{"id":1315,"date":"2018-01-23T18:37:00","date_gmt":"2018-01-23T22:37:00","guid":{"rendered":"https:\/\/www.adhoc-recherche.com\/?p=1315"},"modified":"2022-05-24T18:38:21","modified_gmt":"2022-05-24T22:38:21","slug":"4-bonnes-raisons-de-faire-appel-au-marketing-dinfluence","status":"publish","type":"post","link":"https:\/\/www.adhoc-recherche.com\/en\/4-bonnes-raisons-de-faire-appel-au-marketing-dinfluence\/","title":{"rendered":"4 BONNES RAISONS DE FAIRE APPEL AU MARKETING D&rsquo;INFLUENCE"},"content":{"rendered":"<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Le d\u00e9but d\u2019une nouvelle ann\u00e9e, propice aux r\u00e9solutions, est aussi une p\u00e9riode favorable aux pr\u00e9dictions.&nbsp;<em>Forbes<\/em>&nbsp;notamment avait vis\u00e9 juste en 2017 en mettant de l\u2019avant le&nbsp;<strong>marketing d\u2019influence<\/strong>&nbsp;dans son&nbsp;<strong>palmar\u00e8s des 17 plus grandes tendances<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Parmi les facteurs ayant influenc\u00e9 la croissance de cette tendance, la&nbsp;<strong>d\u00e9mocratisation du r\u00f4le d\u2019influenceur<\/strong>&nbsp;n\u2019est pas \u00e0 n\u00e9gliger. En effet, l\u2019\u00e9mergence et la popularit\u00e9 des r\u00e9seaux sociaux tels que&nbsp;<em>Snapchat&nbsp;<\/em>et plus particuli\u00e8rement&nbsp;<em>Instagram<\/em>&nbsp;ont fait du d\u00e9veloppement de l\u2019image de marque personnelle (<em>personnal branding<\/em>)une pratique beaucoup plus accessible et courante qu\u2019auparavant.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Aujourd\u2019hui, ces r\u00e9seaux sociaux pullulent donc d\u2019influenceurs et de micro-influenceurs. \u00c0 travers leurs&nbsp;<em>posts&nbsp;<\/em>et leurs<em>&nbsp;stories,&nbsp;<\/em>ces derniers agissent \u00e0 titre de moyens &nbsp;de communication pour les entreprises en faisant la promotion de leurs produits ou services. Cette tactique a cr\u00fb de fa\u00e7on importante au cours des deux derni\u00e8res ann\u00e9es. &nbsp;Elle offre de nombreux avantages aux marques, notamment&nbsp;:<\/p>\n\n\n\n<ol class=\"wp-block-list\" style=\"font-size:13px\"><li>Elle permet de rejoindre une&nbsp;<strong>audience attentive et cibl\u00e9e<\/strong>&nbsp;: les internautes ont d\u00e9lib\u00e9r\u00e9ment choisi de s\u2019abonner au contenu des influenceurs et poss\u00e8dent, g\u00e9n\u00e9ralement, des int\u00e9r\u00eats similaires aux leurs. En raison d\u2019un niveau d\u2019int\u00e9r\u00eat \u00e9lev\u00e9 envers les diverses publications, les chances d\u2019\u00eatre ignor\u00e9 sont donc r\u00e9duites et l\u2019efficacit\u00e9 publicitaire se voit augment\u00e9e. Ce lien est par ailleurs tr\u00e8s semblable \u00e0&nbsp;celui&nbsp;<strong><a href=\"https:\/\/www.adhoc-recherche.com\/en\/blogue\/no-fake-news-le-podcast-un-format-qui-seduit-les-annonceurs\/\">qui unit les&nbsp;<em>podcasts&nbsp;<\/em>\u00e0 leurs auditeurs<\/a>.<\/strong><\/li><li>Elle permet de&nbsp;<strong>gagner rapidement la confiance des&nbsp;<em>Followers<\/em><\/strong>&nbsp;: plusieurs recherches d\u00e9montrent que les influenceurs et les blogueurs sont per\u00e7us comme des personnes cr\u00e9dibles et de confiance. D\u2019ailleurs, selon le&nbsp;<em>Edelman Trust Barometer,<\/em>&nbsp;ces derniers se situent au sommet de l\u2019\u00e9chelle de la cr\u00e9dibilit\u00e9 alors que la majorit\u00e9 des clients (67 %)&nbsp; croit davantage les m\u00e9dias sociaux que les PDG ou les porte-paroles d\u2019entreprise.