{"id":3592,"date":"2023-05-11T12:50:48","date_gmt":"2023-05-11T12:50:48","guid":{"rendered":"https:\/\/domtarwpe.wpengine.com\/direct-mail-marketing-still-matters-and-heres-why-2\/"},"modified":"2024-03-12T16:54:11","modified_gmt":"2024-03-12T16:54:11","slug":"pourquoi-le-marketing-direct-par-publipostage-a-toujours-son-importance","status":"publish","type":"post","link":"https:\/\/www.domtar.com\/fr\/pourquoi-le-marketing-direct-par-publipostage-a-toujours-son-importance\/","title":{"rendered":"Pourquoi le marketing direct par publipostage a toujours son importance"},"content":{"rendered":"<h2>Malgr\u00e9 la transition en ligne d\u2019un nombre croissant de transactions, le marketing par publipostage demeure un moyen efficace d\u2019influencer les choix du client.<\/h2>\r\nLe marketing direct par publipostage est bel et bien vivant, et demeure un outil de communication efficace.\r\n\r\nDans un monde plus num\u00e9rique que jamais, le marketing direct par publipostage r\u00e9pond \u00e0 un besoin qui ne peut \u00eatre satisfait par des bits et des octets. Les clients ont soif de l\u2019influx sensoriel procur\u00e9 par une campagne d\u2019impression parfaitement ex\u00e9cut\u00e9e, et ils sont plus enclins \u00e0 se souvenir de ces marques apr\u00e8s une exp\u00e9rience de marketing imprim\u00e9.\r\n\r\nPour cette raison, m\u00eame les entreprises num\u00e9riques ont recours au marketing imprim\u00e9 et aux campagnes de publipostage. <a href=\"https:\/\/dissolve.com\/\" target=\"_blank\" rel=\"noopener\">Dissolve<\/a>, une soci\u00e9t\u00e9 canadienne fond\u00e9e en 2013, est un fournisseur en ligne d\u2019images d\u2019archives et de photographies pour les films et les applications t\u00e9l\u00e9vis\u00e9es, imprim\u00e9es et num\u00e9riques. Dissolve vend seulement des supports num\u00e9riques, mais elle s\u2019attache \u00e0 utiliser l\u2019impression pour accro\u00eetre la notori\u00e9t\u00e9 de la marque et augmenter les ventes.\r\n\r\n\u00ab Les consommateurs aiment s\u2019identifier \u00e0 quelque chose qu\u2019ils tiennent dans leurs mains \u00bb, affirme Joe Mak, directeur du marketing de Dissolve. \u00ab C\u2019est difficile \u00e0 reproduire avec un courriel. \u00bb\r\n\r\nCe sentiment d\u2019identification peut \u00eatre la raison pour laquelle l\u2019impression surpasse le courrier \u00e9lectronique et d\u2019autres supports publicitaires num\u00e9riques. L\u2019\u00e9tude de Postes Canada intitul\u00e9e <a href=\"https:\/\/www.canadapost.ca\/cpc\/en\/business\/marketing\/campaign\/why-direct-mail-marketing.page\" target=\"_blank\" rel=\"noopener\"><em>Smartmail Marketing: The Science of Activation<\/em><\/a> r\u00e9v\u00e8le que:\r\n<ul>\r\n \t<li>Le marketing direct par publipostage g\u00e9n\u00e8re un taux de reconnaissance de la marque 29 % plus \u00e9lev\u00e9 que la publicit\u00e9 num\u00e9rique.<\/li>\r\n \t<li>Les publicit\u00e9s pr\u00e9vid\u00e9os en ligne retiennent l\u2019attention d\u2019un client 57 % plus longtemps lorsqu\u2019elles sont suivies d\u2019un publipostage.<\/li>\r\n \t<li>La combinaison du marketing direct par publipostage avec les placards publicitaires aboutit \u00e0 un taux de reconnaissance de la marque 46 % plus \u00e9lev\u00e9 qu\u2019une campagne de placards publicitaires uniquement.<\/li>\r\n \t<li>Les campagnes int\u00e9gr\u00e9es mobilisent 39 pour cent plus d\u2019attention que les campagnes int\u00e9grant un seul support.