{"id":25742,"date":"2020-01-22T14:20:59","date_gmt":"2020-01-22T13:20:59","guid":{"rendered":"https:\/\/academy.visiplus.com\/blog\/?p=25742"},"modified":"2020-01-24T18:54:45","modified_gmt":"2020-01-24T17:54:45","slug":"guide-communication-plurimedia","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/actus-blog\/guide-communication-plurimedia-2020-01-22","title":{"rendered":"Guide Communication plurim\u00e9dia :  4 \u00e9tapes cl\u00e9s pour int\u00e9grez efficacement le digital \u00e0 votre strat\u00e9gie de communication"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">En 2017, les investissements m\u00e9dias sur Internet ont d\u00e9pass\u00e9 pour la premi\u00e8re fois ceux de la t\u00e9l\u00e9vision. <br>Cet \u00e9v\u00e9nement historique dans le monde de la communication traduit la r\u00e9volution en cours dans les usages et ent\u00e9rine la n\u00e9cessit\u00e9 de s\u2019adapter \u00e0 cette nouvelle donne num\u00e9rique.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Qui sont les acteurs clefs ? <br>Comment int\u00e9grer les leviers num\u00e9riques au sein des actions de communication ?<br>Quelles synergies est-il possible de mettre en \u0153uvre entre les canaux on-line et off-line ? Comment gagner en efficacit\u00e9 gr\u00e2ce \u00e0 ces strat\u00e9gies multicanales ? Quels pi\u00e8ges faut-il \u00e9viter ? <br>Comment piloter la performance des dispositifs de communication cross-m\u00e9dia ?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">R\u00e9aliser votre plan de communication en suivant ces 4 \u00e9tapes vous permettra de d\u00e9finir, \u00e9laborer et mettre en \u0153uvre des strat\u00e9gies de communication multicanales performantes gr\u00e2ce aux synergies d\u00e9velopp\u00e9es entre les m\u00e9dias on et off-line.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u00c9TAPE 1<\/strong>D\u00c9TERMINER VOS OBJECTIFS STRAT\u00c9GIQUES<br><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>A. PRINCIPAUX OBJECTIFS DE LA COM-MUNICATION<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"553\" height=\"536\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/ObjectifCommunication.jpg\" alt=\"Objectif Communication\" class=\"wp-image-25743\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/ObjectifCommunication.jpg 553w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/ObjectifCommunication-300x291.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/ObjectifCommunication-360x349.jpg 360w\" sizes=\"auto, (max-width: 553px) 100vw, 553px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>B. RAPPEL METHODO-LOGIQUE<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"963\" height=\"662\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/RappelMethodologique.jpg\" alt=\"Rappel M\u00e9thodologique\" class=\"wp-image-25744\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/RappelMethodologique.jpg 963w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/RappelMethodologique-300x206.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/RappelMethodologique-768x528.jpg 768w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/RappelMethodologique-360x247.jpg 360w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>C. QUATRE COMPOSANTES DE LA REFLEXION STRATEGIQUE<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"615\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/ReflexionStrategique-1024x615.png\" alt=\"R\u00e9flexion Strat\u00e9gique\" class=\"wp-image-25745\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/ReflexionStrategique-1024x615.png 1024w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/ReflexionStrategique-300x180.png 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/ReflexionStrategique-768x462.png 768w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/ReflexionStrategique-360x216.png 360w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/ReflexionStrategique.png 1055w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>D. ETUDE DE CAS LE COQ SPORTIF<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"622\" height=\"426\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/CoqSportif.png\" alt=\"Coq Sportif\" class=\"wp-image-25746\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/CoqSportif.png 622w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/CoqSportif-300x205.png 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/CoqSportif-360x247.png 360w\" sizes=\"auto, (max-width: 622px) 100vw, 622px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>E. D\u00c9FINITION DES CIBLES <\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1005\" height=\"681\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/definitioncible.jpg\" alt=\"D\u00e9finition Cible\" class=\"wp-image-26171\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/definitioncible.jpg 1005w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/definitioncible-300x203.