{"id":261,"date":"2014-02-11T20:48:02","date_gmt":"2014-02-11T19:48:02","guid":{"rendered":"http:\/\/www.magazinemedia.be\/research-all-media-are-social\/"},"modified":"2022-12-19T10:57:00","modified_gmt":"2022-12-19T09:57:00","slug":"research-all-media-are-social","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/research-all-media-are-social\/","title":{"rendered":"Research: All media are social"},"content":{"rendered":"<p>&nbsp;<\/p>\n<h4>Les 5 grands enseignements de l\u00e2\u20ac&#x2122;\u00c3\u00a9tude \u00c2\u00ab All media are social \u00c2\u00bb<\/h4>\n<p>Imaginez: vous gagnez un s\u00c3\u00a9jour sur une \u00c3\u00aele d\u00c3\u00a9serte. Une seule condition : ne pas consommer ni consulter de m\u00c3\u00a9dias (pas d\u00e2\u20ac&#x2122;e-mails, de GSM, de t\u00c3\u00a9l\u00c3\u00a9vision, de radio ou de magazines). Qu\u00e2\u20ac&#x2122;est-ce qui vous manquerait ? Tel est le point de d\u00c3\u00a9part de l\u00e2\u20ac&#x2122;\u00c3\u00a9tude \u00c2\u00ab All media are social \u00c2\u00bb, compos\u00c3\u00a9e d\u00e2\u20ac&#x2122;un volet qualitatif (30 Flamands de 18 \u00c3\u00a0 54 ans) et d\u00e2\u20ac&#x2122;une partie quantitative (1 247 r\u00c3\u00a9pondants). Commandit\u00c3\u00a9e par De Persgroep Advertising, elle a \u00c3\u00a9t\u00c3\u00a9 r\u00c3\u00a9alis\u00c3\u00a9e par le bureau d\u00e2\u20ac&#x2122;\u00c3\u00a9tudes InSites Consulting. Revenons sur les 5 grands enseignements de cette \u00c3\u00a9tude&#8230;<\/p>\n<h6><\/h6>\n<h6>1) Magazines = inspiration<\/h6>\n<p>Au risque d\u00e2\u20ac&#x2122;enfoncer une porte ouverte, rappelons que pour le consommateur, un magazine s\u00e2\u20ac&#x2122;apparente \u00c3\u00a0 un moment \u00c3\u00a0 soi, \u00c3\u00a0 du bon temps. Il prend le temps de le lire et aime s\u00e2\u20ac&#x2122;y plonger. Les magazines servent donc de source d\u00e2\u20ac&#x2122;inspiration aux consommateurs (et cela vaut aussi pour les publicit\u00c3\u00a9s).<\/p>\n<p>&nbsp;<\/p>\n<h6>2) Les magazines alimentent la conversation<\/h6>\n<p>En faisant office de source d\u00e2\u20ac&#x2122;inspiration, les magazines suscitent la conversation. Celle-ci ne se limite pas au lifestyle : elle porte \u00c3\u00a9galement sur les marques.<\/p>\n<p>&nbsp;<\/p>\n<h6>3) Join the conversation<\/h6>\n<p>Une conversation sur trois au sujet d\u00e2\u20ac&#x2122;une marque fait suite \u00c3\u00a0 une publicit\u00c3\u00a9. Pour y participer, une marque doit s\u00e2\u20ac&#x2122;informer et trouver les sujets susceptibles d\u00e2\u20ac&#x2122;alimenter une conversation.<\/p>\n<p>&nbsp;<\/p>\n<h6>4) Les lecteurs de magazines cherchent des infopublicit\u00c3\u00a9s<\/h6>\n<p>Les consommateurs sont clairement ouverts aux informations dans les magazines. Une fois de plus, ces informations ne doivent pas forc\u00c3\u00a9ment se limiter au contexte r\u00c3\u00a9dactionnel. Les infopublicit\u00c3\u00a9s ou le contenu sponsoris\u00c3\u00a9 constituent donc un excellent moyen de v\u00c3\u00a9hiculer un message. Les consommateurs sont en mode \u00c2\u00ab lecture \u00c2\u00bb et \u00c2\u00ab scanning \u00c2\u00bb : il ne tient qu\u00e2\u20ac&#x2122;aux annonceurs d\u00e2\u20ac&#x2122;en profiter. Comment ? En compilant sur une m\u00c3\u00aame page des informations relatives \u00c3\u00a0 plusieurs produits et marques et en les entrecoupant, par exemple, de trucs et astuces.<\/p>\n<p>&nbsp;<\/p>\n<h6>5) Adaptez votre publicit\u00c3\u00a9 au contexte<\/h6>\n<p>Les publicit\u00c3\u00a9s qui ne cadrent pas avec le caract\u00c3\u00a8re relaxant et divertissant d\u00e2\u20ac&#x2122;un magazine ont le don d\u00e2\u20ac&#x2122;agacer le lecteur. D\u00e2\u20ac&#x2122;o\u00c3\u00b9 l\u00e2\u20ac&#x2122;importance de s\u00e2\u20ac&#x2122;adapter au contexte.<\/p>\n<p><iframe src=\"http:\/\/www.slideshare.net\/slideshow\/embed_code\/31080106\" width=\"427\" height=\"356\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><em>\u00a0<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<br \/>\n<h6><span>Imaginez: vous gagnez un s\u00e9jour sur une \u00eele d\u00e9serte.\u00a0Qu\u2019est-ce qui vous manquerait ? D\u00e9couvrez les 5 grands enseignements de l\u2019\u00e9tude \u00ab\u00a0All Media are Social\u00a0\u00bb!<\/span><\/h6>\n","protected":false},"author":1,"featured_media":262,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[356],"class_list":["post-261","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-de-persgroep-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Research: All media are social - 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\/research-all-media-are-social-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Research: All media are social - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"Imaginez: vous gagnez un s\u00e9jour sur une \u00eele d\u00e9serte.\u00a0Qu\u2019est-ce qui vous manquerait ? 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