{"id":12780,"date":"2017-06-06T08:56:01","date_gmt":"2017-06-06T07:56:01","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=12780"},"modified":"2017-06-06T11:08:56","modified_gmt":"2017-06-06T10:08:56","slug":"la-sainte-trinite-dune-campagne-magazine-a-succes","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/la-sainte-trinite-dune-campagne-magazine-a-succes\/","title":{"rendered":"La Sainte Trinit\u00e9 d\u2019une campagne magazine \u00e0 succ\u00e8s"},"content":{"rendered":"<p><em>Quels ingr\u00e9dients une campagne magazine r\u00e9ussie contient-elle\u00a0? Pressemagazine.com est parti \u00e0 la recherche de la r\u00e9ponse \u00e0 cette question dans 87 campagnes fran\u00e7aises. Il s\u2019av\u00e8re qu\u2019un contenu de qualit\u00e9, la capacit\u00e9 de faire r\u00e9sonner l\u2019action davantage encore et l\u2019exploitation de donn\u00e9es constituent une Sainte Trinit\u00e9.<\/em><\/p>\n<p>Comme chaque ann\u00e9e, nos coll\u00e8gues fran\u00e7ais de pressemagazine.com ont analys\u00e9 bon nombre d\u2019insertions publicitaires dans le m\u00e9dia magazine. Il s\u2019agit de campagnes qui souvent\u00a0 partent de pages publicitaires, mais qui vont plus loin\u00a0: elles se servent de publicit\u00e9 native, de vid\u00e9o, de canaux mobiles et sociaux, de concours, d\u2019\u00e9chantillons, \u2026 Brefs, de la gamme de possibilit\u00e9s distinctes que peut offrir le m\u00e9dia magazine.<\/p>\n<p>En 2016, les campagnes ainsi prises sous la loupe par la r\u00e9daction \u00e9taient au nombre de 87. \u00a0En se fondant sur elles, la r\u00e9daction a formul\u00e9 <strong>une Sainte Trinit\u00e9 qui en garantit le succ\u00e8s<\/strong>. Celle-ci consiste en\u00a0:<\/p>\n<ul>\n<li>un <strong>contenu de qualit\u00e9 utile et engageant<\/strong> pour le lecteur ou surfeur, auquel sont associ\u00e9es les r\u00e9dactions des marques m\u00e9dia. Ce contenu sp\u00e9cifiquement cr\u00e9\u00e9 pour l\u2019annonceur et s\u2019int\u00e9gr\u00e9 pleinement dans le volet r\u00e9dactionnel (donc, de la publicit\u00e9 native).Quand, dans l\u2019univers lifestyle de GQ, <em>Philips<\/em> parle des qualit\u00e9s de sa tondeuse \u00e0 barbe, GQ.fr y rattache un volet en ligne traitant des cinq fa\u00e7ons d\u2019entretenir sa barbe et de bien pr\u00e9senter, dans cinq situations diff\u00e9rentes.<br \/>\n<em>Nissan<\/em> affirme son leadership en mati\u00e8re de voitures \u00e9lectriques en d\u00e9tournant pendant neuf mois une rubrique phare dans Capital, Geo, \u00c7a m\u2019int\u00e9resse et NG Traveler, tandis qu\u2019\u00e0 l\u2019approche de No\u00ebl <em>Yves Rocher<\/em> r\u00e9cup\u00e8re des rubriques dans Grazia et Biba pour y pr\u00e9senter une s\u00e9lection de produits en \u00e9dition limit\u00e9e\u00a0;<\/li>\n<li>la <strong>capacit\u00e9 de capter l\u2019attention et mettre en exergue le contenu davantage encore<\/strong> (donc plus qu\u2019\u00e0 travers les seuls canaux de la marque m\u00e9dia choisie). Un \u00e9cosyst\u00e8me digital avec une attention croissante pour le mobile peut contribuer \u00e0 cela, tout comme une d\u00e9clinaison sur un \u00e9v\u00e9nement, voire sur le point de vente\u00a0;<\/li>\n<li>l\u2019<strong>utilisation de la data<\/strong> pour toucher la cible de mani\u00e8re plus efficace. L\u2019action de \u2018brand publishing\u2019 mise sur pied par Renault dans Gala \u00e0 l\u2019occasion du Festival de Deauville et dans le cadre du programme Le Si\u00e8ge Renault a par exemple d\u00e9marr\u00e9 par l\u2019envoi de newsletters et d\u2019un e-mailing aux lecteurs de Gala ayant exprim\u00e9 un int\u00e9r\u00eat pour le cin\u00e9ma.<\/li>\n<\/ul>\n<p>Plus vous combinez de ces \u00e9l\u00e9ments en tant qu\u2019annonceur, plus vos chances de r\u00e9ussite augmenteront.<\/p>\n<p>Source: pressemagazine.com<\/p>\n<p><em>Sur le m\u00eame sujet:<\/em><\/p>\n<ul>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/de-plus-en-plus-de-marketing-dinfluence-dans-les-campagnes-magazine\/\" target=\"_blank\">De plus en plus de marketing d&rsquo;influence dans les campagnes magazine<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/a-quel-point-faut-il-tenir-compte-du-contexte-dune-annonce\/\" target=\"_blank\">A quel poin faut-il tenir compte du contexte d&rsquo;une annonce?<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/les-journalistes-influenceurs-depuis-des-annees\/\" target=\"_blank\">Les journalistes, influenceurs depuis des ann\u00e9es<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/le-print-et-les-magazines-numeriques-meilleures-platesformes-de-marketing-de-contenu\/\" target=\"_blank\">Le print et les magazines num\u00e9riques meilleures platesformes de marketing de contenu<\/a><\/li>\n<li><a href=\"http:\/\/www.magazinemedia.be\/fr\/en-2021-70-des-revenus-publicitaires-proviendront-du-natif\/\" target=\"_blank\">\u00a0\u00bb En 2021, 70 % des revenus publicitaires proviendront du natif \u00ab\u00a0<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Quels ingr\u00e9dients une campagne magazine r\u00e9ussie contient-elle\u00a0? Pressemagazine.com est parti \u00e0 la recherche de la r\u00e9ponse \u00e0 cette question dans 87 campagnes fran\u00e7aises. Il s\u2019av\u00e8re qu\u2019un contenu de qualit\u00e9, la capacit\u00e9 de faire r\u00e9sonner l\u2019action davantage encore et l\u2019exploitation de donn\u00e9es constituent une Sainte Trinit\u00e9. Comme chaque ann\u00e9e, nos coll\u00e8gues&#8230;<\/p>\n","protected":false},"author":2,"featured_media":12781,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1359],"class_list":["post-12780","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-magazinereclame-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La Sainte Trinit\u00e9 d\u2019une campagne magazine \u00e0 succ\u00e8s<\/title>\n<meta name=\"description\" content=\"Comme chaque ann\u00e9e, nos coll\u00e8gues fran\u00e7ais de pressemagazine.com ont analys\u00e9 bon nombre de campagnes magazine dans le m\u00e9dia magazine.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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