{"id":912,"date":"2015-05-08T06:30:00","date_gmt":"2015-05-08T05:30:00","guid":{"rendered":"http:\/\/www.magazinemedia.be\/influencer-marketing-changements-et-valeurs-sures\/"},"modified":"2016-02-16T09:46:10","modified_gmt":"2016-02-16T08:46:10","slug":"influencer-marketing-changements-et-valeurs-sures","status":"publish","type":"post","link":"https:\/\/wemedia.be\/magazinemedia\/fr\/nieuws\/influencer-marketing-changements-et-valeurs-sures\/","title":{"rendered":"Influencer marketing : changements et valeurs s\u00fbres"},"content":{"rendered":"<p><a href=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/05\/grafiek-1_8.png\"><img decoding=\"async\" class=\" size-full wp-image-3299 alignright\" src=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/05\/grafiek-1_8.png\" alt=\"Grafiek\" width=\"291\" height=\"480\" srcset=\"https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/05\/grafiek-1_8.png 291w, https:\/\/wemedia.be\/magazinemedia\/wp-content\/uploads\/sites\/7\/2015\/05\/grafiek-1_8-182x300.png 182w\" sizes=\"(max-width: 291px) 100vw, 291px\" \/><\/a>R\u00e9cemment, la plate-forme n\u00e9erlandaise Marketing Online annon\u00e7ait qu&rsquo;un euro d\u00e9pens\u00e9 en \u00a0\u00bb influencer marketing \u00a0\u00bb rapporte 6,5 euros de valeur m\u00e9dia.<\/p>\n<p>On peut aussi inverser le raisonnement, car des \u00e9tudes ont d\u00e9montr\u00e9 que chaque euro de budget m\u00e9dia peut g\u00e9n\u00e9rer un flux de \u00a0\u00bb word of mouth \u00a0\u00bb (on-line et off-line). Selon Carat UK, le m\u00e9dia magazine est le m\u00e9dia par excellence pour influencer les influenceurs.<\/p>\n<p>Traduit librement, l&rsquo;influencer marketing est une forme de marketing qui s&rsquo;adresse aux individus exer\u00e7ant une influence sur des acheteurs potentiels. Il s&rsquo;agit alors souvent de blogueurs et de gens comptant beaucoup de \u00a0\u00bb followers \u00a0\u00bb sur Facebook, Twitter et Instagram. Leur influence n&rsquo;est pas uniquement fonction du nombre de suiveurs, comme l&rsquo;indique Forbes dans un post r\u00e9cent \u00e0 ce sujet\u00a0:<\/p>\n<p><b>\u00a0\u00bb\u00a0Influence = Audience Reach (# of followers) x Brand Affinity (expertise and credibility) x Strength of Relationship with Followers\u00a0\u00ab\u00a0<\/b><\/p>\n<p>Selon McKinsey, le bouche-\u00e0\u00a0-oreille est un facteur primaire derri\u00e8re 20 \u00e0 50 % de toutes les d\u00e9cisions d&rsquo;achat. C&rsquo;est aussi un des modes publicitaires les plus cr\u00e9dibles\u00a0: 92 % des consommateurs se fient aux recommandations de tiers. Les marques \u00e0 succ\u00e8s ont toujours su en profiter, mais les sites de r\u00e9seaux sociaux ont d\u00e9cupl\u00e9 la port\u00e9e, et donc le pouvoir du consommateur ordinaire.<\/p>\n<p>Par le pass\u00e9, les marques braquaient les projecteurs sur les c\u00e9l\u00e9brit\u00e9s et les blogueurs. Cela change maintenant que le potentiel de consommateurs ordinaires est en train de cro\u00eetre. Ces consommateurs et fans de marques (ambassadeurs) libell\u00e9s d\u00a0\u00bbeveryday&rsquo; comptent sans doute moins de followers, mais le lien est plus solide et les recommandations sont plus cr\u00e9dibles parce que les suiveurs sont des proches ou des relations. Ils peuvent d\u00e9cha\u00eener des tendances de masse et transformer de petites entreprises inconnues en un succ\u00e8s ph\u00e9nom\u00e9nal en un rien de temps.<\/p>\n<p><b>Comment les marques peuvent-elles id\u00e9alement exploiter les influenceurs dans leur secteur ou dans les limites d&rsquo;un th\u00e8me sp\u00e9cifique\u00a0?<\/b><\/p>\n<p>Pour amener des gens influents \u00e0 parler de marques ou de produits, il faut bien s\u00fbr d&rsquo;abord qu&rsquo;ils les connaissent. Comme Forbes l&rsquo;indique d\u00e9j\u00e0 dans l&rsquo;\u00e9tude, l&rsquo;audience et la notori\u00e9t\u00e9 sont \u00e0 la base de l&rsquo;engagement et de l&rsquo;action. Dans ce contexte, les campagnes de mass media sont encore toujours indispensables. La \u00a0\u00bb Word of Mouth Association \u00a0\u00bb d\u00e9clare que si la TV joue toujours un r\u00f4le important de par son audience \u00e9lev\u00e9e, les marques magazines sont bien mieux \u00e0 m\u00eame de toucher les influenceurs. Le public magazine (on- et off-line) comprend bien plus d&rsquo; &lsquo;early adopters&rsquo; et de gens qui aiment parler de marques que d&rsquo;autres m\u00e9dias.