<\/li>\r\n<\/ul>\r\n&nbsp;\r\n\r\nLe marketing direct par publipostage permet \u00e9galement de toucher les clients qu\u2019il n\u2019est pas possible d\u2019atteindre par voie num\u00e9rique.\r\n\r\n\u00ab Les consommateurs prot\u00e8gent plus leurs coordonn\u00e9es num\u00e9riques \u00bb, explique Sheldon Popiel, cofondateur et directeur cr\u00e9atif de Dissolve, soulignant que la location d\u2019une liste de diffusion peut fournir des noms et donn\u00e9es d\u00e9mographiques, mais pas d\u2019adresse \u00e9lectronique. Il existe \u00e9galement des r\u00e9glementations concernant l\u2019usage d\u2019adresses \u00e9lectroniques en lien avec des supports de marketing non sollicit\u00e9s.\r\n\r\nLes campagnes de marketing direct par publipostage \u00e9liminent ces probl\u00e8mes. \u00ab Nous pouvons trouver des listes permettant un ciblage extr\u00eamement pr\u00e9cis et envoyer des imprim\u00e9s pertinents pour promouvoir nos offres \u00bb, affirme M. Mak. \u00ab Il est possible de toucher des personnes qui seraient autrement inatteignables par des moyens num\u00e9riques. \u00bb\r\n\r\nLes campagnes d\u2019impression de Dissolve, comme les outils de feuilletage, les brochures lenticulaires et les tirages photographiques, ont produit des r\u00e9sultats impressionnants, r\u00e9alisant des ventes encore <a href=\"https:\/\/www.youtube.com\/watch?time_continue=20&amp;v=c_6lIEKfgEk\" target=\"_blank\" rel=\"noopener\">plusieurs mois apr\u00e8s l\u2019envoi postal d\u2019un projet<\/a>. La cl\u00e9 est que Dissolve veille \u00e0 cr\u00e9er des campagnes qui trouvent un \u00e9cho.\r\n\r\n\u00ab Nous aimons nous mettre dans la peau de nos clients. Nous sommes aussi des cr\u00e9atifs. \u00bb, assure M. Popiel. \u00ab Si nous ne ressentons rien, si nous ne voulions pas nous-m\u00eames garder cet imprim\u00e9, si nous pensons qu\u2019il repr\u00e9sente un gaspillage de papier, nos clients ressentiraient sans doute la m\u00eame chose.\u00bb\r\n\r\nDans les meilleures conditions, le marketing direct par publipostage offre un \u00e9norme potentiel d\u2019influence des choix des clients pour les raisons suivantes:\r\n<h3>1. Il attire l\u2019attention<\/h3>\r\nLe marketing num\u00e9rique peut \u00eatre tr\u00e8s efficace, mais a un prix. L\u2019attention des lecteurs peut \u00eatre facilement d\u00e9tourn\u00e9e par les fen\u00eatres publicitaires, les notifications par courriel ou les r\u00e9seaux sociaux, les alertes de nouvelles de derni\u00e8re heure et bien plus encore. De telles distractions peuvent les d\u00e9tacher de l\u2019exp\u00e9rience avant m\u00eame qu\u2019ils aient le temps de r\u00e9agir.\r\n\r\nLe marketing imprim\u00e9, en revanche, offre une exp\u00e9rience bien plus cibl\u00e9e. Les destinataires consultent les imprim\u00e9s au lieu et au moment voulu, et ma\u00eetrisent mieux combien de temps ils passent \u00e0 le faire.\r\n<h3>2. Il suscite un sentiment accru de confiance<\/h3>\r\nUne \u00e9tude r\u00e9cente de la soci\u00e9t\u00e9 de recherche finlandaise VTT a interrog\u00e9 des personnes dans 13 pays et a conclu que 90 pour cent des r\u00e9pondants pr\u00e9f\u00e8rent le marketing direct par publipostage par rapport aux r\u00e9seaux sociaux, et 63 pour cent ont affirm\u00e9 qu\u2019ils trouvent les publicit\u00e9s imprim\u00e9es plus cr\u00e9dibles. Sans doute du fait de cette perception, 92 pour cent des acheteurs dans un autre sondage ont d\u00e9clar\u00e9 qu\u2019ils <a href=\"http:\/\/compu-mail.com\/blog\/2014\/07\/17\/25-direct-marketing-mail-statistics-2014\/#Alphagraphics\" target=\"_blank\" rel=\"noopener\">pr\u00e9f\u00e8rent le publipostage<\/a> dans le cadre de leurs d\u00e9cisions d\u2019achat.