{"id":26854,"date":"2025-01-30T10:04:55","date_gmt":"2025-01-30T10:04:55","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26854"},"modified":"2025-01-30T10:05:15","modified_gmt":"2025-01-30T10:05:15","slug":"comment-retenir-lattention-de-consommateurs-surexposes-interview-de-franck-perrier","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/comment-retenir-lattention-de-consommateurs-surexposes-interview-de-franck-perrier\/","title":{"rendered":"Comment retenir l\u2019attention de consommateurs surexpos\u00e9s ? Interview de Franck Perrier\u00a0"},"content":{"rendered":"\n
\"\"<\/a><\/figure><\/div>\n\n\n\n

En amont de la matin\u00e9e organis\u00e9e par le P\u00f4le prospective l’Adetem le Jeudi 13 f\u00e9vrier, quelques rapides questions aux intervenants pour vous mettre l\u2019eau \u00e0 la bouche<\/p>\n\n\n\n

Question : Aujourd\u2019hui les consommateurs sont quotidiennement expos\u00e9s \u00e0 plus de 10 000, voire 15 000 stimuli commerciaux\u2026<\/p>\n\n\n\n

Franck Perrier\u00a0: Aujourd\u2019hui, les consommateurs filtrent, zappent, ignorent. Nous sommes dans une culture \u00ab\u00a0popcorn\u00a0\u00bb, o\u00f9 l\u2019attention saute d\u2019un contenu \u00e0 l\u2019autre, stimul\u00e9e par une qu\u00eate incessante de dopamine.<\/p>\n\n\n\n

La dopamine, c\u2019est quoi ? C\u2019est le neurotransmetteur du plaisir et de la r\u00e9compense. Chaque notification, chaque scroll, chaque vid\u00e9o courte d\u00e9clenche une mini-d\u00e9charge, nous poussant \u00e0 en vouloir toujours plus.<\/p>\n\n\n\n

Question : <\/a>Il semblerait aujourd\u2019hui qu\u2019il soit de plus en plus compliqu\u00e9 de capter l’attention des consommateurs : votre exp\u00e9rience confirme cette analyse ?<\/p>\n\n\n\n

Franck Perrier : Oui, notre exp\u00e9rience le confirme : les consommateurs sont hyper-sollicit\u00e9s et privil\u00e9gient des contenus ultra-courts. Un grand acteur de la finance fran\u00e7ais, par exemple, cherche \u00e0 s\u2019adapter \u00e0 TikTok, la plateforme reine du snack content et de la surconsommation d\u2019infos. Le \u00ab cerveau TikTok \u00bb, c\u2019est une attention fragment\u00e9e. R\u00e9sultat ? Moins de patience pour les formats longs. Les marques doivent s\u2019adapter ou dispara\u00eetre.<\/p>\n\n\n\n

Question : Existe-t-il des solutions pour percer la barri\u00e8re de l\u2019indiff\u00e9rence ?<\/p>\n\n\n\n

Franck Perrier : Il existe des solutions et je me demande s\u2019il faut de nouvelles recettes ou au contraire revenir aux fondamentaux de la publicit\u00e9. Je pense \u00e0 3 leviers. <\/p>\n\n\n\n

L\u2019\u00e9motion : une marque qui fait vibrer, fait exister. Les histoires fortes captivent.<\/p>\n\n\n\n

L\u2019immersion : exp\u00e9riences interactives, r\u00e9alit\u00e9 augment\u00e9e, personnalisation\u2026 L\u2019utilisateur devient acteur en s\u2019appuyant sur les nouvelles technologies.<\/p>\n\n\n\n

L\u2019authenticit\u00e9 : fini le marketing de fa\u00e7ade, place aux valeurs sinc\u00e8res et aux contenus engageants.<\/p>\n\n\n\n

Question : AI, influenceurs, communaut\u00e9s, contenus : quel est le bon choix ?<\/p>\n\n\n\n

Franck Perrier : Et on pourrait ajouter : ma\u00eetrise technique des plateformes, cr\u00e9ation contr\u00f4l\u00e9e de la controverse, gestion optimale des formats et d’autres encore. Il n\u2019y a pas une r\u00e9ponse unique, mais une combinaison intelligente de plusieurs leviers, une orchestration. Encore faut-il savoir \u00e9crire la belle partition. On en parlera ensemble.<\/p>\n","protected":false},"excerpt":{"rendered":"

En amont de la matin\u00e9e organis\u00e9e par le P\u00f4le prospective l’Adetem le Jeudi 13 f\u00e9vrier, quelques rapides questions aux intervenants pour vous mettre l\u2019eau \u00e0 la bouche Question : Aujourd\u2019hui les consommateurs sont quotidiennement expos\u00e9s \u00e0 plus de 10 000, voire 15 000 stimuli commerciaux\u2026 Franck…<\/p>\n","protected":false},"author":2,"featured_media":26855,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[149],"tags":[168],"yoast_head":"\nComment retenir l\u2019attention de consommateurs surexpos\u00e9s ? 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