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#2_WTB_Comment digitaliser ma campagne offline?
#2
INTRODUCTION
AVANT, LA PUB
C’ETAIT CA
MAINTENANT,
C’EST CA
LES REGLES DU JEU ONT CHANGE
L’AUDIENCE DES
MEDIA
TRADITIONNELS
NE CESSE DE
BAISSER
#1
#2_WTB_Comment digitaliser ma campagne offline?
EXPOSE
CATALOGUE PRODUIT BEST AND FAILS
LA CIBLE LA PLUS DESIRABLE DES
15-34 N’EST PLUS SENSIBLES AUX
COMMUNICATIONS “TOUCH-DOWN”#2
Les 15-34 ans ou
« digital natives »
sont + d’1/3 de la
population active
&
regardent 2 fois moins la
TV
que les tranches d’âge
supérieures.
Source : Médiametrie Octobre 2012
#2_WTB_Comment digitaliser ma campagne offline?
Les digital natives sont sensibles à la
communication d’influence.
L’ATTENTION EST UNE DENREE DE
PLUS EN PLUS RARE
SAVOIR LA CAPTER EST UNE SCIENCE
#3
#2_WTB_Comment digitaliser ma campagne offline?
#2_WTB_Comment digitaliser ma campagne offline?
LA MULTIPLICATION DES SURFACES DE COMMUNICATION
MULTIPLIE AUSSI LES OCCASIONS
DE RELAYER SON MESSAGE
63% DES CONSOMMATEURS ONT BESOIN D’ENTENDRE
UN MESSAGE PUBLICITAIRE 3 A 5 FOIS
AVANT D’Y CROIRE
Edeleman Trust Barometer 2012
PLUSIEURS SOLUTIONS ONT VU LE JOUR
POUR CAPTER L’ATTENTION
ET RELAYER LE MESSAGE DES MARQUES
1. LES BANNIERES
Vous avez 279 fois plus de
chance de grimper au
sommet de l’Everest que de
cliquer sur une bannière
  Pas d’interaction
  Pas de storytelling
  Pas de socialisation
ELLES NIENT LES CODES ET USAGES DE LEUR MEDIA
INTERRUPTION
MARKETING
  Pas d’interaction
  Pas de storytelling
  Pas de socialisation
ELLES NIENT LES CODES ET USAGES DE LEUR MEDIA
POURTANT CERTAINES SUCCESS STORIES SONT A NOTER
https://www.youtube.com/watch?
v=32Vt8cW0uWU
https://www.youtube.com/watch?
v=BTObTYyaDzM
LE FUTUR EST SUR LE MOBILE?
https://vimeo.com/69947176
2. CONNECTER IRL + URL
THE PROBLEM WITH QR CODES …
#2_WTB_Comment digitaliser ma campagne offline?
  Valeur du contenu
  Emplacement
  Consumer awareness
http://www.youtube.com/watch?v=fGaVFRzTTP4&feature=youtu.be
http://www.youtube.com/watch?v=0RrXcm89FAo&feature=youtu.be
LA REALITE AUGMENTEE
3. LE POINT DE VENTE
4. NATIVE ADS
#2_WTB_Comment digitaliser ma campagne offline?
#2_WTB_Comment digitaliser ma campagne offline?
#2_WTB_Comment digitaliser ma campagne offline?
#2_WTB_Comment digitaliser ma campagne offline?
CE N’EST PAS UNIQUEMENT CA …
OU CA …
C’EST AUSSI CA
C’EST AUSSI CA
C’EST AUSSI CA
http://www.youtube.com/watch?
feature=player_embedded&v=Bpy75q2DDow
CONCLUSION
http://www.youtube.com/watch?v=IxZ_ZznO2ek
#2_WTB_Comment digitaliser ma campagne offline?
#2_WTB_Comment digitaliser ma campagne offline?

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#2_WTB_Comment digitaliser ma campagne offline?