{"id":13468,"date":"2017-09-27T08:36:32","date_gmt":"2017-09-27T06:36:32","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=13468"},"modified":"2017-10-04T09:26:17","modified_gmt":"2017-10-04T07:26:17","slug":"letude-passion-response-gagne-le-gold-aux-insight-award","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/letude-passion-response-gagne-le-gold-aux-insight-award\/","title":{"rendered":"Passion et confiance : la recette de l&rsquo;engagement"},"content":{"rendered":"<p><em>Les lecteurs de magazines sont fortement engag\u00e9s, parce que le contenu du magazine (offline et online) va dans le sens de leur passion. Cette passion et la confiance qu&rsquo;ils ont dans leur marque magazine font qu\u2019ils accueillent les messages des marques avec les m\u00eames ouverture et engagement. Cela fait du m\u00e9dia magazine un m\u00e9dia publicitaire efficace. Voici l&rsquo;\u00e9tude \u201c Passion Response \u201d \u00a0r\u00e9sum\u00e9e en trois phrases.<\/em><\/p>\n<p>Cette \u00e9tude du <a href=\"http:\/\/www.magazines.org.au\/\" target=\"_blank\">Magazine Networks Australia<\/a>\u00a0a remport\u00e9 le Gold aux FIPP Insight Award 2017.\u00a0 Ces awards r\u00e9compensent les \u00e9tudes qui d\u00e9montrent l\u2019efficacit\u00e9 des marques magazines pour les annonceurs.<\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2017\/08\/Passion-Response-study-samenvatting.png\"><img decoding=\"async\" class=\"alignnone wp-image-13464\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2017\/08\/Passion-Response-study-samenvatting.png\" alt=\"Passion Response - main conclusions\" width=\"602\" height=\"395\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2017\/08\/Passion-Response-study-samenvatting.png 934w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2017\/08\/Passion-Response-study-samenvatting-300x197.png 300w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/a><\/p>\n<p>Comme le dit lui-m\u00eame le Magazine Networks Australia\u00a0: \u00a0\u00bb Les magazines perdent des budgets publicitaires plus qu&rsquo;ils ne le devraient. Par cons\u00e9quent, nous voulons mettre les magazines \u00e0 la carte en tant que professionnels qui donnent un contenu \u2018passion\u2019. Nous positionnons les magazines comme un m\u00e9dium qui, par la confiance des utilisateurs, g\u00e9n\u00e8re une r\u00e9ponse, les guide et cr\u00e9e de l\u2019activation \u00ab\u00a0.<\/p>\n<h4>Quelques conclusions importantes :<\/h4>\n<ul>\n<li>Apr\u00e8s leur lecture, <strong>46% des lecteurs<\/strong> des magazines print vont plus loin et passent online, par exemple sur le site du magazine ou le site de la marque, pour plus d\u2019informations.<\/li>\n<li>L\u2019association print et digital du contenu du magazine a <strong>plus d&rsquo;impact<\/strong> que chacun s\u00e9par\u00e9ment, m\u00eame quand il s\u2019agit de publicit\u00e9.<\/li>\n<li>Les lecteurs de magazines <strong>d\u00e9pensent 29% de plus<\/strong> pour leurs passions et leurs int\u00e9r\u00eats que le consommateur moyen.<\/li>\n<li>Les lecteurs de magazines sont <strong>plus actifs sur les m\u00e9dias sociaux<\/strong> et partagent les informations plus rapidement, online et offline.<\/li>\n<li>Ceci est encore plus fort pour les lecteurs de magazines online. Ils trouvent aussi les <strong>marques importantes<\/strong> et parlent souvent des produits \u00e0 d\u2019autres.<\/li>\n<li>Les magazines sont longuement, et plusieurs fois, lus. 82% des lecteurs font de la lecture de leur magazine <strong>une pause agr\u00e9able<\/strong>.<\/li>\n<li>Plus un magazine est pris en main, plus fort est le <strong>rappel de la marque<\/strong>.<\/li>\n<li>Les lecteurs de magazines se sentent <strong>inspir\u00e9s et influenc\u00e9s<\/strong> par le contenu, parce qu&rsquo;ils croient qu&rsquo;il est pertinemment s\u00e9lectionn\u00e9 pour eux.<\/li>\n<li>Les lecteurs de magazines font d\u2019avantage <strong>confiance<\/strong> \u00e0 leur magazine qu\u2019\u00e0 un autre m\u00e9dia lorsqu\u2019il s\u2019agit de marques et de produits. Ils font deux fois plus souvent confiance au contenu du magazine (print et digital) qu\u2019au contenu des m\u00e9dias sociaux.