{"id":26857,"date":"2025-02-03T09:40:14","date_gmt":"2025-02-03T09:40:14","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26857"},"modified":"2025-02-03T09:40:16","modified_gmt":"2025-02-03T09:40:16","slug":"comment-retenir-lattention-de-consommateurs-surexposes-interview-de-francois-lienart","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/comment-retenir-lattention-de-consommateurs-surexposes-interview-de-francois-lienart\/","title":{"rendered":"Comment retenir l\u2019attention de consommateurs surexpos\u00e9s ? Interview de Fran\u00e7ois Lienart"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"alignleft size-full is-resized\"><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/02\/Lienart.jpeg\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26858\" data-permalink=\"http:\/\/consumerinsight.eu\/marketingisdead\/comment-retenir-lattention-de-consommateurs-surexposes-interview-de-francois-lienart\/lienart\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/02\/Lienart.jpeg?fit=600%2C600\" data-orig-size=\"600,600\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Li\u00e9nart\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/02\/Lienart.jpeg?fit=600%2C600\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/02\/Lienart.jpeg?resize=272%2C272\" alt=\"\" class=\"wp-image-26858\" width=\"272\" height=\"272\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/02\/Lienart.jpeg?w=600 600w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/02\/Lienart.jpeg?resize=300%2C300 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/02\/Lienart.jpeg?resize=150%2C150 150w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/02\/Lienart.jpeg?resize=550%2C550 550w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2025\/02\/Lienart.jpeg?resize=500%2C500 500w\" sizes=\"auto, (max-width: 272px) 100vw, 272px\" \/><\/a><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">En amont de la matin\u00e9e organis\u00e9e par le P\u00f4le prospective de @Adetem le Jeudi 13 f\u00e9vrier, quelques rapides questions aux intervenants pour vous mettre l\u2019eau \u00e0 la bouche.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Question&nbsp;:<\/strong> <em>Il semblerait aujourd\u2019hui qu\u2019il soit de plus en plus compliqu\u00e9 de capter l&rsquo;attention des consommateurs&nbsp;: votre exp\u00e9rience confirme cette analyse&nbsp;?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fran\u00e7ois Lienart&nbsp;: <\/strong>Il est difficile d&rsquo;affirmer qu&rsquo;il est compliqu\u00e9 de capter l&rsquo;attention car s&rsquo;il existe quelques \u00e9tudes relatives \u00e0 la saturation des expositions publicitaires, elles sont souvent contradictoires. En revanche, peut \u00eatre appr\u00e9hendons nous moins bien les principes cognitifs\/cr\u00e9atifs permettant de capter cette attention. Les travaux de neuroscience sur ce sujet restent tr\u00e8s r\u00e9cents et peuvent surprendre quant \u00e0 leurs r\u00e9sultats. Ainsi la perte d&rsquo;attention r\u00e9sulte le plus souvent d&rsquo;une mauvaise \u00e9criture s\u00e9quenc\u00e9e des principes cognitifs basiques permettant d&rsquo;attirer l&rsquo;attention.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Question&nbsp;:<\/strong> <em>Existe-t-il des solutions pour percer la barri\u00e8re de l\u2019indiff\u00e9rence&nbsp;?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fran\u00e7ois Lienart&nbsp;: <\/strong>Oui, et on commence \u00e0 les percer. Nos travaux men\u00e9s permettent aujourd&rsquo;hui le lier concr\u00e8tement efficacit\u00e9 m\u00e9dia et b\u00e9n\u00e9fice branding. Reste \u00e0 inclure dans l&rsquo;\u00e9quation de facteur cr\u00e9atif.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Question&nbsp;:<\/strong> <em>Et plus particuli\u00e8rement, vous pouvez nous dire deux mots de votre exp\u00e9rience avec Carrefour&nbsp;?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Fran\u00e7ois Lienart\u00a0: <\/strong>Le challenge \u00e9nonc\u00e9 avec Carrefour consiste \u00e0 compenser un levier marketing (Imprim\u00e9 sans adresse\/catalogue) remis en cause pour des principes RSE\/\u00e9cologique\/Oui Pub, mais historiquement consid\u00e9r\u00e9 comme particuli\u00e8rement efficace. Comment comparer les leviers marketing\/m\u00e9dia d\u00e9livrant des \u00ab\u00a0occasions de contact\u00a0\u00bb tr\u00e8s diff\u00e9rentes ? Comment surmonter le vide historique des approches m\u00e9diaplanning cross m\u00e9dia. L&rsquo;attention est peut-\u00eatre une partie du chainon manquant de cette \u00e9quation.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En amont de la matin\u00e9e organis\u00e9e par le P\u00f4le prospective de @Adetem le Jeudi 13 f\u00e9vrier, quelques rapides questions aux intervenants pour vous mettre l\u2019eau \u00e0 la bouche. Question&nbsp;: Il semblerait aujourd\u2019hui qu\u2019il soit de plus en plus compliqu\u00e9 de capter l&rsquo;attention des consommateurs&nbsp;: votre&#8230;<\/p>\n","protected":false},"author":2,"featured_media":26858,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[149],"tags":[168],"class_list":["post-26857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interviews","tag-adetem"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment retenir l\u2019attention de consommateurs surexpos\u00e9s ? 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