<\/li><li>Elle permet de se positionner sur les&nbsp;<strong>besoins sociaux d\u2019appartenance&nbsp;<\/strong>and&nbsp;<strong>d\u2019estime<\/strong>&nbsp;: en mettant en sc\u00e8ne des personnes qui leur ressemblent, il ne semble pas rare que les abonn\u00e9s de ces influenceurs aspirent \u00e0 leur ressembler. Ainsi, la simple repr\u00e9sentation d\u2019un produit peut motiver les consommateurs \u00e0 se la procurer par le d\u00e9sir d\u2019appartenir \u00e0 ce groupe.<\/li><li>Elle contourne les risques de voir son&nbsp;<strong>contenu bloqu\u00e9<\/strong>&nbsp;: avec la hausse des&nbsp;<em>adblockers,&nbsp;<\/em>cette tactique permet de contourner les filtresque bon nombre de consommateurs ont int\u00e9gr\u00e9s \u00e0 leurs fureteurs.&nbsp;<\/li><\/ol>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\"><br>Le marketing d\u2019influence est une tendance qui, \u00e0 court terme, n\u2019est pas pr\u00eate de s\u2019essouffler. Les influenceurs pr\u00e9sentent une opportunit\u00e9 communicationnelle int\u00e9ressante, mais plus complexe que les canaux de communication traditionnels. Les entreprises souhaitant surfer cette vague doivent toutefois s\u2019assurer d\u2019avoir une strat\u00e9gie bien d\u00e9finie avant de se lancer \u00e0 l\u2019eau.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Est-ce une avenue envisag\u00e9e par votre entreprise?&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>4 bonnes raisons de faire appel au marketing d&rsquo;influenceLe d\u00e9but d&rsquo;une nouvelle ann\u00e9e, propice aux r\u00e9solutions, est aussi une p\u00e9riode favorable aux pr\u00e9dictions. Forbes notamment avait vis\u00e9 juste en 2017 en mettant de l&rsquo;avant le marketing d&rsquo;influence dans son palmar\u00e8s des 17 plus grandes tendances. Parmi les facteurs ayant influenc\u00e9 la croissance de cette tendance, la d\u00e9mocratisation du r\u00f4le d&rsquo;influenceur n&rsquo;est pas \u00e0 n\u00e9gliger. En effet, l&rsquo;\u00e9mergence et la popularit\u00e9 des r\u00e9seaux sociaux tels que Snapchat et plus particuli\u00e8rement Instagram ont fait du d\u00e9veloppement de l&rsquo;image de marque personnelle (personnal branding) une pratique beaucoup plus accessible et courante qu&rsquo;auparavant.<\/p>","protected":false},"author":18,"featured_media":1316,"comment_status":"open","ping_status":"open","sticky":false,"template":"templates\/template-blog.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[10,21],"tags":[],"class_list":["post-1315","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-etudes-de-comportements-et-attitudes","category-evaluations-publicitaires-et-communicationnelles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>4 BONNES RAISONS DE FAIRE APPEL AU MARKETING D&#039;INFLUENCE - Ad Hoc Recherche<\/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:\/\/www.adhoc-recherche.com\/en\/4-bonnes-raisons-de-faire-appel-au-marketing-dinfluence\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 BONNES RAISONS DE FAIRE APPEL AU MARKETING D&#039;INFLUENCE - Ad Hoc Recherche\" \/>\n<meta property=\"og:description\" content=\"4 bonnes raisons de faire appel au marketing d&#039;influenceLe d\u00e9but d&#039;une nouvelle ann\u00e9e, propice aux r\u00e9solutions, est aussi une p\u00e9riode favorable aux pr\u00e9dictions. 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