{"id":7372,"date":"2014-08-19T05:22:21","date_gmt":"2014-08-19T09:22:21","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=7372"},"modified":"2014-08-19T08:40:35","modified_gmt":"2014-08-19T12:40:35","slug":"lindustrie-de-lautomobile-a-lassaut-de-la-publicite-2-0","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/lindustrie-de-lautomobile-a-lassaut-de-la-publicite-2-0\/","title":{"rendered":"L\u2019industrie de l\u2019automobile \u00e0 l\u2019assaut de la publicit\u00e9 2.0"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"color: #000080;\"><span class=\"s1\"><b><a href=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2014\/08\/04030124-photo-publicite-ciblee.png\"><img loading=\"lazy\" class=\"alignleft wp-image-7375\" src=\"http:\/\/isarta.com\/infos\/wp-content\/uploads\/2014\/08\/04030124-photo-publicite-ciblee.png\" alt=\"04030124-photo-publicite-ciblee\" width=\"173\" height=\"170\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2014\/08\/04030124-photo-publicite-ciblee.png 295w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2014\/08\/04030124-photo-publicite-ciblee-50x50.png 50w\" sizes=\"(max-width: 173px) 100vw, 173px\" \/><\/a>18 ao<\/b><\/span><span class=\"s2\"><b>\u00fb<\/b><\/span><span class=\"s1\"><b>t 2014 &#8211; Une <\/b><\/span><span class=\"s2\"><b>\u00e9<\/b><\/span><span class=\"s1\"><b>tude de la firme am<\/b><\/span><span class=\"s2\"><b>\u00e9<\/b><\/span><span class=\"s1\"><b>ricaine J.D. Power r<\/b><\/span><span class=\"s2\"><b>\u00e9<\/b><\/span><span class=\"s1\"><b>v<\/b><\/span><span class=\"s2\"><b>\u00e8<\/b><\/span><span class=\"s1\"><b>le que de plus en plus de propri<\/b><\/span><span class=\"s2\"><b>\u00e9<\/b><\/span><span class=\"s1\"><b>taires d<\/b><\/span><span class=\"s2\"><b>\u2019<\/b><\/span><span class=\"s1\"><b>automobiles compl<\/b><\/span><span class=\"s2\"><b>\u00e8<\/b><\/span><span class=\"s1\"><b>tent une bonne partie de leur processus d<\/b><\/span><span class=\"s2\"><b>\u2019<\/b><\/span><span class=\"s1\"><b>achat en ligne. Si bien que les vendeurs tendent <\/b><\/span><span class=\"s2\"><b>\u00e0 <\/b><\/span><span class=\"s1\"><b>devenir de simples livreurs d<\/b><\/span><span class=\"s2\"><b>\u2019<\/b><\/span><span class=\"s1\"><b>autos<\/b><\/span><span class=\"s2\"><b>\u2026 <\/b><\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"color: #333333;\"><span class=\"s1\">Entre 65% et 90% du magasinage serait achev<\/span><span class=\"s2\">\u00e9 <\/span><span class=\"s1\">en ligne au moment o<\/span><span class=\"s2\">\u00f9 <\/span><span class=\"s1\">le client contacte le concessionnaire. Malgr<\/span><span class=\"s2\">\u00e9 <\/span><span class=\"s1\">ce virage num<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">rique incontestable, la publicit<\/span><span class=\"s2\">\u00e9 <\/span><span class=\"s1\">est <\/span><span class=\"s2\">\u00e0 <\/span><span class=\"s1\">contre-courant.<\/span><\/span><\/p>\n<p style=\"text-align: justify;\"><span class=\"s2\">\u00c9<\/span><span class=\"s1\">trangement, et ce m<\/span><span class=\"s2\">\u00ea<\/span><span class=\"s1\">me si un processus d<\/span><span class=\"s2\">\u2019<\/span><span class=\"s1\">achat en ligne implique plusieurs plateformes num<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">riques, l<\/span><span class=\"s2\">\u2019<\/span><span class=\"s1\">industrie automobile privil<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">gie toujours les bons vieux m<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">dias comme la t<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">l<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">vision et les journaux. Surprenant lorsqu<\/span><span class=\"s2\">\u2019<\/span><span class=\"s1\">on apprend que 9 nouveaux conducteurs sur 10 utilisent un ordinateur pour acc<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">der <\/span><span class=\"s2\">\u00e0 <\/span><span class=\"s1\">Internet.<\/span><\/p>\n<p style=\"text-align: justify;\"><span class=\"s1\">Ce retard de l<\/span><span class=\"s2\">\u2019<\/span><span class=\"s1\">industrie automobile s<\/span><span class=\"s2\">\u2019<\/span><span class=\"s1\">expliquerait par la m<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">connaissance de leur public cible. Pendant longtemps, les tranches plus <\/span><span class=\"s2\">\u00e2<\/span><span class=\"s1\">g<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">es de la population repr<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">sentaient les cibles par excellence. Ils <\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">taient les plus nombreux, mais aussi les plus riches! Les seniors n<\/span><span class=\"s2\">\u2019<\/span><span class=\"s1\">ont pas migr<\/span><span class=\"s2\">\u00e9 <\/span><span class=\"s1\">aussi vite que les jeunes vers le num<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">rique mais auraient, toujours d&rsquo;apr\u00e8s J.D. Power,<\/span><span class=\"s1\">\u00a0rattrap<\/span><span class=\"s2\">\u00e9 ce mouvement depuis<\/span><span class=\"s1\">.