{"id":3946,"date":"2015-07-23T08:36:56","date_gmt":"2015-07-23T07:36:56","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=3946"},"modified":"2015-07-22T10:46:36","modified_gmt":"2015-07-22T09:46:36","slug":"86-des-consommateurs-apprecient-le-contenu-de-marque","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/86-des-consommateurs-apprecient-le-contenu-de-marque\/","title":{"rendered":"86 % des consommateurs appr\u00e9cient le contenu de marque"},"content":{"rendered":"<p>Le marketing de contenu r\u00e9unit les annonceurs et les consommateurs, observent des chercheurs de Boston Consulting Group. Leur \u00e9tude d\u00e9montre que 70 % des marketeers disent augmenter les investissements dans le contenu de marque. En outre, 65 % des consommateurs se mettent activement \u00e0 sa recherche.<\/p>\n<p>R\u00e9cemment, Neal Zuckerman, Partner et Managing Director de Boston Consulting Group (BCG), s\u2019est exprim\u00e9 sur l\u2019avenir dor\u00e9 du \u2018branded content\u2019 et les fa\u00e7ons dont les entreprises m\u00e9dia peuvent en profiter. Le c\u0153ur du message de Zuckerman est que les entreprises m\u00e9dia ont le mandat de leur audience. C\u2019est ce qu\u2019il a conclu \u00e0 l\u2019issue d\u2019une \u00e9tude consommateurs internationale aupr\u00e8s de plus de 4.500 r\u00e9pondants.<\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-3940\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1-1024x574.png\" alt=\"grafiek 1\" width=\"600\" height=\"336\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1-1024x574.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1-300x168.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-1.png 1440w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>Voici quelques r\u00e9sultats d\u2019\u00e9tude qui \u00e9tayent ses dires\u00a0:<\/p>\n<ul>\n<li>88 %\u00a0 des consommateurs ont d\u00e9j\u00e0 vu du contenu de marque.<\/li>\n<li>86 % a aussi appr\u00e9ci\u00e9 ce contenu de marque.<\/li>\n<li>65 % des consommateurs se sont eux-m\u00eames mis \u00e0 la recherche de contenus de marque.<\/li>\n<\/ul>\n<p>Le contenu de marque a un effet positif sur la pr\u00e9f\u00e9rence du consommateur et le ROI (+21 %), dit BCG. Mais attention\u00a0: chez quelqu\u2019un qui est n\u00e9gatif au sujet d\u2019une marque, ce sentiment ne fera que s\u2019amplifier et deviendra donc encore plus n\u00e9gatif \u00e0 cause du contenu de marque.<\/p>\n<p><span style=\"line-height: 1.5;\">BCG d\u00e9finit d\u2019ailleurs le contenu de marque comme \u00e9tant un contenu qui renferme un avantage consommateur (un b\u00e9n\u00e9fice)\u00a0 dans un environnement authentique au service de la marque. Le cabinet y est parvenu en d\u00e9veloppant certains crit\u00e8res pour le contenu m\u00eame et pour l\u2019environnement\u00a0:<\/span><\/p>\n<p><img decoding=\"async\" class=\"alignnone wp-image-3938\" style=\"line-height: 1.5;\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-2-1024x574.png\" alt=\"grafiek 2\" width=\"600\" height=\"336\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-2-1024x574.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-2-300x168.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-2.png 1440w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p>\u00ab\u00a0Les m\u00e9dias se trouvent au beau milieu d\u2019une temp\u00eate de turbulence\u00a0\u00bb, dit Zuckerman. Il a pr\u00e9sent\u00e9 cinq fa\u00e7ons (\u2018moves\u2019) par lesquelles les entreprises m\u00e9dia peuvent embrasser le contenu de marque. \u00a0Deux d\u2019entre elles se concentrent sur le c\u0153ur de m\u00e9tier des \u00e9diteurs\u00a0: inventaire de publicit\u00e9 native et production de contenu. Les trois autres viennent enrichir l\u2019activit\u00e9 principale et m\u00e9ritent, selon BCG, que les \u00e9diteurs leur pr\u00eatent davantage d\u2019attention\u00a0: offre de contenu de marque compl\u00e8te, private exchanges et services de gestion de contenu.<a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-3.png\"> <img decoding=\"async\" class=\"alignnone wp-image-3941\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-3-1024x576.png\" alt=\"grafiek 3\" width=\"600\" height=\"337\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-3-1024x576.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-3-300x169.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-3.png 1366w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/a><\/p>\n<p><a href=\"http:\/\/www.inma.org\/blogs\/ideas\/post.cfm\/how-branded-content-will-transform-print-media#ixzz3fBy1R7xB\" target=\"_blank\">Plus d&rsquo;info? Cliquez ici<\/a><\/p>\n<p><span style=\"font-size: 12px;\"><em>Note\u00a0: BCG manie sa propre typologie de contenus de marque, bas\u00e9e sur o\u00f9 et comment ceux-ci paraissent. La publicit\u00e9 native est un de ces types, d\u00e9fini comme \u00e9tant un mode dans lequel on utilise une plate-forme m\u00e9dia existante (o\u00f9\u00a0?). Le contenu y est reli\u00e9 soit \u00e0 la cat\u00e9gorie de produit, soit aux valeurs de la marque (\u2018brand equities\u2019).<\/em><\/span><\/p>\n<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-41.png\"><img decoding=\"async\" class=\"alignnone wp-image-3939\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-4-1024x475.png\" alt=\"grafiek 4\" width=\"450\" height=\"209\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-4-1024x475.png 1024w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-4-300x139.png 300w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/07\/grafiek-4.png 1440w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le marketing de contenu r\u00e9unit les annonceurs et les consommateurs, observent des chercheurs de Boston Consulting Group. Leur \u00e9tude d\u00e9montre que 70 % des marketeers disent augmenter les investissements dans le contenu de marque. En outre, 65 % des consommateurs se mettent activement \u00e0 sa recherche. R\u00e9cemment, Neal Zuckerman, Partner&#8230;<\/p>\n","protected":false},"author":2,"featured_media":3944,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[832],"class_list":["post-3946","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-native-advertising-fr-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>86 % des consommateurs appr\u00e9cient le contenu de marque<\/title>\n<meta name=\"description\" content=\"Boston Consulting Group: 65 % des consommateurs se mettent activement \u00e0 la recherche du contenu de marque\" \/>\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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