{"id":1000,"date":"2021-08-26T12:18:00","date_gmt":"2021-08-26T12:18:00","guid":{"rendered":"https:\/\/kainoo.ch\/?p=1000"},"modified":"2023-11-22T11:46:58","modified_gmt":"2023-11-22T10:46:58","slug":"eye-tracking-un-outil-marketing-efficace","status":"publish","type":"post","link":"https:\/\/kainoo.ch\/de\/eye-tracking-un-outil-marketing-efficace\/","title":{"rendered":"EYE TRACKING : un outil marketing efficace"},"content":{"rendered":"

[et_pb_section fb_built=“1″ _builder_version=“4.11.3″ _module_preset=“default“ global_colors_info=“{}“ theme_builder_area=“post_content“ da_is_popup=“off“ da_exit_intent=“off“ da_has_close=“on“ da_alt_close=“off“ da_dark_close=“off“ da_not_modal=“on“ da_is_singular=“off“ da_with_loader=“off“ da_has_shadow=“on“ da_disable_devices=“off|off|off“][et_pb_row _builder_version=“4.11.3″ _module_preset=“default“ width=“100%“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_column type=“4_4″ _builder_version=“4.11.3″ _module_preset=“default“ global_colors_info=“{}“ theme_builder_area=“post_content“][et_pb_text _builder_version=“4.11.3″ _module_preset=“default“ global_colors_info=“{}“ theme_builder_area=“post_content“]<\/p>\n

Pourquoi utiliser le eye tracking dans le marketing ?<\/h2>\n

Les marketeurs utilisent la technologie de eye tracking pour mieux vendre, transformer les prospects plus rapidement et comprendre le parcours consommateur.<\/strong><\/p>\n

On emploie cette technique de plus en plus souvent dans le but d\u2019am\u00e9liorer l\u2019exp\u00e9rience utilisateur. Les ing\u00e9nieurs de la VR exploitent cette technologie pour mieux servir le secteur du divertissement et de la formation, tel que jeux, simulations VR et les \u00e9v\u00e8nements immersifs 3D en r\u00e9alit\u00e9 virtuelle.<\/p>\n

Mais qu\u2019est-ce que c\u2019est au juste ? Pour mieux comprendre cette technologie innovante commen\u00e7ons par le d\u00e9but.<\/p>\n

Le champ de vision \u2013 un param\u00e8tre tr\u00e8s pr\u00e9cieux<\/h2>\n

Saviez-vous quel est le champ de vision d\u2019un \u00eatre-humain ?<\/p>\n

Si la r\u00e9ponse vous para\u00eet \u00e9vidente \u00ab Il est de 180 \u00bb, la suite de ce paragraphe vous int\u00e9ressera sans doute.<\/p>\n

Vous avez raison, mais vous seriez peut-\u00eatre surpris d\u2019apprendre qu\u2019un champ de vision humain se d\u00e9compose en zones d\u00e9finies par la nettet\u00e9 de l\u2019image per\u00e7ue. Ainsi, en g\u00e9n\u00e9ral, la vision centrale, tr\u00e8s nette, se limite \u00e0 seulement 3 \u00e0 5%. Par cons\u00e9quent, plus on s\u2019\u00e9loigne de la zone centrale, plus l\u2019image devient floue. M\u00eame si cela ne pose aucun probl\u00e8me dans la vie de tous les jours, les scientifiques et le monde de la technologie utilisent ces informations pour <\/span>am\u00e9liorer la conception et ainsi la perception<\/strong> <\/span>par les utilisateurs de supports digitaux interactifs.<\/p>\n

Comment et pourquoi suivre l\u2019\u0153il ?<\/h2>\n

Les techniques de suivi ont \u00e9volu\u00e9 au fil des ann\u00e9es. Ainsi les \u00e9lectrodes plac\u00e9es de chaque c\u00f4t\u00e9 de l\u2019\u0153il ont \u00e9t\u00e9 remplac\u00e9es par une technique plus avanc\u00e9e \u2013 des cam\u00e9ras infrarouges. Ces cam\u00e9ras permettent de traquer le regard d\u2019une personne, puis identifier les zones observ\u00e9es dans un but d\u00e9fini. Les sp\u00e9cialistes du marketing ont tr\u00e8s vite compris les avantages de cette invention et ont saisi cette opportunit\u00e9 pour am\u00e9liorer la performance de leurs campagnes et solutions digitales.<\/p>\n

Le eye tracking une v\u00e9ritable aubaine pour le marketing<\/h2>\n

Les marketeurs utilisent le eye tracking depuis plusieurs ann\u00e9es, notamment pour <\/span>pr\u00e9parer<\/strong> <\/span>le zoning d\u2019un site internet<\/strong>, en suivant les mouvements de l\u2019\u0153il. Cela sert notamment \u00e0 d\u00e9finir, avec plus de pr\u00e9cision, les zones regard\u00e9es le plus longtemps. Par cons\u00e9quent, les zones n\u00e9glig\u00e9es, mais \u00e9galement la chronologie des mouvements de l\u2019\u0153il, contribuent \u00e0 la d\u00e9finition de l\u2019ordre des priorit\u00e9s.<\/p>\n

