{"id":24755,"date":"2012-02-05T16:00:00","date_gmt":"2012-02-05T16:00:00","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2012\/02\/05\/efficacite-du-marketing-digital.html"},"modified":"2012-02-05T16:00:00","modified_gmt":"2012-02-05T16:00:00","slug":"efficacite-du-marketing-digital","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/efficacite-du-marketing-digital\/","title":{"rendered":"Efficacit\u00e9 du Marketing Digital ?"},"content":{"rendered":"

 \"Efficace.jpeg\"<\/a><\/p>\n

Laurent Flores<\/strong> (blog Customer listening<\/span><\/a> en lien \u00e0 gauche) pr\u00e9pare un livre sur l’Efficacit\u00e9 du Marketing Digital<\/em>, qui doit prochainement sortir chez Dunod<\/em> ; et il m’envoie trois questions pour la d\u00e9sormais traditionnelle rubrique des experts.<\/span><\/p>\n

Laurent Flores :<\/strong> En tant que Co-Pr\u00e9sident de l’Adetem vous b\u00e9n\u00e9ficiez d’une situation id\u00e9ale pour observer les \u00e9volutions du marketing ? Diriez vous que le \u00ab\u00a0Digital\u00a0\u00bb est v\u00e9ritablement en train de r\u00e9volutionner la pratique d’un marketing qui se veut de plus en plus efficace ?<\/em>
<\/span><\/p>\n

Fran\u00e7ois Laurent :<\/strong><\/span> <\/strong>L\u2019efficacit\u00e9 est la tarte \u00e0 la cr\u00e8me en marketing : je ne connais personne dans la profession qui voudrait \u2013 ou saurait \u2013 justifier un marketing moins efficace !<\/span><\/p>\n

Le digital n\u2019est pas en train de r\u00e9volutionner le marketing : c\u2019est la vie de tous les jours qu\u2019il change.<\/span><\/p>\n

Et force est de reconna\u00eetre que le marketing court un peu derri\u00e8re \u2026 justement parce que les marketers ne raisonnent qu\u2019en termes d\u2019efficacit\u00e9 et non d\u2019attentes, comportements consommateurs.<\/span><\/p>\n

Le marketing digital \u2013 je pr\u00e9f\u00e8re de loin, le terme de marketing 2.0 \u2013, c\u2019est avant tout l\u2019art de rentrer en conversation avec des consommateurs qui ont envie de dialoguer d\u2019\u00e9gal \u00e0 \u00e9gal.<\/span><\/p>\n

Or que font les marketers qui n\u2019ont en t\u00eate que la notion d\u2019efficacit\u00e9 : ils se disent qu\u2019avec de gigantesques bases de donn\u00e9es, ils vont pouvoir d\u00e9cupler l\u2019efficacit\u00e9 de leur approche marketing direct ; r\u00e9sultat, aujourd\u2019hui le marketing direct n\u2019est plus que l\u2019immense champ de ruine du spam !<\/span><\/p>\n

Ils font la chasse aux amis sur Facebook au travers de concours de plus en plus attractifs \u2026 mais ne savent pas r\u00e9ellement quoi faire de ces faux amis qui eux, n\u2019en ont rien \u00e0 faire de ces marques pu\u00e9riles.<\/span><\/p>\n

Ils se pr\u00e9parent pour la g\u00e9olocalisation et l\u2019ubim\u00e9dia \u2026 et je crains le pire.<\/span><\/p>\n

Le marketing doit cesser d\u2019\u00eatre guerrier (arr\u00eater de consid\u00e9rer les consommateurs comme des cibles) ou financier (arr\u00eater de s\u2019int\u00e9resser aux retours sur investissements \u00e0 tr\u00e8s court terme) pour construire avec les consommateurs de vraies relations de confiance.<\/span><\/p>\n

De vraies relations de confiance : c\u2019est l\u00e0 que se construit, pour moi, le futur du marketing et des entreprises.<\/span><\/p>\n

Laurent Flores :<\/strong> Vous \u00eates par ailleurs, l’auteur du livre marketing 2.0, au del\u00e0 de rendre le marketing plus humain, le digital ne pousse-t-il pas le marketing \u00e0 \u00eatre plus efficace ?<\/em><\/span><\/p>\n

