{"id":11518,"date":"2017-03-09T23:31:36","date_gmt":"2017-03-09T22:31:36","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=11518"},"modified":"2017-03-20T10:44:41","modified_gmt":"2017-03-20T09:44:41","slug":"on-nengage-les-millennials-que-par-voie-numerique-et-dautres-mythes-demystifies","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/on-nengage-les-millennials-que-par-voie-numerique-et-dautres-mythes-demystifies\/","title":{"rendered":"\u2018On n\u2019engage les Millennials que par voie num\u00e9rique\u2019 et d\u2019autres mythes d\u00e9mystifi\u00e9s"},"content":{"rendered":"<p>Sur ce site, nous nous int\u00e9ressons souvent aux Millennials. A juste titre d\u2019ailleurs, car \u00e0 court terme les vingtenaires et trentenaires actuels seront responsables de la majeure partie des d\u00e9penses, formant ainsi une cible marketing de choix. En outre, les Millennials constituent la premi\u00e8re g\u00e9n\u00e9ration v\u00e9ritablement num\u00e9rique et ils passent plus de temps sur Internet et les appareils mobiles que quiconque. Le choix d\u2019une strat\u00e9gie m\u00e9dia \u00a0\u00bb digital only \u00a0\u00bb semble alors \u00e9vident, mais est-ce bien judicieux\u00a0?<\/p>\n<p>Une \u00e9tude r\u00e9cente sondant les Millennials conclut que ceux-ci ne forment <a href=\"http:\/\/www.magazinemedia.be\/fr\/les-millennials-ne-sont-pas-une-cible\/\" target=\"_blank\">pas un groupe homog\u00e8ne<\/a>\u00a0et qu\u2019ils sont bien <a href=\"http:\/\/www.magazinemedia.be\/fr\/la-generation-y-lit-plus-assidument-le-media-magazine-que-la-moyenne\/\" target=\"_blank\">plus \u00a0\u00bb vieux jeu \u00a0\u00bb dans leur utilisation m\u00e9dia<\/a> qu\u2019on voudrait bien le croire. Sans doute les marketeers devront-ils quelque peu revoir leur copie concernant ce groupe int\u00e9ressant et r\u00e9\u00e9quilibrer leur mix m\u00e9dia en fonction du comportement r\u00e9el. Nous \u00e9voquons 3 affirmations, 3 mythes devant imp\u00e9rativement \u00eatre d\u00e9mystifi\u00e9s pour ouvrir la voie vers une strat\u00e9gie efficace.<\/p>\n<h4><strong>Mythe N\u00b0 1 \u2013 Les Millennials ignorent le print<\/strong><\/h4>\n<p>Les Millennials aussi ressentent que le print est plus vrai, plus r\u00e9el que le monde virtuel. Les contenus sur papier stimulent davantage le cerveau que les contenus digitaux, r\u00e9v\u00e8le une \u00e9tude fMRI. Par cons\u00e9quent, les Millennials remarquent plus rapidement les messages commerciaux en print que les campagnes num\u00e9riques. 49 % d\u2019entre eux se munissent m\u00eame de coupons lorsqu\u2019ils se rendent au magasin (source\u00a0: <a href=\"https:\/\/www.qg.com\/customer-focus-research\" target=\"_blank\">Customer Focus<\/a>) et ils se servent tout autant de modes de communication papier comme le direct mail, les encarts publicitaires et les catalogues. Cette cible n\u2019est donc pas tellement \u00a0\u00bb digitale \u00ab\u00a0, mais plut\u00f4t multicanale. Un mix m\u00e9dia \u00e9quilibr\u00e9 est d\u00e8s lors \u00e0 sa place.<\/p>\n<h4><strong>Mythe N\u00b0 2 \u2013 On n\u2019engage les Millennials que par voie num\u00e9rique<\/strong><\/h4>\n<p>Nous osons supposer qu\u2019il est bien connu que le temps investi n\u2019\u00e9quivaut pas \u00e0 l\u2019engagement. Cela vaut aussi pour les Millennials. Plus de la moiti\u00e9 d\u2019entre eux indiquent qu\u2019ils ignorent les e-mails et la publicit\u00e9 digitale, et 45 % fait de m\u00eame pour les messages texte mobiles. Les achats sur base des\/via les m\u00e9dias sociaux restent aussi en retrait par rapport aux attentes (respectivement 10 % et 1 %). Par contre, les Millennials peuvent \u00eatre retrouv\u00e9s dans des environnements num\u00e9riques plus que quiconque, mais les toucher et les engager, c\u2019est une toute autre affaire.<\/p>\n<h4><strong>Mythe N\u00b0 3 \u2013 Les Millennials aiment d\u00e9penser de l\u2019argent<\/strong><\/h4>\n<p>Ce groupe est plut\u00f4t attentif aux co\u00fbts\u00a0: 49 % des Millennials en font un sport de voir combien ils peuvent \u00e9conomiser. Ils s\u2019y appliquent en se servant de coupons papier et num\u00e9riques et de programmes de fid\u00e9lit\u00e9. Ils s\u2019informent aussi surtout par le biais d\u2019encarts publicitaires, de sites et de catalogues. Il appara\u00eet que les Millennials sont sensibles aux offres et r\u00e9ductions les plus diverses.<\/p>\n<p>En guise de conclusion, nous pouvons affirmer que les Millennials d\u00e9terminent eux-m\u00eames, de fa\u00e7on tr\u00e8s appuy\u00e9e, quels messages commerciaux ils consomment et quand ils le font. La flexibilit\u00e9 et la satisfaction imm\u00e9diate des m\u00e9dias num\u00e9riques les attirent, mais le print s\u2019av\u00e8re toujours \u00eatre un moyen tr\u00e8s efficace pour vraiment toucher les Millennials.<\/p>\n<p>Source\u00a0: <a href=\"http:\/\/www.targetmarketingmag.com\/article\/marketing-to-millennials-3-myths-shattered\/\" target=\"_blank\">Target Marketing\u00a0<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sur ce site, nous nous int\u00e9ressons souvent aux Millennials. A juste titre d\u2019ailleurs, car \u00e0 court terme les vingtenaires et trentenaires actuels seront responsables de la majeure partie des d\u00e9penses, formant ainsi une cible marketing de choix. En outre, les Millennials constituent la premi\u00e8re g\u00e9n\u00e9ration v\u00e9ritablement num\u00e9rique et ils passent&#8230;<\/p>\n","protected":false},"author":2,"featured_media":11516,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1022,1153],"class_list":["post-11518","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-concours","tag-trends-fr-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Millennials: 3 mythes d\u00e9mystifi\u00e9s<\/title>\n<meta name=\"description\" content=\"les Millennials constituent la premi\u00e8re g\u00e9n\u00e9ration v\u00e9ritablement num\u00e9rique et ils passent plus de temps sur Internet et les appareils mobiles que quiconque\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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