{"id":24826,"date":"2015-10-10T14:24:20","date_gmt":"2015-10-10T14:24:20","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?page_id=24826"},"modified":"2015-10-10T14:30:07","modified_gmt":"2015-10-10T14:30:07","slug":"vision","status":"publish","type":"page","link":"http:\/\/consumerinsight.eu\/marketingisdead\/vision\/","title":{"rendered":"Vision"},"content":{"rendered":"
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Marketing et communication se sont construit dans une soci\u00e9t\u00e9 \u2013 la soci\u00e9t\u00e9 de consommation \u2013 fond\u00e9e sur\u00a0:<\/h4>\n
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    Un progr\u00e8s technologique sans pr\u00e9c\u00e9dent\u00a0: les consommateurs acc\u00e9daient \u00e0 un confort auquel les g\u00e9n\u00e9rations pr\u00e9c\u00e9dentes n\u2019auraient jamais os\u00e9 pr\u00e9tendre\u00a0;<\/h4>\n<\/li>\n
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    Un progr\u00e8s soci\u00e9tal \u00e9vident\u00a0: les in\u00e9galit\u00e9s tendant \u00e0 se r\u00e9sorber, les citoyens s\u2019\u00e9quipaient massivement de produits destin\u00e9s \u00e0 leur rendre la vie plus agr\u00e9able\u00a0;<\/h4>\n<\/li>\n
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    D\u00e9veloppement des mass m\u00e9dias\u00a0: les marques disposaient de vecteurs de communication de plus en plus efficaces et cr\u00e9dibles.<\/h4>\n<\/li>\n<\/ul>\n

     <\/p>\n

    La fin du 20\u00e8me<\/sup> si\u00e8cle se caract\u00e9risera par un violent retournement social\u00a0: les in\u00e9galit\u00e9s se creusent \u00e0 nouveau, le revenu disponible stagne, le ch\u00f4mage explose\u00a0; mais les marketers ne r\u00e9visent pas leur copie et continuent trop souvent\u00a0 \u00e0 vanter les m\u00e9rites d\u2019une possession ostentatoire \u00e0 des populations de plus en plus fragilis\u00e9es.<\/p>\n

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    C\u2019est dans ce contexte nouveau \u2013 et totalement ignor\u00e9 des th\u00e9oriciens \u2013 que le marketing devra successivement affronter 3 r\u00e9volutions majeures\u00a0:<\/p>\n

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    • La r\u00e9volution du Web et l\u2019empowerment de consommateurs\u00a0qui acc\u00e8dent \u00e0 une masse d\u2019information leur permettant de challenger le discours des marques et de la distribution\u00a0;<\/li>\n
    • La r\u00e9volution du Web 2.0 et des m\u00e9dias sociaux, offrant l\u2019opportunit\u00e9 aux individus de devenir producteurs et diffuseurs de contenus, privil\u00e8ge alors r\u00e9serv\u00e9 aux m\u00e9dias et aux marques\u00a0;<\/li>\n
    • La r\u00e9volution de la consommation collaborative et de l\u2019\u00e9conomie circulaire o\u00f9 les citoyens deviennent \u00e0 leur tour producteurs de biens et de services, en concurrence avec les entreprises et les marques.<\/li>\n<\/ul>\n

       <\/p>\n

      D\u2019autres r\u00e9volutions se profilent d\u00e9j\u00e0 \u00e0 l\u2019horizon avec l\u2019arriv\u00e9e des objets connect\u00e9s, la mont\u00e9e en puissance des makers, etc.<\/p>\n\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n\n\t

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      Face \u00e0 cette brusque et continuelle recomposition d\u2019un paysage social de plus en plus instable, les entreprises r\u00e9agissent de mani\u00e8res radicalement oppos\u00e9es\u00a0:<\/p>\n

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      • Les unes d\u00e9nient tout int\u00e9r\u00eat au marketing et accordent toute leur \u00e9nergie au d\u00e9veloppement de produits innovants, sans trop se soucier des attentes r\u00e9elles des clients potentiels\u00a0; c\u2019est la voie suivie non seulement par les startups mais \u00e9galement par de nombreuses entreprises High Tech\u00a0;<\/li>\n
      • Les autres consid\u00e8rent qu\u2019avec la mont\u00e9e en puissance des m\u00e9dias sociaux et des nouvelles technologies (objets connect\u00e9s, g\u00e9olocalisation, big data, etc.), le marketing dispose d\u2019une panoplie d\u2019outils particuli\u00e8rement efficaces et harc\u00e8lent jour et nuit un consommateur de plus en plus d\u00e9sabus\u00e9.<\/li>\n<\/ul>\n\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n<\/div><\/div>
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        R\u00e9actions d\u00e9sordonn\u00e9es et tout aussi inefficaces l\u2019une que l\u2019autre\u00a0! Ne serait-il pas simplement temps de remettre le consommateur au centre des processus, tant dans le champ de l\u2019innovation \u2013 pour lui proposer des produits r\u00e9ellement adapt\u00e9s \u00e0 ses attentes et \u00e0 des besoins \u2013 que dans celui de la communication \u2013 pour entamer un dialogue constructif et non s\u2019engager dans une st\u00e9rile gu\u00e9rilla.<\/p>\n\n\t\t<\/div> \n\t<\/div>

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        Remettre le consommateur au centre de la d\u00e9marcher marketing, tant en B2C qu\u2019en B2C \u2013 et vous y aider au quotidien\u00a0: telle est la raison d\u2019\u00eatre de Consumer Insight.<\/h4>\n\n\t\t<\/div> \n\t<\/div>
        <\/div>\n\n\t\t<\/div> \n\t<\/div> \n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"Marketing et communication se sont construit dans une soci\u00e9t\u00e9 \u2013 la soci\u00e9t\u00e9 de consommation \u2013 fond\u00e9e sur\u00a0: Un progr\u00e8s technologique sans pr\u00e9c\u00e9dent\u00a0: les consommateurs acc\u00e9daient \u00e0 un confort auquel les g\u00e9n\u00e9rations pr\u00e9c\u00e9dentes n\u2019auraient jamais os\u00e9 pr\u00e9tendre\u00a0; Un progr\u00e8s soci\u00e9tal \u00e9vident\u00a0: les in\u00e9galit\u00e9s tendant \u00e0 se...","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","meta":{"footnotes":""},"class_list":["post-24826","page","type-page","status-publish","hentry"],"yoast_head":"\nVision - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/vision\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vision - 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