{"id":728,"date":"2023-12-12T23:19:54","date_gmt":"2023-12-12T23:19:54","guid":{"rendered":"https:\/\/trends1.wpenginepowered.com\/branding-and-marketing\/"},"modified":"2024-01-17T21:56:52","modified_gmt":"2024-01-17T21:56:52","slug":"image-de-marque-et-marketing","status":"publish","type":"page","link":"https:\/\/trends.national.ca\/report-2024\/fr\/image-de-marque-et-marketing\/","title":{"rendered":"Image de marque et marketing"},"content":{"rendered":"

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2.0<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

\n
Image de marque<\/div>\n

et marketing<\/h1>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bba93a3a73-5179-4b06-ade4-d99b099a9bdb\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_blurb title=\u00a0\u00bbLes projecteurs se tournent vers l’int\u00e9rieur : investir dans des communications internes cr\u00e9atives \u00a0\u00bb url=\u00a0\u00bb#-1″ admin_label=\u00a0\u00bbTable of contents item\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb7845d25a-00f2-44c4-a90e-4bc7098dadc7″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-b7eaa8dc-c374-4ebd-aefe-673ff962cb91%22:%91%22body_text_color%22,%22body_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22header_text_color__hover%22,%22header_text_color__hover%22%93}\u00a0\u00bb]2.1[\/et_pb_blurb][et_pb_blurb title=\u00a0\u00bbUtilisez la vid\u00e9o comme si vous \u00e9tiez en 1929 \u00a0\u00bb url=\u00a0\u00bb#-2″ admin_label=\u00a0\u00bbTable of contents item\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb7845d25a-00f2-44c4-a90e-4bc7098dadc7″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-b7eaa8dc-c374-4ebd-aefe-673ff962cb91%22:%91%22body_text_color%22,%22body_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22header_text_color__hover%22,%22header_text_color__hover%22%93}\u00a0\u00bb]2.2[\/et_pb_blurb][et_pb_blurb title=\u00a0\u00bbLa fermeture de dizaines de journaux locaux \u00a0\u00bb url=\u00a0\u00bb#-3″ admin_label=\u00a0\u00bbTable of contents item\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb7845d25a-00f2-44c4-a90e-4bc7098dadc7″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-b7eaa8dc-c374-4ebd-aefe-673ff962cb91%22:%91%22body_text_color%22,%22body_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22header_text_color__hover%22,%22header_text_color__hover%22%93}\u00a0\u00bb]<\/p>\n