<\/li>\n<li><strong>61%<\/strong> des lecteurs trouvent que les magazines donnent des <strong>informations fiables<\/strong> sur les tendances, les produits et les marques.<\/li>\n<li>IIs sont passionn\u00e9s par le contenu du magazine et sont \u00e9galement <strong>plus enclins \u00e0 payer<\/strong> que les utilisateurs d\u2019autres m\u00e9dias. Cela vaut \u00e9galement pour les magazines online, tels que les blogs et les m\u00e9dias sociaux.<\/li>\n<li>Les magazines jouent un r\u00f4le cl\u00e9 dans toutes les phases du <strong>processus d&rsquo;achat<\/strong>, sp\u00e9cialement au niveau de la connaissance, la pertinence et de l\u2019argumentation. Il y a de l\u00e9g\u00e8res diff\u00e9rences entre les diff\u00e9rents secteurs &#8211; chaque secteur \u00e9tant lui-m\u00eame un \u201c consumer funnel \u201d\u00a0 (entonnoir du parcours d\u2019achat).<\/li>\n<\/ul>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2017\/08\/Graph-impact-of-magazine-advertising.png\"><img decoding=\"async\" class=\"alignnone wp-image-13463\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2017\/08\/Graph-impact-of-magazine-advertising.png\" alt=\"Graph: impact of magazine advertising\" width=\"602\" height=\"396\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2017\/08\/Graph-impact-of-magazine-advertising.png 929w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2017\/08\/Graph-impact-of-magazine-advertising-300x198.png 300w\" sizes=\"(max-width: 602px) 100vw, 602px\" \/><\/a><\/p>\n<p>D\u00e9couvrez la pr\u00e9sentation de l&rsquo;\u00e9tude\u00a0 \u00a0\u00bb <a href=\"https:\/\/www.slideshare.net\/magazinemediaBE\/passion-response-study-magazine-networks-australia\" target=\"_blank\">Passion Response \u00a0\u00bb ici<\/a><\/p>\n<p><em>D&rsquo;autres \u00e9tudes :<\/em><\/p>\n<ul>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/new-influencer-ecosystem-gagne-laward-fipp-insight\/\" target=\"_blank\">New Influencer Ecosystem gagne l\u2019Award FIPP Insight<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/fipp-insight-awards-winning-research-revealed\/\" target=\"_blank\">FIPP Insight Awards: Winning research revealed<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/les-gen-narrators-des-ogres-media-influents\/\" target=\"_blank\">Les Gen-Narrators : des ogres m\u00e9dia influents<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/la-tablette-tient-le-haut-du-pave-chez-les-lecteurs-digitaux\/\" target=\"_blank\">La tablette tient le haut du pav\u00e9 chez les lecteurs digitaux<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/media-magazine-360-demande-croissante-de-contenus-de-qualite\/\" target=\"_blank\">Media Magazine 360\u00b0: demande croissante de contenus de qualit\u00e9<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/le-facteur-q-ou-la-qualite-de-limpact-publicitaire-mesuree\/\" target=\"_blank\">Le facteur Q, ou la qualit\u00e9 de l\u2019impact publicitaire mesur\u00e9e<\/a><\/em><\/li>\n<li><em><a href=\"http:\/\/www.magazinemedia.be\/fr\/la-tv-et-les-magazines-sont-peut-etre-bien-les-medias-publicitaires-par-excellence\/\" target=\"_blank\">\u201d La TV et les magazines sont peut-\u00eatre bien les m\u00e9dias publicitaires par excellence \u201c<\/a><\/em><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Les lecteurs de magazines sont fortement engag\u00e9s, parce que le contenu du magazine (offline et online) va dans le sens de leur passion. Cette passion et la confiance qu&rsquo;ils ont dans leur marque magazine font qu\u2019ils accueillent les messages des marques avec les m\u00eames ouverture et engagement. Cela fait du&#8230;<\/p>\n","protected":false},"author":2,"featured_media":13466,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1407,1054,1055],"class_list":["post-13468","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-awards-fr","tag-fipp-fr-3","tag-fipp-insight-awards-fr-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u201cPassion Response\u201d gagne le Gold\u00a0 aux \u2018Insight Award\u2019<\/title>\n<meta name=\"description\" content=\"L&#039;\u00e9tude &quot; Passion Response &quot; du Magazine Networks Australia a remport\u00e9 le Gold aux FIPP Insight Award 2017. 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