<\/span><\/p>\n<p style=\"text-align: justify;\"><span class=\"s1\">L<\/span><span class=\"s2\">\u2019<\/span><span class=\"s1\">industrie automobile a r<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">cemment pris conscience de ce retard en amor\u00e7ant\u00a0une petite r\u00e9volution de ses strat<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">gies publicitaires et marketing. En effet, les constructeurs automobiles et les concessionnaires auront\u00a0d<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">pens<\/span><span class=\"s2\">\u00e9 <\/span><span class=\"s1\">environ 6,15 milliards de dollars am<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">ricains en publicit<\/span><span class=\"s2\">\u00e9 <\/span><span class=\"s1\">num<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">rique en 2014, soit pr<\/span><span class=\"s2\">\u00e8<\/span><span class=\"s1\">s de 20% de plus que l<\/span><span class=\"s2\">\u2019<\/span><span class=\"s1\">an dernier<\/span><span class=\"s2\">\u2026 O<\/span><span class=\"s1\">n en a d&rsquo;ailleurs eu un avant-go<\/span><span class=\"s2\">\u00fb<\/span><span class=\"s1\">t au Qu<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">bec avec, notamment, la campagne de courtes vid<\/span><span class=\"s2\">\u00e9<\/span><span class=\"s1\">os en ligne le <em>Bond d<\/em><\/span><em><span class=\"s2\">\u2019<\/span><\/em><span class=\"s1\"><em>essai Chevrolet<\/em> dont voici une capsule:<\/span><\/p>\n<p style=\"text-align: justify;\"><iframe loading=\"lazy\" src=\"\/\/www.youtube-nocookie.com\/embed\/MmKNGagYJ1g\" width=\"425\" height=\"350\"><\/iframe><\/p>\n<p>\u00a0<\/p>\n<div class=\"brdr2\"><\/div>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_7372\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/lindustrie-de-lautomobile-a-lassaut-de-la-publicite-2-0\/\"  data-item_title=\"L\u2019industrie de l\u2019automobile \u00e0 l\u2019assaut de la publicit\u00e9 2.0\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2014\/08\/04030124-photo-publicite-ciblee.png\"  data-item_date=\"2014-08-19T05:22:21-04:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/p>\n<hr size=\"3\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>18 ao\u00fbt 2014 &#8211; Une \u00e9tude de la firme am\u00e9ricaine J.D. Power r\u00e9v\u00e8le que de plus en plus de propri\u00e9taires d\u2019automobiles compl\u00e8tent une bonne partie de leur processus d\u2019achat en ligne. Si bien que les vendeurs tendent \u00e0 devenir de simples livreurs d\u2019autos\u2026 Entre 65% et 90% du magasinage serait achev\u00e9 en ligne au moment [&hellip;]<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_7372\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/lindustrie-de-lautomobile-a-lassaut-de-la-publicite-2-0\/\"  data-item_title=\"L\u2019industrie de l\u2019automobile \u00e0 l\u2019assaut de la publicit\u00e9 2.0\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2014\/08\/04030124-photo-publicite-ciblee.png\"  data-item_date=\"2014-08-19T05:22:21-04:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><hr size=\"3\"><\/div>","protected":false},"author":34,"featured_media":7375,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[1176],"_links":{"self":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/7372"}],"collection":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/users\/34"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/comments?post=7372"}],"version-history":[{"count":4,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/7372\/revisions"}],"predecessor-version":[{"id":7377,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/7372\/revisions\/7377"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media\/7375"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media?parent=7372"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/categories?post=7372"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/tags?post=7372"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}