{"id":3228,"date":"2019-11-21T17:02:52","date_gmt":"2019-11-21T16:02:52","guid":{"rendered":"https:\/\/eb-elite.fr\/?p=3228"},"modified":"2019-11-21T17:02:53","modified_gmt":"2019-11-21T16:02:53","slug":"la-micro-influence-est-elle-plus-utile-pour-les-strategies-marketing","status":"publish","type":"post","link":"https:\/\/eb-elite.fr\/index.php\/2019\/11\/21\/la-micro-influence-est-elle-plus-utile-pour-les-strategies-marketing\/","title":{"rendered":"La micro-influence est-elle plus utile pour les strat\u00e9gies marketing ?"},"content":{"rendered":"\n

C’est ce que semble penser Est\u00e9e Lauder Companies<\/a> concernant la micro-influence !<\/p>\n\n\n\n

Regarder l’engagement\navant les followers pour d\u00e9terminer quels influenceurs seront sollicit\u00e9s, voici\ndonc la strat\u00e9gie d’influence \u00e9labor\u00e9 par Est\u00e9e Lauder Companies en\ncollaboration avec Octoly.<\/p>\n\n\n\n

Dans l’environnement de\nl’influence, o\u00f9 la plupart des gens sont envo\u00fbt\u00e9s par le nombre des followers\nsans faire attention aux autres crit\u00e8res plus important, Est\u00e9e Lauder Companies\nmise sur l’engagement et capitalise alors sur la micro-influence c’est-\u00e0-dire\nles influenceurs avec un nombre de followers entre 10 000 et 20 000, plut\u00f4t que\nde privil\u00e9gier les collaborations avec les m\u00e9ga-influenceurs, ceux qui ont plusieurs\nmillions d’abonn\u00e9s. <\/p>\n\n\n\n

La marque consacre 75% de\nses investissements aux influenceurs sur les r\u00e9seaux sociaux ! <\/p>\n\n\n\n

Pourquoi faire appel aux\nmicro-influenceurs ?<\/h2>\n\n\n\n

Le but de la strat\u00e9gie de\nmarketing de la marque de cosm\u00e9tiques Est\u00e9e Lauder en faisant appel aux\nmicro-influenceurs est de faire conna\u00eetre ses multiples marques gr\u00e2ce \u00e0 des\ncontenus vrais et dont l’authenticit\u00e9 ne sera pas remise en question. <\/p>\n\n\n\n

Pour cette strat\u00e9gie de\nmarketing, la marque de cosm\u00e9tiques collabore avec la plateforme sp\u00e9cialis\u00e9e dans\nl’influence marketing, Octoly. Anne-Sophie Favrichon, responsable communication\net marketing d’Octoly, explique que \u00ab Il faut privil\u00e9gier l’engagement au\nnombre de followers. Plus on descend dans la pyramide de l’influence et plus on\ndescend dans la micro-influence et plus le taux d’engagement sera fort \u00bb.<\/p>\n\n\n\n

La fin du matraquage\nmarketing<\/h2>\n\n\n\n

Est\u00e9e Lauder Companies,\navec son portefeuille de 29 marques, dont Est\u00e9e Lauder, Bobbi Brown, Tom Ford,\nClinique, MAC, Smashbox et La Mer, a donc opt\u00e9 sur l’authenticit\u00e9 et\nl’engagement plut\u00f4t que de faire appel aux m\u00e9ga-influenceurs. <\/p>\n\n\n\n

\u00ab Une marque qui\ncommunique sur des contenus de matraquage marketing, cela ne fonctionne plus.\nEt les micro-influenceurs interviennent pour suivre cette tendance social\ncommerce \u00bb, remarque Ghislain Labay, responsable des m\u00e9dias sociaux de\nFrance Est\u00e9e Lauder<\/p>\n","protected":false},"excerpt":{"rendered":"

C’est ce que semble penser Est\u00e9e Lauder Companies concernant la micro-influence ! Regarder l’engagement avant les followers pour d\u00e9terminer quels influenceurs seront sollicit\u00e9s, voici donc la strat\u00e9gie d’influence \u00e9labor\u00e9 par Est\u00e9e Lauder Companies en collaboration avec Octoly. Dans l’environnement de l’influence, o\u00f9 la plupart des gens sont envo\u00fbt\u00e9s par le nombre des followers sans faire attention aux autres crit\u00e8res plus …<\/p>\n","protected":false},"author":1,"featured_media":3229,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":[],"categories":[33],"tags":[],"yoast_head":"\nLa micro-influence est-elle plus utile pour les strat\u00e9gies marketing ?<\/title>\n<meta name=\"description\" content=\"Regarder l'engagement avant les followers et d\u00e9terminer quels influenceurs seront sollicit\u00e9s. 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