{"id":11704,"date":"2017-03-23T08:23:16","date_gmt":"2017-03-23T07:23:16","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=11704"},"modified":"2017-03-23T11:45:18","modified_gmt":"2017-03-23T10:45:18","slug":"contenu-de-marque-le-print-pour-linspiration-vs-lon-line-pour-laction","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/contenu-de-marque-le-print-pour-linspiration-vs-lon-line-pour-laction\/","title":{"rendered":"Contenu de marque\u00a0: le print pour l\u2019inspiration vs. l\u2019on-line pour l\u2019action"},"content":{"rendered":"<p><em>Le contenu de marque joue un r\u00f4le diff\u00e9rent selon qu\u2019il s\u2019agisse de print ou d\u2019on-line. C\u2019est ce que r\u00e9v\u00e8le une \u00e9tude r\u00e9cente. Pour cr\u00e9er de la notori\u00e9t\u00e9 \u2013 la premi\u00e8re phase dans le cheminement vers l\u2019achat \u2013 le print est important, tandis que dans la derni\u00e8re phase de l\u2019entonnoir de conversion \u2013 l\u2019achat ou l\u2019action \u2013, c\u2019est l\u2019on-line qui peut jouer un r\u00f4le plus notable. A condition qu\u2019il soit question d\u2019un bon ciblage.<\/em><\/p>\n<p>Le contenu de marque exploite la r\u00e9putation et de la fiabilit\u00e9 des marques m\u00e9dia et des \u00e9diteurs. Si c\u2019est fait correctement, \u00e7a peut s\u2019av\u00e9rer tr\u00e8s efficace, comme le d\u00e9montre une \u00e9tude r\u00e9cente de RAM en Su\u00e8de. La confiance est d\u00e8s lors le bien le plus pr\u00e9cieux des \u00e9diteurs et des enseignes m\u00e9dia. A l\u2019heure o\u00f9 le \u2018fake news\u2019, les pi\u00e8ges \u00e0 clics et la post-v\u00e9rit\u00e9 sont des notions dominantes en ligne, la confiance des consommateurs ne cesse de gagner en importance.<\/p>\n<p>Le data joue un r\u00f4le toujours plus consid\u00e9rable dans le contenu de marque pour s\u2019assurer qu\u2019un contenu de qualit\u00e9 touche aussi un public de qualit\u00e9. Un bon ciblage, bas\u00e9 sur des donn\u00e9es propres, d\u2019\u00e9diteur ou de tiers, peut aider \u00e0 faire fi du parasitage croissant en ligne et de la distraction omnipr\u00e9sente pos\u00e9e par la fraude et les pi\u00e8ges \u00e0 clics.<\/p>\n<p><strong>C\u2019est l\u00e0 que r\u00e9side la diff\u00e9rence entre le contenu de marque en print et en ligne<\/strong>. Il est en effet beaucoup plus simple de capter l\u2019attention en print, o\u00f9 l\u2019attention se focalise tout naturellement sur le contenu et o\u00f9 les distractions sont rares. Compar\u00e9s \u00e0 d\u2019autres m\u00e9dias, le contenu de marque en print g\u00e9n\u00e8re d\u00e8s lors <a href=\"http:\/\/www.newsworks.org.uk\/Topics-themes\/the-battle-for-attention\/87726\" target=\"_blank\">les plus hauts scores d\u2019attention<\/a>.<\/p>\n<p>Par contre, l\u2019on-line offre davantage de possibilit\u00e9s de ciblage pr\u00e9cis et, par cons\u00e9quent, d\u2019opportunit\u00e9s d\u2019approche sp\u00e9cifique de cibles plus restreintes. Si l\u2019attention peut \u00eatre capt\u00e9e en ligne, le contenu de marque s\u2019av\u00e8re \u00eatre un instrument propice \u00e0 la vente et l\u2019action directes, dixit l\u2019\u00e9tude RAM.<\/p>\n<p><strong>En attendant, la mesurabilit\u00e9 des contenus de marque reste tout de m\u00eame une question d\u00e9licate<\/strong>. Aujourd\u2019hui, le contenu de marque semble fournir aux annonceurs la solution id\u00e9ale pour exploiter la confiance dont jouissent les marques m\u00e9dia et les \u00e9diteurs. La confiance est toutefois un effet de marque \u00e0 long terme, qui ne peut \u00eatre mesur\u00e9 avec des crit\u00e8res \u00e0 court terme, comme c\u2019est le cas pour le display. La discussion men\u00e9e aujourd\u2019hui autour des m\u00e9thodes de mesure et des KPI est d\u00e8s lors cruciale pour l\u2019avenir du contenu de marque en tant qu\u2019outil marketing empreint de valeur.<\/p>\n<p>Source\u00a0: <a href=\"https:\/\/www.themediabriefing.com\/article\/why-the-laws-of-supply-demand-don-t-work-online-and-how-quality-content-is-the-answer\" target=\"_blank\">The Mediabriefing<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le contenu de marque joue un r\u00f4le diff\u00e9rent selon qu\u2019il s\u2019agisse de print ou d\u2019on-line. C\u2019est ce que r\u00e9v\u00e8le une \u00e9tude r\u00e9cente. Pour cr\u00e9er de la notori\u00e9t\u00e9 \u2013 la premi\u00e8re phase dans le cheminement vers l\u2019achat \u2013 le print est important, tandis que dans la derni\u00e8re phase de l\u2019entonnoir de&#8230;<\/p>\n","protected":false},"author":2,"featured_media":745,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-11704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Contenu de marque\u00a0: le print pour l\u2019inspiration vs. l\u2019on-line pour l\u2019action - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"Le contenu de marque exploite la r\u00e9putation et de la fiabilit\u00e9 des marques m\u00e9dia et des \u00e9diteurs. 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