{"id":23325,"date":"2023-11-22T15:00:19","date_gmt":"2023-11-22T14:00:19","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=206681"},"modified":"2024-11-12T14:40:27","modified_gmt":"2024-11-12T13:40:27","slug":"mit-wemf-daten-schnaeppchenjaegern-auf-der-spur","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2023-11-22\/mit-wemf-daten-schnaeppchenjaegern-auf-der-spur\/","title":{"rendered":"Sur la trace des chasseurs de bonnes affaires gr\u00e2ce aux donn\u00e9es REMP"},"content":{"rendered":"<p><\/p>\r\n<p>Anna M\u00fcller, Project Manager MACH Consumer et Maria-Isabel Koch, Project Manager MACH Values, ont pr\u00e9sent\u00e9 un cas int\u00e9ressant pour le Black Friday, dans lequel elles ont d\u00e9velopp\u00e9 une campagne compl\u00e8te \u00e0 l'aide de donn\u00e9es. L'analyse du potentiel a commenc\u00e9 avec MACH Consumer, qui permettait d'analyser facilement les caract\u00e9ristiques et les comportements. Lors de l'analyse du groupe cible, ils ont constat\u00e9 que c'\u00e9tait surtout un public jeune de moins de 40 ans, tr\u00e8s int\u00e9ress\u00e9 et sensible aux prix, qui \u00e9tait vis\u00e9.<\/p>\r\n<p>Le groupe cible s'est r\u00e9v\u00e9l\u00e9 \u00eatre h\u00e9doniste, avide de consommer, bien inform\u00e9 sur les produits et techniquement averti. La strat\u00e9gie m\u00e9diatique s'est concentr\u00e9e sur des approches personnalis\u00e9es, le commerce en ligne et stationnaire jouant un r\u00f4le important dans le domaine de l'\u00e9lectronique. L'accent a \u00e9t\u00e9 mis sur l'utilisation des m\u00e9dias sociaux, du streaming vid\u00e9o, du streaming t\u00e9l\u00e9visuel et des m\u00e9dias out-of-home pour atteindre un groupe cible mobile. Les titres imprim\u00e9s et les stations de radio locales \u00e9taient \u00e9galement pertinents malgr\u00e9 l'affinit\u00e9 en ligne du groupe cible.<\/p>\r\n<p>La campagne publicitaire devait contenir des \u00e9l\u00e9ments ludiques correspondant au groupe cible, qui avait une grande affinit\u00e9 avec les jeux de hasard. La pr\u00e9sentation de codes de r\u00e9duction dans des cartes \u00e0 gratter et l'int\u00e9gration d'applications de roue de la fortune \u00e9taient des approches possibles. Les donn\u00e9es offraient un aper\u00e7u du comportement du groupe cible et permettaient de le cibler.<\/p>\r\n<p>Le r\u00e9dacteur de Werbewoche, Beat H\u00fcrlimann, a conclu en demandant si les outils disponibles \u00e9taient suffisamment utilis\u00e9s. Maria-Isabelle Koch a soulign\u00e9 que l'acc\u00e8s aux informations fournies \u00e9tait \u00e9lev\u00e9, mais qu'il y avait toujours un potentiel d'utilisation suppl\u00e9mentaire, notamment de la part des annonceurs qui n'ont peut-\u00eatre pas encore r\u00e9alis\u00e9 tout le potentiel des \u00e9tudes de march\u00e9.<\/p>","protected":false},"excerpt":{"rendered":"<p>Lors de la Journ\u00e9e suisse de la recherche sur les m\u00e9dias 2023, les chercheuses de la REMP Anna M\u00fcller et Maria Isabel Koch ont r\u00e9v\u00e9l\u00e9 comment les donn\u00e9es de la REMP aident \u00e0 planifier des campagnes r\u00e9ussies du Black Friday. Werbewoche.ch a ensuite rencontr\u00e9 les deux chercheuses pour une discussion en vid\u00e9o.<\/p>","protected":false},"author":8,"featured_media":23342,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Black Friday Datenanalyse","_yoast_wpseo_metadesc":"Black Friday Kampagne: MACH Consumer analysiert j\u00fcngere Zielgruppe und optimiert personalisierte Werbestrategien.","articlekey":"","footnotes":""},"categories":[29],"tags":[4009],"class_list":["post-23325","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-medienforschung"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mit WEMF-Daten Schn\u00e4ppchenj\u00e4gern auf der Spur - Organisator<\/title>\n<meta name=\"description\" content=\"Black Friday Kampagne: MACH Consumer analysiert j\u00fcngere Zielgruppe und optimiert personalisierte Werbestrategien.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/fr\/marketing\/2023-11-22\/mit-wemf-daten-schnaeppchenjaegern-auf-der-spur\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mit WEMF-Daten Schn\u00e4ppchenj\u00e4gern auf der Spur - 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