{"id":27379,"date":"2018-04-26T08:30:07","date_gmt":"2018-04-26T06:30:07","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=27379"},"modified":"2022-02-16T13:20:39","modified_gmt":"2022-02-16T12:20:39","slug":"medias-traditionnels","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2018\/04\/26\/medias-traditionnels\/","title":{"rendered":"M\u00e9dias traditionnels : la publicit\u00e9 classique va-t-elle dispara\u00eetre ?"},"content":{"rendered":"<p><em>A l\u2019heure des nouvelles technologies de l\u2019information et de la communication de nombreuses questions se posent. <strong>Quel est l\u2019avenir de notre \u00e9cosyst\u00e8me publicitaire ? Les m\u00e9dias traditionnels vont-ils dispara\u00eetre\u00a0?<\/strong> Pour nous \u00e9clairer sur le sujet, Yann Gourvennec a interview\u00e9 <\/em><span class=\"removed_link\" title=\"https:\/\/www.linkedin.com\/in\/jean-paul-crenn-73868a2\"><em>Jean-Paul Crenn<\/em><\/span><em>, fondateur et PDG depuis 14 ans de <\/em><a href=\"https:\/\/www.vuca-strategy.com\/fr\/\"><em>VUCA Strategy<\/em><\/a><em>, un cabinet de conseil en e-commerce et en transformation digitale. Il est tomb\u00e9 dans la marmite du web en 1992, avec un premier site de e-commerce en 1994, et depuis n\u2019en est jamais sorti. Il enseigne \u00e9galement aupr\u00e8s d\u2019<\/em><a href=\"http:\/\/www.escpeurope.eu\/fr\/\"><em>ESCP Europe<\/em><\/a><em> et \u00e0 <\/em><a href=\"http:\/\/www.tbs-education.fr\/\"><em>Toulouse Business School<\/em><\/a><em> sur les probl\u00e9matiques du Digital Illusions. Il a aussi \u00e9crit de nombreux ouvrages sur le e-commerce et les objets connect\u00e9s. <\/em><\/p>\n<figure id=\"attachment_27499\" aria-describedby=\"caption-attachment-27499\" style=\"width: 500px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-27499 size-medium\" title=\"\u00e9cosyst\u00e8me publicitaire\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/04\/new-piktochart_29508171-500x250.png\" alt=\"Publicit\u00e9 : les m\u00e9dias traditionnels vont-ils dispara\u00eetre ?\" width=\"500\" height=\"250\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/04\/new-piktochart_29508171-500x250.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/04\/new-piktochart_29508171-1024x512.png 1024w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/04\/new-piktochart_29508171-768x384.png 768w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/04\/new-piktochart_29508171-1536x768.png 1536w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/04\/new-piktochart_29508171-2048x1024.png 2048w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><figcaption id=\"caption-attachment-27499\" class=\"wp-caption-text\">Face aux publicit\u00e9s, sur les m\u00e9dias traditionnels, certaines personnes se rendent volontairement aveugles en les ignorant totalement.<\/figcaption><\/figure>\n<h2><strong>Consommateurs comme annonceurs tournent le dos \u00e0 la publicit\u00e9 et aux m\u00e9dias traditionnels<\/strong><\/h2>\n<p>Jean-Paul est certain que \u00ab\u00a0<strong>la cha\u00eene de valeur sur laquelle est b\u00e2tie tout l&rsquo;\u00e9cosyst\u00e8me publicitaire est en train d&rsquo;\u00eatre reconfigur\u00e9e<\/strong> par des entreprises qui g\u00e8rent des marques de grande consommation, au d\u00e9triment des m\u00e9dias de masse\u00a0sur lesquels \u00e9tait b\u00e2ti le syst\u00e8me de valeurs des agences de communication \u00bb.