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/definitioncible-768x520.jpg 768w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/definitioncible-360x244.jpg 360w\" sizes=\"auto, (max-width: 1005px) 100vw, 1005px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>F. CIBLES VS POINTS DE CONTACT<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">La carte d\u2019empathie permet de mieux comprendre les cibles afin de d\u00e9terminer leurs probl\u00e9matiques et besoins<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1005\" height=\"665\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/PointsDeContact.jpg\" alt=\"Points de contact\" class=\"wp-image-25748\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/PointsDeContact.jpg 1005w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/PointsDeContact-300x199.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/PointsDeContact-768x508.jpg 768w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/PointsDeContact-360x238.jpg 360w\" sizes=\"auto, (max-width: 1005px) 100vw, 1005px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">\u00c9TAPE 2 : ACTIVER LES LEVIERS NUM\u00c9RIQUES PERTINENTS<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>A. PRINCIPAUX LEVIERS NUM\u00c9RIQUES<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"659\" height=\"495\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/LeviersNumeriques.jpg\" alt=\"Leviers num\u00e9riques\" class=\"wp-image-25749\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/LeviersNumeriques.jpg 659w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/LeviersNumeriques-300x225.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/LeviersNumeriques-360x270.jpg 360w\" sizes=\"auto, (max-width: 659px) 100vw, 659px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>B. PRINCIPAUX FORMATS PUBLICITAIRES<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"659\" height=\"664\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/formatspublicitaire.jpg\" alt=\"Formats Publicitaire\" class=\"wp-image-26170\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/formatspublicitaire.jpg 659w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/formatspublicitaire-150x150.jpg 150w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/formatspublicitaire-298x300.jpg 298w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/formatspublicitaire-360x363.jpg 360w\" sizes=\"auto, (max-width: 659px) 100vw, 659px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>B.1 DIPLAY &amp; BANNERS \/VID\u00c9OS\/MOBILES <\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"729\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/DiplayBanners-1024x729.jpg\" alt=\"Diplay banners\" class=\"wp-image-25751\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/DiplayBanners-1024x729.jpg 1024w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/DiplayBanners-300x214.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/DiplayBanners-768x547.jpg 768w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/DiplayBanners-360x256.jpg 360w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/DiplayBanners.jpg 1028w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>B.2 NATIVE ADVERTISING<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"660\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/NativeAdvertising-1024x660.png\" alt=\"Native Advertising\" class=\"wp-image-25752\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/NativeAdvertising-1024x660.png 1024w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/NativeAdvertising-300x193.png 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/NativeAdvertising-768x495.png 768w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/NativeAdvertising-360x232.png 360w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/NativeAdvertising.png 1092w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>B.3 OP\u00c9RATIONS SP\u00c9CIALES<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Formats mixtes non standards con\u00e7us par les m\u00e9dias pour attirer l\u2019attention des internautes par leur caract\u00e8re \u00e9v\u00e9nementiel.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"685\" height=\"331\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/OperationSpeciale.jpg\" alt=\"Op\u00e9ration sp\u00e9ciale\" class=\"wp-image-25753\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/OperationSpeciale.jpg 685w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/OperationSpeciale-300x145.