<\/p>\n<p>Cependant, \u00eatre connu n&rsquo;est qu&rsquo;un d\u00e9but. L&rsquo;\u00e9tape cruciale suivante consiste \u00e0 forger une bonne relation avec le consommateur. Compte tenu de la fr\u00e9quence avec laquelle on \u00a0\u00bb parle \u00a0\u00bb des marques sur les m\u00e9dias sociaux, chaque enseigne devrait se fixer comme priorit\u00e9 l&rsquo;investissement dans une exp\u00e9rience consommateur et un service sup\u00e9rieurs\u00a0: \u00a0\u00bb Show some love! \u00ab\u00a0. Il peut s&rsquo;agir de r\u00e9ductions sp\u00e9ciales, d&rsquo;interactions directes, de programmes de fid\u00e9lit\u00e9, voire d&rsquo;un conseil consultatif de consommateurs. Toutes ces activit\u00e9s stimulent le partage autour de la marque de fa\u00e7on positive, organique et authentique.<\/p>\n<p>Une \u00e9tude anglaise r\u00e9v\u00e8le que dans la plupart des cat\u00e9gories de produits, plus de 90 % des influenceurs sont des lecteurs magazines. Cela n&rsquo;est pas si surprenant, car la fonction premi\u00e8re des marques magazines est de signaler des tendances, de pr\u00e9senter des contenus exclusifs, de nouvelles id\u00e9es et de nouveaux produits, d&rsquo;inspirer leur public et de le tenir au courant de l&rsquo;actualit\u00e9 la plus br\u00fblante. De plus, le m\u00e9dia magazine inspire plus de confiance aux lecteurs, sur toutes les plates-formes, que d&rsquo;autres m\u00e9dias. On ne peut donc que conclure que les \u00e9quipes r\u00e9dactionnelles du m\u00e9dia magazine sont les influenceurs les plus influents et qu&rsquo;elles devraient jouer un r\u00f4le majeur dans l&rsquo; &lsquo;influencer marketing&rsquo;.<\/p>\n<p>Sources:<\/p>\n<p><a href=\"http:\/\/www.magazinemedia.be\/fr\/academy\/topic\/pop\" target=\"_blank\">Proof of Performance<\/a><\/p>\n<p><a href=\"http:\/\/www.marketingonline.nl\/nieuws\/een-euro-uitgegeven-aan-influencer-marketing-levert-650-euro-aan-mediawaarde-op\" target=\"_blank\">Marketing Online\u00a0<\/a><\/p>\n<p><a href=\"http:\/\/www.forbes.com\/sites\/kylewong\/2014\/09\/10\/the-explosive-growth-of-influencer-marketing-and-what-it-means-for-you\/\">Forbes<\/a>\u00a0<a href=\"http:\/\/www.forbes.com\/sites\/kylewong\/2014\/12\/22\/how-influencer-marketing-will-change-in-2015\/\" target=\"_blank\">Forbes<\/a><\/p>\n<p><a href=\"http:\/\/www.carat.co.uk\/blog\/150114-what-influences-the-influentials\/\" target=\"_blank\">Carat UK<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"\n<p>R\u00e9cemment, la plate-forme n\u00e9erlandaise Marketing Online annon\u00e7ait qu\u2019un euro d\u00e9pens\u00e9 en \u00a0\u00bb influencer marketing \u00a0\u00bb rapporte 6,5 euros de valeur m\u00e9dia. On peut aussi inverser le raisonnement, car des \u00e9tudes ont d\u00e9montr\u00e9 que chaque euro de budget m\u00e9dia peut g\u00e9n\u00e9rer un flux de \u00a0\u00bb word of mouth \u00a0\u00bb (on-line et off-line). Selon Carat UK, le m\u00e9dia magazine est le m\u00e9dia par excellence pour influencer les influenceurs.<\/p>\n","protected":false},"author":1,"featured_media":913,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[739],"tags":[],"class_list":["post-912","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>Influencer marketing : changements et valeurs s\u00fbres - WE MEDIA Magazine Media<\/title>\n<meta name=\"description\" content=\"R\u00e9cemment, la plate-forme n\u00e9erlandaise Marketing Online annon\u00e7ait qu&#039;un euro d\u00e9pens\u00e9 en &quot; influencer marketing &quot; rapporte 6,5 euros de valeur m\u00e9dia.\" \/>\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\/influencer-marketing-changements-et-valeurs-sures\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Influencer marketing : changements et valeurs s\u00fbres - 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