<\/p>\n<p><strong>L<\/strong><strong>es consommateurs comme les annonceurs se d\u00e9tournent de l\u2019usage de la publicit\u00e9<\/strong>. Selon Jean-Paul Agon, PDG du Groupe l\u2019Or\u00e9al, les marques du secteur de la cosm\u00e9tique qui ont une plus forte croissance sont celles qui utilisent le moins la publicit\u00e9 et la promotion. <a href=\"https:\/\/www.loreal-finance.com\/fr\/communique\/chiffre-daffaires-du-1er-trimestre-2017\">En 2017, les marques Urban Decay\u00a0et\u00a0Kiehl&rsquo;s\u00a0enregistrent des progressions \u00e0 deux chiffres<\/a> (+12,2% de croissance pour la division Luxe de l\u2019Or\u00e9al). La marque Tesla confirme ce constat, elle ne poss\u00e8de aucun budget publicit\u00e9.<\/p>\n<p>Le d\u00e9tournement des consommateurs de la publicit\u00e9 traditionnelle a lieu \u00e0 plusieurs niveaux\u00a0avec :<\/p>\n<ul>\n<li><strong>La banner blindness\u00a0:<\/strong> Orange avait montr\u00e9 \u00e0 la fin des ann\u00e9es 90 que les personnes essayent d\u2019ignorer les banni\u00e8res publicitaires des sites Web. Ils sont aveugles face aux publicit\u00e9s.<\/li>\n<li><strong>L\u2019usage des AdBlock\u00a0:<\/strong> cette extension gratuite bloque l\u2019apparition des publicit\u00e9s sur les pages Internet. Son usage est de plus en plus important, 80% des jeunes qui ont entre 21 et 25 ans utilisent quotidiennement un AdBlocker.<\/li>\n<\/ul>\n<p>Selon Jean-Paul, l\u2019avenir des grandes soci\u00e9t\u00e9s de publicit\u00e9 (Publicis, Havas, WPP, etc.) est menac\u00e9, car elles ont selon lui rat\u00e9 le virage du num\u00e9rique. Certaines \u00e9tudes men\u00e9es aux \u00c9tats-Unis montrent notamment <a href=\"http:\/\/www.strategies.fr\/blogs-opinions\/blogs-favoris\/1063184W\/travailler-chez-google-et-facebook-c-est-le-bonheur-assure-.html\" target=\"_blank\" rel=\"noopener noreferrer\">qu\u2019une grande proportion des jeunes dipl\u00f4m\u00e9s souhaite travailler chez les g\u00e9ants du Web comme Google et Facebook<\/a>. L\u2019\u00e9cosyst\u00e8me publicitaire que l\u2019on conna\u00eet aujourd\u2019hui sera donc tr\u00e8s diff\u00e9rent l\u2019ann\u00e9e prochaine, \u00ab\u00a0les m\u00e9dias de masse n\u2019auront pas compl\u00e9ment disparu, mais ils auront des difficult\u00e9s financi\u00e8res\u00a0\u00bb pr\u00e9dit Jean-Paul.<\/p>\n<p><!--more--><\/p>\n<h2><strong>Privil\u00e9gier l\u2019\u00e9conomie de l\u2019exp\u00e9rience \u00e0 la publicit\u00e9<\/strong><\/h2>\n<p>L\u2019\u00e9conomie de l\u2019exp\u00e9rience, concept \u00e9labor\u00e9 par Joe Pine, souligne l\u2019importance de cr\u00e9er des \u00e9v\u00e9nements m\u00e9morables pour les clients.\u00a0Ces \u00e9v\u00e9nements ont pour but d&rsquo;\u00e9lever le niveau d&rsquo;exp\u00e9rience et d&rsquo;augmenter la probabilit\u00e9 d&rsquo;un \u00e9change \u00e9conomique. Comme le sugg\u00e8re Joe Pine avec son concept, <strong>c\u2019est l\u2019\u00e9conomie de l\u2019exp\u00e9rience qui devient fondamentale et non la publicit\u00e9<\/strong>. 86 % des consommateurs pr\u00e9f\u00e8rent l&rsquo;exp\u00e9rience en magasin. Pour en savoir plus sur ce concept, je vous invite \u00e0 lire <a href=\"https:\/\/visionarymarketing.com\/2017\/12\/experience-economy-joe-pine\/\">cet article du blog<\/a>.<\/p>\n<figure id=\"attachment_27399\" aria-describedby=\"caption-attachment-27399\" style=\"width: 800px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/03\/joe-pine-inforg_26821290.