{"id":656,"date":"2015-01-19T15:42:58","date_gmt":"2015-01-19T14:42:58","guid":{"rendered":"http:\/\/www.magazinemedia.be\/comment-mesurez-vous-ce-que-rapportent-vos-efforts-marketing\/"},"modified":"2022-12-19T10:56:57","modified_gmt":"2022-12-19T09:56:57","slug":"comment-mesurez-vous-ce-que-rapportent-vos-efforts-marketing","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/comment-mesurez-vous-ce-que-rapportent-vos-efforts-marketing\/","title":{"rendered":"Comment mesurez-vous ce que rapportent vos efforts marketing ?"},"content":{"rendered":"

Cette mani\u00e8re consiste \u00e0 combiner diff\u00e9rentes m\u00e9triques\u00a0; les \u00e9l\u00e9ments ci-dessus peuvent donc certainement s’av\u00e9rer utiles.<\/p>\n

\"\"<\/p>\n

Ces ‘consumption metrics’ vous livrent des chiffres sur le nombre de gens qui entrent en contact avec votre contenu et le type de canaux qu’ils utilisent. En ligne, tout cela se mesure facilement en analysant, par exemple, les pages vues, le nombre de visiteurs uniques, \u00e2\u0080\u00a6 d’un site Web ou d’un blog. C\u00f4t\u00e9 e-books et newsletters aussi, c’est relativement facile \u00e0 suivre, respectivement via le nombre de t\u00e9l\u00e9chargements et les taux d’ouvertures et de clics. Cependant, les choses se corsent quand vous cherchez \u00e0 mesurer le nombre de contacts d’une publication print. Ici, le native advertising dans un magazine existant apporte une solution. Il y a en effet de fortes chances que ce dernier dispose de chiffres CIM.<\/p>\n

Dans le prolongement des ‘consumption metrics’, on trouve les ‘sharing metrics’. Quel contenu partage-t-on\u00a0? Qui partage\u00a0? Il va de soi que l’analyse s’applique avant tout aux m\u00e9dias sociaux. Une telle analyse peut toutefois aussi vous donner une meilleure id\u00e9e pour d’autres canaux du type de contenu que pr\u00e9f\u00e8re votre public cible.<\/p>\n

Les ‘lead metrics’ et ‘sales metrics’ s’orientent plus sur la vente. Tout comme via d’autres expressions de communication, il est possible de v\u00e9rifier en quelle mesure un certain contenu a eu un impact sur les leads, voire les ventes. Dans ce contexte, l’int\u00e9gration d’un certain nombre de m\u00e9canismes peut faire des miracles. Pensez par exemple \u00e0 l’id\u00e9e de pr\u00e9voir une possibilit\u00e9 de demande de contenu suppl\u00e9mentaire.<\/p>\n

Ce dernier \u00e9l\u00e9ment peut aussi vous aider \u00e0 v\u00e9rifier les ‘retention metrics’\u00a0: en quelle mesure votre cible se met-elle \u00e0 la recherche de plus d’infos ou part-elle de nouveau \u00e0 la recherche de vos canaux ult\u00e9rieurement\u00a0? Dans la m\u00eame veine, il y a les ‘engagement metrics’. Ceux-ci mesurent quel contenu m\u00e8ne \u00e0 quelle (inter)action. Il va de soi qu’une analyse judicieuse de ces m\u00e9triques peut \u00e9norm\u00e9ment accro\u00eetre le succ\u00e8s de vos efforts.<\/p>\n

Les deux derni\u00e8res m\u00e9triques sont plut\u00f4t ‘op\u00e9rationnelles’. Il s’agit des ‘production metrics’ et des ‘cost metrics’. Combien d’expressions de contenu produisez-vous dans une p\u00e9riode donn\u00e9e\u00a0? Quel en est le co\u00fbt global\u00a0? Rassemblez toutes ces m\u00e9triques et vous pourrez d\u00e9terminer le ROI de votre marketing de contenu.<\/p>\n

Terminons par une \u00e9vidence\u00a0: le succ\u00e8s de votre analyse r\u00e9side bien entendu dans la combinaison des m\u00e9triques des diff\u00e9rents m\u00e9dias et plates-formes utilis\u00e9s. Servez-vous d’un cadre que vous adapterez \u00e0 votre propre situation. Et ne perdez surtout pas de vue quels sont les KPI qui pour vous sont les plus importants\u00a0!<\/p>\n

Il est impossible de faire le tour de la question sur les m\u00e9triques dans un seul article. Ceci vous donne envie d’en savoir plus\u00a0? Cliquez ici<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"\n

Comment mesure-t-on l\u2019efficacit\u00e9 de ses efforts de marketing de contenu (et donc aussi de native advertising)\u00a0? C\u2019est probablement une des questions les plus souvent pos\u00e9es dans le monde marketing ces jours-ci. G\u00e9n\u00e9ralement, les marketeers s\u2019en r\u00e9f\u00e8rent \u00e0 des \u2018soft metrics\u2019 comme les pages vues et les partages sur Facebook. Il existe toutefois une meilleure mani\u00e8re de proc\u00e9der\u2026<\/span><\/p>\n","protected":false},"author":1,"featured_media":657,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[375],"class_list":["post-656","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-native-advertising-fr"],"acf":[],"yoast_head":"\nComment mesurez-vous ce que rapportent vos efforts marketing ? - 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-meet-u-wat-uw-content-marketing-inspanningen-opleveren\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment mesurez-vous ce que rapportent vos efforts marketing ? - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"Comment mesure-t-on l\u2019efficacit\u00e9 de ses efforts de marketing de contenu (et donc aussi de native advertising)\u00a0? C\u2019est probablement une des questions les plus souvent pos\u00e9es dans le monde marketing ces jours-ci. G\u00e9n\u00e9ralement, les marketeers s\u2019en r\u00e9f\u00e8rent \u00e0 des \u2018soft metrics\u2019 comme les pages vues et les partages sur Facebook. 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