{"id":344,"date":"2014-08-14T14:11:59","date_gmt":"2014-08-14T13:11:59","guid":{"rendered":"http:\/\/www.magazinemedia.be\/research-award-les-marques-magazine-cross-plateformes-fonctionnent\/"},"modified":"2022-12-19T10:56:59","modified_gmt":"2022-12-19T09:56:59","slug":"research-award-les-marques-magazine-cross-plateformes-fonctionnent","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/research-award-les-marques-magazine-cross-plateformes-fonctionnent\/","title":{"rendered":"Research Award : les marques magazine cross-plateformes fonctionnent"},"content":{"rendered":"<p>La soci\u00e9t\u00e9 m\u00e9dia britannique IPC a remport\u00e9 de l&rsquo;or aux Research Awards pour son \u00e9tude sur la fa\u00e7on dont les consommateurs utilisent diff\u00e9rentes plates-formes de contenu tout au long de la journ\u00e9e. &lsquo;Connected consumers&rsquo;* aborde de mani\u00e8re plus approfondie le taux d&rsquo;engagement, la migration entre diff\u00e9rentes plates-formes et les actions auxquelles incite une plate-forme sp\u00e9cifique. Amanda Wigginton d&rsquo;IPC\u00a0: &lsquo;\u00ab\u00a0We are now living in a world where there are more iPhone and iPads sold than babies are born, and hence, consumer expectations are changing.\u00a0&lsquo;\u00bb Il ressort de l&rsquo;\u00e9tude que collaborer avec une marque media de fa\u00e7on dite &lsquo;cross-plateforme&rsquo; produit des avantages importants.<\/p>\n<p>L&rsquo;\u00e9tude a permis d&rsquo;identifier trois besoins de consommateur diff\u00e9rents dans le cadre desquels les plates-formes de contenu jouent un r\u00f4le\u00a0:<\/p>\n<ul>\n<li>Catch-up time\u00a0\u2013 g\u00e9n\u00e9ralement le matin, lorsque les consommateurs consultent des applis et des m\u00e9dias sociaux pour se mettre au courant de ce qui se passe dans le monde. Dans cette optique, il importe \u00e0 leurs yeux que l&rsquo;information soit facilement accessible et fiable, afin qu&rsquo;ils soient rapidement branch\u00e9s.<\/li>\n<li>Focus time\u00a0\u2013 pendant la journ\u00e9e, quand les consommateurs n&rsquo;ont g\u00e9n\u00e9ralement pas beaucoup de temps. Ils savent exactement de quelles informations ils ont besoin et ils savent comment les obtenir. M\u00e9dias sociaux, applis, sites Web et print sont alors consult\u00e9s en fonction de la demande sp\u00e9cifique.<\/li>\n<li>Down time\u00a0\u2013 g\u00e9n\u00e9ralement en soir\u00e9e, lorsque les consommateurs sont relax et ont le temps. Le contenu est consomm\u00e9 via diff\u00e9rentes plates-formes.<\/li>\n<\/ul>\n<p>Les consommateurs lisent les magazines, tant en version tablette ou smartphone que papier, le plus souvent durant le &lsquo;down time&rsquo;. C&rsquo;est dans cet \u00e9tat d&rsquo;esprit qu&rsquo;ils sont aussi le plus ouverts \u00e0 l&rsquo;information, tant r\u00e9dactionnelle que publicitaire, parce qu&rsquo;ils sont d\u00e9tendus et ne sont pas d\u00e9concentr\u00e9s.<\/p>\n<p>Les marques magazine jouent toutefois un r\u00f4le important en tant qu&rsquo;expert intime et source fiable tant en phases catch-up et focus que down time. Les consommateurs ont un lien avec leurs marques magazine et associent aussi les valeurs du magazine papier aux autres supports de contenu. Avec toujours plus d&#8217;emphase, les plates-formes num\u00e9riques revendiquent leur place dans chaque partie de la &lsquo;consumer journey&rsquo; et les consommateurs passent sans transition entre papier, on-line et mobile. Ainsi, les magazines agissent \u00e0 travers toutes les plates-formes pour g\u00e9n\u00e9rer du buzz et du bouche \u00e0 oreille, de l&rsquo;engagement, de l&rsquo;influence et de l&rsquo;inspiration.<\/p>\n<p>Cela s&rsquo;av\u00e8re aussi dans la fa\u00e7on dont de vieilles coutumes sont transpos\u00e9es du print \u00e0 de nouvelles plates-formes. Aujourd&rsquo;hui, les consommateurs conservent toujours du contenu magazine\u00a0; ils s&rsquo;en inspirent, le transmettent ou le partagent avec leurs proches. La seule diff\u00e9rence par rapport \u00e0 avant, c&rsquo;est que les possibilit\u00e9s pour le faire sont beaucoup plus vastes.<\/p>\n<p>Quand on recherche de l&rsquo;inspiration et de nouvelles id\u00e9es, les marques magazine sont pertinentes sur chaque plate-forme\u00a0: 89 % les trouve en print, 81 % en ligne, 85 % dans des \u00e9ditions num\u00e9riques, 77 % via des applis et 72 % via les m\u00e9dias sociaux. Il s&rsquo;av\u00e8re aussi que le print et les \u00e9ditions num\u00e9riques ont le plus grand effet sur le comportement d&rsquo;achat, tant en ligne que hors ligne. 45 % des r\u00e9pondants rapportent que le print a men\u00e9 \u00e0 un achat, 40 % a puis\u00e9 cette motivation dans des \u00e9ditions num\u00e9riques, 38 % dans des applis et 23 % dans le site Web.