{"id":4575,"date":"2020-10-27T15:14:43","date_gmt":"2020-10-27T19:14:43","guid":{"rendered":"https:\/\/acaweb.ca\/fr\/?p=4575"},"modified":"2020-10-27T15:16:10","modified_gmt":"2020-10-27T19:16:10","slug":"lefficacite-en-marketing-les-leaders-dopinion-sexpriment","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2020\/lefficacite-en-marketing-les-leaders-dopinion-sexpriment\/","title":{"rendered":"L\u2019efficacit\u00e9 en marketing : les leaders d\u2019opinion s\u2019expriment"},"content":{"rendered":"

\"thinktvDepuis toujours, le marketing est une profession pleine de d\u00e9fis et, de nos jours, ceci s\u2019av\u00e8re plus que jamais. Durant cette p\u00e9riode sans pr\u00e9c\u00e9dent, les annonceurs et publicitaires doivent faire face \u00e0 la fois \u00e0 de tr\u00e8s fortes pressions \u00e0 la baisse sur leurs budgets et \u00e0 une demande pressante de r\u00e9aliser un rendement du capital investi imm\u00e9diat. Comment faire pour trouver l\u2019\u00e9quilibre entre les pr\u00e9occupations de la salle du conseil et la r\u00e9alit\u00e9 inh\u00e9rente \u00e0 l\u2019\u00e9dification et au maintien d\u2019une marque forte? Pour r\u00e9pondre \u00e0 cette question et plus encore, thinktv<\/strong> a accueilli un excellent panel d\u2019experts en marketing \u00e0 son troisi\u00e8me \u00e9v\u00e9nement annuel M\u00e9dia, marketing et efficacit\u00e9<\/em>.<\/p>\n

Si vous l\u2019avez manqu\u00e9, assurez-vous de visionner les vid\u00e9os. En attendant, voici quelques faits saillants :<\/p>\n

Building Distinctive Brand Assets (Construire les atouts distinctifs d\u2019une marque)<\/strong><\/h3>\n

Jenni Romaniuk<\/a><\/p>\n

Pour demeurer forte, une marque doit absolument se doter de solides atouts distinctifs. Ces derniers am\u00e9liorent \u00e0 la fois la disponibilit\u00e9 mentale du consommateur (l\u2019int\u00e9r\u00eat) et la disponibilit\u00e9 physique du produit (la notori\u00e9t\u00e9) et rendent la marque plus facile \u00e0 trouver et \u00e0 acheter; ils \u00ab donnent \u00e0 nos marques une meilleure chance d\u2019\u00eatre choisies dans une situation d\u2019achat \u00bb. Durant cette pr\u00e9sentation pratique, Jenni Romaniuk, de la tr\u00e8s estim\u00e9e Ehrenberg Bass Institute, propose un r\u00e9sum\u00e9 des points essentiels de son plus r\u00e9cent livre Building Distinctive Brand Assets<\/em>. Elle pr\u00e9cisera notamment pourquoi les atouts distinctifs d\u2019une marque sont si importants, quels sont les atouts distinctifs \u00e0 exploiter et comment planifier \u00e0 long terme.<\/p>\n

The Creative Effectiveness Ladder (L\u2019\u00e9chelle de l\u2019efficacit\u00e9 en cr\u00e9ation)<\/strong><\/h3>\n

Peter Field & James Hurman<\/a><\/p>\n

Le concept cr\u00e9atif peut avoir une incidence significative sur la rentabilit\u00e9 – accro\u00eetre les parts de march\u00e9, le taux de p\u00e9n\u00e9tration et l\u2019efficacit\u00e9 \u2013 mais ce qu\u2019on appelle \u00ab\u2009l\u2019engagement envers la cr\u00e9ation\u2009\u00bb s\u2019est effondr\u00e9 au cours des 10 derni\u00e8res ann\u00e9es. Pour faire la lumi\u00e8re sur l\u2019importance de cet engagement et pour aider \u00e0 sa mesure, Peter Field et James Hurman ont \u00e9labor\u00e9 The Creative Effectiveness Ladder<\/em> (ou L\u2019\u00e9chelle de l\u2019efficacit\u00e9 en cr\u00e9ation), un outil con\u00e7u pour \u00ab\u2009permettre aux annonceurs et publicitaires de notre industrie de d\u00e9terminer facilement les meilleures pratiques en mati\u00e8re d\u2019efficacit\u00e9 publicitaire, et d\u2019en tirer des le\u00e7ons, afin de constamment produire et mettre en \u0153uvre des campagnes ou d\u2019autres initiatives hautement cr\u00e9atives et efficaces\u2009\u00bb. Au cours de cette pr\u00e9sentation, James Hurman explique les six \u00e9tapes de l\u2019\u00e9chelle (de \u00ab\u2009id\u00e9e influente\u2009\u00bb \u00e0 \u00ab\u2009ic\u00f4ne durable\u2009\u00bb), tandis que Peter Field r\u00e9v\u00e8le pourquoi l\u2019engagement envers la cr\u00e9ation est si important.<\/p>\n

