{"id":25788,"date":"2018-10-01T14:02:06","date_gmt":"2018-10-01T14:02:06","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25788"},"modified":"2018-10-01T14:02:06","modified_gmt":"2018-10-01T14:02:06","slug":"un-papier-demode","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/un-papier-demode\/","title":{"rendered":"Un papier d\u00e9mod\u00e9"},"content":{"rendered":"<p>La s\u00e9mio n\u2019est plus \u00e0 la mode\u00a0! Finis les d\u00e9bats entre Barth\u00e9siens et Greimasiens \u2026 sans oublier les tenants d\u2019Eco ou de Pierce\u00a0!<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Barthes.jpg\"><img data-attachment-id=\"25789\" data-permalink=\"http:\/\/consumerinsight.eu\/marketingisdead\/un-papier-demode\/barthes\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Barthes.jpg?fit=527%2C469\" data-orig-size=\"527,469\" 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=\"Barthes\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Barthes.jpg?fit=300%2C267\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Barthes.jpg?fit=527%2C469\" loading=\"lazy\" class=\"size-medium wp-image-25789 alignleft\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Barthes.jpg?resize=300%2C267\" alt=\"\" width=\"300\" height=\"267\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Barthes.jpg?resize=300%2C267 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Barthes.jpg?resize=125%2C112 125w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Barthes.jpg?w=527 527w\" sizes=\"(max-width: 300px) 100vw, 300px\" data-recalc-dims=\"1\" \/><\/a>Dommage, car c\u2019est quand une langue bouge que l\u2019on a le plus besoin de s\u00e9mioticiens pour \u00e9viter de dire des b\u00eatises \u2013 dire, avec des mots ou des images, car il n\u2019y a pas que la langue parl\u00e9e qui se transforme \u00e0 grande vitesse.<\/p>\n<p>Il y a quelques ann\u00e9es, inclure un double <em>\u00ab\u00a0oo\u00a0\u00bb<\/em> dans un marque vous connotait High Tech\u00a0: Google, Wanadoo, etc. Aujourd\u2019hui cela vous cat\u00e9gorise vintage pour ne pas dire \u2026 ringard.<\/p>\n<p>Une <em>\u00ab\u00a0offre Premium\u00a0\u00bb<\/em> aujourd\u2019hui, c\u2019est bien souvent une offre payante \u00e0 c\u00f4t\u00e9 d\u2019une gratuite, mais basique\u00a0: bref c\u2019est mieux, mais c\u2019est plus cher, l\u2019expression s\u2019est s\u00e9mantis\u00e9e.<\/p>\n<p>Quand une agence immobili\u00e8re me dit\u00a0: <em>\u00ab\u00a0Chez Axium, le sens le proximit\u00e9, c\u2019est Pr\u00e9mium\u00a0\u00bb<\/em>, je traduit\u00a0: \u00ab\u00a0<em>Le sens le proximit\u00e9, c\u2019est \u2026 plus cher\u00a0\u00bb\u00a0<\/em>! Il y a l\u2019offre normal, sans <em>\u00ab\u00a0sens de la proximit\u00e9\u00a0\u00bb<\/em>\u00a0; si vous le voulez pas payer plus cher, allez donc voir ailleurs\u00a0!<\/p>\n<p>Pas sympa de flinguer ainsi une petite campagne de pub \u2013 quand m\u00eame des 4&#215;3 dans le m\u00e9tro \u2013 mais faut bien commencer par un bout\u00a0: car il y a tant d\u2019affiches qui parlent de travers dans les couloirs sous terrains, que c\u2019est tout une encyclop\u00e9die des erreurs s\u00e9miotiques que l\u2019on pourrait r\u00e9aliser.<\/p>\n<p><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Premium.jpg\"><img data-attachment-id=\"25790\" data-permalink=\"http:\/\/consumerinsight.eu\/marketingisdead\/un-papier-demode\/premium\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Premium.jpg?fit=640%2C471\" data-orig-size=\"640,471\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;1.9&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;SM-A510F&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1536840448&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;3.7&quot;,&quot;iso&quot;:&quot;80&quot;,&quot;shutter_speed&quot;:&quot;0.125&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"Premium\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Premium.jpg?fit=300%2C221\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Premium.jpg?fit=640%2C471\" loading=\"lazy\" class=\" wp-image-25790 aligncenter\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Premium.jpg?resize=348%2C256\" alt=\"\" width=\"348\" height=\"256\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Premium.jpg?resize=300%2C221 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Premium.jpg?resize=600%2C442 600w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/10\/Premium.jpg?w=640 640w\" sizes=\"(max-width: 348px) 100vw, 348px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p>Je pense que dans les mois qui viennent, je vais multiplier les photos pour vous abreuver de s\u00e9mio.<\/p>\n<p>Vintage, ce blog\u00a0?<\/p>\n<p>PS\u00a0: et les photos de Barthes avec une cigarette au bec, c\u2019est pas vintage\u00a0?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La s\u00e9mio n\u2019est plus \u00e0 la mode\u00a0! Finis les d\u00e9bats entre Barth\u00e9siens et Greimasiens \u2026 sans oublier les tenants d\u2019Eco ou de Pierce\u00a0! Dommage, car c\u2019est quand une langue bouge que l\u2019on a le plus besoin de s\u00e9mioticiens pour \u00e9viter de dire des b\u00eatises \u2013&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25789,"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":[148],"tags":[352,351],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Un papier d\u00e9mod\u00e9 - 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\/un-papier-demode\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Un papier d\u00e9mod\u00e9 - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"La s\u00e9mio n\u2019est plus \u00e0 la mode\u00a0! 