Fran\u00e7ois Laurent :<\/strong><\/span>On ne peut gu\u00e8re distinguer la premi\u00e8re question de la seconde !<\/span><\/p>\n

L\u2019<\/span>humain<\/span>, c\u2019est la priorit\u00e9 : si les relations entre consommateurs et marketers s\u2019am\u00e9liorent, cela ne pourra que profiter au marketing et aux entreprises ; le probl\u00e8me aujourd\u2019hui, c\u2019est que dans la bouche des consommateurs, le terme de marketing s\u2019entend comme une grossi\u00e8ret\u00e9.<\/span><\/span><\/p>\n

Peut-\u00eatre serait-il temps de se poser la question du pourquoi ?<\/span><\/p>\n

Un \u00e9l\u00e9ment de r\u00e9ponse \u2026 digital : le marketing direct.<\/span><\/p>\n

Il y a quelques ann\u00e9es, le spams encombraient nos boites aux lettres, et il fallait s\u2019armer de courage (surtout en 56k !) pour retrouver les courriels pertinents parmi la masse de ceux qui vous proposaient des pilules bleues \u00e0 bas prix. Le l\u00e9gislateur est intervenu, pour imposer \u00ab l\u2019opt in \u00bb au marketing direct et les FAI ont fait de consid\u00e9rables progr\u00e8s dans la lutte contre les spams.<\/span><\/p>\n

Et pourtant, les internautes se plaignent toujours d\u2019en recevoir autant \u2026 sauf que les ind\u00e9licats ne sont plus les m\u00eames : aujourd\u2019hui, ce sont des entreprises ayant pignon sur rue qui nous inondent de courriels non sollicit\u00e9s, et dont nous ne pouvons pas nous d\u00e9barrasser, parce que les liens pour se d\u00e9sinscrire ne fonctionnement pas.<\/span><\/p>\n

Bref, le marketing direct est en train de tuer \u2026 le marketing direct \u2013 le mauvais tue le bon, et le consommateur en a ras le bol !<\/span><\/p>\n

Le probl\u00e8me du digital, c\u2019est qu\u2019il permet une fuite en avant dans l\u2019irrespectabilit\u00e9 : heureusement le consommateur, par le dialogue avec ses pairs, sait aujourd\u2019hui se d\u00e9fendre.<\/span><\/p>\n

Laurent Flores :<\/strong> <\/span>Des initiatives digitales remarquables qui ont marqu\u00e9 l’ann\u00e9e 2011 ? <\/span><\/em><\/p>\n

Fran\u00e7ois Laurent :<\/strong><\/span>En fait, celle \u00e0 laquelle j\u2019ai \u00e9t\u00e9 le plus sensible date de<\/span> 2010, mais pour un livre destin\u00e9 \u00e0 rester longtemps en biblioth\u00e8que, ce n\u2019est pas g\u00eanant !<\/span><\/p>\n

Il s\u2019agit de l\u2019affaire Kit Kat<\/em> et le fameuse page Nestl\u00e9<\/em> sur Facebook<\/em> \u2013 j\u2019en ai parl\u00e9 ici<\/span><\/a>, au cas o\u00f9 quelqu\u2019un aurait oubli\u00e9 ! Le cas illustre parfaitement mon propos pr\u00e9c\u00e9dent : le consommateur a les moyens de se d\u00e9fendre \u2026 et on peut \u00e9galement se poser la questions des amis des marques, sur Facebook <\/em>!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

  Laurent Flores (blog Customer listening en lien \u00e0 gauche) pr\u00e9pare un livre sur l’Efficacit\u00e9 du Marketing Digital, qui doit prochainement sortir chez Dunod ; et il m’envoie trois questions pour la d\u00e9sormais traditionnelle rubrique des experts. Laurent Flores : En tant que Co-Pr\u00e9sident de…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[147],"tags":[],"yoast_head":"\nEfficacit\u00e9 du Marketing Digital ? - 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\/efficacite-du-marketing-digital\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Efficacit\u00e9 du Marketing Digital ? - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"  Laurent Flores (blog Customer listening en lien \u00e0 gauche) pr\u00e9pare un livre sur l’Efficacit\u00e9 du Marketing Digital, qui doit prochainement sortir chez Dunod ; et il m’envoie trois questions pour la d\u00e9sormais traditionnelle rubrique des experts. 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