Peak Performance: Driving Advertising Effectiveness that Lasts (Performance de pointe : Vers l\u2019efficacit\u00e9 publicitaire durable)<\/strong><\/h3>\n

Brent Chaters et Josef Hrebik<\/a><\/p>\n

Peak Performance: Driving Advertising Effectiveness That Lasts<\/em> se veut un suivi de l\u2019\u00e9tude approfondie sur l\u2019attribution du rendement The Moneyball Moment for Marketing in Canada<\/em>, \u00e9labor\u00e9e par Accenture Strategy \u00e0 la demande de thinktv<\/strong>. L\u2019objectif de cette nouvelle \u00e9tude \u00e9tait d\u2019\u00e9valuer les r\u00e9percussions des investissements m\u00e9dia au-del\u00e0 de la premi\u00e8re ann\u00e9e. La recherche a r\u00e9v\u00e9l\u00e9 trois importantes conclusions : <\/p>\n

    \n
  1. Les r\u00e9percussions des investissements m\u00e9dia se font sentir au-del\u00e0 de la premi\u00e8re ann\u00e9e :<\/strong> vingt-neuf p. cent de la valeur des investissements m\u00e9dia est optimis\u00e9e au-del\u00e0 de la premi\u00e8re ann\u00e9e<\/li>\n
  2. La t\u00e9l\u00e9vision multiplateforme entra\u00eene les r\u00e9percussions les plus fortes et les plus durables sur les ventes :<\/strong> le rendement du capital investi de la t\u00e9l\u00e9 multiplateforme sur quatre ans est 77 % plus \u00e9lev\u00e9 que la moyenne de toutes les autres cha\u00eenes.<\/li>\n
  3. Les cha\u00eenes de t\u00e9l\u00e9vision font preuve de r\u00e9silience devant la d\u00e9croissance du retour du capital investi des m\u00e9dias en g\u00e9n\u00e9ral :<\/strong> la recherche d\u2019Accenture a r\u00e9v\u00e9l\u00e9 qu\u2019il y a un \u00e9cart de 6 % entre les investissements actuels et les investissements optimaux en t\u00e9l\u00e9 pour arriver \u00e0 maximiser les ventes. Autrement dit, ils recommandent aux annonceurs d\u2019investir 48 % de leur budget m\u00e9dia en t\u00e9l\u00e9 (optimal) au lieu de seulement 42 % (actuel).<\/li>\n<\/ol>\n

    La recherche fait ressortir, entre autres choses, que malgr\u00e9 le fait que la t\u00e9l\u00e9 repr\u00e9sente seulement 42 % des investissements totaux, les publicit\u00e9s t\u00e9l\u00e9 font progresser les ventes totales de 57 %. Avec ce genre de r\u00e9sultats, on comprend mieux pourquoi Accenture recommande aux annonceurs d\u2019augmenter leurs investissements m\u00e9dia en t\u00e9l\u00e9 multiplateforme afin de r\u00e9aliser un meilleur RCI. Pour conna\u00eetre tous les d\u00e9tails, assurez-vous de regarder la pr\u00e9sentation au complet.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Depuis toujours, le marketing est une profession pleine de d\u00e9fis et, de nos jours, ceci s\u2019av\u00e8re plus que jamais. Durant cette p\u00e9riode sans pr\u00e9c\u00e9dent, les annonceurs et publicitaires doivent faire face \u00e0 la fois \u00e0 de tr\u00e8s fortes pressions \u00e0 la baisse sur leurs budgets et \u00e0 une demande pressante de r\u00e9aliser un rendement du capital investi imm\u00e9diat. Comment faire pour trouver l\u2019\u00e9quilibre entre les pr\u00e9occupations de la salle du conseil et la r\u00e9alit\u00e9 inh\u00e9rente \u00e0 l\u2019\u00e9dification et au maintien d\u2019une marque forte? Pour r\u00e9pondre \u00e0 cette question et plus encore, thinktv<\/strong> a accueilli un excellent panel d\u2019experts en marketing \u00e0 son troisi\u00e8me \u00e9v\u00e9nement annuel M\u00e9dia, marketing et efficacit\u00e9<\/em>.<\/p>\n

    Si vous l\u2019avez manqu\u00e9, assurez-vous de visionner les vid\u00e9os. En attendant, voici quelques faits saillants…<\/p>\n","protected":false},"author":99,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[416],"tags":[807,53,806],"acf":[],"yoast_head":"\nL\u2019efficacit\u00e9 en marketing : les leaders d\u2019opinion s\u2019expriment - Association canadienne des annonceurs<\/title>\n<meta name=\"description\" content=\"thinktv a accueilli un excellent panel d\u2019experts en marketing \u00e0 son \u00e9v\u00e9nement annuel M\u00e9dia, marketing et efficacit\u00e9. 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