{"id":25623,"date":"2018-01-04T10:23:57","date_gmt":"2018-01-04T10:23:57","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25623"},"modified":"2018-01-04T10:23:57","modified_gmt":"2018-01-04T10:23:57","slug":"lexperience-digitale-coeur-de-linnovation","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/lexperience-digitale-coeur-de-linnovation\/","title":{"rendered":"L\u2019exp\u00e9rience digitale au c\u0153ur de l\u2019innovation"},"content":{"rendered":"<p>Jusqu\u2019au d\u00e9but des ann\u00e9es 2000, l\u2019innovation renvoyait en marketing \u00e0 des process bien \u00e9tablis avec une phase importante d\u2019immersion consommateurs en amont pour d\u00e9gager des insights, puis une ou plusieurs \u00e9tapes de validation aupr\u00e8s des m\u00eames consommateurs.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/01\/P1010596.jpg\"><img data-attachment-id=\"25624\" data-permalink=\"http:\/\/consumerinsight.eu\/marketingisdead\/lexperience-digitale-coeur-de-linnovation\/p1010596-2\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/01\/P1010596.jpg?fit=490%2C427\" data-orig-size=\"490,427\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;3.3&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;DMC-FZ1000&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1475350333&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;18.17&quot;,&quot;iso&quot;:&quot;1600&quot;,&quot;shutter_speed&quot;:&quot;0.04&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"P1010596\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/01\/P1010596.jpg?fit=300%2C261\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/01\/P1010596.jpg?fit=490%2C427\" loading=\"lazy\" class=\"size-medium wp-image-25624 alignleft\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/01\/P1010596.jpg?resize=300%2C261\" alt=\"\" width=\"300\" height=\"261\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/01\/P1010596.jpg?resize=300%2C261 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/01\/P1010596.jpg?w=490 490w\" sizes=\"(max-width: 300px) 100vw, 300px\" data-recalc-dims=\"1\" \/><\/a>Le digital a fait exploser ces m\u00e9caniques bien huil\u00e9es, non seulement parce que les consommateurs se sont invit\u00e9s dans les discussions avant m\u00eame qu\u2019on les y invite, mais \u00e9galement parce que les adeptes du Growth Hacking ont rapidement pr\u00e9f\u00e9r\u00e9 le test and learn aux m\u00e9thodologies \u00e9prouv\u00e9es.<\/p>\n<p>Rajoutez un zest de crowdsourcing et vous obtiendrez un paysage bien complexe\u00a0: pourtant, il y a des approches qui marchent bien \u2026 et d\u2019autres moins\u00a0!<\/p>\n<p>Comment s\u2019appuyer sur l\u2019exp\u00e9rience digitale pour innover, tel sera le th\u00e8me de la matin\u00e9e du mardi 13 f\u00e9vrier organis\u00e9e par le club Exp\u00e9rience Digitale de l\u2019Adetem, une matin\u00e9e en deux temps :<\/p>\n<p>Une <strong>partie conf\u00e9rence<\/strong> avec 3 experts :<\/p>\n<ul>\n<li><strong>Florence Hussenot<\/strong>, Fondatrice et CEO d\u2019<strong>Adwise<\/strong>, nous soulignera en quoi le digital a modifi\u00e9 l\u2019approche et la pratique traditionnelle de l\u2019innovation, du Problem Solving et du Design Thinking jusqu\u2019aux communaut\u00e9s en ligne.<\/li>\n<li><strong>Brice Auckenthaler<\/strong>, Associ\u00e9 fondateur de <strong>Tilt ideas<\/strong>, et auteur de Imagin&rsquo;nation.com &#8211; L&rsquo;innovation \u00e0 l&rsquo;\u00e8re des r\u00e9seaux sociaux, \u00e9voquera l\u2019importance d\u2019engager collaborateurs et consommateurs autour de 12 tendances li\u00e9es \u00e0 l\u2019exp\u00e9rience client augment\u00e9e.<\/li>\n<li><strong>Guewen Loussouarn<\/strong>, Co-fondateur de <strong>Haigo<\/strong>, nous interpellera : et si la v\u00e9ritable innovation, c&rsquo;\u00e9tait de ne pas oublier le mot \u00ab utilisateur \u00bb dans son exp\u00e9rience utilisateur ? Comment revenir aux basiques : l&rsquo;humain derri\u00e8re la donn\u00e9e, le visage derri\u00e8re l&rsquo;insight consommateur, le parcours derri\u00e8re l&rsquo;outil. Comment le Design Thinking aide \u00e0 cr\u00e9er et promouvoir des produits et services que leurs utilisateurs aiment.<\/li>\n<\/ul>\n<p>Une <strong>partie Master class<\/strong> <em>Nouveaux r\u00e9flexes d&rsquo;innovation digitale<\/em>, anim\u00e9e par Guewen Loussouarn pour comprendre et commencer \u00e0 appliquer le Design Thinking \u00e0 votre strat\u00e9gie marketing. Vous passerez de l&rsquo;id\u00e9e \u00e0 l&rsquo;action lors d&rsquo;un atelier qui mixera th\u00e9orie et pratique pour vous donner les cl\u00e9s de cette m\u00e9thodologie centr\u00e9e sur l&rsquo;utilisateur et le prototypage rapide.<\/p>\n<p>Pour s\u2019inscrire, c\u2019est <a href=\"https:\/\/www.adetem.org\/club-adetem-exp-digitale\/\">ici<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jusqu\u2019au d\u00e9but des ann\u00e9es 2000, l\u2019innovation renvoyait en marketing \u00e0 des process bien \u00e9tablis avec une phase importante d\u2019immersion consommateurs en amont pour d\u00e9gager des insights, puis une ou plusieurs \u00e9tapes de validation aupr\u00e8s des m\u00eames consommateurs. Le digital a fait exploser ces m\u00e9caniques bien&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25624,"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":[130],"tags":[168,177],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>L\u2019exp\u00e9rience digitale au c\u0153ur de l\u2019innovation - 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=\"https:\/\/consumerinsight.eu\/marketingisdead\/lexperience-digitale-coeur-de-linnovation\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019exp\u00e9rience digitale au c\u0153ur de l\u2019innovation - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Jusqu\u2019au d\u00e9but des ann\u00e9es 2000, l\u2019innovation renvoyait en marketing \u00e0 des process bien \u00e9tablis avec une phase importante d\u2019immersion consommateurs en amont pour d\u00e9gager des insights, puis une ou plusieurs \u00e9tapes de validation aupr\u00e8s des m\u00eames consommateurs. 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