notamment possible gr\u00e2ce \u00e0 notre <\/span><a href=\"https:\/\/hawk-tech.io\/fr\/hawk-inaugure-diskuss-un-format-conversationnel-qui-aide-les-marques-a-creer-du-lien-avec-leurs-audiences\/\"><span style=\"font-weight: 400;\">nouveau format conversationnel<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><b><\/b><\/p>\n<ul>\n<li><strong>La vue en DOOH<\/strong><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">M\u00e9dia de choix par son omnipr\u00e9sence au sein du quotidien des consommateurs (rues, transports, commerces\u2026), le DOOH est un m\u00e9dia de masse par excellence, avec une visibilit\u00e9 sans pareille. Et l\u2019achat programmatique d\u00e9cuple les possibilit\u00e9s pour une contextualisation et un ciblage parfaits !<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Recibler les expos\u00e9s afin d\u2019attirer du trafic en magasin<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Vous avez touch\u00e9 vos audiences gr\u00e2ce \u00e0 votre campagne omnicanale et multisensorielle ?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Si votre objectif est, au-del\u00e0 de la notori\u00e9t\u00e9, d\u2019attirer du trafic en magasin, vous pouvez orchestrer une seconde phase de \u201cDrive-to-Store\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">L\u2019id\u00e9e sera alors de recibler les expos\u00e9s \u00e0 la phase n\u00b01 afin de les diriger vers les points de vente les plus proches.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vous pouvez faire cela gr\u00e2ce \u00e0 du DOOH, mais \u00e9galement du mobile avec un format indiquant la distance jusqu\u2019au magasin le plus proche, et contenant un Call-to-action \u201cJe m\u2019y rends\u201d.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-9063\" src=\"https:\/\/hawk-tech.io\/wp-content\/uploads\/2023\/06\/MOBILE-DEF-1.jpg\" alt=\"\" width=\"400\" height=\"741\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Alors, pr\u00eats \u00e0 faire appel aux sens de vos audiences en digital ?\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">D\u00e9couvrez <\/span><a href=\"https:\/\/hawk-tech.io\/fr\/\"><span style=\"font-weight: 400;\">Hawk<\/span><\/a><span style=\"font-weight: 400;\"> ou prenez contact avec No\u00e9mie, notre Industry Director Luxe et Retail : <a href=\"mailto:noemie.gherara@hawk-tech.io\">noemie.gherara@hawk-tech.io<\/a>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Faire appel aux sens de vos audiences en digital, c\u2019est possible !\u00a0 Annonceurs, vous avez un produit de beaut\u00e9 \u00e0 lancer, une innovation cosm\u00e9tique \u00e0 promouvoir, ou encore un objectif de trafic en magasin ?\u00a0 Au-del\u00e0 du marketing sensoriel dans vos boutiques physiques, avez-vous pens\u00e9 \u00e0 offrir une exp\u00e9rience sensorielle \u00e0 travers vos campagnes de [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":9015,"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-9008","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>Communication multisensorielle : comment l\u2019int\u00e9grer dans vos campagnes de communication digitale ? - Hawk<\/title>\n<meta name=\"description\" content=\"Au-del\u00e0 du marketing sensoriel dans vos boutiques physiques, avez-vous pens\u00e9 \u00e0 offrir une exp\u00e9rience sensorielle \u00e0 travers vos campagnes de communication digitale ? 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