{"id":78258,"date":"2023-11-06T12:03:26","date_gmt":"2023-11-06T11:03:26","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=78258"},"modified":"2023-11-06T12:18:41","modified_gmt":"2023-11-06T11:18:41","slug":"ciblage-par-situations","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2023\/11\/06\/ciblage-par-situations\/","title":{"rendered":"Ciblage : oubliez la segmentation, pensez situations"},"content":{"rendered":"

Une \u00e9tude r\u00e9cente sur le ciblage men\u00e9e par l’\u00e9diteur de CDP Treasure Data au Royaume-Uni aux \u00c9tats-Unis et en France d\u00e9montre l’\u00e9volution des comportements des consommateurs et son impact sur la notion de segmentation<\/a> en marketing grand public. Si les critiques sur les segmentations par profils ne datent pas d’aujourd’hui, l’\u00e9tude en question apporte une d\u00e9monstration chiffr\u00e9e de l’importance du changement dans ce domaine. Elle fournit \u00e9galement des chiffres et d\u00e9tails sur les diff\u00e9rents ciblages dits \u00ab\u00a0par situations\u201d en France. N\u00e9anmoins, malgr\u00e9 la conscience qu’ont les marketeurs de la faiblesse des ciblages par profil, les vieilles m\u00e9thodes de segmentation restent n\u00e9anmoins les plus utilis\u00e9es.<\/em><\/p>\n

Le ciblage par situations, alternative \u00e0 la segmentation classique<\/h2>\n
\"fin
Le fait que le marketing aime tant les m\u00e9taphores guerri\u00e8res m’a toujours fascin\u00e9. Les cibles, les campagnes… Pourtant, tirer \u00e0 c\u00f4t\u00e9 de la cible ne sert \u00e0 rien – image produite avec Midjourney et retouch\u00e9e avec Adobe Illustrator.<\/figcaption><\/figure>\n

Cette \u00e9tude est particuli\u00e8rement enrichissante, car elle montre la volatilit\u00e9 des utilisateurs \u00e0 une p\u00e9riode o\u00f9 la situation \u00e9conomique les oblige \u00e0 revoir leurs comportements d’achats.<\/p>\n

Un ciblage par situations pour mieux suivre les changements<\/h3>\n

Ce qui est le plus int\u00e9ressant \u00e0 mon avis cependant est ce que les auteurs ont appel\u00e9 \u00ab le ciblage par situations \u00bb.<\/p>\n

Comme l’explique Murielle de\u00a0Boisseson, responsable marketing France chez Treasure Data :<\/p>\n

Les r\u00e9sultats de cette \u00e9tude confirment que les mod\u00e8les de segmentation \u00e9cul\u00e9s qui enferment les consommateurs dans des groupes rigides et permanents ne fonctionnent simplement plus<\/p><\/blockquote>\n

Cette \u00e9tude fournit ainsi un compl\u00e9ment utile et approfondi \u00e0 une pr\u00e9c\u00e9dente enqu\u00eate sur les st\u00e9r\u00e9otypes de l’exp\u00e9rience client men\u00e9e par Adobe et comment\u00e9e dans nos colonnes<\/a>.<\/p>\n

\"\"
Les marketeurs sont conscients que les outils de ciblage traditionnels bas\u00e9s sur le profilage ne conviennent plus \u00e0 la r\u00e9alit\u00e9 du terrain… mais ils continuent n\u00e9anmoins de les utiliser<\/figcaption><\/figure>\n

Cette \u00e9tude va au-del\u00e0 du constat cependant.<\/p>\n

Elle propose une alternative utile \u00e0 ces m\u00e9thodes traditionnelles de segmentation au travers de ce que Treasure Data appelle le ciblage par situation. Pour rendre cette proposition plus lisible, nous avons proc\u00e9d\u00e9 \u00e0 un formage des donn\u00e9es de l’\u00e9tude au travers d’une infographie. Nous y avons repris toutes les caract\u00e9ristiques de chacune des situations principales relev\u00e9es par l’\u00e9tude de l’\u00e9diteur am\u00e9ricain.<\/p>\n

Le ciblage par situations en France<\/h3>\n
\"Ciblage<\/a>
Le ciblage par situations expliqu\u00e9 en infographie \u2014 cliquer sur l’image pour l’agrandir<\/span><\/strong><\/a><\/figcaption><\/figure>\n

