{"id":1997,"date":"2013-10-29T12:31:56","date_gmt":"2013-10-29T16:31:56","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/commandite-sept-grandes-tendances\/"},"modified":"2017-10-25T16:18:59","modified_gmt":"2017-10-25T20:18:59","slug":"commandite-sept-grandes-tendances","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2013\/commandite-sept-grandes-tendances\/","title":{"rendered":"Commandite: sept grandes tendances"},"content":{"rendered":"

par Doria Rahmani<\/a>, \u00c9ditions Infopresse<\/a><\/em><\/strong><\/p>\n

La semaine derni\u00e8re\u00a0se d\u00e9roulait la quatri\u00e8me \u00e9dition du RDV_Commandite<\/strong><\/a>; \u00e0 cette occasion, David Pontbriand, associ\u00e9 de Substance strat\u00e9gies<\/a><\/strong>, a pr\u00e9sent\u00e9 une \u00e9tude exclusive r\u00e9alis\u00e9e avec le Conseil canadien de la commandite et Infopresse aupr\u00e8s de 21 experts de la commandite sur les tendances de l’industrie: focus sur ces grands enjeux.<\/p>\n

Ces tendances se d\u00e9gagent d’une enqu\u00eate men\u00e9e aupr\u00e8s de 21 experts qu\u00e9b\u00e9cois de la commandite et r\u00e9alis\u00e9e exclusivement pour le RDV Commandite. En voici un aper\u00e7u:<\/p>\n

    \n
  1. Sociabilit\u00e9 num\u00e9rique<\/strong>
    \nLes r\u00e9seaux sociaux bouleversent les fa\u00e7ons dont les consommateurs interagissent entre eux et avec les marques. Les commandites gagnantes seront celles qui r\u00e9ussiront \u00e0 s’immiscer dans ce dialogue avec pertinence.<\/li>\n
  2. Ubiquit\u00e9 mobile<\/strong>
    \nLa d\u00e9mocratisation de la technologie mobile ouvre de nouvelles possibilit\u00e9s pour atteindre le consommateur, avant, pendant et apr\u00e8s un \u00e9v\u00e9nement.<\/li>\n
  3. Hyperdivertissement<\/strong>
    \nLa disponibilit\u00e9 d’un second \u00e9cran engendre une nouvelle forme de d\u00e9pendance au divertissement. \u00c0 l’\u00e8re du multit\u00e2che, les propri\u00e9t\u00e9s devront donc redoubler d’ardeur pour conserver l’attention de leur public, m\u00eame durant les performances.<\/li>\n
  4. Mentalit\u00e9 collaborative<\/strong>
    \nLes commandites les plus efficaces sont celles o\u00f9 la marque joue un r\u00f4le int\u00e9gr\u00e9 \u00e0 la propri\u00e9t\u00e9. Plus que jamais, il faudra que les deux parties se concertent pour d\u00e9terminer la place et la fonction du commanditaire.<\/li>\n
  5. \u00abLow rights, high activation\u00bb<\/strong>
    \nLa commandite s’arrime maintenant \u00e0 la strat\u00e9gie de marketing des annonceurs. Ceux-ci favorisent donc les efforts en activation – au d\u00e9triment de l’acquisition des droits.<\/li>\n
  6. \u00abNo rights, All activation\u00bb (mod\u00e8le Red Bull)<\/strong>
    \nLa cr\u00e9ation de propri\u00e9t\u00e9s n’est pas \u00e0 la port\u00e9e de toutes les marques – elle demeure n\u00e9anmoins un ph\u00e9nom\u00e8ne \u00e0 surveiller. Plus que jamais, les marques devront mettre l’accent sur leur raison d’\u00eatre dans le cadre de leurs partenariats.<\/li>\n
  7. Commandite participative<\/strong>
    \nDes initiatives comme Sponsorise.me et le concept de crowdfunding (popularis\u00e9 par Kickstarter) constituent de nouvelles avenues inspirantes pour la commandite au Qu\u00e9bec.<\/li>\n<\/ol>\n

    Le RDV_Commandite est une iniative d’Infopresse et du Conseil Canadien de la commandite<\/a><\/strong> en collaboration avec Cinco<\/a><\/strong>. L’\u00e9v\u00e9nement a rassembl\u00e9 pr\u00e8s de 300 professionnels de la commandite \u00e0 l’exCentris, \u00e0 Montr\u00e9al. Pour revoir la programmation de l’\u00e9v\u00e9nement, cliquez ici<\/strong><\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

    par Doria Rahmani, \u00c9ditions Infopresse La semaine derni\u00e8re\u00a0se d\u00e9roulait la quatri\u00e8me \u00e9dition du RDV_Commandite; \u00e0 cette occasion, David Pontbriand, associ\u00e9 de Substance strat\u00e9gies, a pr\u00e9sent\u00e9 une \u00e9tude exclusive r\u00e9alis\u00e9e avec le Conseil canadien de la commandite et Infopresse aupr\u00e8s de 21 experts de la commandite sur les tendances de l’industrie: focus sur ces grands enjeux. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[121],"tags":[31,32,33,122,89,125,126],"acf":[],"yoast_head":"\nCommandite: sept grandes tendances - Association canadienne des annonceurs<\/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:\/\/acaweb.ca\/fr\/2013\/commandite-sept-grandes-tendances\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Commandite: sept grandes tendances - Association canadienne des annonceurs\" \/>\n<meta property=\"og:description\" content=\"par Doria Rahmani, \u00c9ditions Infopresse La semaine derni\u00e8re\u00a0se d\u00e9roulait la quatri\u00e8me \u00e9dition du RDV_Commandite; \u00e0 cette occasion, David Pontbriand, associ\u00e9 de Substance strat\u00e9gies, a pr\u00e9sent\u00e9 une \u00e9tude exclusive r\u00e9alis\u00e9e avec le Conseil canadien de la commandite et Infopresse aupr\u00e8s de 21 experts de la commandite sur les tendances de l’industrie: focus sur ces grands enjeux. 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