<\/p>\n<p class=\"MsoNormal\">En savoir plus sur Connected Consumers\u00a0?\u00a0<a href=\"http:\/\/www.slideshare.net\/magazinemediaBE\/connected-consumers-ipc-study-2014\" target=\"_blank\" rel=\"noopener\">Cliquez ici<\/a><\/p>\n<p class=\"MsoNormal\"><em>* &lsquo;Connected Consumers&rsquo; est bas\u00e9 sur 7 marques IPC pr\u00e9sentant un large \u00e9ventail de cibles et de styles de vie. L&rsquo;\u00e9tude a \u00e9t\u00e9 men\u00e9e aupr\u00e8s de 3.500 consommateurs, par le biais d&rsquo;une enqu\u00eate en ligne, d&rsquo;interviews en face \u00e0 face et d&rsquo;interviews t\u00e9l\u00e9phoniques.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"\n<p>En juin, la FIPP a annonc\u00e9 les laur\u00e9ats mondiaux des Research Awards 2014 (<a href=\"http:\/\/www.magazinemedia.be\/nl\/fipp-awards-outstanding-magazine-media-research\"><span>plus d&rsquo;infos ici<\/span><\/a>). Dans les semaines \u00e0 venir, Magazine Media se penchera sur les \u00e9tudes les plus int\u00e9ressantes sacr\u00e9es \u00e0 Hambourg.\u00a0Cette semaine: Connected Consumers (IPC)<\/p>\n","protected":false},"author":1,"featured_media":345,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-344","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>Research Award : les marques magazine cross-plateformes fonctionnent - 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-award-cross-platform-magazinemerken-werken\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Research Award : les marques magazine cross-plateformes fonctionnent - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"En juin, la FIPP a annonc\u00e9 les laur\u00e9ats mondiaux des Research Awards 2014 (plus d&#039;infos ici). Dans les semaines \u00e0 venir, Magazine Media se penchera sur les \u00e9tudes les plus int\u00e9ressantes sacr\u00e9es \u00e0 Hambourg.\u00a0Cette semaine: Connected Consumers (IPC)\" \/>\n<meta property=\"og:url\" content=\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/\" \/>\n<meta property=\"og:site_name\" content=\"WE MEDIA Magazine Media\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/wemediabe\/\" \/>\n<meta property=\"article:published_time\" content=\"2014-08-14T13:11:59+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-12-19T09:56:59+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/connected%20consumer.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1366\" \/>\n\t<meta property=\"og:image:height\" content=\"744\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"@nick\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"@nick\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture est.\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/\"},\"author\":{\"name\":\"@nick\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde\"},\"headline\":\"Research Award : les marques magazine cross-plateformes fonctionnent\",\"datePublished\":\"2014-08-14T13:11:59+00:00\",\"dateModified\":\"2022-12-19T09:56:59+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/\"},\"wordCount\":650,\"publisher\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\"},\"articleSection\":[\"Research\"],\"inLanguage\":\"fr-BE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/\",\"name\":\"Research Award : les marques magazine cross-plateformes fonctionnent - WE MEDIA Magazine Media\",\"isPartOf\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#website\"},\"datePublished\":\"2014-08-14T13:11:59+00:00\",\"dateModified\":\"2022-12-19T09:56:59+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/#breadcrumb\"},\"inLanguage\":\"fr-BE\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/wemedia.be\/magazinemedia\/fr\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Research Award : les marques magazine cross-plateformes fonctionnent\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#website\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/\",\"name\":\"WE MEDIA Magazine Media\",\"description\":\"Meet, act, inspire\",\"publisher\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\"},\"alternateName\":\"WM Magazine Media\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/wemedia.be\/magazinemedia\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"fr-BE\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#organization\",\"name\":\"WE MEDIA Magazine Media\",\"alternateName\":\"WM Magazine Media\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-BE\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg\",\"contentUrl\":\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg\",\"caption\":\"WE MEDIA Magazine