{"id":26823,"date":"2024-09-10T07:23:17","date_gmt":"2024-09-10T07:23:17","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=26823"},"modified":"2024-09-10T07:24:44","modified_gmt":"2024-09-10T07:24:44","slug":"et-si-le-marketing-se-reinventait-par-valerie-brisac","status":"publish","type":"post","link":"http:\/\/consumerinsight.eu\/marketingisdead\/et-si-le-marketing-se-reinventait-par-valerie-brisac\/","title":{"rendered":"Et si le marketing se r\u00e9inventait, par Val\u00e9rie Brisac"},"content":{"rendered":"\n
\"\"<\/a><\/figure><\/div>\n\n\n\n

Val\u00e9rie Brisac, Directrice g\u00e9n\u00e9rale de la Communaut\u00e9 des Entreprises \u00e0 Mission, interviendra le 17 Octobre 2024 lors de la matin\u00e9e du Comit\u00e9 Scientifique<\/strong> de l\u2019Adetem <\/strong>: Le dernier d\u00e9fi du marketing : r\u00e9former l\u2019entreprise !<\/em><\/p>\n\n\n\n

En avant-premi\u00e8re, elle r\u00e9pond \u00e0 la question : \u00ab Dans son dernier manifeste, \u00e0 para\u00eetre \u00e0 l’occasion des 70 ans de l’Adetem, son Conseil Scientifique \u00e9crit : \u00ab\u00a0Et si le marketing se r\u00e9inventait pour contribuer \u00e0 la recherche d\u2019un \u00e9quilibre entre libert\u00e9s individuelles et responsabilit\u00e9 collective, au profit de tous et de notre plan\u00e8te ? En r\u00e9orientant son savoir-faire, en s\u2019ouvrant, en conciliant. En red\u00e9finissant la place et le r\u00f4le du marketeur dans l\u2019entreprise et le corps social.\u00a0\u00bb<\/em> : que vous inspire cette r\u00e9flexion ? \u00bb<\/p>\n\n\n\n

Val\u00e9rie Brisac : <\/strong>\u00ab Se poser cette question, c\u2019est reconna\u00eetre que la responsabilit\u00e9 collective a \u00e9t\u00e9 trop longtemps ignor\u00e9e. Il est temps en effet de r\u00e9\u00e9quilibrer libert\u00e9 et responsabilit\u00e9, car il n\u2019y a pas de libert\u00e9 sans responsabilit\u00e9, que ce soit au niveau de l\u2019entreprise ou au niveau des individus. Nous sortons tout juste d\u2019une sorte de c\u00e9cit\u00e9 collective, o\u00f9 le \u00ab\u00a0toujours plus\u00a0\u00bb, la cr\u00e9ation de nouveaux besoins sans limites n\u2019\u00e9tait pas questionn\u00e9e, du moment que cela servait les int\u00e9r\u00eats de l\u2019entreprise et que le march\u00e9 r\u00e9pondait. Des g\u00e9n\u00e9rations de consommateurs ont grandi dans un syst\u00e8me o\u00f9 le marketing a glorifi\u00e9 la consommation, en a fait un marqueur social, de diff\u00e9renciation, voire de source unique du bonheur, sans se pr\u00e9occuper des impacts de ce mod\u00e8le. Aujourd\u2019hui, on voit bien que cela ne tient plus, tant les signaux, les \u00e9tudes, les alertes fusent de partout, et que la soci\u00e9t\u00e9 est en attente d\u2019un autre discours.<\/p>\n\n\n\n

\u00ab Se r\u00e9inventer : c\u2019est vraiment le mot, tant le changement n\u00e9cessite un r\u00e9trop\u00e9dalage complet, et ce \u00e0 plusieurs niveaux. Il faut commencer par prendre conscience du fait que l\u2019entreprise a un pouvoir tr\u00e8s important, \u00e0 la fois dans sa proposition de service mais \u00e9galement sur la culture, les messages qu\u2019elle transmet, et les moyens dont elle dispose. Ce pouvoir oblige, et les marketeurs doivent reprendre les sujets \u00e0 la base : au niveau des produits et services (en quoi ce que l\u2019entreprise propose est utile ? de qualit\u00e9 ? apporte des bienfaits ? en quoi le mod\u00e8le de production est-il responsable ?) ; des messages (quels comportements l\u2019entreprise essaie-t-elle d\u2019induire ? favorisent-ils le collectif ?) ; des canaux (comment est-ce que je m\u2019adresse \u00e0 mon march\u00e9 ? est-ce responsable ?), etc. C\u2019est tout le syst\u00e8me de pens\u00e9e qu\u2019il faut remettre \u00e0 plat.<\/p>\n\n\n\n

