{"id":24759,"date":"2015-01-20T10:33:29","date_gmt":"2015-01-20T10:33:29","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2015\/01\/20\/e-reputation-le-nouveau-challenge-des-etudes-marketing-3034976.html"},"modified":"2015-01-20T10:33:29","modified_gmt":"2015-01-20T10:33:29","slug":"e-reputation-le-nouveau-challenge-des-etudes-marketing","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/e-reputation-le-nouveau-challenge-des-etudes-marketing\/","title":{"rendered":"E.r\u00e9putation : le nouveau challenge des \u00e9tudes marketing"},"content":{"rendered":"

\"Brassens.jpg\"L\u2019e.r\u00e9putation des marques, on en parle beaucoup \u2026 mais bien souvent sans trop savoir de quoi il s\u2019agit r\u00e9ellement : beaucoup la confondent d\u2019ailleurs avec l\u2019image de marque, faute de savoir r\u00e9ellement ce que recouvre le concept.<\/span><\/p>\n

Les plus avertis distinguent ce qui tient de la publicit\u00e9 et de son efficacit\u00e9 \u2013 via les espaces d\u00e9di\u00e9s sur les 6 grands m\u00e9dias ; de ce qui provient du discours des consommateurs via les m\u00e9dias sociaux : l\u2019e.r\u00e9putation est le fruit du discours spontan\u00e9 sur le Web social.<\/span><\/p>\n

Reste \u00e0 l\u2019\u00e9valuer.<\/span><\/p>\n

Qualitativement, le m\u00e9tier se structure m\u00eame si les d\u00e9marches demeurent encore tr\u00e8s artisanales ; et trop souvent, la t\u00e2che se voit confi\u00e9e aux Web agencies qui cumulent alors les fonctions d\u2019acteurs (protecteurs, d\u00e9veloppeurs de r\u00e9putation) et de censeurs \u2026 de leurs propres performances !<\/span><\/p>\n

Quantitativement, on se limite trop souvent \u00e0 la lecture brute de quelques m\u00e9triques comme le nombre de likes, de followers \u2013 et qui ne veulent d\u2019autant rien dire qu\u2019elles se faussent tr\u00e8s ais\u00e9ment.<\/span><\/p>\n

Pour \u00e9valuer quantitativement l\u2019e.r\u00e9putation des marques, l\u2019interrogation directe des consommateurs constitue un passage oblig\u00e9 \u2013 exactement comme proc\u00e8dent les post-tests pour la publicit\u00e9 m\u00e9dias : ce qui importe, ce n\u2019est pas le nombre d\u2019internautes qui ont appuy\u00e9 sur un petit bouton sur Facebook, juste parce que leurs copains avaient fait de m\u00eame, mais la qualit\u00e9 de trace m\u00e9morielle laiss\u00e9e par les conversations des consommateurs.<\/span><\/p>\n

Communication verticale via les m\u00e9dias classiques, communication horizontale via les m\u00e9dias sociaux ; image construite par la publicit\u00e9, r\u00e9putation r\u00e9sultant de conversation : tout cela construit cependant une trace m\u00e9morielle unique dans l\u2019esprit des consommateurs, quel qu\u2019en soit le vecteur.<\/span><\/p>\n

Certes la trace laiss\u00e9e par des discussions entre pairs se r\u00e9v\u00e9lera toujours plus cr\u00e9dible que celle laiss\u00e9e par la publicit\u00e9 \u00e0 la t\u00e9l\u00e9vision : toutefois il serait tout aussi stupide de nier l\u2019efficacit\u00e9 des m\u00e9dias classiques que celles des m\u00e9dias sociaux \u2013 c\u2019est un tout, qui contribue \u00e0 l\u2019information du consommateur, et influe sur ses actions \u2026 c\u2019est-\u00e0-dire ses achats.<\/span><\/p>\n

Bien s\u00fbr il conviendra de distinguer \u2013 au sein d\u2019une trace m\u00e9morielle globale \u2013 ce qui d\u00e9coule d\u2019un m\u00e9dia ou d\u2019un autre : ce que faisaient les post-tests classiques (enfin, certains \u2026) pour discerner l\u2019apport de la t\u00e9l\u00e9vision versus la radio ou la presse, selon les niveaux d\u2019exposition.<\/span><\/p>\n

L\u2019introduction du Web social dans le dispositif va certainement compliquer, non pas la mesure, mais son analyse : ce sera le challenge des ann\u00e9es \u00e0 venir que devront relever les instituts d\u2019\u00e9tudes marketing.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

L\u2019e.r\u00e9putation des marques, on en parle beaucoup \u2026 mais bien souvent sans trop savoir de quoi il s\u2019agit r\u00e9ellement : beaucoup la confondent d\u2019ailleurs avec l\u2019image de marque, faute de savoir r\u00e9ellement ce que recouvre le concept. Les plus avertis distinguent ce qui tient de la…<\/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":[148],"tags":[],"yoast_head":"\nE.r\u00e9putation : le nouveau challenge des \u00e9tudes marketing - 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\/e-reputation-le-nouveau-challenge-des-etudes-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"E.r\u00e9putation : le nouveau challenge des \u00e9tudes marketing - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"L\u2019e.r\u00e9putation des marques, on en parle beaucoup \u2026 mais bien souvent sans trop savoir de quoi il s\u2019agit r\u00e9ellement : beaucoup la confondent d\u2019ailleurs avec l\u2019image de marque, faute de savoir r\u00e9ellement ce que recouvre le concept. 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Aujourd\u2019hui des vid\u00e9os comme \u00ab\u00a0Les marques nous mentent-elles ?\u00a0\u00bb cartonnent \u00e0 plus de 2 millions de\u2026","rel":"","context":"Dans "Livres"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/03\/Image-Livre-15ansWeb20-plat-3D.jpg?fit=358%2C479&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26117,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/apres-le-grand-debat-reste-la-data\/","url_meta":{"origin":24759,"position":2},"title":"Apr\u00e8s le Grand D\u00e9bat, reste la data","date":"5 f\u00e9vrier 2020","format":"gallery","excerpt":"L\u2019analyse des donn\u00e9es non structur\u00e9es \u00e9tait au c\u0153ur des d\u00e9bats de la Journ\u00e9e des Etudes de l\u2019Adetem\u00a0: rencontre avec un des intervenants, Christian Langevin. 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