{"id":34860,"date":"2024-12-19T13:10:27","date_gmt":"2024-12-19T12:10:27","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=228414"},"modified":"2024-12-19T13:21:21","modified_gmt":"2024-12-19T12:21:21","slug":"neue-wirkungsstudie-zeigt-staerkste-kanaele-fuers-fundraising","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2024-12-19\/neue-wirkungsstudie-zeigt-staerkste-kanaele-fuers-fundraising\/","title":{"rendered":"Une nouvelle \u00e9tude d'impact montre les canaux les plus puissants pour la collecte de fonds"},"content":{"rendered":"
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(Image symbolique : Unsplash.com)<\/figcaption>\r\n<\/figure>\r\n

La campagne cross-m\u00e9dia de No\u00ebl 2023 de Caritas Suisse avait pour objectif de g\u00e9n\u00e9rer des dons et de mieux faire conna\u00eetre le travail \u00e0 l'\u00e9tranger de l'organisation \u00e0 but non lucratif (NPO). Pour ce faire, Caritas Suisse a combin\u00e9 plusieurs canaux : Direct mailing, OOH, DOOH, annonces dans la presse, e-mail, display, Social Media Ads et SEA.<\/p>\r\n

L'\u00e9tude d'impact r\u00e9alis\u00e9e par Exactag \u00e0 la demande de Post Advertising a examin\u00e9 dans quelle mesure ce mix m\u00e9dia cross-m\u00e9dia a bien fonctionn\u00e9 et quels canaux ont g\u00e9n\u00e9r\u00e9 le plus de dons. Elle a \u00e9t\u00e9 \u00e9labor\u00e9e \u00e0 l'aide du \"Marketing Mix Modeling\" - une m\u00e9thodologie \"co\u00fbteuse, mais particuli\u00e8rement pertinente\" selon les indications.<\/p>\r\n

\"Les conclusions du Marketing Mix Modeling nous aident \u00e0 mieux cibler le budget m\u00e9dia pour la prochaine campagne et \u00e0 aborder les groupes cibles pertinents de mani\u00e8re encore plus pr\u00e9cise\", explique Christoph Keiser, coresponsable du d\u00e9partement Fundraising + Marketing de Caritas Suisse.<\/p>\r\n

Des connaissances pr\u00e9cieuses pour tous les secteurs <\/strong><\/h3>\r\n

Une mod\u00e9lisation du marketing mix se base sur un grand nombre de donn\u00e9es qui sont g\u00e9n\u00e9ralement confidentielles. C'est pourquoi les r\u00e9sultats ne sont presque jamais publi\u00e9s. \"Le fait que Caritas Suisse donne un aper\u00e7u des r\u00e9sultats de cette \u00e9tude est remarquable\", d\u00e9clare Daniel Sch\u00f6nmann, responsable de la recherche publicitaire et de la communication chez Post Advertising. \"En tant que grande organisation \u00e0 but non lucratif, elle rend sciemment les conclusions de l'\u00e9tude accessibles \u00e0 des organisations plus petites et \u00e0 des entreprises d'autres secteurs. Ainsi, elles peuvent \u00e9galement en profiter et optimiser leurs campagnes cross-m\u00e9diatiques\".<\/p>\r\n

Les publipostages sont particuli\u00e8rement efficaces <\/strong><\/h3>\r\n

L'\u00e9tude d'impact montre que bien plus de 50 % du volume des dons pendant la p\u00e9riode de la campagne peut \u00eatre attribu\u00e9 \u00e0 la campagne publicitaire cross-m\u00e9dia. Ces dons suppl\u00e9mentaires sont \u00e9galement appel\u00e9s dons incr\u00e9mentaux. Il s'agit de l'augmentation nette des dons qui n'aurait pas \u00e9t\u00e9 attendue sans les mesures publicitaires. Les mailings directs apportent la plus grande contribution \u00e0 l'impact dans le m\u00e9diamix, ce qui confirme leur r\u00f4le dominant en tant que m\u00e9dia d\u00e9clenchant l'action lors de la collecte de fonds. Les campagnes OOH et DOOH ont \u00e9galement une influence plus que proportionnelle sur la g\u00e9n\u00e9ration de dons lorsque la pression publicitaire est suffisante.<\/p>\r\n