2.3<\/p>\n

[\/et_pb_blurb][et_pb_blurb title=\u00a0\u00bbDe \u00ab\u202fgirl math\u202f\u00bb \u00e0 l’avis m\u00e9dical : l’influence transformatrice de TikTok sur la g\u00e9n\u00e9ration Z et les pratiques de relations publiques \u00a0\u00bb url=\u00a0\u00bb#-4″ admin_label=\u00a0\u00bbTable of contents item\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb7845d25a-00f2-44c4-a90e-4bc7098dadc7″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-b7eaa8dc-c374-4ebd-aefe-673ff962cb91%22:%91%22body_text_color%22,%22body_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22header_text_color__hover%22,%22header_text_color__hover%22%93}\u00a0\u00bb]2.4[\/et_pb_blurb][et_pb_blurb title=\u00a0\u00bbAmbassadeurs de marque : promouvoir l’authenticit\u00e9 et la confiance \u00a0\u00bb url=\u00a0\u00bb#-5″ admin_label=\u00a0\u00bbTable of contents item\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb7845d25a-00f2-44c4-a90e-4bc7098dadc7″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-b7eaa8dc-c374-4ebd-aefe-673ff962cb91%22:%91%22body_text_color%22,%22body_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22header_text_color__hover%22,%22header_text_color__hover%22%93}\u00a0\u00bb]2.5[\/et_pb_blurb][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\u00a0\u00bb1″ admin_label=\u00a0\u00bbBody copy\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb background_color=\u00a0\u00bbRGBA(255,255,255,0)\u00a0\u00bb custom_margin=\u00a0\u00bb-67px||||false|false\u00a0\u00bb custom_padding=\u00a0\u00bb0px|60px|0px|60px|false|false\u00a0\u00bb collapsed=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row column_structure=\u00a0\u00bb1_5,3_5,1_5″ admin_label=\u00a0\u00bbLes projecteurs se tournent vers l’int\u00e9rieur : investir dans des communications internes cr\u00e9atives \u00a0\u00bb module_id=\u00a0\u00bb-1″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb9b4469be-b743-4fae-a5ac-364b1bd3e89f\u00a0\u00bb collapsed=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22background_color%22%93}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_5″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_blurb title=\u00a0\u00bbLes projecteurs se tournent vers l’int\u00e9rieur : investir dans des communications internes cr\u00e9atives \u00a0\u00bb admin_label=\u00a0\u00bbArticle title\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbd9751dcc-c94a-40dc-984b-a915a45e2e43″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22body_text_color%22,%22body_text_color%22%93}\u00a0\u00bb custom_css_blurb_content_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_css_blurb_content_tablet=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb custom_css_blurb_content_phone=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb]2.1[\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]En 2024, les projecteurs se tournent vers l’int\u00e9rieur pour les marques et les entreprises qui cherchent \u00e0 \u00e9lever et \u00e0 am\u00e9liorer leurs strat\u00e9gies de communication interne. <\/p>\n

Les dirigeants sont conscients de la n\u00e9cessit\u00e9 de cultiver une culture d’entreprise forte et investissent dans le d\u00e9veloppement et la consolidation de programmes et d’initiatives internes. Leur succ\u00e8s d\u00e9pend de la strat\u00e9gie de d\u00e9ploiement. Les d\u00e9fis auxquels est confront\u00e9 un public interne sont les m\u00eames que ceux rencontr\u00e9s lors d\u2019une campagne externe : capter l’attention, induire un changement de comportement et susciter un v\u00e9ritable int\u00e9r\u00eat. Les experts en communication devront appliquer leurs strat\u00e9gies de campagne externe en interne pour captiver et engager les employ\u00e9s, en particulier apr\u00e8s la p\u00e9riode de la grande d\u00e9mission. <\/p>\n

