{"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
\"\"<\/a><\/figure><\/div>\n\n\n\n

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

Question :<\/strong> 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 ?<\/em><\/p>\n\n\n\n

Fran\u00e7ois Lienart : <\/strong>Il est difficile d’affirmer qu’il est compliqu\u00e9 de capter l’attention car s’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’attention r\u00e9sulte le plus souvent d’une mauvaise \u00e9criture s\u00e9quenc\u00e9e des principes cognitifs basiques permettant d’attirer l’attention. <\/p>\n\n\n\n

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

Fran\u00e7ois Lienart : <\/strong>Oui, et on commence \u00e0 les percer. Nos travaux men\u00e9s permettent aujourd’hui le lier concr\u00e8tement efficacit\u00e9 m\u00e9dia et b\u00e9n\u00e9fice branding. Reste \u00e0 inclure dans l’\u00e9quation de facteur cr\u00e9atif.<\/p>\n\n\n\n

Question :<\/strong> Et plus particuli\u00e8rement, vous pouvez nous dire deux mots de votre exp\u00e9rience avec Carrefour ?<\/em><\/p>\n\n\n\n

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’attention est peut-\u00eatre une partie du chainon manquant de cette \u00e9quation.<\/p>\n","protected":false},"excerpt":{"rendered":"

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 : Il semblerait aujourd\u2019hui qu\u2019il soit de plus en plus compliqu\u00e9 de capter l’attention des consommateurs : votre…<\/p>\n","protected":false},"author":2,"featured_media":26858,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","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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