{"id":25710,"date":"2018-04-12T15:02:29","date_gmt":"2018-04-12T15:02:29","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25710"},"modified":"2018-04-18T07:38:42","modified_gmt":"2018-04-18T07:38:42","slug":"marques-de-lattachement-a-la-defiance","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/marques-de-lattachement-a-la-defiance\/","title":{"rendered":"Marques : de l\u2019attachement \u00e0 la d\u00e9fiance"},"content":{"rendered":"<p>La rumeur court que chez un grand op\u00e9rateur de la t\u00e9l\u00e9vision, existe une salle capitonn\u00e9e o\u00f9 les clients m\u00e9contents peuvent de d\u00e9fouler ; bien s\u00fbr, ce n\u2019est qu\u2019une rumeur mais \u2026<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/04\/ob_cfba61_hyene3.jpeg\"><img data-attachment-id=\"25711\" data-permalink=\"http:\/\/consumerinsight.eu\/marketingisdead\/marques-de-lattachement-a-la-defiance\/ob_cfba61_hyene3\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/04\/ob_cfba61_hyene3.jpeg?fit=1600%2C1065\" data-orig-size=\"1600,1065\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"ob_cfba61_hyene3\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/04\/ob_cfba61_hyene3.jpeg?fit=300%2C200\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/04\/ob_cfba61_hyene3.jpeg?fit=1024%2C682\" loading=\"lazy\" class=\"size-medium wp-image-25711 alignleft\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/04\/ob_cfba61_hyene3.jpeg?resize=300%2C200\" alt=\"\" width=\"300\" height=\"200\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/04\/ob_cfba61_hyene3.jpeg?resize=300%2C200 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/04\/ob_cfba61_hyene3.jpeg?resize=768%2C511 768w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/04\/ob_cfba61_hyene3.jpeg?resize=1024%2C682 1024w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/04\/ob_cfba61_hyene3.jpeg?resize=600%2C399 600w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/04\/ob_cfba61_hyene3.jpeg?resize=700%2C466 700w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/04\/ob_cfba61_hyene3.jpeg?resize=1100%2C732 1100w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/04\/ob_cfba61_hyene3.jpeg?w=1600 1600w\" sizes=\"(max-width: 300px) 100vw, 300px\" data-recalc-dims=\"1\" \/><\/a>Le marketing<em> \u00ab traditionnel \u00bb<\/em> parle \u2013 bien au-del\u00e0 de la satisfaction client \u2013 de confiance, d\u2019attachement \u00e0 la marque, de fid\u00e9lit\u00e9 ; le Web social a ajout\u00e9 la notion de likes \u2013 d\u2019amour \u2013 et de tiers de confiance !<\/p>\n<p>Et pourtant, les consommateurs semblent plus entrer aujourd\u2019hui dans le registre de la d\u00e9fiance envers les marques \u2013 on fait confiance \u00e0 des amis que l\u2019on ne conna\u00eet pas vraiment, mais on se m\u00e9fie des marques \u2013, voire de la d\u00e9testation et de la vengeance : on se l\u00e2che sur le Twitter ou Facebook, parfois totalement gratuitement.<\/p>\n<p>Comment en sommes-nous arriv\u00e9s l\u00e0 ? Et que pouvons-nous faire pour regagner, sinon un attachement inconditionnel, du moins un peu de confiance ?<\/p>\n<p>Pour r\u00e9pondre \u00e0 ces questions, le <strong>Club Exp\u00e9rience Digitale<\/strong> de l\u2019<strong>Adetem<\/strong> questionnera le jeudi 17 mai plusieurs experts :<\/p>\n<ul>\n<li><em>La marque, l\u2019ultime punching ball<\/em>, par <strong>Fran\u00e7ois Laurent<\/strong>, Copr\u00e9sident de l\u2019<strong>Adetem <\/strong>et auteur de <em>Marketing, 100 pages, \u00e7a suffit<\/em>. Si les consommateurs ont pris conscience que, sous couvert d\u2019une certaine gratuit\u00e9, les marques leur volent des donn\u00e9es, mais aussi une certaine intimit\u00e9, en retour, ces derniers s\u2019octroient le droit, non seulement de r\u00e9cup\u00e9rer ce qu\u2019ils estiment leur d\u00fb, mais \u00e9galement d\u2019\u00e9gratigner plus ou moins fortement les marques, parfois juste pour le fun.