Attendez-vous \u00e0 une pouss\u00e9e de cr\u00e9ativit\u00e9 dans tous les domaines, qu’il s’agisse d’une invitation m\u00e9morable en vue d’une prochaine r\u00e9union, d’un rappel surprenant pour une nouvelle conf\u00e9rence de diversit\u00e9, \u00e9quit\u00e9 et inclusion (DEI) ou d’une campagne interne convaincante qui encourage la vigilance \u00e0 l’\u00e9gard de la cybers\u00e9curit\u00e9. Au fur et \u00e0 mesure que les entreprises s’adapteront \u00e0 ce changement, nous verrons \u00e9galement appara\u00eetre le d\u00e9sir de cr\u00e9er des identit\u00e9s visuelles uniques pour elles. Ce sera un d\u00e9fi int\u00e9ressant \u00e0 relever pour les designers et experts en communication. [\/et_pb_text][et_pb_blurb title=\u00a0\u00bbBhavika Kateja\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/trends.national.ca\/report-2024\/wp-content\/uploads\/sites\/6\/2023\/12\/bhavika-kateja.jpg\u00a0\u00bb alt=\u00a0\u00bbauthor\u00a0\u00bb admin_label=\u00a0\u00bbArticle author\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ hover_enabled=\u00a0\u00bb0″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22,%22body_text_color%22%93}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0″]Conseill\u00e8re, Leader influenceur[\/et_pb_blurb][et_pb_blurb title=\u00a0\u00bbTrina Tucker\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/trends.national.ca\/report-2024\/wp-content\/uploads\/sites\/6\/2023\/12\/trina-tucker.jpg\u00a0\u00bb alt=\u00a0\u00bbauthor\u00a0\u00bb admin_label=\u00a0\u00bbArticle author\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22,%22body_text_color%22%93}\u00a0\u00bb]directrice de la cr\u00e9ation[\/et_pb_blurb][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_5,3_5,1_5″ admin_label=\u00a0\u00bbUtilisez la vid\u00e9o comme si vous \u00e9tiez en 1929 \u00a0\u00bb module_id=\u00a0\u00bb-2″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb9b4469be-b743-4fae-a5ac-364b1bd3e89f\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22background_color%22%93}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_5″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_blurb title=\u00a0\u00bbUtilisez la vid\u00e9o comme si vous \u00e9tiez en 1929 \u00a0\u00bb admin_label=\u00a0\u00bbArticle title\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbd9751dcc-c94a-40dc-984b-a915a45e2e43″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22body_text_color%22,%22body_text_color%22%93}\u00a0\u00bb custom_css_blurb_content_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_css_blurb_content_tablet=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb custom_css_blurb_content_phone=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb]2.2[\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]Ce n\u2019est pas un hasard si vous voyez d\u00e9filer de plus en plus de contenu vid\u00e9o. Toutes les entit\u00e9s pr\u00e9sentes sur le Web cherchent \u00e0 capter votre attention. La vid\u00e9o est l\u2019outil par excellence, stimulant g\u00e9n\u00e9reusement vos sens au-del\u00e0 d\u2019une simple image ou un bloc de texte. <\/p>\n

La vid\u00e9o prend de l\u2019ampleur et risque d\u2019exploser en popularit\u00e9 avec l\u2019av\u00e8nement de l\u2019intelligence artificielle. Nous pouvons cr\u00e9er, manipuler et transformer des images en mouvement \u00e0 partir d\u2019une simple ligne de texte et d\u2019un clic. <\/p>\n

\u202fSi l\u2019intelligence artificielle brille par sa facilit\u00e9 et son efficacit\u00e9, elle fait n\u00e9anmoins de l\u2019ombre au sentiment d\u2019authenticit\u00e9. Ironiquement, ce ph\u00e9nom\u00e8ne ouvre la porte \u00e0 une forme de diffusion presque centenaire qui se distingue aujourd\u2019hui par son int\u00e9grit\u00e9 et sa v\u00e9racit\u00e9 : la diffusion en direct. <\/p>\n

Il y a quelque chose de visc\u00e9ral dans l\u2019id\u00e9e d\u2019assister au moment o\u00f9 une information se d\u00e9voile pour la premi\u00e8re fois sous nos yeux, simultan\u00e9ment. Cette interaction facilite un lien de confiance contrairement \u00e0 un message pr\u00e9enregistr\u00e9, d\u00e9finitif et rediffus\u00e9. <\/p>\n

Inviter son auditoire \u00e0 vivre un moment en direct comporte risques, spontan\u00e9it\u00e9 et f\u00e9brilit\u00e9, mais permet \u00e9galement de cr\u00e9er une proximit\u00e9 r\u00e9ciproque, personnelle et m\u00e9morable. <\/p>\n

