{"id":26113,"date":"2020-02-02T14:30:42","date_gmt":"2020-02-02T14:30:42","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26113"},"modified":"2020-01-30T14:33:56","modified_gmt":"2020-01-30T14:33:56","slug":"les-francais-leurs-budgets-et-les-marques-2","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/les-francais-leurs-budgets-et-les-marques-2\/","title":{"rendered":"Les Fran\u00e7ais, leurs budgets et les marques #2"},"content":{"rendered":"\n

2nde<\/sup> partie de ma contribution\nau livre blanc : Imaginer\nl\u2019assurance de demain<\/em>, publi\u00e9 par le Think <\/em>Tank<\/em> Demain l\u2019assurance<\/strong>, t\u00e9l\u00e9chargeable ici<\/a>.\n<\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Et\nles grands perdants sont \u2026 les marques !<\/strong><\/p>\n\n\n\n

Face \u00e0 une telle situation, bon\nnombre de consommateurs font d\u00e9velopper des r\u00e9actions d\u2019adaptation, voire de\nsurvie : comment pr\u00e9server \u2013 ou retrouver \u2013 du pouvoir d\u2019achat quand\nparfois on a l\u2019impression que tout prend l\u2019eau ? <\/p>\n\n\n\n

En se ruant sur ce qui est gratuit \u2013\non peut encore acc\u00e9der \u00e0 des tas de contenus gratuit sur la toile, l\u00e9galement\nou pas \u2013 ou moins cher : d\u2019o\u00f9 le succ\u00e8s du low coast dans les transports, de sites comme\nBooking dans l\u2019h\u00f4tellerie, des comparateurs de prix, notamment dans l\u2019assurance\n\u2026 et des promotions diverses et vari\u00e9es, jusqu\u2019\u00e0 la d\u00e9mesure du Black Friday et\nautres Cyber Monday.<\/p>\n\n\n\n

Avec des offres \u00ab Jusqu\u2019\u00e0 \u2013 70% \u00bb<\/em> qui pullulent sur les sites Web et dans\nles vitrine des magasins \u2026 et les clients de s\u2019interroger sur le \u00ab vrai \u00bb<\/em> prix d\u2019un t\u00e9l\u00e9phone,\nd\u2019un t\u00e9l\u00e9viseur, d\u2019un r\u00e9frig\u00e9rateur : ils n\u2019ont plus vraiment l\u2019impression\nde faire de bonnes affaires pendant d\u2019ultra courtes p\u00e9riodes mais plut\u00f4t d\u2019en\nfaire de mauvaises tout le reste de l\u2019ann\u00e9e \u2026<\/p>\n\n\n\n

\u2026 sauf qu\u2019ils vont \u00e9galement\nd\u00e9couvrir que pendant que m\u00eame pendant ces courtes p\u00e9riodes ils en font surtout\nde mauvaises : car, comme le souligne l\u2019UFC Que Choisir<\/em>, non seulement \u00ab la\npart de produits faisant l\u2019objet d\u2019une vraie promotion \u00e0 l\u2019occasion du Black\nFriday est faible \u00bb<\/em>, mais \u00ab l\u2019ampleur\ndes ristournes est plus que limit\u00e9e \u00bb<\/em>.[1]<\/a><\/p>\n\n\n\n

D\u2019o\u00f9 une perte accrue de confiance\ndans les marques et les distributeurs, tous secteurs confondus : chaque\n\u00e9pisode d\u2019une s\u00e9rie comme Les marques\nnous mentent-elles ?<\/em> du Youtubeur Le\nTatou<\/em> cartonne entre 2 et 3 millions de vues !<\/p>\n\n\n\n

Autre\ntactique d\u2019adaptation ou de survie dans un univers de pauvret\u00e9 accrue : se\npasser des entreprises ou des marques, avec des plateformes comme AirBnB<\/em> ou BlaBlaCar<\/em> : je me fais un compl\u00e9ment de revenus en louant mon\nappartement ou je paie mon cher mes d\u00e9placement en partageant la voiture d\u2019un\nparfait inconnu.<\/p>\n\n\n\n