Le renforcement du cross-m\u00e9dia augmente l'efficacit\u00e9 <\/strong><\/h3>\r\n

Outre l'efficacit\u00e9 des canaux, l'\u00e9tude a \u00e9galement examin\u00e9 l'efficience de la campagne. Pour la campagne de No\u00ebl 2023, Caritas Suisse a augment\u00e9 les co\u00fbts nets de la campagne de dix pour cent par rapport \u00e0 l'ann\u00e9e pr\u00e9c\u00e9dente et a ainsi augment\u00e9 les dons incr\u00e9mentaux de mani\u00e8re disproportionn\u00e9e de 37 pour cent. Au final, le retour sur investissement publicitaire (Return on Advertising Spend, ROAS) a augment\u00e9 de 24 pour cent. Cette efficacit\u00e9 accrue est surtout due au renforcement de la crossm\u00e9dialit\u00e9 - le mix m\u00e9dia habilement \u00e9largi. Selon l'analyse d'efficacit\u00e9, le publipostage est le top performer en mati\u00e8re de ROAS, suivi de la publicit\u00e9 DOOH et du display. Ces trois canaux se renforcent mutuellement.<\/p>\r\n

Trois recommandations pour la strat\u00e9gie crossmedia <\/strong><\/h3>\r\n

L'\u00e9tude en d\u00e9duit trois recommandations d'action centrales pour les NPO et les entreprises d'autres secteurs afin d'optimiser leur strat\u00e9gie crossmedia. Premi\u00e8rement, elles devraient exploiter les synergies entre les trois top performers que sont le publipostage, la publicit\u00e9 DOOH et l'affichage. Une telle r\u00e9orientation du mix m\u00e9dia augmente l'efficacit\u00e9 globale de leurs campagnes. Deuxi\u00e8mement, l'\u00e9tude recommande d'optimiser les campagnes au niveau r\u00e9gional : A l'aide de Data & Analytics, il est possible d'identifier des r\u00e9gions d'une grande importance. Si les annonceurs augmentent de mani\u00e8re cibl\u00e9e leur pression publicitaire dans ces r\u00e9gions, ils augmentent non seulement l'impact, mais aussi l'efficacit\u00e9 de leurs campagnes. Troisi\u00e8mement, les optimisations du setting des campagnes et du mix m\u00e9dia devraient se faire par petites \u00e9tapes afin de v\u00e9rifier l'effet en continu.<\/p>\r\n

\r\n

Le site \u00c9tude d'impact<\/strong> d'Exactag pour le compte de Post Advertising se base sur le Marketing Mix Modeling. Celui-ci r\u00e9unit trois \u00e9tapes de m\u00e9thode : l'analyse \u00e0 long terme, l'analyse des campagnes et l'analyse intra-canal (environnements). La proc\u00e9dure a \u00e9t\u00e9 \u00e9troitement coordonn\u00e9e avec Caritas Suisse. Les donn\u00e9es proviennent de diff\u00e9rentes sources, \u00e9taient anonymes et ont \u00e9t\u00e9 valid\u00e9es en collaboration avec la NPO. L'utilisation de m\u00e9thodes statistiques et de proc\u00e9d\u00e9s d'apprentissage automatique a permis d'identifier des mod\u00e8les dans les donn\u00e9es. Des corr\u00e9lations entre les d\u00e9penses publicitaires et les recettes de dons ont \u00e9t\u00e9 mises en \u00e9vidence, ce qui permet des optimisations cibl\u00e9es.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

L'\u00e9tude d'impact d'une campagne cross-m\u00e9dia de Caritas Suisse donne un aper\u00e7u d\u00e9taill\u00e9 des contributions \u00e0 l'impact des diff\u00e9rents canaux de g\u00e9n\u00e9ration de dons. Les r\u00e9sultats doivent aider les organisations \u00e0 but non lucratif ainsi que les entreprises d'autres secteurs \u00e0 optimiser leurs futures campagnes.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Wirkungsstudie Caritas","_yoast_wpseo_metadesc":"Caritas-Studie zeigt: Crossmediale Strategien steigern Spenden. 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