\r\n<h3>3. Il est amusant<\/h3>\r\nChercher le courrier est souvent le point culminant d\u2019une journ\u00e9e pour plusieurs personnes, surtout s\u2019il comprend une carte d\u2019un \u00eatre cher ou le catalogue d\u2019une marque pr\u00e9f\u00e9r\u00e9e. Pourquoi ? Parce que le courrier est palpable et permanent.\r\n\r\nLes \u00e9tudes ont d\u00e9montr\u00e9 que notre humeur s\u2019am\u00e9liore de 29 % lorsque nous sommes confront\u00e9s \u00e0 une sensation positive tactile. Le marketing direct par publipostage fait certainement l\u2019affaire, surtout lorsqu\u2019il vise \u00e0 cr\u00e9er une exp\u00e9rience sensorielle enrichie par des textures, plis, d\u00e9coupages et autres traitements uniques.\r\n<h3>4. Il est personnel sans donner la chair de poule<\/h3>\r\nContrairement \u00e0 une banni\u00e8re publicitaire qui vous appelle par votre pr\u00e9nom, le <a href=\"http:\/\/www.marketingprofs.com\/articles\/2014\/24084\/print-marketing-will-thrive-in-2014-and-beyond\" target=\"_blank\" rel=\"noopener\">publipostage personnalis\u00e9<\/a> laisse une impression chaleureuse et captivante. De fait, il peut g\u00e9n\u00e9rer une appr\u00e9ciation pour l\u2019entreprise qu\u2019il repr\u00e9sente, car de nombreux consommateurs reconnaissent que la personnalisation de l\u2019imprim\u00e9 demande plus d\u2019efforts que la personnalisation de publicit\u00e9s num\u00e9riques.\r\n\r\nDans un monde de plus en plus num\u00e9rique, le marketing direct par publipostage s\u2019impose comme un moyen efficace pour influencer les choix des clients. Pour obtenir plus de renseignements sur les moyens d\u2019optimiser l\u2019imprim\u00e9 de votre prochaine campagne, visitez notre <a href=\"http:\/\/domtarblueline.com\/blog\/\" target=\"_blank\" rel=\"noopener\">blogue Blueline<\/a>.","protected":false},"excerpt":{"rendered":"<p>Malgr\u00e9 la transition en ligne d\u2019un nombre croissant de transactions, le marketing par publipostage demeure un moyen efficace d\u2019influencer les choix du client. Le marketing direct par publipostage est bel et bien vivant, et demeure un outil de communication efficace. Dans un monde plus num\u00e9rique que jamais, le marketing direct par publipostage r\u00e9pond \u00e0 un &hellip;<\/p>\n","protected":false},"author":1,"featured_media":2771,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_genesis_block_theme_hide_title":false,"footnotes":""},"categories":[3,1],"tags":[],"class_list":{"0":"post-3592","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-non-classifiee","8":"category-uncategorized","10":"with-featured-image"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Pourquoi le marketing direct par publipostage a toujours son importance - Domtar<\/title>\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.domtar.com\/fr\/pourquoi-le-marketing-direct-par-publipostage-a-toujours-son-importance\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pourquoi le marketing direct par publipostage a toujours son importance\" \/>\n<meta property=\"og:description\" content=\"Malgr\u00e9 la transition en ligne d\u2019un nombre croissant de transactions, le marketing par publipostage demeure un moyen efficace d\u2019influencer les choix du client. Le marketing direct par publipostage est bel et bien vivant, et demeure un outil de communication efficace. 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