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-27399 size-full\" title=\"\u00e9cosyst\u00e8me publicitaire\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/03\/joe-pine-inforg_26821290.png\" alt=\"Publicit\u00e9 : les m\u00e9dias traditionnels vont-ils dispara\u00eetre ?\" width=\"800\" height=\"415\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/03\/joe-pine-inforg_26821290.png 800w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/03\/joe-pine-inforg_26821290-500x259.png 500w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/03\/joe-pine-inforg_26821290-768x398.png 768w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/a><figcaption id=\"caption-attachment-27399\" class=\"wp-caption-text\">m\u00e9dias trasitionnels et publicit\u00e9 ou exp\u00e9riences en magasin ? Les consommateurs choisissent avec leurs pieds et leurs porte-monnaies<\/figcaption><\/figure>\n<h2><strong>Stop au marketing agressif<\/strong><\/h2>\n<p>Comme l\u2019avait pr\u00e9dit Seth Godin il y a quelques ann\u00e9es, <strong>le marketing intrusif avec une communication obligatoire s\u2019oppose au marketing de la permission<\/strong>. Aujourd\u2019hui, les marques souhaitent avoir une relation bas\u00e9e sur la confiance, individualis\u00e9e voire m\u00eame de l\u2019ordre de l\u2019intimit\u00e9 avec ses clients, valable dans le temps. Et la publicit\u00e9 classique a beaucoup de mal \u00e0 cr\u00e9er ce genre de relation entre la marque et les consommateurs.<\/p>\n<p>Selon Jean-Paul, \u00ab\u00a0le propre du marketing de la permission est de ne pas le ressentir comme \u00e9tant du marketing\u00a0\u00bb. Or, comme le d\u00e9nonce Mark Schaefer, des marketeurs utilisent encore des pratiques non-\u00e9thiques et tr\u00e8s agressives comme le native advertising et l\u2019<a href=\"https:\/\/fr.wikipedia.org\/wiki\/Astroturfing\">astroturfing<\/a>. Ces pratiques peuvent donner pendant un certain temps un avantage aux entreprises. Mais les consommateurs ne sont pas dupes, face \u00e0 ce marketing intrusif, ils r\u00e9agissent et se prot\u00e8gent, par exemple en installant des AdBlockers.<\/p>\n<p>La fin de la publicit\u00e9 traditionnelle se traduira par un transfert des budgets des m\u00e9dias de masse \u00e0 une distribution directe avec une relation privil\u00e9gi\u00e9e entre les marques et consommateurs, toujours dans la logique du marketing de la permission.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A l\u2019heure des nouvelles technologies de l\u2019information et de la communication de nombreuses questions se posent. Quel est l\u2019avenir de notre \u00e9cosyst\u00e8me publicitaire ? Les m\u00e9dias traditionnels vont-ils dispara\u00eetre\u00a0? Pour nous \u00e9clairer sur le sujet, Yann Gourvennec a interview\u00e9 Jean-Paul Crenn, fondateur et PDG depuis 14 ans de VUCA Strategy, un cabinet de conseil en &hellip;<\/p>\n","protected":false},"author":45,"featured_media":59305,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-27379","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>M\u00e9dias traditionnels : la publicit\u00e9 classique va-t-elle dispara\u00eetre ?<\/title>\n<meta name=\"description\" content=\"Quel est l\u2019avenir de notre \u00e9cosyst\u00e8me publicitaire ? Les m\u00e9dias traditionnels vont-ils dispara\u00eetre\u00a0? 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