{"id":1470,"date":"2021-10-29T11:55:43","date_gmt":"2021-10-29T11:55:43","guid":{"rendered":"https:\/\/agence-puck.fr\/?p=1470"},"modified":"2023-10-23T16:10:08","modified_gmt":"2023-10-23T14:10:08","slug":"le-print-a-t-il-encore-sa-place-dans-les-strategies-marketing","status":"publish","type":"post","link":"https:\/\/agence-puck.fr\/en\/actualites\/le-print-a-t-il-encore-sa-place-dans-les-strategies-marketing\/","title":{"rendered":"LE PRINT A-T-IL ENCORE SA PLACE DANS LES STRAT\u00c9GIES MARKETING"},"content":{"rendered":"
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Jamais la publicit\u00e9 n\u2019a \u00e9t\u00e9 aussi omnipr\u00e9sente :\u00a0explosion des offres, d\u00e9multiplication des messages, sans doute gr\u00e2ce \u00e0 une communication de plus en plus digitale. Pourtant, alors qu\u2019il a \u00e9t\u00e9 le format roi pendant des ann\u00e9es au sein des agences de publicit\u00e9 et pour les annonceurs, le m\u00e9dium print, qu\u2019il soit affichage, presse ou bien mailing, semble devenir le parent pauvre de la communication en g\u00e9n\u00e9ral<\/b>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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La communication digitale r\u00e8gne en ma\u00eetre<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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En perp\u00e9tuelle croissance gr\u00e2ce aux nouvelles g\u00e9n\u00e9rations hyper connect\u00e9es, le digital prend de plus en plus de place. Plus rapide en termes d\u2019ex\u00e9cution, et moins co\u00fbteuse <\/b>que le print en termes d\u2019achat d\u2019espace, la publicit\u00e9 digitale a su s\u00e9duire les annonceurs. <\/p>\n

Elle se retrouve sur tous les r\u00e9seaux et elle use du ciblage personnalis\u00e9 pour adresser plus pr\u00e9cis\u00e9ment et capter ainsi l\u2019int\u00e9r\u00eat des gens. Le digital permet aux annonceurs en outre de suivre plus facilement la rentabilit\u00e9 (<\/b>Return on Investment, ROI<\/a>)<\/b> des actions engag\u00e9es.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Pourtant la communication digitale ne fait pas tout<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Elle a aussi ses faiblesses<\/b>. Elle ne touche pas toutes les populations de la m\u00eame mani\u00e8re. Le ciblage simple et efficace d\u2019apparence ne l\u2019est pas toujours. Essayer de cibler un d\u00e9cideur d\u2019achat pour un avion d\u2019affaires ou un prescripteur de solutions pour des infrastructures a\u00e9roportuaires am\u00e8ne rapidement \u00e0 comprendre que sans un travail de visibilit\u00e9 ou de notori\u00e9t\u00e9 n\u00e9cessitant aussi de passer par les m\u00e9dias plus classiques, les campagnes digitales ont peu de chance de performer<\/b>. Le print, lui, permettra de toucher un d\u00e9cideur dans un a\u00e9roport ou l\u2019expert d\u2019un bureau d\u2019\u00e9tude dans la lecture de la presse professionnelle ou \u00e9conomique.<\/p>

En outre la publicit\u00e9 digitale a \u00e9galement\u00a0du mal \u00e0 ma\u00eetriser la r\u00e9p\u00e9tition<\/b>. Cette r\u00e9currence d\u2019information a tendance \u00e0 saturer la cible et diminue son attention. En fait le b\u00eata de m\u00e9morisation du canal digital est extr\u00eamement faible<\/b> (B\u00e9ta = coefficient de\u00a0m\u00e9morisation de Morgensztern<\/a>\u00a0permettant aux agences-conseil\u00a0d\u2019analyser la r\u00e9manence d\u2019un message selon le temps apr\u00e8s l\u2019exposition).\u00a0<\/p>

C\u2019est un m\u00e9dia de l\u2019\u00e9ph\u00e9m\u00e8re, tout comme les informations d\u00e9livr\u00e9es par les r\u00e9seaux sociaux. Celui de la presse (10\/11%) est proche de celui de la TV (15%), alors que les banni\u00e8res sont probablement autour de (3%). Celui de la vid\u00e9o online (hors catch up) est en moyenne de 5,7%.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Print : une prime \u00e0 l\u2019impact et \u00e0 la construction d\u2019image<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Le format print<\/b> qu\u2019il soit affichage, presse ou mailing a de plus l\u2019avantage d\u2019\u00eatre un exercice cr\u00e9atif exigeant.\u00a0<\/b><\/p>

Le message doit se d\u00e9coder en un clin d\u2019\u0153il et sa surface d\u2019exposition correspond bien \u00e0 cet exercice. Celle-ci donne toute sa place \u00e0 un visuel, une accroche, un concept cr\u00e9atif qui auront le loisir de faire r\u00e9fl\u00e9chir le spectateur, l\u00e0 o\u00f9 la communication digitale aura tendance \u00e0 parler au cerveau reptilien.<\/p>

Tous ces atouts permettent au print d\u2019aider \u00e0 construire des images de marque ou conforter un positionnement.<\/b><\/p>

\u00c0 d\u00e9faut d\u2019\u00eatre une r\u00e9elle menace pour le print, le digital, s\u2019av\u00e8re \u00eatre un formidable compl\u00e9ment pour former un duo gagnant des strat\u00e9gies de communication pour les agences<\/b>. La fusion du print et du digital est int\u00e9ressante pour toucher un large public. Elle permet un d\u00e9veloppement des canaux et rend les strat\u00e9gies plus efficaces. Tout cela dans une strat\u00e9gie globale push and pull bien s\u00fbr.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

Jamais la publicit\u00e9 n\u2019a \u00e9t\u00e9 aussi omnipr\u00e9sente, explosion des offres, d\u00e9multiplication des messages, sans doute gr\u00e2ce \u00e0 une communication de plus en plus digitale. Pourtant, alors qu\u2019il a \u00e9t\u00e9 le format roi pendant des ann\u00e9es au sein des agences de publicit\u00e9 et pour les annonceurs, le m\u00e9dium print, qu\u2019il soit affichage, presse ou bien mailing, semble devenir le parent pauvre de la communication en g\u00e9n\u00e9ral.<\/p>","protected":false},"author":1,"featured_media":2253,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1470","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"yoast_head":"\nLE PRINT A-T-IL ENCORE SA PLACE DANS LES STRAT\u00c9GIES MARKETING - Agence Puck<\/title>\n<meta name=\"description\" content=\"Strat\u00e9gie de communication, positionnement de marque, marketing, retrouvez ici nos astuces et conseils.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/agence-puck.fr\/en\/actualites\/le-print-a-t-il-encore-sa-place-dans-les-strategies-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LE PRINT A-T-IL ENCORE SA PLACE DANS LES STRAT\u00c9GIES MARKETING - 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