{"id":2078,"date":"2013-12-06T14:02:38","date_gmt":"2013-12-06T19:02:38","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/lavenir-du-marketing-de-marque-selon-marshall-self\/"},"modified":"2020-10-27T14:11:06","modified_gmt":"2020-10-27T18:11:06","slug":"lavenir-du-marketing-de-marque-selon-marshall-self","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2013\/lavenir-du-marketing-de-marque-selon-marshall-self\/","title":{"rendered":"L\u2019avenir du marketing de marque selon Marshall Self"},"content":{"rendered":"<p><strong><em>Par Paul H\u00e9tu, ACA<\/em><\/strong><\/p>\n<figure id=\"attachment_7359\" aria-describedby=\"caption-attachment-7359\" style=\"width: 146px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-7359  \" style=\"margin-right: 10px;\" alt=\"Marshall Self\" src=\"http:\/\/www.acaweb.ca\/fr\/wp-content\/uploads\/sites\/3\/2013\/12\/Self_lores-232x300.jpg\" width=\"146\" height=\"189\" \/><figcaption id=\"caption-attachment-7359\" class=\"wp-caption-text\">Marshall Self<\/figcaption><\/figure>\n<p>Lors de la <strong><a href=\"http:\/\/www.acaweb.ca\/fr\/aca-events\/\">conf\u00e9rence annuelle<\/a><\/strong> de l\u2019ACA le 5 novembre dernier \u00e0 Toronto, Marshall Self, chef des solutions m\u00e9dias, Google Canada, a d\u00e9montr\u00e9 que les annonceurs doivent s\u2019adapter aux diff\u00e9rentes plateformes m\u00e9diatiques, un peu comme l\u2019eau aux formes d\u2019un contenant.<\/p>\n<p>Il a d\u2019abord mis lumi\u00e8re comment les progr\u00e8s technologiques \u2013 les t\u00e9l\u00e9phones intelligents en particulier \u2013 ont cr\u00e9\u00e9 une nouvelle g\u00e9n\u00e9ration de consommateurs et, du coup, une nouvelle audience. Pour lui, le d\u00e9fi le plus pressant pour les annonceurs dans ce nouvel environnement est d\u2019identifier le bon groupe cible et de trouver comment contribuer \u00e0 sa qu\u00eate pour une meilleure qualit\u00e9 de vie.<!--more--> <\/p>\n<p>Selon lui, \u00e0 l\u2019heure actuelle, les marques ne se vendent plus aux consommateurs, mais bien l\u2019inverse. Les consommateurs vendent les marques en exprimant leur appui dans les multiples plateformes mises \u00e0 leur disposition. Il propose donc aux annonceurs de rendre leurs messages plus accessibles et conviviaux (notamment en leur laissant le choix de sauter leur annonce) et de laisser le consommateur les trouver pour g\u00e9n\u00e9rer les r\u00e9actions recherch\u00e9es au moment que le consommateur jugera opportun.<\/p>\n<p>Toujours selon lui, cette approche est incontournable dans cette nouvelle \u00e8re \u2013 et la seule qui permettra d\u2019optimiser les chances de susciter un r\u00e9el engagement \u00e0 l\u2019\u00e9gard de sa marque. Pour y arriver, les annonceurs se doivent d\u2019exploiter de nouvelles technologies afin de produire des contenus tenant compte des comportements observ\u00e9s, des messages \u00e9mis et de l\u2019int\u00e9r\u00eat exprim\u00e9 par les consommateurs pour leur livrer un message vraiment motivateur.<\/p>\n<p>Il souligne de plus qu\u2019il n\u2019est plus n\u00e9cessaire de respecter les contraintes de temps et d\u2019espace impos\u00e9es par les m\u00e9dias traditionnels (30 sec, pleine page, etc.). Mieux vaut jouir de tout le temps que lui accordera volontiers le consommateur \u00e0 la recherche d\u2019une information pertinente. Enfin, M. Self a conclu son expos\u00e9 par une d\u00e9monstration particuli\u00e8rement \u00e9loquente de son propos \u00e0 l\u2019aide d\u2019exemples tir\u00e9s de campagne d\u2019annonceurs comme Pepsi, VW, Dodge et Burberry qui ont effectivement obtenu l\u2019engagement du consommateur tant convoit\u00e9.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Par Paul H\u00e9tu, ACA Lors de la conf\u00e9rence annuelle de l\u2019ACA le 5 novembre dernier \u00e0 Toronto, Marshall Self, chef des solutions m\u00e9dias, Google Canada, a d\u00e9montr\u00e9 que les annonceurs doivent s\u2019adapter aux diff\u00e9rentes plateformes m\u00e9diatiques, un peu comme l\u2019eau aux formes d\u2019un contenant. Il a d\u2019abord mis lumi\u00e8re comment les progr\u00e8s technologiques \u2013 les [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[416],"tags":[31,32,33,89,174,352,177,417,198,418],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>L\u2019avenir du marketing de marque selon Marshall Self - Association canadienne des annonceurs<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/fr\/2013\/lavenir-du-marketing-de-marque-selon-marshall-self\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019avenir du marketing de marque selon Marshall Self - Association canadienne des annonceurs\" \/>\n<meta property=\"og:description\" content=\"Par Paul H\u00e9tu, ACA Lors de la conf\u00e9rence annuelle de l\u2019ACA le 5 novembre dernier \u00e0 Toronto, Marshall Self, chef des solutions m\u00e9dias, Google Canada, a d\u00e9montr\u00e9 que les annonceurs doivent s\u2019adapter aux diff\u00e9rentes plateformes m\u00e9diatiques, un peu comme l\u2019eau aux formes d\u2019un contenant. 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