\u00ab Le marketing ne peut se r\u00e9inventer seul, il lui faut un mandat clair de la part de la gouvernance. Sans changement de logiciel, les marketeurs ne pourront pas changer structurellement les choses, si le seul indicateur reste celui du r\u00e9sultat \u00e0 court terme. Les \u00e9quipes marketing pourront proposer, tester de nouvelles approches, mais ne pourront pas aller plus loin sans changement de strat\u00e9gie et d\u2019indicateurs de performance. C\u2019est le propre des entreprises \u00e0 mission que de donner la possibilit\u00e9 \u00e0 la gouvernance d\u2019adopter une nouvelle boussole, qui r\u00e9\u00e9quilibre justement libert\u00e9 et responsabilit\u00e9. Ce cadre laisse toute sa place \u00e0 l\u2019innovation, \u00e0 la cr\u00e9ativit\u00e9 des \u00e9quipes R&D, marketing, au service d\u2019objectifs conjuguant int\u00e9r\u00eat \u00e9conomique et impacts positifs pour l\u2019environnement et la soci\u00e9t\u00e9.<\/p>\n\n\n\n

\u00ab La bonne nouvelle, c\u2019est que dans ce nouveau cadre de libert\u00e9 d\u2019action, le marketing peut faire des merveilles au service d\u2019un nouveau r\u00e9cit, tant son pouvoir est grand. Imaginons tous les savoir-faire des marketeurs d\u00e9di\u00e9s \u00e0 la red\u00e9finition de la proposition de valeur : nouvelle raison d\u2019\u00eatre de l\u2019entreprise, capacit\u00e9 d\u2019innovation, veille sur les attentes profondes de la soci\u00e9t\u00e9, choix d\u2019influenceurs, de canaux de communication, de nouveaux \u00e9l\u00e9ments de langage … Tous ces talents, ces outils, cette exp\u00e9rience accumul\u00e9e, mis au service d\u2019un nouveau projet permettant d\u2019articuler libert\u00e9 et responsabilit\u00e9, peuvent tr\u00e8s concr\u00e8tement changer les choses, ringardiser certains modes de consommation et en valoriser d\u2019autres. Et ce faisant, remobiliser les \u00e9quipes autour d\u2019un projet servant non seulement l\u2019entreprise, mais aussi la soci\u00e9t\u00e9 dans son ensemble \u00bb.<\/p>\n","protected":false},"excerpt":{"rendered":"

Val\u00e9rie Brisac, Directrice g\u00e9n\u00e9rale de la Communaut\u00e9 des Entreprises \u00e0 Mission, interviendra le 17 Octobre 2024 lors de la matin\u00e9e du Comit\u00e9 Scientifique de l\u2019Adetem : Le dernier d\u00e9fi du marketing : r\u00e9former l\u2019entreprise ! En avant-premi\u00e8re, elle r\u00e9pond \u00e0 la question : \u00ab Dans son dernier manifeste, \u00e0…<\/p>\n","protected":false},"author":2,"featured_media":26824,"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":[149],"tags":[168,650],"yoast_head":"\nEt si le marketing se r\u00e9inventait, par Val\u00e9rie Brisac - 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\/et-si-le-marketing-se-reinventait-par-valerie-brisac\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Et si le marketing se r\u00e9inventait, par Val\u00e9rie Brisac - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Val\u00e9rie Brisac, Directrice g\u00e9n\u00e9rale de la Communaut\u00e9 des Entreprises \u00e0 Mission, interviendra le 17 Octobre 2024 lors de la matin\u00e9e du Comit\u00e9 Scientifique de l\u2019Adetem : Le dernier d\u00e9fi du marketing : r\u00e9former l\u2019entreprise ! 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Voil\u00e0 ce que vous propose Kawa, mon \u00e9diteur favori qui vient de publier\u00a0Le marketing augment\u00e9, le dernier ouvrage du Conseil Scientifique de l\u2019Adetem\u00a0: partir du 1er\u00a0au 3 f\u00e9vrier 2016 \u00e0 La Clusaz pour tout savoir sur la transformation digitale, l\u2019innovation et le Marketing d\u2019aujourd\u2019hui. 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