{"id":6637,"date":"2016-01-19T09:20:37","date_gmt":"2016-01-19T08:20:37","guid":{"rendered":"http:\/\/www.magazinemedia.be\/?p=6637"},"modified":"2016-01-28T17:25:57","modified_gmt":"2016-01-28T16:25:57","slug":"les-marques-doivent-ameliorer-leur-experience-contenu","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/les-marques-doivent-ameliorer-leur-experience-contenu\/","title":{"rendered":"Les marques doivent am\u00e9liorer leur exp\u00e9rience contenu"},"content":{"rendered":"<p>Face \u00e0 de mauvaises exp\u00e9riences contenu, les consommateurs font preuve de peu de patience. Ils sont vite distraits et utilisent souvent plusieurs \u00e9crans \u00e0 la fois. Pour les marques, cela signifie que si elles ne souhaitent pas perdre de consommateurs, la marge d\u2019erreur est minime.<\/p>\n<p>Plus de 8 utilisateurs digitaux sur 10 d\u00e9crochent rapidement lorsque, \u00e0 premi\u00e8re vue, un contenu num\u00e9rique semble moins attrayant ou difficile \u00e0 consommer. Cette conclusion sans \u00e9quivoque, Adobe l\u2019a tir\u00e9e d\u2019une \u00e9tude men\u00e9e aupr\u00e8s de plus de 12.000 consommateurs dans 6 pays\u00a0: les Etats-Unis, le Royaume-Uni, l\u2019Allemagne, la France, l\u2019Australie et le Japon (\u2018The State of Content\u2019).<\/p>\n<p>En r\u00e8gle g\u00e9n\u00e9rale, les consommateurs sont aussi tr\u00e8s sceptiques envers tout contenu en ligne, r\u00e9v\u00e8le l\u2019\u00e9tude\u00a0:<\/p>\n<ul>\n<li>50 % se demandent si les commentaires n\u00e9gatifs ont \u00e9t\u00e9 supprim\u00e9s\u00a0;<\/li>\n<li>49 % pensent que les auteurs de critiques sont r\u00e9compens\u00e9s pour \u00e9crire des contributions positives\u00a0;<\/li>\n<li>48 % doutent de l\u2019impartialit\u00e9 d\u2019articles d\u2019information.<\/li>\n<\/ul>\n<p>Il y a toutefois aussi une bonne nouvelle\u00a0: les consommateurs font davantage confiance aux marques avec lesquelles ils ont d\u00e9j\u00e0 un lien. 23 % des consommateurs seulement accordent leur confiance aux marques dont ils n\u2019ach\u00e8tent pas de produits. Ce chiffre est presque doubl\u00e9 et atteint 43 % lorsqu\u2019il s\u2019agit de marques dont ils ach\u00e8tent bel et bien des produits. Cette corr\u00e9lation entre la confiance et la relation existante a\u00a0d\u00e9j\u00e0 souvent \u00e9t\u00e9 d\u00e9montr\u00e9e dans le cas du m\u00e9dia magazine.<\/p>\n<p>Les r\u00e9pondants indiquent qu\u2019en moyenne, ils utilisent cinq appareils diff\u00e9rents, dont plusieurs simultan\u00e9ment (2,23 appareils en moyenne). La plupart d\u2019entre eux voient cette utilisation \u2018multi-\u00e9crans\u2019 comme quelque chose de positif (productif, connect\u00e9), mais pr\u00e8s de la moiti\u00e9 dit aussi qu\u2019ils sont rapidement distraits. Pr\u00e8s de trois-quarts des r\u00e9pondants se disent ouverts aux recommandations de contenu de marques, bas\u00e9es sur des comportements ant\u00e9rieurs. Ils sont aussi pr\u00eats \u00e0 partager de l\u2019information avec des marques en \u00e9change de suggestions plus ad\u00e9quates.<\/p>\n<p><em>Source\u00a0: Adobe, Warc<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Face \u00e0 de mauvaises exp\u00e9riences contenu, les consommateurs font preuve de peu de patience. Ils sont vite distraits et utilisent souvent plusieurs \u00e9crans \u00e0 la fois. Pour les marques, cela signifie que si elles ne souhaitent pas perdre de consommateurs, la marge d\u2019erreur est minime. Plus de 8 utilisateurs digitaux&#8230;<\/p>\n","protected":false},"author":3,"featured_media":6639,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[1015,1014,710],"class_list":["post-6637","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research","tag-confiance","tag-contenu","tag-marques-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.12 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les marques doivent am\u00e9liorer leur exp\u00e9rience contenu - 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\/fr\/nieuws\/les-marques-doivent-ameliorer-leur-experience-contenu\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les marques doivent am\u00e9liorer leur exp\u00e9rience contenu - WE MEDIA Magazine Media\" \/>\n<meta property=\"og:description\" content=\"Face \u00e0 de mauvaises exp\u00e9riences contenu, les consommateurs font preuve de peu de patience. Ils sont vite distraits et utilisent souvent plusieurs \u00e9crans \u00e0 la fois. Pour les marques, cela signifie que si elles ne souhaitent pas perdre de consommateurs, la marge d\u2019erreur est minime. 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