{"id":7031,"date":"2023-05-17T20:53:21","date_gmt":"2023-05-18T00:53:21","guid":{"rendered":"https:\/\/acaweb.ca\/fr\/?p=7031"},"modified":"2023-05-17T20:53:21","modified_gmt":"2023-05-18T00:53:21","slug":"le-rapport-next-in-creative-de-globe-content-studio-devoile-sept-tendances-a-surveiller-en-matiere-de-marketing-de-contenu","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2023\/le-rapport-next-in-creative-de-globe-content-studio-devoile-sept-tendances-a-surveiller-en-matiere-de-marketing-de-contenu\/","title":{"rendered":"Le rapport Next in Creative de Globe Content Studio d\u00e9voile sept tendances \u00e0 surveiller en mati\u00e8re de marketing de contenu"},"content":{"rendered":"

\"Next Next in Creative est une publication annuelle tourn\u00e9e vers l\u2019avenir r\u00e9v\u00e9lant et contextualisant les tendances \u00e9mergentes que Globe Content Studio, la division de marketing de contenu du Globe and Mail, consid\u00e8re comme l\u2019avenir du marketing de contenu. Dans ce rapport t\u00e9l\u00e9chargeable gratuitement<\/a> (r\u00e9dig\u00e9 en anglais), nous d\u00e9voilons aux annonceurs comment utiliser ces renseignements pour g\u00e9n\u00e9rer des occasions favorables.<\/p>\n

Afin de recueillir les renseignements pour ce rapport, nous avons exploit\u00e9 la plateforme de performance de contenu bas\u00e9e sur l\u2019IA du Globe and Mail, Sophi, sond\u00e9 les membres de notre panel Globe Insiders et interview\u00e9 des experts dans leurs domaines respectifs. Il en r\u00e9sulte une liste de ce que nous pr\u00e9voyons \u00eatre certains des th\u00e8mes les plus forts dans les cat\u00e9gories cl\u00e9s, ceux qui influenceront le contenu et la cr\u00e9ativit\u00e9 en 2023 et au-del\u00e0. Voici un aper\u00e7u de trois de ces sept tendances:<\/p>\n

Magasiner en personne, acheter en ligne<\/h4>\n

Notre fa\u00e7on d\u2019acheter a \u00e9norm\u00e9ment chang\u00e9 au cours des derni\u00e8res ann\u00e9es. Les confinements ont acc\u00e9l\u00e9r\u00e9 l\u2019adoption de la vente au d\u00e9tail en ligne de fa\u00e7on exponentielle. Dans un sondage men\u00e9 aupr\u00e8s des lecteurs du Globe en novembre 2022, 90 % des r\u00e9pondants ont d\u00e9clar\u00e9 avoir achet\u00e9 des articles physiques en ligne au cours des 12 derniers mois (sans compter les abonnements ou les achats non mat\u00e9riels).<\/p>\n

En m\u00eame temps, les gens n\u2019ont pas abandonn\u00e9 le magasinage en personne : 46 % des lecteurs du Globe interrog\u00e9s ont d\u00e9clar\u00e9 avoir fait le m\u00eame nombre d\u2019achats en magasin qu\u2019en ligne au cours des trois derniers mois. Mais quand ils font l\u2019effort d\u2019aller en magasin, l\u2019exp\u00e9rience compte, elle se doit d’\u00eatre facile et sans friction, ou agr\u00e9ment\u00e9e d\u2019une touche suppl\u00e9mentaire de divertissement.<\/p>\n

Peu importe \u00e0 quel point votre marque ou votre produit est incroyable, votre publicit\u00e9 ne trouvera pas \u00e9cho aupr\u00e8s de votre cible si elle n\u2019atteint pas les consommateurs aux bons endroits. Le temps est r\u00e9volu de penser que ce n\u2019est qu\u2019une simple question de choix entre le commerce \u00e9lectronique et le magasinage en personne. Il faut plut\u00f4t d\u00e9terminer l\u2019exp\u00e9rience de marque que vous pouvez offrir au consommateur \u00e0 chaque point de contact. D\u00e9terminez o\u00f9 les gens rencontreront et d\u00e9couvriront votre marque pour la premi\u00e8re fois et o\u00f9 ils prendront r\u00e9ellement une d\u00e9cision d\u2019achat. Vos clients ne devraient jamais avoir \u00e0 chercher ailleurs ce que vous n\u2019offrez pas \u2013 et cela vaut \u00e9galement pour les m\u00e9thodes de paiement. Assurez-vous d\u2019attirer et de retenir leur attention \u00e0 chaque point de contact.<\/p>\n

Les constructeurs d\u2019automobiles entrent en sc\u00e8ne<\/h4>\n

Entre les pr\u00e9occupations environnementales et le prix de l\u2019essence, les conducteurs sont plus enclins que jamais \u00e0 envisager ou \u00e0 acheter un v\u00e9hicule \u00e9lectrique (VE). Pr\u00e8s de la moiti\u00e9 des lecteurs du Globe interrog\u00e9s (47 %) envisagent un v\u00e9hicule \u00e9lectrique pour leur prochaine voiture. Il s\u2019agit d\u2019un bond \u00e9norme! En effet, seulement 5 % des lecteurs du Globe interrog\u00e9s poss\u00e8dent actuellement un v\u00e9hicule \u00e9lectrique et seulement 8,4 % des immatriculations de v\u00e9hicules neufs au Canada au troisi\u00e8me trimestre de 2022 \u00e9taient des v\u00e9hicules \u00e9lectriques et des v\u00e9hicules hybrides \u00e9lectriques rechargeables, selon les donn\u00e9es compil\u00e9es par S & P Global Mobility.<\/p>\n

