{"id":130,"date":"2014-06-10T10:10:25","date_gmt":"2014-06-10T09:10:25","guid":{"rendered":"http:\/\/www.magazinemedia.be\/comment-paid-owned-and-earned-travaillent-ils-ensemble\/"},"modified":"2022-12-19T10:56:59","modified_gmt":"2022-12-19T09:56:59","slug":"comment-paid-owned-and-earned-travaillent-ils-ensemble","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/comment-paid-owned-and-earned-travaillent-ils-ensemble\/","title":{"rendered":"Comment paid, owned and earned travaillent-ils ensemble ?"},"content":{"rendered":"

Le mod\u00e8le des paid, owned et earned media est bien plus maniable parce qu’il va au-del\u00e0 du canal et qu’il r\u00e9partit sur base de l’influence de l’annonceur envers le consommateur. Cependant, jusqu’\u00e0 ce jour on a peu \u00e9crit sur la strat\u00e9gie m\u00e9dia ad\u00e9quate pour d\u00e9ployer ces trois configurations m\u00e9dia. La tendance semble \u00eatre d’\u00e9changer les paid media contre plus d’earned et d’owned. La question qui se pose, toutefois, est de savoir \u00e0 quel point une strat\u00e9gie peut \u00eatre efficace sans paid media.<\/p>\n

Forrester : ‘\u00ab Beaucoup de gens pr\u00e9disent la fin des paid media (c’est-\u00e0\u00a0-dire de la publicit\u00e9). Cette pr\u00e9diction pourrait pourtant bien \u00eatre pr\u00e9matur\u00e9e, puisque aucun autre type de m\u00e9dia ne peut garantir la vitesse de r\u00e9activit\u00e9, ni l’ampleur propres aux paid media ‘\u00bb<\/p>\n

Une \u00e9tude r\u00e9cente men\u00e9e en Belgique et aux Pays-Bas par DVJ Insights et Sanoma \u00e9claire un peu notre chandelle sur cette affaire. Pour toutes les enseignes, les fortes aussi, il reste important de d\u00e9velopper la notori\u00e9t\u00e9 et la signification de la marque. C’est cela que peut apporter la combinaison de paid et owned<\/strong><\/b>. Il y a clairement un impact \u00e0 tous les niveaux de la pyramide de marque (de la notori\u00e9t\u00e9 \u00e0 la prise en consid\u00e9ration de la marque).
\n<\/b><\/p>\n

\"\"<\/p>\n

Grafique: Brand Equity Piramid, Keller<\/p>\n

 <\/p>\n

Les earned media ont moins d’effet qu’escompt\u00e9 : les earned media positifs n’augmentent pas l’effet des paid et owned ; les n\u00e9gatifs peuvent m\u00eame partiellement annuler une bonne campagne.<\/p>\n

L’\u00e9tude d\u00e9montre aussi que pour ce qui est de recevoir des informations fiables et utiles, les consommateurs se fient plut\u00f4t aux magazines et \u00e0 la t\u00e9l\u00e9vision qu’\u00e0 Facebook et Twitter. Les publicit\u00e9s sur Facebook et \u00e0 la t\u00e9l\u00e9vision sont per\u00e7ues par les r\u00e9pondants belges et n\u00e9erlandais comme \u00e9tant plus irritantes que les annonces magazine.<\/p>\n

D’autres aspects de paid, owned et earned ont \u00e9galement \u00e9t\u00e9 \u00e9tudi\u00e9s. Ainsi, il s’av\u00e8re qu’il existe un rapport solide entre l’appr\u00e9ciation de publicit\u00e9 et du contenu r\u00e9dactionnel et les effets de marque. Une bonne publicit\u00e9 fonctionne mieux.
\nEnvie d’en savoir plus ? Cliquez ICI<\/a>.<\/strong><\/p>\n

Informations sur l’\u00e9tude : la soci\u00e9t\u00e9 d’\u00e9tudes de march\u00e9 DVJ Insights, Sanoma et l’Academy for Digital Entertainment se sont associ\u00e9s pour mener une \u00e9tude autour de huit marques connues et moins connues aupr\u00e8s de plus de 1.800 r\u00e9pondants.<\/b><\/p>\n

\"\"Source : Forrester Research, Inc.<\/p>\n

Pour l’\u00e9tude compl\u00e8te, cliquez ici.<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"\n

Dans le media planning, la r\u00e9partition traditionnelle des types de m\u00e9dias est de plus en plus difficile \u00e0 actionner. Est-il question de TV ou de vid\u00e9o ? Comment d\u00e9finir ce qui est \u2018digital\u2019 ? Avec ou sans applis, avec ou sans mobile ? Et o\u00f9 situer la page Facebook et la version mobile d\u2019une marque magazine ?<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-130","post","type-post","status-publish","format-standard","hentry","category-research"],"acf":[],"yoast_head":"\nComment paid, owned and earned travaillent-ils ensemble ? - WE MEDIA Magazine Media<\/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:\/\/wemedia.be\/magazinemedia\/nieuws\/hoe-werken-paid-owned-and-earned-samen\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment paid, owned and earned travaillent-ils ensemble ? - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"Dans le media planning, la r\u00e9partition traditionnelle des types de m\u00e9dias est de plus en plus difficile \u00e0 actionner. 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