{"id":13305,"date":"2021-11-08T11:18:28","date_gmt":"2021-11-08T10:18:28","guid":{"rendered":"https:\/\/www.realisaprint.com\/blog\/?p=13305"},"modified":"2021-11-08T11:18:29","modified_gmt":"2021-11-08T10:18:29","slug":"la-communication-digitale-vs-la-communication-imprimee","status":"publish","type":"post","link":"https:\/\/www.realisaprint.com\/blog\/actu-en-bref\/la-communication-digitale-vs-la-communication-imprimee\/","title":{"rendered":"La communication digitale VS La communication imprim\u00e9e"},"content":{"rendered":"\n

Entre le digital et le print, la guerre est d\u00e9clar\u00e9e. La communication imprim\u00e9e, premier mode de communication existant r\u00e9siste tant bien que mal \u00e0 l’arriv\u00e9e du digital. Cette nouvelle \u00e8re de modernit\u00e9<\/a> a apport\u00e9 un second souffle au domaine de la communication puisque les possibilit\u00e9s sont devenues infinies. D\u00e9couvrons ensemble la communication digitale VS la communication imprim\u00e9e.<\/p>\n\n\n\n\n\n\n\n

<\/div>\n\n\n\n

La communication imprim\u00e9e : une histoire de visuel et de toucher <\/h2>\n\n\n\n

L’utilisation de support imprim\u00e9 est une pratique utilis\u00e9e\ndepuis des si\u00e8cles. Son efficacit\u00e9 est sans conteste malgr\u00e9 l’arriv\u00e9e du\ndigital. L’exc\u00e8s d’information sur Internet constat\u00e9 par les consommateurs fait\ndes supports imprim\u00e9s un moyen pertinent de trouver l’information recherch\u00e9e\nsans se noyer dans ce que l’on appelle les \u00ab\u00a0fake news\u00a0\u00bb. L’imprim\u00e9 est le\nchoix de l’intime et d’une proximit\u00e9 agr\u00e9able pour le consommateur puisqu’il a\nla possibilit\u00e9 d’avoir le support entre les mains. Malgr\u00e9 son image parfois\nmonotone, le papier a su se moderniser gr\u00e2ce \u00e0 l’arriv\u00e9e de nombreuses options\npour la personnalisation. Ces nouveaut\u00e9s permettent donc au papier de se\nrenouveler sans cesse et ainsi d’\u00eatre utilis\u00e9 pour se d\u00e9marquer de la\nconcurrence qui miserait trop sur le digital. Des \u00e9tudes ont prouv\u00e9 qu’une\nmeilleure assimilation de l’information se faisait par le biais du support\nimprim\u00e9. La communication imprim\u00e9e a tendance \u00e0 affecter positivement\nl’\u00e9motionnel du consommateur. Le papier, s’il propose un visuel int\u00e9ressant,\npeut \u00eatre gard\u00e9 et utilis\u00e9 comme \u00e9l\u00e9ment de d\u00e9coration. Il devient donc un\nsupport sur du long terme. Certaines entreprises gagnent r\u00e9ellement \u00e0 utiliser\nles supports imprim\u00e9s, \u00e0 ce que le message transmis soit ancr\u00e9 dans le r\u00e9el\npour obtenir l’aspect affectif que seul le papier peut offrir.<\/p>\n\n\n\n

