{"id":24783,"date":"2014-04-24T18:53:47","date_gmt":"2014-04-24T18:53:47","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2014\/04\/24\/gilles-babinet-3002950.html"},"modified":"2014-04-24T18:53:47","modified_gmt":"2014-04-24T18:53:47","slug":"gilles-babinet","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/gilles-babinet\/","title":{"rendered":"Gilles Babinet"},"content":{"rendered":"

\"Babinet.png\"Gilles Babinet<\/strong> sera un des trois grands t\u00e9moins invit\u00e9s \u00e0 la Nuit du Marketing<\/strong> de l\u2019Adetem<\/strong> 3 juillet 2014 ; en avant-premi\u00e8re, petit interview avec notre \u00ab Digital Champion \u00bb.<\/span><\/p>\n

MarketingIsDead :<\/strong> En 2012, tu es nomm\u00e9 \u00ab Digital Champion \u00bb par Fleur Pellerin, aupr\u00e8s de Nelly Kroes, la commissaire europ\u00e9enne charg\u00e9e du Num\u00e9rique : c\u2019est quoi, le r\u00f4le d\u2019un \u00ab Digital Champion \u00bb ?<\/em><\/span><\/p>\n

Gilles Babinet : <\/strong>Il s\u2019agit d\u2019aider la commission \u00e0 avoir une meilleure compr\u00e9hension de ce qui se passe en France, en \u00e9vitant les canaux \u201cofficiels\u201d et en \u00e9tant en prise directe avec la soci\u00e9t\u00e9 civile. Il s\u2019agit \u00e9galement de promouvoir des th\u00e8mes qui semblent forts pour la commission comme l\u2019\u00e9ducation au num\u00e9rique par exemple. Il peut enfin s\u2019agir d\u2019aider la Commissaire \u00e0 se faire mieux comprendre dans un pays. Par exemple, je viens de publier une tribune dans le journal du Net, qui reprend un point particuli\u00e8rement mal interpr\u00e9t\u00e9 en France. <\/span><\/p>\n

http:\/\/www.journaldunet.com\/ebusiness\/expert\/57131\/la-commission-europeenne-est-elle-vraiment-en-train-de-menacer-la-neutralite-du-net.shtml<\/a><\/span><\/p>\n

MarketingIsDead :<\/strong> En \u00bc de si\u00e8cle, tu a fond\u00e9 neuf soci\u00e9t\u00e9s, dans des domaines d<\/em>\u2019<\/em>activit\u00e9 extr\u00eamement vari\u00e9s, dont Captain Dash et Eyeka dans le champ du marketing : qu\u2019est-ce qui te motive ?<\/em><\/span><\/p>\n

Gilles Babinet : <\/strong>J\u2019aime bien une sorte de m\u00e9lange impliquant innovation, \u00e9quipe int\u00e9ressante et volont\u00e9 de changer le monde. toutes les soci\u00e9t\u00e9s que j\u2019ai eue ont eu ces caract\u00e9ristiques. Et lorsqu\u2019elles n\u2019\u00e9taient pas pleinement r\u00e9unies, \u00e7a n\u2019a pas vraiment march\u00e9. L\u2019entreprise c\u2019est le contraire de la passivit\u00e9. c\u2019est l\u2019action sup\u00e9rieure. Bien entendu, il y a des travers : un taux d\u2019\u00e9chec \u00e9lev\u00e9, une difficult\u00e9 \u00e0 croitre ; surtout dans l\u2019environnement \u00e9conomique que nous connaissons. Mais lorsque \u00e7a marche (et \u00e7a arrive) c\u2019est vraiment une exp\u00e9rience passionnante de parvenir \u00e0 faire en sorte que les gens donnent le meilleur d\u2019eux m\u00eame et accroissent leurs comp\u00e9tences au travers de responsabilit\u00e9s \u00e9tendues. <\/span>
MarketingIsDead :<\/strong> Les mastodontes d\u2019hier semblent avoir bien du mal \u00e0 prendre le virage du num\u00e9rique et ce sont les startups qui fa\u00e7onnent le paysage \u00e9conomique de demain ; dans<\/em> <\/em>L<\/em>\u2019<\/em>\u00c8re Num\u00e9rique, un nouvel \u00e2ge de l’humanit\u00e9, tu soulignes que l’humanit\u00e9 fait face \u00e0 un changement de paradigme profond : ceci expliquerait-il cela ?<\/em><\/span><\/p>\n

