#2_wtb_comment digitaliser ma campagne offline?
TRANSCRIPT
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#2
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INTRODUCTION
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AVANT, LA PUB C’ETAIT CA
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MAINTENANT, C’EST CA
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LES REGLES DU JEU ONT CHANGE
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L’AUDIENCE DES MEDIA
TRADITIONNELS NE CESSE DE
BAISSER #1
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EXPOSE CATALOGUE PRODUIT BEST AND FAILS
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LA CIBLE LA PLUS DESIRABLE DES 15-34 N’EST PLUS SENSIBLES AUX COMMUNICATIONS “TOUCH-DOWN” #2
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Les 15-34 ans ou « digital natives »
sont + d’1/3 de la population active
& regardent 2 fois moins la
TV que les tranches d’âge
supérieures. Source : Médiametrie Octobre 2012
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Les digital natives sont sensibles à la communication d’influence.
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L’ATTENTION EST UNE DENREE DE PLUS EN PLUS RARE
SAVOIR LA CAPTER EST UNE SCIENCE
#3
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LA MULTIPLICATION DES SURFACES DE COMMUNICATION MULTIPLIE AUSSI LES OCCASIONS
DE RELAYER SON MESSAGE
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63% DES CONSOMMATEURS ONT BESOIN D’ENTENDRE UN MESSAGE PUBLICITAIRE 3 A 5 FOIS
AVANT D’Y CROIRE
Edeleman Trust Barometer 2012
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PLUSIEURS SOLUTIONS ONT VU LE JOUR POUR CAPTER L’ATTENTION
ET RELAYER LE MESSAGE DES MARQUES
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1. LES BANNIERES
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Vous avez 279 fois plus de chance de grimper au
sommet de l’Everest que de cliquer sur une bannière
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Pas d’interaction
Pas de storytelling
Pas de socialisation
ELLES NIENT LES CODES ET USAGES DE LEUR MEDIA
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INTERRUPTION MARKETING
Pas d’interaction
Pas de storytelling
Pas de socialisation
ELLES NIENT LES CODES ET USAGES DE LEUR MEDIA
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POURTANT CERTAINES SUCCESS STORIES SONT A NOTER
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https://www.youtube.com/watch?v=32Vt8cW0uWU
https://www.youtube.com/watch?v=BTObTYyaDzM
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LE FUTUR EST SUR LE MOBILE?
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https://vimeo.com/69947176
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2. CONNECTER IRL + URL
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THE PROBLEM WITH QR CODES …
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Valeur du contenu
Emplacement
Consumer awareness
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http://www.youtube.com/watch?v=fGaVFRzTTP4&feature=youtu.be
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http://www.youtube.com/watch?v=0RrXcm89FAo&feature=youtu.be
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LA REALITE AUGMENTEE
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3. LE POINT DE VENTE
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4. NATIVE ADS
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CE N’EST PAS UNIQUEMENT CA …
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OU CA …
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C’EST AUSSI CA
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C’EST AUSSI CA
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C’EST AUSSI CA
http://www.youtube.com/watch?feature=player_embedded&v=Bpy75q2DDow
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CONCLUSION
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http://www.youtube.com/watch?v=IxZ_ZznO2ek
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