<\/li>\n<li><strong>Georges-Edouard DIAS<\/strong>, co-fondateur de <strong>QuantStreams<\/strong> et auteur du <em>Manifeste pour l\u2019Hospitalit\u00e9 des Marques<\/em> : Voil\u00e0 des ann\u00e9es que les entreprises d\u00e9clarent avoir mis le client au pinacle de leurs pr\u00e9occupations. Le client, qui ne voit rien venir, est en train de perdre patience, persuad\u00e9 qu\u2019en fin de compte, les marques n\u2019en veulent qu\u2019\u00e0 son argent. Or, l\u2019engagement d\u2019un client ne se limite pas seulement \u00e0 ce qu\u2019il est pr\u00eat \u00e0 payer : aujourd\u2019hui, dans un monde digital, ce qu\u2019il \u00e9change avec ses pairs, les suggestions qu\u2019il peut faire, voire sa participation volontaire \u00e0 des t\u00e2ches qui auraient d\u00fb \u00eatre assum\u00e9es par la marque, rec\u00e8lent autant \u2013 voire plus- de valeur que l\u2019argent qu\u2019il d\u00e9pense. Visiblement, seuls les g\u00e9ants du digital l\u2019ont compris \u2026<\/li>\n<li><strong>Ga\u00e9tan Demulier<\/strong>, Agr\u00e9g\u00e9 de Philosophie, Professeur en classes pr\u00e9paratoires au <strong>Lyc\u00e9e Hoche<\/strong>, Versailles : Sous les dehors de r\u00e9actions spontan\u00e9es, subjectives et irrationnelles, confiance et d\u00e9fiance doivent sans doute \u00eatre repens\u00e9es comme des attitudes sens\u00e9es, fond\u00e9es sur des raisons d&rsquo;\u00eatre dont il est possible d&rsquo;interroger la logique. Comment se construisent-elles et se r\u00e9am\u00e9nagent-elles dans le temps, comment s&rsquo;articulent-elles \u00e0 l&rsquo;esprit critique ? Quels en sont les leviers ?<\/li>\n<li><strong>Hugues Cazenave<\/strong>, Pr\u00e9sident, <strong>OpinionWay<\/strong> : Les consommateurs agissent de plus en plus en tant que citoyens. De leur c\u00f4t\u00e9, les marques sont aussi per\u00e7ues comme des entreprises et des institutions. Elles ne peuvent \u00e9chapper \u00e0 ce mouvement de d\u00e9fiance qui s\u2019est intensifi\u00e9. Pourtant, elles disposent encore de leviers pour regagner de la confiance chez les citoyens-consommateurs. A condition de mieux les \u00e9couter et surtout de mieux les comprendre \u2026<\/li>\n<\/ul>\n<p>Cette 1\u00e8re partie sera suivie d\u2019une table ronde r\u00e9unissant des responsables marketing de grandes entreprises :<\/p>\n<ul>\n<li><strong>Maryse Mougin<\/strong>, Customer Experience Director, <strong>La Poste<\/strong>,<\/li>\n<li><strong>Yvan Delegue<\/strong>, Multimedia Applications Director, <strong>Orange<\/strong>,<\/li>\n<li><strong>Fr\u00e9d\u00e9ric Cantat<\/strong>, Chef du service des \u00e9tudes et du marketing<strong>, Institut G\u00e9ographique National<\/strong>,<\/li>\n<li><strong>Emmanuel Chazalet<\/strong>, Responsable de la communication externe, <strong>AG2R La Mondiale<\/strong>.<\/li>\n<\/ul>\n<p>Pour s&rsquo;inscrire, c&rsquo;est <a href=\"https:\/\/www.adetem.org\/club-adetem-exp-digitale\/\">ici<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La rumeur court que chez un grand op\u00e9rateur de la t\u00e9l\u00e9vision, existe une salle capitonn\u00e9e o\u00f9 les clients m\u00e9contents peuvent de d\u00e9fouler ; bien s\u00fbr, ce n\u2019est qu\u2019une rumeur mais \u2026 Le marketing \u00ab traditionnel \u00bb parle \u2013 bien au-del\u00e0 de la satisfaction client \u2013&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25711,"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":[168,335,336],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - 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Et les grands perdants sont \u2026 les marques\u00a0! Face \u00e0 une telle situation, bon nombre de consommateurs font d\u00e9velopper des r\u00e9actions d\u2019adaptation, voire de survie\u00a0: comment pr\u00e9server \u2013 ou\u2026","rel":"","context":"Dans &quot;Demain l\u2019assurance&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2020\/01\/LB.jpg?fit=435%2C372&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25394,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/restaurer-confiance-envers-marques-dassurance-utopie\/","url_meta":{"origin":25710,"position":1},"title":"Restaurer la confiance envers les marques d&rsquo;assurance\u00a0: une utopie\u00a0?","date":"11 mai 2017","format":false,"excerpt":"Les Fran\u00e7ais