{"id":24751,"date":"2013-05-02T09:34:19","date_gmt":"2013-05-02T09:34:19","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2013\/05\/02\/le-futur-du-marketing.html"},"modified":"2013-05-02T09:34:19","modified_gmt":"2013-05-02T09:34:19","slug":"le-futur-du-marketing-2","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/le-futur-du-marketing-2\/","title":{"rendered":"Le futur du marketing"},"content":{"rendered":"

\"Futur.jpg\"Parmi les r\u00e9centes questions re\u00e7ues d’\u00e9tudiants en pleine r\u00e9daction de leurs m\u00e9moires universitaires, celles de Damien qui s\u2019interroge sur le futur du marketing, vaste sujet !<\/span><\/p>\n

Question :<\/strong> Mes premi\u00e8res recherches<\/em> mettent en avant une profonde mutation du marketing ces derni\u00e8res ann\u00e9es \u2026<\/em><\/em><\/span><\/p>\n

Je ne saurais dire le contraire puisque que je la diagnostiquais d\u00e8s le d\u00e9but des ann\u00e9es 2000, dans La grande mutation des marques High Tech, puis dans Marketing 2.0 ! Les marketers ont prendre en compte ce que les chercheurs du Cluetrain Manifesto pr\u00e9disaient d\u00e8s 1999, \u00e0 une \u00e9poque o\u00f9 l\u2019o ne parlait pas encore de m\u00e9dias sociaux : les gens trouvent un grand plaisir \u00e0 discuter entre eux sur la toile. Ils parlent de tout et de rien \u2013 et des produits et des marques qu\u2019ils ach\u00e8tent aussi : on a appel\u00e9 ce nouvel Internet, Web 2.0, d\u2019o\u00f9 le nom de mon second livre consacr\u00e9 \u00e0 cette mutation soci\u00e9tale.<\/span><\/p>\n

Mais attention, marketers et publicitaires se laissent plus souvent fasciner par les mots que par les id\u00e9es : pour beaucoup, le Marketing 2.0 n\u2019est plus \u00e0 la mode, il faut passer \u00e0 autre chose \u2026 ce qui est stupide ! La rupture, c\u2019est le passage d\u2019une communication verticale (o\u00f9 les marques disposaient de tous les pouvoirs) \u00e0 une communication horizontale (o\u00f9 les consommateurs ont les moyens d\u2019engager le dialogue avec elles) : on voit mal ces derniers renoncer \u00e0 leurs nouveaux droits, sous pr\u00e9texte que ce n\u2019est plus \u00e0 la mode \u2026<\/span><\/p>\n

Question :<\/strong> Ces premi\u00e8res recherches font \u00e9galement ressortir des \u00e9volutions majeures dans 7 domaines diff\u00e9rents : Digital,  CRM, Innovation, Trade, Marketing de marque, Marketing Social\/durable, Comp\u00e9tences transversales : <\/em>laquelle trouvez-vous prioritaire et pourquoi ?<\/em><\/span><\/p>\n

Le digital n\u2019est pas une priorit\u00e9 : c\u2019est une r\u00e9alit\u00e9 ! Penser qu\u2019il faut digitaliser le marketing est un non sens : peut-on concevoir un marketing sans digitalisation .<\/span><\/p>\n

Le v\u00e9ritable challenge est certainement le dernier, celui des comp\u00e9tences transversales \u2026 mais elles ne doivent pas se limiter au comp\u00e9tences marketing. Les marketers doivent retirer leurs \u0153ill\u00e8res et regarder un peu en dehors du marketing, s\u2019int\u00e9resser aux sciences humaines, aux sciences cognitives, \u00e0 la \u00ab vraie \u00bb vie : il ne s\u2019agit pas d\u2019ausculter les consommateurs en commandant des \u00e9tudes de march\u00e9, il faut aussi se frotter aux citoyens, les rencontrer. On comprendra mieux les limites au pouvoir des marques en allant se promener entre les rayons d\u2019un hard discounter de banlieue.<\/span><\/p>\n

Evidemment, une telle ouverture d\u2019esprit ne s\u2019apprend pas, contrairement au marketing : c\u2019est pourquoi je pr\u00e9conise une formation universitaire avant de lancer dans le marketing, on y acquiert une d\u00e9marche intellectuelle, une curiosit\u00e9 que l\u2019on apprendra plus ensuite.<\/span><\/p>\n

Question :<\/strong> Quels m\u00e9tiers actuels consid\u00e9rez-vous comme essentiel pour r\u00e9pondre au marketing de demain ?<\/em><\/span><\/p>\n

Deux m\u00e9tiers me semblent fondamentaux.<\/span><\/p>\n

Le Consumer Insight Manager : celui qui va au contact des consommateurs pour mieux les comprendre ; c\u2019est une vision dynamique et pluridisciplinaire des services \u00e9tudes d\u2019antan. Son r\u00f4le, c\u2019est d\u2019inonder le marketing d\u2019id\u00e9es.<\/span><\/p>\n

Le Community Manager : celui qui dialogue avec les consommateurs, c\u2019est l\u2019incarnation de l\u2019entreprise ; le Community Management est fondamental, il devrait rapporter directement au board des entreprises.<\/span><\/p>\n

Evidemment, ces deux m\u00e9tiers sont \u00e9troitement compl\u00e9mentaires, toute l\u2019organisation marketing devrait se construire autour d\u2019eux \u2026 il y a \u00e9videmment bien du chemin \u00e0 parcourir !<\/span><\/p>\n

Question :<\/strong> Selon vous, comment la formation de futurs marketers doit-elle \u00e9voluer ?<\/em><\/span><\/p>\n

Je pense y avoir r\u00e9pondu plus haut : il faut envisager le marketing comme une discipline op\u00e9rationnelle (m\u00eame le marketing dit strat\u00e9gique est une discipline op\u00e9rationnelle) venant compl\u00e9ter une formation pluriculturelle solide.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Parmi les r\u00e9centes questions re\u00e7ues d’\u00e9tudiants en pleine r\u00e9daction de leurs m\u00e9moires universitaires, celles de Damien qui s\u2019interroge sur le futur du marketing, vaste sujet ! Question : Mes premi\u00e8res recherches mettent en avant une profonde mutation du marketing ces derni\u00e8res ann\u00e9es \u2026 Je ne saurais dire…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[147],"tags":[],"yoast_head":"\nLe futur du marketing - 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\/le-futur-du-marketing-2\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le futur du marketing - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Parmi les r\u00e9centes questions re\u00e7ues d’\u00e9tudiants en pleine r\u00e9daction de leurs m\u00e9moires universitaires, celles de Damien qui s\u2019interroge sur le futur du marketing, vaste sujet ! 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