Le terme \u00aben temps r\u00e9el\u00bb n\u2019aura jamais \u00e9t\u00e9 aussi r\u00e9v\u00e9lateur. [\/et_pb_text][et_pb_blurb title=\u00a0\u00bbCarlos-David Donoso\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/trends.national.ca\/report-2024\/wp-content\/uploads\/sites\/6\/2023\/12\/carlos-david-donoso.jpg\u00a0\u00bb alt=\u00a0\u00bbauthor\u00a0\u00bb admin_label=\u00a0\u00bbArticle author\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22,%22body_text_color%22%93}\u00a0\u00bb]designer multiplateforme, Solutions int\u00e9gr\u00e9es et positionnement de marque[\/et_pb_blurb][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_5,3_5,1_5″ admin_label=\u00a0\u00bbLa fermeture de dizaines de journaux locaux \u00a0\u00bb module_id=\u00a0\u00bb-3″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb9b4469be-b743-4fae-a5ac-364b1bd3e89f\u00a0\u00bb collapsed=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22background_color%22%93}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_5″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_blurb title=\u00a0\u00bbLa fermeture de dizaines de journaux locaux \u00a0\u00bb admin_label=\u00a0\u00bbArticle title\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbd9751dcc-c94a-40dc-984b-a915a45e2e43″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22body_text_color%22,%22body_text_color%22%93}\u00a0\u00bb custom_css_blurb_content_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_css_blurb_content_tablet=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb custom_css_blurb_content_phone=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb]2.3[\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]Le paysage canadien de l’information est confront\u00e9 \u00e0 une crise qui menace les mod\u00e8les de revenus traditionnels. Les \u00e9diteurs de presse locale ont d\u00fb s’adapter aux attentes de l’industrie et du march\u00e9, en passant d’un mod\u00e8le purement bas\u00e9 sur le CPM (co\u00fbt par millier d’impressions) \u00e0 un mod\u00e8le de revenu hybride bas\u00e9 sur le CPM et les abonnements, ce qui pr\u00e9sente des exigences d’investissement consid\u00e9rables pour les \u00e9diteurs. <\/p>\n

Les g\u00e9ants de la technologie, comme Google et Meta, aggravent ces difficult\u00e9s en d\u00e9tournant des \u00e9diteurs des ressources publicitaires essentielles en raison de leur retour sur investissement attrayant et de leurs r\u00e9sultats mesurables. Cette concurrence transforme la perception des annonceurs sur la valeur des d\u00e9penses m\u00e9diatiques. <\/p>\n

La diminution des recettes publicitaires oblige de nombreuses r\u00e9dactions locales \u00e0 r\u00e9duire leurs activit\u00e9s en alignant les co\u00fbts sur la diminution des recettes. Alors que la concurrence pour les audiences s’intensifie, ce recul devient une strat\u00e9gie de survie. Malheureusement, cette tendance se poursuivra, voire s\u2019intensifiera, en 2024. Les cons\u00e9quences sont consid\u00e9rables : moins de sources d’informations locales pour couvrir les sujets ax\u00e9s sur la communaut\u00e9, une lacune que les \u00e9diteurs nationaux et internationaux ne combleront probablement pas, ce qui pourrait conduire \u00e0 un public moins inform\u00e9 sur les questions locales en dehors des grands centres urbains. [\/et_pb_text][et_pb_blurb title=\u00a0\u00bbShawn Lowe\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/trends.national.ca\/report-2024\/wp-content\/uploads\/sites\/6\/2023\/12\/shawn-lowe.jpg\u00a0\u00bb alt=\u00a0\u00bbauthor\u00a0\u00bb admin_label=\u00a0\u00bbArticle author\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22,%22body_text_color%22%93}\u00a0\u00bb]pr\u00e9sident de Time & Space Media[\/et_pb_blurb][et_pb_blurb title=\u00a0\u00bbEric Aach\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/trends.national.ca\/report-2024\/wp-content\/uploads\/sites\/6\/2023\/12\/eric-aach.jpg\u00a0\u00bb alt=\u00a0\u00bbauthor\u00a0\u00bb admin_label=\u00a0\u00bbArticle author\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22,%22body_text_color%22%93}\u00a0\u00bb]conseiller principal, Solutions int\u00e9gr\u00e9es et Positionnement de marque[\/et_pb_blurb][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_5,3_5,1_5″ admin_label=\u00a0\u00bbDe \u00ab\u202fgirl math\u202f\u00bb \u00e0 l’avis m\u00e9dical \u00a0\u00bb module_id=\u00a0\u00bb-4″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb9b4469be-b743-4fae-a5ac-364b1bd3e89f\u00a0\u00bb collapsed=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22background_color%22%93}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_5″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_blurb title=\u00a0\u00bbDe \u00ab\u202fgirl math\u202f\u00bb \u00e0 l’avis m\u00e9dical : l’influence transformatrice de TikTok sur la g\u00e9n\u00e9ration Z et les pratiques de relations publiques \u00a0\u00bb admin_label=\u00a0\u00bbArticle title\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbd9751dcc-c94a-40dc-984b-a915a45e2e43″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22body_text_color%22,%22body_text_color%22%93}\u00a0\u00bb custom_css_blurb_content_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_css_blurb_content_tablet=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb custom_css_blurb_content_phone=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb]2.4[\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Des expressions comme \u00ab\u202fgirl math\u202f\u00bb, \u00ab\u202frizz\u202f\u00bb ou \u00ab\u202fcanon events\u202f\u00bb sont-elles ressorties dans vos conversations r\u00e9centes? Si c\u2019est le cas, l’omnipr\u00e9sence de TikTok ne vous a manifestement pas \u00e9chapp\u00e9. Que vous appr\u00e9ciiez ou non la plateforme, il est ind\u00e9niable qu’elle fait partie du zeitgeist. Un quart des adultes<\/a> de la g\u00e9n\u00e9ration Z passent plus d’une heure par jour sur TikTok, ce qui influence certainement les mentalit\u00e9s, les comportements et les d\u00e9cisions d’achat de cette g\u00e9n\u00e9ration ainsi que leurs choix en mati\u00e8re de divertissement et d’informations fiables. De plus, la majorit\u00e9 des membres de cette g\u00e9n\u00e9ration pr\u00e9f\u00e8rent TikTok<\/a> \u00e0 Google pour leurs recherches, y compris pour des conseils m\u00e9dicaux.<\/p>\n