On remarque dans cette nouvelle segmentation plus comportementale des choses particuli\u00e8rement int\u00e9ressantes. Cette segmentation r\u00e9alis\u00e9e par les responsables de l’\u00e9tude montre en effet que les diff\u00e9rents groupes de consommateurs sont sensibles \u00e0 des arguments diff\u00e9rents. Il s’agit en outre de groupes assez homog\u00e8nes par la taille, ce qui d\u00e9montre une r\u00e9elle vari\u00e9t\u00e9 dans les comportements.<\/p>\n

Cette \u00e9tude nous apprend \u00e9galement que certains groupes (les consommateurs pratiques 26\u00a0% et la g\u00e9n\u00e9ration C 18\u00a0%) sont plus sensibles \u00e0 l\u2019exp\u00e9rience client (CX) que d’autres. Cela permet \u00e9galement, par la m\u00eame occasion de d\u00e9montrer par les chiffres l’importance de l\u2019exp\u00e9rience<\/a>.<\/p>\n

Cela souligne bien, si besoin \u00e9tait, que les g\u00e9n\u00e9ralisations en mati\u00e8re de marketing n’ont pas grand int\u00e9r\u00eat. Ceci d’autant plus que l’on observe une grande instabilit\u00e9 de ces groupes, ce qui impose un r\u00e9\u00e9quilibrage des diff\u00e9rentes segmentations au fil du temps.<\/p>\n

Pourtant, les auteurs de l’\u00e9tude font remarquer que notamment en France, les marketeurs sont moins enclins \u00e0 revoir ces m\u00e9thodes de ciblage qu’aux \u00c9tats-Unis. Par ailleurs, les auteurs de l’\u00e9tude font remarquer que, m\u00eame si les responsables marketing en France et ailleurs sont conscients de la faiblesse des mod\u00e8les anciens de segmentation, les techniques de segmentation qu’ils utilisent restent traditionnelles. On ne change pas ses habitudes si facilement…<\/p>\n

Bien d’autres conclusions int\u00e9ressantes issues de cette \u00e9tude sont accessibles par le communiqu\u00e9 de presse ou l’eBook t\u00e9l\u00e9chargeables ci-dessous.<\/p>\n

\u00c0 propos de la m\u00e9thodologie de cette \u00e9tude<\/h3>\n

Cette \u00e9tude sur le ciblage est bas\u00e9e sur deux enqu\u00eates men\u00e9es par Opinium pour le compte de Treasure Data. La premi\u00e8re a interrog\u00e9 des \u00e9chantillons nationaux repr\u00e9sentatifs en France, aux \u00c9tats-Unis et au Royaume-Uni \u2013 2 000 adultes par pays, soit 6 000 r\u00e9pondants au total – entre le 3 et le 6\u00a0juillet 2023. La seconde a sond\u00e9 500 d\u00e9cideurs marketing dans des entreprises B2C de plus de 2 employ\u00e9s en France, aux \u00c9tats-Unis et au Royaume-Uni – 1500 r\u00e9pondants au total – entre le 3 et le 13\u00a0juillet 2023.<\/p>\n

T\u00e9l\u00e9chargez l’\u00e9tude de Treasure Data<\/a> en fran\u00e7ais<\/p>\n

\"Je<\/a><\/p>\n

T\u00e9l\u00e9charger le communiqu\u00e9 de presse<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Une \u00e9tude r\u00e9cente sur le ciblage men\u00e9e par l’\u00e9diteur de CDP Treasure Data au Royaume-Uni aux \u00c9tats-Unis et en France d\u00e9montre l’\u00e9volution des comportements des consommateurs et son impact sur la notion de segmentation en marketing grand public. Si les critiques sur les segmentations par profils ne datent pas d’aujourd’hui, l’\u00e9tude en question apporte une …<\/p>\n","protected":false},"author":2,"featured_media":78262,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4062,5127],"tags":[],"class_list":["post-78258","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-a-la-une","category-breves"],"yoast_head":"\nCiblage : oubliez la segmentation, pensez situations<\/title>\n<meta name=\"description\" content=\"Une \u00e9tude r\u00e9cente suir le ciblage men\u00e9e par Treasure Data d\u00e9montre l'\u00e9volution des comportements et son impact sur la segmentation\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2023\/11\/06\/ciblage-par-situations\/\" \/>\n<meta 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/78258","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=78258"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/78258\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/78262"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=78258"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=78258"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=78258"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}