Publicitaire, un métier qui a bien changé aujourd’hui, loin de la caricature des années 1980 / 1990. A présent, le conseil en communication est devenu essentiel….Plus que le marketing lui-même.
« …La croissance du marché publicitaire est de retour. Les annonceurs ont augmenté leurs dépenses de 2% en 2017, selon France Pub. Une augmentation surtout due au développement des médias du Web (+12 %, à 4 milliards d’euros). Les marques ont plus que jamais besoin d’être accompagnées dans leur mutation. Tout d’abord, parce qu’elles dépassent les frontières et deviennent des vecteurs de la culture mondiale. Les nouvelles applications sont immédiatement des marques mondiales, à l’exemple de l’émergence récente du réseau social Vero en pleine croissance. Les anciennes marques doivent suivre… De plus, elles ont évidemment besoin d’exister sur Internet. Mais plus facile à dire qu’à faire : le Web est un maquis dans lequel il est très difficile de mesurer ou d’objectiver la performance et le retour sur investissement. C’est une jungle où bien des abus sont commis au nom de l’impérieuse digitalisation…Enfin, les marques doivent réussir à entretenir le lien affectif qu’elles ont avec leur public, dans un monde où le doute est partout et à chaque instant. Leur pouvoir émotionnel est plus que jamais nécessaire face à la contestation systématique du rationnel. Mais ce pouvoir doit à présent s’exercer autrement, directement auprès de chaque consommateur : les nouveaux moyens de ciblage révolutionnent le marketing !… »
Conseil en valeur de marque et positionnement, conseil en choix d’agences, Happy Match vous oriente vers le publicitaire ad hoc dans toutes les étapes de votre campagne.
Vous souhaitez la réussir ? Happy Match vous aide à sélectionner votre partenaire et vous assiste dans cette démarche. N’hésitez pas à nous contacter ici.
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