En 2024, TikTok continuera \u00e0 gagner en popularit\u00e9, en utilisation et en influence, et continuera \u00e0 modifier de mani\u00e8re importante la fa\u00e7on dont les relationnistes ont historiquement d\u00e9fini l’influence du \u00ab\u202fbouche-\u00e0-oreille\u202f\u00bb. En tant qu’experts en relations publiques, nous conseillerons nos clients sur la fa\u00e7on dont ils peuvent tirer parti de la plateforme de mani\u00e8re strat\u00e9gique et authentique pour atteindre \u00e0 la fois la g\u00e9n\u00e9ration Z et les mill\u00e9niaux, tout en restant fid\u00e8les \u00e0 leur marque.<\/p>\n

[\/et_pb_text][et_pb_blurb title=\u00a0\u00bbMeaghan Beech\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/trends.national.ca\/report-2024\/wp-content\/uploads\/sites\/6\/2023\/12\/meaghan-beech.jpg\u00a0\u00bb alt=\u00a0\u00bbauthor\u00a0\u00bb admin_label=\u00a0\u00bbArticle author\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22,%22body_text_color%22%93}\u00a0\u00bb]<\/p>\n

Chef de cabinet et directrice principale, Marketing<\/p>\n

[\/et_pb_blurb][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=\u00a0\u00bb1_5,3_5,1_5″ admin_label=\u00a0\u00bbAmbassadeurs de marque : promouvoir l’authenticit\u00e9 et la confiance \u00a0\u00bb module_id=\u00a0\u00bb-5″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb9b4469be-b743-4fae-a5ac-364b1bd3e89f\u00a0\u00bb collapsed=\u00a0\u00bbon\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-65df2117-84a5-4823-b20b-89340936cdbb%22:%91%22background_color%22%93}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb1_5″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_column][et_pb_column type=\u00a0\u00bb3_5″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_blurb title=\u00a0\u00bbAmbassadeurs de marque : promouvoir l’authenticit\u00e9 et la confiance \u00a0\u00bb admin_label=\u00a0\u00bbArticle title\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbd9751dcc-c94a-40dc-984b-a915a45e2e43″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22header_text_color%22%93,%22gcid-dfab4703-a011-451d-9ff9-421dc38a5aeb%22:%91%22body_text_color%22,%22body_text_color%22%93}\u00a0\u00bb custom_css_blurb_content_last_edited=\u00a0\u00bbon|desktop\u00a0\u00bb custom_css_blurb_content_tablet=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb custom_css_blurb_content_phone=\u00a0\u00bbmargin-bottom:0.5em;\u00a0\u00bb]<\/p>\n

