Tu connais le marketing programmatique ? Ça peut sembler technique mais pas tant que ça.
En fait, ce sont des systèmes, des algorithmes (ce genre de choses trop compliquées pour quelqu’un qui n’a pas fait de maths depuis le lycée), qui permettent aux entreprises d’automatiser la présence de contenus publicitaires digitaux selon les données clients (le marketing nous observe ? sans blague ? )
Dans quelles mesures ces systèmes aident les business à se développer, mais aussi quelles sont les limites éthiques de cette pratique qui paraît futuriste, mais pourtant déjà bien démocratisée ?
Scroll un petit coup pour tout découvrir 🙂
Comment ça marche ?
Les espaces sur lesquels les publicités arrivent sont choisis en fonction des comportements d’achats des cibles.
Le marketing programmatique permet de se positionner sur toutes sortes d’emplacement publicitaires digitaux. En gros, pendant que ta page web charge, tes centre d’intérêt sont analysés et toutes les entreprises qui y correspondent sont en concurrence, et l’entreprise qui offre le prix le plus élevé pour l’emplacement remporte l’espace (comme une vente aux enchères en fait) et tu la vois apparaître sur ton écran (et tu succombes à ce petit manteau car tu es l’esclave du capitalisme).
C’est quoi l’avantage pour les entreprises ?
Le marketing programmatique permet un ciblage précis et en temps réel pour proposer des publicités adaptées au public et au bon moment.
L’annonceur capte alors une audience intéressée et cela favorise l’engagement et le taux de conversion du business.
Opter pour le marketing programmatique, c’est aussi économiser du temps, en évitant des tâches répétitives et chronophages aux collaborateurs et économiser de l’argent en évitant de cibler des buyer persona qui ne seront pas touchés par l’annonce. En gros, pour moins cher, elles vont cibler des consommateurs qui ont beaucoup plus de probabilités d’acheter leurs produits sans non plus avoir à effectuer tout l’effort de ciblage en amont (merci les data).
Le marketing programmatique, en quoi c’est problématique ?
Le marketing programmatique en termes d’éthique, on peut pas dire que c’est le meilleur élève. Même si la législation s’est beaucoup développée sur ce sujet, l’utilisation des données personnelles des utilisateurs restent un sujet sensible (oui, moi aussi j’accepte les cookies mais je suis pas trop fan de l’idée qu’on m’observe quoi). Puis le problème principal que ça soulève, c’est la surconsommation. En effet, je ne suis pas certaine que les publicités qu’on nous propose avec cette méthode (et pas avec les autres non plus d’ailleurs), représentent des réels besoins pour nos vies. C’est donc utiliser le comportement du consommateur pour le pousser à acheter toujours plus de choses dont il n’a pas besoin, et parfois des trucs qu’il n’a même pas les moyens d’acheter. Oui, si je vais voir des sacs Hermès sur le net pour rêver et qu’on m’en remet sous le nez 24h/24, je vais sûrement finir soi par péter les plombs soi par en acheter un (après tout, pourquoi se nourrir ?).
Le marketing programmatique, c’est je pense LE système du futur pour entreprises pour les publicités digitales grâce à la récolte de données. En tant qu’acheteurs sur le web, il est important d’avoir conscience des techniques de ciblage qu’on subit, afin de garder son libre arbitre (« C’est le *dEsTiN*, je rêvais justement de ce sac de luxe je dois absolument l’acheter »).
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