  • \"\"<\/figure><\/li><\/ul>\n\n\n\n
    \n\n\n\n

    Une nouvelle \u00e8re gr\u00e2ce au digital <\/h2>\n\n\n\n

    La communication digitale se veut plus proche du\nconsommateur en proposant un contenu r\u00e9gulier, \u00e9volutif et facilement\ntransmissible. Avec l’arriv\u00e9e du digital, il est devenu n\u00e9cessaire pour les\nentreprises d’assurer une pr\u00e9sence r\u00e9guli\u00e8re pour conna\u00eetre une expansion\nrapide. Le digital permet aujourd’hui aux entreprises de mener des actions \u00e0\nl’international et ainsi d’obtenir beaucoup plus de chances de se d\u00e9velopper\nefficacement. Le digital offre la possibilit\u00e9 de cr\u00e9er une communication\nd\u00e9cal\u00e9e, hors du commun voire m\u00eame cr\u00e9er du buzz. Le buzz est aujourd’hui le\nmeilleur moyen de faire d\u00e9coller son entreprise et d’acqu\u00e9rir une forte\nnotori\u00e9t\u00e9 en tr\u00e8s peu de temps. Attention toutefois au \u00ab\u00a0badbuzz\u00a0\u00bb qui peut s’av\u00e9rer fatal pour\ncertaines marques. Le digital offre donc des possibilit\u00e9s de\ncr\u00e9ation \u00e0 l’infini mais peut, en revanche, se perdre parmi les communications\nde tous les autres concurrents. Le digital a notamment pu d\u00e9coller gr\u00e2ce \u00e0\nl’arriv\u00e9e du Storytelling qui structure enti\u00e8rement la communication.<\/p>\n\n\n\n

    • \"\"<\/figure><\/li><\/ul>\n\n\n\n
      \n\n\n\n

      Alors, plut\u00f4t communication imprim\u00e9e ou communication digitale ? <\/h2>\n\n\n\n

      La communication digitale VS la communication imprim\u00e9e : on les oppose r\u00e9guli\u00e8rement mais sont-ils vraiment oppos\u00e9s ? Les informations que l’on retrouve sur le support imprim\u00e9 sont totalement diff\u00e9rentes que sur la communication digitale. Ces deux proc\u00e9d\u00e9s sont alors compl\u00e9mentaires plus qu’oppos\u00e9s. En effet, associer ces deux proc\u00e9d\u00e9s vont apporter de nombreux avantages comme toucher une cible plus large. Avec l’av\u00e8nement d’Internet, de nombreuses personnes passent des heures sur ce canal mais encore un tr\u00e8s grand nombre de personnes privil\u00e9gient les supports papier. Il est, par ailleurs, bon de savoir que 7 fran\u00e7ais sur 10 privil\u00e9gient les supports imprim\u00e9s pour optimiser le pouvoir d’achat. L’imprim\u00e9 est donc un moyen n\u00e9cessaire \u00e0 associer au digital. De plus, de nombreuses entreprises ont d\u00e9laiss\u00e9 le print au profit du digital ce qui permet donc aux concurrents de se diversifier en proposant les deux canaux. Chacun de ces canaux apportent une touche \u00e0 l’autre. Le print est un moyen haut de gamme, id\u00e9al pour la m\u00e9morisation et permet une grande visibilit\u00e9 tandis que le marketing digital, lui, est moins couteux, plus imm\u00e9diat et permet d’analyser plus pr\u00e9cis\u00e9ment le comportement des utilisateurs.<\/p>\n\n\n\n

      • \"\"<\/figure><\/li>
      • \"\"<\/figure><\/li><\/ul>\n\n\n\n

        En r\u00e9sum\u00e9, ces deux types de communication sont compl\u00e9mentaires pour pouvoir conna\u00eetre un impact deux fois plus important.<\/h4>\n\n\n\n
        <\/div>\n","protected":false},"excerpt":{"rendered":"

        Entre le digital et le print, la guerre est d\u00e9clar\u00e9e. La communication imprim\u00e9e, premier mode de communication existant r\u00e9siste tant bien que mal \u00e0 l’arriv\u00e9e du digital. Cette nouvelle \u00e8re de modernit\u00e9 a apport\u00e9 un…<\/p>\n","protected":false},"author":2,"featured_media":13307,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[14],"tags":[],"class_list":["post-13305","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actu-en-bref"],"acf":[],"yoast_head":"\nLa communication digitale VS La communication imprim\u00e9e | Le Blog Realisaprint<\/title>\n<meta name=\"description\" content=\"Dans cet article, nous vous proposons de d\u00e9couvrir la communication digitale VS la communication imprim\u00e9e. 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