Le marketing a priori a vécu. Le web apporte aux marques leur lot de révélation sur leurs cibles, leurs attentes et leurs comportements. Un sceptique du GRP, un novateur de la vente d'espace, un créateur de cible comportementale et l'une des principales régies du marché confrontent leur vision.
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Le marketing a priori a vécu. Le web apporte aux marques leur lot de révélation sur leurs cibles, leurs attentes et leurs comportements. Un sceptique du GRP, un novateur de la vente d'espace, un créateur de cible comportementale et l'une des principales régies du marché confrontent leur vision.
Le marketing a priori a vécu. Le web apporte aux marques leur lot de révélation sur leurs cibles, leurs attentes et leurs comportements. Un sceptique du GRP, un novateur de la vente d'espace, un créateur de cible comportementale et l'une des principales régies du marché confrontent leur vision.
Désormais, il y a consensus pour reconnaître un changement majeur des comportements du consommateur. En particulier le contenu. Conséquence directe du développement de l'internet.
Toutefois, loin du plateau un débat entre les anciens (télévision) et les modernes (internet). En effet, tous les acteurs, même traditionnels, se sont mis à la convergence des médias en proposant par exemple leur offre triple play : disponibilité des contenus à la fois sur internet, la télévision et le mobile.
Un des faits nouveaux est donc la consommation en différé, désolidarisée de son support d'origine. Comme en atteste le succès des catch-up tv.
Autre tendance de fond : l'appétence du public pour une consommation individualisée et à l'unité enrichie de services, d'accessibilité.
Quelque soient les évolutions en termes de comportement, deux impondérables, deux incontournables : le monitoring et le reporting. Autrement dit, mesurer avec rigueur et efficacité la performance de visionnage. Et repérer l'audience qui va avec.
Le marketing a priori a vécu. Le web apporte aux marques leur lot de révélation sur leurs cibles, leurs attentes et leurs comportements. Un sceptique du GRP, un novateur de la vente d'espace, un créateur de cible comportementale et l'une des principales régies du marché confrontent leur vision.
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