2.5<\/p>\n

[\/et_pb_blurb][et_pb_text _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n

Le marketing d’influence a connu une pouss\u00e9e des partenariats de marque \u00e0 long terme ou des ambassadeurs de marque.<\/p>\n

En fait, 92 % des consommateurs<\/a> font confiance aux recommandations du bouche-\u00e0-oreille plut\u00f4t qu’\u00e0 toute autre forme de publicit\u00e9. Les marques cherchent donc \u00e0 \u00e9tablir des liens authentiques et durables avec leur public par l’interm\u00e9diaire d’ambassadeurs, cr\u00e9ant une relation b\u00e9n\u00e9fique mutuelle. Les marques deviennent un \u00e9l\u00e9ment de confiance du contenu de l’influenceur, tandis que les influenceurs pr\u00e9servent leur authenticit\u00e9 aupr\u00e8s de leur public en soutenant r\u00e9guli\u00e8rement une marque en laquelle ils croient.<\/p>\n

Plus concr\u00e8tement, les partenariats \u00e0 long terme peuvent r\u00e9duire la charge administrative li\u00e9e \u00e0 l’identification et \u00e0 la n\u00e9gociation avec des cr\u00e9ateurs de contenu compatibles avec la marque. Les programmes peuvent \u00e9galement aller au-del\u00e0 du contenu en ligne. Par exemple, Lululemon est fier de son programme dans le cadre duquel ses ambassadeurs locaux organisent des \u00e9v\u00e9nements, proposent des formations et s’engagent aupr\u00e8s de leur communaut\u00e9, ce qui permet d’\u00e9tablir un lien authentique et local avec la marque et les produits.<\/p>\n

Cette tendance marque une rupture avec les partenariats ponctuels et transactionnels et souligne l’importance d’instaurer la confiance et la cr\u00e9dibilit\u00e9 au fil du temps, tout en r\u00e9pondant au d\u00e9sir d’authenticit\u00e9 des consommateurs.<\/p>\n

[\/et_pb_text][et_pb_blurb title=\u00a0\u00bbTanya DiPenta\u00a0\u00bb image=\u00a0\u00bbhttps:\/\/trends.national.ca\/report-2024\/wp-content\/uploads\/sites\/6\/2023\/12\/tanya-dipenta.jpg\u00a0\u00bb alt=\u00a0\u00bbauthor\u00a0\u00bb admin_label=\u00a0\u00bbArticle author\u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bb78dedf04-0aa8-467b-a8fe-b4aa8d215f17″ saved_tabs=\u00a0\u00bball\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-475f93d8-28bf-4ac3-925e-687b517721ec%22:%91%22header_text_color%22,%22body_text_color%22,%22header_text_color%22,%22body_text_color%22%93}\u00a0\u00bb]<\/p>\n

