Everyday datas accumulate to measure the extent and even effectiveness of these practices. The empirical dimension of marketing leads to describe and promote these phenomena as an infinite list of novelties.
Yet these phenomena follow a common direction, that of a better return on advertising investments. This goal is one element of communication to consumers that are more useful. It is particularly sensible that the mediator is a new product, still unknown to the public. The conference « Mediate the Innovation", organized on November 15, 2016 by the MINES ParisTech Chair in Media and Brand Economics, with the support of the UDA, wanted to test this hypothesis.
Measuring the effectiveness of advertising has increased over the past decade. Initially based on the correlation between media buying and turnover, it becomes more complex as channels multiply for both communication and sales.
For Jean-Baptiste Bouzige (Ekimetrics), this tendency obliges to open the black box of the purchase process. Mass communication represented this process through a funnel in which the perception of an offer was defined. Modern marketing identifies a "route" in which the consumer selects and eliminates trademarks until they attach themselves to a product. This process involves many influences, including feedback from other consumers.
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