Gilles Babinet : <\/strong>Oui, et au risque de me r\u00e9p\u00e9ter, il est tr\u00e8s mal compris en France. C\u2019est dramatique de voir que ce pays, qui \u00e9tait le plus innovant au d\u00e9but du XX\u00e8me si\u00e8cle est d\u00e9sormais per\u00e7u comme un \u201cinnovation follower\u201d dans certains bar\u00e8mes internationaux. Des d\u00e9cisions politiques idiotes et nombreuses, comme l\u2019inscription du principe de pr\u00e9caution dans la Constitution n\u2019y sont pas pour rien, bien au contraire. D\u2019une fa\u00e7on g\u00e9n\u00e9rale, l\u2019ensemble de nos institutions, grands corps et grandes entreprises ont \u00e9t\u00e9 organis\u00e9 pendant et pour la 2\u00e8me r\u00e9volution industrielle. Or les caract\u00e9ristiques de celles-ci sont souvent antagonistes avec celle de la r\u00e9volution num\u00e9rique. L\u2019\u00e8re industrielle est verticalis\u00e9e et s\u2019attache \u00e0 programmer sur le temps long. L\u2019\u00e8re num\u00e9rique est celle de la collaboration transversale, et de l\u2019innovation de rupture. Ces paradigmes sont tellement diff\u00e9rents qu\u2019ils semblent presque insaisissables aux corps constitu\u00e9s -institutions et acteurs \u00e9conomiques- qui pr\u00e9sident aux destin\u00e9es de notre pays. <\/span><\/p>\n

MarketingIsDead :<\/strong> AirBnB, BlaBlaCar, KissKissBankBank, etc. : que t\u2019inspire la mont\u00e9e en puissance de la consommation collaborative ?<\/em><\/span><\/p>\n

Gilles Babinet : <\/strong>C\u2019est une part du futur. Je dis souvent que la data et le crowd sont les deux forces qui vont fa\u00e7onner le monde \u00e0 venir. Ce qui est caract\u00e9ristique de cette r\u00e9volution num\u00e9rique c\u2019est sa capacit\u00e9 \u00e0 mieux utiliser les ressources. Ce n\u2019est plus \u201ctoujours plus vite, toujours plus\u201d, c\u2019est \u201cplus malin, plus utile, plus utilis\u00e9\u201d. Nos ressources sont limit\u00e9s, on le voit partout. Or, lorsque l\u2019on sait qu\u2019en Europe, 25 \u00e0 40% des camions circulent \u00e0 vide, et plus encore sont incompl\u00e8tement charg\u00e9s, qu\u2019en moyenne on a 1,4 passager par voiture en Allemagne, que 50% de la production alimentaire est perdue, qu\u2019il y a un ratio de 1 \u00e0 6 entre la production prot\u00e9ique agricole et les besoins r\u00e9els de l\u2019humanit\u00e9, on voit qu\u2019il y a beaucoup \u00e0 faire. <\/span><\/p>\n

Bien s\u00fbr on peut se r\u00e9fugier dans nos peurs, dire que la donn\u00e9e est le vecteur de nouvelles dictatures, que Google est notre pire ennemi, que les am\u00e9ricains sont m\u00e9chants, etc. Et on ne fera l\u00e0 que cultiver ce qui nous enfonce chaque jour. Je ne dis pas qu\u2019il n\u2019y a pas des risques inh\u00e9rents aux nouvelles technologies, mais c\u2019est \u00e0 nous, soci\u00e9t\u00e9s humaines, de faire le tri et de mettre en place les r\u00e8gles pour b\u00e9n\u00e9ficier du meilleur de ces technologies et limiter les exc\u00e8s possibles. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Gilles Babinet sera un des trois grands t\u00e9moins invit\u00e9s \u00e0 la Nuit du Marketing de l\u2019Adetem 3 juillet 2014 ; en avant-premi\u00e8re, petit interview avec notre \u00ab Digital Champion \u00bb. MarketingIsDead : En 2012, tu es nomm\u00e9 \u00ab Digital Champion \u00bb par Fleur Pellerin, aupr\u00e8s de Nelly Kroes,…<\/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":[150],"tags":[],"yoast_head":"\nGilles Babinet - 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\/gilles-babinet\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gilles Babinet - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Gilles Babinet sera un des trois grands t\u00e9moins invit\u00e9s \u00e0 la Nuit du Marketing de l\u2019Adetem 3 juillet 2014 ; en avant-premi\u00e8re, petit interview avec notre \u00ab Digital Champion \u00bb. 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