vice-pr\u00e9sidente adjointe, Marketing et Chef de la direction client<\/p>\n

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La<\/p>\n
suite<\/div>\n<\/h2>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=\u00a0\u00bb1_2″ _builder_version=\u00a0\u00bb4.23.1″ _module_preset=\u00a0\u00bbde895cf5-5c99-4945-831c-4e0ee228f01f\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb custom_css_main_element_last_edited=\u00a0\u00bbon|phone\u00a0\u00bb][et_pb_blurb title=\u00a0\u00bbCommunication num\u00e9rique \u00a0\u00bb use_icon=\u00a0\u00bbon\u00a0\u00bb font_icon=\u00a0\u00bb$||divi||400″ admin_label=\u00a0\u00bbCommunication num\u00e9rique \u00a0\u00bb _builder_version=\u00a0\u00bb4.23.1″ _dynamic_attributes=\u00a0\u00bblink_option_url\u00a0\u00bb _module_preset=\u00a0\u00bbe99e1f4e-0799-4989-aad3-462a6159db40″ link_option_url=\u00a0\u00bb@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9saW5rX3VybF9wYWdlIiwic2V0dGluZ3MiOnsicG9zdF9pZCI6IjU5NCJ9fQ==@\u00a0\u00bb background_video_mp4__hover=\u00a0\u00bbhttps:\/\/trends.national.ca\/report-2024\/wp-content\/uploads\/sites\/6\/2023\/12\/thumb-digital-comms.mp4″ saved_tabs=\u00a0\u00bball\u00a0\u00bb locked=\u00a0\u00bboff\u00a0\u00bb global_colors_info=\u00a0\u00bb{%22gcid-501131fe-da2e-42ca-bcf5-7ab8f8fc175e%22:%91%22background_color%22%93,%22gcid-84afb725-720d-4542-97d0-30cd53872d40%22:%91%22header_text_color%22,%22body_text_color%22,%22icon_color%22,%22header_text_color%22,%22body_text_color%22,%22icon_color%22%93}\u00a0\u00bb font_icon__hover_enabled=\u00a0\u00bboff|desktop\u00a0\u00bb font_icon__hover=\u00a0\u00bb&||divi||400″]<\/p>\n

3.0<\/div>\n

De la transformation des m\u00e9dias sociaux au Canada \u00e0 la planification strat\u00e9gique, chaque tendance offre des perspectives utiles pour guider vos interactions en ligne dans un environnement num\u00e9rique en constante \u00e9volution. [\/et_pb_blurb][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"

2.0Image de marqueet marketing2.12.22.32.42.52.1En 2024, les projecteurs se tournent vers l’int\u00e9rieur pour les marques et les entreprises qui cherchent \u00e0 \u00e9lever et \u00e0 am\u00e9liorer leurs strat\u00e9gies de communication interne. Les dirigeants sont conscients de la n\u00e9cessit\u00e9 de cultiver une culture d’entreprise forte et investissent dans le d\u00e9veloppement et la consolidation de programmes et d’initiatives internes. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"class_list":["post-728","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"\nImage de marque et marketing - Rapport des tendances de 2024<\/title>\n<meta name=\"description\" content=\"Nous examinons les strat\u00e9gies et les outils utilis\u00e9s par les entreprises en 2024 pour captiver leur public, \u00e9tablir une pr\u00e9sence de marque m\u00e9morable et assurer sa long\u00e9vit\u00e9.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/trends.national.ca\/report-2024\/fr\/image-de-marque-et-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Image de marque et marketing\" \/>\n<meta property=\"og:description\" content=\"Nous examinons les strat\u00e9gies et les outils utilis\u00e9s par les entreprises en 2024 pour captiver leur public, \u00e9tablir une pr\u00e9sence de marque m\u00e9morable et assurer sa long\u00e9vit\u00e9.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/trends.national.ca\/report-2024\/fr\/image-de-marque-et-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Rapport des tendances de 2024\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-17T21:56:52+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/trends.national.ca\/report-2024\/wp-content\/uploads\/sites\/6\/2024\/01\/OG-image-branding-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data1\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/trends.national.ca\\\/report-2024\\\/fr\\\/image-de-marque-et-marketing\\\/\",\"url\":\"https:\\\/\\\/trends.national.ca\\\/report-2024\\\/fr\\\/image-de-marque-et-marketing\\\/\",\"name\":\"Image de marque et marketing - 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