Comment\n\u00eatre s\u00fbr que le logement que je vais louer pour mes vacances \u00e0 l\u2019autre bout du\nmonde sera de qualit\u00e9 ; ou que le chauffeur avec qui je vais voyager ne\nconduit pas dangereusement ? Simplement en me r\u00e9f\u00e9rant aux avis laiss\u00e9s\npar ceux qui m\u2019ont pr\u00e9c\u00e9d\u00e9 : des gens dont j\u2019ignore tout, mais en qui je\nvais malgr\u00e9 tout avoir confiance.<\/p>\n\n\n\n

Et\nce sont lesdits \u00ab tiers de\nconfiance \u00bb<\/em> comme les nomme d\u00e9sormais les marketers qui vont assurer\nle r\u00f4le auparavant d\u00e9volu aux marques : servir de rep\u00e8res aux\nconsommateurs ! Pierre plus s\u00fbr qu\u2019Ibis<\/em>,\net Paul plus rassurant que la SNCF<\/em> !<\/p>\n\n\n\n

D\u00e8s\nlors, que reste-t-il aux marques ? <\/p>\n\n\n\n

Pour\ncertains, elles ne sont plus qu\u2019objets de moquerie, voire de d\u00e9foulement :\nle trolling se d\u00e9veloppe sur les r\u00e9seaux sociaux \u2026 et tout est bon pour faire\nrire les autres socionautes, comme ce voyageur qui interpelle la SNCF sur\nTwitter : \u00ab Je suis \u00e0 bord du\ntrain qui va \u00e0 Lyon et je fraude \u00bb<\/em>.<\/p>\n\n\n\n

Certains\nsp\u00e9cialistes des m\u00e9dias sociaux admire le talents de certains\ncommunity managers\ncapables de r\u00e9pondre du tac au tac, dans le ton : mais franchement, le\nfutur du branding, est-ce de payer de tels communicants pour \u00ab assurer \u00bb<\/em> face \u00e0 des socionautes\nqui se moquent ouvertement des marques ?<\/p>\n\n\n\n

A\nmoins qu\u2019\u00e0 une \u00e9poque o\u00f9 bien des consommateurs ont du mal \u00e0 gagner leur pain\nquotidien, il ne faille leur offrir des jeux ?
<\/p>\n\n\n\n

\n\n\n\n

[1]<\/a> Que Choisir :\nBlack Friday 2019.<\/p>\n","protected":false},"excerpt":{"rendered":"

2nde partie de ma contribution au livre blanc : Imaginer l\u2019assurance de demain, publi\u00e9 par le Think Tank Demain l\u2019assurance, t\u00e9l\u00e9chargeable ici. Et les grands perdants sont \u2026 les marques ! Face \u00e0 une telle situation, bon nombre de consommateurs font d\u00e9velopper des r\u00e9actions d\u2019adaptation, voire de…<\/p>\n","protected":false},"author":2,"featured_media":26109,"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":[396],"tags":[180,265,335],"yoast_head":"\nLes Fran\u00e7ais, leurs budgets et les marques #2 - 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\/les-francais-leurs-budgets-et-les-marques-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les Fran\u00e7ais, leurs budgets et les marques #2 - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"2nde partie de ma contribution au livre blanc : Imaginer l\u2019assurance de demain, publi\u00e9 par le Think Tank Demain l\u2019assurance, t\u00e9l\u00e9chargeable ici. 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R\u00e9seaux sociaux, gaming, m\u00e9tavers\u00a0: \u00e0 vos marques, foncez\u00a0! 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MarketingIsDead\u00a0: Vous venez de publier Le luxe demain; mais le luxe a-t-il encore un avenir dans une soci\u00e9t\u00e9 qui n\u2019a jamais \u00e9t\u00e9 aussi in\u00e9galitaire\u2026","rel":"","context":"Dans "Interviews"","img":{"alt_text":"","src":"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2019\/11\/isa-2.jpg?fit=1003%2C1200&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26113"}],"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=26113"}],"version-history":[{"count":2,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26113\/revisions"}],"predecessor-version":[{"id":26115,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/posts\/26113\/revisions\/26115"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media\/26109"}],"wp:attachment":[{"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/media?parent=26113"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/categories?post=26113"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/consumerinsight.eu\/marketingisdead\/wp-json\/wp\/v2\/tags?post=26113"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}