{"id":76,"date":"2021-06-18T16:52:45","date_gmt":"2021-06-18T14:52:45","guid":{"rendered":"https:\/\/funnel.coffee\/blog\/?p=76"},"modified":"2021-06-18T16:52:46","modified_gmt":"2021-06-18T14:52:46","slug":"lecosysteme-du-marketing-digital-les-trois-types-de-medias-focus-sur-les-medias-merites","status":"publish","type":"post","link":"https:\/\/funnel.coffee\/blog\/2021\/06\/18\/lecosysteme-du-marketing-digital-les-trois-types-de-medias-focus-sur-les-medias-merites\/","title":{"rendered":"L&rsquo;\u00e9cosyst\u00e8me du marketing digital : Les trois types de m\u00e9dias. Focus sur les m\u00e9dias m\u00e9rit\u00e9s"},"content":{"rendered":"\n<h5 class=\"wp-block-heading\"><strong>L&rsquo;\u00e9cosyst\u00e8me du marketing digital : les m\u00e9dias m\u00e9rit\u00e9s<\/strong><\/h5>\n\n\n\n<p>Le principe m\u00eame de la publicit\u00e9 intervient dans l\u2019id\u00e9e de pousser une \u00ab&nbsp;r\u00e9clame&nbsp;\u00bb vers des consommateurs via des canaux achet\u00e9s. Par exemple&nbsp;: une publicit\u00e9 dans un journal, une affiche dans la rue, un spot publicitaire \u00e0 la t\u00e9l\u00e9vision, etc. Mais aujourd\u2019hui, les r\u00e9seaux sociaux ont compl\u00e8tement chang\u00e9 la donne. Les internautes partagent, aiment, recommandent, r\u00e9primandent gratuitement. Alors d\u00e9sormais, l\u2019objectif ce sont les commentaires positifs. Et ils se m\u00e9ritent.<\/p>\n\n\n\n<p>Rappel des m\u00e9dias de l\u2019univers digital&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>M\u00e9dia propre&nbsp;: son propre site web, son blog, ses comptes sur les r\u00e9seaux sociaux, etc.<\/li><li>M\u00e9dias achet\u00e9s : les Ads, les banni\u00e8res, les affiliations, etc.<\/li><li>M\u00e9dia m\u00e9rit\u00e9&nbsp;: les commentaires, les notes, le netlinking, etc.<\/li><\/ul>\n\n\n\n<h5 class=\"wp-block-heading\">Focus sur les m\u00e9dias m\u00e9rit\u00e9s&nbsp;:<\/h5>\n\n\n\n<p>Ils sont cr\u00e9\u00e9s par des tiers, le plus souvent, des consommateurs ou des fans qui transmettent et v\u00e9hiculent votre message. C\u2019est bien \u00e9videmment le bouche-\u00e0-oreille, mais c\u2019est surtout via les r\u00e9seaux sociaux que les m\u00e9dias m\u00e9rit\u00e9s se sont d\u00e9velopp\u00e9s. \u00c0 travers des commentaires, des posts partag\u00e9s sur les r\u00e9seaux sociaux, mais aussi des fans-pages, votre communaut\u00e9 va, d&rsquo;une certaine mani\u00e8re, vous faire de la publicit\u00e9 gratuitement. Et c\u2019est l\u00e0 toute la diff\u00e9rence avec les m\u00e9dias propres et les m\u00e9dias achet\u00e9s. Votre communaut\u00e9 la plus impliqu\u00e9e va v\u00e9hiculer spontan\u00e9ment ce qu\u2019il pense de vous et votre entreprise.<\/p>\n\n\n\n<p>Cependant, ce syst\u00e8me \u00e0 des limites. Vous n\u2019avez aucun filtre par rapport aux commentaires des internautes. S\u2019ils promettent un bien ou un service que vous ne proposez pas, vous n\u2019y pouvez rien, mais cela peut jouer contre vous. Optez pour une r\u00e9ponse au commentaire en expliquant que vous ne proposez pas ce qui a \u00e9t\u00e9 d\u00e9crit.<\/p>\n\n\n\n<p>Par ailleurs, si votre communaut\u00e9 peut interagir avec vous, tout le monde peut le faire. Et m\u00eame des personnes avec un esprit malveillant voulant vous infliger des commentaires n\u00e9gatifs sans aucun fondement. C\u2019est la principale d\u00e9rive du syst\u00e8me.<\/p>\n\n\n\n<p>Attention donc \u00e0 bien utiliser ces m\u00e9dias m\u00e9rit\u00e9s. Car si l\u2019on pense qu\u2019ils sont inaccessibles, ce n\u2019est pas totalement vrai. Vous pourrez par exemple, utilisez un mod\u00e9rateur afin de contr\u00f4ler les commentaires vous concernant sur les r\u00e9seaux sociaux.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;\u00e9cosyst\u00e8me du marketing digital : les m\u00e9dias m\u00e9rit\u00e9s Le principe m\u00eame de la publicit\u00e9 intervient dans l\u2019id\u00e9e de pousser une \u00ab&nbsp;r\u00e9clame&nbsp;\u00bb vers des consommateurs via des canaux achet\u00e9s. Par exemple&nbsp;: une publicit\u00e9 dans un journal, une affiche dans la rue, un spot publicitaire \u00e0 la t\u00e9l\u00e9vision, etc. Mais aujourd\u2019hui, les r\u00e9seaux sociaux ont compl\u00e8tement chang\u00e9<\/p>\n","protected":false},"author":1,"featured_media":79,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,3],"tags":[],"class_list":{"0":"post-76","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing","8":"category-webmarketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>L&#039;\u00e9cosyst\u00e8me du marketing digital : Les trois types de m\u00e9dias. 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