Les professionnels du marketing ont d\u00e9couvert l\u2019utilit\u00e9 de cette technique pour <\/span>optimiser le positionnement d\u2019une publicit\u00e9<\/strong> <\/span>et de ses messages-cl\u00e9. Cela permet d\u2019assurer sa pertinence, non seulement gr\u00e2ce \u00e0 un message efficace, mais \u00e9galement gr\u00e2ce au bon positionnement de ses \u00e9l\u00e9ments dans l\u2019espace digital. L\u2019utilisation de eye tracking combin\u00e9e aux casques de r\u00e9alit\u00e9s virtuelles est d\u00e9sormais pr\u00e9sente dans beaucoup d\u2019aspects d\u2019une strat\u00e9gie marketing r\u00e9ussie.<\/p>\n

Tester l\u2019univers virtuel d\u2019une marque gr\u00e2ce \u00e0 la VR<\/h2>\n

L\u2019utilisation d\u2019un casque VR est une tendance en vogue dans le cadre d\u2019une strat\u00e9gie marketing innovante. De nombreuses marques attirent leurs consommateurs potentiels en mettant en place des \u00e9v\u00e8nements immersifs 3D. Elles animent ainsi des lancements de produits, des salons professionnels et cr\u00e9ent des \u00e9v\u00e8nements in\u00e9dits en boutique. Les univers virtuels des marques peuvent \u00eatre test\u00e9 et l\u2019eye tracking se r\u00e9v\u00e8le une r\u00e9elle plus-value afin de relever le comportement et les r\u00e9actions des consommateurs.<\/p>\n

Mener une \u00e9tude consommateurs efficace gr\u00e2ce au eye tracking<\/h2>\n

Les \u00e9tudes de consommation, men\u00e9es \u00e0 l\u2019aide d\u2019un casque VR combin\u00e9 \u00e0 la technologie eye tracking, se veulent \u00e9galement r\u00e9v\u00e9latrices. Chaque mouvement de l\u2019\u0153il du consommateur et la chronologie sont capt\u00e9s, ainsi l\u2019\u00e9l\u00e9ment qui d\u00e9clenche l\u2019achat est clairement identifi\u00e9. L\u2019utilisation d\u2019un casque VR dans une \u00e9tude comportementale, permet de <\/span>r\u00e9orienter des rayons entiers et am\u00e9liorer ainsi leur profitabilit\u00e9<\/strong>.<\/p>\n

L\u2019utilisation du eye tracking a \u00e9galement pris de l\u2019ampleur dans les secteurs du divertissement et de la formation.<\/p>\n

Am\u00e9liorer les sensations est un enjeu de taille<\/h2>\n

Les utilisateurs de jeux virtuels mais aussi de formations et d\u2019\u00e9v\u00e8nements immersifs VR 3D s\u2019attendent \u00e0 une r\u00e9solution visuelle quasi parfaite. Cr\u00e9er un univers \u00e0 360\u00b0 en 3D, demande une grande quantit\u00e9 de calculs tr\u00e8s complexes, ce qui complique le processus de cr\u00e9ation. La technologie eye tracking permet d\u2019am\u00e9liorer la qualit\u00e9 du rendu uniquement dans l\u2019angle de vue.
\nDu point de vue utilisateur, la technique eye tracking ouvre de nouvelles possibilit\u00e9s pour vivre une exp\u00e9rience visuelle et interactive hors du commun. Ainsi le monde virtuel para\u00eet plus r\u00e9el, et permet d\u2019offrir des sensations uniques aux utilisateurs. Pour am\u00e9liorer l\u2019exp\u00e9rience, le suivi du regard peut \u00e9galement d\u00e9clencher une interaction.<\/p>\n

Propulser votre marque gr\u00e2ce \u00e0 la technologie<\/h2>\n

Si jusqu\u2019\u00e0 pr\u00e9sent vous n\u2019\u00e9tiez pas convaincu des bienfaits que les nouvelles technologies peuvent avoir sur votre strat\u00e9gie marketing, sachez que cet article recense une partie de solutions potentielles. En r\u00e9alit\u00e9, les possibilit\u00e9s d\u2019utilisation de la technologie eye tracking sont tellement nombreuses, qu\u2019il est impossible de toutes les citer. Une chose est s\u00fbre, le eye tracking combin\u00e9e \u00e0 la technologie VR donnera un v\u00e9ritable \u00e9lan \u00e0 votre marque.[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

Pourquoi utiliser le eye tracking dans le marketing ? Les marketeurs utilisent la technologie de eye tracking pour mieux vendre, transformer les prospects plus rapidement et comprendre le parcours consommateur. On emploie cette technique de plus en plus souvent dans le but d\u2019am\u00e9liorer l\u2019exp\u00e9rience utilisateur. Les ing\u00e9nieurs de la VR exploitent cette technologie pour mieux […]<\/p>\n","protected":false},"author":1,"featured_media":1002,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[25,20],"tags":[],"class_list":["post-1000","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-realite-virtuelle-3d"],"yoast_head":"\nEYE TRACKING : un outil marketing efficace - Ka\u00efnoo<\/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:\/\/kainoo.ch\/eye-tracking-un-outil-marketing-efficace\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"EYE TRACKING : un outil marketing efficace - 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