{"id":25413,"date":"2017-06-14T14:29:24","date_gmt":"2017-06-14T14:29:24","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25413"},"modified":"2017-06-14T14:29:24","modified_gmt":"2017-06-14T14:29:24","slug":"derive-continents-culturels","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/derive-continents-culturels\/","title":{"rendered":"La d\u00e9rive des continents culturels"},"content":{"rendered":"

Quand on \u00e9voque le ph\u00e9nom\u00e8ne du trolling des marques par les socionautes, la plupart des marketers demeurent incr\u00e9dules\u00a0: d\u00e9j\u00e0, la plupart ne connaissent m\u00eame pas un terme pourtant promis \u00e0 un bel avenir\u00a0!<\/p>\n

En deux mots, que doit-on entendre par l\u00e0\u00a0? Que les consommateurs jouent aux m\u00e9chants petits lutins de la mythologie scandinave aux d\u00e9pens des marques, un peu ces derniers savaient se montrer espi\u00e8gles \u00e0 l\u2019\u00e9gard des humains qu\u2019ils pi\u00e9geaient. Enfin pas toujours espi\u00e8gles, parce que parfois ils s\u2019amusaient \u00e0 d\u00e9vorer quelque marmot\u00a0: pas tr\u00e8s sympa.<\/p>\n

On distingue g\u00e9n\u00e9ralement deux formes de trolling\u00a0: le trolling vengeur \u2013 o\u00f9 un client ch\u00e2tie la marque qui lui rend de mauvais services, par exemple un fournisseur d\u2019acc\u00e8s qui coupe de mani\u00e8re impromptue sa ligne, ou un site de vente en ligne qui plante lamentablement \u00e0 l\u2019heure de la transaction\u00a0; et le trolling b\u00eate \u2013 o\u00f9 l\u2019internaute cherche juste \u00e0 nuire aux annonceurs, sans raison \u00e9vidente ou du moins apparente.<\/p>\n

Ce genre de comportements \u2013 qui va bien au-del\u00e0 du \u00ab\u00a0bad buzz\u00a0\u00bb<\/em>, \u00e9chappe totalement aux directeurs marketing parce que hors de leurs r\u00e9f\u00e9rences culturels\u00a0: eux-m\u00eames se montrent plut\u00f4t respectueux \u00e0 l\u2019\u00e9gard des marques que g\u00e8rent leurs confr\u00e8res, et que des gens cens\u00e9s puissent ainsi se divertir en sapant leur travail leur est totalement inconcevable.<\/p>\n

\"\"<\/a>Le probl\u00e8me, c\u2019est qu\u2019au fil des ans, la fracture se creuse entre ces deux univers culturels\u00a0: celui des CMO et celui des internautes des g\u00e9n\u00e9rations Y et maintenant Z\u00a0; entre ceux qui g\u00e8rent les marques et ceux qui animent le Web social. Et ces deux univers ne sont pas pr\u00eats de se rejoindre \u2026<\/p>\n

D\u2019un c\u00f4t\u00e9, des managers qui n\u2019ont certainement pas crois\u00e9 de \u2013 vrais \u2013 consommateurs depuis bien longtemps\u00a0: ils en connaissent l\u2019\u00e2ge, le sexe, l\u2019habitat, les motivations et comportements d\u2019achat, les fr\u00e9quentations m\u00e9dias, etc. Tout ce que les \u00e9tudes leur fournissent\u00a0: mais chiffres et rapports ne suffisent pas toujours \u00e0 comprendre les gens, il faut parfois rajouter de la chaire sur les os.<\/p>\n

De l\u2019autre c\u00f4t\u00e9, des jeunes pour qui la pratique des m\u00e9dias sociaux ne constitue pas un d\u00e9rivatif, un compl\u00e9ment \u00e0 une vie tr\u00e9pidante de bureau \u2013 ou pire, un outil de travail pour les adeptes du social selling en B2B \u2013 mais la \u00ab\u00a0vraie vie\u00a0\u00bb,<\/em> car c\u2019est l\u00e0 que tout se passe pour eux, et c\u2019est l\u00e0 qu\u2019ils puisent leurs r\u00e9f\u00e9rences culturelles.<\/p>\n

Dans le Matin des magiciens<\/em>, Pauwels et Bergier \u00e9voque comment certains physiciens allemands, compl\u00e8tement coup\u00e9s du reste du monde durant la seconde Guerre Mondiale, s\u2019\u00e9tait cr\u00e9\u00e9s en quelques ann\u00e9es de nouvelles r\u00e9f\u00e9rences culturelles en totale rupture avec celle des autres pays occidentaux, croyant notamment en la th\u00e9orie d\u2019une terre certes ronde mais \u2026 creuse, avec les \u00e9toiles en son centre, d\u2019o\u00f9 les erreurs balistiques des V2.<\/p>\n