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Et c\u2019est tant mieux car c\u2019est le type m\u00eame de fausse bonne id\u00e9e qui semble partir d\u2019une bonne intention \u2026 ouf, fallait\u2026","rel":"","context":"Dans &quot;Coups de gueule&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/05\/1200px-Institut_de_France_-_Acad\u00e9mie_fran\u00e7aise_et_pont_des_Arts.jpg?fit=574%2C480&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25304,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/iot-lexperience-client-ne-sera-rendez\/","url_meta":{"origin":25788,"position":1},"title":"IoT : l&rsquo;exp\u00e9rience client ne sera pas au rendez-vous\u00a0!","date":"5 janvier 2017","format":"gallery","excerpt":"Le CES s\u2019ouvre \u00e0 Las Vegas et les startups fran\u00e7aises y occupent une place de choix\u00a0: l\u2019IoT sera hexagonal \u00e0 en croire les commentateurs \u2026 fran\u00e7ais\u00a0! Quand on analyse le succ\u00e8s \u2013 euph\u00e9misme\u00a0! \u2013 des montres connect\u00e9es, on comprend que le march\u00e9 ne deviendra r\u00e9ellement mature que lorsqu\u2019il d\u00e9passera le\u2026","rel":"","context":"Dans &quot;C\u2019est d\u00e9j\u00e0 demain&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2017\/01\/Chaudi\u00e8re.jpg?fit=640%2C427&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24709,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/de-lutilite-du-marketing-dans-les-startups\/","url_meta":{"origin":25788,"position":2},"title":"De l\u2019utilit\u00e9 du marketing dans les startups","date":"1 septembre 2013","format":false,"excerpt":"Article publi\u00e9 pendant les vacances dans Business Angel France.Il y a\u00a0un an, Olivier Aizac, le fondateur du Bon Coin intervenait \u00e0 la Nuit du Marketing organis\u00e9e par l\u2019Adetem\u00a0: devant un plateau de plusieurs centaines de marketers, il r\u00e9v\u00e9lait que le marketing n\u2019avait jamais constitu\u00e9 une pr\u00e9occupation pour lui. En 2012,\u2026","rel":"","context":"Dans &quot;Articles, publications&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":25149,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/cher-monsieur-richard\/","url_meta":{"origin":25788,"position":3},"title":"Cher Monsieur Richard &#8230;","date":"27 septembre 2016","format":"gallery","excerpt":"Cher Monsieur Richard Quand vous avez inaugur\u00e9 Orange Gardens, j\u2019ai cru que vous dirigiez une multinationale du High Tech tourn\u00e9e vers l\u2019avenir\u00a0; depuis quelques jours, je constate que vous dirigez toujours une Direction G\u00e9n\u00e9rale des T\u00e9l\u00e9communications, c\u2019est-\u00e0-dire une administration bien vieillotte. Vous voyagez beaucoup, moi moins, mais vous savez qu\u2019un\u2026","rel":"","context":"Dans &quot;Coups de gueule&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2016\/09\/Triste.jpg?fit=1024%2C768&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":25753,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/ou-partent-les-donnees-de-mes-voisins\/","url_meta":{"origin":25788,"position":4},"title":"O\u00f9 partent les donn\u00e9es de mes voisins\u00a0?","date":"12 juin 2018","format":"gallery","excerpt":"Parti trop t\u00f4t \u2026 ou mal parti\u00a0? En 2010, 01net \u00e9voquait ainsi Peuplade\u00a0: \u00ab\u00a0C'est le r\u00e9seau social entre voisins le plus ancien (sept ans d'existence) et le plus abouti\u00a0\u00bb\u00a0; aujourd\u2019hui, peuplade.fr se r\u00e9sume \u2026 \u00e0 un site pour \u00ab\u00a0faire des rencontres locales, trouver l\u2019amour ou bien faire des rencontres amicales\u2026","rel":"","context":"Dans &quot;Actualit\u00e9&quot;","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/06\/Voisins.jpg?fit=640%2C477&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":24712,"url":"http:\/\/consumerinsight.eu\/marketingisdead\/la-presse-a-t-elle-un-avenir-2\/","url_meta":{"origin":25788,"position":5},"title":"La presse a-t-elle un avenir ?","date":"26 janvier 2009","format":false,"excerpt":"Mes copains de Courts circuits ont d\u00e9marr\u00e9 une vaste r\u00e9flexion sur la presse et son avenir \u2013 c\u2019est dans l\u2019air du temps \u2013 et s\u2019interrogent notamment sur \"les nouveaux enjeux de la libre circulation de l'information port\u00e9e par les NTIC\". S\u2019interrogent \u2026 et m\u2019interrogent sur l\u2019opportunit\u00e9 \"d\u2019humaniser l'\u00e9metteur pour recr\u00e9er\u2026","rel":"","context":"Dans &quot;Articles, publications&quot;","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25788"}],"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=25788"}],"version-history":[{"count":1,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25788\/revisions"}],"predecessor-version":[{"id":25791,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/25788\/revisions\/25791"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/25789"}],"wp:attachment":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=25788"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=25788"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=25788"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}