{"id":20607,"date":"2025-05-21T20:43:33","date_gmt":"2025-05-21T20:43:33","guid":{"rendered":"https:\/\/www.groupexpression.fr\/?p=20607"},"modified":"2025-06-23T16:07:02","modified_gmt":"2025-06-23T16:07:02","slug":"repenser-le-digital-a-lere-du-client-roi","status":"publish","type":"post","link":"https:\/\/www.groupexpression.fr\/en\/news\/repenser-le-digital-a-lere-du-client-roi\/","title":{"rendered":"When advertising forgets its audience: rethinking digital in the age of the empowered customer"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"20607\" class=\"elementor elementor-20607\" data-elementor-settings=\"{&quot;element_pack_global_tooltip_width&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;element_pack_global_tooltip_width_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;element_pack_global_tooltip_width_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;element_pack_global_tooltip_padding&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;top&quot;:&quot;&quot;,&quot;right&quot;:&quot;&quot;,&quot;bottom&quot;:&quot;&quot;,&quot;left&quot;:&quot;&quot;,&quot;isLinked&quot;:true},&quot;element_pack_global_tooltip_padding_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;top&quot;:&quot;&quot;,&quot;right&quot;:&quot;&quot;,&quot;bottom&quot;:&quot;&quot;,&quot;left&quot;:&quot;&quot;,&quot;isLinked&quot;:true},&quot;element_pack_global_tooltip_padding_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;top&quot;:&quot;&quot;,&quot;right&quot;:&quot;&quot;,&quot;bottom&quot;:&quot;&quot;,&quot;left&quot;:&quot;&quot;,&quot;isLinked&quot;:true},&quot;element_pack_global_tooltip_border_radius&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;top&quot;:&quot;&quot;,&quot;right&quot;:&quot;&quot;,&quot;bottom&quot;:&quot;&quot;,&quot;left&quot;:&quot;&quot;,&quot;isLinked&quot;:true},&quot;element_pack_global_tooltip_border_radius_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;top&quot;:&quot;&quot;,&quot;right&quot;:&quot;&quot;,&quot;bottom&quot;:&quot;&quot;,&quot;left&quot;:&quot;&quot;,&quot;isLinked&quot;:true},&quot;element_pack_global_tooltip_border_radius_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;top&quot;:&quot;&quot;,&quot;right&quot;:&quot;&quot;,&quot;bottom&quot;:&quot;&quot;,&quot;left&quot;:&quot;&quot;,&quot;isLinked&quot;:true}}\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6bd5377 e-flex e-con-boxed e-con e-parent\" data-id=\"6bd5377\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7d017a3 elementor-widget elementor-widget-text-editor\" data-id=\"7d017a3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>It\u2019s an old yet strikingly relevant maxim, first stated by Claude Hopkins, a pioneer of modern marketing, in Scientific Advertising: <em>\"Ads are planned and written with utter disregard for the interests of the consumer. They are written to please the seller\"<\/em>A blunt observation that still resonates today.<\/p><h3><strong>Campaigns designed for brands, not customers?<\/strong><\/h3><p>In the tourism ecosystem \u2014 airlines, luxury hospitality, destinations \u2014 how many digital campaigns still focus more on the brand\u2019s ego than on the traveler's real expectations? Polished visuals, corporate storytelling, vague slogans\u2026 yet few (far too few) compelling hooks that speak directly to the customer\u2019s desires or needs: inspiration, price, comfort, real experience.\nThe result? Campaigns that may impress on the surface but struggle to convert.<\/p><h3><strong>The pitfalls of brand-centric campaigns<\/strong><\/h3><p><img fetchpriority=\"high\" decoding=\"async\" class=\"size-medium wp-image-20609 alignleft\" src=\"https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/05\/repenser-le-digital-a-lere-du-client-roi.blog_.insert-300x300.webp\" alt=\"\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/05\/repenser-le-digital-a-lere-du-client-roi.blog_.insert-300x300.webp 300w, https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/05\/repenser-le-digital-a-lere-du-client-roi.blog_.insert-150x150.webp 150w, https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/05\/repenser-le-digital-a-lere-du-client-roi.blog_.insert-768x768.webp 768w, https:\/\/www.groupexpression.fr\/wp-content\/uploads\/2025\/05\/repenser-le-digital-a-lere-du-client-roi.blog_.insert.webp 800w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Too often, media plans still feature digital content that looks like<br \/>a glorified press release rather than an effective activation tool. The mistake? Believing that attracting customers means showcasing the brand's own virtues. Yet, as Hopkins put it: <em>\u201cIt is utterly hopeless to attempt to sell goods profitably\u00a0<\/em><em>\u2014either in person or by advertising\u2014while under this influence.\u201d<\/em> <br \/>In other words, as long as advertising remains a brand statement rather than a dialogue with the consumer, it misses its target.<\/p><h3><strong>Aligning performance and relevance: the role of an informed digital strategy<\/strong><\/h3><p>At GroupExpression, the mission is precisely to drive a paradigm shift. designing digital campaigns not to flatter the brand, but to connect with the end user:<\/p><ul><li>Capturing attention within the first few seconds, with hooks that focus on customer benefits, not corporate values<\/li><li>Embracing a data-driven approach, where each message is tested, adjusted, and optimized for conversion<\/li><li>Highlighting social proof and real-life experiences, far more persuasive than any institutional promises<br \/><br \/><\/li><\/ul><p>The fundamentals of marketing haven\u2019t changed: understanding what drives a purchase, addressing the right need, at the right moment, through the right channel.<\/p><p>That\u2019s what Hopkins reminded the world of over a century ago. And it remains, now more than ever, the <a href=\"\/en\/tourism-webmarketing\/\">foundation of truly effective digital advertising in tourism and travel industry.<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>As the volume of digital campaigns continues to grow rapidly, one fundamental truth is too often overlooked: advertising doesn\u2019t speak to the seller, it speaks to the buyer.<\/p>","protected":false},"author":3,"featured_media":20658,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[],"nom_du_client":[],"class_list":["post-20607","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites"],"_links":{"self":[{"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/posts\/20607","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/comments?post=20607"}],"version-history":[{"count":16,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/posts\/20607\/revisions"}],"predecessor-version":[{"id":20878,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/posts\/20607\/revisions\/20878"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/media\/20658"}],"wp:attachment":[{"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/media?parent=20607"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/categories?post=20607"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/tags?post=20607"},{"taxonomy":"nom_du_client","embeddable":true,"href":"https:\/\/www.groupexpression.fr\/en\/wp-json\/wp\/v2\/nom_du_client?post=20607"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}