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/OperationSpeciale-360x174.jpg 360w\" sizes=\"auto, (max-width: 685px) 100vw, 685px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>B.4 <\/strong> Google ads <\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"680\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/Adword-1024x680.jpg\" alt=\"Adword\" class=\"wp-image-25754\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/Adword-1024x680.jpg 1024w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/Adword-300x199.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/Adword-768x510.jpg 768w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/Adword-360x239.jpg 360w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/Adword.jpg 1034w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>B.5 SOCIAL ADS<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"text-align:center\">Formats publicitaires sur les plateformes sociales<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1003\" height=\"510\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/SocialAds.jpg\" alt=\"Social Ads\" class=\"wp-image-25755\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/SocialAds.jpg 1003w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/SocialAds-300x153.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/SocialAds-768x391.jpg 768w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/SocialAds-360x183.jpg 360w\" sizes=\"auto, (max-width: 1003px) 100vw, 1003px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>C. LISTER LES LEVIERS LES PLUS PERFORMANTS PAR OBJECTIFS <\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"612\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/LeviersParObjectif-1024x612.png\" alt=\"Leviers par objectif\" class=\"wp-image-25756\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/LeviersParObjectif-1024x612.png 1024w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/LeviersParObjectif-300x179.png 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/LeviersParObjectif-768x459.png 768w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/LeviersParObjectif-360x215.png 360w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/LeviersParObjectif.png 1075w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">\u00c9TAPE 3 D\u00c9FINIR LA STRAT\u00c9GIE \u00c0 ADOPTER<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>A. DEUX POSSIBILITES DE STRAT\u00c9GIE MEDIA <\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Dans une campagne de communication, la strat\u00e9gie m\u00e9dia correspond au <strong>choix effectu\u00e9 entre les diff\u00e9rents m\u00e9dias pour diffuser un message<\/strong>. Elle repose sur une analyse des objectifs de communication, une prise en compte des m\u00e9dias disponibles et de leur capacit\u00e9 ou non \u00e0 atteindre la cible.*<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans le contexte publicitaire, la notion de strat\u00e9gie m\u00e9dia fait r\u00e9f\u00e9rence \u00e0 <strong>la fa\u00e7on dont on optimise les investissements publicitaires&nbsp;en jouant sur les sp\u00e9cificit\u00e9s de chaque m\u00e9dia publicitaire<\/strong> et sur leurs effets de compl\u00e9mentarit\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"> Il existe deux types de strat\u00e9gies m\u00e9dias permettant de d\u00e9velopper plus ou moins de synergies entre les diff\u00e9rents leviers : <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Le plurim\u00e9dia<\/li><li>Le cross-m\u00e9dia <\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>B.1 STRAT\u00c9GIE PLURI-MEDIA<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Le <strong>plurim\u00e9dia<\/strong> <strong>d\u00e9signe le fait pour une campagne publicitaire d\u2019utiliser simultan\u00e9ment plusieurs m\u00e9dias<\/strong> (TV, Presse, Radio, etc.) pour diffuser un m\u00eame message publicitaire.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"953\" height=\"577\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/StrategiePluriMedia.jpg\" alt=\"Strat\u00e9gie pluri-m\u00e9dia\" class=\"wp-image-25757\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/StrategiePluriMedia.jpg 953w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/StrategiePluriMedia-300x182.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/StrategiePluriMedia-768x465.jpg 768w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/StrategiePluriMedia-360x218.jpg 360w\" sizes=\"auto, (max-width: 953px) 100vw, 953px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>B.2 STRAT\u00c9GIE CROSS-MEDIA<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Le <strong>cross m\u00e9dia<\/strong> <strong>est le principe de la<\/strong> <strong>mise en r\u00e9seau des m\u00e9dias utilis\u00e9s en fonction de leurs sp\u00e9cificit\u00e9s <\/strong>pour toucher des cibles diff\u00e9rentes ou faire na\u00eetre de leurs interactions des synergies et ainsi augmenter l\u2019efficacit\u00e9 des campagnes publicitaires.