n\u2019aiment pas leurs assureurs et leurs banquiers qui leur rendent bien\u00a0: au-del\u00e0 du lieu commun \u2013 il est toujours de bon ton de taper sur ceux qui g\u00e8rent nos sous ou que l\u2019on paie pour des services qu\u2019on esp\u00e8re, ils ne nous rendront pas \u2013, on constate \u00ab\u2026","rel":"","context":"Dans &quot;Actualit\u00e9&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/05\/M\u00e9fiance.jpg?fit=640%2C640&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26440,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/philippe-rondeau-et-la-grande-rebellion-des-consommateurs\/","url_meta":{"origin":25710,"position":2},"title":"Philippe Rondeau et la grande r\u00e9bellion des consommateurs","date":"17 mai 2021","format":"gallery","excerpt":"Le marketing a trop souvent consid\u00e9r\u00e9 les consommateurs comme des cibles taillables \u00e0 merci, pourvu qu\u2019on leur propose des produits et\/ou services \u00e0 peu pr\u00e8s adapt\u00e9s \u00e0 leurs besoin \u2026 sauf qu\u2019aujourd\u2019hui, \u00e7a marche de moins en moins \u2013 voire plus du tout selon les populations \u00e0 qui on s\u2019adresse\u00a0:\u00a0la\u2026","rel":"","context":"Dans &quot;Interviews&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2021\/05\/Phillippe-Rondeau-27-03-12-41.jpg?fit=600%2C600&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26202,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/des-gentils-bisounours-aux-vilains-trolls-2\/","url_meta":{"origin":25710,"position":3},"title":"Des gentils Bisounours aux vilains Trolls #2","date":"18 juin 2020","format":"gallery","excerpt":"2\u00e8me partie de ma contribution \u00e0 l\u2019ouvrage collectif WEB 2.0 15 ans d\u00e9j\u00e0 et apr\u00e8s\u00a0?\u00a0; pour lire celles de mes copains, le livre s\u2019ach\u00e8te ici \u2026 et pour relire la 1\u00e8re partie, c\u2019est ici. 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 &quot;Livres&quot;","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":25168,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/clefs-de-confiance\/","url_meta":{"origin":25710,"position":4},"title":"Les clefs de la confiance","date":"12 octobre 2016","format":"gallery","excerpt":"Les consommateurs se tournent de plus en plus vers leurs semblables \u2013 en fait, de parfaits inconnus la plupart du temps, pompeusement baptis\u00e9s de tiers de confiance \u2013 par m\u00e9fiance dans les produits, les services, les marques, les institutions\u00a0\u2026 en un mot, tout ce qu\u2019il y avait encore quelques ann\u00e9es\u2026","rel":"","context":"Dans &quot;Actualit\u00e9&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/10\/Factory.jpg?fit=1048%2C413&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26008,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/des-gentils-bisounours-aux-vilains-trolls\/","url_meta":{"origin":25710,"position":5},"title":"Des gentils Bisounours aux vilains Trolls","date":"23 septembre 2019","format":"gallery","excerpt":"Il y avait bien d\u00e9j\u00e0 eu un 1er travail de sape d\u00e8s 1976 avec le lancement des Produits Libres par Carrefour\u00a0: d\u00e9sormais, ce n\u2019est la marque du fabricant qui cautionne le produit, mais l\u2019enseigne qui le distribue. Il y avait bien eu aussi une alerte \u00e0 la fin des ann\u00e9es\u2026","rel":"","context":"Dans &quot;Actualit\u00e9&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/09\/P1500770.jpg?fit=538%2C480&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25710"}],"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=25710"}],"version-history":[{"count":4,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25710\/revisions"}],"predecessor-version":[{"id":25721,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25710\/revisions\/25721"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25711"}],"wp:attachment":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25710"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25710"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25710"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}