{"id":24752,"date":"2013-01-09T21:40:54","date_gmt":"2013-01-09T21:40:54","guid":{"rendered":"http:\/\/marketingisdead.blogspirit.com\/archive\/2013\/01\/09\/l-image-du-marketing-dans-les-medias.html"},"modified":"2013-01-09T21:40:54","modified_gmt":"2013-01-09T21:40:54","slug":"limage-du-marketing-dans-les-medias","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/limage-du-marketing-dans-les-medias\/","title":{"rendered":"L’image du marketing dans les m\u00e9dias"},"content":{"rendered":"

\"IMG_1075.jpg\"Parmi les r\u00e9centes questions re\u00e7ues d’\u00e9tudiants en pleine r\u00e9daction de leurs m\u00e9moires universitaires, celles de B\u00e9atrice qui s’interroge sur \u00ab l\u2019image n\u00e9gative du marketing dans les m\u00e9dias aupr\u00e8s du grand public \u00bb <\/em>: vaste sujet !<\/span><\/p>\n

Question :<\/strong> D’apr\u00e8s vous pourquoi le marketing g\u00e9n\u00e8re une image n\u00e9gative dans les m\u00e9dias et le grand public ?<\/em><\/span><\/p>\n

Les m\u00e9dias ne sont qu\u2019un caisse de r\u00e9sonnance ; ce qui importe, c\u2019est l\u2019image n\u00e9gative du marketing aupr\u00e8s du grand public. La raison en est, h\u00e9las, simple : certains marketers ont un peu trop tir\u00e9 sur la ficelle ! Force est de constater une importante d\u00e9rive du marketing ces derni\u00e8res ann\u00e9es. <\/span><\/p>\n

Quelques exemples : quand certains professionnels du marketing direct se pr\u00e9sentent comme r\u00e9alisant des \u00e9tudes de march\u00e9 pour mieux tromper la vigilance des consommateurs, ils d\u00e9cr\u00e9dibilisent les sp\u00e9cialistes \u00ab honn\u00eates \u00bb du marketing direct \u2026 et ceux des \u00e9tudes marketing. Et que dire de Steve Jobs qui nous annon\u00e7ait chaque modification mineure de ses produits comme une r\u00e9volution \u2026 juste pour justifier la non compatibilit\u00e9 avec les versions pr\u00e9c\u00e9dentes<\/span><\/p>\n

Question :<\/strong> Que doit faire la profession pour am\u00e9liorer son image ?<\/em><\/span><\/p>\n

Respecter le consommateur \u2026 et donc se montrer plus \u00e9thique : fini le \u00ab avec ce truc, je vais gagner plein d\u2019argent \u00bb, mais il faut penser : \u00ab qu\u2019est-ce que je vais r\u00e9ellement apporter \u00e0 mon client \u00bb. Aujourd\u2019hui, les consommateurs voient leur pouvoir d\u2019achat se r\u00e9duire comme peau de chagrin : ne vaut-il pas mieux leur vendre des produits avec de v\u00e9ritables valeurs d\u2019usage \u2026 et durable, plut\u00f4t que des gadgets inutiles ?<\/span><\/p>\n

Question :<\/strong> Comment doit \u00e9voluer le marketing ?<\/em><\/span><\/p>\n

Le marketing doit comprendre que les consommateurs ont chang\u00e9 : fini le temps o\u00f9 ils \u00e9coutaient passivement la publicit\u00e9 t\u00e9l\u00e9visuelle pour acheter le samedi \u00e0 leur hypermarch\u00e9 pr\u00e9f\u00e9r\u00e9 les produits mis en avant \u2013 le temps o\u00f9 TF1 vendait du temps de cerveau disponible \u00e0 ses annonceurs et s\u2019en vantait ! <\/span><\/p>\n

Aujourd\u2019hui, les consommateurs entendent qu\u2019on les respectent ; ils ne rejettent pas les marques \u2013 seulement celles qui les prennent de haut ! <\/span><\/p>\n

Aujourd\u2019hui, les citoyens discutent entre eux, de tout : de politique, de sant\u00e9, de consommation aussi. Ils veulent bien discuter avec les industriels \u2026 mais pas sans un honn\u00eate retour. Le marketing doit apprendre \u00e0 dialoguer avec des consommateurs d\u00e9sargent\u00e9s, mais plein d\u2019id\u00e9es : d\u2019une collaboration saine, na\u00eetront produits et services de demain.<\/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 B\u00e9atrice qui s’interroge sur \u00ab l\u2019image n\u00e9gative du marketing dans les m\u00e9dias aupr\u00e8s du grand public \u00bb : vaste sujet ! Question : D’apr\u00e8s vous pourquoi le marketing g\u00e9n\u00e8re une image n\u00e9gative dans les m\u00e9dias…<\/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":"\nL'image du marketing dans les m\u00e9dias - 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\/limage-du-marketing-dans-les-medias\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L'image du marketing dans les m\u00e9dias - 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 B\u00e9atrice qui s’interroge sur \u00ab l\u2019image n\u00e9gative du marketing dans les m\u00e9dias aupr\u00e8s du grand public \u00bb : vaste sujet ! 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Quels sont les facteurs ayant conduit \u00e0 ce mouvement ?Les Fran\u00e7ais ne changent pas massivement\u2026","rel":"","context":"Dans "Entretiens"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":24754,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/relation-clients-et-nouvelles-technologies\/","url_meta":{"origin":24752,"position":2},"title":"Relation clients et nouvelles technologies","date":"24 avril 2012","format":false,"excerpt":"Parmi les r\u00e9centes questions re\u00e7ues d'\u00e9tudiants en pleine r\u00e9daction de leurs m\u00e9moires universitaires, celles de Pascaline qui s'interroge sur l\u2019impact des nouvelles technologies sur la relation clients.Question : Selon vous, les nouvelles technologies sont-elles la poule ou l'\u0153uf de cette r\u00e9volution ? ou Ne serait-ce pas le changement permanent de\u2026","rel":"","context":"Dans "Entretiens"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":24759,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/e-reputation-le-nouveau-challenge-des-etudes-marketing\/","url_meta":{"origin":24752,"position":3},"title":"E.r\u00e9putation : le nouveau challenge des \u00e9tudes marketing","date":"20 janvier 2015","format":false,"excerpt":"L\u2019e.r\u00e9putation des marques, on en parle beaucoup \u2026 mais bien souvent sans trop savoir de quoi il s\u2019agit r\u00e9ellement\u00a0: beaucoup la confondent d\u2019ailleurs avec l\u2019image de marque, faute de savoir r\u00e9ellement ce que recouvre le concept.Les plus avertis distinguent ce qui tient de la publicit\u00e9 et de son efficacit\u00e9 \u2013\u2026","rel":"","context":"Dans "Etudes Marketing"","img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":24786,"url":"https:\/\/consumerinsight.eu\/marketingisdead\/tourisme-et-medias-sociaux\/","url_meta":{"origin":24752,"position":4},"title":"Tourisme et m\u00e9dias sociaux","date":"2 f\u00e9vrier 2014","format":false,"excerpt":"Les touristes voyagent d\u00e9sormais sur les m\u00e9dias sociaux avant d\u2019arpenter le monde dans la vraie vie\u00a0: fier de ce constat, la ville de M\u00e9rignac a lanc\u00e9 un \u00ab\u00a0office de tourisme num\u00e9rique\u00a0\u00bb. 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