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"672\" height=\"380\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/CrossMedia.png\" alt=\"Cross Media\" class=\"wp-image-25758\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/CrossMedia.png 672w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/CrossMedia-300x170.png 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/CrossMedia-360x204.png 360w\" sizes=\"auto, (max-width: 672px) 100vw, 672px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>B.3 QUATRE SC\u00c9NARII POSSIBLES<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"724\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/quatrescenarii-1024x724.jpg\" alt=\"Quatre Scenarii\" class=\"wp-image-26168\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/quatrescenarii-1024x724.jpg 1024w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/quatrescenarii-300x212.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/quatrescenarii-768x543.jpg 768w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/quatrescenarii-360x254.jpg 360w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/quatrescenarii.jpg 1027w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">\u00c9TAPE 4 METTRE EN OEUVRE VOTRE DISPOSITIF DE COMMUNICATION DIGITALE<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>A. CR\u00c9ER VOTRE PLAN MEDIA<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Le plan m\u00e9dia est un document qui regroupe l\u2019ensemble des insertions publicitaires pr\u00e9vues dans les supports et m\u00e9dias choisis pour une campagne publicitaire. Il se pr\u00e9sente le plus souvent sous forme d\u2019un calendrier de campagne comprenant les dates ou p\u00e9riodes d\u2019insertions et les supports utilis\u00e9s.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"890\" height=\"593\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/PlanMedia.png\" alt=\"Plan Media\" class=\"wp-image-25760\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/PlanMedia.png 890w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/PlanMedia-300x200.png 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/PlanMedia-768x512.png 768w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/PlanMedia-360x240.png 360w\" sizes=\"auto, (max-width: 890px) 100vw, 890px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>B. INT\u00c9GRER LE DIGITAL : LES AD-EXCHANGE<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">De nouveaux interm\u00e9diaires digitaux , les Ad-Exchange, concurrencent les r\u00e9gies publicitaires et les agences m\u00e9dias. Ils illustrent la plateformisation du march\u00e9 publicitaire.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un Ad-exchange est une place de march\u00e9 qui permet l\u2019achat et la vente d\u2019espace publicitaires en ligne en temps r\u00e9el (ou RTB, Real Time Biding), pour tout type de format entre annonceurs (et leur agence m\u00e9dias) et \u00e9diteurs de sites (ou leur r\u00e9gie).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il permet aux acheteurs d\u2019espaces (annonceurs ou agences) et aux offreurs (\u00e9diteurs ou r\u00e9gies) de confronter en temps r\u00e9el l\u2019offre et la demande publicitaires et d\u2019automatiser la vente et l\u2019achat des espaces publicitaires, mais aussi l\u2019impl\u00e9mentation des campagnes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette automatisation permet une r\u00e9duction des co\u00fbts de fonctionnement non n\u00e9gligeable (commissions inf\u00e9rieures aux r\u00e9vise traditionnelles), et une rapidit\u00e9 in\u00e9gal\u00e9e qui permet m\u00eame la diffusion des campagnes en temps r\u00e9el.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>B.1 ECOSYSTEME DES AD-EXCHANGE<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"714\" height=\"479\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/AdExchange.png\" alt=\"Ad Exchange\" class=\"wp-image-25761\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/AdExchange.png 714w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/AdExchange-300x201.png 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/AdExchange-360x242.png 360w\" sizes=\"auto, (max-width: 714px) 100vw, 714px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>B.2 FONCTION-NEMENT DES AD-EXCHANGE<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"397\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/FonctionnementAdExchange.png\" alt=\"Fonctionnement Ad Exchange\" class=\"wp-image-25762\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/FonctionnementAdExchange.png 700w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/FonctionnementAdExchange-300x170.png 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/FonctionnementAdExchange-360x204.png 360w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>C. IDENTIFIER ET S\u00c9LECTIONNER VOTRE