On pourrait citer \u00e9galement l\u2019incr\u00e9dulit\u00e9 des Persans de Montesquieu d\u00e9couvrant le royaume de France\u00a0: quand deux mondes ne communiquent pas, ou tr\u00e8s peu, ils d\u00e9veloppent des syst\u00e8mes r\u00e9f\u00e9rentiels extr\u00eamement divergents\u00a0; quand les membres de l\u2019un de ces monde se penche sur l\u2019autre, ils lui appliquent des grilles de lectures incompatibles \u2013 d\u2019o\u00f9 une totale incompr\u00e9hension.<\/p>\n

Le trolling ne constitue qu\u2019un comportement parmi d\u2019autres \u2013 et bien d\u2019autres encore \u00e0 venir \u2013 qui souligne la barri\u00e8re culturelle entre le monde des CMO \u2013 de brillants managers, quadras et quinquas \u2013 et de jeunes consommateurs en pleine construction d\u2019une soci\u00e9t\u00e9 fond\u00e9e sur des valeurs quasiment inexistantes au d\u00e9but de ce si\u00e8cle\u00a0; non pas une barri\u00e8re g\u00e9n\u00e9rationnelle \u2013 qui a toujours exist\u00e9, \u00e9voluant au fil des ans \u2013 mais culturelle, les r\u00e9f\u00e9rences des uns \u00e9chappant totalement aux autres.<\/p>\n

Et comment apr\u00e8s l\u2019\u00e9clatement de Pang\u00e9e, ces continents culturels d\u00e9rivent de plus en plus loin les uns des autres, sans espoir prochain de r\u00e9union.<\/p>\n","protected":false},"excerpt":{"rendered":"

Quand on \u00e9voque le ph\u00e9nom\u00e8ne du trolling des marques par les socionautes, la plupart des marketers demeurent incr\u00e9dules\u00a0: d\u00e9j\u00e0, la plupart ne connaissent m\u00eame pas un terme pourtant promis \u00e0 un bel avenir\u00a0! En deux mots, que doit-on entendre par l\u00e0\u00a0? Que les consommateurs jouent…<\/p>\n","protected":false},"author":2,"featured_media":25414,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[144],"tags":[269,270,161],"yoast_head":"\nLa d\u00e9rive des continents culturels - 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\/derive-continents-culturels\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La d\u00e9rive des continents culturels - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Quand on \u00e9voque le ph\u00e9nom\u00e8ne du trolling des marques par les socionautes, la plupart des marketers demeurent incr\u00e9dules\u00a0: d\u00e9j\u00e0, la plupart ne connaissent m\u00eame pas un terme pourtant promis \u00e0 un bel avenir\u00a0! 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APRES LA 5EME PANDEMIE Le chat de Schr\u00f6dinger\u00a0 C\u2019\u00e9tait apr\u00e8s la 5\u00e8me pand\u00e9mie\u00a0: la fl\u00e8che du temps s\u2019\u00e9tait bris\u00e9e, l\u2019\u00e9poque semblait devenue quantique. Le monde \u00e9tait devenu comme le chat de Schr\u00f6dinger\u00a0: on ne savait plus trop\u2026","rel":"","context":"Dans "Mardis du Luxembourg"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2021\/03\/01-Taipei-301-Jade-Market.jpg?fit=640%2C427&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26662,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/metavers-a-vos-marques-foncez\/","url_meta":{"origin":25413,"position":4},"title":"M\u00e9tavers : \u00e0 vos marques, foncez\u00a0!","date":"6 mars 2023","format":false,"excerpt":"Directeur de l'innovation et de la transformation digitale dans le secteur de la banque et de l'assurance, et d\u00e9j\u00e0 auteur d\u2019Innover ou dispara\u00eetre, Olivier Laborde vient de publier avec Elo\u00efse Bussy, Social Commerce. R\u00e9seaux sociaux, gaming, m\u00e9tavers\u00a0: \u00e0 vos marques, foncez\u00a0! Rencontre avec l\u2019auteur, qui sera aussi un des invit\u00e9s\u2026","rel":"","context":"Dans "Interviews"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2023\/03\/Laborde.png?fit=810%2C810&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26361,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/interview-manifeste-pour-le-marketing-de-demain\/","url_meta":{"origin":25413,"position":5},"title":"Interview : Manifeste pour le Marketing de Demain","date":"3 mars 2021","format":false,"excerpt":"Le 26 f\u00e9vrier dernier, je r\u00e9pondais aux questions de Cap'Com dans le cadre des Rencontres nationales du marketing territorial, en \u00e9voquant notamment les travaux du Conseil Scientifique de l\u2019Adetem. Question\u00a0: Quelle est la raison d\u2019\u00eatre de ce Manifeste, et qu\u2019a-t-il vocation \u00e0 apporter aux professionnels du marketing\u00a0? Depuis la fin\u2026","rel":"","context":"Dans "Entretiens"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2021\/03\/Clipboard01.jpg?fit=643%2C551&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25413"}],"collection":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/comments?post=25413"}],"version-history":[{"count":1,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25413\/revisions"}],"predecessor-version":[{"id":25415,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25413\/revisions\/25415"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25414"}],"wp:attachment":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25413"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25413"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25413"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}