Media\"},\"image\":{\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/wemediabe\/\",\"https:\/\/www.linkedin.com\/company\/we-media-belgium\/?originalSubdomain=be\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde\",\"name\":\"@nick\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Research Award : les marques magazine cross-plateformes fonctionnent - WE MEDIA Magazine Media","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/","og_locale":"fr_FR","og_type":"article","og_title":"Research Award : les marques magazine cross-plateformes fonctionnent - WE MEDIA Magazine Media","og_description":"En juin, la FIPP a annonc\u00e9 les laur\u00e9ats mondiaux des Research Awards 2014 (plus d'infos ici). Dans les semaines \u00e0 venir, Magazine Media se penchera sur les \u00e9tudes les plus int\u00e9ressantes sacr\u00e9es \u00e0 Hambourg.\u00a0Cette semaine: Connected Consumers (IPC)","og_url":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/","og_site_name":"WE MEDIA Magazine Media","article_publisher":"https:\/\/www.facebook.com\/wemediabe\/","article_published_time":"2014-08-14T13:11:59+00:00","article_modified_time":"2022-12-19T09:56:59+00:00","og_image":[{"width":1366,"height":744,"url":"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/connected consumer.png","type":"image\/png"}],"author":"@nick","twitter_card":"summary_large_image","twitter_misc":{"\u00c9crit par":"@nick","Dur\u00e9e de lecture est.":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/#article","isPartOf":{"@id":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/"},"author":{"name":"@nick","@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde"},"headline":"Research Award : les marques magazine cross-plateformes fonctionnent","datePublished":"2014-08-14T13:11:59+00:00","dateModified":"2022-12-19T09:56:59+00:00","mainEntityOfPage":{"@id":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/"},"wordCount":650,"publisher":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#organization"},"articleSection":["Research"],"inLanguage":"fr-BE"},{"@type":"WebPage","@id":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/","url":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/","name":"Research Award : les marques magazine cross-plateformes fonctionnent - WE MEDIA Magazine Media","isPartOf":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#website"},"datePublished":"2014-08-14T13:11:59+00:00","dateModified":"2022-12-19T09:56:59+00:00","breadcrumb":{"@id":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/#breadcrumb"},"inLanguage":"fr-BE","potentialAction":[{"@type":"ReadAction","target":["https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/wemedia.be\/magazinemedia\/nieuws\/research-award-cross-platform-magazinemerken-werken\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/wemedia.be\/magazinemedia\/fr\/"},{"@type":"ListItem","position":2,"name":"Research Award : les marques magazine cross-plateformes fonctionnent"}]},{"@type":"WebSite","@id":"https:\/\/wemedia.be\/magazinemedia\/#website","url":"https:\/\/wemedia.be\/magazinemedia\/","name":"WE MEDIA Magazine Media","description":"Meet, act, inspire","publisher":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#organization"},"alternateName":"WM Magazine Media","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/wemedia.be\/magazinemedia\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"fr-BE"},{"@type":"Organization","@id":"https:\/\/wemedia.be\/magazinemedia\/#organization","name":"WE MEDIA Magazine Media","alternateName":"WM Magazine Media","url":"https:\/\/wemedia.be\/magazinemedia\/","logo":{"@type":"ImageObject","inLanguage":"fr-BE","@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/","url":"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg","contentUrl":"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2023\/02\/mm-logo.svg","caption":"WE MEDIA Magazine Media"},"image":{"@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/wemediabe\/","https:\/\/www.linkedin.com\/company\/we-media-belgium\/?originalSubdomain=be"]},{"@type":"Person","@id":"https:\/\/wemedia.be\/magazinemedia\/#\/schema\/person\/da7a8bb349cbdf9b2721c15afd6f6cde","name":"@nick"}]}},"_links":{"self":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/posts\/344","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/comments?post=344"}],"version-history":[{"count":0,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/posts\/344\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/media\/345"}],"wp:attachment":[{"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/media?parent=344"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/categories?post=344"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wemedia.be\/magazinemedia\/fr\/wp-json\/wp\/v2\/tags?post=344"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}