STRAT\u00c9GIQUE DE CIBLAGE<\/strong><\/h3>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"645\" height=\"399\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/StrategieCiblage.png\" alt=\"Strat\u00e9gie ciblage\" class=\"wp-image-25763\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/StrategieCiblage.png 645w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/StrategieCiblage-300x186.png 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/StrategieCiblage-360x223.png 360w\" sizes=\"auto, (max-width: 645px) 100vw, 645px\" \/><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>D. D\u00c9FINIR VOTRE BUDGET : MODALITES D\u2019ACHAT DES LEVIERS PUBLICITAIRES<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CPM (Co\u00fbt&nbsp;Pour Mille)<\/strong> : Lorsqu\u2019une entreprise n\u2019est pas encore connue de sa cible, elle souhaite alors propager&nbsp;sa marque, ses produits pour mieux attirer l\u2019attention. Elle optera alors pour une campagne de branding calcul\u00e9e au co\u00fbt&nbsp;pour mille impressions consistant \u00e0 acheter un volume de messages publicitaires diffus\u00e9s. Ce mode a un ROI faible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CPC (Co\u00fbt Par Clics) <\/strong>:<strong> <\/strong>Une fois que l\u2019attention est capt\u00e9e, la marque va chercher \u00e0 mettre en place des campagnes plus performantes en terme de ROI. Elle paye pour chaque clic qu\u2019elle que soit le nombre de formats diffus\u00e9s. Le nombre de clic souhait\u00e9s et le montant pr\u00e9d\u00e9fini de chaque clic permettra de d\u00e9terminer le&nbsp;budget \u00e0 pr\u00e9voir pour l\u2019ensemble de la campagne.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CPL (Co\u00fbt Par Lead) <\/strong>: Afin de recruter des prospects au meilleur co\u00fbt, l\u2019annonceur peut mettre en place des campagnes destin\u00e9es \u00e0 obtenir ses coordonn\u00e9es via g\u00e9n\u00e9ralement le remplissage d\u2019un formulaire ou un appel t\u00e9l\u00e9phonique (call back), cons\u00e9cutif \u00e0 un clic sur un levier (display, e-mail, etc.). Il paye pour chaque formulaire rempli dans le cas pr\u00e9sent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CPA (Co\u00fbt Par Acquisition) <\/strong>: L\u2019annonceur ne paye que lorsque le prospect effectue une action (achat, demande de devis, etc.) en fonction d\u2019un montant pr\u00e9d\u00e9termin\u00e9<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>E. FIXER VOS OBJECTIFS AVEC R\u00c9ALISME : LA M\u00c9THODE S.M.A.R.T<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>S.M.A.R.T. <\/strong>(intelligent en anglais) est un moyen m\u00e9motechnique permettant de d\u00e9crire les objectifs que l\u2019on veut exprimer de fa\u00e7on la plus claire, la plus simple \u00e0 comprendre et pour lesquels les r\u00e9sultats sont r\u00e9alisables. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"655\" height=\"281\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/ObjectifMethodeSMART.png\" alt=\"Objectif m\u00e9thode SMART\" class=\"wp-image-25765\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/ObjectifMethodeSMART.png 655w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/ObjectifMethodeSMART-300x129.png 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2020\/01\/ObjectifMethodeSMART-360x154.png 360w\" sizes=\"auto, (max-width: 655px) 100vw, 655px\" \/><\/figure><\/div>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"text-align:center\"><strong>Retrouver nos guides sur <a href=\"https:\/\/academy.visiplus.com\/ressources.php\">Visiplus academy<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En 2017, les investissements m\u00e9dias sur Internet ont d\u00e9pass\u00e9 pour la premi\u00e8re fois ceux de la t\u00e9l\u00e9vision. Cet \u00e9v\u00e9nement historique dans le monde de la communication traduit la r\u00e9volution en cours dans les usages et&#8230;<\/p>\n","protected":false},"author":21,"featured_media":26065,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[163],"tags":[764,1065,758,1222],"class_list":["post-25742","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actus-blog","tag-actions-de-communication","tag-bien-integrer-le-digital-dans-sa-strategie-de-communication-plurimedia","tag-communication","tag-formation-communication-digitale"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.9-RC5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Guide Communication plurim\u00e9dia : 4 \u00e9tapes cl\u00e9s pour int\u00e9grez efficacement le digital \u00e0 votre strat\u00e9gie de communication - VISIPLUS academy<\/title>\n<meta name=\"description\" content=\"En 2017, les investissements m\u00e9dias sur Internet ont d\u00e9pass\u00e9 pour la premi\u00e8re fois ceux de la t\u00e9l\u00e9vision. 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