Pourtant, les conducteurs sont quand m\u00eame m\u00e9fiants : poss\u00e9der une voiture enti\u00e8rement \u00e9lectrique signifie faire des compromis, principalement en raison d\u2019une autonomie restreinte et d\u2019une infrastructure de recharge insuffisante. Ce sont les deux principales raisons qui emp\u00eachent les lecteurs du Globe d\u2019acheter ou de louer un v\u00e9hicule \u00e9lectrique.<\/p>\n

Avant de s\u2019approprier un v\u00e9hicule \u00e9lectrique, les conducteurs veulent savoir qu\u2019ils ne se retrouveront pas coinc\u00e9s sur la route. Savoir que les constructeurs automobiles travaillent \u00e0 l\u2019am\u00e9lioration de l\u2019infrastructure de recharge aidera \u00e0 vendre des voitures. Cela les positionne \u00e9galement comme des leaders d\u2019opinion dans l\u2019\u00e9cosyst\u00e8me \u00e9nerg\u00e9tique et comme les pr\u00e9curseurs d\u2019un avenir plus vert. Toyota a vendu plus de 10 fois plus de v\u00e9hicules que Tesla, mais Tesla en tant qu\u2019entreprise valait presque trois fois plus \u00e0 certains moments en 2022.<\/p>\n

Des affaires jusqu\u2019au \u201cbleisure\u201d (combinaison de business et leisure)<\/h4>\n

Il y a trois ans, les voyages d\u2019affaires se sont arr\u00eat\u00e9s, et des millions de personnes ont \u00e9t\u00e9 contraintes de travailler \u00e0 distance. Lorsque les restrictions ont commenc\u00e9 \u00e0 \u00eatre lev\u00e9es, mais que les bureaux sont demeur\u00e9s en grande partie ferm\u00e9s, un mode de vie nomade num\u00e9rique s\u2019est install\u00e9 alors que les gens de tous \u00e2ges trouvaient des moyens de marier le travail et la vie en voyageant dans de nouveaux endroits. La Barbade a re\u00e7u beaucoup d\u2019attention apr\u00e8s avoir annonc\u00e9 son visa de travail \u00e0 distance de 12 mois. Pas plus tard qu\u2019en novembre 2022, Cuba a lanc\u00e9 un visa touristique de 90 jours pour ceux qui veulent vivre et travailler dans ce pays.<\/p>\n

Au Canada, il y a eu environ 20 millions de voyages de plus au premier trimestre de 2022 qu\u2019en 2021, et ce nombre devrait augmenter en 2023, car les gens se sentent plus en confiance de prendre la route pour le plaisir et les affaires. Les destinations cherchent \u00e0 reconqu\u00e9rir le visiteur de courte dur\u00e9e qui souhaite effectuer un voyage d\u2019une journ\u00e9e ou d\u2019une semaine en y combinant du travail \u00e0 distance. Certaines entreprises profitent du d\u00e9sir de voyager en utilisant cette nouvelle approche comme un incitatif d\u2019attraction et de r\u00e9tention.<\/p>\n

Alors que les attentes professionnelles ont chang\u00e9 au cours des derni\u00e8res ann\u00e9es, la tendance \u00ab bleisure \u00bb s\u2019inscrit comme un changement dans ce qu\u2019un voyage d\u2019affaires devrait \u00eatre en 2023 et au-del\u00e0. Une technologie rapide et fiable ainsi que des espaces virtuels de r\u00e9union sont les principaux enjeux. Pour rester comp\u00e9titifs, les exploitants d\u2019entreprises touristiques doivent consid\u00e9rer l\u2019exp\u00e9rience globale des clients, d\u2019autant plus que les d\u00e9fis \u00e9conomiques persistent et que les entreprises recherchent des voyages offrant une valeur maximale. Les entreprises devraient consid\u00e9rer les voyages comme un incitatif qui relie les travailleurs \u00e0 distance et les travailleurs hybrides, tandis que les voyageurs devraient consid\u00e9rer les voyages d\u2019affaires comme des occasions de maintenir une approche int\u00e9gr\u00e9e de l\u2019\u00e9quilibre travail-vie personnelle.<\/p>\n

Pour en savoir plus, y compris les points exploitables \u00e0 retenir pour appliquer ces tendances \u00e0 votre marketing de contenu, t\u00e9l\u00e9chargez le rapport complet ici<\/a>.<\/p>\n

\n

Jessica Robinson<\/strong> est cheffe du contenu chez Globe Content Studio, la division de marketing de contenu du Globe and Mail. Elle associe narration journalistique et id\u00e9es dans des ex\u00e9cutions cr\u00e9atives uniques pour des marques comme Destination Canada, CIBC et Loblaw.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le rapport Next in Creative de Globe Content Studio d\u00e9voile sept tendances \u00e0 surveiller en mati\u00e8re de marketing de contenu<\/p>\n","protected":false},"author":186,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[172],"tags":[169,832,883,882],"acf":[],"yoast_head":"\nLe rapport Next in Creative de Globe Content Studio d\u00e9voile sept tendances \u00e0 surveiller en mati\u00e8re de marketing de contenu - Association canadienne des annonceurs<\/title>\n<meta name=\"description\" content=\"Le rapport Next in Creative de Globe Content Studio d\u00e9voile sept tendances \u00e0 surveiller en mati\u00e8re de marketing de contenu\" \/>\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\/2023\/le-rapport-next-in-creative-de-globe-content-studio-devoile-sept-tendances-a-surveiller-en-matiere-de-marketing-de-contenu\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le rapport Next in Creative de Globe Content Studio d\u00e9voile sept tendances \u00e0 surveiller en mati\u00e8re de marketing de contenu - 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