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Thomas said
am février 19 2008 @ 10:10
Il y a aussi des déplacements de budgets de la publicité aux optimisations pour le référencement plus pérennes.
seb said
am février 19 2008 @ 11:01
c’est assez marrant de lire le 1er resultat :
52% considèrent qu’il n’y a pas assez d’indicateur pour bien mesurer l’impact des pubs en ligne
sachant que : il n y a pas d autres medias / supports pub qui puisse mesurer réellement son impact sur les decisions d’achat, la construction de la marque etc etc……la possibilité de mesurer l impact et les retombées est justement la force de ce media (et à terme peut etre aussi son principal problème)…
Qu’ensuite les points 2 et 3 sont corrélés…une direction qui embauche les bonnes personnes pour gérer cela et ensuite les ressources internes seront adaptées..(le chat se mord la queue la non ?)
24% considèrent que le reach n’est pas assez important..la on est d’accord, ca n a pas encore la puissance de la TV…certes..mais on y arrrivera…
enfin si 18 % remettent en cause les compétences de leurs agences, ils n ont qu’a en changer..mais encore faut il qu’ils puissent donner de vrais objectifs à celles ci..si j en crois les réponses 1 à 3 , je dirais que les annonceurs ne sont pas capables de cela en fait…
bref..les annonceurs…ont certes la capacite à s autocritiquer..mais je trouve qu’ils ne se remette,nt pas assez en cause en france tout du moins, et une fois de plus on prend des années de retard sur les pays anglo saxons..mais bon ca c’est pas mon probleme (encore que)..
Marc said
am février 20 2008 @ 11:46
- 52% considèrent qu’il n’y a pas assez d’indicateur pour bien mesurer l’impact des pubs en ligne
Problème de tracking ? mesure du ROI ? tout dépend si l’annonceur cherche de la notoriété ou de la vente, de l’acquisition en ligne et s’il dispose des outils pour les mesurer…
- 41% estiment que leurs ressources/compétences internes ne sont pas encore adaptées
Ca malheureusement on ne peux pas vraiment les aider, il y à encore une phase d’évangélisation > 2 ans au minimum. L’impact du web se mesure sur du moyen et du long terme, l’approche one shot est terminée. La stratégie d’une marque sur le web est organique et vivante, elle s’intègre à un ensemble qui est en perpétuelle gestation (offre, demande, concurrence…). Il faut s’adapter en permanence et innover, les sites présents depuis un certains temps (2 à 3 minimum) bénéficie d’une certaine notoriété et ont acquis et fidélisés une audience >>> leur campagne marketing en ligne auront d’autant plus d’impact, contrairement à un site qui n’est pas connu ou une marque qui essaie timidement à s’initier au web.
- 33% ont du mal à convaincre leur direction générale
C’est une question de culture des décideurs qui ont été formés au 100% au offline (« à la vieille école »)
- 24% considèrent que l’ epub n’a pas assez de puissance –> de reach Dommage parce que couplé avec le offline, le web est un formidable aspirateur de trafic qualifié. Lorsque qu’une publicité est vue à la télé, les internautes se rabattent sur internet pour obtenir plus d’information. Ce n’est pas pour rien que Google s’intéresse au offline avec le rachat en janvier 2006 de la régie publicitaire radio aux US « dMarc Broadcasting ». Rappelons aussi que 79% des internautes préparent leurs achats sur internet, que l’achat se fasse en ligne ou en magasin.
- 18% remettent en cause les compétences de leur agence
C’est l’effet des cycles de vagues, beaucoup de monde a voulu aller sur le web après l’avoir boudé un temps et « après avoir lu dans la presse les performances de leur concurrents » (en général ça énerve les directeur marketing ou le DG). Les agences adoptent parfoir et souvent des discours très voir trop commerciaux > trop de promesse et peu de résultat refroidit forcément un client.
…
Conclusion : pour synthétiser l’ensemble de ces points, il est en effet important de structurer parfaitement son offre et de connaitre son audience (fréquentation, navigation…) afin de garantir le meilleur ROI à l’annonceur, couplé avec un outil tracking afin d’obtenir des mesures permet de discuter et de proposer des solutions à l’annonceur que ses résultats soient bons ou pas à la hauteur des objectifs fixés.
…
Bref la profession doit encore évoluer et mieux s’adapter aux considérations du marché. L’idéal serait d’arriver à trouver des indicateurs commun entre la mesure/ l’achat de la publicité ON et OFFline, mais cela reste encore à faire …
Une méthode pour pouvoir mesurer l’impact offline et online, serait de mettre en place une campagne online à N et de refaire une campagne en couplant le offline et le online à N+1 à la même période.
Ludovic said
am février 22 2008 @ 15:59
Très intéressant, ou peut-on avoir accès à l’étude complète ?
Thibault de Saint Martin said
am février 23 2008 @ 10:47
@ Ludovic –> il faut la commander auprès de McKinsey, mais ça doit pas être donné …